The Secret of Vespa’s Award-winning Campaign

 |  Marketing Manager, NetBase
25th February 201525/02/15

Yesterday, I had the pleasure of hosting a webinar with Jared Degnan @jareddegnan, Director of Digital Strategy with Kellen Company. He’s the mastermind behind Vespa’s brilliant digital marketing campaign Vespa Vita. Jared and his agency team won the IAVA Communicator Award / Marketing Effectiveness for this campaign. During the webinar, Jared discussed how to find consumer insights in social media and turn them into winning campaigns and shared best practices for measuring campaign ROI. Jared started campaign research by understanding what makes a Vespa brand and then by looking at what differentiates Vespa fans from other scooter brands. The insight [...] Read more →

Talking About Your Generation (Social Analytics Maturity or Lack Thereof!)

 |  Sr. Marketing Director, NetBase
24th February 201524/02/15

If brands and marketers aren’t excited about the leaps in technology that have transformed social data and the ways it can be used, then they’re not paying close enough attention. And they better hope their competitors aren’t either. The big data trend has given way to a new generation of social analytics empowering brands to move beyond info-gathering/reacting and into anticipating consumers’ needs and problem solving in real-time. This third generation (yes, third) of marketing analytics is going to leave all the others behind – along with any brands who think older methods are “good enough.” Where do you stand? [...] Read more →

Oscars Passion in Full Swing Online

 |  Sr. Marketing Director, NetBase
20th February 201520/02/15

If there’s one thing Webizens feel intensely passionate about, it’s movies. And actors/actresses. Probably the only thing they’re MORE passionate about is cats. As we head into Oscar weekend and all of the corresponding parties and drama leading up to the star-studded event, we were wondering how the contenders stacked up from a passion standpoint. Let’s take a look at the data we collected and break some of it down: Best Picture of the Year When we’re talking Best Picture, if sheer passion intensity were the deciding factor, the Theory of Everything would be the sure winner. Of course the [...] Read more →

In the News: NetBase CEO Peter Caswell on Fox Business Network

 |  Sr. Marketing Director, NetBase
4th February 20154/02/15

As social media continues to permeate into more areas of our lives, it’s becoming a platform for national and even global conversations about world news and major entertainment events. Super Bowl XLIX was no exception, with one of the highest levels of social media engagement to date. Because of that, the so-called “winners” and “losers” of the Super Bowl extended beyond the players on the field, and can be applied to the halftime performers and Super Bowl advertisers. Liz Claman of Fox Business Network’s “Countdown to the Closing Bell” reported on these social media winners and losers, and turned to [...] Read more →

Who Won The Super Bowl Halftime?

 |  CMO, NetBase
2nd February 20152/02/15

The Super Bowl is synonymous with winners and losers – within the game itself or across multimillion dollar advertising budgets. The Halftime is a massive part of the overall Super Bowl experience and the instigator of much conversation in social media. That is why we decided to take a closer look at Who Wins The Super Bowl Halftime in 2013, 2014, and 2015. NetBase analyzed 14 Million social posts against the performances of Beyoncé, Bruno Mars, and Katy Perry to reveal who America crowned as the Super Bowl Halftime winner from the past three years. We looked at three dimensions [...] Read more →

Netbase Podcast Series: The BBI Initiative

 |  Marketing Content, Netbase
22nd January 201522/01/15

In this edition of the NetBase Podcast Series, host Hope Nguyen is joined by Chris Moody, Twitter Vice President of Strategy and Chairman of the Big Boulder Initiative, and Pernille Bruun-Jensen, CMO of NetBase and member of the Board of Directors for the Big Boulder Initiative. Hear their discussion on the Big Boulder Initiative, its code of ethics and standards for the social data industry, and the reason as to why it’s timely to create a code of ethics for social data. After briefly giving an overview of the creation of the Big Boulder Initiative in 2013, Chris Moody, then, [...] Read more →

2014 Has Flown By as Quickly as Technology Has Advanced

 |  Sr. Marketing Director, NetBase
30th December 201430/12/14

In what feels like the blink of an eye, another year is coming to a close. Marketers and brands who are up to speed are keeping up in real time as social media and social data continue to evolve. What innovations will 2015 bring? We can’t wait to find out. In the meantime, here’s a look back at some of our favorite posts from the past year. Understanding the Drivers Between Online Brands and Word of Mouth – Mitch Lovett, Assistant Professor of Marketing, Simon School of Business, University of Rochester, conducted a research study on what generates both online [...] Read more →

Escaping Sins of Social Past

 |  Marketing Content, Netbase
11th December 201411/12/14

In today’s social- driven climate, it’s become increasingly difficult for companies to escape their past. Events that have taken place years back can suddenly, without warning, resurrect and haunt a brand in a way they couldn’t previously. Past stories tend may get shared again on other social media networks like Facebook instead of their origination. Below you can see the prevalence of a story about Delta airlines that is predominantly shared on Facebook, which tends to have more stories, instead of a site like Twitter, which tends to be for in the moment information in a bite sized format. This [...] Read more →

Virgin America Flies High Above the Rest

 |  Marketing Content, Netbase
18th November 201418/11/14

In preparation for the upcoming holiday season, I wanted to take a look at the airline industry and rank airlines by how much customers like them. You can see from the table below that Virgin America is the most liked with Net Sentiment score of 56%, and US Airways is the least liked with a Net Sentiment of -17%. In order to understand people’s attitudes, I decided to look at these airlines in a number of different ways using some new features in NetBase. First, I created a Crosstab of the airlines category. In addition to comparing the topics on [...] Read more →

3 Ways Social Data Should Replace Focus Groups

 |  Content and Social Strategist, OneAccord Digital
30th October 201430/10/14

Focus groups. Known for their presumed ability to provide real consumer insight into pain points and desired product features, focus groups have been the go-to go-to-market experimental methodology for decades. But there are many problems with focus groups. They kill innovation, for one. And this: “As with any method based on asking users what they want— instead of measuring or observing how they actually use things — focus groups can produce inaccurate data because users may think they want one thing when they need another.” – Jakob Nielsen, NN Group Focus groups are nothing like the context in which your [...] Read more →

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