Using Social Data to Personalize Content and Drive Engagement
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This document summarizes a presentation about using social data to create customer-centric content. It discusses segmenting audiences using social insights, developing campaigns for specific segments, and measuring success. A case study is presented on a "Million Dollar Quiz" campaign run by IMI for Zenni Optical that increased revenue through organic traffic and engagement. A new product from NetBase called Audience 3D is introduced that provides multidimensional understanding of audiences in real-time to inform targeted campaigns.
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Using Social Data to Personalize Content and Drive Engagement
- 1. TARGETING BEYOND DEMOGRAPHICS USING SOCIAL DATA TO CREATE TRULY CUSTOMER-CENTRIC CONTENT #NetBaseLIVE
- 2. WELCOME Becca James Director of Insights & Strategy Internet Marketing Inc. @beejaysays Hope Nguyen VP of Marketing NetBase @hopeunlocked #NetBaseLIVE
- 3. 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
- 4. 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
- 5. 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
- 6. 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
- 7. SOCIAL IS A GOLD MINE OF CONSUMER INFORMATION @hopeunlocked 1B 80M 500M 311M 86K HRS 38M CONTENT CREATED DAILY #NetBaseLIVE
- 9. Your brand lens is only a tiny fraction of your audience’s full conversation. Fractional View @hopeunlocked#NetBaseLIVE
- 10. Your brand lens is only a tiny fraction of your audience’s full conversation. Fractional View @hopeunlocked#NetBaseLIVE
- 11. SUCCESS WILL BELONG TO MARKETERS WHO UNDERSTAND AUDIENCES ON EVERY LEVEL @hopeunlocked#NetBaseLIVE
- 12. WHAT IS POSSIBLE WHEN YOU KNOW WHAT THE WHOLE WORLD IS THINKING ABOUT ANY TOPIC AT ANY TIME? @hopeunlocked#NetBaseLIVE
- 13. 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
- 14. Presented by DEC2015 The Million Dollar Quiz Content Marketing Case Study UNIQUE VISITORS 573,338 ROI 9,655% REVENUE $1,167,746 #NetBaseLIVE
- 15. 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
- 17. 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
- 19. 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 | @beejaysays#NetBaseLIVE
- 20. 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
- 21. 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
- 22. 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. Females 25-40: Sunglasses Understanding the Sentiment #NetBaseLIVE
- 23. 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. Females 25-40: Sunglasses Understanding the Location Location Mentions Share New York 5570 14% Los Angeles 2170 5% Chicago 1860 5% Las Vegas 1260 3% Houston 930 2% | @beejaysays#NetBaseLIVE
- 24. Females 25-40: Sunglasses 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
- 26. EVALUATING SUCCESS The Customer Decision Journey Awareness Interest Desire Action Visibility Engagement Traffic/Lead Quality Revenue/ROI | @beejaysays#NetBaseLIVE
- 27. 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
- 28. 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% | @beejaysays#NetBaseLIVE
- 29. 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
- 30. EVALUATING SUCCESS Traffic/Lead Quality WEBSITE SESSIONS 240,649 | @beejaysays#NetBaseLIVE
- 31. 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 | @beejaysays#NetBaseLIVE
- 32. 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
- 33. UNDERSTAND YOUR AUDIENCES IN MORE DIMENSIONS THAN EVER BEFORE. @hopeunlocked#NetBaseLIVE
- 34. 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. @hopeunlocked#NetBaseLIVE
- 35. HOW IT WORKS 3 . TA R G E T 1 . D E F I N E 2 . K N O W #NetBaseLIVE @hopeunlocked Then, use the results for your next move…
- 36. HOW IT WORKS 1 . D E F I N E #NetBaseLIVE @hopeunlocked
- 37. HOW IT WORKS 1 . D E F I N E 2 . K N O W #NetBaseLIVE @hopeunlocked
- 38. HOW IT WORKS 3 . TA R G E T 1 . D E F I N E 2 . K N O W #NetBaseLIVE @hopeunlocked
- 39. 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 #NetBaseLIVE @hopeunlocked
- 40. 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 @hopeunlocked#NetBaseLIVE
- 41. 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 @hopeunlocked#NetBaseLIVE
- 43. 7-ELEVEN LOYALTY AUDIENCE ANALYSIS Interested in promos & giveaways Breakfast & coffee are popular topics Communicate with strong emotions @hopeunlocked#NetBaseLIVE 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
- 44. 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 @hopeunlocked#NetBaseLIVE
- 45. FIND MORE WAYS TO EXPAND TARGETING What they Use Waze / Taco Bell Potential #NetBaseA3D @NetBase
- 46. 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 @hopeunlocked#NetBaseLIVE
- 47. 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
- 48. 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