The document discusses how brands can innovate to create value and reduce risks to their reputation by better understanding social decision situations and brand preferences. It provides examples of how some brands like Lululemon are actively monitoring social media sentiment around their products and founders. The presentation emphasizes moving from static metrics to understanding brand reputation in a networked, forward-looking way in order to make better strategic decisions.

1. Welcome
Robert Fronk
Managing Director of Reputation Strategy
Purple Strategies
@PurpleStrats
Pernille Bruun-Jensen
Chief Marketing Officer
NetBase
@PernilleBruunJ
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2. THE HIDDEN VALUE
OF BRAND REPUTATION
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3. Agenda
How
to
innovate
around
business
value
1
2
3
What
leading
brands
are
doing
to
iden;fy
social
decision
situa;ons
How
to
reduce
costs
and
improve
no;fica;on
across
the
team
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4. Reduce & Mitigate Risk to Brand Reputation
Rapidly
Address
Social
Decision
Situa;ons
1
Decrease
Risk
to
Reputa;on
2
Iden;fy
&
Isolate
Detractors
3
No;fy
Teams
Faster
4
Reduce
Cost
of
Response
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5. Brands Need to Be Customer-Centric
to Drive Value
Source:
Adroit
Digital,
Mar.
2014
based
on
answers
from
2K
millennials
Brands
willing
to
change
based
on
consumer
opinion
Open
dialogue
through
social
channels
Be
less
about
the
brand
and
more
about
the
consumer
52%
44%
38%
How
Brands
Can
Stay
Relevant
to
Millennial
Consumers
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6. Innovating to Create Value
You
can’t
go
forward
by
looking
backward
@PurpleStrats
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Focus
shiSs
from
measuring
past
performance
to
being
seen
as
connected
to
the
customer’s
future
Need
to
maximize
the
“miracle
of
your
brand”
or
constantly
“create
new
miracles”
Using
social
not
to
listen
about
my
brand
reputa;on
but
to
understand
how
my
corporate
purpose
fits
into
broader
social
purpose

7. A New Approach is Needed
From:
Move
the
Metric
• Sta;c
• Score
• Yesterday
• Product
To:
Build
Value
• Forward-­‐leaning
• Outcome
• Connected
to
Future
• Purpose
@PurpleStrats
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8. Recognizing your Options
@PurpleStrats
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9. Brand Preferences Change Dynamically
Great
work
by
Credit
Suisse
using
NetBase
• Tracking
same
store
retail
growth
rates
• Compared
to
trend
in
consumer
brand
emo;on
• Growth
rates
for
brand
impression
–
i.e.
how
many
people
are
exposed
to
the
conversa;on
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10. Some Brands are Already Exposed on Value
Nike
Adidas
Vans
UGG
Converse
Crocs
Puma
New
BalanceReebok Under
Armour
Timberland
Asics
The
North
Face
lululemon
Skechers
Sperry
Fila
Saucony
Zumiez
prAna
AthletaColumbia
Russell
Athletic
Quiksilver
Sweaty
Betty
40
45
50
55
60
65
70
75
80
85
90
95
100
-­‐60% -­‐40% -­‐20% 0% 20% 40% 60% 80% 100%
SENTIMENT
-­‐SEPT
2014
Score
ONLINE
REACH
-­‐ Y/Y
Growth
LAGGING
Average
LEADING
NEUTRAL
NEUTRAL
Source:
Credit
Suisse
and
NetBase
2014-­‐2015
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11. Lululemon Athletica – Product & Founder
Source:
Credit
Suisse
and
NetBase
2014-­‐2015
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12. Lululemon Athletica – Product and Founder
Source:
Credit
Suisse
and
NetBase
2014-­‐2015
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13. Lululemon Athletica – Product and Founder
Source:
Credit
Suisse
and
NetBase
2014-­‐2015
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14. The Cost of Decisions
•
300
the
number
of
social
decision
situa;ons
for
an
average
company
• $30K
-­‐
$9M
is
the
cost
of
wrong
or
delayed
ac;on
The
rate
of
consump;on
for
us
is
so
high
that
we
have
thousands
of
significant
events
to
respond
to
each
year…
NetBase
helps
us
get
out
ahead
of
the
storm.
