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How Social Analytics Drives Highly
Effective Campaigns Sean ChinskiVice President of Sales
NetBase @schinski
@schinski
CHALLENGEM A R K E T E R S S E E K T O B U I L D U N I Q U E E X P E R I E N C E S &
P E R S O N A L I Z E D M E S S A G I N G . . .
Y E T F I N D D I F F I C U LT Y I N C O R P O RAT I N G S O C I A L D ATA W I T H
E X I S T I N G C U S T O M E R A N A LY S I S
@schinski
NetBase Audience 3D
Ex tend S t ra tegy & Segmenta t ion In to The Soc ia l Wor ld
Behavior/ Attitudes/ Personas Benefits Sought/ OccasionInterests/ InfluenceBrand AffinitiesGeography
@schinski
Demographic/Life Stages
NetBase Audience 3D : Use Cases & Examples
Market Research/
White SpaceCustomer Strategy
Media Planning
Marketing Strategy
Content & Creative
Campaign Mgmt.
Content & Creative Development
Campaign Execution
Campaign Analysis
Targeted Advertising
“Gamers”media
preferences for sponsorship opportunities
Competitor Fans
Retail preferences for potential acquisition research
Millennial Moms:
purchase habits for market research
Houston customers vs.
local pop. analysis for ideation & messaging
Partner Brands
target audience lists for advertising
based on affinityHome Buyers customer
behavior for ad & channel strategy
Loyalty Program
lift by segment & brand/campaign.
Attribute analysis for campaign refinement
Note: Audiences are illustrative. All are applicable across each use case @schinski
@schinski
CPG looking to generate campaign ideas for
spring launch
Wants to uncover latest healthy eating trends for new creative and messaging
Objective
Illustrative: End-to-End Audience/Use Case Mapping
AudienceIdentification & Analysis
Builds an audience based on people who
discuss “wanting to be a better me”
Looks at 6 months of
mentions to maximize
audience size
Overlays themes of (1) superfood(2) nutrition (3) dieting to pinpoint insights
Outcome
• Discovered over-indexed usage of the hashtag #worthit when it came to the challenge of dieting
• Found support messaging between people trying to “live better”
• Saw 5x lift in messaging engagement on social after tailoring its campaign to those insights
@MihirMinawala
THREE BIG OBJECTIVES
EXTEND REACH TO AUDIENCES THAT ACT LIKE MY FOLLOWERS
INCREASE ENGAGEMENT & IN APP PURCHASE RATES
HELP US UNDERSTAND OUR ENGAGED AUDIENCE FOR SMARTER MARKETING
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@schinski
TACO BELL MOBILE APP RESULTS
3.5M speaking positively
Created 90 emotional & behavioral micro-segments
Targeted segments via Promoted Tweet
@schinski
TACO BELL MOBILE APP RESULTS
20% HigherPurchase Rate
4X Reach
2.5X RT Rate
@schinski
TRACK & KNOW YOUR AUDIENCEWhat they Crave What they Eat
@schinski
FIND MORE WAYS TO EXPAND TARGETING
What they Use Waze / Taco Bell Potential
@schinski
FIND MORE WAYS TO EXPAND TARGETING
What they Use Waze / Taco Bell Potential
@schinski
SLURPEE LAUNCH OBJECTIVES
IDENTIFY USERS WHO WOULD LOVE THE NEW FLAVOR WHICH COULD NOT BE DONE THROUGH DEMOGRAPHICS
CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT
TARGET AUDIENCES TO EXTEND REACH AND INCREASE FAN ENGAGEMENT
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@schinski
7-ELEVEN SLURPEE LAUNCHIdentified Slurpee, SOUR PATCH
Patch Kids, and QSR Fans
Developed personalized messaging for each segment
@schinski
7-ELEVEN SLURPEE LAUNCH RESULTS
Highernumber of total engagements
Extended reach to 3M unique fans
2X Engagement rate of previous
campaigns
@schinski
A HEART-TO-HEARTWITH MILLIONS
• Tap into a custom audience for goal-specific insights
• Design harder hitting custom creative• Build campaigns that will heighten customer
engagement—and your bottom line.
@schinski
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