The Audience Perspective: How Innovation in Social Listening Ignites Marketing Success

The Audience Perspective – How Innovation in Social Listening Ignites

Marketing Success

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• Brands Are Demanding More From Social

• The Evolution of Social - From Keyword To Audience

• Real Audience-Centric Case Studies

• Actionable Next Steps

• Q&A

Agenda

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ENTERPRISE SOCIAL ANALYTICS

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NetBase named Leader

in Social Media Suites

NOV 2015

NetBase ranks at top in

Social Media Monitoring Tools

NOV 2015

Best In Class

CGT Reader’s Choice

NOV 2015

NetBase rated a Leader

The Forrester WaveTM:

Enterprise Listening Platforms

Q1 2016

Recognized As A Leader

By Analysts & Customers

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Know Your

Audience

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Social Means Business

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“We think of social data as a way to count things.

That’s not necessarily all bad, but it’s about a

quarter of what you can actually do with this data.”

Chuck Hemann, Intel

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2 Provide insights that lead to improvements in customer retention

3 Provide insights that build a brand’s reputation and value

1 Provide insights that lead to accelerate customer acquisition

Brands Demand More

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• Social Media is critical in helping CMOs achieve KPIs

• Audience-driven listening enables targeted activation and insights discovery

• Audience-centric listening delivers advantages over keyword-based listening

• Audience-centric listening supports customer acquisition and retention

• Actionable next steps for your organization

What We Are Exploring

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The Evolution Of Social

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The Evolution Of Social Will Take

You From Keywords

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Keyword L is tening

Quickly surface brand mentions

Isolate Opportunities of threats

Explore specific topics

Monitor in real-time

Audience L is tening

Focus on targeted segments

Surface key insights about audience

Discover interests beyond category

Research in real-time

Audience Listening’s Advantages

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Audience Listening Aligns With

Traditional Research Methods

“In terms of consumer insights, that is huge. We now have the ability to

massively benefit research. We can’t live without one or the other (traditional

vs. social analytics) but now we can access social analytics and audience

insight to know what consumers are saying.”

Mihir Minawala, Taco Bell

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Social Media Helps CMOs Reach KPIs

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`

Customer

Acquisition

Customer

Retention

Brand

Value

Key Business Driver: Customer Acquisition

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Key Business Driver: Customer Retention

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Source: Colloquy, Feb. 2015

2.1 Billion

2.6 Billion

3.3 Billion

2010

2012

2014

Total U.S. Members

Consumers Are Adopting Loyalty

Programs Faster Than Ever

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Source: Colloquy, Feb. 2015

Inactive

Members

58%

The Average US household is

enrolled in 29 loyalty programs…

but active in only 12

But Once Signed Up, Members Usually

Just Fade Away

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Customer Retention 7Rewards

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Understand Their Loyal Audience

1

2

3

Identify Relevant Products To Promote

Determine How They Should Speak To Their

Loyal Audience

7-Eleven Took An Audience-

Centric Approach To…

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Interested in promos &

giveaways

Breakfast & coffee are

popular topics

Communicate with

strong emotions

7-Eleven Discovered Unique Traits and

Habits Of Their Loyal Customers

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Key Business Driver: Brand Value

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Extend Reach To Audiences That Act Like My Followers

Increase Engagement & In App Purchase Rates

Better Understand Their Engaged Audience For Smarter Marketing

1

2

3

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Taco Bell Took An Audience-

Centric Approach To…

20% Higher

Purchase Rate

4X

Reach

2.5X

RT Rate

Taco Bell Mobile Ordering App Results

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What they Crave What they Eat

Track & Know Your Audience

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What they Use

Find More Ways to Extend Targeting Efforts

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What they Use Waze / Taco Bell Potential


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What they Use Waze / Taco Bell Potential


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STEP 1 - Rethink Your Listening Strategy

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Actionable Next Steps


STEP 2 - Align Priorities with Business Initiatives

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STEP 3 - Get the Right Tool for the Job

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STEP 4 - Integrate Audience-Based Listening Throughout The Team

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STEP 4 - Integrate Audience-Based Listening Throughout The Team

STEP 5 - Measure & Share Success in Real-Time

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Don’t Forget The Most

Important Rule

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Learn More

For More Insight

Download the

Whitepaper Today

ENTERPRISE SOCIAL ANALYTICS

Learn more at NetBase.com | call 1-855-762-6764