-­‐
Director,
Social
Product
Strategy
Source:
NetBase
Social
Value
Analysis
2015
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15. Using Social to make Better Decisions
Recognizing
the
difference
between
coverage
and
engagement
Making
beder
use
of
small
data
–
breaking
content
down
in
order
to
rebuild
it
for
ac;va;on
Move
from
numeric
approach
to
network
approach
Seeng
unique
parameters
to
understand
what
maders
to
you
@PurpleStrats
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16. Our Process
Numeric
Approach
TRADITIONAL
APPROACH
VS.
Network
Approach
OUR
APPROACH
Follower
Count
vs.
Follower
Quality
ImpracIcal
vs.
Reachable
Popular
vs.
Credible
Vocal
vs.
InfluenIal
53
99
?
?
?
?
@PurpleStrats
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17. The Network in Action
@JonSmith
@JaneDoe
@ABC @ABCASmith
@JaneSmith
@JohnSmith
@DrJDoe
The
network
approach
allows
us
to
build
a
targeted
universe
specific
to
the
needs
of
the
client.
By
u;lizing
this
approach
we
are
able
to
have
an
in
depth
understanding
of
the
types
of
influencers
that
we
target
and
provide
the
client
with
higher
engagement
rates
and
maximum
ROI.
@PurpleStrats
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18. Using Social to Make Better Decisions
What
gets
reported
is
not
always
the
same
as
what
audiences
share
and
engage
with.
@PurpleStrats
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19. Increased
use
of
war
room
approach
and
tac;cs
to
drive
sales
and
customer
sa;sfac;on
• Con;ngent
on
real-­‐;me
data
and
ability
to
direct
real-­‐;me
ac;on
Preemp;ng
badles
before
they
happen
Use
of
reputa;on
risk
management
tools
to
iden;fy
reputa;on
opportunity
leverage
War Rooms in Peace Time
@PurpleStrats
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20. NetBase GOP Debate LIVE Pulse
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21. CEOs
Review
KPIs
daily
Visualiza;ons
help
bring
to
life
focus
areas
like:
• Brand
performance
• GEO
hotspots
• The
Mash-­‐Up
is
the
way
to
go
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22. What
is
the
impact
of
the
conversa;on?
Issue
Industry
How
big
is
the
conversa;on
in
rela;on
to
others?
Previous
Issue
Parallel
Issue
Parallel
Issue
Previous
Issue
Are
aetudes
in
line
with
other
issues?
How
strongly
do
people
feel?
1.
Volume
Net Sentiment
-10
-30
-40
-5
-10
5
Who
is
driving
the
conversa;on?
Where
is
conversa;on
happening?
Reach
Volume
Influence
Type
Popular
Understand Issues in Context
2.
Sen;ment
3.
Who
is
Talking
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23. Decision Situations
Company
ac;ons
Monitor
Track
Act
Close
the
Loop
1
2
3
4
Exposure
high
low
Issue
Life
Cycle
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24. Staff for Success
• Goal
was
to
monitor
brand
conversa;on
and
effec;vely
respond
to
crises
in
all
countries
of
opera;on
• Cost
effec;ve
support
for
a
global
brand
Whenever
you
can
manage
the
message,
it’s
a
lot
easier
than
leeng
the
message
manage
you.
-­‐
Director,
Industry
&
Compe;;ve
Insights
1
Brand
2
Analysts
30
Languages
50
Countries
Source:
NetBase
Social
Value
Analysis
2014
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25. Value of Brand Reputation is not so Hidden
Before
• The
‘Old’
model
• Surveys
• Focus
groups
• ‘Gut
feel’
Today
• Real-­‐;me
understanding
• Predic;ng
• Dynamic
• Voice
at
scale
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26. Q&A
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27. ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
Learn more at NetBase.com | call 855-762-6764