The document outlines a strategy for effective content marketing on social media, detailing three key steps: discovering brand values that resonate with consumers, identifying best-performing content, and measuring campaign performance. It emphasizes the importance of engaging consumers through meaningful relationships and leveraging user-generated content. Additionally, it highlights successful case studies from various brands, such as Audi and Pepsi, illustrating effective campaign strategies and audience engagement metrics.

1. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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3 STEPS TO
ENGAGING
CONTENT
MARKETING
|

2. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Agenda
Anna Startseva
Product Marketing
astartseva@netbase.com
@AnnaStartse
Jami Blackburn
Marketing Manager
jblackburn@netbase.com
@jami_blackburn
1. Discover brand values and
experiences that resonate
with consumers
2. Know your best performing
content
3. Measure campaign
performance

3. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
#1!
DISCOVER BRAND VALUES
THAT RESONATE WITH
CONSUMERS!
!

4. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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What’s in store for brands in 2015?
Brands will work to gain
attention & engagement
for social campaigns, and
measure desire for their
products. !
! What The Best Brands Will Do in 2015 by Andreas von der Heydt, Head of Kindle
Content at Amazon !
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

5. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Brands focus on
campaigns that
reinforce values!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

6. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Want more
meaningful
relationship
People Believe Relationship with Brands is
One-Sided
87%
Brandshare™ 2014!

7. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Want more
meaningful
relationship
Believe
Brands
Deliver
Consumers Expect More from Brands
87% 17%
• Responsiveness to questions
and ideas
• Creating opportunities for
people to participate
• Having purpose and message
Brandshare™ 2014!

8. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Automobile Industry Analysis

9. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Honda is the Most Social Brand

10. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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NetBase Brand Passion Index™
Passion Intensity
NetSentiment

11. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Top Values & Experiences for Auto Brands
Beautiful
Safety
Quality
Design
Gas Mileage Safety Quality BeautifulDesign
Gas Mileage

12. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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#2!
KNOW YOUR BEST-
PERFORMING CONTENT!

13. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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94% of marketers use
original written content
and 64% use original
visuals!
Social Media Examiner Industry Report 2014!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

14. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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But how do you know what’s
working? !
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

15. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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TEXT POSTS!
ENGAGEMENT!
IMAGES!
SENTIMENT!
CHANNELS!
INFLUENCERS!
TRACK PERFORMANCE OVER TIME

16. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Audi best-performing
content!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

17. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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1. CES2015 !
2. Matte Audi R8!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

18. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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• 18,680 Mentions
• 85% Net Sentiment
• Mostly descriptive – little strong emotion
• Influencers: Business Insider, Audi,
Mashable Tech, Tumblr, Co. Create
• Top Sources: Twitter (67%), News
(15%), Blogs (12%)
• Popular posts: “Audi lets its self-driving
car loose on trip from San Francisco to
Las Vegas”
CES2015 Content Performance
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.

19. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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• 32,620 mentions
• 100% Net Sentiment
• Strong emotions
• Most mentioned term: beautiful
• Most mentioned behavior: want, need
• Top sources: 98% Twitter
• Top authors: social influencers and
super-fans (not Audi)
• Popular posts: “Matte black Audi R8 is
beautiful”
Matte Audi R8 Content Performance
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.

20. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Engagement!
!
Almost 2x more people
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
!
Social Influencers
Super fans
Summary of Learnings

21. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Engagement!
Almost 2x more people
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
!
Social Influencers
Super fans
Summary of Learnings

22. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Engagement!
!
Almost 2x more people
engage with organic
content
Strong Emotions!
!
Beautiful
Need
Want
Top Authors!
Social Influencers
Super fans
Summary of Learnings

23. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Leverage fan-
generated
content!
Almost 2x more people
engage with Matte
Audi R8 content
Create Original Content for Matte Audi R8

24. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Leverage !
fan-generated
content!
Focus on
beauty and
desirability!
Almost 2x more people
engage with organic
content
Leverage top terms:
beautiful, need, want
Focus on What Fans Already Love

25. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Leverage !
fan-generated
content!
Focus on
beauty and
desirability!
Involve
influencers
& super
fans!
Almost 2x more people
engage with organic
content
Leverage top terms:
beautiful, need, want
Influencers and super
fans are already very
engaged
Include Influencers in Creation & Sharing

26. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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#3!
MEASURE CAMPAIGN
PERFORMANCE!

27. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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CAMPAIGN
PERFORMANCE!
SENTIMENT!
CHANNELS!
INFLUENCERS!
ENGAGEMENT!
OWNED VS
SOCIAL CHANNEL
PERFORMANCE!
TRACK PERFORMANCE OVER TIME

28. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.

29. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Campaign
Performance
Sentiment
Top Channels
Influencers
Top Performing Posts
Owned Channel
Performance
Pepsi Halftime Campaign is Going Strong
56K Mentions 88% Twitter Celebs Announcement
“Super Excited” Blake Shelton, Lenny
Kravitz, Pepsi
Most Hyped Hometown

30. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Pepsi #Halftime
Mentions
Sep 14 – Jan 15
Benchmark Performance Over Time
56K

31. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Pepsi #Halftime
Mentions
Sept 14 – Jan 15
Pepsi #Halftime
Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K
56K

32. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Pepsi #Halftime
Mentions
Sept 14 – Jan 15
Pepsi #Halftime
Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K
56K
What
is
driving
be/er
social
campaign
performance
for
the
2015
Super
Bowl
Hal?ime
show?

33. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Katy Perry is a Bigger Social Media Celebrity
19.7M
2.9M
61.6M
63.5M
13.1M
76.8M

34. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Katy Perry Announcement Generated More
Excitement
1K
56% positive
sentiment
4K
87% positive
sentiment

35. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Track Performance on Pepsi Owned Channels

36. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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Best Performing Content on Pepsi Twitter Page

37. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
1. Discover brand values that resonate with consumers
2. Know best performing content
3. Measure campaign performance
Summary
Trusted Brands run on NetBase

38. ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
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