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

1. BEST PRACTICES FOR
BRAND HEALTH, COMPETITIVE INTELLIGENCE,
AND CAMPAIGN MANAGEMENT
@NetBase

2. ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
@NetBase

3. Welcome
Brittany Burgeson
Account Executive
Ogilvy PR
@BrittBurgeson
Anna Startseva
Product Marketing
NetBase
@AnnaStartse
@NetBase

4. “Don’t bunt. Aim out of the ball park.
Aim for the company of immortals.”
— David Ogilvy

5. OPR
Research
Group
Primary
Research
Secondary
Research

6. Agenda
@NetBase
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
1
2
3

7. Brand Health Best Practices
Continuous monitoring – regular checks, not snapshots
Competitive comparisons – feel for the category
Engage with consumers to drive brand favorability
(and ultimately revenue!)

8. Best In Class: Targeted Trolling

9. Love my new iPhone. I’m using the iTunes app to stream
the new Taylor Swift Album. Thanks apple! #itunes
Get More Insights From Each Post

10. EMOTIONS
Love my new iPhone. I’m using the iTunes app to stream
the new Taylor Swift Album. Thanks apple! #itunes

11. Love my new iPhone. I’m using the iTunes app to stream
the new Taylor Swift Album. Thanks apple! #itunes
Gender
Influence
Sentiment
Source
Location
EMOTIONS BEHAVIORS ATTRIBUTES
PEOPLE BRANDS HASHTAGS

12. Switching from iPhone to Samsung because of the battery life –
so frustrating! Plus the iPhone Spotify app doesn’t work right.
SENTIMENT ACTION REASON
Samsung
iPhone
switching to
switching from
battery life
battery life
Spotify
NATURAL LANGUAGE PROCESSING

13. Financial Services Company Proactively
Addresses Client Concerns
Fortune 500 financial services company uses NetBase to identify key
aspects of brand health and proactively engages on these topics with
consumers
@NetBase
Found an issue
impacting customer
trust in credit card
industry.
Ran a campaign
focused on “zero
liability consumer
policy”.
Reversed the trend.
Decided to invest in
more educational
campaigns.

14. Competitive Intelligence:
Beyond Owned Footprint
Benchmark progress
Learn from others
Understand your customer

15. When Measuring Volume, also Monitor
Change
53%
[VALUE]
27%
[VALUE] 20%
[VALUE]
0
20,000
40,000
60,000
Brand A
Brand B
Brand C
#ofPosts
Competitive Set – Cumulative Buzz Volume
(August 2015)
Buzz Volume Change
(7/15 vs 8/15)
-10% +30% +2%

16. 19%
-3%
-29%
-50%
0%
50%
Brand C Brand A Brand B
Competitive Set – Net Sentiment
(August 2015)
Sentiment Sheds Light on Overall Trends
positive
negative
Net Sentiment Change
(7/15 vs 8/15)
+5 pts +3 pts -2 pts

17. A Wireless Network Attracts Customers
Switching from Competitors
The leading US wireless network uses NetBase to identify key
consumer dislikes and track network switching behavior for competitors.
@NetBase
Understand why
people switch from
competitive
providers.
Incorporates churn
insights into ad
campaigns &
loyalty programs.
Targeted
campaigns help the
network achieve
growth.

18. Campaign Monitoring Best Practices
Get real-time campaign feedback from consumers
Set social KPIs that tie to business goals
Benchmark consumer and detractor audiences
pre-, during- and post-campaign
@NetBase

20. A Quick Serve Restaurant Chain Created
the Best Product Launch in Decades
The top global franchise uses NetBase to understand consumer
response and solves operational issues in real-time to guarantee
amazing customer experience.
@NetBase
Detected issues with
product shortages &
incorrect
information.
Instant response to
course correct in
next time zone on
launch day.
U.S. same-store
sales increased,
outperforming the
industry.

21. Childhood Vaccination Conversation:
Who? Where? Why?
70%
11%
11%
7%
1%
0%
Overall Share of Voice across
Top Parenting Forums
babycenter.com
whattoexpect.com
cafemom.com
thebump.com
mothering.com
justmommies.com
56%
12%
10%
3%
19%
0%
Vaccination Share of Voice across
Top Parenting Forums
babycenter.com
whattoexpect.com
cafemom.com
thebump.com
mothering.com
justmommies.com

22. Intersection of a Measles Outbreak & Politics
Drove Vaccination Buzz
-
500
1,000
1,500
2,000
2,500
Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
BuzzVolumeonForums
Vaccination Posts on Forums by Day
N = 78,202

23. Facilitating the Decision-Making Process
Strategic opportunity to join the discussion
Top Authors
Key
Influencers Topic Themes Sentiment Drivers

24. Audience Fingerprints
Get a deeper reading of the segments
within your brand DNA.
@NetBase

25. A Quick Serve Restaurant Chain Understands
Fan Perceptions Post-Launch
The top global franchise uses NetBase to understand ad effectiveness on fans
during its largest product launch.
@NetBase
Created segments of
people who
mentioned the
campaign positively.
Analyzed change in
perception of target
segments due to
campaign.
Discovered that
campaign moved
the needle in
positive sentiment.

26. Know Brand & competitors to create differentiated marketing
Secret Sauce for Social Media Success
1
2
3
Real-time monitoring lifts CX & campaign performance
Audience insights are the new frontier in social analytics
4
5
@NetBase
Benchmark performance to appropriately course correct
Listen, simply listen

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