This document summarizes Beam Inc.'s approach to using social media. It discusses how Beam thinks about consumers as a "TV network" and aims to engage them to share brand stories. It outlines Beam's social media team and strategy. It also explains how Beam uses NetBase's social media analytics to monitor conversations, measure campaign results, and inform marketing efforts like those for Maker's Mark and Hornitos. Finally, it summarizes the social media response to Beam's acquisition announcement by Japanese company Suntory.
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Discover how StarHub drives customer loyalty and top-line revenue through Gam...Darren Choo SlideShare
Organisations are just realising the positive impact of gamification on improving your connection to your customers by rewarding them for performing desired actions, leading to better overall customer experience and increase NPS.
Learn how StarHub designed gamification into their CEM plan to reward advocates
Defining the goals of your gamification strategy
How has gamification positively impacted StarHub’s ability to respond to comments and feedback on social media?
Learn how to encourage greater adoption
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Here are the slides of our masterclass at Web Summit, where we discussed key emerging social media trends as we transition into a more hopeful 2022 from social commerce to niche platforms – we’ll cover them all.
Discover how StarHub drives customer loyalty and top-line revenue through Gam...Darren Choo SlideShare
Organisations are just realising the positive impact of gamification on improving your connection to your customers by rewarding them for performing desired actions, leading to better overall customer experience and increase NPS.
Learn how StarHub designed gamification into their CEM plan to reward advocates
Defining the goals of your gamification strategy
How has gamification positively impacted StarHub’s ability to respond to comments and feedback on social media?
Learn how to encourage greater adoption
Case Study: How StarHub Discovered What Their Consumers Are Talking AboutDarren Choo SlideShare
Developing a social listening strategy to track consumer sentiments & interests
Harvesting valuable consumer insights from social media analytics
Critical success factors & pitfalls to avoid in social media monitoring
Use Email Marketing and Social Media Together to Drive RevenueBlueHornet
Top retail marketers are using email to bridge the gap between social media marketing and incremental revenue. Here's your chance to engage leaders in social email and learn how they use email and social media to:
- Identify their brand's most profitable social influencers
- Motivate influencers to spread the word about their brand
- Measure the growth and value of their brand's social presence
- Target influencers and like-minded fans when they're ready to buy
Marketing through the behavior cycle. @RogerHurni @OffMadisonAveRoger Hurni
Marketing Through the Behavior Cycle was presented first at the 2014 the Arizona Governors Conference of Tourism. It focuses on using behavior triggers to align messaging and remove a funnel driven approach.
Delivering a Winning Influencer Marketing PitchRustin Banks
“An influencer outreach program is quickly becoming indispensable to the modern digital marketing strategy. Influencers are more valuable to brands now than they’ve ever been for their ability to deliver on social chatter, earned media, and action.” –Tessa Wegert, ClickZ
Ways to explain why influencer marketing is valuable to brands.
Topics to address when pitching influencer marketing.
Tips for outlineing a well executed campaign.
Questions you have about influencer marketing.
Learn why including influencer marketing as part of your pitch to clients will separate you from the competition.
Social CRM Seminar 2014
How StarHub Successfully Evolved from Traditional CRM to Social CRM
- From traditional CRM to social CRM – Understanding how the social element has changed business interactions
- Reasons for StarHub’s decision to venture into social CRM
- How StarHub successfully integrated social media into established channels for marketing & customer service
- How StarHub planned & deployed its social CRM strategies
- Aligning social CRM strategy with the customer buying process
- Ensuring that social CRM initiatives are synced with business objectives
Building lasting relationships with your existing customers and members drives business success. Making that happen is called "Engagement Marketing." Having an Engagement Marketing strategy is the key to inspiring your most passionate customers and advocates to: have conversations with you and fellow customers, share stories and opinions, and share your content with their own social circle.
Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.
MindShift Metrics, the Research arm of MindShift Interactive, interviewed and analyzed audiences to gain Insights into the Digital Habits of a Fine Dining Customer. This report would be beneficial for anyone in the Hospitality industry hoping to understand their customers and gain a better positioning in the market.
A majority of Restaurants are using digital to communicate and engage with their customers, but how many are actually reaping the benefits of digital to the fullest? How many are able to gain insights into customer wants and emotions?
We take you on a journey of the digital customer and their experience within Fine Dining to enable you to gain insights onto them and build up your establishment to cater to the ever-growing competition and the need for digital integration within your business.
