There’s no question the thought of analyzing social media can incite a feeling of overwhelm – with so much to see and interpret, how are brands expected to keep up? The answer lies in combining a variety of tools for the most dimensional picture of consumers possible – and that’s what our upcoming webinar, The World’s Most Awesome Brands Have This In Common, will detail.
On February 25 at 10:00 a.m. PST, NetBase Marketing Operations Manager Jami Blackburn and Product Marketing Manager Ryan Taketa will demonstrate how brands can mix and match NetBase’s suite of products for revealing results. Here’s some of what they’ll be talking about…
The big picture
Though ultimately personal details will be the goal, a broader perspective is a sensible starting point. Though demographics alone wouldn’t take you as far as you need to go, they CAN set the stage well, and get you headed in the right direction on your journey. Who do you THINK your audience is – women between the ages of 35 and 50? Great, start your search there.
What can demographic details tell you? Actually a lot – and we’re particularly excited about the way our newest offering helps lay your social data foundation.
Our recently launched Facebook topic data product gives marketers a look at the posts, shares, likes, and comments of Facebook’s 1.5 billion users. As a result brands can learn what consumers on Facebook are talking about with regard to their brand and their competitors.
This information alone is compelling, but when used as a jumping off point for deeper exploration – that’s when you really hit pay dirt.
Up close and personal
Let’s take the demographic example offered above – women between the ages of 35 and 50. When you look at Facebook topic data, or when you use another tool like Audience 3D™ to explore demographics on Twitter, what might you find?
Facebook topic data might reveal that women in this age range, living in Los Angeles, are talking about designer Vera Wang’s clothing line. Move over to the A3D dashboard, and you can see if there’s a similar conversation happening on Twitter. Then you can go deeper to see what other audiences you can capture using these insights.
What you’re looking for now are psychographic insights – the things consumers are so passionate about they can’t help but share them on social. We’re not talking about brand mentions here – we’re talking about hobbies, desires, obsessions, pet peeves, etc. You want personal information about what really gets social users jazzed in life.
For example, you might find that some of the women in the demographic you’re exploring are also avid fans of all things Real Housewives. If you’re a marketer for Vera Wang, you now have something “real” to talk to this audience about (so to speak). But there’s an even greater advantage to having this information.
Instead of sticking to your original demographic of 35-50-year-old women, what if you look at Real Housewives fans to see what THEY are passionately sharing on social?
A pixelated view
There are a number of things you might find.
For starters, your age-range may expand in either (or both) directions, and you may even see some men in the mix. Don’t worry – men shop for their wives and girlfriends, so the Vera Wang team can still possibly use this audience, if they see a connection there.
You may see other topics cropping up that you can turn into micro-segments – and that’s where you really get to apply the individualized touch consumers crave. You could find:
- 28-year-old women who love Vera Wang, the Real Housewives, and pinot grigio
- 34-year-old men who watch the Real Housewives, and whose girlfriends love Vera Wang and shop at Kohls
- 57-year-old women who belong to a book club, wear Vera Wang clothing, and wish the Real Housewives would go away
All of these details give you a conversational “in” – and that’s important, because consumers just won’t stand for being marketed “at” anymore. You’ve got to use a little finesse – and this is how you do it.
And what if you come across tweets you don’t quite “get” because they’re written in slang or emojis? Do you just throw those users out, assuming they’re not part of your audience? Absolutely not. That’s when you put NetBase’s Slanguage Tracker to work.
And that’s just the tip of the social iceberg. There’s so much more Jami and Ryan will demonstrate as they take you through the NetBase suite of products. Whether you want to apply one for a single purpose, or use them all together for a 360-degree view, you won’t want to miss this webinar.
Register today for The World’s Most Awesome Brands Have This In Common, or reach out if you just can’t wait to get started with NetBase!
Image from Derek Finch