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Competitive analysis using Social Media Monitoring

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Organisations today must have a ‘Listening’ capability – the ability to ‘hear’ these conversations on the social web and in turn be able to analyse the resultant data to understand the impact of those conversations on sales, service, marketing, product development, and to understand the behavior and impact of customers, influencers and other conversations on your actions. The social web and social media has a remarkable depth of information. It is possible to uncover detailed information on sentiment, demographics, locations, influencers, reach, amplification and more through the capturing and analysis of online conversations in social media. And besides general analysis of social media conversations, it is possible to monitor specific competitors in business. Indeed, it is possible to delve into a rich source of data to track movements in sentiment regarding specific topics, subjects or brand over time to understand whether your actions are influencing the conversations.

Publicada em: Negócios

Competitive analysis using Social Media Monitoring

  1. 1. Compe&&ve  Analysis   Using  Social  Media  Monitoring  iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions
  2. 2. Why?  Ø  There  is  an  amazing  amount  of  informa7on  on  your  compe7tors  in   the  social  web  wai7ng  to  be  unlocked  Ø  Differen7a7ng  your  brand  and  your  organisa7on  presumes  you   know  what  your  compe77on  is  doing  Ø  Crea7ng  a  smart  strategy  for  customer  engagement  means   knowing  what  your  compe77on  is  doing  Ø  Compe77ve  analysis  can  help  you  understand  what  works  and   what  doesn’t  Ø  WHO  are  the  key  people  at  your  compe7tors?    Ø  WHAT  are  your  compe7tors  doing  on  the  social  web?  Ø  WHEN  are  they  engaging?    Ø  WHERE  are  they  engaging?  Ø  HOW  are  they  engaging  and  HOW  are  they  perceived?        
  3. 3. Listening  is  the  Key  to  Engagement  Ø   All  Social  Media  ini7a7ves  need  to  start  with  Listening   Ø   Understand  where  you  are   Ø   Understand  the  topics  and  issues  of  interest   Ø   Lets  you  create  meaningful  goals  for  your  own  ini7a7ves  Ø   The  crea7on  of  a  Social  Media  Strategy  requires:   Ø   An  agreed  goal  or  goals   Ø   A  resource  plan  to  support  it   Ø   Knowledge  of  what  your  compe77on  is  doing     Ø   A  set  of  metrics  to  measure  progress  Ø   Listening  to  compe7tors  and  their  networks  provides:   Ø   Future  key  hires   Ø   Insight  into  programs,  tac7cs  and  strategies   Ø   The  means  to  differen7ate  and  stay  ahead  
  4. 4. Use  Basic  Search  to  Begin  Google  Alerts   Basic  Google  Search  
  5. 5. Using  LinkedIn  Ø  Company  Pages  are  a  great   place  to  start  tracking   compe7tors   –  See  how  many  employees  are   in  LinkedIn   –  See  how  many  followers  they   have  and  who  they  are   –  See  what  Products  and  Services   they  have  and  how  they  are   described   –  See  how  YOU  are  connected  to   the  compe77on  either  directly   or  through  your  network  
  6. 6. Using  LinkedIn  Ø  Check  the  Company   Sta7s7cs:   –  Where  employees  worked   previously   –  Where  employees  have  leS   to  go   –  Who  are  the  most   recommended  employees   –  Growth  in  LinkedIn   presence  Ø  Follow  the  Compe7tors   •  Get  Alerts  on  promo7ons,   departures,  open  posi7ons   and  new  hires  
  7. 7. Using  LinkedIn  Ø  Check  out  which  Groups   your  compe7tors   employees  are  ac7ve  in  –   by  looking  through   relevant  Groups.  You  may   want  to  be  there  as  well.    Ø  Check  out  the  TwiWer   accounts  of  key   compe7tor  employees  if   listed  and  follow  if   appropriate  