This Report has now been made available for free after a "For Sale" Partnership with Social Samosa for 12 months.
Nicole Kelly, CEO of Social Media Explorer, shares on this one hour webinar how social media offers significant efficiencies in B2B and B2C sales cycles. The key is to understand where it fits, which levers you need to dial up and how to track the results.
Join Nichole and you will soon be able to:
Drive sales using social media
Capitalize on opportunities and scale social selling efforts
Learn how to track efforts in a way that will tell the full story of social's role in sales
Today, there's more opportunity than ever before to access and visualize social information in a way that helps companies mitigate risk, sustain positive brand image, and ultimately connect with more consumers to grow business.
Join this interactive session to gain best practices from global brands and leading agencies on business visualizations. The webinar will be led by Anna Startseva, Product Marketing Manager at NetBase.
KEY TAKEAWAYS:
Learn how social visualizations can help you drive business growth.
Gain best practices to mitigate risk, sustain brand image, and connect with consumers with social visualizations.
Hear success stories from experienced brand leaders.
How companies approach brand reputation and measure its actual value is going through a major transformation. With social channels playing a bigger-than-ever role, thought leaders today are deploying advanced social listening to help increase brand value while reducing and managing risks to reputation.
Watch this webinar to hear Robert Fronk of reputation strategists Purple Strategies and NetBase CMO Pernille Bruun-Jensen for an insightful look at trends and best practices of using social media analytics to achieve day-to-day and long-term positive brand reputation. You will find out:
KEY TAKEAWAYS:
How to innovate around business value
What leading brands are doing to rapidly identify social decision situations
How to reduce costs and improve notification across the team
“You can still dunk in the dark.” Those are Oreo’s now-famous words heard around the social media world, and the creative concept behind a great example of the new wave of real-time marketing. It’s is where Logic meets Magic!
You will learn:
Plan for real-time opportunities that transcend multiple channels
Get results that move campaigns beyond hype via social
Employ best practices for developing a program for real-time marketing
Case Study: How StarHub Discovered What Their Consumers Are Talking AboutDarren Choo SlideShare
Developing a social listening strategy to track consumer sentiments & interests
Harvesting valuable consumer insights from social media analytics
Critical success factors & pitfalls to avoid in social media monitoring
Use Email Marketing and Social Media Together to Drive RevenueBlueHornet
Top retail marketers are using email to bridge the gap between social media marketing and incremental revenue. Here's your chance to engage leaders in social email and learn how they use email and social media to:
- Identify their brand's most profitable social influencers
- Motivate influencers to spread the word about their brand
- Measure the growth and value of their brand's social presence
- Target influencers and like-minded fans when they're ready to buy
Marketing through the behavior cycle. @RogerHurni @OffMadisonAveRoger Hurni
Marketing Through the Behavior Cycle was presented first at the 2014 the Arizona Governors Conference of Tourism. It focuses on using behavior triggers to align messaging and remove a funnel driven approach.
Delivering a Winning Influencer Marketing PitchRustin Banks
“An influencer outreach program is quickly becoming indispensable to the modern digital marketing strategy. Influencers are more valuable to brands now than they’ve ever been for their ability to deliver on social chatter, earned media, and action.” –Tessa Wegert, ClickZ
Ways to explain why influencer marketing is valuable to brands.
Topics to address when pitching influencer marketing.
Tips for outlineing a well executed campaign.
Questions you have about influencer marketing.
Learn why including influencer marketing as part of your pitch to clients will separate you from the competition.
Social CRM Seminar 2014
How StarHub Successfully Evolved from Traditional CRM to Social CRM
- From traditional CRM to social CRM – Understanding how the social element has changed business interactions
- Reasons for StarHub’s decision to venture into social CRM
- How StarHub successfully integrated social media into established channels for marketing & customer service
- How StarHub planned & deployed its social CRM strategies
- Aligning social CRM strategy with the customer buying process
- Ensuring that social CRM initiatives are synced with business objectives
Building lasting relationships with your existing customers and members drives business success. Making that happen is called "Engagement Marketing." Having an Engagement Marketing strategy is the key to inspiring your most passionate customers and advocates to: have conversations with you and fellow customers, share stories and opinions, and share your content with their own social circle.
