Robyn Lindars from Netbase's presentation from the Digiday Agency Summit in Miami FL - March 2, 2016.

1. @GrillGirlRobyn#NetBaseLIVE
HOW EMOTIONS IMPACT THE RISE AND FALL
OF TOP BRANDS IN SOCIAL MEDIA
@GirlGirlRobyn#NetBaseLIVE

2. @GrillGirlRobyn#NetBaseLIVE
WELCOME
Robyn Lindars
Sales Director
NetBase
@GrillGirlRobyn
#NetBaseLIVE

3. @GrillGirlRobyn#NetBaseLIVE
AGENDA
• LEVERAGING SOCIAL MEDIA
• 2016 NETBASE BRAND PASSION REPORT: LUXURY
• KEY FINDINGS FROM CONVERSATION ON LUXURY BRANDS
• HOW EMOTIONS PLAY A ROLE
• WHO’S WINNING
• Q&A

4. @GrillGirlRobyn#NetBaseLIVE
What Marketing Uses Social for Today
15
21
30
42
49
50
53
57
59
0 10 20 30 40 50 60 70
Predict what might happen in the future
Product innova=on
See how I rank versus compe==on
Sell via social
Know what's trending in my category
Protect my brand reputa=on
Track brand campaigns and launches
Improve customer care and experience
Know what consumers say about my brand
Source: NetBase Poll 2016 (Marketers and Agencies)
% Agree, n=230+

5. @GrillGirlRobyn#NetBaseLIVE
Brand analysis1
2
3
Competitive intelligence
Campaign tracking
4 Product innovation
5 Customer care
Leverage Social for…
Testimonial advertising6
7
8
Influencer marketing
Risk management
9 Purchase intent
And more10

6. @GrillGirlRobyn#NetBaseLIVE @GrillGirlRobyn#NetBaseLIVE
What is your client’s social standing?
How are your client’s competitors
performing?
What is possible when you can
convert millions of consumer
comments about brand preferences
into the most illuminating insights?

7. @GrillGirlRobyn#NetBaseLIVE
NetBase Brand Passion Report: Luxury 2016

8. @GrillGirlRobyn#NetBaseLIVE
Which Brands Own the Conversation?
18.8%
9.3%
71.9%
MENTIONS BY TIERS
Top 15 Top 16-30 Top 31-45
#NetBaseLIVE

9. @GrillGirlRobyn#NetBaseLIVE
In Which Industries Were the Top 45 from?
@GrillGirlRobyn#NetBaseLIVE
36%
31%
13%
9%
9%
2%
Fashion & Handbags
Automo=ve
Jewelry & Accessories
Ecommerce
Tech & Telecomm
Sports Apparel
TOP 45 INDUSTRY SPLIT

10. @GrillGirlRobyn#NetBaseLIVE
Luxury is Packed with Emotion…and We Know
Consumer Passion Influences Brand Growth
Gucci Guilty…
makes me feel good
and encourages me
to dress up, as the
fragrance screams
Luxury.
- vynusmagnus, reddit.com
I’m so excited that
I got the Yves Saint
Laurent Rogue
Volupte Silky Sensual
Radiant Lipstick…It’s
a nude pink that I
should be able to
wear with anything.
- Mary S., swatchandlearn.com
In case I haven’t
mentioned yet, we
really like Amazon
Prime. It fills our
house with little
luxuries.
- R. Dudilius, harmonious-smith.blogspot.com

11. @GrillGirlRobyn#NetBaseLIVE
The Power of Knowing Consumer Emotion
Allows you to shape
and create an ideal
customer experience
Indicator of how
consumers feel
about your work in
marketing, customer
care, and product –
and if they will stick
with you
Links to consumption,
business
performance, long-
term brand health
and tracks a brand’s
movement
#NetBaseLIVE

12. @GrillGirlRobyn#NetBaseLIVE
59
69
GLOBAL PASSION INDEX
GLOBAL NET SENTIMENT
Passion is a strong metric for
luxury brands – as consumer
purchases are highly
emotional. Are you winning
the hearts of the consumer?
Net Sentiment is an indicator
of brand health and is a
predictor of consumer
actions.

13. @GrillGirlRobyn#NetBaseLIVE#NetBaseLIVE
Which luxury brand
reigns supreme?

14. @GrillGirlRobyn#NetBaseLIVE
2015 Winner is Chanel

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In summary…
#NetBaseLIVE
For leading agencies, the task
is to acquire a deep
understanding of the dynamic
consumer by getting a handle
on emotions, competition,
category dynamics, and
relevancy.

16. @GrillGirlRobyn#NetBaseLIVE
ENTERPRISE SOCIAL 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