Engaging today’s customers via social media is critical. But understanding what really drives those customers is tough. NetBase, a social media analytics company, delivers technology that exposes customers’ sentiments and motivators. That lets companies make the most of each marketing, sales and support effort.
NetBase delivers enterprise social intelligence that lets an enterprise monitor, understand, and engage with customers in real time. Using a high-precision Natural Language Processing engine, text analytics and machine learning, NetBase analyzes billions of social media posts to extract structured insights for business decisions. With NetBase’s social intelligence, business leaders at all levels can craft winning strategies, faster. But NetBase needed to build awareness of its brand and expertise against competitors many times its size. So it engaged Idea Grove to secure coverage in tier 1 media outlets—and to establish the NetBase brand as a leader in social media analytics.
Idea Grove knows the greatest opportunity to secure media coverage is to capitalize on current events and topical news. For NetBase, Idea Grove planned to take a newsjacking approach. It would gather social media insights on time-sensitive topics of interest and share this data with reporters.
Idea Grove leveraged NetBase's own unique social listening software. This allowed the agency to analyze millions of social media conversations in real time on a number of trending topics. It used the resulting insights into social sentiment to formulate compelling media pitches on selected topics.
The topics included:
• The GOP and Democratic presidential debates
• The “leaked“ videos on Planned Parenthood
• The flavor-debate on National Ice Cream Day, and
• The MTV Video Music Awards
Gathering insights and formulating pitches had to happen in near real-time. But by focusing the pitches and media outreach on buzzed topics and trending hashtags, Idea Grove ensured NetBase got top coverage.
Previously, NetBase’s infrequent media coverage came from trade and regional publications. Not anymore. Idea Grove’s newsjacking campaign secured more media coverage for NetBase in 3Q 2015 than the company received throughout all of 2014. In fact, from 2014 to 2015, total media mentions rose 242 percent, from 271 to 658.
It’s even more significant that much of the new coverage came from Tier 1 media outlets. These included prominent publications like USA Today, The Washington Times, Fortune and Reuters. But NetBase also received direct coverage from major television news outlets like NBC, CBS, ABC and Fox News.
The social amplification showed equally as drastic results. In 2014, NetBase saw 2,863 shares on social media, compared to a staggering 31,295 social shares in 2015—a 933 percent increase.