The document discusses how social analytics can enhance brand loyalty, emphasizing the importance of consumer engagement and authenticity in building strong connections. It highlights trends and best practices from leading beauty brands, demonstrating how brands can leverage social media to affirm their values and improve customer experiences. The agenda includes insights from social data, the significance of emotional consumer sentiment, and strategies for effective brand engagement.

1. HOW SOCIAL ANALYTICS GROW
BRAND LOYALTY:
LESSONS FROM LEADING BRANDS

2. ENTERPRISE SCALE SOCIAL
MEDIA ANALYTICS
THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM
USED BY SOCIALLY-POWERED BRANDS EVERYWHERE
We power social throughout—from CEOs to Care, Product Innovation to Marketing
@NetBase

3. Welcome
Andrew Dolby
Community Manager
EVB
@AWDolby
Anna Startseva
Product Marketing
NetBase
@AnnaStartse
@NetBase

4. About EVB

5. Current Clients

6. @NetBase
Learn innovative loyalty and measurement techniques now
possible with social analytics.
Preview the latest Brand Passion Report on Beauty & Skincare
& see who is gaining momentum.
Gain best practices on improving and measuring lift on
consumer experiences at key touch points.
1
2
3
Agenda

7. @NetBase
33% rely on blogs
before making
purchase
43% rank authenticity
over content when
consuming news
3% are moved by
traditional
advertising
Source: Elite Daily Study,
Forbes, Jan. 20, 2015
Millennial Consumers are Loyal, but Brands
Have to Work Harder

8. Customer-Centricity is the Key for Brand
Loyalty
@NetBase
Source: Adroit Digital, Mar. 2014 based on
answers from 2K millennials
Brands willing to change based on consumer opinion
Open dialogue through social channels
Become less about the brand and more about the consumer
52%
44%
38%

9. Brand Loyalty
It is a belief in brand values, product integrity and an authentic exchange between the
ideals of a brand and its consumer.
CAN BE DISPLAYED BY:
• Purchasing products
• Speaking positively
• Defending in times of duress
• Engaging with brand on social media
CREATED THROUGH REPEATED POSITIVE INTERACTIONS, SUCH AS:
• Experience in a physical retail space
• Product usage
• Interactions with web presence
• Viewing an advertisement
ANYTHING THAT CAN AFFIRM A BELIEF CAN HELP BUILD BRAND LOYALTY

10. Brand
Loyal
Posi2ve
Sen2ment
Product
Consumer
Online Sentiment
HIGH POSITIVE SENTIMENT MEANS HIGH BRAND LOYALTY OR
CONDITIONS ARE RIGHT FOR BRAND LOYALTY

11. EMOTIONS!
PEOPLE!
SENTIMENT!
BEHAVIORS!
BRANDS!
ACTION!
ATTRIBUTES!
HASHTAGS!
REASON!
How Customers Feel about your Brand
@NetBase

12. 200M+ Posts 2 Years of Data English-Language
Beauty & Skincare
ranking of 30 most
social brands
Deep-dive into 7
global top beauty
brands
Net Sentiment &
Passion Intensity
for top 7 brands
Beauty & Skincare
Report Preview
@NetBase

13. @NetBase

14. @NetBase

15. Closer Look at 7 Beauty Brands
@NetBase

16. Beauty Brands are Winning the Hearts of
Social Consumers
Passion Intensity
Rate of how strongly
consumers are feeling
Net Sentiment
Overall direction
of consumer feeling
+100-100
0
+84.6
@NetBase

17. NetBase Brand Passion Index™
I LOVE L’Oreal hair
products. They always
work for me and do not
leave my hair feeling oily/
greasy.
I love Maybelline eye
shadows. They are the
best for the money I have
ever seen.
@NetBase

18. Key Conversation Topics in Beauty &
Skincare
Great
scent
Natural
looking
Great
moisturizer
Value Anti-aging Total
24% 29.1% 28.9% 3.2% 14.9% 100%
14.4% 23% 52.1% 2.1% 8.5% 100%
Year 1
Year 2
@NetBase

19. Great
scent
Natural
looking
Great
moisturizer
Value Anti-aging Total
17.1% 42.9% 27.2% 3.5% 9.3% 100%
36.3% 35.9% 16.4% 6.1% 5.3% 100%
6.8% 46.8% 41.3% 1.3% 3.7% 100%
4.9% 10.7% 67.4% 0.7% 16.2% 100%
10.1% 11.3% 75.0% 1.0% 2.7% 100%
14.4% 23% 52.1% 2.1% 8.5% 100%
56.8% 24.9% 14.1% 2.5% 1.7% 100%
L’Oreal
Olay
Clinique
Maybelline
Avon
Neutrogena
Dior
Key Attributes for Top Brands
@NetBase

20. @NetBase
Top Blogs for Beauty & Skincare
makeupalley.com
makeupandbeauty.com
basenotes.com
couponaholic.net
thecouponingcouple.com

21. LEVERAGE SOCIAL MEDIA TO AFFIRM THE
VALUES OF YOUR BRAND & CONSUMER
• Create content for your loyal fans.
• Become a voice in the thread.
• Stay in touch!
A WORD ABOUT PLATFORMS
• Facebook - high engagement
• Twitter - high engagement
• Instagram - visual touchpoint
• Pinterest - aspirational collection
Building Brand Loyalty in Social

22. Building Brand Loyalty in Social
MORE TOOLS IN YOUR SOCIAL LOYALTY TOOL BOX
• Surprise & Delights
• Sweepstakes
• Feature UGC on social channels
THE MOST IMPORTANT TOOL OF ALL – ENGAGEMENT WITH YOUR
CORNERSTONE COMMUNITIES

23. An active fan approached the brand through Facebook with a unique craft project. Simply
wanting to share her love for the brand, the consumer thought the brand might enjoy the
play house she recently built for her grandkids.
Engagement
12.6%
78K Likes
21K Comments
27K Shares
Organic Reach
1,046,528
Example 1: The Maxwell House…House

24. Example 2: MiO at Coachella
MiO is all about making things unique. What is more unique than thousands of custom
pieces of art work for unsuspecting #Coachella fans?
Over 1400
Images Created
450K Organic
Impressions
2,934 New
Followers

25. Example 3: JCP #ShoutOutDay
How does a style brand spread love through social? With a promoted #hashtag and lots of
kind words.
Over 25K Tag
Mentions
Engagement
Rate 8.6%
11x Normal
Account
Mentions

26. Building Brand Loyalty in Social
NEXT STEPS
• Influencer programs
• Event sponsorship
• Owned events or conferences
SOCIAL LISTENING & MEASUREMENT PLAYS A PART EVERY STEP OF
THE WAY

27. Measure social sentiment for your brand & competitors1
2
3
Develop social KPIs that tie to business objectives
Use social listening to achieve great campaigns
4
Be creative – today’s risk could be tomorrow’s case study5
Promote your content to gain the most reach & engagement
@NetBase
Tips for Success

28. 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