Amazing and unexpected insights are uncovered using next generation AI-powered social analytics. But don’t take our word for it, we interviewed a couple of NetBase Certified Data Analysts from Doe-Anderson to share their experience around everything consumer and market intelligence has to offer.
Derek Kopecky and McKenna Mitchell are both Data Analysts at Doe-Anderson, one of the oldest continuously operating advertising agencies in the United States. And each use social analytics to inform leading company initiatives. They uncover unexpected insight often, and apply these discoveries to across the agency. Let’s see how that looks!
Heading Off a Crisis with Consumer Intelligence
Using NetBase daily, Derek incorporates social listening into all aspects of his work, from planning to media and “really trying to find ways that we could utilize NetBase wherever possible.” And crisis management is always a top ask with clients.
“We use analytics to follow a topic as it travels across the internet, and particularly as things are beginning to heat up – a lot of climate research,” as in taking the temperature of an issue.
To do this, they look at what consumers are doing and saying as blips pop up on their radar. They were quick to identify and follow COVID-19 conversation, for example. Monitoring how brands were reacting and how/if those responses should potentially inform a client’s response. More recently, they’ve been listening closely to the social justice conversation.
And regardless of topic area, some basic questions they seek to answer include:
- How are different categories responding?
- Are they putting out ads around it or are they staying quiet?
- What impact is this having on their brand? On the industry?
Using that insight, they sort out “how can we inject ourselves in a paid way into that organic conversation and really drive home the point on how we can help?” Because right now, with brands in full crisis communication mode and consumers abandoning ship, understanding how to help is key to coming through the other side of this pandemic intact. And a huge part of that understanding requires trend forecasting.
Post-COVID Trend Identification
As McKenna shared, there are many learnings to take into account when it comes to post-COVID planning. And Doe-Anderson created an analysis focusing on precisely that. “In our post-COVID-19 consumer predictions report, Predicting the Future: How COVID-19 Will Shift Consumer Behavior, NetBase really helped us pull data behind those trends.”
By watching how consumers are changing in real time, we identified seven key trends that will reflect the lasting impact of the COVID-19 crisis.
- Return of Expertise
- From Me to We
- Ambient Wellness
- Accelerated Digitization
- Human Era 2.0
- Compassion Inc.
- Preparedness Is the New Prada
Based on what consumers are talking about for the future right now, they were able to make informed predictions around how things will likely look like a month from now, three months from now, and even a year out. Their analysis is worth a read – be sure to click over to check it out.
They were particularly excited about the Accelerated Digitization trend, as its impact is far-reaching.
“It has been really exciting,” shared McKenna, “because one of the trends was accelerated digitization. In the post-COVID arena, we think that people are going to stay heavily digitized.” And this will significantly impact food delivery services, grocery delivery, and so much more that is new and apparently here to stay.
“We were kind of forced into using digital devices more than ever,” continued Derek. After finding himself “FaceTiming with my grandparents that are 80-plus years old for the first time,” folks who were not really good with iPhones, but basically forced to use them to stay connected – the brand impact hits home. They helped brands with more targeted competitive research to see how they’re doing things and how they can differentiate in this highly digitized market.
Doing so, McKenna found many interesting data points in NetBase. One of them revolved around demographics. “We found that the age groups of 35 and up were over-indexing for food delivery services, grocery delivery.” Further – they were figuring out what it was and how to do it. This could feel really basic and be something brands overlook if they weren’t listening to what consumers were actually saying. Sometimes differentiation isn’t super complicated, but it’s certainly nuanced.
And social listening doesn’t always have to be so serious though, either. There’s lots to learn from consumers’ offhand observations outside of COVID conversations. Tons.
Quirky Comments Powering Campaigns
Sometimes entire campaigns can be driven by quirky comments that would have been missed if it wasn’t for social analytics bubbling them up to a brand analyst’s radar. Derek has had a good bit of success with sourcing these comments. “Sometimes, that one tweet that someone says that went viral is really informative to a campaign.”
We were working with a company, and there was one tweet from this guy with minimal followers that was hilarious. After mentioning it to one of our campaign people, it turned into this entire campaign idea – all launched from that one tweet. [And] I didn’t follow him, or anything. If I don’t see it on my Twitter timeline, it doesn’t necessarily exist, but with access to NetBase, I can see everybody’s tweets and it just opens up a whole new world.”
And from a brand perspective, these discoveries are priceless. They help head off crises, identify trends and influencers (even those who are influential by happy accident), inform campaigns and offer all varieties of competitive intelligence around same.
There’s good reason why Doe-Anderson has been transitioning NetBase into all different aspects of its agency. And good reason for you to do the same! Reach out for a demo and we can take you for a spin around the social sphere.