Do you ever think that agencies are lucky to be able to work with such a wide variety of clients? If you’re in an agency, do you ever dream of how you could change your client’s approach if you were in the trenches? Grace Goodman will discuss the transition from agency life to being client-side at a DMO. She will talk about challenges she faces in merging the worlds of agency and DMO life and will share how the knowledge she gained from her agency days influences what she works on now – helping Destination DC improve its digital strategy – by focusing on content marketing, social media, email, web strategy and user experience.
MindShift Metrics, the Research arm of MindShift Interactive, interviewed and analyzed audiences to gain Insights into the Digital Habits of a Fine Dining Customer. This report would be beneficial for anyone in the Hospitality industry hoping to understand their customers and gain a better positioning in the market.
A majority of Restaurants are using digital to communicate and engage with their customers, but how many are actually reaping the benefits of digital to the fullest? How many are able to gain insights into customer wants and emotions?
We take you on a journey of the digital customer and their experience within Fine Dining to enable you to gain insights onto them and build up your establishment to cater to the ever-growing competition and the need for digital integration within your business.
This Report has now been made available for free after a "For Sale" Partnership with Social Samosa for 12 months.
Nicole Kelly, CEO of Social Media Explorer, shares on this one hour webinar how social media offers significant efficiencies in B2B and B2C sales cycles. The key is to understand where it fits, which levers you need to dial up and how to track the results.
Join Nichole and you will soon be able to:
Drive sales using social media
Capitalize on opportunities and scale social selling efforts
Learn how to track efforts in a way that will tell the full story of social's role in sales
Today, there's more opportunity than ever before to access and visualize social information in a way that helps companies mitigate risk, sustain positive brand image, and ultimately connect with more consumers to grow business.
Join this interactive session to gain best practices from global brands and leading agencies on business visualizations. The webinar will be led by Anna Startseva, Product Marketing Manager at NetBase.
KEY TAKEAWAYS:
Learn how social visualizations can help you drive business growth.
Gain best practices to mitigate risk, sustain brand image, and connect with consumers with social visualizations.
Hear success stories from experienced brand leaders.
How companies approach brand reputation and measure its actual value is going through a major transformation. With social channels playing a bigger-than-ever role, thought leaders today are deploying advanced social listening to help increase brand value while reducing and managing risks to reputation.
Watch this webinar to hear Robert Fronk of reputation strategists Purple Strategies and NetBase CMO Pernille Bruun-Jensen for an insightful look at trends and best practices of using social media analytics to achieve day-to-day and long-term positive brand reputation. You will find out:
KEY TAKEAWAYS:
How to innovate around business value
What leading brands are doing to rapidly identify social decision situations
How to reduce costs and improve notification across the team
“You can still dunk in the dark.” Those are Oreo’s now-famous words heard around the social media world, and the creative concept behind a great example of the new wave of real-time marketing. It’s is where Logic meets Magic!
You will learn:
Plan for real-time opportunities that transcend multiple channels
Get results that move campaigns beyond hype via social
Employ best practices for developing a program for real-time marketing
Creating great original content consistently ranks as one of the top priorities for marketers. But how do you know what content and campaign elements struck a cord with your consumers? Watch this webinar to learn how to use social media to create powerful content, track consumer responses, and evaluate content performance, specifically:
Discover brand values and experiences that resonate with consumers
Identify best-performing content for your brand
Measure campaign performance over time
During the webinar, we’ll discuss examples from the automobile industry and the Pepsi Superbowl Halftime campaign.
Marketers continuously strive to deliver personalized content to their audience, using engagement with their brand - and similar brands - as a primary driver. But personalization extends far beyond brand interaction.
The rise of social media and social networks has opened a door for marketers. Audiences are revealing more about themselves now than ever before: the things they like, want, need, and care about. Marketers now hold the key to boosting campaign performance.
Find out how one of the nation’s biggest airlines uses social analytics to re-engage with their customers to propel their customer service and loyalty ratings.
Hear Katy Phillips, Social Communications Analyst for American Airlines, explain why American was one of the first major airlines to actively engage customers online. Learn more as she shares how NetBase helped American as a way to respond immediately to customer feedback, to engage customers, and:
Accurately and efficiently measure activity to fine-tune customer support processes
Increase brand loyalty by bolstering their connection with customers
Mitigate negative feedback around travel hassles
Monitor and analyze customer support issues
Engage in the online conversation to boost customer satisfaction
NetBase invites you to a webinar on the airline industry. There is a vast difference among airlines’ social performance and great learnings from the best in class. This webinar takes a close look at the top 7 airlines to uncover:
Best practices for customer experience and PR crisis management
Which airlines are gaining consumer confidence in the category
What’s at the core of an amazing customer experience.
