Social Analytics & Influencer Retargeting spotlight @ SMX Social 2013
Social Media Competitive Analysis: How to Test Content Without Testing (#SMX Social 2014)
21
COMPETITIVE ANALYSIS: How To Test Social Content Without Testing Adam Schoenfeld CEO, Simply Measured @schoeny #SMX #21B
-
Upload
adam-schoenfeld -
Category
Social Media
-
view
629 -
download
0
description
Competitive analysis can help your optimize your social media content without the challenges and risks of traditional testing. In social media, there is a goldmine of public data about your competitors that you can analyze to inform your own strategy, tactics, and content tests. My slides from #SMX Social panel #21B.
Transcript of Social Media Competitive Analysis: How to Test Content Without Testing (#SMX Social 2014)
COMPETITIVE ANALYSIS:How To Test Social Content Without Testing
Adam Schoenfeld
CEO, Simply Measured
@schoeny
#SMX #21B
© 2014 Simply Measured, Inc2
© 2014 Simply Measured, Inc
5 Dimensions of Social Analytics
PERFORMANCE MEASUREMENT MARKET ANALYSIS
Audiences
Conversations Competitors
Social Marketing
Social Responses
Competitors
© 2014 Simply Measured, Inc
Competitive Analysis is a Unique Opportunity in Social
Content by your competitors
Content about your competitors
Feedback on your competitors
Competitor performance metrics
Competitor strategy
4
© 2014 Simply Measured, Inc
Inputs for Competitive Analysis
5
AspirationalBrands
Direct Competitors
AudienceCompetitors
© 2014 Simply Measured, Inc
Competitive Analysis vs Other Strategies to Optimize
6
SpecificGeneral
Industry Study
Competitive Analysis
General Best Practices
Testing
Easi
erH
ard
er
© 2014 Simply Measured, Inc
Moving Beyond Benchmarks
7
Complexity
Val
ue
General Benchmarks
Custom Benchmarks
Competitive Analysis
Competitive Insights
© 2014 Simply Measured, Inc
Variables You Can “Test” with Competitive Analysis
8
Imagery Medium/Type
Messaging
Channel
Timing
© 2014 Simply Measured, Inc
Building Your “Tests” on Large Datasets
9
Low Average High
© 2014 Simply Measured, Inc
Testing for Different Results & Activities
10
Channel
Timing
Messaging
Medium/Type
Imagery
• Engagement
• Response
• Reach
• Clicks
Examples
© 2014 Simply Measured, Inc
Timing
12
© 2014 Simply Measured, Inc
Timing
13
0:00
1:00
2:00
3:00
4:00
5:00
6:00
7:00
8:00
9:00
10:0
0
11:0
0
12:0
0
13:0
0
14:0
0
15:0
0
16:0
0
17:0
0
18:0
0
19:0
0
20:0
0
21:0
0
22:0
0
23:0
0
Monday 127 360 256 233 683 99 672 742 66 547 58 196 639 457 210 555 129 222 46 693 53 60 162 1,086
Tuesday 418 - 333 265 230 617 51 595 286 97 190 354 492 81 211 255 446 672 79 142 137 241 986 1,130
Wednesday 31 776 510 427 557 201 109 274 305 197 281 516 163 277 490 415 83 186 127 235 101 71 150 275
Thursday 820 86 327 2,066 91 90 167 492 310 183 154 148 125 367 325 123 353 297 118 319 49 151 681 151
Friday 154 245 449 69 872 955 394 119 1,110 117 142 363 229 208 230 1,162 95 198 54 209 139 101 493 878
Saturday 204 113 317 147 293 242 262 307 134 211 188 234 233 147 566 294 92 150 252 152 252 115 155 849
Sunday 268 762 337 375 690 465 413 130 440 210 1,300 312 355 551 130 321 74 309 646 246 1,065 352 459 845
TOTAL 295 348 355 478 536 376 293 400 396 207 242 301 311 278 302 390 205 299 148 298 193 142 501 764
© 2014 Simply Measured, Inc
Messaging
14
Source: Wordle.net
© 2014 Simply Measured, Inc
Messaging
15
© 2014 Simply Measured, Inc
Medium / Content Type
16
© 2014 Simply Measured, Inc
Medium / Content Type
17
© 2014 Simply Measured, Inc
Imagery
18
© 2014 Simply Measured, Inc
Channel
19
• Aggregate Metrics Across Channels
• Compare Content Tactics & Campaigns by Channel
© 2014 Simply Measured, Inc
Additional Benefits to Using Competitive Analysis
20
You Can… You Don’t Need…
• Build a very large dataset to analyze
• Get very granular in your analysis
• Test several variables and KPIs
• An active profile of your own in the
channels you’re testing
• To wait for results (the data is there)
• The pain of failed tests
