Powering and Optimizing

your Brand with Social

Intel l igence

Ryan Taketa

Product Marketing Manager

NetBase - Social Analytics

@artee46

Ted Tagalakis

Director, Marketing Science & Digital Strategy

Ames Scullin O’Haire Advertising

@Ted_Tag

T R U S T E D B Y T H E W O R L D ’ S TO P B R A N D S .

NetBase helps them analyze millions of social media posts, process real-time data, and support every

facet of business.

O U R P L AT F O R M D E L I V E R S

R E A L B U S I N E S S VA L U E .

Progressive brands and agencies use NetBase

to see their brand through the eyes of

consumers.

Increase Revenue

Improve Productivity

Reduce & Manage Risk

Decrease Costs

A CASE STUDY IN SOCIAL

INTELLIGENCE

NETBASE PAGE 5 LEADING SOCIAL BUSINESS PLATFORM

CONFIDENTIAL | © 2015 NetBase Solutions. All Rights Reserved Worldwide.

Social Intelligence affords us the opportunity to holistically gather, analyze, and understand

the voice of our consumer across a broad spectrum of topics

in both a qualitative and quantitative means faster than ever before.

Are you Listening?

UNDERSTANDING THE VOICE

OF THE CONSUMER

CONSUMER

INSIGHTS

OPTIMIZING MESSAGING

HOW MUCH ARE THEY

TALKING?

Big time!

Almost 300 million

potential

impressions!

March through

August are prime

for messaging.

DO THEY LIKE US?

YES…

Our consumer not

only likes us…

They LOVE us!

WHAT DO THEY LIKE?

Animals:

• Manta Rays

• Belugas

• Jelly Fish

• Dolphins

Experiences:

• Sea Nights/Sips Under the

Sea

• Backstage Tours

•

WHERE ARE THEY?

They’re everywhere.

BUT…

The Southeast continued to

demonstrate a strategic

opportunity.

CREATIVE AND MEDIA

ROCKED THE CAMPAIGNS!

2015 RESULTS AND IMPACT

174%

Increase in Potential

Impressions

304M to 804M

April – July

Increased Potential

Impressions

110M to 182M YoY

ALL ABOUT ATTENDANCE

Attendance Up

8%

Ranked #1

Aquarium in the US by

TripAdvisor

"The on ly way to be p roac t i ve w i th your

aud ience is to accura te ly p red ic t what t hey ’ re

go ing to say. Soc ia l in te l l i gence a l lows us to

f i nd those pa t te rns in on l ine behav io r tha t

make us be t te r marke te rs and communica to rs

by an t i c ipa t ing the needs o f our gues ts and

f ans . “

-Ros ie Judd , D i rec to r, D ig i ta l Med ia

NON-TRADITIONAL USE

CONSUMER

INSIGHTS

OPTIMIZING MESSAGING

PERFORMANCE

MARKETING

OPTIMIZING PAID

SEARCH

Our c l ien t had t r ied pa id search p rev ious ly

w i th l im i ted resu l t s and no ac t i ve campa ign

had been imp lemented in severa l years .

A LITTLE HISTORY…

INSIGHT #1

While examining

Sentiment Drivers a

few items popped

out about pricing

and potential

promotions.

INSIGHT #2

A brand analysis

indicated a few other

local attractions

entered the Georgia

Aquarium’s social

conversation.

INSIGHT #3

Where were these conversations taking place?

Which Metro Areas and which cities contributed?

THE CAMPAIGNS

Value & Discounts 1

2

3

Things to do while in Atlanta for the DMA

Things to do in Atlanta for those outside of the Atlanta DMA in

certain identified markets

THE RESULTS

Value & Discounts - ROI 1,129%

1

2

3

Things to do while in Atlanta for the DMA - ROI 883%

Things to do in Atlanta for those outside of the Atlanta DMA in

certain identified markets - ROI 507%

MORE THAN MARKETING

CONSUMER

INSIGHTS

OPTIMIZING MESSAGING

PERFORMANCE

MARKETING

OPTIMIZING PAID

SEARCH

CRISIS

MANAGEMENT

QUALITATIVE AND

QUANTITATIVE

A VERY SAD DAY

O n O c t o b e r 2 2 , 2 0 1 5 , M a r i s , t h e b e l o v e d f e m a l e B e l u g a w h a l e , u n e x p e c t e d l y p a s s e d a w a y.

W i t h i n m o m e n t s o f t h e i n i t i a l p r e s s r e l e a s e h i t t i n g t h e w i r e , N e t B a s e a l e r t s i d e n t i f i e d t h e e v e n t .

ALERTING THE TEAM

After the first alert hit, confirmed that the information was correct with the Georgia Aquarium’s Director of Digital Media.

Called NetBase team and worked with them after-hours to optimize

current topics, access full firehose, and set up crisis specific topics.

Started to collect and analyze social data for crisis support planning.

AN AVALANCHE OF DATA

Within hours of the news breaking…

• Net Sentiment went from +98 to -50.

• Online Mentions jumped from around 200/day to over 4,200.

• Potential online exposure was in excess of 55,000,000 impressions.

SOCIAL INTELLIGENCE WHEN

YOU NEED IT MOST

The two main areas of guidance for the client.

• Identified key items that should be addressed in messaging and a

subsequent press conference.

• Instantaneous qualitative and quantitative analysis of

conversational themes for brand health.

WITHOUT SOCIAL INTELLIGENCE,

IT ’S JUST ANOTHER OPINION

S o c i a l i n t e l l i g e n c e a l l o w s u s t o a n a l y z e u n s t r u c t u r e d

b i g d a t a i n s u c h a w a y t h a t w e c a n i d e n t i f y k e y i n s i g h t s t o a s s i s t o u r c l i e n t s i n m a k i n g s o u n d

b u s i n e s s d e c i s i o n s

Say Hel lo

Ryan Taketa

NetBase Product Marketing

@artee46

Jami Blackburn

NetBase Marketing Manager

@jami_blackburn

Ted Tagalakis

Ames Scullin O’Haire Director

@Ted_Tag