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What message about your product is going to work best to move a prospect along the path to purchase? For everyone working on marketing campaigns, that’s always a tough but essential question to answer. Whatever you’re trying to accomplish—create awareness, change perception, prompt consideration—you want to base your campaign on the message that’s going to connect with consumers. Social analytics can help you find it. By providing insight into consumers’ opinions, emotions and behaviors, social analytics can help you craft messages that show consumers you understand them. From there, it’s a shorter step to convincing them that you also understand their needs, and that your product meets them. This paper takes the men’s shaving and grooming category as an example, and shows how companies in that vertical could use a social analytics solution to analyze the online conversation, find insights, and craft messages that drive successful campaigns.
Citation preview
Sharpen Campaign Messaging WithSocial Insights
Sharpen Campaign Messaging With Social Insights 2
Finding Campaign Messages That Work
What message about your product is going to work best to move a prospect along the path to purchase For everyone working on marketing campaigns thatrsquos always a tough but essential question to answer Whatever yoursquore trying to accomplishmdashcreate awareness change perception prompt considerationmdashyou want to base your campaign on the message thatrsquos going to connect with consumers
Social analytics can help you find it By providing insight into consumersrsquo opinions emotions and behaviors social analytics can help you craft messages that show consumers you understand them From there itrsquos a shorter step to convincing them that you also understand their needs and that your product meets them
This paper takes the menrsquos shaving and grooming category as an example and shows how companies in that vertical could use a social analytics solution to analyze the online conversation find insights and craft messages that drive successful campaigns Although this may not be your vertical you can extrapolate from our example and envision how you could apply the same process to your business and sharpen your campaign messaging
A Process for Crafting Powerful Messages
Companies in the menrsquos shaving and grooming category including Gillette and Schick need to find campaign messages that help them retain existing customers and acquire new ones They can use the following process built on social analytics to do that
bull Step 1 Identify key assumptions about consumer attitudesbull Step 2 Formulate questions that test those assumptionsbull Step 3 Analyze the online conversation to get answersbull Step 4 Glean insights from those answersbull Step 5 Use the insights to shape campaign messaging
Letrsquos see how a company in this market might go about using that process to sharpen their campaign messaging
Sharpen Campaign Messaging With Social Insights 3
State of the Category Menrsquos Shaving and Grooming
First a quick overview of the state of the category
Menrsquos shaving and grooming has changed rapidly in recent years because of new trends in facial hair eCommerce and culture Men use razors to get a clean shave of course but also to trim facial hair and shave off a beard or moustache Beards and moustaches however are currently popular which translates into slower sales for razors In fact PampG recently cited an overall drop in the incidence of facial shaving and Schick reported close to a 10 percent decline in razor sales for 2013 Challenging the traditional category leaders which are Gillette and Schick are subscription-based eCommerce startups like Dollar Shave Club and Harryrsquos Dollar Shave Clubrsquos value proposition is expressed by their slogan ldquoShave Time Shave Moneyrdquo Harryrsquos also has a value proposition aimed at disrupting the marketplace with a premium razor made more convenient affordable and personalized to the consumer
Step 1 Identify Key Assumptions
Marketers can use social analytics to uncover emotions behaviors and underlying sentiment drivers affecting shaving purchase behavior for the entire category or an individual brand Once marketers understand consumer attitudes they can glean insights that lead to messages they can use at key points along the path to purchase
For example some assumptions marketers might make are
bull The popularity of beards reduces razor salesbull Males bond over their facial hairbull Subscription-based companies are using price and convenience to gain market share bull Therersquos a rising trend in male shaving below the neck
We can test each assumption with questions to find out if itrsquos true or not and in the process gain insight into the consumer mindset regarding menrsquos shaving and grooming
Sharpen Campaign Messaging With Social Insights 4
Step 2 Formulate Questions
Starting from the assumptions marketers can figure out specific questions they want to research Here are examples of a question for each assumption
