Discovering Unprecedented Ways to Join the Conversation

Discovering Unprecedented Ways to Join the Conversation September 15, 2016

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THREE DAYS OF UNFORGETTABLE SOCIAL MEDIA INSIGHTS THAT WILL HAVE A DIRECT IMPACT ON YOUR SUCCESS

33 game changing sessions that will inspire you – Coca-

Cola, Visa, Yum! and others

http://www.netbase.com/nblive2016/

OCT 25th-27th IN SAN FRANCISCO

NETBASE LIVE : OCT 25-27

All-Star Keynotes:

Trevor Noah, The Daily Show

Nathalie Nahai, web psychologist

Cubby Graham, charity: water

Eric Toda, Airbnb

Rob King, ESPN Sportscenter

30 Sessions:

roundtables and breakouts with

social leaders at Facebook,

Google, RocNation, Twitch,

Charles Schwab, Brooks Brothers,

Coca-Cola, The NFL, and more!

700 Social Leaders

200 Global Brands,

Media Companies, &

Agencies

20+ Keynote & Breakout

Sessions

© 2016 NetBase Solutions.

3

Ryan Taketa

Product Marketing Manger

NetBase

@artee46

Today’s Speakers

Sofie Leon Pompa

Integrations Product Manager

Spredfast

@sofieleon

#netbasewebinar


4 Overview

Agenda

1. NetBase + Spredfast Overview

2. Best-of-Breed Approach

3. Integration Benefits

4. Customer Care Demo

5. Q&A

#netbasewebinar

NetBase Overview


6 A Company’s Goal is to Use Data to Drive the Best Customer

Experience and Fuel Every Aspect of the Business

• Awareness • Brand Health • Crises • Demand Gen.

• Purchase • Service • Satisfaction

• Support • Retention • Loyalty

• Use

• Research

• Sell

• Upsell • Testimonials

Marketing Operations Product Dev Sales Customer Care

#netbasewebinar


7 Customer Experience Data Comes From All Sources





• Use

• Research • Sell


#netbasewebinar


8 But, Most Companies Lack a Single Aggregated View of the

Customer





• Use

• Research • Sell


#netbasewebinar

9 Transform Customer Data from Any Source

Fuel Every Aspect of Your Business

Social Media

Customer Care Digital Channels

Survey Systems

CRM

#netbasewebinar

10 Why Customers Choose NetBase

Technology Company

• 99.5% satisfaction & 90% rapid

innovation is customer driven

• Recognized as leader by

G2Crowd, Forrester, Trust Radius

• Serves over 300 global brands &

top agencies

Reputation

• SAAS solution designed for rapid

deployment across the enterprise

• Complete customer insights from

social, digital, and internal data

• Accurate understanding with

patented Natural Language

Processing across 199 languages

• Headquartered in the Silicon

Valley with 8 global offices

• Partnerships with Spredfast,

Domo, Twitter, Tumblr, and

more

• Global support organization

across NA, EMEA, APAC

#netbasewebinar

Spredfast Overview

CONFIDENTIAL

About Spredfast

500+ EMPLOYEES

650+ CUSTOMERS

5 OFFICES

GLOBALLY

PARTNERSHIPS WITH THE WORLD’S LARGEST

SOCIAL NETWORKS $114.1M in funding from 5 investors

• Austin Ventures

• InterWest Partners

• Lead Edge Capital

• OpenView

• Silver Lake Waterman

CONFIDENTIAL

AWARENESS

ENGAGEMENT

SOCIAL CARE

LEAD GENERATION

DIRECT REVENUE

RESEARCH | INFO.

OPERATIONAL

EFFICIENCY

DRIVE TUNE-IN

Align Priorities Best of Breed: connect your social

efforts & priorities to the rest of

your business’s technologies

CONFIDENTIAL

Spredfast Platform Stack

SEARCH | DISCOVERY

PLANNING | CONTENT

ENGAGEMENT | CARE

ANALYTICS | REPORTING | PROFILE

PUBLISH:

SOCIAL

PUBLISH:

PROMOTIONS

PUBLISH:

DIGITAL

Best-of-Breed Approach

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Best-of-Breed

*Sources: Forrester

92% Of marketers using a

non-suite solution

believe the platform

DID match what was

promised

#netbasewebinar

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Best-of-Breed

64% Of marketers using a

social suite believed the

platform matched what

was promised

*Sources: Forrester

#netbasewebinar

18 NetBase Best-of-Breed Platform

Open API

#netbasewebinar

NetBase + Spredfast Integration Benefits

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Off Channel Conversations Growing

97% Of Customers do not directly

@ mention brands on Twitter,

instead, referring to the

brand “company” instead of

“@company”

*Sources: Social Media Today

#netbasewebinar

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Best of Breed Leaders Team Up

Best of breed listening and engagement platforms integrate to allow brands an unprecedented

way to find consumer stories & join the conversation

Leverage NetBase + Spredfast Integration to:

1. Improve Response Times

2. Reduce Customer Care Costs

3. Extend Your Reach

4. Improve Cross-Functional Productivity

See critical operational streams for smart

customer and prospect engagement

#netbasewebinar

22 Use Case: Social Customer Care

*Sources: Harvard Business Review, Aberdeen Group, McKinsey & Company

6.5% Increase in Agent

Productivity

Average Cost per Incident:

