Post on 14-Apr-2017
transcript
WELCOME
Mihir Minawala Manager of Social, Industry
& Competitive Intel Taco Bell
@MihirMinawala
John Heywood Product Manager
Data Products Twitter
@johnheywood
Pernille Bruun-Jensen Chief Marketing
Officer NetBase
@PernilleBruunJ
@PernilleBruunJ
MILLENNIALS & SOCIAL: HOW TACO BELL REACHED MILLIONS
WITH MOBILE APP LAUNCH
@NetBase
AGENDA
• NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
• MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL
• NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING
• Q&A
@PernilleBruunJ
AGENDA
• NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
• MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL
• NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING
• Q&A
@PernilleBruunJ
INTRODUCING NETBASE AUDIENCE 3D
Go beyond the industry’s standard flat analytics. Our brand new product gives you the entire, dimensional social
story— and a profound understanding of your audience to deliver real value.
@PernilleBruunJ
UNDERSTAND YOUR AUDIENCES IN MORE DIMENSIONS THAN EVER BEFORE.
@PernilleBruunJ
THE PROBLEM
@PernilleBruunJ
Your brand lens is only a tiny fraction of your audience’s full
conversation.
Fractional View
@PernilleBruunJ
Your brand lens is only a tiny fraction of your audience’s full
conversation.
Fractional View
@PernilleBruunJ
SUCCESS WILL BELONG TO CMOS WHO UNDERSTAND
AUDIENCES ON EVERY LEVEL
@PernilleBruunJ
Get a dimensional understanding of your
consumer.
Develop audience-centric content that will resonate.
Deliver the right message to the right audience at the right time—then
track and measure it.
AUDIENCE 3D CAN CHANGE YOUR BUSINESS
Marketing Strategy
Content & Creative Development
Targeted Advertising
@PernilleBruunJ
AGENDA
• NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
• MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL
• NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING
• Q&A
@PernilleBruunJ
Mobile Ordering App –
innovating in marketing
@MihirMinawala
@MihirMinawala
FROM
Relying on proxies that ASSUME
what might drive an audience
TO
NetBase Audience 3D where we can KNOW
what drives an audience right now
@MihirMinawala
Audience Approach to Growth EXTEND REACH to audiences that act like your followers and will amplify your message
1
2
3
4
MEASURE CAMPAIGN SUCCESS down to each audience segment and iden6fy over performing vs. under performing segments
TRACK & UNDERSTAND YOUR ENGAGED AUDIENCE: – Create addi6onal highly engaged audiences – Iden6fy addi6onal opportuni6es to engage with your
audience organically
HARNESS THE POWER of your audience to drive smarter marke6ng – retarget audience to enable addi6onal touches and stronger conversion
@MihirMinawala
3.5M speaking posi6vely 4X Extended reach
NetBase extended reach & increased engagement
Taco Bell Mobile Ordering Launch
14% Engage Rate Avg.
20% higher purchase rates
Created 90 emo6onal & behavioral micro-‐segments
Targeted segments via Promoted
@MihirMinawala
What they Crave What they Eat
Track & Understand Audience
@MihirMinawala
What they Use Waze / Taco Bell PotenLal
Find More Ways to Expand Targeting
@MihirMinawala
In Summary EXTEND REACH to audiences that act like your followers and will amplify your message
1
2
3
4
MEASURE CAMPAIGN success down to each audience segment and iden6fy over performing vs. under performing segments
TRACK & UNDERSTAND YOUR ENGAGED AUDIENCE: – Create addi6onal highly engaged audiences – Iden6fy addi6onal opportuni6es to engage with your
audience organically
HARNESS THE POWER of your audience to drive smarter marke6ng – retarget audience to enable addi6onal touches and stronger conversion
@MihirMinawala
AGENDA
• NEW WAY TO UNDERSTAND YOUR SOCIAL CONSUMERS
• MARKETING TO MILLENNIALS BEST PRACTICES FROM TACO BELL
• NEW TWITTER DATA UNLOCKS CONSUMER UNDERSTANDING
• Q&A
@PernilleBruunJ
WHAT IS POSSIBLE WHEN YOU KNOW WHAT THE WHOLE WORLD IS THINKING ABOUT ANY TOPIC
AT ANY TIME?
@johnheywood
Publisher Data PlaOorm
Data Analy6cs Providers
Brands
Ac6ng on Insights from TwiPer Data Providing Analysis from TwiPer Data
Filtering, Enriching & Distribu6ng Content
Crea6ng Social Media Content
Twitter, Gnip & Our Data Ecosystem
@johnheywood
Gnip’s Enterprise API Products
HISTORICAL REALTIME INSIGHTS
@johnheywood
The Making of Enterprise Data
@johnheywood
Twitter’s Insights APIs
@johnheywood
The Importance of Audiences on Twitter
Communities congregate on Twitter 1
2
3 Two way feedback loop
Strong signals about what matters most
@johnheywood
How NetBase is Using Twitter Data
AUDIENCE INSIGHTS
@johnheywood
How NetBase is Using Twitter Data
@johnheywood
AUDIENCE 3D A HEART-TO-HEART WITH
MILL IONS.
Tap into a custom audience for goal-specific insights, harder hitting custom creative, and campaigns that will heighten
customer engagement—and your bottom line.
@PernilleBruunJ
LIKE NOTHING ELSE No longer guessing what your audience thinks and feels.
Create completely custom audiences
Discover real-time emerging trends
Filter down results to what you need
Target and measure valued
audiences
@PernilleBruunJ
B R A N D N E W & O N LY F R O M N E T B A S E
A U D I E N C E 3 D
Learn more at NetBase.com | call 1-855-762-6764