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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Secret of Vespa’s �Award-winning Campaign
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Agenda
Anna Startseva Product Marketing
NetBase @AnnaStartse
Jared Degnan Director of Digital Strategy
Kellen Company @jareddegnan
1. Build winning campaigns with consumer insights
2. Vespa ignites fan love
3. Create a strategy for most impact
4. Best prac>ces for measuring
campaign ROI
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
BUILD WINNING CAMPAINGS WITH CONSUMER INSIGHTS!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
WHY IS PASSION IMPORTANT Get consumer insight to go from a flat narrative…!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
To a campaign that takes over customer opinion like a storm "
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
EMOTIONS!
PEOPLE!
SENTIMENT!
BEHAVIORS!
BRANDS!
ACTION!
ATTRIBUTES!
HASHTAGS!
REASON!
Get More From Each Post
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
GREAT, THANK, LOVE, !BEST, CONGRATULATION!
RICHARD BRANSON, WILBUR ROSE!
SENTIMENT!
FLY, UPGRADE, USE, !SHOUT OUT!
JETBLUE, SPIRIT, TRAVELPORT!
ACTION!
OFFER GREAT COURSES, THANK, BEST AIRLINE!
#TRAVELTUESDAY,!#FACEOFMLB !
REASON!
Example for Virgin America EMOTIONS! BEHAVIORS! ATTRIBUTES!
PEOPLE! BRANDS! HASHTAGS!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Measure Emotions for Your Brand & Competition
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Brand Passion Index™ for Airlines
Pass
ion
Inte
nsity
Net Sentiment
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
VESPA IGNITES FAN LOVE!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
What makes !Vespa a Vespa? !
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Problem Consumers love Vespa, but don’t differentiate scooters at point of purchase. The Insight Vespa owners not only have strong pride of ownership, they share it more than any other scooter brand online.
Consumer Insight
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Solution Create a digital lifestyle magazine, powered by Vespa enthusiasts themselves, to showcase and increase the value of the Vespa brand among key 25 to 40 year-olds.
La Vespa Vita!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Best practices for social media analytics 1. Follow consumer passion!2. Measure expenditure vs.
return for different platforms!3. Great insights should never
be a surprise!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
CREATING STRATEGY FOR MOST IMPACT!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Examine Customer Journey & Barriers
Awareness Engagement Evalua>on Purchase
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Vespa Buyer Profiles
Lifestyle aficionado Engineering fans
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Define the Vespa Lifestyle Through a Central Online Destination Established www.lavespavita.com as a new community-powered online destination for individuals who have a passion for living “La Vespa Vita!” (The Vespa Life). From street fashion trends to innovative product design, the new site was a call to action for both brand advocates and new fans to contribute and share their own Vespa-inspired content using the most popular social media platforms.
Enthusiast Engagement
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Curating & Encouraging User-Generated Photos The microsite encouraged users to submit photos that capture their interpretation of the Vespa Lifestyle via Flickr or Instagram by using the hashtag #VESPAVITA. Snapshots and short captions of a person’s style statement could also be submitted via Twitter or Instagram with the hashtag #VESPASTYLE.
Social Media Integrations
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Pair the ask with with a socially acceptable incentive The microsite included a sweepstakes for $1000 in Vespa gear.
Make the Ask
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Engage Users to Talk about their Vespa Experiences, Online As part of the digital campaign, the team also created a self-sustaining blog. Users who shared content on the microsite were invited to become contributors to the site’s blog at www.lavespavita.com/blog.
User-Generated Content Strategy
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
BEST PRACTICES FOR MEASURING CAMPAIGN ROI!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Measure Campaign Performance
Awareness Engagement Evalua>on Purchase
People talking about the brand
Expressed interest in purchasing
People who submiHed leads
Talking about Vespa as a fashion icon
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
• 51K visitors in the first three months with an average visit duration of 4 minutes.
• 24% increase in social media conversation
during the first 6 weeks of the campaign and a sustained 10% increase in conversation vs. pre-campaign levels.
• 7.3% growth in share of voice. • 2,790 sales leads, 45% were completely new to
the Vespa database.
Campaign Results
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
• Media outreach resulted in more than 400 placements totaling 7.8 million impressions.
• 1,441 user photos were submitted.
• 262 style book photos were submitted.
• 29 user submitted blogs
Campaign Results
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Communicator Award Winner Marketing effectiveness – social media
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
1. Build winning campaigns with consumer insights 2. Vespa ignites fan love 3. Create a strategy for most impact 4. Best practices for measuring campaign ROI
Summary
Trusted brands run on NetBase
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Request a consultation: �855-762-6764 �[email protected]��Learn more:�NetBase.com�@NetBase�
