Know the "WHY" Behind Consumer Purchase Decisions

KNOW THE “WHY” BEHIND CONSUMER PURCHASE DECISIONS

USING SOCIAL ANALYTICS

@NetBase

ENTERPRISE SCALE SOCIAL

MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM

USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

@NetBase

Carrie Stern Senior Analyst, Social Media

dp @DirectPartners

Anna Startseva Product Marketing

NetBase @AnnaStartse

@NetBase

Welcome

Mindy Cultra Managing Director Halverson Group

@HalversonGroup

ABOUT DP

‣  Most experience in bringing Over-the-Top networks to market ‣  Digital expertise w/ metrics-driven approach ‣  Media designed for conversion

| @directpartners

Our Background

Halverson Group is a strategic research agency commi<ed to helping clients and their agencies iden=fy where to play and how to win.

We unlock growth and compe==ve advantage by uncovering and quan=fying insights into people’s lives and the behaviors, beliefs, aFtudes, situa=ons, and cultures that influence their choices.

For nearly 20 years, we have armed execu=ves, marketers, strategists, innovators, and agency partners with the consumer and business intelligence they need to more confidently make bold strategic decisions.

HALVERSON GROUP | @HalversonGroup

@NetBase

Humanize target consumer with conversation intelligence 1

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Unlock the “WHY” behind consumer purchase behavior

Hear how B2C brands use social to drive business value

Gain best practices with social media intelligence

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.

The Evolution of Brand Value

AGE OF IDENTITY!

AGE OF EXPERIENCE "!

@NetBase

@NetBase

Buy 3 items from online flash sale

Order from Starbucks app 1 latte

Retweet 1 United ad for points

Watch Netflix from 8-10 pm

Check FB 9 times

Run with your Apple watch for 20 mins

Swipe right on Tinder 2 times

Play video games for 2 hours

Post 1 new video on FB

Check email 8 times

Post 2 reviews on Yelp Check your LinkedIn once

More Data is not Always Better

Post 1 selfie on Instagram

@NetBase

Content Created Daily on Social

1B

80M

400M 311M

86K HRS

38M

1st gen

OBSERVE!SOCIAL!

!!

KEYWORD TEXT ANALYTICS

Looks for keywords Highly inaccurate

@NetBase

Social Business Evolution

1st gen

OBSERVE!SOCIAL!

!

2nd gen

MEASURE PERFORMANCE!

!



MACHINE LEARNING

Requires training Can’t discover new insights

@NetBase


1st gen

OBSERVE!SOCIAL!

!

2nd gen

MEASURE PERFORMANCE!

!

3rd gen

DELIVER BIZ VALUE!

!



MACHINE LEARNING

Requires training Can’t discover new insights

PATENTED LANGUAGE PROCESSING

Surfaces emotions, behaviors

@NetBase


@NetBase

Humanize target consumer with conversation intelligence 1

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Unlock the WHY behind consumer purchase behavior


Best practices with social media intelligence

Social Analy/cs is quan=ta=ve data

| @directpartners

It tracks the performance of topics and themes via common social metrics: -‐  Sen=ment (share, volume) -‐  Men=ons over =me (daily, weekly, monthly) -‐  Engagement (retweets, replies, reposts,

shares, likes) -‐  Share of voice

| @directpartners

While these are important signals that can help focus our research, they beg the ques=on that Conversa/on Intelligence is uniquely posi=oned to answer

| @directpartners

WHY? | @directpartners

Conversa/on Intelligence is not quan=ta=ve data

| @directpartners

it’s qualita=ve data on a quan=ta=ve scale

| @directpartners

Tradi=onally, we use surveys and focus groups to understand the target. Downsides: -‐  Missing natural, honest opinions -‐  Unable to mine for other interests -‐  Biases in focus groups & survey responses -‐  Individual interpreta=ons of ques=ons -‐  Not in consumer language

| @directpartners

Conversa=on intelligence patches the holes by adding the human element -‐  Real-‐=me, unsolicited conversa=ons between people -‐  Candid view into the consumer mindset -‐  Express emo=on (posi=ve & nega=ve) -‐  Imply (or directly state) a preference -‐  Can surface unexpected associa=ons

| @directpartners

Here are a few examples:

| @directpartners

Understand brand conversa=on 1.  Gauge campaign success 2.  Generate & test new ideas 3.  Reveal top themes & audience members 4.  Iden=fy unmet needs & solve issues 5.  Gauge severity of nega=ve issues

| @directpartners

Example: Weigh=ng Sen=ment Sentiment & Passion !

