Post on 08-Jul-2015
www.latinbrains.com
ONLINE AND SONLINE AND SMARKETING INMARKETING IN
SOCIAL MEDIA SOCIAL MEDIA NTELLIGENCENTELLIGENCE
OUR SERVICES“OUR SERVICES
GAP scraps logo redesign after pro(The Guardian – UK)
“ otests on Facebook and Twitter”
OUR SERVICES
INTRODUCTIONWHY ANALYZE YOUR COMPETITION’S ONLINE PRESENC› The importance of online marketing: Online advertising and mark
researcher Outsell, in 2011, US companies willspend more on onlineesea c e Ou se , 0 , US co pa es spe d o e o o e› The importance of analyzing your competition: increasing levels
issue, within the field of market research. The understanding of comrelevance, and of the impact generated by their actions, allows for th
WHAT DO WE OFFER?WHAT DO WE OFFER?› An analysis of your competitors; on the web and on social med
vast and valuable information available online (corporate website, se(Facebook, Twitter, YouTube). Our analysis focuses on your brand, y( , , ) y y , y
› Our services will allow you, among other things: To evaluate shacompetitors’ online marketing actions; to anticipate the threats and vimpact of offline marketing actions; to know your competitors' weakn
› We work together with you: At Latin Brains we are aware that eac› We work together with you: At Latin Brains we are aware that eaceffort is based upon working side by side with you, in order to gain fupersonalized service.
WHY US?› Latin Brains is a pioneer in online & social media marketing int
services to multinational companies, particularly in the US and Euro› Each one of our analysts specializes in one or two particular sect
which allows us to overcome the shortcomings encountered by comwhich allows us to overcome the shortcomings encountered by comcomments negatively or positively, pick up irrelevant results in Goog
CE?keting have become increasingly relevant over the last years. According to e advertising than on traditional channels.e ad e s g a o ad o a c a e s of online competition have led to the rise of specialized studies on the
mpetitors’ strategies and tactic, of their current online positioning and he reformulation of one’s own strategy.
dia: Our offering is based on the gathering, analysis and follow-up of the earch engines, online press, blogs) and on social media platforms your competitors and on the industry in general. y p y gare of voice on different channels; to obtain detailed information on your virality which could potentially damage your brand; to evaluate the online nesses and strengths, etc.ch client has different needs even within a same industry This is why our ch client has different needs, even within a same industry. This is why our ull awareness of your particular requirements and provide a wholly
elligence. During the past two years, we have been providing our pe; where online marketing first began its development. tors. They replicate consumers’ browsing experiences; an approach panies which just use ‘robots’ to perform the job (i e : categorize users’ panies which just use robots to perform the job (i.e..: categorize users
gle searches, etc.).
OUR SERVICES
SERVICES
PRESENCE› Comparison: market
share vs. online share › Quantification of share
(search engines, blogsof voice
(› Brand positioning with
› What particular chann
ONLINEACTIVITY
› Analysis of your competitors’ online marketing campaigns
› How are its campaigns› What is your competit› What is the volume of › Detailed descriptions o› What ‘tone’ is each bra› Analysis of corporate w
› What are users reques
BRAND AWARNESS
› Quantitative and qualitative brand awareness on Social M di d I t t
What are users reques› What is frequently crit› Which are the most co› What kind of online ac› Categorization of frequMedia and Internet › Categorization of frequ› Repercussion of adver
channels
› We will perform a periodic follow up of share of voicFollow-up and consultancy
› We will perform a periodic follow-up of share of voicWe will also follow the evolution of the perception of
› We will offer guidance on the potential direction of y
e of voice on social media platforms (Facebook, Twitter, YouTube) and Internet s, online press))hin generic industry searches online
el do they stand out in?s intertwined across different channels?or looking to communicate and how is it doing it?your competitors’ online activity?
of online campaignsand’s community manager using to communicate with users?websites and positioning within search engines
sting?sting?ticized about your brand and competitors?ommented posts, the most viewed videos, etc.?ctivities are carried out by each brand’s followers and detractors?uent suggestions doubts complaints and support from consumersuent suggestions, doubts, complaints and support from consumers rtising campaigns and other marketing actions carried out through traditional
ce per channel; new marketing actions as well as old one to evaluate viralityce per channel; new marketing actions – as well as old one – to evaluate virality.f your brand and your competitors’ brand; as well as consumers’ fidelity.
your current and forthcoming marketing campaigns.
SAMPLES“SAMPLES
SAMPLES
PRESENCE – SOCIAL MEDIAPRESENCE SOCIAL MEDIA
SHARE OF VOICE - FACEBOOK BLOG MENT
Ruffles17%Lays
16%
Ruffles1%
Pringles37%Pringles 37%g
83%
COMPARE: SHABY ONLINE CMARKET SHA
TRACK IT OTRACK IT O
Source: Calculations based on information from Facebook fan pages, YouTube and Google Blog Search.
TIONS SHARE OF VOICE - YOUTUBE
L
Pringles10%
Ruffles5%
Lays46%
Lays85%
ARE OF VOICE CHANNEL vs. ARE … AND
OVER TIMEOVER TIME
SAMPLES
PRESENCE - INTERNETHOW INTER
IN A PARTICPRESENCE INTERNET
PRESENCE AND TRENDS IN SEARCH ENGINESA SPEC
WHAT AR
INTEREST OVER TIME
Source: Calculations based on information from Facebook fan pages, YouTube and Google Blog Search.