bull The popularity of beards reduces razor sales Is there also a seasonality for growing facial hairbull Males bond over their facial hair Do women like facial hair on menbull Subscription-based companies are using price and convenience to gain market share Is there more positive sentiment for Dollar Shave Club than Schick and Gillettebull Therersquos a rising trend in male shaving below the neck Is it becoming acceptable to talk about ldquomanscapingrdquo
Sharpen Campaign Messaging With Social Insights 5
Step 3 Analyze the Online ConversationmdashWord Clouds
With social analytics marketers can take a sizeable conversation and pull it apart quickly to zero in on areas of interest as they relate to a broader topic These word clouds for example highlight key terms in the discussion and alert researchers to what topics are most discussed and possibly most important to consumers
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 2
Finding Campaign Messages That Work
What message about your product is going to work best to move a prospect along the path to purchase For everyone working on marketing campaigns thatrsquos always a tough but essential question to answer Whatever yoursquore trying to accomplishmdashcreate awareness change perception prompt considerationmdashyou want to base your campaign on the message thatrsquos going to connect with consumers
Social analytics can help you find it By providing insight into consumersrsquo opinions emotions and behaviors social analytics can help you craft messages that show consumers you understand them From there itrsquos a shorter step to convincing them that you also understand their needs and that your product meets them
This paper takes the menrsquos shaving and grooming category as an example and shows how companies in that vertical could use a social analytics solution to analyze the online conversation find insights and craft messages that drive successful campaigns Although this may not be your vertical you can extrapolate from our example and envision how you could apply the same process to your business and sharpen your campaign messaging
A Process for Crafting Powerful Messages
Companies in the menrsquos shaving and grooming category including Gillette and Schick need to find campaign messages that help them retain existing customers and acquire new ones They can use the following process built on social analytics to do that
bull Step 1 Identify key assumptions about consumer attitudesbull Step 2 Formulate questions that test those assumptionsbull Step 3 Analyze the online conversation to get answersbull Step 4 Glean insights from those answersbull Step 5 Use the insights to shape campaign messaging
Letrsquos see how a company in this market might go about using that process to sharpen their campaign messaging
Sharpen Campaign Messaging With Social Insights 3
State of the Category Menrsquos Shaving and Grooming
First a quick overview of the state of the category
Menrsquos shaving and grooming has changed rapidly in recent years because of new trends in facial hair eCommerce and culture Men use razors to get a clean shave of course but also to trim facial hair and shave off a beard or moustache Beards and moustaches however are currently popular which translates into slower sales for razors In fact PampG recently cited an overall drop in the incidence of facial shaving and Schick reported close to a 10 percent decline in razor sales for 2013 Challenging the traditional category leaders which are Gillette and Schick are subscription-based eCommerce startups like Dollar Shave Club and Harryrsquos Dollar Shave Clubrsquos value proposition is expressed by their slogan ldquoShave Time Shave Moneyrdquo Harryrsquos also has a value proposition aimed at disrupting the marketplace with a premium razor made more convenient affordable and personalized to the consumer
Step 1 Identify Key Assumptions
Marketers can use social analytics to uncover emotions behaviors and underlying sentiment drivers affecting shaving purchase behavior for the entire category or an individual brand Once marketers understand consumer attitudes they can glean insights that lead to messages they can use at key points along the path to purchase
For example some assumptions marketers might make are
bull The popularity of beards reduces razor salesbull Males bond over their facial hairbull Subscription-based companies are using price and convenience to gain market share bull Therersquos a rising trend in male shaving below the neck
We can test each assumption with questions to find out if itrsquos true or not and in the process gain insight into the consumer mindset regarding menrsquos shaving and grooming
Sharpen Campaign Messaging With Social Insights 4
Step 2 Formulate Questions
Starting from the assumptions marketers can figure out specific questions they want to research Here are examples of a question for each assumption
bull The popularity of beards reduces razor sales Is there also a seasonality for growing facial hairbull Males bond over their facial hair Do women like facial hair on menbull Subscription-based companies are using price and convenience to gain market share Is there more positive sentiment for Dollar Shave Club than Schick and Gillettebull Therersquos a rising trend in male shaving below the neck Is it becoming acceptable to talk about ldquomanscapingrdquo
Sharpen Campaign Messaging With Social Insights 5
