How Social Goes Viral: An In-Depth Look at a Top Smartphone Campaign
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Social listening is much more than just capturing real-time moments to route customer service issues through social channels. Leading-edge brands are leveraging social intelligence gathered through advanced social listening to drive the metrics that matter: Customer Acquisition, Customer Retention, and Brand Value. Join social media thought leader, Jason Falls and NetBase’s Christopher Leet in this informative webinar. They will explain how innovation in social listening opens new doors for businesses and brands, empowering them to better understand their consumers and drive great value through social channels. In this webinar you will learn: Key performance indicators today’s marketer is measured by How audience-driven listening enables targeted activation and insights discovery How audience-centric listening delivers advantages over keyword-based listening How audience-centric listening supports customer acquisition and retention What actionable steps your organization can take to leverage these innovations
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How Social Goes Viral: An In-Depth Look at a Top Smartphone Campaign
- 1. How Social Goes Viral !" " An In-Depth Look at a" Top Smartphone Campaign !! #NetBaseLIVE
- 2. Presenter! Mike Baglietto! Sr. Product Marketing Manager! @mikebaglietto! #NetBaseLIVE
- 3. TRUSTED BY THE WORLD’S TOP BRANDS.! ! NetBase helps them analyze millions of social media posts, process real-time data, and support every facet of business. ! #NetBaseLIVE
- 4. OUR PLATFORM DELIVERS! REAL BUSINESS VALUE. ! ! Progressive brands and agencies use NetBase to see their brand through the eyes of consumers. ! Increase Revenue! Improve Productivity! Reduce & Manage Risk! Decrease Costs! #NetBaseLIVE
- 6. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS #NetBaseLIVE Social Activity for Samsung Galaxy !
- 7. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS #NetBaseLIVE Social Activity for Samsung Galaxy ! Launched new campaign with Lil Wayne!
- 8. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS #NetBaseLIVE PASSION INTENSITY! A score (0-100) that expresses the ratio of strong emotions (such as love and hate) to all emotions expressed about the brand.! Brand Passion increases during Lil Wayne Campaign!
- 9. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Top Terms Indicate that Campaign is Working! Before! During! #NetBaseLIVE Increase in S7 awareness
- 10. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Before! During! #NetBaseLIVE Attributes Indicate More Positive Conversations! Attributes displays the top positives (likes) or negatives (dislikes) expressed about a topic!
- 11. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Galaxy S7 Ads featuring Lil Wayne! #NetBaseLIVE
- 12. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS What’s happening during the campaign?! #NetBaseLIVE
- 13. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Analyze Conversations by Channel ! #NetBaseLIVE
- 14. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Analyze Conversations by Channel! #NetBaseLIVE Partner activity is VERY LOW – an opportunity for more activity given Lil Wayne’s large number of followers.! Earned media is performing GREAT! Lots of Samsung mentions and content being shared.!
- 15. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS #NetBaseLIVE Social Activity by Earned Channels! Earned Channels!
- 16. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS What is the reaction to the campaign?! Behaviors!Emotions! #NetBaseLIVE
- 17. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Popular Media Being Shared! #NetBaseLIVE
- 18. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Samsung Earned Conversations! Who is being talked about?! What’s being shared?!What is trending?! #NetBaseLIVE
- 19. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Demographics Around Those That Engaged With The Ad! #NetBaseLIVE 0%! 2%! 4%! 6%! 8%! 10%! 12%! 14%! 16%! 18%! 20%! <18! 18-24! 25-34! 35-44! 45-54! 55-64! 65+! Male Female
- 20. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Surprise! Females had higher Sentiment and Passion ! Males! Females! #NetBaseLIVE
- 21. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Galaxy Campaign Takeaways! Campaign was successful – huge lift and exceptionally positive response, strong indication of “buy” behaviors ! ! 1! 2! 3! Higher brand passion level and sentiment with women ! #NetBaseLIVE Lil Wayne was a good choice, but there was and opportunity to get more impressions with promotion on his channels!
- 22. CHALLENGE! " " HOW CAN SAMSUNG CONTINUE TO BUILD ENGAGING CONTENT TO IMPROVE CAMPAIGN PERFORMANCE?! " ! #NetBaseLIVE
- 23. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Behavior/ Attitudes/ Personas!Personas Demographic /! Life Stages!Life Stages Benefits Sought/ Occasion Interests/ Influence Brand A#nities!Brand A#nities Geography! Behavior/ Attitudes/ PersonasPersonas Demographic / Life Stages Benefits Sought/ Occasion Interests/ Influence Interests/ Brand ABrand A Geography NetBase ! Audience 3D! ! Extend Strategy & Segmentation Into The Social World! #NetBaseLIVE
- 24. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Example: Audience Analysis! #NetBaseLIVE •! Understand Audience conversations beyond brand mentions •! Shift Audience focus from demographics to psychographics • Understand Audience conversations beyond brand mentions • Shift Audience focus from demographics to psychographics
- 25. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Strong Interest in Emerging Artists! #NetBaseLIVE Potential Partnership Opportunities! •! Celebrity endorsement! •! Background songs! •! Ring tones! •! etc.! 2.41! 2.42! 2.55! 2.77! 3.69! 3.69! 3.69! 3.69! 3.77! 4.61! Lisa Raye! Tyler! Ty Dolla! Nicki Minaj! Kyla! Mary J Blige! Wizkid! Troy Ave! Joey Badass! @JODYHiGHROLLER! Samsung™ - Emerging Artist vs. Gen Pop Indexed top 10
- 26. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Popular TV Shows Identify Placement Opportunities! #NetBaseLIVE Over-indexing on animated television shows !
- 27. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS A Favorite of Fashion Conscious Consumers! #NetBaseLIVE Associated with Luxury Brands! •! A favorite of fashion conscious consumers! •! Could be related to high female sentiment and passion index!
- 28. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Examining Those with Positive Reception of Commercial! #NetBaseLIVE 68% increase in Brand Sentiment 66% increase in Brand Mentions
- 29. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Definitely Engaging the Right Audience! 72% 69% 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% iOS Devices Desktop & Laptop Computers Android Devices #NetBaseLIVE Opportunity to steal Apple market share!
- 30. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS Audience Specific Takeaways! Ask any question to see how and where your audience talks about the campaign! 3! 2! Campaign resonates with Apple device owners, potential opportunity to steal market share! 1! Truly know your audience to find authentic ways to connect! #NetBaseLIVE
- 31. ENTERPRISE SOCIAL ANALYTICS! Learn more at NetBase.com | call 1-855-762-6764!