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

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 →

Tips from the iPhone Launch for Marketing and Customer Care

 |  Marketing Manager, NetBase
28th October 201428/10/14

NetBase’s recent webinar, Social Lessons Learned from the iPhone Launch, focused on ways to maximize the value of social media for marketers and customer care folks. Here are three topics we discussed in detail: Campaign performance tracking Crisis management for #BendGate Customer social care for phone carriers Real-Time Campaign Performance Made Easy The iPhone 6 announcement was one of the biggest events on social media. NetBase was tracking the live launch event with Apple CEO Tim Cook with our LIVE Pulse™. This dashboard gives a real-time visualization of the social reach of the iPhone event plus its reception. One fast [...] Read more →

Samsung’s Shows Flexible Response To Bending iPhones

 |  Marketing Content, Netbase
10th October 201410/10/14

Today, we are going to talk about the changes in perception for the iPhone 6 between its initial announcement and launch. We will also explore how this shift in perception affected one of its competitors, Samsung. iPhone Launch On Social Networks The announcement of the iPhone 6 on September 9th was a momentous social event with over 5.8 million people commenting on the phone in that week alone. Two weeks later, the amount of conversation was less but still significant with 4.4 million voicing their reactions to the phone over social media. Here is how the conversation unfolded on social [...] Read more →

Alibaba’s Magical Debut

 |  Marketing Content, Netbase
19th September 201419/09/14

Mentions for the Chinese tech giant Alibaba were up 221% today, hitting a high of 19,207 mentions as the markets closed. Alibaba’s opened the day at $92.70 36% higher than the IPO price of $68 but that didn’t stop people from talking about it all day. Although the company had an overall positive net sentiment (82.9% positive mentions vs 17.1% negative mentions) there were some objections and confusion around what the company does exactly. People on twitter voiced their complaints saying “Alibaba is too big. Seems sketchy” and “Alibaba gonna crash. Sooner or later. Overvalued. Overrated.” Elsewhere industry leaders contemplated [...] Read more →

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