using social audience data to create customer-centric content

WELCOME

Bob Ciccone EVP, Strategy & Products

NetBase

Christopher Leet Sr. Director Product Marketing

NetBase

#NetBaseA3D @NetBase

AGENDA

•! NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS

•! NEW AUDIENCE 3D PRODUCT DEEP DIVE

•! SUCCESS STORIES FROM TACO BELL & 7-ELEVEN

•! SUMMARY


WHAT EVERY MARKETER SHOULD KNOW ABOUT

SOCIAL AUDIENCE ENGAGEMENT


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


THE PROBLEM


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

Fractional View


INTRODUCING AUDIENCE 3D IN THE AGE OF YOU

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!

@NetBase #NetBaseA3D

Usage and Attitude

Indexing

Custom Analysis

Twitter Insights

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

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

1 Q 2 0 1 5 2 Q 2 0 1 5 3 Q 2 0 1 5 4 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 Twitter campaign metrics.


Earned Metrics

Owned Metrics

Paid Metrics

@NetBase

Nutella

Pizza

Star Wars / BB-8

Across Age

Classic Rock


NFL FAN Across Age Across AgeAcross AgeAcross AgeGotham

AGENDA




•! SUMMARY


THREE BIG OBJECTIVES

EXTEND REACH TO AUDIENCES THAT ACT LIKE MY FOLLOWERS

INCREASE ENGAGEMENT & IN APP PURCHASE RATES

HELP US UNDERSTAND OUR ENGAGED AUDIENCE FOR SMARTER MARKETING

1

2

3


TACO BELL MOBILE APP RESULTS

3.5M speaking positively

Created 90 emotional & behavioral micro-segments

Targeted segments via Promoted Tweet


TACO BELL MOBILE APP RESULTS

20% Higher Purchase Rate

4X Reach

2.5X RT Rate


TRACK & KNOW YOUR AUDIENCE

What they Crave What they Eat


FIND MORE WAYS TO EXPAND TARGETING

What they Use Waze / Taco Bell Potential


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


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.


LIKE NOTHING ELSE No longer guessing what your audience thinks and feels.

Create completely custom

audiences

Discover real-time emerging

trends

Filter down results to what

you need

Target and measure valued

audiences


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