1. 5 Hottest Trends in Social Analytics
September 14, 2016

2. Introduction
Mike Baglietto
Sr. Product Marketing Manager
NetBase
2
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3. TRUSTED BY THE WORLD’S
TOP BRANDS.
Transform Customer Data into action to fuel
every aspect of your business
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4. Introduction
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5. Hot Trend #1 CONVERGED MEDIA
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6. 5Hot Trend #1 CONVERGED MEDIA
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7. 6
Analyze Conversations by Channel
Partner activity is VERY LOW – an opportunity for more activity.
Earned media is performing GREAT! Lots of brand mentions and content being shared.
Hot Trend #1 CONVERGED MEDIA
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8. 7
Social Activity by Earned Channels
Hot Trend #1 CONVERGED MEDIA
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9. 8Hot Trend #1 CONVERGED MEDIA
Samsung Earned Conversations
Who is being talked about? What’s being shared?What is trending?
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10. Hot Trend #2 FACEBOOK TOPIC DATA
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11. 10Hot Trend #2 FACEBOOK TOPIC DATA
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12. 11Hot Trend #2 FACEBOOK TOPIC DATA
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13. 12Hot Trend #2 FACEBOOK TOPIC DATA
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• Brand Manager wanted to improve engagement
and presence for a snack brand around sporting
events.
• Identified key demographics and timing to improve
social engagement.
• Created more relevant messaging with better timing
to match engagement patterns prior to game
Improving Product Launch Effectiveness
18-24
MALE
35-66
FEMALE
ASSUMPTIONS Vs. DATA
FRIENDS FAMILY

14. 13Hot Trend #2 FACEBOOK TOPIC DATA
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15. Hot Trend #3 VISUAL LISTENING
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16. 15Hot Trend #3 VISUAL LISTENING
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17. 16
• Information is becoming increasingly more
visual, as consumers’ attention span shrinks
• 65% of CMOs say visual assets are their most
important content*
• Images give up to 50% additional context in
social media analytics
*Source: “From Creativity to Content,” The CMO Council, Aug. 2015.
Hot Trend #3 VISUAL LISTENING
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18. 17Hot Trend #3 VISUAL LISTENING
• Capture all mentions. View and analyze
visual posts for your brand
• Monitor reputation risks. Be the first to
know if your logo is used in inappropriate
context
• Find inspiration. Gain ideas for creative
content and sponsors
• Evaluate campaign performance. Have
a full picture of what your consumers are
sharing
Understand and Manage Your Visual Brand
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19. 18Hot Trend #3 VISUAL LISTENING
Visual Listening Helps Answer These Questions
How are consumers interacting with my
brand right now?
How is my brand being portrayed in partnered and
sponsored events /activities?
Did the new creative make a difference to my
big budget promotion campaign?
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20. Hot Trend #4 AUDIENCE ANALYTICS
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21. 20Traditional Persona Approaches Missed Important Details
• 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
business
• Wealthy
Person 2
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22. 21Traditional Persona Approaches Missed Important Details
• 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
business
• Wealthy
Person 2
Prince Charles Ozzy Osbourne
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23. 22Hot Trend #4 AUDIENCE ANALYTICS
Behavior/
Attitudes/
Personas
Demographic
/
Life Stages
Benefits
Sought/
Occasion
Interests/
Influence
Brand
Affinities
Geography
NetBase
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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24. 23Hot Trend #4 AUDIENCE ANALYTICS
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Market
Research/
White Space
Customer
Strategy
Media
Planning
Marketing Strategy
Content &
Creative
Campaign
Mgmt.
Content & Creative
Development
Campaign
Execution
Campaign
Analysis
Targeted
Advertising

25. 24Hot Trend #4 AUDIENCE ANALYTICS
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26. 25Hot Trend #4 AUDIENCE ANALYTICS
Strong Interest in Emerging Artists
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
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27. 26Hot Trend #4 AUDIENCE ANALYTICS
Over-indexing on animated
television shows
Popular TV Shows Identify
Placement Opportunities
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28. 27Hot Trend #4 AUDIENCE ANALYTICS
Associated with Luxury Brands
A favorite of fashion conscious consumers
Could be related to high female
sentiment and passion index
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29. 28Social Insights Drive 3.7M App Downloads.
Introduced new mobile ordering app for
600+ locations
Identified 3.5 million consumers for precise
emotional and behavioral targeting
• Extend reach by 4X
• 2.5X higher retweet rate
• 20%users more likely to purchase
• Users spend more than $10/order
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30. Hot Trend #5 CUSTOMER EXPERIENCE
MANAGEMENT
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31. 30The Customer’s Expectation is Growing
48% of Americans expect brands to know them and help them discover
new products or services that fit their needs.
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32. 31Hot Trend #5 CUSTOMER EXPERIENCE MANAGEMENT
37%
of CEOs
Say Customer Experience
Management is the top priority.
Source: Gartner CEO Survey
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33. 32Customer Experience Feedback Drives Top Line
Companies can generate up
to $1B of additional revenue
by improving customer
experience score by 10%.
$1BNew Revenue
Source: Forrester

34. 33But, Understanding Customer Data is Very Complex
Data is Everywhere
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35. 34But, Understanding Customer Data is Very Complex
Data is Everywhere Its’s Growing Rapidly
90%
Unstructured
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36. 35But, Understanding Customer Data is Very Complex
Data is Everywhere Its’s Growing Rapidly It’s Mostly Unstructured
90%
Unstructured
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37. 36Transform Customer Data from Any Source
Social Media
Customer CareDigital Channels
Survey Systems
CRM
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38. 37Transform Customer Data from Any Source
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Fuel Every Aspect of Your Business

39. Benefits of a Data Driven Customer Experience 38
Boost Campaign
Performance
Respond to Crises
in Real Time
Lower Customer Care
Costs
Improve Brand
Health
Maximize Product Launch
Results
Drive Customer Acquisition
and Retention
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40. 39Zenni Optical Wanted to Gain More Customers
Traditional Buyer Profiles Lacked Depth
• Traditional persona profiles lacked depth needed to engage
buyers
• Customer data from every digital touch point
• Wanted to analyze all data available to identify most popular
styles and buyer profiles
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41. 40
Social Media
Digital Channels
CRM
Unified view
of CX
Created 4 rich buyer
personas
Engaged consumers with
personalized content
Developed Rich Buyer Personas by Uniting all Digital Touch Points
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42. 41
$1.1M in online revenue
9,655% return on investment
573K unique visitors
Engaging Experience Hits Above Expectations
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43. 42NetBase Best-of-Breed Platform
Open API
NetBase Aggregates and Delivers Insights on All Sources of Data
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44. 43
Omni-Source
Single Platform
Deep Insights
Fast Implementation
Why NetBase
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45. 44Summary
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Converged Media
Facebook Topic Data
Visual Listening
Audience Analytics
Customer Experience Management

46. 45
THREE DAYS OF UNFORGETTABLE SOCIAL MEDIA INSIGHTS
THAT WILL HAVE A DIRECT IMPACT ON YOUR SUCCESS
33 game changing sessions that will inspire
you – Coca-Cola, Visa, Yum! and others
http://www.netbase.com/nblive2016/
OCT 25th-27th IN SAN FRANCISCO

47. Thank youLearn more at NetBase.com | call 1-855-762-6764