Smart Brands Go Beyond Demographics

WELCOME

Brian Solis Principal Analyst

Altimeter @BrianSolis

Pernille Bruun-Jensen Chief Marketing

Officer NetBase

@PernilleBruunJ

@PernilleBruunJ

AGE OF !VALUE !!

Market positioning identifier

AGE OF !YOU!

Valuable business assets

Deliver satisfying and differentiated experiences

Recognize the human in the data to satisfy the “Mecosystem”

Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.

AGE OF IDENTITY!

AGE OF EXPERIENCE "!

The Evolution of the Brand & Consumer Angle

Brands Need Both a Quality Product and a Quality Conversation

Source: Credit Suisse and NetBase 2014-2015

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It’s Beyond Marketing as Emotions Tie to $ As a marketer, you can influence value

all the way to the bottom line by being consumer centric

Source: Credit Suisse and NetBase 2014-2015

@BrianSolis  

@BrianSolis  

Personas are real people who can be brought to life !by studying social data and behavior !

Credit: Peter Gentsch, B.I.G.!

@BrianSolis  

Personas are real people who can be brought to life !by studying social data and behavior !

Credit: Peter Gentsch, B.I.G.!

@BrianSolis  

From Monologue to Dialogue! 6718.'9&#8:(

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@BrianSolis  

No matter how ambitious we get with new technology, it doesn’t matter. Without aligning with a bigger mission or vision with what we are trying to do – something that is going to matter to people – we are just selling the way we always have. We are not moving in any new direction. (

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1. Leveraging customer data from multiple channels and data sources.

Top 2016 challenges for marketing strategists

2. 3. Competing for micro moments and re-architecting the customer journey.

4. Developing a new content infrastructure to guide the customer journey

5. Coordination of experience across marketing channels (mobile, social, web, display, etc.)

Understanding the connected customer (Attention, Behavior + Context).

@BrianSolis  

The Human Algorithm is the confluence of data science and digital anthropology 6718.'9&#8:(

@BrianSolis  

Marketing’s Challenge in 1 Picture Markeeeee Challenge in 1 Pictureeeeting’s C

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WELCOME TO THE #EGOSYSTEM 6718.'9&#8:(

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We Are

Innovation

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@BrianSolis  

…or what this thing is.!…or what this thing is.…or what this thing is.6718.'9&#8:(

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Customers consult 11 information sources on average before making a purchase. !

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90%"of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online.

@BrianSolis  

73%"say getting useful information from a business is the most important attribute when selecting a brand.

@BrianSolis  

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Something amazing is happening. All of this technology is making business more human again. 6718.'9&#8:(

Rou,nes  

Aspira,ons  

Expecta,ons  

Preferences  

Needs  

Challenges  

Dislikes  

Interests  

Compromises  

Rela,onships  

@BrianSolis  

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Behind every screen, every expression and impression, is a human being…not a consumer.

@BrianSolis  

For This Presentation, Txt “Experience” to 33444 bsolis@prophet.com(Q()#,%$*$1(R1&"?S(.(L1&?+$*(3&T

briansolis.com | @briansolis

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Facebook.com/thebriansolis

INTRODUCING NETBASE AUDIENCE 3D

Go beyond the industry’s standard flat analytics. Our brand new product gives you the entire, dimensional social story— and a profound understanding of your audience to deliver real value.

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@PernilleBruunJ

THE PROBLEM

@PernilleBruunJ

Your brand lens is only a tiny fraction of your audience’s full

conversation.

Fractional View

@PernilleBruunJ

Your brand lens is only a tiny fraction of your audience’s full conversation.

@PernilleBruunJ

@NetBase

The Star Wars™ experience Fastfood Beyond age In the Wild

Star Wars™ Generals, StarWars™ Enthusiasts, General Population

Total global social web, across English post in more than 60+ countries

How we got closer ….!

Timeframe – leveraging circa 500,000 unique authors in 2015.

@NetBase

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What defines Star Wars™ audiences ‘in the wild’ versus the general population?

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Which experiences might be of interest for an audience, and of human relevance?

What other brands matter and could be ideas for growth?

@NetBase

Star Wars™ usage and attitude!

@NetBase

Star Wars™ wants and worsts!Star Wars™ Wants Star Wars™ Worsts

@NetBase

Star Wars™ audience in the wild!StarWars™ vs. Gen Pop – TV show StarWars™ Foods vs. Gen Pop

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The Star Wars™ audience loves BB8!StarWars™ vs. Gen Pop – Movie & TV Indices

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Star Wars™ enthusiasts transcends age…!

@NetBase

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Star Wars™ psychographics!

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As we wrap up - ideas for your company

See the world through the eyes of your consumer Listen first !

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Get personal and create experiences that matter

Dare to reinvent your brand with your consumer

B R A N D N E W & O N LY F R O M N E T B A S E

A U D I E N C E 3 D

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