You vs. Your Competitors: Time for a Gut Check

You vs. Your CompetitorsTime for a Gut Check

Housekeeping

• Listening/voice options

• Questions and chat room

• #GutCheckPlus

• Recorded webinar

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Speakers

Lucy HitzHead of Marketing Communications

Shanda MaloneyPresident and Co-founder

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Today’s Agenda

Why Your Competitors Matter

Identify Your Competitors

How to Measure vs. Your Competitors

Stay Informed

Apply It

Q&A

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What Is a Gut Check?

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Why Your Competitors Matter

Here’s Why

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Identify (and learn from) successes

Avoid (and learn from) mistakes

Validate our own strategies

Keep an ongoing tally for

ourselves (and key stakeholders)

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Learn More About Your Audience

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Who are your most

engaged users on Twitter

and beyond?

What activity happens on

your owned hashtags?

Which time zones are

your personas in?

How do people talk about

your target topics and

brand (earned)?

Who follows your

competitors?

How do competitors'

audiences engage with

hem?

Personas Behavior Competitors

Identify Your Competitors

Engagement + Influence

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Listening

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Organic conversation

Industry, product, target topics

Share-of-voice

In real time

How to Measure VS. Competitors

15, 30, 60, 90

1530

6090

Metric #1: Audience Growth

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Metric #2: Average Engagement Rate

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Metric #3: Average Post Frequency

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Metric #4: Engagement Rate by Post

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Metric #5: Overall Look, Feel, Tone

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Evaluate Spikes in Real Time

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Stay Informed

Know What and Who Is Popular

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Know Where and When to Jump In

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Listen In

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Apply It

Your To-Do List

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Commit to trying one new tactic per month that your competitors are

finding successful

Present your competitive analysis to your marketing organization

monthly to keep your team posted on the latest developments

Run at least one counter campaign per year based on your

competitive information

Keep track of your “Top 10” per week: the top ten posts on each

social channel between you and your competitors. Make it a goal to

fill this entire “Top 10” with your own posts by EOQ

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Your To-Do List

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Check out what your competitors

did during specific holiday seasons

last year as you are planning your

campaign this year.

Inform your influencer marketing

program. Use your competitors to

understand which influencers you

should focus on, which channels

you should use for influencer

marketing, and what your

benchmarks should look like as

you proceed.

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Content Audit

It’s important to look at

your own content and

audit how it’s performing

within your social

community but you can

learn a lot by seeing how

your competitors content

performs to give ideas or

inspiration for new things

to try.

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Thank You!