Step 3 Analyze the Online ConversationmdashWord Clouds
With social analytics marketers can take a sizeable conversation and pull it apart quickly to zero in on areas of interest as they relate to a broader topic These word clouds for example highlight key terms in the discussion and alert researchers to what topics are most discussed and possibly most important to consumers
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 3
State of the Category Menrsquos Shaving and Grooming
First a quick overview of the state of the category
Menrsquos shaving and grooming has changed rapidly in recent years because of new trends in facial hair eCommerce and culture Men use razors to get a clean shave of course but also to trim facial hair and shave off a beard or moustache Beards and moustaches however are currently popular which translates into slower sales for razors In fact PampG recently cited an overall drop in the incidence of facial shaving and Schick reported close to a 10 percent decline in razor sales for 2013 Challenging the traditional category leaders which are Gillette and Schick are subscription-based eCommerce startups like Dollar Shave Club and Harryrsquos Dollar Shave Clubrsquos value proposition is expressed by their slogan ldquoShave Time Shave Moneyrdquo Harryrsquos also has a value proposition aimed at disrupting the marketplace with a premium razor made more convenient affordable and personalized to the consumer
Step 1 Identify Key Assumptions
Marketers can use social analytics to uncover emotions behaviors and underlying sentiment drivers affecting shaving purchase behavior for the entire category or an individual brand Once marketers understand consumer attitudes they can glean insights that lead to messages they can use at key points along the path to purchase
For example some assumptions marketers might make are
bull The popularity of beards reduces razor salesbull Males bond over their facial hairbull Subscription-based companies are using price and convenience to gain market share bull Therersquos a rising trend in male shaving below the neck
We can test each assumption with questions to find out if itrsquos true or not and in the process gain insight into the consumer mindset regarding menrsquos shaving and grooming
Sharpen Campaign Messaging With Social Insights 4
Step 2 Formulate Questions
Starting from the assumptions marketers can figure out specific questions they want to research Here are examples of a question for each assumption
bull The popularity of beards reduces razor sales Is there also a seasonality for growing facial hairbull Males bond over their facial hair Do women like facial hair on menbull Subscription-based companies are using price and convenience to gain market share Is there more positive sentiment for Dollar Shave Club than Schick and Gillettebull Therersquos a rising trend in male shaving below the neck Is it becoming acceptable to talk about ldquomanscapingrdquo
Sharpen Campaign Messaging With Social Insights 5
Step 3 Analyze the Online ConversationmdashWord Clouds
With social analytics marketers can take a sizeable conversation and pull it apart quickly to zero in on areas of interest as they relate to a broader topic These word clouds for example highlight key terms in the discussion and alert researchers to what topics are most discussed and possibly most important to consumers
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 4
Step 2 Formulate Questions
Starting from the assumptions marketers can figure out specific questions they want to research Here are examples of a question for each assumption
bull The popularity of beards reduces razor sales Is there also a seasonality for growing facial hairbull Males bond over their facial hair Do women like facial hair on menbull Subscription-based companies are using price and convenience to gain market share Is there more positive sentiment for Dollar Shave Club than Schick and Gillettebull Therersquos a rising trend in male shaving below the neck Is it becoming acceptable to talk about ldquomanscapingrdquo
Sharpen Campaign Messaging With Social Insights 5
Step 3 Analyze the Online ConversationmdashWord Clouds
With social analytics marketers can take a sizeable conversation and pull it apart quickly to zero in on areas of interest as they relate to a broader topic These word clouds for example highlight key terms in the discussion and alert researchers to what topics are most discussed and possibly most important to consumers
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 5
Step 3 Analyze the Online ConversationmdashWord Clouds
With social analytics marketers can take a sizeable conversation and pull it apart quickly to zero in on areas of interest as they relate to a broader topic These word clouds for example highlight key terms in the discussion and alert researchers to what topics are most discussed and possibly most important to consumers
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 6
Analyze the Online Conversation for Emotions and Behaviors
After looking at the topic ldquofacial hairrdquo researchers can analyze another topic ldquothe act of shavingrdquo By focusing in on shaving versus types of facial hair they can gain a different perspective on the conversation surrounding the category These charts for example break down positive and negative behaviors emotions and likes and dislikes regarding shaving
