This document provides an overview of Latin Brains' online and social media marketing intelligence services. The services include analyzing a company's online presence, online activities of competitors, brand awareness on social media and the internet, and providing follow-up consultancy. Sample analyses are shown measuring metrics like share of voice on platforms like Facebook, blogs, and YouTube to evaluate brand positioning compared to competitors. The document emphasizes the importance of understanding competitors' online strategies and how Latin Brains' specialized analysts can provide personalized and ongoing analysis of a company's brand and industry.

1. www.latinbrains.com
ONLINE AND SOCIAL MEDIA
S
MARKETING IN
NTELLIGENCE

2. OUR SERVICES
“
“ GAP scraps logo redesign after pro
otests on Facebook and Twitter”
(The Guardian – UK)

3. OUR SERVICES
INTRODUCTION
WHY ANALYZE YOUR COMPETITION’S ONLINE PRESENC
CE?
› The importance of online marketing: Online advertising and mark keting have become increasingly relevant over the last years. According to
researcher Outsell, in 2011, US co pa es willspend more o o e ad e s g than o traditional c a e s
esea c e Ou se , 0 , companies spe d o e on online advertising a on ad o a channels.
› The importance of analyzing your competition: increasing levels of online competition have led to the rise of specialized studies on the
issue, within the field of market research. The understanding of com
mpetitors’ strategies and tactic, of their current online positioning and
relevance, and of the impact generated by their actions, allows for th reformulation of one’s own strategy.
he
WHAT DO WE OFFER?
› An analysis of your competitors; on the web and on social med Our offering is based on the gathering, analysis and follow-up of the
dia:
vast and valuable information available online (corporate website, se earch engines, online press, blogs) and on social media platforms
(
(Facebook, Twitter, YouTube). Our analysis focuses on y brand, y competitors and on the industry in g
, , ) y your , your p y general.
› Our services will allow you, among other things: To evaluate sha of voice on different channels; to obtain detailed information on your
are
competitors’ online marketing actions; to anticipate the threats and v
virality which could potentially damage your brand; to evaluate the online
impact of offline marketing actions; to know your competitors' weakn nesses and strengths, etc.
› We work together with you: At Latin Brains we are aware that eac client has different needs, even within a same industry. This is why our
ch needs industry
effort is based upon working side by side with you, in order to gain fu awareness of your particular requirements and provide a wholly
ull
personalized service.
WHY US?
› Latin Brains is a pioneer in online & social media marketing intelligence. During the past two years, we have been providing our
services to multinational companies, particularly in the US and Europe; where online marketing first began its development.
› Each one of our analysts specializes in one or two particular sect tors. They replicate consumers’ browsing experiences; an approach
which allows us to overcome the shortcomings encountered by companies which just use ‘robots’ to perform the job (i.e..: categorize users’
robots (i e : users
comments negatively or positively, pick up irrelevant results in Goog searches, etc.).
gle

4. OUR SERVICES
SERVICES
› Comparison: market › Quantification of share of voice on social media platforms (Facebook, Twitter, YouTube) and Internet
e
PRESENCE share vs. online share (
(search engines, blogs online press)
s, )
of voice › Brand positioning with generic industry searches online
hin
› What particular channel do they stand out in?
› How are its campaigns intertwined across different channels?
s
› Analysis of your › What is your competitor looking to communicate and how is it doing it?
ONLINE
competitors’ online › What is the volume of your competitors’ online activity?
ACTIVITY marketing campaigns › Detailed descriptions o online campaigns
of
› What ‘tone’ is each bra
and’s community manager using to communicate with users?
› Analysis of corporate w
websites and positioning within search engines
› What are users reques sting?
› What is frequently crit
ticized about your brand and competitors?
› Quantitative and › Which are the most co ommented posts, the most viewed videos, etc.?
BRAND qualitative brand
› What kind of online acctivities are carried out by each brand’s followers and detractors?
AWARNESS awareness on Social
Media d Internet
M di and I t t › Categorization of frequ suggestions doubts complaints and support from consumers
uent suggestions, doubts,
› Repercussion of adver rtising campaigns and other marketing actions carried out through traditional
channels
› We will perform a periodic follow up of share of voic per channel; new marketing actions – as well as old one – to evaluate virality.
follow-up ce virality
Follow-up and We will also follow the evolution of the perception of your brand and your competitors’ brand; as well as consumers’ fidelity.
f
consultancy › We will offer guidance on the potential direction of y
your current and forthcoming marketing campaigns.

5. SAMPLES
“

6. SAMPLES
PRESENCE – SOCIAL MEDIA
SHARE OF VOICE - FACEBOOK BLOG MENT
TIONS SHARE OF VOICE - YOUTUBE
Ruffles Ruffles
1% Pringles 5%
Ruffles
Lays 10%
17%
16%
Lays
L
46%
Pringles
Pringles
g 37%
83%
Lays
85%
COMPARE: SHA OF VOICE
ARE
BY ONLINE C
CHANNEL vs.
MARKET SHA … AND
ARE
TRACK IT OVER TIME
O
Source: Calculations based on information from Facebook fan pages, YouTube and Google Blog Search.

