Blog

Why Its So Important for Marketers to Monitor Tumblr

 |  Marketing Content, Netbase
18th May 201518/05/15

Will Smith or Nick Jonas? That’s not a typical “would you rather” question but an example of two different discussions happening on two different parts of the social web. As a marketer, if you’re not monitoring multiple social networks you could be missing out on valuable insights to inform your marketing strategy. Take for example DirecTV. Over the past month, they’ve aired the largest pay-per-view event in recent history and enjoyed continued success of their ad campaigns featuring actor Rob Lowe. If you were just monitoring Twitter for DirecTV, you may get the impression that boxing and Rob Lowe are [...] Read more →

Conversation Mining Complexities – Why It’s Harder Than Ever

 |  VP of Marketing, NetBase
18th May 201518/05/15

For all that social media has going for it – and there’s a lot – finding ways to gather the overwhelming amount of data available to marketers, and then leverage it in ways that actually make a difference, is no easy task. Audience targeting (that’s scalable) requires knowing how to sift through big data for the most important bits and pieces – you know, the kind that offer actionable insights about the people who use your product, the people you hope to convince to use your product, and your competitors. The complexities are mind-boggling, especially when many brands are relying [...] Read more →

What Every Marketer Should Know about Social Brand Strategy

 |  Marketing Manager, NetBase
15th May 201515/05/15

This week, NetBase partnered with American Marketing Association to host a webinar titled What Every Marketer Should Know about Social Brand Strategy. Our fantastic clients Jenny Verbitsky, Director of Research at Ogilvy, and Adam Pierno, Director of Brand Strategy and Planning at Santy, shared their best practices and case studies on researching, building, and measuring campaigns. Here are some of the tips that Jenny and Adam shared for working with social media analytics. We talked about what it takes to create winning campaigns. According to Jenny from Ogilvy, media research should inform every part of the campaign strategy including planning, [...] Read more →

How Targeting is Becoming Predictive & Ways Sentiment Can Help

 |  VP of Marketing, NetBase
13th May 201513/05/15

Social media has come a long way. In the past decade, the way enterprises have used it has transitioned from a “let’s try it” sort of dabbling approach, to appointing social media teams to manage a consistent social marketing presence, and now… a shift is happening yet again. Companies are seeing beyond what they thought social media was or could be, and looking for new ways to derive insights from social data and incorporate it into other aspects of the enterprise. Could one of those ways be through emotion? Yes, according to a webinar by Adweek and NetBase, which explains [...] Read more →

Branded Content Taking Off On Tumblr

 |  VP of Marketing, NetBase
12th May 201512/05/15

The desire to capture the Millennials market is bringing brands to Tumblr – a strange but popular social land where shiny, different, funny and pop culture content rules, and is shared far and wide. While many brands have been slow to embrace Tumblr as a priority social network, those that HAVE are discovering just how much the microblogging platform has to offer. To start with, Millennials comprise roughly half of the site’s users – skewing toward the younger 16- to 24-year-old end of the spectrum in particular [Source: Tumblr: It’s More Than Just A Place for Millennials, B2C, April 2014]. [...] Read more →

The Good, The Bad & The Ugly of Social Listening Campaigns

 |  VP of Marketing, NetBase
11th May 201511/05/15

Brands today have everything in the way of advantages over brands of the past. Marketing insights that used to cost a fortune in time and effort to gather via surveys and focus groups are now readily available on social media. All marketers need to know is which information is most important, and how best to leverage it on behalf of their brands. But while it’s much easier, it’s still not easy if you don’t have a clear understanding of all the pieces of the puzzle. When you do, you can work wonders. When you don’t, you can end up doing [...] Read more →

Social Media Data Ranks Top 100 Most-Loved Brands

 |  CMO, NetBase
7th May 20157/05/15

We know that consumer purchases are won on emotion and that certain brands are especially skilled at creating the kind of passion that drives sales and sustains businesses. But who are the real leaders? The recent NetBase Brand Passion Report ranks the most-loved brands based on consumers’ social media interactions; and the results include some surprises. According to the ranking, Etsy (4) clicks more than Amazon (12), Ford (38) beats Ferrari (43), and Canon (39) is sharper than Nikon (68). But the big winner is no surprise. Apple finishes third on the LoveList and three of its products—the iPhone, iPad, [...] Read more →

4 Ways Brands Can Gain Fans and Increase KPIs on Tumblr

 |  Marketing Content, Netbase
30th April 201530/04/15

On May 8th NetBase customers will have full access to Tumblr data. As part of our pre-release, we’re taking a look at four ways leading brands in different industries are successfully marketing on Tumblr’s diverse platform. With over 230M blogs and 80M new posts every day, the Tumblr universe is enormous and growing larger every day. It’s a tremendous amount of content, but how much of what’s on Tumblr should matter to brands? According to a content engagement study by Millward Brown Digital1, customers who engaged with branded content on Tumblr “delivered a 226% lift in KPI actions when compared [...] Read more →

NetBase Customers, you are not affected by Twitter news

 |  Marketing Content, Netbase
15th April 201515/04/15

Twitter recently announced it’s ending its agreements with Third Party data providers in order to pursue a strategy of building more direct relationships. We wish to reassure our great customers and partners that this does not affect your NetBase services in any way. NetBase’s long standing partnership with initially GNIP and now Twitter means that there is no disruption to any data or services – and that we will continue to provide full Twitter data. You will continue to benefit from real-time analytics and the consumer insights we gleen from the vast public data source Twitter offers. This along with more than 300 million data [...] Read more →

American Airlines Changes Its Tune for Passengers


8th April 20158/04/15

The Internet is full of complainers – just check the comment thread of pretty much anything for confirmation of this fun fact (and don’t feed the trolls) – but when you’re a major brand, complaints, especially those that arrive in the moment via social media, offer a unique opportunity to problem-solve and convert cranky consumers into satisfied, loyal customers. American Airlines clearly understands this. Known and celebrated for tracking and acting on insights gleaned from social media – Twitter in particular – the airline doesn’t take tweets like this lightly: In fact, American Airlines, smartly, is always paying attention to [...] Read more →

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