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How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016

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Sean Chinski's presentation from the Digiday Retail Summit in Nashville.

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How Social Analytics Drives Highly Effective Campaigns, Digiday Retail Summit, June 28th, 2016

  1. 1. How Social Analytics Drives Highly Effective Campaigns Sean Chinski Vice President of Sales NetBase @schinski @schinski
  2. 2. CHALLENGE MAR KETER S SEEK TO BU ILD U N IQU E EXPER IEN C ES & PERSONALIZED MESSAGING. . . YET FIND DIFFICULTY INCORPORATING SOCIAL DATA WITH EXISTING CUSTOMER ANALYSIS @schinski
  3. 3. NetBase Audience 3D Exte n d Str a te g y & Segmentation Into Th e So c ia l Wo r ld Behavior/ Attitudes/ Personas Benefits Sought/ Occasion Interests/ Influence Brand Affinities Geography @schinski Demographic/ Life Stages
  4. 4. NetBase Audience 3D : Use Cases & Examples Market Research/ White Space Customer Strategy Media Planning Marketing Strategy Content & Creative Campaign Mgmt. Content & Creative Development Campaign Execution Campaign Analysis Targeted Advertising “Gamers” media preferences for sponsorship opportunities Competitor Fans Retail preferences for potential acquisition research Millennial Moms: purchase habits for market research Houston customers vs. local pop. analysis for ideation & messaging Partner Brands target audience lists for advertising based on affinityHome Buyers customer behavior for ad & channel strategy Loyalty Program lift by segment & brand/campaign. Attribute analysis for campaign refinement Note: Audiences are illustrative. All are applicable across each use case @schinski
  5. 5. @schinski CPG looking to generate campaign ideas for spring launch Wants to uncover latest healthy eating trends for new creative and messaging Objective Illustrative: End-to-End Audience/Use Case Mapping Audience Identification & Analysis Builds an audience based on people who discuss “wanting to be a better me” Looks at 6 months of mentions to maximize audience size Overlays themes of (1) superfood (2) nutrition (3) dieting to pinpoint insights Outcome • Discovered over-indexed usage of the hashtag #worthit when it came to the challenge of dieting • Found support messaging between people trying to “live better” • Saw 5x lift in messaging engagement on social after tailoring its campaign to those insights
  6. 6. @MihirMinawala
  7. 7. 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 @schinski
  8. 8. TACO BELL MOBILE APP RESULTS 3.5M speaking positively Created 90 emotional & behavioral micro-segments Targeted segments via Promoted Tweet @schinski
  9. 9. TACO BELL MOBILE APP RESULTS 20% Higher Purchase Rate 4X Reach 2.5X RT Rate @schinski
  10. 10. TRACK & KNOW YOUR AUDIENCE What they Crave What they Eat @schinski
  11. 11. FIND MORE WAYS TO EXPAND TARGETING What they Use Waze / Taco Bell Potential @schinski
  12. 12. FIND MORE WAYS TO EXPAND TARGETING What they Use Waze / Taco Bell Potential @schinski
  13. 13. SLURPEE LAUNCH OBJECTIVES IDENTIFY USERS WHO WOULD LOVE THE NEW FLAVOR WHICH COULD NOT BE DONE THROUGH DEMOGRAPHICS CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT TARGET AUDIENCES TO EXTEND REACH AND INCREASE FAN ENGAGEMENT 1 2 3 @schinski
  14. 14. 7-ELEVEN SLURPEE LAUNCH Identified Slurpee, SOUR PATCH Patch Kids, and QSR Fans Developed personalized messaging for each segment @schinski
  15. 15. 7-ELEVEN SLURPEE LAUNCH RESULTS Higher number of total engagements Extended reach to 3M unique fans 2X Engagement rate of previous campaigns @schinski
  16. 16. A HEART-TO-HEART WITH MILLIONS • Tap into a custom audience for goal-specific insights • Design harder hitting custom creative • Build campaigns that will heighten customer engagement—and your bottom line. @schinski

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