Learn how wireless enterprise T-Mobile has dialed into customer needs and as a result, modified support processes based on insights gained from using NetBase solutions.
Watch the webinar and learn from T-Mobile's Social Customer Support Sr. Manager Michelle Mattson:
What challenges prompted the search for an optimum social analytics solution
How NetBase has improved customer engagement, support and internal processes
Results and short/long term goals for social engagement
Join Josh Martin, Social Media Manager for Arbys, as he describes how the company built their social media command center in less than 30 days and got immediate results. Find out how a leading nationwide casual dining chain used NetBase as the foundation technology for its Social Command Center to make decisions at the speed of social.
Hear Josh Martin, Social Media Manager for Arby’s, talk about how NetBase helped:
Deliver a command center that fit into Arby’s corporate culture
Establish working best practices for Arby’s social analysts
Analyze the results from the now infamous Pharrell tweet
Learn:
How Arby’s got tens of thousands of retweets and millions of impressions by tweeting to Pharrell about his Arby’s-like hat on the Grammys and Oscars.
Why a social command center is critical to receiving and responding to customer feedback in real time
Why the right timing and tools are essential to implementing and maintaining a command center
The most powerful way for brands to engage consumers is by connecting with them as individuals. Marketers can now go beyond demographic targeting to create completely custom audiences using psychographics and social behavior data to understand what consumers love, what they want, and what they are going to do next. This authentic view of valued audiences has already been proven by leading B2C companies to drive marketing strategy, content development, and targeted advertising.
Watch this webinar to learn about a new innovation, NetBase Audience 3D™, that gives you the entire, dimensional social story and a profound understanding of your audience to drive real value.
Key takeaways include:
How to take advantage of social, real-time data for a complete understanding of any audience
New Audience 3D product deep dive
Success stories from Taco Bell and 7-Eleven, Inc.
Whether customer care is looking to deliver timely responses to ensure the highest customer satisfaction or marketing is looking to amplify the message of a brand advocate to increase brand equity, accurately pinpointing the conversations that matter most to your brand can reduce customer care costs and maximize your reach.
Watch now to hear the top 3 benefits of deploying best of breed analytics and engagement platforms, NetBase and Spredfast, and how they allow brands an unprecedented way to find customer stories and join the conversation.
You will also learn to:
Segment and prioritize conversations for customer care
Recognize crisis situations faster
Amplify the message of brand advocates
Drive opportunities down the purchase funnel
When it comes to social media analytics, agencies often lead the charge with ground-breaking research, thought-provoking findings, and state-of-the-art technology to help their clients grow.
Watch this webinar to hear how Ogilvy PR experts use what's new in social media analytics to help clients successfully reach their consumers with personalized, relevant messages. You'll learn best practices and success stories for brand health analysis, competitive intelligence, and campaign monitoring.
KEY TAKEAWAYS:
Sharpen your social analytics knowledge about brand health, competitive intelligence, and campaign monitoring
Hear how leading companies rely on social insights to yield a larger share of mind and wallet from their target customers
Learn how to segment your audience for personalized content and innovative measurement techniques
Watch this webinar to learn how Jared Degnan, the creator of Vespa’s award-winning digital campaign La Vespa Vita, achieved 51K visitors to the campaign site in the first 3 months, generated almost 3K sales leads, and drove 400 media placements, specifically:
How social analytics helped discover fan passion that fueled the widely successful campaign
Ways to create campaign strategy for the biggest impact
Best practices for measuring campaign ROI
Is brand loyalty dead in the age of the social consumer? Our latest social report clearly says brand loyalty is on the rise for brands that are doing it right by consumers.
Watch this webinar to learn more as we discuss how top beauty brands are doing it right in gaining loyal followers and differentiating themselves in the eyes of consumers. You'll learn about best-in-class brands that are investing in positive experiences to grow consumer sentiment and the innovative measurement techniques they use to build consumer loyalty.
KEY TAKEAWAYS:
Gain best practices on improving and measuring lift on customer experiences at key touch points
Preview the latest Brand Passion Report on Beauty & Skincare and see which brands are gaining momentum
Learn innovative loyalty and measurement techniques now possible with social analytics
Companies are no longer the authority on their business, marketplace and brand—consumers are. That’s why listening to the online conversation to hear what consumers are saying is the new key to success for disruptive innovations, successful product launches, brand positioning and more.