RESTED ARE PEOPLE CULAR BRAND WITHIN
GEOGRAPHIC INTERESTCIFIC INDUSTRY? RE THE INDUSTRY TRENDS?
COMPARE INTERESTS OVER TIME AND
REGION
SAMPLES
ONLINE ACTIVITY – SOCIAL MEDIA QUALITAONLINE ACTIVITY SOCIAL MEDIA
FACEBOOK POSTINGS: AVERAGE VOLUME
QUALITAYOUR CUSERS
CAM
6
7Average postings per week
4
5
6
June
1
2
3JuneJuly
0
1
Snickers Reese's Butterfinger
QUANTITATIVE ANALYSIS: WHAT IS YOUR
COMPETITION’S LEVEL OF ACTIVITY IN THE SOCIAL ACTIVITY IN THE SOCIAL
MEDIA FIELD?
Source: Calculations based on information from Facebook fan pages.
FACEBOOK POSTINGS: TYPE
0%0%TATIVE ANALYSIS: HOW IS 0%0%TATIVE ANALYSIS: HOW IS COMPETITOR ENGAGING S? WHAT DO ITS ONLINE
MPAIGNS CONSIST OF?
100%
Snickers
18%
73%
9%Related to brand
Related to candy bars
U l t d t ith
Reese’s
73%
0%
Unrelated to either brand or candy bars
0%10%
Butterfinger
90%
SAMPLES
BRAND AWARENESS – SOCIAL MEDIABRAND AWARENESS SOCIAL MEDIA
ENGAGEMENT RATEENGAG
BASED ONForever 21
July (4th week)
BASED ON‘R
GAPJuly (3rd week)
WHAA
ONLINE AND TRADITIONAL CAMPAIGN TRACKER
2.4 2.6 2.8 3 3.2 A
Source: Calculations based on information from Facebook fan pages, Google Finance.
FANS’ COMMENTS - FACEBOOKThe single item of clothing most praised by customers is GAP’s line of jeans.
GEMENT RATE: N ANALYSIS NOT
customers is GAP s line of jeans. •52% of GAP fans prefer skinny jeans;•20% prefer classic boot-cut;•18% prefer wide-leg trouser styles;•6% prefer slim styles;3% prefer straight leg styles; andN ANALYSIS NOT
ROBOTS’•3% prefer straight-leg styles; and•1% prefer legging jeans.
In general, customers particularly congratulate GAP on its ability to combine classic styles with more edgy
AT ARE CONSUMERS SAYING ABOUT YOU AND YOUR
ones.
Most negative comments are in regards to offers, contests and sales announced by GAP:-The company’s latest announcement (‘select sales’: ABOUT YOU AND YOUR
COMPETITION?-The company s latest announcement ( select sales : 50% discount on select items) was criticized by many since the sale was only available in-store and not online. Also criticized was the fact that GAP didn’t specify (online) what the ‘select’ items were.
GAP tl d ift d i t - GAP recently announced a gift card giveaway: to 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 pwho 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?
SAMPLES
BRAND AWARENESS – INTERNETBRAND AWARENESS INTERNETWEBSITE COMPARATIVE ANALYSYS
Average daily time on site per user (minutes) W
7Up
Mountain DewFA
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Sprite
BLOGS & OTHER ONLINE MEDIA ANALYSIS
ONLINEONLINEPR
QUICKVIRAL.PEOPL
Source: Alexa, search engines, corporate websites., social media platforms, online press.
BRACOMP
THE
FANS MARKETING ACTIVITIES FANS MARKETING ACTIVITIES
WEBSITE ANALYTICS: WHERE DO WHERE DO
CONSUMERS AND ANS SPEND MOST OF
THEIR TIME?
5
E CRITICS AND
CONSUMERS MANY TIMES END UP CARRYING OUT MARKETING “CAMPAIGNS”
E CRITICS AND RAISE CAN KLY BECOME . LEARN HOW
LE VIEW YOUR OF THEIR OWN – THIS CAN WORK FOR OR
AGAINST YOUR BRAND. LEARN ABOUT THEM AND TAKE ADVANTAGE.
AND, YOUR PETITION AND E INDUSTRY.
ABOUT US“ABOUT US
ABOUT US
– Latin Brains is a pioneer in online & social mediaLatin Brains is a pioneer in online & social media– At Latin Brains we believe that working side by s
best results and real solutions which adjustjconstant and fluid communication, agile resspecific needs.
– Our success, as well as the quality and uniqueprofessionals which are dedicated to offering the hL ti B i ill id ith ll th d t il f– Latin Brains will provide you with all the details ofbe able to carry out a successful marketing cam
–
Tel+54 11 4393-5115955 Santa Fe Avenue, 3rd floor Suite A (C1414DMN)Buenos Aires
a marketing intelligence for corporations.a marketing intelligence for corporations.side with our clients is what allows us to obtain the
to their needs. Our work philosophy guaranteesp p y gsponse times and products which are tailored to
eness of our products, is centered on our team ofhighest quality of custom made products.
tit ’ li ti it i d f tyour competitors’ online activity , in order for you tompaign.
Tel:+1 646 225 4095501 5th Avenue, 3rd floor (NY 10017)New York