Webinar: How Social Analytics Grow Brand Loyalty
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The document discusses how social analytics can enhance brand loyalty, emphasizing the importance of consumer engagement and authenticity in building strong connections. It highlights trends and best practices from leading beauty brands, demonstrating how brands can leverage social media to affirm their values and improve customer experiences. The agenda includes insights from social data, the significance of emotional consumer sentiment, and strategies for effective brand engagement.
Webinar: How Social Analytics Grow Brand Loyalty
- 1. HOW SOCIAL ANALYTICS GROW BRAND LOYALTY: LESSONS FROM LEADING BRANDS
- 2. ENTERPRISE SCALE SOCIAL MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE We power social throughout—from CEOs to Care, Product Innovation to Marketing @NetBase Â
- 3. Welcome Andrew Dolby Community Manager EVB @AWDolby Anna Startseva Product Marketing NetBase @AnnaStartse @NetBase Â
- 4. About EVB
- 6. @NetBase  Learn innovative loyalty and measurement techniques now possible with social analytics. Preview the latest Brand Passion Report on Beauty & Skincare & see who is gaining momentum. Gain best practices on improving and measuring lift on consumer experiences at key touch points. 1 2 3 Agenda
- 7. @NetBase  33% rely on blogs before making purchase 43% rank authenticity over content when consuming news 3% are moved by traditional advertising Source: Elite Daily Study, Forbes, Jan. 20, 2015 Millennial Consumers are Loyal, but Brands Have to Work Harder
- 8. Customer-Centricity is the Key for Brand Loyalty @NetBase  Source: Adroit Digital, Mar. 2014 based on answers from 2K millennials Brands willing to change based on consumer opinion Open dialogue through social channels Become less about the brand and more about the consumer 52% 44% 38%
- 9. Brand Loyalty It is a belief in brand values, product integrity and an authentic exchange between the ideals of a brand and its consumer. CAN BE DISPLAYED BY: •  Purchasing products •  Speaking positively •  Defending in times of duress •  Engaging with brand on social media CREATED THROUGH REPEATED POSITIVE INTERACTIONS, SUCH AS: • Experience in a physical retail space • Product usage • Interactions with web presence • Viewing an advertisement ANYTHING THAT CAN AFFIRM A BELIEF CAN HELP BUILD BRAND LOYALTY
- 10. Brand  Loyal  Posi2ve  Sen2ment  Product  Consumer  Online Sentiment HIGH POSITIVE SENTIMENT MEANS HIGH BRAND LOYALTY OR CONDITIONS ARE RIGHT FOR BRAND LOYALTY
- 11. EMOTIONS! PEOPLE! SENTIMENT! BEHAVIORS! BRANDS! ACTION! ATTRIBUTES! HASHTAGS! REASON! How Customers Feel about your Brand @NetBase Â
- 12. 200M+ Posts 2 Years of Data English-Language Beauty & Skincare ranking of 30 most social brands Deep-dive into 7 global top beauty brands Net Sentiment & Passion Intensity for top 7 brands Beauty & Skincare Report Preview @NetBase Â
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- 15. Closer Look at 7 Beauty Brands @NetBase Â
- 16. Beauty Brands are Winning the Hearts of Social Consumers Passion Intensity Rate of how strongly consumers are feeling Net Sentiment Overall direction of consumer feeling +100-100 0 +84.6 @NetBase Â
- 17. NetBase Brand Passion Index™ I LOVE L’Oreal hair products. They always work for me and do not leave my hair feeling oily/ greasy. I love Maybelline eye shadows. They are the best for the money I have ever seen. @NetBase Â
- 18. Key Conversation Topics in Beauty & Skincare Great scent Natural looking Great moisturizer Value Anti-aging Total 24% 29.1% 28.9% 3.2% 14.9% 100% 14.4% 23% 52.1% 2.1% 8.5% 100% Year 1 Year 2 @NetBase Â
- 19. Great scent Natural looking Great moisturizer Value Anti-aging Total 17.1% 42.9% 27.2% 3.5% 9.3% 100% 36.3% 35.9% 16.4% 6.1% 5.3% 100% 6.8% 46.8% 41.3% 1.3% 3.7% 100% 4.9% 10.7% 67.4% 0.7% 16.2% 100% 10.1% 11.3% 75.0% 1.0% 2.7% 100% 14.4% 23% 52.1% 2.1% 8.5% 100% 56.8% 24.9% 14.1% 2.5% 1.7% 100% L’Oreal Olay Clinique Maybelline Avon Neutrogena Dior Key Attributes for Top Brands @NetBase Â
- 20. @NetBase  Top Blogs for Beauty & Skincare makeupalley.com makeupandbeauty.com basenotes.com couponaholic.net thecouponingcouple.com
- 21. LEVERAGE SOCIAL MEDIA TO AFFIRM THE VALUES OF YOUR BRAND & CONSUMER • Create content for your loyal fans. • Become a voice in the thread. • Stay in touch! A WORD ABOUT PLATFORMS •  Facebook - high engagement •  Twitter - high engagement •  Instagram - visual touchpoint •  Pinterest - aspirational collection   Building Brand Loyalty in Social
- 22. Building Brand Loyalty in Social MORE TOOLS IN YOUR SOCIAL LOYALTY TOOL BOX • Surprise & Delights • Sweepstakes • Feature UGC on social channels THE MOST IMPORTANT TOOL OF ALL – ENGAGEMENT WITH YOUR CORNERSTONE COMMUNITIES
- 23. An active fan approached the brand through Facebook with a unique craft project. Simply wanting to share her love for the brand, the consumer thought the brand might enjoy the play house she recently built for her grandkids.         Engagement 12.6% 78K Likes 21K Comments 27K Shares Organic Reach 1,046,528 Example 1: The Maxwell House…House
- 24. Example 2: MiO at Coachella MiO is all about making things unique. What is more unique than thousands of custom pieces of art work for unsuspecting #Coachella fans? Â Â Â Â Â Â Â Â Over 1400 Images Created 450K Organic Impressions 2,934 New Followers
- 25. Example 3: JCP #ShoutOutDay How does a style brand spread love through social? With a promoted #hashtag and lots of kind words. Â Â Â Â Â Â Â Â Over 25K Tag Mentions Engagement Rate 8.6% 11x Normal Account Mentions
- 26. Building Brand Loyalty in Social NEXT STEPS • Influencer programs • Event sponsorship • Owned events or conferences SOCIAL LISTENING & MEASUREMENT PLAYS A PART EVERY STEP OF THE WAY
- 27. Measure social sentiment for your brand & competitors1 2 3 Develop social KPIs that tie to business objectives Use social listening to achieve great campaigns 4 Be creative – today’s risk could be tomorrow’s case study5 Promote your content to gain the most reach & engagement @NetBase  Tips for Success
- 28. ENTERPRISE SCALE SOCIAL MEDIA ANALYTICS THE WORLD’S FASTEST AND MOST-ACCURATE PLATFORM USED BY SOCIALLY-POWERED BRANDS EVERYWHERE Learn more at NetBase.com | call 855-762-6764