Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Competitive Analysis: How To Test Social Content Without Testing By Adam Schoenfeld

817 views

Published on

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 #21B

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Competitive Analysis: How To Test Social Content Without Testing By Adam Schoenfeld

  1. 1. COMPETITIVE ANALYSIS: How To Test Social Content Without Tes3ng Adam Schoenfeld CEO, Simply Measured @schoeny #SMX #21B
  2. 2. © 2014 2 Simply Measured, Inc
  3. 3. © 2014 Simply Measured, Inc 5 Dimensions of Social Analy3cs PERFORMANCE MEASUREMENT MARKET ANALYSIS Audiences Conversa3ons Compe3tors Social Marke3ng Social Responses
  4. 4. Compe33ve Analysis is a Unique Opportunity in Social © 2014 Simply Measured, Inc Content by your compe3tors Content about your compe3tors Feedback on your compe3tors Compe3tor performance metrics Compe3tor strategy 4
  5. 5. © 2014 Simply Measured, Inc Inputs for Compe33ve Analysis 5 Aspira3onal Brands Direct Compe3tors Audience Compe3tors
  6. 6. Compe33ve Analysis vs Other Strategies to Op3mize Easier General Specific © 2014 Simply Measured, Inc 6 Industry Study CompeJJve Analysis General Best PracJces TesJng Harder
  7. 7. © 2014 Simply Measured, Inc Moving Beyond Benchmarks 7 Complexity Value CompeJJve Insights CompeJJve Analysis Custom Benchmarks General Benchmarks
  8. 8. Variables You Can “Test” with Compe33ve Analysis © 2014 Simply Measured, Inc 8 Channel Imagery Medium/Type Messaging Timing
  9. 9. © 2014 Simply Measured, Inc Building Your “Tests” on Large Datasets Low Average High 9
  10. 10. © 2014 Simply Measured, Inc Tes3ng for Different Results & Ac3vi3es 10 Channel Timing Messaging Medium/Type Imagery • Engagement • Response • Reach • Clicks
  11. 11. Examples
  12. 12. © 2014 Simply Measured, Inc Timing 12
  13. 13. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 © 2014 Simply Measured, Inc Timing 13 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
  14. 14. © 2014 Simply Measured, Inc Messaging 14 Source: Wordle.net
  15. 15. © 2014 Simply Measured, Inc Messaging 15
  16. 16. © 2014 Simply Measured, Inc Medium / Content Type 16
  17. 17. © 2014 Simply Measured, Inc Medium / Content Type 17
  18. 18. © 2014 Simply Measured, Inc Imagery 18
  19. 19. © 2014 Simply Measured, Inc Channel 19 • Aggregate Metrics Across Channels • Compare Content Tac3cs & Campaigns by Channel
  20. 20. Addi3onal Benefits to Using Compe33ve Analysis You Can… You Don’t Need… © 2014 Simply Measured, Inc 20 • 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
  21. 21. J

×