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Peloton Ad Shows Power of Consumer Perception

Peloton’s viral exercise bike ad shows the power of consumer perception, and the importance for brands to monitor social analytics to maintain brand – and stock – health. And it also offers a case study in how to pick up a viral moment and use it to your brand’s...

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...

Harbowl? More Like Social Media Super Bowl

Forget second screen – in my case there were 3 (TV, iPad, laptop – did you manage to include a couple more?). I’m not sure what this means for the attention span of Americans, but I think we are all headed for national ADD. The lights went out, but there were still...

Social Intelligence about Headphones

This is the first in a series of posts by Candy Chang, an intern from my alma mater whom I had the pleasure of hosting this past week. She put together a summary of NetBase’s social intelligence report on Sennheiser, a German headphone manufacturer. My generation has...

Lead Gen Technique: Create Infographics

This is one technique among a series I'm covering on conversation mining for lead generation. This application of conversation mining is quite different from the other techniques.  It’s based on the premise that if you create interesting content, the leads will come...

Hard to Tackle: WSJ Sentiment Tracker by NetBase

I have to admit, the first time I heard the words “Manti Te’o”, I had absolutely no idea what they meant. However, in the past couple of days, I’ve learned more and more about what is truly one of the most bizarre stories I’ve ever read – and of course, my first...

Lead Gen Technique: Lead Enrichment

This is one technique among a series I'm covering on conversation mining for lead generation. Once you’ve got a lead you can use this next technique to build a profile based on what they talk about in social media.  It could be a lead you’ve gotten from one of the...

Lead Gen Technique: Establish a Beachhead in a Forum

This is one technique among a series I'm covering on conversation mining for lead generation. What if your customers have an online forum where they discuss topics related to their profession, hobby, disease, or interest area?  If so, you can analyze the conversation...

Lead Gen Technique: Conference Mining

This is one technique among a series I'm covering on conversation mining for lead generation. The debate raging out there today is whether or not social media is an effective lead gen source for B2B, and for good reason.  How many mining industry executives, for...

Lead Gen Technique: Target by Unmet Need

This is one technique among a series I'm covering on conversation mining for lead generation. Here is another way to find leads who desire the benefit your product or services offers.  Think about the benefit in terms of the problem it addresses.  A gluten-free...

Lead Gen Technique: Target by Activity

This is one technique among a series I'm covering on conversation mining for lead generation. For this next technique consider what activities your products are associated with.  Then set up a topic about that activity and build a dashboard which reveals people who...