  8. 8. Using  Facebook   Ø  Search  for  the  Fan  Page   through  Google  search  or   Facebook  ‘Browse  all  Pages’   Ø  To  see  all  the  tabs  etc  you   need  to  become  a  Fan   Ø  Check  out  their  ac7vity  and   Fan  engagement     Ø  Check  out  which  Pages  they   Like   Ø  What  content  is  being   posted  and  is  it  driving   engagement?  How  does  this   impact  you?  
  9. 9. Using  HyperAlerts   Ø  Great  way  to  track  your   own  Facebook  page  as   well  as  your  compe7tors   Ø  Can  send  the  alerts  to  any   email  address  –  not  just   your  Facebook  email   Ø  Can  track  any  Page   Ø  Can  set  frequency  of  your   alerts   Ø  Can  include  Posts,   Comments,  Own  Content  
  10. 10. Using  TwiEer  Ø  Use  TwiWer  Search,   Google  Search  or  their   website  to  find  their   TwiWer  Handle  Ø  What  kind  of  content  are   they  pos7ng?  Ø  Who  are  they  following?  Ø  What  kind  of   conversa7ons  are  they   having?  
  11. 11. Using  TwiEer   Ø  You  can  see  all  of  your   compe7tors  followers   Ø  This  could  partly  be  their   client  list   Ø  Do  a  search  on  TwiWer  for   the  replies  to  their   username,  @mycompe7tor,   and  you  will  see  valuable   informa7on   Ø  Monitor  the  @men7ons  of   your  compe7tors  for  fan   sen7ment  
  12. 12. Other  TwiEer  Tools  Ø Tweepi  allows  you  to  see  follower  details  all  on  one   screen,  including  bio  informa7on,  loca7on,  number   of  followers  and  following,  number  of  updates  and   even  when  they  last  tweeted.  Great  for  analysing   compe7tors  followers  
  13. 13. YouTube  Ø check  out  your   compe7tors’  video   marke7ng  strategy  by   finding  their  YouTube   channel  and  seeing   what  types  of  videos   they  post  and  their   popularity  through   number  of  Likes  and   comments  
  14. 14. Social  Men&on  Ø real-­‐7me  social  media   search  engine  to  find   your  compe7tors  on   other  social  networks,   and  view  men7ons   about  your  compe7tors    Ø Also  has  an  aler7ng   feature  Ø Also  try  ‘Backtype’  to   track  URL  or  person.  
  15. 15. Geo  Loca&on  Networks  Ø are  your  compe7tors  taking  advantage  of   Foursquare,  Gowalla,  Facebook  Places,  Whrrl  or   other  loca7on-­‐based  social  media?  Find  out  and  be   sure  your  company  is  “check-­‐in”  friendly  if   applicable.  
  16. 16. Local  Search  Ø Be  sure  to  check  out  your  compe7tors’  profiles  on   review  sites  such  as  Yelp,  Merchant  Circle,   Google  Places  and  more  to  find  out  if  they’re   garnering  reviews  from  their  customers,  sharing   discounts  and  taking  advantage  of  local  search  to   dominate  in  search  results.  
  17. 17. Compe&&ve  Marke&ng  Insights  Find  Compe77ve  Keywords   Search  Marke7ng  Tools  
  18. 18. Q  &  A  Networks   Ø Use  sites  like  Quora  and   Yahoo  Answers   Ø Keep  tabs  on   compe7tors   Ø See  what  others  say   about  them   Ø Post  specific  ques7ons   regarding  them    
  19. 19. Forums  and  Bulle&n  Boards  Ø  Boardreader—don’t  just   focus  on  social  media!   Some  of  the  strongest,   most  loyal  community   members  can  be  found  in   forums.  Boardreader  will   help  you  find  your   compe7tors  and  any  talk   about  them  on  forums   and  message  boards   throughout  the  web  
  20. 20. Social  Media  Monitoring  Tools  Ø Management  tools  like   Tweetdeck,  Hootsuite   or  SproutSocial  for   simple  tracking  Ø Monitoring  tools  such   as  Sysomos,  Radian  6   and  others  for  detailed   analysis  across  many   sources  
  21. 21. Bonus  –  for  the  Machiavellian  Ø Pipl  for  truly  scary  details  on  people  you  wish  to   track  Ø Klout  to  see  if  they  maWer  or  not  Ø Backtype  to  see  the  compe7tors  social  impact  Ø Slideshare  to  see  how  much  content  they  are   crea7ng  and  sharing  on  this  medium  
  22. 22. Summary   Ø Social  Media  is  a  rich   source  of  compe77ve   data   Ø Start  simple  and  build   to  more  complex  tools   Ø If  there  is  a  lot  of  data   to  research  enlist  the   help  of  a  specialist   SMM  organisa7on