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Talking About Your Generation (Social Analytics Maturity or Lack Thereof!)
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
Dating Online? – Using Social to Find the Right Partner
I recently found myself looking into the online dating world and was at a loss for the sheer amount of options that were available to me. Not knowing where to start, I did what any good millennial would do — consulted my peers on the internet. But why just ask close buddies when I could get opinions and feedback from all of the social media with NetBase platform as my guide. With that in mind, I took a look at some of the more popular dating sites. First, I needed to know what site to join. My original options were [...]Read more
5 Steps to Doing Social Media Listening the Right Way
Have you heard the old adage: “You’ve got two ears and only one mouth”? It means you should listen twice as much as you talk. This is especially true if you want to understand what your target audience really cares about, and then talk accordingly. Well, as marketers there’s no question that we’re doing a lot of talking. Everyday we have one-sided conversations with our prospects using advertising, email, content marketing, and social media. How about the listening side of the equation? What listening you’re doing isn’t enough Most marketers commission quarterly or annual surveys, but that’s not exactly real-time [...]Read more
Can Social Rescue “Declining Business Dynamism”?
Fewer entrepreneurs are starting fewer new businesses. Can social ride to the rescue? The graphic above is from a new report by the Brookings Institution, “Declining Business Dynamism in the United States: A Look at States and Metros.” It charts the entry and exit rates for new business in the U.S. between 1978 and 2011. What it shows is that the U.S. economy has become less entrepreneurial over time. According to the report, “… recent research shows that dynamism is slowing down. Business churning and new firm formations have been on a persistent decline during the last few decades, and [...]Read more
Can Big Data Boost Your Chances of Getting Your Message to Go Viral?
Tap into the right elements of what makes a video go viral – Can Big Data place you in the right position to have your message shared by millions? Web Metrics Guru, Marshall Sponder shares how you can define and implement actionable metrics for social engagement and activity that help focus your message and spark measurable reactions from your audience. • Marshall examines what exactly is the “Big Data” we’re looking at when it comes to examining the elements that catapult a message to the masses? • He’ll discuss the importance of strategic, campaign-driven outreach, instead of one-off videos that [...]Read more
Social Listening and Big Brother: A Consumer Study
Working for NetBase, a social intelligence company that helps the largest brands and agencies in the world understand what consumers are saying about them, I started wondering about Big Brother: Do consumers know we’re listening, and do they care? To answer that, we joined forces with our partner J.D. Power and Associates and surveyed 1,062 consumers across demographics—Millennials to Boomers—and asked them a series of questions. Survey Results Here are key findings from the survey, presented in an infographic: 32% of consumers have no idea brands are listening. They’re talking about companies to their friends, and their feedback is 100% [...]Read more
Lead Gen Technique: Give ‘em What They Want
This is one technique among a series I’m covering on conversation mining for lead generation. Set up a topic in NetBase on your brand and then filter the posts down to just those that express “want” or “need” behavior for your brand. Turn on the firehose, sort by the desired time period, slice and dice by geo/gender/etc. Now you’ve got a rich source of precisely targeted leads. Thinking about your own business, what behavior would you pinpoint about your brand? For many brands, consumers will simply say they “want” or “need” it. But if your product is a consumable item [...]Read more
The Ten Things We Fear (And Love) About BYOD
Two years ago, BYOD was just another acronym jockeying for acceptance by the technorati. Today, BYOD is a full-on phenomenon, the dominant way by which tablets like the iPad and Android smartphones like the Samsung Galaxy S are entering companies. This is happening in plain view, and with the full approval, of IT managers and CIOs. Take Cisco Systems, where employees use more than 50,000 mobile devices, all of their own choosing. Or Safeguard Properties, which is encouraging its 8,000 freelance home inspectors to arm themselves with iOS and Android devices. Or my employer, SAP, which has adopted Genius Bars [...]Read more
Philz Coffee Netnography
The positioning for Philz Coffee is all about hand-made, gourmet, and custom. The Philz site says, “If you are serious about coffee, we recommend you immediately fly down to Philz Coffee and try a cup of one of the 20 handmade coffees that are on the menu or get some Philz coffee shipped over to you. … Ask Phil how many times people have come directly from the airport just to taste his coffee.” OK, but there are only seven retail locations for Philz— compared to 17,000 for Starbucks—so if you want to try Philz at one of their coffeehouses, [...]Read more
What’s the Best Online Backup Service?
In the past, when you had an important purchase decision to make, you might have asked a friend or two for their opinion. Now, with the advent of social media, you can turn to a quarter million people and get their opinion in the blink of an eye—as long as you have sophisticated tools like NetBase’s to automatically analyze all that chatter so quickly. Here’s a personal example: When I bought my daughter a laptop a few months ago, I realized I should also sign up for a good online backup service. Since I’m not an IT wonk myself, I [...]Read more