Social analytics can help your organization find real-time insights and adopt a new process for delivering innovative products that closely match consumer needs and therefore gain wider acceptance much more quickly.
Key Takeaways
Listen to Malcolm and learn:
What fundamental changes organizations must make to deal with the cultural shift that has transferred power to consumers
How social listening makes possible the real-time marketing that consumers now expect
Real-world case studies about the process of using social insights to drive product development focused on clearly identified consumer needs
Social Media 2010: Competitive Advantage and SurvivalPatsy Stewart
The Salem-Roanoke County Chamber hosts a seminar Social Media 2010: Competitive Advantage and Survival, presented by Entwine Inc. The seminar will focus on changing the mindset of Company Owners and Senior level Executives and educate them on Social Media and how it will impact their business whether they participate or not.
Social sharing in B2B: Understanding the cycle of influenceKeller Fay Group
Cognito Insights, Cognito’s new practice area dedicated to impactful analytics and actionable intelligence, partnered with Keller Fay, an Engagement Labs Company focused on data and technology that measures and tracks online and offline conversations and influencers, for a two-part webinar series on social sharing in B2B financial services.
Although the concept of social sharing is an old one, the challenges and opportunities of social sharing in the age of technology continue to stir debate in the communications community. This first webinar (February 2016) on “understanding the cycle of influence” will cut through the buzz and explore the impact of social sharing, implications for measurement and strategies for implementation. A second webinar (March 2016) will provide a deep-dive into measurement tools and tactics.
Speakers:
Steve Thomson, MD UK, Keller Fay, an Engagement Labs Company
Eli Singer, CMO, Engagement Labs
Vivienne Hsu, Director, Cognito
Katie Kinnear, Social Media Manager, Cognito
Lithium Likes to Loves Tour - Silicon ValleyLithium
Turn customer likes into customer loves! Get all the presentations from the Lithium Likes to Loves tour stop in Silicon Valley--Lithium, 24 Hour Fitness, HP, and Edelman Digital.
Putting Social Intelligence To Work (from #SMWLA)Sysomos
In this presentation, we discuss the theories of social intelligence, its value to brands online. We then quickly jump in to practical use cases for you to put to use in your workplace.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Ira Kaufman and Patsy Stewart with Entwine Inc., at the 2010 ASC Spring Conference.
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
Using Social Intelligence for Business Decision Making - A Masterclass Presen...Sysomos
Social media has become table stakes for any brand these days, but how can you move beyond just monitoring and responding to using social intelligence to make smart business decisions?
This presentation will explore this topic and show you examples of how some companies are already doing this.
Similar to Beam Uses Social Insights To Stay in Good Spirits (20)
From its earliest uses for monitoring brand health and crisis management, social analytics has evolved into the most important asset for deep consumer insights and brand engagement. However, failure to keep pace with rapid technological evolution of the social web creates gaps in the consumer insights used to fuel critical business decisions across your enterprise.
Watch now and learn as we uncover the 5 hottest trends in social media analytics including:
Converged media
Facebook topic data
Visual listening
Audience analytics
Integration with other data sources
Marketers today are faced with an ever-growing volume of business metrics. However, more data does not always mean better insights to grow the business. Social media analytics answer the WHY behind raw metrics and unlock real-time and accurate understanding of consumers and interactions with brands and products. With this knowledge, brands can create winning campaigns and elevate customer experiences.
Watch the webinar to hear experts from dp, Halverson Group and NetBase as they discuss how social analytics complete the full picture of how consumers make buying decisions and drive effective branding and customer experience strategies at key consumer touch points.
KEY TAKEAWAYS:
Humanize target consumer with conversation intelligence
Unlock the “WHY” behind consumer purchase behavior
Hear how B2C brands use social to drive business value
Gain best practices with social media intelligence
To deliver value in today’s business climate and with a new generation of consumers, marketers are increasingly learning that ‘old tricks’ and predictable branding games – might not get the desired impact.
Watch the webinar to hear Nichole Kelly, CEO of Social Media Explorer as she unveils a bold look into how most brand actions can be grouped into 13 'game groups’. These game groups are not all equally well received. Nichole is joined by Pernille Bruun-Jensen, CMO of NetBase, as they review the power of a new Marketing approach that resonates, brought to life through deep dives on brands like:
Nike
Mercedes Benz
Dollar Shave Club
Dyson
Get the tips on how to get your brand ready to win the hearts and minds of today’s consumer – a more savvy consumer than ever.