Phone - $6

E-mail - $3-5

Social - $1

30% Of Customers Prefer

Social Care to

Traditional Phone

Care

6.7% Increase in Average

Revenue per

Customer Contact

7.1% Increase in

Customer Retention

Rates After

Implementing Social

Care

#netbasewebinar


23 Customer Care: Telecom Company

Problem Solution

1. Reduce Customer Churn

2. Improve Customer

Experience

3. Prove Effectiveness of

Customer Care Team

Using NetBase, the company

created multiple solutions:

1. Churn analysis and reasons for

switching carriers

2. Social Net Promoter Score to

predict customer churn

3. Social Care ROI Calculator to

measure improving the care

experience

1. Identified policy, pricing &

packaging updates, and

necessary network

investments

2. Created a leading indicator

for customer churn

3. Segmented audiences by

advocates, detractors, and

neutrals – for brand &

competitors

4. Proved value of social care

Results

#netbasewebinar



Find Conversations Predict Customer Churn

Measure churn conversations

when mentioning 2 brands.

Segmented audiences by

advocates, detractors, and

neutrals – for brand &

competitors

Segment NPS Audiences

#netbasewebinar



Surface Conversations & Engage Measure the Impact

Find conversations on and off

channel to engage on.

Brand sentiment before, during,

and after engagement with

Customer Care.

Benchmark against the

competition

Show Competitive Difference

#netbasewebinar

26


Use Case: Crisis Management

26% Of Brands saw their Brands

and reputations tarnished as a

result of NEGATIVE comments

on social

*Sources: SMMU, Bain & Company, Freshfields Bruckhaus Deringer

28% Of crises spread

internationally within 1

hour

#netbasewebinar

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Crisis Management: James Madison University

JMU manages risk by keeping tabs on hot-button

education topics and identifying reputational and physical

threats to the university.

1. Decrease research time down from 2 days to 2 hours

2. Improved response time to crises

3. Increased collaboration with public safety departments

#netbasewebinar

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Use Case: Influencer Marketing

*Sources: Harvard Business Review, Aberdeen Group

Word of Mouth

Marketing Drives

$2 Trillion

in US Sales Alone Customers Engaged

in Social Tend to

Rate a Company

3 Points Higher

in Net Promoter

Score

Customers Engaged

in Social Spend

20-40% More

#netbasewebinar

CONFIDENTIAL

Brooks Brothers’ social team used Spredfast to engage in

real-time monitoring and response, scoring big with customers

by capitalizing on a surprise and delight moment with ESPN

analyst and retired soccer player Taylor Twellman.

2 Million + Social

Impressions

190% Increase in

Favorites

Compared to

Average

76% Increase in

Retweets

Compared to

Average

Customer Stories | Brooks Brothers

Influencer ID & Engagement

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Use Case: Influencing Path to Purchase

Customers

Engaged in

Social Spend

20-40% More

20% YOY Increase in

Conversation

Rate for Social

Traffic

31% of Site Traffic is

Driven by Social

*Sources: Forbes, Forbes, Monetate E-Commerce Quarterly

#netbasewebinar

CONFIDENTIAL

21% Increase in

Average Time

on Site

57% Higher

Transaction

Rate in Online

Sales

156% Increase in

Page Views

2 Million Potential Social

Impressions

The PGA TOUR Superstore worked with Spredfast to

engage golfers on a socially-powered Gift Guide that drove

conversions through social.

Customer Stories | PGA Superstore

Influence Path to Purchase

Delta Customer Care Demo

33 Customer Care Workflow

Define Topic, Theme, Tag combination within NetBase social analytics

Topics

Themes Social

Inbox

Engage directly with customers in

Spredfast Streams

Tags

Customers can segment and stream posts from NetBase

into Spredfast Social

inbox #netbasewebinar

34 Capturing Conversations in NetBase

Capture

conversations beyond

owned channels.

Identify common

trends and issues as

they arise

#netbasewebinar


35 Segmenting and Prioritizing Conversations w/ Themes

By Issue/Sentiment By Geo

Identify conversations with key

trigger words by issue with

accurately classified sentiment:

1. Cancellation/Delay

2. Ticketing

3. Lost Baggage

User defined geo-fences to filter

conversations down to the

street level:

Prioritize conversations by

influence level:

1. Follower Count

2. Klout

3. Existing List of Influencers

(Loyalty Members)

4. Titles in Bio Terms

By Influence

#netbasewebinar


36 Segmenting and Prioritizing Conversations w/ Themes

By Issue By Geo By Influence

#netbasewebinar

62 In Summary

Improve Response Time – Manage risk with improved response time during crisis

situations and improve customer satisfaction with improved response times.

Reduce Customer Care Costs – Reduce Customer care costs by accurately pinpointing

the conversations that matter.

Expand Your Reach – Identify, engage, and amplify conversations outside of your

owned channels.

Improve Cross-Functional Productivity – Leverage tagging and routing capabilities to

ensure customer care and community managers work off the highest priority streams.

#netbasewebinar

Thank you