7. SAMPLES
HOW INTERRESTED ARE PEOPLE
IN A PARTIC
CULAR BRAND WITHIN
PRESENCE - INTERNET A SPEC
CIFIC INDUSTRY?
WHAT AR THE INDUSTRY
RE
PRESENCE AND TRENDS IN SEARCH ENGINES TRENDS? GEOGRAPHIC INTEREST
INTEREST OVER TIME
COMPARE INTERESTS
OVER TIME AND
REGION
Source: Calculations based on information from Facebook fan pages, YouTube and Google Blog Search.

8. SAMPLES
FACEBOOK POSTINGS: TYPE
ONLINE ACTIVITY – SOCIAL MEDIA QUALITA
TATIVE ANALYSIS: HOW IS 0%
YOUR CCOMPETITOR ENGAGING
USERS WHAT DO ITS ONLINE
S?
CAM
MPAIGNS CONSIST OF?
FACEBOOK POSTINGS: AVERAGE VOLUME
Average postings per week Snickers
7
100%
6
5
4 18%
June
3 Related to brand
July Reese’s 9%
2 Related to candy bars
1 73% Unrelated t ith
U l t d to either
brand or candy bars
0
Snickers Reese's Butterfinger
0%
10%
QUANTITATIVE ANALYSIS:
WHAT IS YOUR Butterfinger
COMPETITION’S LEVEL OF
ACTIVITY IN THE SOCIAL
MEDIA FIELD?
90%
Source: Calculations based on information from Facebook fan pages.

9. SAMPLES
FANS’ COMMENTS - FACEBOOK
The single item of clothing most praised by
BRAND AWARENESS – SOCIAL MEDIA customers is GAP’s line of jeans.
GAP s
•52% of GAP fans prefer skinny jeans;
•20% prefer classic boot-cut;
ENGAGEMENT RATE •18% prefer wide-leg trouser styles;
ENGAG
GEMENT RATE: •6% prefer slim styles;
BASED ON ANALYSIS NOT
N •3% prefer straight leg styles; and
3% straight-leg
Forever 21 ‘R
ROBOTS’ •1% prefer legging jeans.
In general, customers particularly congratulate GAP
July (4th week) on its ability to combine classic styles with more edgy
July (3rd week) ones.
GAP
Most negative comments are in regards to
WHA ARE CONSUMERS SAYING
AT offers, contests and sales announced by GAP:
ABOUT YOU AND YOUR
A -The company’s latest announcement ( select sales :
company s (‘select sales’:
2.4 2.6 2.8 3 3.2
COMPETITION? 50% discount on select items) was criticized by many
since the sale was only available in-store and not
ONLINE AND TRADITIONAL CAMPAIGN TRACKER online. Also criticized was the fact that GAP didn’t
specify (online) what the ‘select’ items were.
- GAP recently announced a gift card giveaway: to
tl d ift d i t
participate, users have to download a smart phone
application. Complaints revolved around the fact that
many customers do not feel comfortable
downloading content into their smartphones. People
g p p
who don’t own a smartphone, on the other
hand, demand alternative participation channels.
TRACK YOUR COMPETITORS’ CAMPAIGNS
AND THEIR ONLINE REPERCUSSION:
WHICH WAS MORE EFFECTIVE?
Source: Calculations based on information from Facebook fan pages, Google Finance.

10. SAMPLES
BRAND AWARENESS – INTERNET FANS MARKETING ACTIVITIES
WEBSITE COMPARATIVE ANALYSYS
Average daily time on site per user (minutes) WEBSITE ANALYTICS:
W
WHERE DO
Mountain Dew CONSUMERS AND
FA SPEND MOST OF
ANS
THEIR TIME?
7Up
Sprite
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
BLOGS & OTHER ONLINE MEDIA ANALYSIS
ONLINE CRITICS AND
E
PR
RAISE CAN
QUICK BECOME
KLY
VIRAL. LEARN HOW
. CONSUMERS MANY TIMES END UP
PEOPL VIEW YOUR
LE CARRYING OUT MARKETING “CAMPAIGNS”
BRAAND, YOUR OF THEIR OWN – THIS CAN WORK FOR OR
COMPPETITION AND AGAINST YOUR BRAND. LEARN ABOUT
THE INDUSTRY.
E THEM AND TAKE ADVANTAGE.
Source: Alexa, search engines, corporate websites., social media platforms, online press.

11. ABOUT US
“

12. ABOUT US
– Latin Brains is a pioneer in online & social media marketing intelligence for corporations.
a
– At Latin Brains we believe that working side by s with our clients is what allows us to obtain the
side
best results and real solutions which adjust to their needs. Our work philosophy guarantees
j p p y g
constant and fluid communication, agile res sponse times and products which are tailored to
specific needs.
– Our success, as well as the quality and unique eness of our products, is centered on our team of
professionals which are dedicated to offering the h
highest quality of custom made products.
– L ti B i will provide you with all th d t il of your competitors’’ online activity , iin order f you t
Latin Brains ill id ith ll the details f tit li ti it d for to
be able to carry out a successful marketing cam mpaign.
–
Tel+54 11 4393-5115 Tel:+1 646 225 4095
955 Santa Fe Avenue, 501 5th Avenue,
3rd floor Suite A 3rd floor
(C1414DMN) (NY 10017)
Buenos Aires New York