Millennial consumers are a challenge for companies; they are hard to reach and even harder to keep loyal. Only 3% of millennials are moved by traditional advertising, preferring instead to make purchase decisions based on what they consider to be authentic peer reviews and social media. In this environment, successful marketers will need to have a deep understanding of their audiences’ thoughts and feelings to engage them and drive future revenue.
Social media data unlocks a new, unsolicited, uncensored, and real-time view into billions of consumers’ hearts and minds. This intimate look into people’s lives, ideas, and behaviors offers an unprecedented opportunity for smart marketers to get ahead of the game and drive growth, reach and loyalty.
Watch the webinar to hear experts from Taco Bell, Twitter, and NetBase to hear how leading brands succeed in marketing to millennials with new social audience data.
KEY TAKEAWAYS:
Marketing to millennials best practices from Taco Bell's mobile app launch
New Twitter Audience Data to unlock dimensional understanding of consumers
How to do audience segmentation, campaign development and engagement with social media analytics
Delivering relevant, personalized content has always been the goal of marketers. The ability to create completely custom audiences using psychographics and behaviors in addition to demographics provide more dimensional knowledge for marketers. This more complete view of the target audience will give us better insights on how to engage them and drive future revenue.
Never before has technology enabled brands to have an unprecedented view into an audience and connect with them in authentic ways to drive real business value – and create better experiences.
Watch the webinar to hear NetBase CMO, Pernille Bruun-Jensen, and Altimeter principal analyst and award-winning author, Brian Solis, as they unveil:
A new study into the StarWars™ audiences’ deepest desires and brand preferences
What it means by “the consumer experience IS the brand”
The power of psychographic targeting for business and brand value
KEY TAKEAWAYS:
How to discover emerging trends in real-time
Best method to target and measure campaigns
How to do audience segmentation, campaign development and engagement with social media analytics
How consumer experience impacts brand loyalty and revenue
It’s no secret that a personalized experience is the way to the consumer’s heart. But demographics don’t tell the whole story. The wealth of social data available to marketers today offers the opportunity to create highly specific content for highly specific audiences based on their social behavior.
Watch as audience data experts from Internet Marketing Inc. and NetBase discuss the future of marketing in a social data-driven world. They reveal how a customer-centric content strategy helped one retail brand generate $1 million in revenue and an astounding 9,655 percent ROI during the first six months of campaign activation. You’ll find out:
How to develop engaging content and drive ROI using audience social data
How to harness the power of behavioral and psychographic targeting for business and brand value
How to drive marketing reach with audience segmentation, campaign development and consumer engagement
To be effective, brands must supplement demographic targeting to connect individually – and at scale – with consumers. It means creating completely custom audiences, using psychographics and social behavior data—across time—designed to capture and understand:
What consumers want and love
What they are doing and will do next
How to help them think of YOU when they’re doing it
Watch this webinar to learn about a proven solution and best practices that top global brands use to understand your audience, drive real value, and make your marketing more successful.
KEY TAKEAWAYS:
How consumer experience impacts brand loyalty and revenue.
How to discover emerging trends in real-time.
How to do audience segmentation, campaign development and engagement with social media analytics.
Improve Social Standing: Examining the Rise & Fall of Top Luxury BrandsNetBase Solutions Inc.
Where do you stand in the competitive social landscape? Are you in a better position than last year? If you’re only tracking your own brand, you’re missing out on 90 percent of the conversation. The modern marketer uses social listening to capitalize on category insights and track competitors to know where they excel and where they fumble. Watch this webinar to learn from Hope Nguyen, VP of marketing at NetBase, as she shares the company's just-released report of the world’s top 45 luxury brands as defined by consumers in social. She will reveal:
Which brands are setting the industry standard
What consumers are passionate about in the luxury space
Which blogs and forums are most influential
Which attributes define a brand
Webinar: Social Secrets to Drive Campaigns, Increase Revenue and Predict Elec...NetBase Solutions Inc.
Whether launching a new product or managing a political campaign, marketers and brand managers know that understanding their consumers is the key to success. Social uncovers opportunities for developing meaningful connections with your consumers. But to do this well, brands must listen, understand their audiences to develop a winning formula for growth.
Watch this webinar to hear Santy and NetBase uncover the social insights that matter most for solving critical business problems - from improving campaign performance, driving revenue and even predicting election results.
