3 steps to engaging content marketing

ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS

© 2015 NetBase Solutions. All Rights Reserved Worldwide.

3 STEPS TO ENGAGING CONTENT MARKETING

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Agenda

Anna Startseva Product Marketing

[email protected] @AnnaStartse

Jami Blackburn Marketing Manager

[email protected] @jami_blackburn

1.  Discover brand values and experiences that resonate with consumers

2.  Know your best performing

content 3.  Measure campaign

performance



#1!DISCOVER BRAND VALUES THAT RESONATE WITH CONSUMERS!!



What’s in store for brands in 2015?�Brands will work to gain attention & engagement for social campaigns, and measure desire for their products. !! What The Best Brands Will Do in 2015 by Andreas von der Heydt, Head of Kindle

Content at Amazon !





Brands focus on campaigns that reinforce values!





Want more meaningful relationship

People Believe Relationship with Brands is One-Sided

87%

Brandshare™ 2014!



Want more meaningful relationship

Believe Brands Deliver

Consumers Expect More from Brands

87% 17%

•  Responsiveness to questions

and ideas

•  Creating opportunities for

people to participate

•  Having purpose and message

Brandshare™ 2014!



Automobile Industry Analysis



Honda is the Most Social Brand



NetBase Brand Passion Index™

Passion Intensity

Net

Sen

timen

t



Top Values & Experiences for Auto Brands

Beautiful

Safety

Quality

Design

Gas Mileage Safety Quality Beautiful Design

Gas Mileage



#2!KNOW YOUR BEST-PERFORMING CONTENT!



94% of marketers use original written content and 64% use original visuals!Social Media Examiner Industry Report 2014!





But how do you know what’s working? !





TEXT POSTS!

ENGAGEMENT!

IMAGES!

SENTIMENT!

CHANNELS!

INFLUENCERS!

TRACK PERFORMANCE OVER TIME



Audi best-performing content!





1.  CES2015 !2.  Matte Audi R8!





•  18,680 Mentions •  85% Net Sentiment •  Mostly descriptive – little strong emotion •  Influencers: Business Insider, Audi,

Mashable Tech, Tumblr, Co. Create •  Top Sources: Twitter (67%), News

(15%), Blogs (12%) •  Popular posts: “Audi lets its self-driving

car loose on trip from San Francisco to Las Vegas”

CES2015 Content Performance






•  32,620 mentions •  100% Net Sentiment •  Strong emotions •  Most mentioned term: beautiful •  Most mentioned behavior: want, need •  Top sources: 98% Twitter •  Top authors: social influencers and

super-fans (not Audi) •  Popular posts: “Matte black Audi R8 is

beautiful”

Matte Audi R8 Content Performance





Engagement!!

Almost 2x more people engage with organic

content

Strong Emotions!!

Beautiful

Need Want

Top Authors!!

Social Influencers

Super fans

Summary of Learnings



Engagement!


content

Strong Emotions!!

Beautiful

Need Want

Top Authors!!

Social Influencers

Super fans




Engagement!!


content

Strong Emotions!!

Beautiful

Need Want

Top Authors!

Social Influencers

Super fans




Leverage fan-generated

content!

Almost 2x more people engage with Matte Audi R8 content

Create Original Content for Matte Audi R8



Leverage !fan-generated

content!

Focus on beauty and desirability!


content

Leverage top terms: beautiful, need, want

Focus on What Fans Already Love



Leverage !fan-generated

content!

Focus on beauty and desirability!

Involve influencers

& super fans!


content

Leverage top terms: beautiful, need, want

Influencers and super fans are already very

engaged

Include Influencers in Creation & Sharing



#3!MEASURE CAMPAIGN PERFORMANCE!



CAMPAIGN PERFORMANCE!

SENTIMENT!

CHANNELS!

INFLUENCERS!

ENGAGEMENT!

OWNED VS SOCIAL CHANNEL PERFORMANCE!

TRACK PERFORMANCE OVER TIME



Campaign Performance

Sentiment

Top Channels

Influencers

Top Performing Posts

Owned Channel Performance

Pepsi Halftime Campaign is Going Strong

56K Mentions 88% Twitter Celebs Announcement

“Super Excited” Blake Shelton, Lenny Kravitz, Pepsi

Most Hyped Hometown



Pepsi #Halftime Mentions

Sep 14 – Jan 15

Benchmark Performance Over Time

56K




Sept 14 – Jan 15


Sept 13 – Jan 14

Pepsi #Halftime is Performing Better this Year

16.2K 56K




Sept 14 – Jan 15


Sept 13 – Jan 14

Pepsi #Halftime is Performing Better this Year

16.2K 56K

What is driving be/er social campaign performance for the 2015 Super Bowl Hal?ime show?



Katy Perry is a Bigger Social Media Celebrity

19.7M

2.9M

61.6M

63.5M

13.1M

76.8M



Katy Perry Announcement Generated More Excitement

1K 56% positive

sentiment

4K 87% positive

sentiment



Track Performance on Pepsi Owned Channels



Best Performing Content on Pepsi Twitter Page



1.  Discover brand values that resonate with consumers 2.  Know best performing content 3. Measure campaign performance

Summary

Trusted Brands run on NetBase



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