Targeting Beyond Demographics with Social Data

TARGETING BEYOND DEMOGRAPHICS
USING SOCIAL DATA TO CREATE
TRULY CUSTOMER-CENTRIC CONTENT
#NetBaseLIVE

WELCOME
Becca James
Director of Insights & Strategy
Internet Marketing Inc.
@beejaysays
Hope Nguyen
VP of Marketing
NetBase
@hopeunlocked
#NetBaseLIVE

AGENDA
•  PERSONALIZING CONSUMER EXPERIENCE USING SOCIAL DATA
•  THE $MILLION QUIZ CASE STUDY: AUDIENCE SEGMENTATION,
CAMPAIGN DEVELOPMENT, AND CONSUMER ENGAGEMENT
•  GROW BRAND VALUE WITH AUDIENCE 3D, W/ADD’L CASE STUDIES
•  Q&A
@hopeunlocked#NetBaseLIVE

CONSUMERS EXPECT BRANDS
TO LISTEN, UNDERSTAND, AND ACT
@hopeunlocked
Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials
Brands willing to change based on consumer opinion
Open dialogue through social channels
Be less about the brand, more about the consumer
52%
44%
38%
#NetBaseLIVE

AGE
OF
VALUE

Market positioning
identifier
AGE
OF
YOU
Valuable business
assets
Deliver satisfying
and differentiated
experiences
Recognize the
human in the data
to satisfy the
“Mecosystem”
Source: Interbrand’s 15th annual Best Global Brands Report, Oct 2014.
AGE
OF
IDENTITY
AGE
OF
EXPERIENCE
EVOLUTION OF THE BRAND & CONSUMER ANGLE
#NetBaseLIVE @hopeunlocked

SOCIAL IS A GOLD MINE
OF CONSUMER INFORMATION
@hopeunlocked
1B
80M
500M
311M
86K HRS
38M
CONTENT CREATED DAILY
#NetBaseLIVE

THE PROBLEM

Your brand lens is only a tiny fraction of your
audience’s full conversation.
Fractional View

SUCCESS WILL BELONG TO
MARKETERS WHO UNDERSTAND
AUDIENCES ON EVERY LEVEL

WHAT IS POSSIBLE WHEN YOU KNOW
WHAT THE WHOLE WORLD IS THINKING
ABOUT ANY TOPIC
AT ANY TIME?

Presented by
DEC2015
The Million Dollar Quiz
Content Marketing Case Study
UNIQUE VISITORS
573,338
ROI
9,655%
REVENUE
$1,167,746
#NetBaseLIVE

Background
Zenni Optical, an online optical company, approached IMI with the
goal of increasing revenue via online sales. To achieve this, IMI
developed a custom SEO/Content Marketing strategy to
increase organic traffic and rankings, as well as
quality link building and brand awareness.
Proprietary & Confidential
| @beejaysays#NetBaseLIVE

ORGANIC TRAFFIC &
BRAND AWARENESS
Goal:
Increase online sales
KPIs:
Visibility
Engagement
Traffic/Lead Quality
Revenue/ROI
Campaign:
Showcase “The Hottest Trends”
Strategy:
Drive traffic to the landing page. Guide consumer
decision journey by answering the question: “What
Frames Are Perfect For Me?” via a quiz
#NetBaseLIVE

THE PROCESS
Match personas
to output
Connect people to
products for personalized,
relevant experience
Develop
research
Audience insights &
keyword research
Define target
audience
Wants, needs,
triggers, lifestyle
Drive quiz output to
category landing page
As if the experience was
made for the consumer

INSIGHTS & STRATEGY
NetBase
How is the Product/Service/Industry performing:
•  When, where, who and what conversation is occurring
in the industry over 1 year.
•  What helps drive people to convert?
•  What components of the product/service encourage
or deter continued conversion?
•  What people enjoy/hate about the product/service.
LANDSCAPE ANALYSIS
Understand competitive landscape & opportunities:
•  How does brand stack up to its competitors?
•  What do the key attributes look like across competitors?
•  What brand is winning? What brand is losing?
•  Where are the gaps and potential opportunities?
How is the Brand performing:
•  What are consumers discussing?
•  How are they talking about the product/service? Are
conversations primarily positive?
•  Where are conversations occurring?
•  What type of content is being shared?
•  Who are the top influencers in your space?
COMPETITOR ANALYSIS
BRAND ANALYSIS
#NetBaseLIVE

Females 25-40: Sunglasses
Understanding the Conversation
What are they talking about?
Each topic differs between target audiences – this audience segmentation analysis
provides a clearer picture about what's driving the conversation. Below are word clouds
featuring top terms, Brands and trending hashtags from our Audience Segmentation.
#NetBaseLIVE

How are they feeling?
By understanding what people do and don’t like about a topic as well as their behaviors
and emotions, we can understand what drives the audience sentiment. Below are word
clouds with top likes/dislikes, behaviors, emotions from Audience Segmentation.
Understanding the Sentiment
#NetBaseLIVE

