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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 [...]Read more
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 [...]Read more
Where the Locals Eat in San Francisco
NetBase is located near San Francisco—many of us live there—and we like to eat. So who better to offer some insider’s tips on restaurants for those of you attending the ad:tech conference? Here are some of my personal favorites and some recommendations from colleagues. If you have your own tips, share with others at ad:tech by tweeting #AdTechEats. Radius (1123 Folsom St.) – Epitomizing the Fresh/Local/Organic craze, Radius sources all ingredients from within 100 miles of San Francisco. Source (11 Division St.) – Menu translation: Moo, Cluck, Quack, and Oink. The sound animals make to say thank you for eating [...]Read more
Where the Locals Eat in New York City
NetBase has an office located in New York City – and our NetBase New Yorkers like to eat. So who better to offer some insider’s tips on restaurants for those of you attending the ARF Re⁞Think conference? Here are some recommendations by our NetBase New Yorkers of the best places to eat during your stay at the Big Apple. If you have your own tips, share with others at ARF ReThink by tweeting #Rethink14Eats. City Bakery (3 W 18th St [Flatiron]) – Great for breakfast or a snack. Get the pretzel croissant and hot chocolate with homemade marshmallows. Taim (222 [...]Read more
Social Intelligence about Headphones – #4 Why So Negative?
[This is part of a series of recaps on this Sennheiser Social Intelligence report] One of the ways to break up the raw data is to sort mentions or posts by geographical location. In general, the US Geography map is very pretty to look at, since there’s typically a gradient that works itself artistically throughout the 50 states. But when I saw Sennheiser’s map, my first thought was this: If this map were for a presidential candidate’s ratings during the Iowa caucuses, he or she would have a heart attack. For some reason, sentiment about Sennheiser is very negative in [...]Read more
Lead Gen Technique: Know Your Customer’s Customer
This is one technique among a series I’m covering on conversation mining for lead generation. What if you knew your customer’s customer better than your customer did? For instance, what if your product helps companies monitor their websites to ensure high-availability. Wouldn’t it help to know the instant your prospect’s customers start complaining about the website? To use NetBase to know your customer’s customer, set up a topic for each of your prospects. Look for negative spikes in their sentiment timeline and key things their consumers complain about. NetBase’s alerting capability helps as well if time is of the essence [...]Read more
Is Twitter a Customer Service or a Marketing Channel?
Our partner J.D. Power & Associates recently published their 2013 Social Media Benchmark Study of consumer perception toward companies and their use of social media. J.D. Power surveyed two kinds of social interactions—digital marketing and customer service. To build on their findings, I took a look at this same question but through a different lens. At NetBase we are currently in beta testing with our Digital Channel Intelligence solution for Twitter. Customers had been asking for a way to measure their effectiveness in the same two areas J.D. Power reported on. So NetBase is gearing up to offer two key metrics as [...]Read more
Social Intelligence about Headphones – #5 Forest For the Trees
[This is part of a series of recaps on this Sennheiser Social Intelligence report] The thing about analyzing data from social media is that there are possibilities that I could have never imagined with traditional surveying techniques. With social intelligence, you can see what people want, exactly when they want it. That capability sometimes gives us tunnel vision, though—narrowing down on specific authors, or specific dates, or specific words—and we forget to take a look at the bigger picture. Instead of looking at Sennheiser or Beats or Skullcandy, why not take a look at the whole category of “headphones” and [...]Read more
Social Intelligence about Headphones – #3 Keep Your Friends Close
[This is part of a series of recaps on this Sennheiser Social Intelligence report] Surveys are usually touted as being anonymous. Nothing you say can be traced back to you, so you can feel free to complain, gush, or troll to your heart’s content. Customers who don’t file complaints individually but express their frustration in anonymous surveys probably won’t get their concerns fixed right away. This is why being able to zero in on individual authors of posts is pretty useful. Customer service can address, in real time, a disgruntled customer who posts something like “Sennheiser earphones broke again. Gonna [...]Read more
Social Intelligence about Headphones – #2 Listening In On the Competition
[This is part of a series of recaps on this Sennheiser Social Intelligence report] Social intelligence is more convenient than general surveying because you can easily get information on not only how your brand is doing, but also how your competitors are doing. Just by creating a few more topics to search, Sennheiser can be compared to the other brands in the market like Skullcandy, Bose, Beats by DRE, Plantronics and Koss. According to the report, Beats by DRE dwarfs Sennheiser, Skullcandy, and most of the other headphone brands when it comes to share of buzz, and it’s mostly positive [...]Read more