As we in the United States celebrate Thanksgiving, we wanted to take a moment to express how thankful we are for the amazing brands we serve with our social analytics tools. And, it turns out, they’re thankful for us as well.
Here are 5 reasons why:
1. Accurate Risk Analysis for Monitoring Brand Health
Like the story of The Boy Who Cried Wolf, tools that send you running after nothing waste your time, and lull you into a false sense of security that may cause you to misidentify an actual problem. The previous social monitoring tools used by Lloyds Bank left them in just such a position.
“We previously tracked risk with other tools that you always had to take your alerts with a pinch of salt because the accuracy of the sentiment it was measured against wasn’t that great. Whereas now we’ve got NLP and we’ve increased accuracy of our sentiment by 30%.
When we get an alert from NetBase we have much more confidence that there is actually a breach, whereas previously, with poorer level sentiment accuracy, we’d say we have a breach, but it was actually neutral, not negative.” – Charlie Marples, Insights Manager, Lloyds Banking Group
2. Creating Future Growth from a Local Level
There are many ways to apply social insights to understand everything across your business. Marketing, customer service and HR are just some examples. Narrowing insights to the local level lets you strengthen community bonds and ensure you “matter as much tomorrow as you do today.”
“We use NetBase to keep track of our competitors, our customers, and also our people. Social insight allows us to keep track of what’s going on at a local level, and to ultimately help our local Post Offices grow and prosper for future years.” – Darren Jones, Sr Social Media Manager, Postal Office Ltd
3. Finding Answers to “Tricky Questions”
Agencies like Edelman use social analytics to help clients like leading entertainment brands understand conversations and concerns throughout key periods like the holiday booking cycle. They advocate for their clients and use social insights to inform efforts as they craft upcoming social media strategy. This is something they couldn’t do without social analytics tools to sort through the data coming in.
“We use NetBase primarily for social analytics for earned media monitoring – looking at what the end consumer is talking about – the topic, the category. We use it to uncover those truths that sometimes we just wouldn’t be able to get without having a tool like NetBase empower us to get those insights.” – Simon Quinton, Sr Research Manager, Edelman Intelligence
4. Inspiring Killer Content on the Fly
Brands like Chick-fil-A count on agencies like Moxie to provide the right content in the moment it matters – something you can’t do without real-time social analytics tools. As an example, Moxie created their most-engaged GIF for Chick-fil-A, and increased brand awareness by 46%, by establishing a structure around social-analytics driven content strategy.
“We use NetBase for real-time opportunities. At 10:00 every day we sit our account, creative strategy, and client down and just tell them the story of the day. From that we find content opportunities that we push live within 30 minutes to 4 hours from when we saw the opportunity. That content as a whole performs about 3 times higher than any other content we do for the brand, and is very much powered by the NetBase solution.” – Shawn McGahee, VP Advanced Analytics, Moxie
5. Integrating with New Technology like AI to Personalize Social Insights
As technology grows, there will be new ways to apply social analytics, as well as ways to combine social data with other data sets for deeper consumers insights. 113 Industries is just one agency using social analytics tools in this way to shape the insights they provide for clients around the globe.
“We are a proud partner of NetBase, and we love the tool because, number one, the breadth of information on the consumers is just excellent. One of the features we like about NetBase is the ability to integrate and admit other data sets. We use NetBase APIs, for example to get data on the consumers and then we use that in other ways. Specifically, we use IBM Watson to understand the psychology of the consumers.
So after we’ve done the segmentation of the different consumers within NetBase we then use IMB Watson [to] help our customers really activate the consumers in specific ways when they go to do marketing or launching a product.” – Anupam Singh, Founder and President, 113 Industries
Why We Do What We Do
So much is possible with social analytics tools – from everything mentioned above, to tracking live campaign insights, identifying new audiences and influencers, and more. We’re so grateful to have the opportunity to help so many brands move forward and succeed – and we can’t wait to see what’s coming around the bend and into 2019.
Thanks for taking the journey with us! Happy Thanksgiving!
Want to see how NetBase can move your brand forward? Get in touch for a customized demo!