1.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Secret of
Vespa’s
Award-winning
Campaign

2.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Agenda
Anna Startseva
Product Marketing
NetBase
@AnnaStartse
Jared Degnan
Director of Digital Strategy
Kellen Company
@jareddegnan
1. Build
winning
campaigns
with
consumer
insights
2. Vespa
ignites
fan
love
3. Create
a
strategy
for
most
impact
4. Best
prac>ces
for
measuring
campaign
ROI

3.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
BUILD WINNING CAMPAINGS
WITH CONSUMER INSIGHTS!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
WHY IS PASSION IMPORTANT
Get consumer insight
to go from a flat
narrative…!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
To a campaign that
takes over customer
opinion like a storm "

6.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
EMOTIONS!
PEOPLE!
SENTIMENT!
BEHAVIORS!
BRANDS!
ACTION!
ATTRIBUTES!
HASHTAGS!
REASON!
Get More From Each Post

7.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
GREAT, THANK, LOVE, !
BEST, CONGRATULATION!
RICHARD BRANSON,
WILBUR ROSE!
SENTIMENT!
FLY, UPGRADE, USE, !
SHOUT OUT!
JETBLUE, SPIRIT,
TRAVELPORT!
ACTION!
OFFER GREAT COURSES,
THANK, BEST AIRLINE!
#TRAVELTUESDAY,!
#FACEOFMLB !
REASON!
Example for Virgin America
EMOTIONS! BEHAVIORS! ATTRIBUTES!
PEOPLE! BRANDS! HASHTAGS!

8.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Measure Emotions for Your Brand & Competition

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Brand Passion Index™ for Airlines
PassionIntensity
Net Sentiment

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
VESPA IGNITES FAN LOVE!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
What makes !
Vespa a Vespa? !

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Problem
Consumers love Vespa, but don’t
differentiate scooters at point of purchase.
The Insight
Vespa owners not only have strong pride of
ownership, they share it more than any
other scooter brand online.
Consumer Insight

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
The Solution
Create a digital lifestyle magazine,
powered by Vespa enthusiasts
themselves, to showcase and increase the
value of the Vespa brand among key 25 to
40 year-olds.
La Vespa Vita!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Best practices for social media analytics
1. Follow consumer passion!
2. Measure expenditure vs.
return for different platforms!
3. Great insights should never
be a surprise!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

15.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
CREATING STRATEGY FOR
MOST IMPACT!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Examine Customer Journey & Barriers
Awareness
Engagement
Evalua>on
Purchase

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Vespa Buyer Profiles
Lifestyle aficionado Engineering fans

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Define the Vespa Lifestyle Through a
Central Online Destination
Established www.lavespavita.com as a new
community-powered online destination for
individuals who have a passion for living
“La Vespa Vita!” (The Vespa Life).
From street fashion trends to innovative
product design, the new site was a call to
action for both brand advocates and new
fans to contribute and share their own
Vespa-inspired content using the most
popular social media platforms.
Enthusiast Engagement

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Curating & Encouraging User-Generated
Photos
The microsite encouraged users to submit
photos that capture their interpretation of
the Vespa Lifestyle via Flickr or Instagram
by using the hashtag #VESPAVITA.
Snapshots and short captions of a person’s
style statement could also be submitted via
Twitter or Instagram with the hashtag
#VESPASTYLE.
Social Media Integrations

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Pair the ask with with a socially
acceptable incentive
The microsite included a sweepstakes for
$1000
in Vespa gear.
Make the Ask

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Engage Users to Talk about their Vespa
Experiences, Online
As part of the digital campaign, the team
also created a self-sustaining blog. Users
who shared content on the microsite were
invited to become contributors to the site’s
blog at www.lavespavita.com/blog.
User-Generated Content Strategy

22.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
BEST PRACTICES FOR
MEASURING CAMPAIGN ROI!

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Measure Campaign Performance
Awareness
Engagement
Evalua>on
Purchase
People
talking
about
the
brand
Expressed
interest
in
purchasing
People
who
submiHed
leads
Talking
about
Vespa
as
a
fashion
icon

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
• 51K visitors in the first three months with an
average visit duration of 4 minutes.
• 24% increase in social media conversation
during the first 6 weeks of the campaign and a
sustained 10% increase in conversation vs.
pre-campaign levels.
• 7.3% growth in share of voice.
• 2,790 sales leads, 45% were completely new to
the Vespa database.
Campaign Results

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
• Media outreach resulted in more than 400
placements totaling 7.8 million impressions.
• 1,441 user photos were submitted.
• 262 style book photos were submitted.
• 29 user submitted blogs
Campaign Results

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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
Communicator Award Winner
Marketing effectiveness – social media

28.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
1. Build winning campaigns with consumer insights
2. Vespa ignites fan love
3. Create a strategy for most impact
4. Best practices for measuring campaign ROI
Summary
Trusted brands run on NetBase

29.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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