next level consumer understanding

Differentiating your brand requires next level consumer understanding. And NetBase Certification helps brands and agencies become expert at this through targeted, in-depth explorations of social analytics capabilities. We’re sharing a sampling of this expertise below!

Specifically, in this piece, we’ll explore the power of:

  • Layering themes for unparalleled depth of insight
  • Capturing consumer verbatims to see precisely what they love and hate
  • Segmentation revelations that support new business development
  • Identifying new audiences and pinpointing existing audiences on different channels
  • Conquering learning curves to quickly understand a new niche ahead of a pitch
  • Competitive intelligence that offers actionable, immediate insight

Let’s dive in!

how to make sma work for you

Deeper Insights Than Ever Imagined

Probably the biggest takeaway for each NetBase Certification participant isn’t that specific features exist, but that these capabilities take their research beyond anything previously experienced. As McKenna Mitchell, Data Analyst at Doe-Anderson observed, “you can click through and go from demographics to word clouds to sentiment, but the training really showed how they all work together to get deeper insights instead of quick blurbs.”

And one of those ways involves layering themes, which is a competitive analysis favorite of her colleague, Derek Kopecky, Data Analyst at Doe-Anderson.

What is a theme exactly? It’s a set of saved filters that segment conversations to perform a deeper and more customized analysis of your brand or use case. With it, you can:

  • Compare one or more brands against a set of themes. For example, a restaurant chain could compare mentions, impressions, net sentiment, or passion for themes like “food quality,” “nutrition,” or “experience.”
  • Drill down into a certain aspect of a brand. For example, an airline company could create themes for “baggage complaints,” “flight delays,” or “facility complaints.”

And, probably best of all for the advanced user – brands can create custom segments to focus on unique groups they’re trying to understand.


Layering Themes & Crosstab Analyses

“When we talk about competitive analysis, being able to layer things is great,” shared Derek. “Take healthcare for instance, being able to layer Medicare versus doctors or nurses and things along that line, and show where consumer sentiment or passion intensity stands compared to the rest of the competitive set has been fairly helpful.” As is using that capability to generate sets of relevant sound bites. For example, a retail chain might filter on the “buy” behavior to find sound bites for lead generation.

And then, “some of the most useful parts, in general, is showing verbatims. Clients really like to see specific tweets. These verbatims and kind of the general trends of volume are really kind of mind-blowing to them.”

And they should be! Part of it hinges on the way its presented too though. McKenna shares that they have several dashboards in play for different clients at Doe-Anderson. “One of the really interesting engagements we have is a client that partnered with a charity. So, we’ve used the Crosstab feature to combine those two accounts and answer ‘how do people feel about the charity?’ but also, ‘how do people feel about your brand name in general? And we can identify where that consumer sentiment doesn’t necessarily overlap, and put strategies in place to get them to.” Observing those shifts over time and the corresponding consumer indicators are powerful visuals to share with any client. And the dashboards do a tremendous job of telling that tale.


And as impressive as the results are when using the crosstab analyses and layering themes, the personal narrative theme always stands out as an agency favorite all on its own. Let’s see why!

Personal Narrative Theme for Consumer Understanding

Joseph Gudino, Paid Social Manager at JUST Media loves his all-in-one NetBase dashboard that they’ve developed for clients. It has all kinds of psychographic insight and a high-level view including mentions of a brand, from anybody anywhere just mentioning the brand. And then mentions of a brand in addition to specifically identified keywords to round out the picture, along with commonly used words and other, more brand-specific widgets to further flesh things out. But the part he loves most is a bit further down in the report, where the personal narratives live.

“Oh my God, y’all, the personal narrative theme has made me look so good in so many situations. It drills down to situations where someone has posted using personal pronouns: ‘I, me, we, they’ – and it has to be followed up by ‘like, like dislike, hate, love.’ So, it’s only pulling in instances where someone says, ‘I love…’ insert brand, ‘I hate…’ insert products, ‘I dislike…’ And it just offers such incredibly personal, sincere commentary people are just blown away.”

It’s a simple, all in one snapshot that’s extremely valuable to brands. As is the ability to segment results down to an unbelievably granular level.

how to make sma work for you

Segmentation Shows So Much

Aris Tagle, Group Director of Digital & Social Media Analytics at Team One, uses segmentation a good bit. Accurately understanding a client’s customer base depends on it. “I’ve used a lot of segmentation – the demographics, the interests, and geography is a big one as well. If I’m looking at just a certain audience in the U.S. versus global, my metrics can look very different. And each is typically different from what the brand thinks its customer base looks like.”