Positive – 21%!Passion Intensity – 45!

Negative – 12%!Passion Intensity – 87 !

Neutral - 67%!Passion Intensity – 0 !

Tui=on & expenses Phone calls & solicita=on

Excited @ acceptance Student work & success

| @directpartners

LOVE

LIKE

HATE DISLIKE Net Sen=ment

Passion Intensity

Taking it further with Passion

•  Brands •  Products •  Campaigns •  Promo=ons

| @directpartners

Determine what drives the category -‐  Conversa=on volume is high -‐  Mainly consumer to consumer -‐  Brands are (kind of) addressing it -‐  Few brands are being proac=ve

Other Talk 75%

Seeking Help 25%

1MM+ Conversations!

| @directpartners

Example: Breaking the language barrier

| @directpartners

@NetBase

“Humanize” target consumer with conversation intelligence 1

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Blending Qualita=ve & Quan=ta=ve Approaches

Human truth

Compe==ve intelligence

Ac=onable insight

Observa=onal research

Social media analy=cs

Stakeholder interviews

Transac=on level datasets

Innova=ve survey techniques

Video analy=cs


A Prac=cal Example – The Social & Mobile Gaming Category


What’s needed to

A deeper understanding of the role a product or service plays, and how to connect with consumers

The Ask

•  How do we grow both the volume of players for our social/mobile game, and the proportion of payers (those that make in-app purchases)?

•  Where is the competition most fierce, and where are there whitespaces of unmet or underserved demand?

•  What are the underlying factors driving players to choose one game over another, and how can we use this knowledge to our competitive advantage?


Social Analy=cs provides a wealth of insight into the situa=ons, moods, and mo=ves present in real consumer conversa=on


Married with our own research into consumer psychology, we developed a comprehensive ba<ery of mo=va=onal factors for quan=ta=ve analysis

Do something exci=ng or adventurous -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Explore or discover new things -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Push my luck -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Try my luck -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Express myself crea=vely -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Have a moment for myself -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Relax or relieve stress -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Be playful or act like a kid again -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Achieve my goals -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Live vicariously through a character or a story -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Simulate a real-‐life seFng -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Avoid feeling alone

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Avoid the real work and its problems -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Zone out

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Exercise my brain -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Recharge or renew myself -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Get in the zone -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ Avoid boredom -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Connect with others Compete with others Feed a habit or an

addic=on -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐


Active/ Connected

Passive/ Disconnected

Through a process of mul=variate analysis, 62 discrete mo=ve statements were factored down to 8 primary mo=va=onal territories


Active/ Connected


Emotionally Charged

Connected

CHANCE & RISK



Active/ Connected


Experience

Achievement Emotionally Charged

Connected

CHANCE & RISK



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH

SPONTANEOUS & PLAYFUL

RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH


RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK

ACHIEVE & ADVANCE

PRACTICE & PERFECT

FUEL A HABIT



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH


RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK

ACHIEVE & ADVANCE

PRACTICE & PERFECT

FUEL A HABIT

CONNECT & COMPETE

Virtual Connection



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH


RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK

ACHIEVE & ADVANCE

PRACTICE & PERFECT

FUEL A HABIT

CONNECT & COMPETE

Virtual Connection

LIVE VICARIOUSLY

EXPRESS & IMPRESS



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH


RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK

ACHIEVE & ADVANCE

PRACTICE & PERFECT

FUEL A HABIT

CONNECT & COMPETE

Virtual Connection

LIVE VICARIOUSLY

EXPRESS & IMPRESS

Unplug

PASS THE TIME



Active/ Connected


Experience

Achievement

ANTICIPATE THE RUSH


RECHARGE & RENEW

Emotionally Charged

Connected

CHANCE & RISK

ACHIEVE & ADVANCE

PRACTICE & PERFECT

FUEL A HABIT

CONNECT & COMPETE

Virtual Connection

LIVE VICARIOUSLY

EXPRESS & IMPRESS

Unplug

PASS THE TIME

RELAX & RELIEVE

ESCAPE & ZONE OUT



Mo=ve Map (Role of the Game)

We used correspondence analysis to map the 62 individual mo=ves and found that the mo=ves for game play align themselves around three key dimensions.

