competitive analysis: how to test social content without testing by adam schoenfeld
DESCRIPTION
From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Testing, Testing, Testing: How To Choose The Right Images, Headlines, & Content For Social Sharing. PRESENTATION: Competitive Analysis: How To Test Social Content Without Testing - Given by Adam Schoenfeld, @schoeny of @SimplyMeasured. #SMX #21BTRANSCRIPT
COMPETITIVE ANALYSIS: How To Test Social Content Without Tes3ng Adam Schoenfeld CEO, Simply Measured @schoeny
#SMX #21B
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© 2014 Simply Measured, Inc
5 Dimensions of Social Analy3cs
PERFORMANCE MEASUREMENT MARKET ANALYSIS
Audiences
Conversa3ons Compe3tors
Social Marke3ng
Social Responses
Compe3tors
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Compe33ve Analysis is a Unique Opportunity in Social
Content by your compe3tors
Content about your compe3tors
Feedback on your compe3tors
Compe3tor performance metrics
Compe3tor strategy
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Inputs for Compe33ve Analysis
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Aspira3onal Brands
Direct Compe3tors
Audience Compe3tors
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Compe33ve Analysis vs Other Strategies to Op3mize
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Specific General
Industry Study
CompeJJve Analysis
General Best PracJces
TesJng
Easie
r Ha
rder
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Moving Beyond Benchmarks
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Complexity
Value
General Benchmarks
Custom Benchmarks
CompeJJve Analysis
CompeJJve Insights
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Variables You Can “Test” with Compe33ve Analysis
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Imagery Medium/Type
Messaging
Channel
Timing
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Building Your “Tests” on Large Datasets
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Low Average High
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Tes3ng for Different Results & Ac3vi3es
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Channel
Timing
Messaging
Medium/Type
Imagery
• Engagement
• Response
• Reach • Clicks
Examples
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Timing
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Timing
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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
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Messaging
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Source: Wordle.net
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Messaging
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Medium / Content Type
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Medium / Content Type
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Imagery
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Channel
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• Aggregate Metrics Across Channels
• Compare Content Tac3cs & Campaigns by Channel
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Addi3onal Benefits to Using Compe33ve Analysis
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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 ac3ve profile of your own in the
channels you’re tes3ng
• To wait for results (the data is there)
• The pain of failed tests
J