Topics to be discussed include:
Sharpening your marketing strategy with social analytics
Driving revenue with deep consumer insights
Predicting business outcomes (and election results) with social
When Your Brand Is in Crisis: How to Track Reputation Repair on Social MediaNetBase Solutions Inc.
A health scare, product tampering, a false rumor, a corrupt executive…these are the crises that can quickly take down a successful brand. But any number of companies have weathered these kinds of troubles, responding to adversity with programs that actually improve their reputations. By using social listening strategies, they’re able to contain the crisis, prevent the spread of misinformation and minimize the impact to the bottom line.
Hear from social analytics experts at NetBase about strategies for tracking brand reputation by listening to what consumers are saying and sharing in real time. They’ll share insights from a recent high-profile brand crisis, showing how social analytics identified changes in brand mentions and provided context to repair reputation. You will learn:
How social analytics can spot an emerging social decision situation
Methods to identify themes and issues to craft an appropriate response
Why real-time insights can rebuild a brand’s reputation
Measuring the Success of Chipotle's Crisis Response on Social MediaNetBase Solutions Inc.
With deadly eColi and Noro virus outbreaks threatening to cause irreparable damage to their brand, Chipotle leveraged social analytics to measure the impact and reach of the crisis on social media. To protect the brand’s health, the Mexican restaurant chain needed to know what consumers were saying and sharing in real-time to contain the crisis and prevent the spread of misinformation. Social analytics identified the sudden changes in brand mentions and provided the necessary context to the crisis to effectively minimize the impact on brand reputation and the bottom line. Chipotle was able to act effectively and track consumer reaction and maintain their loyal customers
KEY TAKEAWAYS:
How social analytics identified an emerging social decision situation
How and where the brand could have responded faster
How and where the brand could have responded faster
Common themes and issues needed to craft an appropriate response
The success of their “free burrito” campaign to rebuild the brand’s reputation
How consumers reacted and the true impact on the brand
How Social Goes Viral: An In-Depth Look at a Top Smartphone CampaignNetBase Solutions Inc.
Social listening is much more than just capturing real-time moments to route customer service issues through social channels. Leading-edge brands are leveraging social intelligence gathered through advanced social listening to drive the metrics that matter: Customer Acquisition, Customer Retention, and Brand Value.
Join social media thought leader, Jason Falls and NetBase’s Christopher Leet in this informative webinar. They will explain how innovation in social listening opens new doors for businesses and brands, empowering them to better understand their consumers and drive great value through social channels.
In this webinar you will learn:
Key performance indicators today’s marketer is measured by
How audience-driven listening enables targeted activation and insights discovery
How audience-centric listening delivers advantages over keyword-based listening
How audience-centric listening supports customer acquisition and retention
What actionable steps your organization can take to leverage these innovations
The Audience Perspective: How Innovation in Social Listening Ignites Marketin...NetBase Solutions Inc.
Join social media thought leader, Jason Falls and NetBase’s Christopher Leet in this informative webinar. They will explain how innovation in social listening opens new doors for businesses and brands, empowering them to better understand their consumers and drive great value through social channels.
In this webinar you will learn:
Key performance indicators today’s marketer is measured by
How audience-driven listening enables targeted activation and insights discovery
How audience-centric listening delivers advantages over keyword-based listening
How audience-centric listening supports customer acquisition and retention
What actionable steps your organization can take to leverage these innovations
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
9. Think of our consumers
as a ‘TV Network’
9
CONSUMERS ARE THE MEDIUM #ME
Make your consumers work
harder for you, by working harder
for them
they determine
what they will ‘air,’
to what audiences
We measure their
messages through likes,
shares & tweets
give them a reason to engage with you,
to share your brand story
they will reward you with their
influence and advocacy
11. Media/Social Team at Beam
11
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Bill Cramblit, Sr
Analyst Social
Listening
Katie Fischer,
US Media Manager
Gail Hansche
Social Content Strategy Team
12. SOCIAL CONTENT STRATEGY TEAM
12
Jason Miller
Matthew Day Charlotte Hides Diana Fakhouri
Gail Hansche
Social Content Strategy Team