New York
14%
Los Angeles
5%
Where is the discussion taking place?
Below represents the cities and states where we are seeing Females 25-40 talk about
sunglasses the most.
Understanding the Location
Location Mentions Share
New York 5570 14%
Los Angeles 2170 5%
Chicago 1860 5%
Las Vegas 1260 3%
Houston 930 2%

Understanding the Customer
Creating a Personalized Experience
The collection of data enabled us to craft a
quiz with relevant questions and personalized
outputs that made the end user feel as
though the brand understood them. This
helps connects people to products.
#NetBaseLIVE

EVALUATING SUCCESS
The Customer Decision Journey
Awareness
Interest
Desire
Action
Visibility
Engagement
Revenue/ROI

AWARENESS
Visibility
•  Featured on Qzzr’s homepage &
newsletter
•  Average of 30,000 unique
visitors per month
•  Sent out to 13,581 email subscribers
•  2,318 opens
•  220 clicks to the quiz on Zenni
Optical’s website
•  Influencer Outreach
•  Paid channels – hundreds of
thousands of viewers / impressions
#NetBaseLIVE

EVALUATING SUCCESS
On-page Engagement
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0:24
COMPLETION RATE
82%

EVALUATING SUCCESS
Off-page Engagement
Likes 874
Shares 1604
Comments 412
TOTAL 2890
Stumbles 212
Tweets 238
+1s 79
#1 on Google for
“glasses quiz”
#NetBaseLIVE

EVALUATING SUCCESS
WEBSITE SESSIONS
240,649

Revenue/ROI
Multi-Attribution Technology
Top revenue-generating channels included:
•  Organic Search: $143,691
•  Paid Search: $103,544
•  Email: $126,673
UNIQUE VISITORS
573,338
ROI
9,655%
REVENUE
$1,167,746

UNDERSTAND YOUR AUDIENCES IN MORE
DIMENSIONS THAN EVER BEFORE.

INTRODUCING NETBASE
AUDIENCE 3D™
Go beyond the industry’s standard flat analytics.
Our brand new product gives you the entire, dimensional
social story— and a profound understanding of your
audience to deliver real value.

HOW IT WORKS
3 . TA R G E T
1 . D E F I N E
2 . K N O W
Then, use the results for your next move…

HOW IT WORKS
1 . D E F I N E

HOW IT WORKS
1 . D E F I N E
2 . K N O W

HOW IT WORKS
3 . TA R G E T
1 . D E F I N E
2 . K N O W

HOW IT WORKS
Then, use the results for your next move…
3 . TA R G E T
1 . D E F I N E
2 . K N O W

FROM
Dated proxies
Inaccurately ASSUME what might
drive a specific audience
•  Focus groups
•  Surveys
•  Look-alike demographics
•  White papers, reports, syndicated research
TO
NEW NetBase Audience 3D
Accurately KNOW what’s driving an
audience, right now
•  Psychographic dimensions
•  See in real-time
•  Feel-alike, Want-alike, Buy-alike
•  All happening in 42 languages worldwide

Get a dimensional
understanding of your
consumer.
Develop audience-centric
content that will resonate.
Deliver the right message to the
right audience at the right time—
then track and measure it.
AUDIENCE 3D™
CAN CHANGE
YOUR BUSINESS
Marketing Strategy
Content & Creative
Development
Targeted
Advertising

7-ELEVEN LOYALTY AUDIENCE ANALYSIS
Interested in promos &
giveaways
Breakfast & coffee are
popular topics
Communicate with
strong emotions
Audience 3D dimensionalizes our customer understanding in new & valuable
ways. We are able to uncover real personality traits, interests, and consumption
habits above and beyond our in-store data. This real-time knowledge drives
immense value in developing highly impactful and engaging marketing programs.
- Matthew Schmertz, Senior Manager of Digital Marketing

TACO BELL MOBILE ORDERING APP
“As one of the first brands to test NetBase’s Audience 3D for our Mobile App
launch, we’ve found that we could engage with our consumers on a deeper,
more human level that further drives them to be brand champions.”
- Mihir Minawala, Manager of Social, Industry & Competitive Intelligence, Taco Bell
20% Higher
Purchase Rate
4X extended
reach
2.5x higher
retweet rate

FIND MORE WAYS TO EXPAND TARGETING
What they Use Waze / Taco Bell Potential
#NetBaseA3D @NetBase

LIKE NOTHING ELSE
No longer guessing what your audience thinks and feels.
Create completely
custom audiences
Discover real-time
emerging trends
Filter down results
to what you need
Target and
measure valued
audiences

B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D ™
Learn more at NetBase.com | call 1-855-762-6764#NetBaseLIVE

Targeting Beyond Demographics with Social Data

Targeting Beyond Demographics with Social Data

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