This document summarizes a NetBase webinar on social media analytics best practices. It discusses how NetBase analyzes top brands across metrics like volume, sentiment, and passion intensity. It also provides examples of how brands like Zara, UBS, and Louis Vuitton use social listening data to optimize influencer marketing, personalize content, and track brand equity over time against competitors. The webinar emphasizes measuring influence through engagement over just reach, understanding audiences from external attributes, and using multiple metrics beyond top-level sentiment to evaluate brand strength.

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Social Analytics Best Practices:
Insights from Industry-Leading Brands
TECH-TALK TUESDAY

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NetBase Industry Reports
Our reports look at the top brands in
several industries
Recent Reports Include
• Luxury Brands
• Social Media Market Survey: Europe
• German Beauty Industry Outlook
• Industry Best Practice Guides
TECH-TALK TUESDAY

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Methodology
We look at the top brands in several
industries and compare them across a
number of high level metrics:
• Volume – measuring the # of earned and
owned mentions
• Passion Intensity – indicating how strong
consumers feel on a scale of 0-100
• Net Sentiment – the overall direction of how
consumers feel on scale of -100 to +100
• Brand Passion Index (BPI) – a brand’s net
sentiment to passion ratio
Net
Sentiment83
Passion
Intensity74
TECH-TALK TUESDAY

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Overview: Building a holistic view of the customer feedback
Breadth of data to solve more business problems
Converged Media Analysis: Owned, Earned, Partnered
Geo Fencing/Location Listening
Cross-Channel Engagement
Internal Customer Data (CRM, Surveys, Reviews)
Image & Logo Analysis
TECH-TALK TUESDAY

5. 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/EMOJIS BEHAVIORS ATTRIBUTES
PEOPLE BRANDS/TERMS/THINGS HASHTAGS
Interests
Profession
Age
Ethnicity
Bio Text

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BEST PRACTICES:
• Optimizing Influencer Marketing
• Enhancing Content w/ Social Segmentation
• Tracking Brand Equity for Real-Time Feedback
TECH-TALK TUESDAY

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Campaign Effectiveness: Maximize Influencer Spend & Engagement
Influencer Effectiveness
• What is an influencer?
• How do I balance influencer
reach and engagement?
TECH-TALK TUESDAY

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Situation: Zara has grown rapidly and beyond reach, needs niche engagement
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Zara’s community is strong – and there is opportunity for growth
Zara Channels
Jan 2017 thru Dec 2017
Overall engagement is high
But that is mostly driven by
reach rather than connection
TECH-TALK TUESDAY

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Best Practice: Rank influencers by relative engagement
Zara Influencer Channels
Jan 2017 thru Dec 2017 TECH-TALK TUESDAY

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Most popular posts show the strategy is working – and cost effective
The top three posts by
engagement are with the
largest influencers….
…. but the next 4 are all from
the smaller influencers who
drive higher engagement
Zara Most Popular Posts
TECH-TALK TUESDAY

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Customer Experience: Personalizing content for longer lasting impact
Content Ideation
• Which products are most
successful and why?
• How do I tweak my approach
for better results?
TECH-TALK TUESDAY

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Situation: Global rebranding focused on customer needs instead of products
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Custom audience based on shared attributes
Leverage data to create custom audiences relevant to your brand or
campaign.1
Full universe of Twitter users
Effective content starts from the outside in: Identifying Executives
TECH-TALK TUESDAY

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Effective content starts from the outside in: Tailoring Content
Surface the attributes that make the audience unique, including
demographics, interests, behaviors & emotions.2
Loved Brands Top Interests
Shopping
Tennis
Travel
Painting
Jewelry
5.2x
5.2x
5.2x
5.2x
5.2x
Top Markets
Over-Indexed Audience Attributes
TECH-TALK TUESDAY

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And then narrow to the areas of interest
Executive Conversation
Work & Occupations
Executives Conversation
Future/Hopes + Investment
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In the case of UBS, the results speak for themselves
UBS – Most Engaging Posts
Jan thru Dec 2017
TECH-TALK TUESDAY

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Brand Health: Building and Optimizing Brand Equity
Tracking Brand Equity
• How do I know if my marketing
strategies are effective?
• Where am I winning/losing
versus competitors?
TECH-TALK TUESDAY

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Situation: Per Forbes, Louis Vuitton is the world's most valuable luxury brand
Competition within the
space is fierce,
both from direct
competitors and niche
challengers
How can LV use social to
track brand equity –
balancing awareness/
reach with quality?
TECH-TALK TUESDAY

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Framing the analysis: Competitive Metrics
Luxury Competitive Share
2017 Annual Analysis
Total share and sentiment are a
starting point….
But luxury brands are driven by
brand passion – not all
conversation is created equal
TECH-TALK TUESDAY

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Brand Equity in fashion and luxury means avoiding brand deterioration
Discount Conversation
As Share of Brand
For luxury, discounts and
promotions mean erosion
Example: Coach has seen
sales decline $200M over
the last two years
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Brand Equity is also more than net sentiment, how strong is that sentiment?
Sentiment Conversation by Type
As Share of Brand
Digging deeper we can analyze
passion & relative share of
positive/negative volume
These numbers tell a
different story on who is
winning in luxury
TECH-TALK TUESDAY

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Measuring Brand Equity over time means a combination of metrics
Brand Passion Index
Identify priorities and combine
metrics to measure over time –
even applying custom
weighting to brand attributes
Volume X Sentiment X Passion
TECH-TALK TUESDAY

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Key Takeaways
Accurately Measure “Influence”: Consider campaign goals and
measure influence accordingly – reach, engagement, or depth
Look from the Outside-in: Particularly when focusing on
personalization, B2B and low volume brands
Beyond top-level sentiment, identify themes that correlate to
brand strength. Remember - social may not always be the
inspiration point, but is a great real-time measurement tool
TECH-TALK TUESDAY

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Q&A Session
Up to 9x faster,
so you are first to
know
Scott Cohen
VP of Customer Success, NetBase
Elvis Lieban
Director of Social Insights, NetBase
Ezra Palmer
Editor and Publisher, eMarketer Media Properties
TECH-TALK TUESDAY

26. Thank you
Download the reports: www.netbase.com/resources/reports
Contact us: info@netbase.com