• The living, breathing,
human voices of our
brands
• These teams manage
the social outreach
through organic
conversation on the
brand owned pages
• Experts at social
platforms critical to
Beam’s brand growth
strategy including
Facebook, Twitter,
Instagram, Pinterest,
Tumblr, YouTube
13. MEDIA MANAGEMENT
• Optimizes our media efforts through
POEM approach
• Ensures agency output is
progressive and matching the
acceleration in the marketplace
• Focusing our investments across all
media and building efficiency
across all media (TV, Outdoor,
Digital, Print, Social, Mobile) by
being more effective
• Its about impressions that make an
impression
Katie Fischer,
US Media Manager
14. SOCIAL ANALYTICS & LISTENING
• Uses data to size up our social
media efforts into realistic
application to the business
• Manages data in real time to drive
effective pace of optimization in all
social efforts across the business
• Defines a bespoke system for
Beam’s evaluation of Social ROI to
help us be more effective in both
organic & paid placements
• Proactively monitors consumer
conversations that could surface
corporate risk
Bill Cramblit, Sr
Analyst Social
Listening
15. Our Primary Business Contributions
15
• Driving excellence in media investment – cost savings, maximizing
agency output, placing bets using real-time insights on today’s
consumer
• Building continuous consumer dialogue through authentic
relationships – social channel management, content creation, data
analysis to better understand
• Education – building the savvy of the organization at large, staying
connected to outside world to keep up with accelerated pace of change
16. Social & Our Business
• Drive sales
– Social efforts must connect to the most fundamental commercial objectives on the
business in real time
• Build brand equity
– We tell our brand stories and create meaningful experiences for consumers within
the spaces they are most passionate
• Help us gain a technical advantage
– Social efforts should introduce the organization to sophisticated tools that
streamline cross-departmental workflows
• Allow us to learn by leading
– Social media should be used to test new opportunities to lead our competition in
the digital space
• Build internal aptitude
– Our efforts in social should build a broader base of consumer understanding
among all levels within the organization
16
30. Harnessing Social TV for Brand
Awareness
30
Hornitos is new to Twitter with a relatively small
audience – in activating this social campaign, we
sought to increase brand awareness in a
premium space.
The Brand Challenge
• Gain awareness
from soccer and
tequila fans with
authentic,
premium
messaging during
the USA vs. MEX
WCQ match.
Brand Goal
• Track
impressions,
mentions,
retweets,
favorites, and
followers during
promoted tweet
campaign
Measurement
• Engage fans
discussing the
match in real time
with a combination
of pre-written
tweets and live
feedback
31. Content & Engagement Success
31
• Cross-functional prep: Beam, Starcom, Barbarian, and iCrossing worked together to craft tweets,
graphics, and launch promotion
Content & Strategy
The Results
• 2,653,167 impressions: People who
saw tweets
• 618 Retweets: People who shared the
tweets
• 124 Replies: People who responded to
@Hornitos
• 214 Follows: People who signed up to
receive future tweets from @Hornitos
• The promoted tweets were live for 8 hours: 4 hours
pre-game, 2 hours during game, 2 hours post-game
• Pre-game content earned highest engagement rate
(6.79%), while post-game content earned the most
impressions (1,340,457)
• Users anticipating the game led to pre-game RTs, while
during matches, many are too captivated to check their
phones
• Vary your content: 15 pre-written tweets and 4 graphics prepared us for situations like goals and
halftime, combined with live reactions from Diana/Hornitos watching the game
• Live launch: Diana and iCrossing viewed game together to optimize content. When 1st goal of game
was scored, player’s name was added to targeting and received highest engagement rate of the
campaign
34. Beam/Suntory Announcement 13/1/14
Social Web (largely Twitter and forums not “owned” by Beam brands):
Beam, Inc.
o 2,523 Mentions
o 98% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
*scale goes all the way to -100
Jim Beam
o 8,505 Mentions
o 97% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
Maker’s Mark
o 2,604 Mentions
o 88% Sentiment ( 50 to 100 = Positive | 0 – 50 = Negative )
Jim Beam
Facebook page:
75 – 100 Fan Comments
o 53 Fan Comments between fans on our pages
19% Net Sentiment on total comments
o When filtered on anything related to Suntory, net
sentiment drops to -6%
Top themes:
o Un-American
o Sellout
o Never drink and/or buy
Twitter:
219 direct mentions of the acquisition
56% Net Sentiment
o The majority of mentions have been re-tweets or news
broadcasts
o Top Themes (same as above)
Maker’s Mark
Facebook page:
75 – 85 Fan comments
-12% Net Sentiment
Top themes:
o Disappointing
o Never drink and/or buy
o Cancelling Ambassador program
Twitter:
154 Mentions
41% Net Sentiment
Top Themes (same as above)