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 7
Analyze the Online Conversation with Sentiment and Gender Filters
Marketers and analysts also have the flexibility to see the category from different perspectives by for example applying sentiment and gender filters They can look for the positive and negative conversations around shaving different body areas and see if those conversations differ between men and women
Step 4 Find InsightsmdashInsight 1
Letrsquos look at the insights we can find related to our first two assumptions
To test our first assumption we asked if growing facial hair is more or less popular at certain seasons of the year and our analysis found that it is
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 8
Whether consumers are commenting on No Shave November winter beards Decem-beards or sweaty summers itrsquos clear that facial hair is more popular at some times of the year than at others One thing remains true throughout the seasons Most men notice an itchy period when they start growing a beard that can make them want to shave it off
INSIGHT FOR MARKETERS
Make note of the seasonality and plan your media and messaging accordingly for
increased relevance and impact
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 9
Insight 2mdashBoth Sexes Appreciate a Quality Beard
We wondered if women like facial hair on men and it turns out they do
Therersquos a lot of respect for ldquogloriousrdquo and ldquoepicrdquo beards among men and there are quite a few women interested in rugged handsome fellows Forums blogs and Tumblr pages of ldquobeard pornrdquo are frequented by men and women alike
INSIGHT FOR MARKETERS
Shaving is not just about facial hair removalmdashboth sexes like a quality beard Helping people achieve their desired look and style can sell more razors
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
Sharpen Campaign Messaging With Social Insights 10
Step 5 Use Insights To Sharpen Campaign Messaging
The insights gleaned via social analytics can prove useful to shaving companies in many ways They can spark product innovation surface ideas for improving customer care influence strategies for product launches and more But wersquore interested here in how they can be used to develop more effective campaign messages
Brands and agencies can include the insights in creative briefs for brand managers digital marketers social media managers art directors copywriters media planners and everyone associated with marketing campaigns Doing so gives them a solid research-based foundation for creative concepts
By essentially conducting research with the worldrsquos largest focus groupmdashthe social webmdashmarketing directors can listen directly and in real time to the voice of the consumer in conversations unbiased by research methods They can use social analytics to tease out and understand the opinions emotions and behaviors expressed there That process produces insights like those discussed in this paper Basing campaigns on such insightsmdashas opposed to using untested assumptions outdated research or research based on small samplesmdashdelivers higher quality insights which can be turned into more-impactful messages Those messages lead to better creative concepts which spell greater success in reaching the objectives for your marketing campaigns
Key Takeaways
A social analytics solution can help you sharpen your campaign messaging by bull Delivering the entire social web as a focus group so you get the highest possible volume of responses and the widest range of opinions
bull Enabling you to listen to and understand what people are saying across the social web about your category brand products competitors and existing campaigns
bull Giving you powerful capabilities to analyze the online conversation so you can understand the drivers behind positive or negative sentimentmdashemotions opinions and behaviors
bull Highlighting the most important category brand and product perceptions so you can craft messages that give your campaigns the best chance to drive such desired actions as creating awareness prompting consideration promoting purchase and fostering loyalty
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
copy2014 NetBase Solutions Inc
NetBase Solutions Inc
2087 Landings Drive
Mountain View | CA 94043
P 6508102100
F 6509684872
wwwnetbasecom
About
NetBase enables business leaders to manage marketing and content strategies with real-time fast and accurate
social media analytics Clients include AMC Networks American Airlines Arbyrsquos Coca-Cola Kenneth Cole
Ogilvy SAP Taco Bell Walmart and YUM ROI figures calculated by IntelliCap an independent research firm
show that we deliver hard ROI for our customers Among other benefits we can reduce costs to capture social
media insights by 34 over traditional methods reduce time spent managing PR issues by 20 and boost
productivity for many functions
Please contact us to learn more or to schedule a custom demo where you can see our solution in action
call 1-855-SOCMROI (762-6764) or email infonetbasecom
NetBase NetBaseInc NetBase NetBase Solutions Inc NetBaseInc
