The document provides an overview of a training session on using a tool to analyze competitors' share of voice in news coverage. It discusses setting up an analysis by selecting an industry, competitors, and relevant sources. As an example, a client launching a self-driving car wants to understand discussion around Tesla, Nikola, and other competitors. The document outlines how to craft targeted searches, analyze results to understand dominant topics, influential events, mentioned companies and perceptions, and key influencers. Upcoming tool features improving time to insight are also listed.

1. © 2019 Proprietary and confidential.
MASTERCL ASS TRAINING SESSION:
SHARE OF VOICE OF COMPETITORS

2. A B OU T TH IS TR A IN IN G
The goal of this session is to go
through an end-to-end workflow
to understand perception of
competitors in the news around
a given topic.

3. QU ESTION S C OMPETITIVE A N A LYSES C A N A N SW ER
• What kinds of content are my competitors producing?
• What content from my competitors has resonated the most with readers?
• What are my competitors doing and writing about in certain fields? How do their
strategies differ from mine?
• Who are these companies partnering with, and what implications do their
partnerships have for the future of IoT?
• Are my competitors investing in fields they are producing thought leadership in?
• What are their research teams focusing on (patents, academic research)?
• Where are they going next? Are they expanding into new businesses?

4. SETTIN G U P YOU R QU ESTION
• Which industry am I looking at?
• Who are my competitors?
• What are the correct sources of the information I want to analyze?
• Why am I doing this analysis now and how much does the historical perspective
matter to me?

5. SETTIN G U P YOU R QU ESTION
Our client is launching a new car with self-driving capabilities. They know that companies ‘Tesla’
and ‘Nikola’ are major players and want to understand which other competitors they should be
aware of. They want to understand competitors’ perception and who are the key people in those
narratives.
1. Which topics dominate the discussion around this industry?
• Did any events shape the narrative?
• Which topics resonate socially with the public and which topics are amplified by the media?
• How is the media covering these topics?
2. Which brands are most mentioned in this narrative and what is their brand perception?
• Which companies are most frequently mentioned in the discussion?
• Are these companies associated with specific topics?
• Do the brands have a niche identity? Is the sentiment around specific companies particularly
polarizing?
3. Influencer Mapping
• Do we need to know about any reporters or sources who are widely covering these topics?
• Which people are mentioned in this conversation?

6. W H AT ELSE C A N I A N SW ER U SIN G QU ID ?
Use the three categories listed below to craft questions
Article Grouping Article Metadata Quid data science at work!
• Cluster
• Sub-cluster
• Tags
• Date Published
• Facebook Shares/Social Engagement
• Source
• Name
• Quality
• Category
• Publisher
• Country, Region, Sub-region
• Reporter
• Published count
• Sentiment
• Summary
• Positive/Negative Score
• Entities mentioned
• Companies
• Person
• Institution
• Location

7. W H AT ELSE C A N I A N SW ER U SIN G QU ID ?
Use the three categories listed below to craft questions
Article Grouping Article Metadata Quid data science at work!
• Cluster
• Sub-cluster
• Tags
• Date Published
• Facebook Shares/Social Engagement
• Source
• Name
• Quality
• Category
• Publisher
• Country, Region, Sub-region
• Reporter
• Published count
• Sentiment
• Summary
• Positive/Negative Score
• Entities mentioned
• Companies
• Person
• Institution
• Location
Sample Question: Which topics are associated with companies in articles with high social engagement?

8. C R A FTIN G TH E QU ERY
Create the Boolean based on your primary question!
2
Filter for
content
that was
most
widely
circulated
1
Eliminate noise by
smart Boolean
strings
INSTRUCTIONAL

9. SMA R T B OOLEA N STR IN GS!
Use “AND NOT” & “title:” operator to clean spam
Intent Query
General Query AND NOT title : ( market OR stock OR industry report OR coupon OR briefing.com OR bulletin OR ( industry AND ( trend OR report OR
forecast OR overview ) ) OR ( global AND ( industry OR market OR report ) ) OR "tender" OR zacks )
Market Reports AND NOT (title:((market OR industry OR global OR forecast) AND (analysis OR report OR research OR status OR industry OR market OR
forecast OR outlook OR revenue OR 2015 OR 2016 OR 2017 OR 2018 OR 2019 OR 2020 OR 2021 OR 2022 OR 2023 OR 2024 OR 2025))
OR “forward looking statements” OR “forward-looking statements” OR "market research report" OR “market reports” OR “analyst
presentation” OR “strategic business report”)
Tender Notices AND NOT title:(Tender notice)
Press Releases AND NOT (“PRnewswire" OR “PR newswire” OR “/PRNewswire/“ OR "Business Wire" OR "SBwire" OR “Marketwired” OR
“globenewswire" OR “globe newswire” OR “For immediate release” OR “for media inquiries” OR “PRweb” OR “accesswire” OR
source:(satPRnews OR ”slideshare.net” OR “tendersbiz” OR ”TMC Net” OR TMC Net OR ReadWrite OR ”SAT Press Releases”
OR techtly.com OR Morningstar.com OR “Balkans Daily News” OR “Targeted News Service” OR IDC OR “Plus Company Updates (PCU)”
OR “PR Newschannel” OR “PRNewsChannel.com” OR “PR Week” OR “Open PR”))
Earnings Calls AND NOT title: (earnings AND transcript))
Coupons/Promotions AND NOT title:(coupon OR freebies OR (deal and (top or weekly)) OR (matchup and (price or deal)) OR freebies of the week OR deals of
the week OR deals for the week)
Stock News AND NOT title: (stock AND (Rating or upgrade OR lower OR up OR down OR q1 Or q2 OR q3 OR q4))
INSTRUCTIONAL

10. Topics
organized
by volume
A N A LYZE PH A SE: LAY OF TH E LA N D
Familiarize yourself with the power in your hands!
1
Change
what you
see on the
screen
2
Select
subset of the
whole
datasets
Shift F
3
Search
4
Link
Entities &
More
Information
5
Mark
special
information
T
6

11. 1 . W h ic h t o p ics d o minate t h e d i s c ussion a r o und t h is i n dus tr y?
Use highlight mode & filters to look at established and emerging narratives
Use
highlight
mode
1
Use filters
to isolate
content
2

12. 2. W hich event s shaped t he discussion?
Pivot to the timeline view to understand key events. Look out for evergreen narratives, spikes and events
Evergreen
narratives
1 Key events
2
Key events
2
Evergreen
narratives
1

13. 3. W hich companies are most ment ioned in t he discussion?
Toggle with coloring and axes to answer various questions about the perception of companies
Companies
mentioned
1
Group
entities
2

14. 4. Inf luencer mapping – w ho is import ant f or me t o know ?
Toggle bars to represent reporters and people mentioned to understand key storytellers in this space

15. YOU C AN LOOK FORWAR D TO TH E FOLLOW IN G FEATU R ES
R ELEASIN G IN EAR LY 2019
FEATURE DESCRIPTION
Quid’s KOL Apps New application to automate identification of key influencers in the media
Auto Cluster Naming
Data science algorithm that increases time to insight by automating the most time intensive part
of a Quid workflow
Entity Grouping
Expanding the ability to group companies, people and institutions to produce the most accurate
measurements.
Demographic Data
Quid team is exploring the possibility of adding demographic data about readership as a variable
network
Foreign language capability Quid team is able to leverage relationships with data providers to pull news in foreign languages

16. UPCOMING RELEASES: AUTOMATIC CLUSTER NAMING
Raw Quid output for search company: Uber with auto-namer Raw Quid output for search company: Uber without auto-namer