how social goes viral: an in-depth look at a top smartphone campaign
TRANSCRIPT
How Social Goes Viral !""
An In-Depth Look at a"Top Smartphone Campaign !!
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Presenter !
Mike Baglietto!Sr. Product Marketing Manager!
@mikebaglietto!
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T R U S T E D B Y T H E W O R L D ’ S T O P B R A N D S . !!
NetBase helps them analyze millions of social media posts, process real-time data, and support every facet of business. !
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O U R P L AT F O R M D E L I V E R S !R E A L B U S I N E S S VA L U E . !
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Social Activity for Samsung Galaxy !
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Social Activity for Samsung Galaxy !
Launched new campaign with Lil Wayne!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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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!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Top Terms Indicate that Campaign is Working!Before! During!
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Increase in S7 awareness
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Before! During!
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Attributes Indicate More Positive Conversations!
Attributes displays the top positives (likes) or negatives (dislikes) expressed about a topic!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Galaxy S7 Ads featuring Lil Wayne!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
What’s happening during the campaign?!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Analyze Conversations by Channel !
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Analyze Conversations by Channel!
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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.!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Social Activity by Earned Channels!
Earned Channels!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
What is the reaction to the campaign?!
Behaviors!Emotions!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Popular Media Being Shared!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Samsung Earned Conversations!
Who is being talked about?! What’s being shared?!What is trending?!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Demographics Around Those That Engaged With The Ad!
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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
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Surprise! Females had higher Sentiment and Passion !
Males! Females!
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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 !
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Lil Wayne was a good choice, but there was and opportunity to get more impressions with promotion on his channels!
CHALLENGE!""
HOW CAN SAMSUNG CONT INUE TO BU ILD ENGAGING CONTENT TO IMPROVE
CAMPAIGN PERFORMANCE? ! "!
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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/ InfluenceInterests/
Brand ABrand A
GeographyNetBase !Audience 3D !
!E x t e n d S t r a t e g y &
S e g m e n t a t i o n I n t o T h e S o c i a l Wo r l d !
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Example: Audience Analysis!
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•! 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
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Strong Interest in Emerging Artists!
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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
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Popular TV Shows Identify Placement Opportunities!
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Over-indexing on animated television shows !
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
A Favorite of Fashion Conscious Consumers!
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Associated with Luxury Brands!•! A favorite of fashion conscious consumers!•! Could be related to high female sentiment
and passion index!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Examining Those with Positive Reception of Commercial!
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68% increase in Brand Sentiment
66% increase in Brand Mentions
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
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Opportunity to steal Apple market share!
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!
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