3 Steps to Engaging Content Marketing
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Transcript of 3 Steps to Engaging Content Marketing
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
3 STEPS TO ENGAGING CONTENT MARKETING
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Agenda
Anna Startseva Product Marketing
[email protected] @AnnaStartse
Jami Blackburn Marketing Manager
[email protected] @jami_blackburn
1. Discover brand values and experiences that resonate with consumers
2. Know your best performing
content 3. Measure campaign
performance
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
#1!DISCOVER BRAND VALUES THAT RESONATE WITH CONSUMERS!!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
What’s in store for brands in 2015?�Brands will work to gain attention & engagement for social campaigns, and measure desire for their products. !! What The Best Brands Will Do in 2015 by Andreas von der Heydt, Head of Kindle
Content at Amazon !
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Brands focus on campaigns that reinforce values!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Want more meaningful relationship
People Believe Relationship with Brands is One-Sided
87%
Brandshare™ 2014!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Want more meaningful relationship
Believe Brands Deliver
Consumers Expect More from Brands
87% 17%
• Responsiveness to questions
and ideas
• Creating opportunities for
people to participate
• Having purpose and message
Brandshare™ 2014!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Automobile Industry Analysis
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Honda is the Most Social Brand
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
NetBase Brand Passion Index™
Passion Intensity
Net
Sen
timen
t
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Top Values & Experiences for Auto Brands
Beautiful
Safety
Quality
Design
Gas Mileage Safety Quality Beautiful Design
Gas Mileage
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
#2!KNOW YOUR BEST-PERFORMING CONTENT!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
94% of marketers use original written content and 64% use original visuals!Social Media Examiner Industry Report 2014!
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
But how do you know what’s working? !
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
TEXT POSTS!
ENGAGEMENT!
IMAGES!
SENTIMENT!
CHANNELS!
INFLUENCERS!
TRACK PERFORMANCE OVER TIME
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Audi best-performing content!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
1. CES2015 !2. Matte Audi R8!
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
• 18,680 Mentions • 85% Net Sentiment • Mostly descriptive – little strong emotion • Influencers: Business Insider, Audi,
Mashable Tech, Tumblr, Co. Create • Top Sources: Twitter (67%), News
(15%), Blogs (12%) • Popular posts: “Audi lets its self-driving
car loose on trip from San Francisco to Las Vegas”
CES2015 Content Performance
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
• 32,620 mentions • 100% Net Sentiment • Strong emotions • Most mentioned term: beautiful • Most mentioned behavior: want, need • Top sources: 98% Twitter • Top authors: social influencers and
super-fans (not Audi) • Popular posts: “Matte black Audi R8 is
beautiful”
Matte Audi R8 Content Performance
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Engagement!!
Almost 2x more people engage with organic
content
Strong Emotions!!
Beautiful
Need Want
Top Authors!!
Social Influencers
Super fans
Summary of Learnings
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Engagement!
Almost 2x more people engage with organic
content
Strong Emotions!!
Beautiful
Need Want
Top Authors!!
Social Influencers
Super fans
Summary of Learnings
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Engagement!!
Almost 2x more people engage with organic
content
Strong Emotions!!
Beautiful
Need Want
Top Authors!
Social Influencers
Super fans
Summary of Learnings
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Leverage fan-generated
content!
Almost 2x more people engage with Matte Audi R8 content
Create Original Content for Matte Audi R8
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Leverage !fan-generated
content!
Focus on beauty and desirability!
Almost 2x more people engage with organic
content
Leverage top terms: beautiful, need, want
Focus on What Fans Already Love
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Leverage !fan-generated
content!
Focus on beauty and desirability!
Involve influencers
& super fans!
Almost 2x more people engage with organic
content
Leverage top terms: beautiful, need, want
Influencers and super fans are already very
engaged
Include Influencers in Creation & Sharing
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
#3!MEASURE CAMPAIGN PERFORMANCE!
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
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CAMPAIGN PERFORMANCE!
SENTIMENT!
CHANNELS!
INFLUENCERS!
ENGAGEMENT!
OWNED VS SOCIAL CHANNEL PERFORMANCE!
TRACK PERFORMANCE OVER TIME
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Campaign Performance
Sentiment
Top Channels
Influencers
Top Performing Posts
Owned Channel Performance
Pepsi Halftime Campaign is Going Strong
56K Mentions 88% Twitter Celebs Announcement
“Super Excited” Blake Shelton, Lenny Kravitz, Pepsi
Most Hyped Hometown
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Pepsi #Halftime Mentions
Sep 14 – Jan 15
Benchmark Performance Over Time
56K
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Pepsi #Halftime Mentions
Sept 14 – Jan 15
Pepsi #Halftime Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K 56K
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Pepsi #Halftime Mentions
Sept 14 – Jan 15
Pepsi #Halftime Mentions
Sept 13 – Jan 14
Pepsi #Halftime is Performing Better this Year
16.2K 56K
What is driving be/er social campaign performance for the 2015 Super Bowl Hal?ime show?
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Katy Perry is a Bigger Social Media Celebrity
19.7M
2.9M
61.6M
63.5M
13.1M
76.8M
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Katy Perry Announcement Generated More Excitement
1K 56% positive
sentiment
4K 87% positive
sentiment
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Track Performance on Pepsi Owned Channels
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Best Performing Content on Pepsi Twitter Page
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
1. Discover brand values that resonate with consumers 2. Know best performing content 3. Measure campaign performance
Summary
Trusted Brands run on NetBase
ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS
© 2015 NetBase Solutions. All Rights Reserved Worldwide.
Request a consultation: �855-762-6764 �[email protected]��Learn more:�NetBase.com�@NetBase