Social Media Due Diligence – The Key to Consumer Connections Across Platforms

 | Senior Lead Generation Manager, NetBase
5th February 20165/02/16

Social intelligence is more than a buzzword – and it’s more than something brands can use to find out what’s being said about THEM online. The goal now is to get to know CONSUMERS – because doing so is what gets the results brands want. How? Find out on February 10th  during the presentation, “Powering and Optimizing Your Brand with Social Intelligence” at the Social Media Summit in Las Vegas. Ryan Taketa, Product Marketing Manager at NetBase, and Ted Tagalakis, Director of Marketing Science and Digital Strategy at Ames Scullin O’Haire Advertising, will show you how one brand turned around […] Read more →

If Tweets Were Votes, Who Would Win Iowa?

 | Content Strategist, Santy
4th February 20164/02/16

It’s election season! That means millions of Americans taking to the Internet to express their opinions about who should be in charge of running our country. Yay! Free speech! What with all of the tweeting, posting and tumbr-ing going on, I decided to pose a question – could measuring social conversations about candidates be an accurate way to predict the outcome of the presidential election? I’m talking beyond the polls, or what comes from the media. It seems like understanding the stuff real people say online (when no one asks them) is important. While I usually care a lot more about […] Read more →

Social Media Sentiment Analysis Sheds Light On the Ways We’re Watching the Super Bowl

 | VP Marketing, NetBase  | 
3rd February 20163/02/16

Of the 114.4 million people who watched the Super Bowl last year, 1.3 million streamed it through NBC’s website.With the countdown to Super Bowl 50 underway, what can social media listening tell us about consumers’ thoughts on viewing via cable — and will last year’s streaming experience convince cord cutters to rethink their decision? What social media listening reveals about cord cutting Insights from NetBase’s platform reveal that at -50%, overall sentiment towards cord cutting is mostly negative, with the word “linger” dominating the attribute cloud: However, when we exclude retweets, it becomes apparent that this negativity stems from shared […] Read more →

Rocking Social Media Listening in the Beauty & Fashion Industries – and Beyond

 | Senior Lead Generation Manager, NetBase
2nd February 20162/02/16

More than most, fashion and beauty brands must keep an eye on trends if they want to stay relevant. But trends can influence any industry – so how do brands keep track of those newly emerging, and those falling by the wayside? Can social media listening help? Absolutely. And “how” is just part of what we’ll discuss at this year’s Brand Innovators Fashion & Beauty event in New York City on February 12. NetBase marketing manager Sean Chauhan and Localspeak owner/partner Candida McCollam, will look specifically at how trends affect luxury brands – and how all brands can benefit from […] Read more →

Does Social Media Monitoring Mean the End Of Focus Groups?

1st February 20161/02/16

Marketing and advertising have come a long way since the days of Mad Men and Don Draper. In the coming weeks our Marketing Evolution series will look at which methods have been eclipsed by more technically advanced options, and which old habits have stuck – like focus groups. With the social listening tools available now, shouldn’t focus groups be a thing of the past? Not necessarily. Back in the day… It’s true that before social media, focus groups were one of few options for getting information directly from consumers – along with surveys, and of course, in-store encounters. And even […] Read more →

How Social Media Listening Enables Emotional Connections with Your Social Audience

31st January 201631/01/16

It might seem ironic, but the key to marketing in the digital age lies in brands acting more human. But how do you establish emotional connections with perfect strangers on social? By letting them lead. Power shift There was a time when it made sense to think of your brand as the center of the universe, offering up solutions to any number of problems – because consumers responded to that. But social media has shifted the balance of power into consumers’ hands. They don’t have to take your brand’s word for anything anymore – because the entire universe is available […] Read more →

How Luxury Went Digital

 | Content Strategist, Branch Creative Network
30th January 201630/01/16

There is a lot that goes into building a luxury brand. The prestige, the glamour, and the awe that accompanies the word luxury are traditionally not easy to come by, and thus once obtained, are fiercely guarded. From the design of products, through the outlets they are distributed, and the mediums of promotion that are used, luxury brands have long strived to differentiate themselves from the crowd. For marketers, that often meant not using tools that decreased the perceived level of exclusivity to the brand. A 2014 study showed that 40% of luxury brands choose not to sell their merchandise […] Read more →

How Social Media Sentiment Analysis Inspired a New 7-Eleven Slurpee Flavor

 | VP Marketing, NetBase  | 
29th January 201629/01/16

Historically the roles of brands and consumers have been clearly defined, and separate: brands create and sell products, and consumers buy them. But what if a brand responded to the whims of users on social to create a new product? Would it work? It did for 7-Eleven. Taking the hint Sound crazy? Maybe. But it just might be the new world order – and there’s no downside when your audience is built right in. In the past, brands would create new products, and marketers would sell them, telling consumers all that made them must-have items. There might be a focus […] Read more →

For Best Social Media Listening Results, Dive Into Psychographics

28th January 201628/01/16

In the age of Big Data, the more you know about consumers the more influence you have over their buying behavior. Gathering better information means shifting your focus from demographics to psychographics. Here’s the difference, and why it matters. It’s quite similar to online dating, really. You get a few hits that fall into the parameters you’ve set for age, appearance, and some basic core values you need a partner to share. This generic framework, like demographics, establishes a baseline to narrow the field – but you can’t fall in love until you know much more. Love means taking the […] Read more →

Can Social Listening Predict the Next Oscar Winner?

27th January 201627/01/16

It’s that time of year again: Oscar season. So much to get excited about! Fifteen years later, I’m still verklempt remembering Björk’s iconic swan dress! And I’m not alone in my anticipation: In just the past month there have been over 2.7 million mentions of the Academy Awards. Social media is buzzing with conversation on who deserves recognition. Which brings me to my main question: If your brand wants to stand out in the entertainment industry, don’t you think you’re missing out on the big picture if you’re not utilizing social? Consumers share their likes, dislikes, needs, and desires in […] Read more →

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