This assignment provided by Meltwater can be used to teach students the process of brand and competitor monitoring and analysis. During this assignment students can explore the Meltwater platform and select there own company and brand in order to gain real world experience.
2. 2
Project Overview
Choose a Brand and Three Competitors
Select your favorite clothing brand and three competitors with a similar
social media presence
Research Company and Competitors
Use Meltwater’s benchmark dashboard to compare key KPI’s between
companies
Develop a Presentation and Paper
Create a presentation benchmarking key KPIs between your brand and
competitors, develop research paper to outline the process
4. 4
Meltwater Benchmark Dashboard
• Use the benchmark dashboard to compare share of
voice, media exposure, and sentiment levels
• The link below shows how to create a benchmark
dashboard in Meltwater
• https://www.screencast.com/t/67aR4ivALj
5. 5
Example: Competitor Comparison
• Budweiser leads the share of voice
among the four competitors at
32.9%
• The even distribution of news across
the four competitors shows similar
media coverage across the board
7. 7
Create a PowerPoint
• History
• Social Media
Outlets Used
• Total Followers for
Each Outlet
Overview of
Company &
Competitors
Competitor
Comparison
Develop SWOT
Analysis
Highlight Important Metrics
• Explain differences
between KPI’s of
competitors
• Analyze competitive
advantages for
each brand
• Create a detailed
SWOT for your
company
• Include analytics
from competitor
analysis
• Summarize your
company’s position in
the market
• Next steps & your
recommendations
8. 8
Paper Requirements: Due Date XXX
• Briefly describe your companies & their
competitors media exposure and place in the
market
• Outline key performance indicators
• What can you infer from the analytics?
• Describe the SWOT analysis of your company
• Use the data to support your claims
• What did you learn from this experience?
• What recommendations would you give to your
company based on your research?
