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Ready for Social Testimonial Advertising?

Long before social media came along, brands had learned that unsolicited positive testimonials from happy customers can be used as powerful marketing messages. It still holds true, of course, and now NetBase offers Social Testimonial Advertising, where companies can leverage positive comments in social. The new NetBase service, Social Testimonial Advertising, can help brands find the best testimonials and get them in front of specific audiences. Here’s how it works. Promoting Tweets To start, NetBase identifies organic tweets that contain highly positive comments about your products or services. We then get the author’s permission to use their tweet as a [...]

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Can Social Head Off Denial of Service Attacks?

An ounce of prevention is worth a pound of cure—maybe even more in the case of damaging Distributed Denial of Service (DDoS) attacks on your website. Sophisticated new functionality in NetBase can alert you to an impending attack, enabling you to take measures that can mitigate or avert the attack altogether. Catching a DDoS Early According to the Symantec website, “a denial-of-service (DoS) or Distributed Denial of Service (DDoS) attack involves an attempt to disrupt the normal functioning of a website or web service. In a typical DoS attack, the attacker will overload a site’s server with requests for access [...]

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NetBase’s Birth – Can We Build an Innovation Engine?

With the birth of the United States and our July 4th celebration upon us, it makes me think about when NetBase was 1st founded. In fact, NetBase celebrated its tenth anniversary in June. Here’s our founding story and why we came to exist. Understanding Innovation I was a young engineer working at Ariba in 2002, and had spent a year working on an innovative new product. But one day I got word that the project had been cancelled and all the work that my colleagues and I had done was thrown out. It was devastating—all my professional work up to [...]

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How a Teenager Helped NetBase Understand Emoticons

Because social media is heavily used by teenagers, the online conversation is sometimes foreign to the likes of our staff of adult Ph.D. computational linguists. A particularly thorny problem is analyzing emoticons for sentiment. Some are obvious: a smiley face :-) signifies positive and a sad face :-(  signifies negative. But there are thousands of other emoticons that express varying degrees of sentiment. How can a computer analyze the sentiment expressed by emoticons so that companies can make business decisions based on accurate, reliable data? Tanya Lee solved this key problem for NetBase. Working with our engineering team, Tanya developed [...]

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Understanding the Drivers Behind Brands and Online Word of Mouth

What prompts consumers to talk about a brand online vs. offline? Do social, functional or emotional drivers have the same influence on word of mouth in both channels? To find out, Mitch Lovett, Assistant Professor of Marketing, Simon School of Business, University of Rochester, and his colleagues used NetBase to investigate how the characteristics of a brand affect word of mouth (WOM) for the brand, both online and offline. The results of their research were published in the Journal of Marketing Research from the American Marketing Association. How Researchers Used NetBase For their study, Mitch and his colleagues constructed [...]

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Does Social Skew Negative?

It’s a common perception that there are more negative posts on social than positive. I was reminded of this the other day by an article in the San Francisco Chronicle. A sports columnist said, “In the Twitter world, where Warriors [basketball] fans opine and argue, you’ll find an anti-Jackson current, but that could be chalked up to the negative-skewing nature of social media, where haters seem to far outnumber lovers.” [my emphasis] There’s a fair amount of evidence that supports the belief that social skews negative. For example, this infographic compares reviews of hotels on TripAdvisor to reviews gathered by traditional [...]

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Demographic Segmentation: Soon To Be a Thing of the Past?

I’d like to challenge the conventional wisdom that gives too much credit to demographic segmentation as a way to define audiences and target them with products. I believe there’s a higher aim, which is meeting consumer needs. As marketers, I think we should prefer to target by unmet need rather than by demographic. (This approach, by the way, ties in with the currently popular methodology of Challenger Selling, which argues for approaching customers with unique insights about how they can save or make money.) Social media, when filtered intelligently, can reveal unmet needs. Segment by these needs and you have your product requirements. When [...]

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Insights From ad:tech 2013—Apply Them to This Year’s Conference

We used NetBase to analyze tweets from last year’s ad:tech show and want to share what we found. You may be able to use some of these insights to help shape your plans for the show next week. About Those Giveaways @MeetingBoy tweeted about what types of things were best for brands to give away, and his tweet got 12 retweets and 15 favorites—a lot for a B2B conference. The takeaway? If you’re a marketer in charge of finding ideas for schwag, stay away from “awful branded giveaways.” Better choices are good pens or USB drives over 1GB. The Engagement [...]

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Lessons From What the Twitterverse Saw at ARF 2013

I used NetBase to analyze tweets from last year’s ARF show to help us prepare our own marketing efforts there. See if you can use some of these insights in your planning for the show. Day Two: Tweeting Takes Off ARF 2013 started on March 17 but tweeting peaked the day after with 575 mentions. Guess everyone needed a day to get the lay of the land before they were ready to start commenting. Locals Rule More conference attendees were from New York than anywhere else. Here are the percentages of tweeters from various cities: New York       [...]

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