audience insights you must investigate

AUDIENCE INSIGHTS YOU MUST INVESTIGATE

#NetBaseA3D @NetBase

WELCOME

Christopher Leet Sr. Director Product Marketing

NetBase


AGENDA

•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•! A NEW AUDIENCE 3D APPROACH

•! SUCCESS STORIES FROM 7-ELEVEN

•! SUMMARY


CONSUMERS EXPECT BRANDS TO L ISTEN, UNDERSTAND, AND ACT

Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials

Brands willing to change based on consumer opinion

Open dialogue through social channels

Become less about the brand, more about the consumer

52%

44%

38%

@NetBase #NetBaseA3D

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 the Brand & Consumer Angle

AGE OF

EXPERIENCE

AGE OF

VALUE

AGE OF

IDENTITY


SOCIAL IS A GOLD MINE OF CONSUMER INFORMATION

1B

80M

500M

311M

86K HRS

38M

CONTENT CREATED DAILY


THE PROBLEM



THE DEMOGRPAHIC APPROACH

•! Born 1948; grew up in England

•! Married twice •! 2 children •! Successful in

business •! Wealthy

Person 1 •! Born 1948; grew up

in England •! Married twice •! 2 children •! Successful in


Person 2


THE DEMOGRPAHIC APPROACH




Person 1

@NetBase

Ozzy Osbourne




Prince Charles

Person 2

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

Fractional View


INTRODUCING AUDIENCE 3D

Go beyond the industry’s standard flat analytics. Gain the entire, dimensional social story— and a profound

understanding of your audience to deliver real value. !


FROM

Dated proxies

Inaccurately ASSUME what might

drive a specific audience

TO

NEW NetBase Audience 3D

Accurately KNOW what’s driving an

audience, right now

Psychographic dimensions See in real-time

Feel-alike, Want-alike, Do-alikes All Happening in 42 languages Worldwide

Focus groups Surveys

Look-alike demographics White papers, reports, syndicated research


AUDIENCE 3D CAN CHANGE YOUR BUSINESS

Marketing Strategy Content & Creative Development

Targeted Advertising

Get a dimensional understanding of your

consumer.

Develop audience-centric content that will resonate.

Deliver the right message to the right audience at the right time—then

track and measure it.


AGENDA




•! SUMMARY


HOW IT WORKS

Then use the results for your next move!

3 . TA R G E T

1 . D E F I N E

2 . K N O W


Keyword Mentions

Pre-existing List

Followers

D E F I N E Y O U R A U D I E N C E

Build the specific audience you want to know and target with Twitter data.

!

Email to ID Conversion


K N O W Y O U R A U D I E N C E

Star Wars™ usage and attitude!


Usage and Attitude

Indexing

Custom Analysis

Twitter Insights

#NetBaseA3D

K N O W Y O U R A U D I E N C E

Unlock real-time psychographic insights to understand every layer of your audience.


Usage and Attitude

Indexing

Custom Analysis

Twitter Insights

#NetBaseA3D

CUSTOM ANALYSIS

A S K Y O U R O W N Q U E S T I O N S A B O U T Y O U R A U D I E N C E

W h e r e a r e t h e y e a t i n g ?

W h a t a r e t h e y w a t c h i n g ?

W h o a r e t h e y l i s t e n i n g t o ?


TRENDING D I S C O V E R H O W A U D I E N C E I N T E R E S T S C H A N G E

O V E R T I M E

2 Q 2 0 1 5 3 Q 2 0 1 5 4 Q 2 0 1 5


1 Q 2 0 1 5

INDEXING R E A L - T I M E I N S I G H T S I N TO W H AT I S U N I Q U E

A B O U T Y O U R A U D I E N C E


Star Wars™ vs. Gen Pop – Movies & Shows

+ F I R S T A C C E S S TO T W I T T E R ’ S N E W A U D I E N C E D ATA


TWITTER INSIGHTS L E T S Y O U K N O W I N T E R E S T S & AT T R I B U T E S O F

A N Y A U D I E N C E A N Y T I M E


DEMOGRAPHICS D E M O G R A P H I C I N S I G H T S I N TO G E N D E R , A G E ,

I N T E R E S T S , P R O F E S S I O N , E T H N I C I T Y


TA R G E T Y O U R A U D I E N C E

Reach your expanding consumer group to drive meaningful growth.


Engaging Content

Partnerships & Sponsorships

Tailored Audiences

Loyalty Programs

M E A S U R E

Tie social to strategic campaigns with advanced campaign performance metrics.


Earned Metrics

Owned Metrics

Paid Metrics

@NetBase

Nutella

Pizza

Star Wars / BB-8

Across Age

Adele


Football Across Age Across AgeAcross AgeAcross AgeGotham

AGENDA




•! SUMMARY



SLURPEE LAUNCH OBJECTIVES

IDENTIFY AUDIENCES WHO WOULD LOVE THE NEW FLAVOR

CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT

EXTEND REACH AND INCREASE FAN ENGAGEMENT

1

2

3


7 -ELEVEN SLURPEE LAUNCH

Identified Slurpee, SOUR PATCH Kids, Sour Food and QSR Fans

Developed personalized messaging for each segment

#NetBaseA3D

7-ELEVEN SLURPEE LAUNCH RESULTS

Higher engagements

3M unique fans

2X Engagement rate


7-ELEVEN SLURPEE LAUNCH ONE OF THE MOST SUCCESSFUL ACTIVATIONS


With NetBase Audience 3D, we were able to identify passionate audience segments that would love our new

Slurpee. This helped us extend reach by 3 million users and increased engagement by 2X, making this one of the year's

most successful activations.”

- Matthew Schmertz, Senior Manager of Digital Marketing

A LOOK INTO LOYALTY


CONSUMERS ARE ADOPTING LOYATLY PROGRAMS FASTER THAN EVER

Source: Colloquy, Feb. 2015

2.1 Billion

2.6 Billion

3.3 Billion


2010

2012

2014

Total U.S. Members

BUT ONCE SIGNED UP, MEMBERS USUALLY JUST! FADE AWAY

Source: Colloquy, Feb. 2015


Inactive Members

58%

The Average US household is enrolled in 29 loyalty programs… but active in only 12


7-ELEVEN LOYALTY AUDIENCE OBJECTIVES

HOW SHOULD I SPEAK TO MY LOYAL AUDIENCE

1

2

3

IDENTIFY RELEVANT PRODUCTS TO PROMOTE

HELP ME UNDERSTAND MY LOYAL AUDIENCE


7REWARDS AUDIENCE APPROACH

Loyalty program members mapped to Twitter handles

Discovered unique traits and consumption habits of loyal customers

Informed creative and messaging for mobile

campaigns

7-Eleven used Audience 3D to discover the unique traits and habits of loyal customers for highly personalized and targeted marketing messaging.

7 -ELEVEN LOYALTY AUDIENCE ANALYSIS

Interested in promos & giveaways

Breakfast & coffee are popular topics

Communicate with strong emotions


7-ELEVEN LOYALTY AUDIENCE ANALYSIS


Audience 3D dimensionalizes our customer understanding in new & valuable ways.!We are able to uncover real personality

traits, interests, and consumption habits above and beyond our in-store data.!This real-time knowledge drives immense value in

developing highly impactful and engaging marketing programs.

- Matthew Schmertz, Senior Manager of Digital Marketing

AGENDA




•! SUMMARY


A HEART-TO-HEART WITH MILL IONS.

Tap into a custom audience for goal-specific insights, harder hitting custom creative, and campaigns that will heighten

customer engagement—and your bottom line.


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