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

1. WELCOME
Brian Solis
Principal Analyst
Altimeter
@BrianSolis
Pernille Bruun-Jensen
Chief Marketing
Officer
NetBase
@PernilleBruunJ
@PernilleBruunJ

2. AGE OF !
VALUE !!
Market positioning
identifier
AGE OF !
YOU!
Valuable business
assets
Deliver satisfying
and differentiated
experiences
Recognize the
human in the data
to satisfy the
“Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
AGE OF
IDENTITY!
AGE OF
EXPERIENCE "!
The Evolution of the Brand & Consumer Angle

3. Brands Need Both a
Quality Product and a Quality Conversation
Source: Credit Suisse and NetBase 2014-2015
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4. It’s Beyond Marketing as Emotions Tie to $
As a marketer, you can influence value
all the way to the bottom line by being consumer centric
Source: Credit Suisse and NetBase 2014-2015

6. @BrianSolis

7. @BrianSolis

8. Personas are real people who can be brought to life !
by studying social data and behavior !
Credit: Peter Gentsch, B.I.G.!
@BrianSolis

9. Personas are real people who can be brought to life !
by studying social data and behavior !
Credit: Peter Gentsch, B.I.G.!
@BrianSolis

10. From Monologue to Dialogue! 6718.'9&#8:(

11. 6718.'9&#8:(

12. @BrianSolis

13. No matter how ambitious we get with new
technology, it doesn’t matter. Without
aligning with a bigger mission or vision
with what we are trying to do – something
that is going to matter to people – we are
just selling the way we always have. We
are not moving in any new direction.
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14. 1.
Leveraging customer data from multiple channels and data sources.
Top 2016 challenges for marketing strategists
2.
3.
Competing for micro moments and re-architecting the customer journey.
4.
Developing a new content infrastructure to guide the customer journey
5.
Coordination of experience across marketing channels (mobile, social,
web, display, etc.)
Understanding the connected customer (Attention, Behavior + Context).
@BrianSolis

15. The Human Algorithm is the confluence of data
science and digital anthropology 6718.'9&#8:(

16. @BrianSolis

17. Marketing’s Challenge in 1 PictureMarkeeeee Challenge in 1 Pictureeeeting’s C
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18. WELCOME TO THE
#EGOSYSTEM 6718.'9&#8:(

19. 6718.'9&#8:(

20. We
Are
Innovation
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21. @BrianSolis

22. …or what this thing is.!…or what this thing is.…or what this thing is.6718.'9&#8:(

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25. Customers consult 11 information sources on
average before making a purchase. !
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26. 90%"of smartphone users are not absolutely
certain of the specific brand they want
to buy when they begin looking for
information online.
@BrianSolis

27. 73%"say getting useful information from a
business is the most important
attribute when selecting a brand.
@BrianSolis

28. ;:(8*(*1"$(%&<8#$(:$.1-+(+.:(&=$1*.>$'(0$:>*&?(:$.1-+@(
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30. Something amazing is happening. All of this
technology is making business more human again. 6718.'9&#8:(

31. Rou,nes
Aspira,ons
Expecta,ons
Preferences
Needs
Challenges
Dislikes
Interests
Compromises
Rela,onships
@BrianSolis

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34. Behind every screen,
every expression and
impression, is a human
being…not a consumer.
@BrianSolis

35. For This Presentation,
Txt “Experience” to 33444
bsolis@prophet.com(Q()#,%$*$1(R1&"?S(.(L1&?+$*(3&T
briansolis.com | @briansolis
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Facebook.com/thebriansolis

36. INTRODUCING NETBASE
AUDIENCE 3D
Go beyond the industry’s standard flat analytics.
Our brand new product gives you the entire, dimensional social story—
and a profound understanding of your audience to deliver real value.
(
@PernilleBruunJ

37. THE PROBLEM
@PernilleBruunJ

38. Your brand lens is only a tiny fraction of your audience’s full
conversation.
Fractional View
@PernilleBruunJ

39. Your brand lens is only a tiny fraction of your audience’s full conversation.
@PernilleBruunJ

40. @NetBase
The Star Wars™ experience
Fastfood
Beyond age
In the Wild

41. Star Wars™ Generals,
StarWars™ Enthusiasts,
General Population
Total global social
web, across English
post in more than
60+ countries
How we got closer ….!
Timeframe – leveraging
circa 500,000 unique
authors in 2015.
@NetBase

42. R$V'D(-#&:$1(*&(*+$(9*.1(O.1:W(."08$'-$(
What defines Star Wars™ audiences ‘in the wild’
versus the general population?
!
"
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Which experiences might be of interest for an
audience, and of human relevance?
What other brands matter and could be ideas for
growth?
@NetBase

43. Star Wars™ usage and attitude!
@NetBase

44. Star Wars™ wants and worsts!
Star Wars™ Wants Star Wars™ Worsts
@NetBase

45. Star Wars™ audience in the wild!
StarWars™ vs. Gen Pop – TV show StarWars™ Foods vs. Gen Pop
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46. The Star Wars™ audience loves BB8!
StarWars™ vs. Gen Pop – Movie & TV Indices
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47. Star Wars™ enthusiasts transcends age…!
@NetBase
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48. Star Wars™ psychographics!
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@NetBase

49. As we wrap up - ideas for your company
See the world through the eyes of your consumer
Listen first
!
"
#
Get personal and create experiences that matter
Dare to reinvent your brand with your consumer

50. B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D
Learn more at NetBase.com | call 1-855-762-6764