And clients are realizing that it’s not only one’s customer base that’s important, it’s also key to understand who is talking about the brand beyond the customer base. And that those audiences will not always be in alignment – and that’s okay! It also depends on where you’re sourcing the intel, as it can come from news or social sources and that always shows a disconnect:


“Social is more reflective of people’s perceptions of the brand. And it helps to match that up to show the brand, ‘Okay, here’s where you are now. If you want to be perceived as the creative and cutting edge brand, let’s see how it works when you put out messaging [targeting X segment] and see if there’s any impact.”

With clear indicators to measure against, and the ability to capture a very specific slice of conversation, agencies can help brands really move the needle in meaningful ways. And this is true even when an agency is tasked with understanding a category it hasn’t spent much time with. Next generation AI-powered social analytics smashes learning curves.

Understanding a New Niche

Rachel Kimmel, Strategist at Rauxa recently worked with a client in gaming. It’s a bit of an adrenaline rush to participate in the gaming category right now, and even more so if one isn’t a gamer.

Using her newfound NetBase Certification skills, her team was able to dig into this whole other world and this whole other language. “And NetBase was really helpful with that, especially when it came to analyzing a Reddit channel, as that’s where a lot of gamers were speaking,” she shared. “And it was really helpful to see the Reddit conversation. To see the sentiment around the launch of a new gaming product; what people were talking about and what the pain points were. We had seen a little bit just from reading articles, but it was really helpful to observe the actual conversations between gamers who were speaking about and obviously being honest with each other about their expectations.” And it provided insight that helped them build out the persona for this gamer segment.

And not only that – the analytics helped them guide clients through messaging and communication tactics to shift perception and address those pain points. It can also help agencies identify new channels for clients to consider when pursuing this mind shift.

Identifying New Channels & New Info All Around

After performing an initial investigation around how people talk about things in a space, to ensure they’re framing their messaging correctly, Silje Lier, Vice President, Social Strategy at Evoke KYNE and her team dive in to the client’s social channels, pulling the insight from each into NetBase for exploration. It’s always instructive.


“We were social listening for a client who has a pretty niche patient community that they had built a Facebook page around. We’re doing a lot of community management for them and through social listening we discovered that a lot of these folks were also on Twitter.” So, they mapped out a community engagement plan for this new channel.

And knowing where to promote campaigns is crucial, of course. “We create a lot of content every year around disease awareness days or specific milestones. And we use NetBase to track hashtag usage and content performance, or we have virtual patient advocacy events where the clients are really interested to see the reach of those events and how we’re engaging patient communities.”

Overall, using NetBase on the frontend to identify meaningful benchmarks “helps pinpoint the growth of those communities which ultimately leads to more funding for the program.”

Though possibly the best way to get communities engaged and growing is through interactive opportunities that increase brand awareness. And capturing key insight to supercharge them is one competitive analysis away, really . . .

Consumer Engagement & Competitive Intelligence Opportunities

Working with broadcast dramas usually means each drama has its own official Twitter account – and often, its own loyal following. And, as Junya Iwata, Solution Engineer at Tecnos shares,whenever they deliver content that is interactive in nature [on these Twitter handles], that’s when a lot of Twitter users react. They like, retweet or respond to them.” The trick, of course, is to message out top interactive content.

With their NetBase Certified social listening skills, Junya’s team was able to pinpoint imagery that resonated with modern society and involved a romantic story. Sharing messaging that showed the main male cast and the main female cast being in love with each other was a hit with viewers – and with those retweeting the content.

By monitoring these audience interactions, Tecnos will be even better equipped to anticipate future interactive trends for these broadcasts. And monitoring competing shows will offer additional insight around the target consumer for these shows as well.

As Michael Kwolek, Director of Strategy at Room 214 discovered, capturing competitive intelligence often offers the precise insight that brands need to hear, even when they don’t want to! It helps agencies pinpoint things they see as missing from a brand’s marketing, via competitive intelligence proof points that are hard to deny.

“We can share that although consumers are talking a lot about features for your brand, they’re talking a lot about how much they love the competing brand. And we can see [and share] that comparison in a very concrete way.” A passion index is a pretty telling visual to map passion against competitors, that’s for sure.


Additional Ways to Slice & Dice the Data

But it’s far from the only way to offer proof points, of course. Just in this post alone, we’ve seen crosstabs and themed analyses, along with verbatims, new channel chatter, engagement tactics and so much more. And at the end of the day, having concrete, accurate and transparent insight to tell a brand’s story is what really matters.

How is your agency getting this done? Reach out and we’ll show you how to offer clients so much more, with best in class consumer and market intelligence!


how to make sma work for you