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

The Audience Perspective – How Innovation in Social Listening Ignites

Marketing Success

#NetBaseLive

• 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

#NetBaseLive

ENTERPRISE SOCIAL ANALYTICS

#NetBaseLive

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

#NetBaseLive

Know Your

Audience

#NetBaseLive

Social Means Business

#NetBaseLive

“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

#NetBaseLive

#NetBaseLive

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

#NetBaseLive

• 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

#NetBaseLive

The Evolution Of Social

#NetBaseLive

#NetBaseLive

#NetBaseLive

The Evolution Of Social Will Take

You From Keywords

#NetBaseLive

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

#NetBaseLive

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

#NetBaseLive

Social Media Helps CMOs Reach KPIs

#NetBaseLive

`

Customer

Acquisition

Customer

Retention

Brand

Value

Key Business Driver: Customer Acquisition

#NetBaseLive

Key Business Driver: Customer Retention

#NetBaseLive

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

#NetBaseLive

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

#NetBaseLive

Customer Retention 7Rewards

#NetBaseLive

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…

#NetBaseLive

Interested in promos &

giveaways

Breakfast & coffee are

popular topics

Communicate with

strong emotions

7-Eleven Discovered Unique Traits and

Habits Of Their Loyal Customers

#NetBaseLive

Key Business Driver: Brand Value

#NetBaseLive

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

#NetBaseLive

Taco Bell Took An Audience-

Centric Approach To…

20% Higher

Purchase Rate

4X

Reach

2.5X

RT Rate

Taco Bell Mobile Ordering App Results

#NetBaseLive

What they Crave What they Eat

Track & Know Your Audience

#NetBaseLive

What they Use

Find More Ways to Extend Targeting Efforts

#NetBaseLive

What they Use Waze / Taco Bell Potential

Find More Ways to Extend Targeting Efforts

#NetBaseLive

What they Use Waze / Taco Bell Potential

Find More Ways to Extend Targeting Efforts

#NetBaseLive

STEP 1 - Rethink Your Listening Strategy

#NetBaseLive

Actionable Next Steps

STEP 1 - Rethink Your Listening Strategy

STEP 2 - Align Priorities with Business Initiatives

#NetBaseLive

Actionable Next Steps

STEP 1 - Rethink Your Listening Strategy

STEP 2 - Align Priorities with Business Initiatives

STEP 3 - Get the Right Tool for the Job

#NetBaseLive

Actionable Next Steps

STEP 1 - Rethink Your Listening Strategy

STEP 2 - Align Priorities with Business Initiatives

STEP 3 - Get the Right Tool for the Job

STEP 4 - Integrate Audience-Based Listening Throughout The Team

#NetBaseLive

Actionable Next Steps

STEP 1 - Rethink Your Listening Strategy

STEP 2 - Align Priorities with Business Initiatives

STEP 3 - Get the Right Tool for the Job

STEP 4 - Integrate Audience-Based Listening Throughout The Team

STEP 5 - Measure & Share Success in Real-Time

#NetBaseLive

Actionable Next Steps

Don’t Forget The Most

Important Rule

#NetBaseLive

#NetBaseLive

Learn More

For More Insight

Download the

Whitepaper Today

ENTERPRISE SOCIAL ANALYTICS

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