The Pulse

The Par=cipa=on

The Reward

Tranquility Excitement

Passive Ac/ve

Instant Immersive


Revealing 8 mo=va=onal spaces or ‘jobs to be done’ for social and mobile games

EXCITEMENT

TRANQUILITY

PASSIVE ACTIVE

INSTANT IMMERSIVE

Immerse & Advance

Lost in a Zone

Relax for a Moment

Connect & Express

Practice & Perfect

Uplift & Feel Good

Capture a Thrill

Simulate a Vice

EXCITEMENT

TRANQUILITY

PASSIVE ACTIVE


MYVEGAS SLOTS

SPIDER SOLITAIRE

ZYNGA POKER

Revealing 8 mo=va=onal spaces or ‘jobs to be done’ for social and mobile games

EXCITEMENT

TRANQUILITY

PASSIVE ACTIVE

INSTANT IMMERSIVE

Immerse & Advance

Lost in a Zone

Relax for a Moment

Connect & Express

Practice & Perfect

Uplift & Feel Good

Capture a Thrill

Simulate a Vice

CANDY CRUSH

CLASH OF CLANS MONOPOLY

TRIVIA CRACK

EXCITEMENT

TRANQUILITY

PASSIVE ACTIVE


The result is a three-‐dimensional representa=on of the Jobs To Be Done within the en=re category of mobile & social gaming ** Correspondence analyses pinpoint the exact posi=on of each underlying mo=ve as well as each mobile or social game

HALVERSON GROUP

IMMERSIVE

INSTANT


Halverson Group sized both the volume of players, and the total market opportunity by quan=fying the value of those players based upon their propensity to pay.

HALVERSON GROUP HALVERSON GROUP | @HalversonGroup

IMMERSIVE

INSTANT

What’s needed to

A deeper understanding of the role a product or service plays, and how to connect with consumers This process of using human-‐centered data science to quan=fy WHY consumers choose the games that they do addressed our clients core business challenges, ar=cula=ng both where to play and how to win, in their industry.


@NetBase


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The leading US wireless network uses NetBase to identify customer perception of care resolutions and predict customer switching behavior.

@NetBase

Understand why people switch from competitive providers

Predict customer churn – a metric that’s reported to the board

Prove success of social care team & focus on strategy that generates retention and growth

A Wireless Network Attracts Customers Switching from Competitors

@NetBase

Understand Reasons for Switching Behavior

•  Understood why customers were switching from competitors to the network and vice versa

•  Tracked switching conversations over time to confirm that switching from provider to

other networks was decreasing •  As a result of company policies & social care, switching went down from 12K

mentions to 3.5K mentions

@NetBase

Predict Customer Churn

•  Tracked sentiment of people switching FROM competitors TO the Network provider

•  Sentiment rations lined up with financial metrics – 10x vs. Competitor 1 and 4x vs. Competitor 2

•  Understood the WHY behind switching: s.a. celebrity endorsements, improvement in network coverage, dissatisfaction with competitors

Quarterly Switching Net Sentiment

0 10 20 30 40 50 60

Brand 1 Brand 2 Brand 3

Compe=tor

Client

@NetBase

Prove Success of Customer Care Team & Strategy

•  Analyzed the segment of people who used customer care

•  Client sentiment went back up after

interaction with customer care team, showing clients were satisfied and WHY

•  Sentiment for competitors was lower

and went back down after interaction with customer care, showing those people were dissatisfied and WHY

@NetBase


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Gain the full knowledge of tools & features to improve the data set. 1

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Have an idea of what you’re looking for from the outset, but stay flexible with data.

Know the category you're focusing on, and therefore, who your data represents.

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Think through the best purpose of social data in the given situation. It can play various roles in the research process.

Consider segmenting your audience to understand what drives each group.

Tips

ENTERPRISE SCALE SOCIAL

MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM

USED BY SOCIALLY-POWERED BRANDS EVERYWHERE

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