Organisations today must have a ‘Listening’ capability – the ability to ‘hear’ these conversations on the social web and in turn be able to analyse the resultant data to understand the impact of those conversations on sales, service, marketing, product development, and to understand the behavior and impact of customers, influencers and other conversations on your actions. The social web and social media has a remarkable depth of information. It is possible to uncover detailed information on sentiment, demographics, locations, influencers, reach, amplification and more through the capturing and analysis of online conversations in social media. And besides general analysis of social media conversations, it is possible to monitor specific competitors in business. Indeed, it is possible to delve into a rich source of data to track movements in sentiment regarding specific topics, subjects or brand over time to understand whether your actions are influencing the conversations.

1. Compe&&ve
Analysis
Using
Social
Media
Monitoring
iGo2 Group Pty Ltd – Providing you smart integrated responsible social technology solutions

2. Why?
Ø There
is
an
amazing
amount
of
informa7on
on
your
compe7tors
in
the
social
web
wai7ng
to
be
unlocked
Ø Differen7a7ng
your
brand
and
your
organisa7on
presumes
you
know
what
your
compe77on
is
doing
Ø Crea7ng
a
smart
strategy
for
customer
engagement
means
knowing
what
your
compe77on
is
doing
Ø Compe77ve
analysis
can
help
you
understand
what
works
and
what
doesn’t
Ø WHO
are
the
key
people
at
your
compe7tors?
Ø WHAT
are
your
compe7tors
doing
on
the
social
web?
Ø WHEN
are
they
engaging?
Ø WHERE
are
they
engaging?
Ø HOW
are
they
engaging
and
HOW
are
they
perceived?

3. Listening
is
the
Key
to
Engagement
Ø
All
Social
Media
ini7a7ves
need
to
start
with
Listening
Ø
Understand
where
you
are
Ø
Understand
the
topics
and
issues
of
interest
Ø
Lets
you
create
meaningful
goals
for
your
own
ini7a7ves
Ø
The
crea7on
of
a
Social
Media
Strategy
requires:
Ø
An
agreed
goal
or
goals
Ø
A
resource
plan
to
support
it
Ø
Knowledge
of
what
your
compe77on
is
doing
Ø
A
set
of
metrics
to
measure
progress
Ø
Listening
to
compe7tors
and
their
networks
provides:
Ø
Future
key
hires
Ø
Insight
into
programs,
tac7cs
and
strategies
Ø
The
means
to
differen7ate
and
stay
ahead

4. Use
Basic
Search
to
Begin
Google
Alerts
Basic
Google
Search

5. Using
LinkedIn
Ø Company
Pages
are
a
great
place
to
start
tracking
compe7tors
– See
how
many
employees
are
in
LinkedIn
– See
how
many
followers
they
have
and
who
they
are
– See
what
Products
and
Services
they
have
and
how
they
are
described
– See
how
YOU
are
connected
to
the
compe77on
either
directly
or
through
your
network

6. Using
LinkedIn
Ø Check
the
Company
Sta7s7cs:
– Where
employees
worked
previously
– Where
employees
have
leS
to
go
– Who
are
the
most
recommended
employees
– Growth
in
LinkedIn
presence
Ø Follow
the
Compe7tors
• Get
Alerts
on
promo7ons,
departures,
open
posi7ons
and
new
hires

7. Using
LinkedIn
Ø Check
out
which
Groups
your
compe7tors
employees
are
ac7ve
in
–
by
looking
through
relevant
Groups.
You
may
want
to
be
there
as
well.
Ø Check
out
the
TwiWer
accounts
of
key
compe7tor
employees
if
listed
and
follow
if
appropriate

8. Using
Facebook
Ø Search
for
the
Fan
Page
through
Google
search
or
Facebook
‘Browse
all
Pages’
Ø To
see
all
the
tabs
etc
you
need
to
become
a
Fan
Ø Check
out
their
ac7vity
and
Fan
engagement
Ø Check
out
which
Pages
they
Like
Ø What
content
is
being
posted
and
is
it
driving
engagement?
How
does
this
impact
you?

9. Using
HyperAlerts
Ø Great
way
to
track
your
own
Facebook
page
as
well
as
your
compe7tors
Ø Can
send
the
alerts
to
any
email
address
–
not
just
your
Facebook
email
Ø Can
track
any
Page
Ø Can
set
frequency
of
your
alerts
Ø Can
include
Posts,
Comments,
Own
Content

10. Using
TwiEer
Ø Use
TwiWer
Search,
Google
Search
or
their
website
to
find
their
TwiWer
Handle
Ø What
kind
of
content
are
they
pos7ng?
Ø Who
are
they
following?
Ø What
kind
of
conversa7ons
are
they
having?

11. Using
TwiEer
Ø You
can
see
all
of
your
compe7tors
followers
Ø This
could
partly
be
their
client
list
Ø Do
a
search
on
TwiWer
for
the
replies
to
their
username,
@mycompe7tor,
and
you
will
see
valuable
informa7on
Ø Monitor
the
@men7ons
of
your
compe7tors
for
fan
sen7ment

12. Other
TwiEer
Tools
Ø Tweepi
allows
you
to
see
follower
details
all
on
one
screen,
including
bio
informa7on,
loca7on,
number
of
followers
and
following,
number
of
updates
and
even
when
they
last
tweeted.
Great
for
analysing
compe7tors
followers

13. YouTube
Ø check
out
your
compe7tors’
video
marke7ng
strategy
by
finding
their
YouTube
channel
and
seeing
what
types
of
videos
they
post
and
their
popularity
through
number
of
Likes
and
comments

14. Social
Men&on
Ø real-­‐7me
social
media
search
engine
to
find
your
compe7tors
on
other
social
networks,
and
view
men7ons
about
your
compe7tors
Ø Also
has
an
aler7ng
feature
Ø Also
try
‘Backtype’
to
track
URL
or
person.

15. Geo
Loca&on
Networks
Ø are
your
compe7tors
taking
advantage
of
Foursquare,
Gowalla,
Facebook
Places,
Whrrl
or
other
loca7on-­‐based
social
media?
Find
out
and
be
sure
your
company
is
“check-­‐in”
friendly
if
applicable.

16. Local
Search
Ø Be
sure
to
check
out
your
compe7tors’
profiles
on
review
sites
such
as
Yelp,
Merchant
Circle,
Google
Places
and
more
to
find
out
if
they’re
garnering
reviews
from
their
customers,
sharing
discounts
and
taking
advantage
of
local
search
to
dominate
in
search
results.

17. Compe&&ve
Marke&ng
Insights
Find
Compe77ve
Keywords
Search
Marke7ng
Tools

18. Q
&
A
Networks
Ø Use
sites
like
Quora
and
Yahoo
Answers
Ø Keep
tabs
on
compe7tors
Ø See
what
others
say
about
them
Ø Post
specific
ques7ons
regarding
them

19. Forums
and
Bulle&n
Boards
Ø Boardreader—don’t
just
focus
on
social
media!
Some
of
the
strongest,
most
loyal
community
members
can
be
found
in
forums.
Boardreader
will
help
you
find
your
compe7tors
and
any
talk
about
them
on
forums
and
message
boards
throughout
the
web

20. Social
Media
Monitoring
Tools
Ø Management
tools
like
Tweetdeck,
Hootsuite
or
SproutSocial
for
simple
tracking
Ø Monitoring
tools
such
as
Sysomos,
Radian
6
and
others
for
detailed
analysis
across
many
sources

21. Bonus
–
for
the
Machiavellian
Ø Pipl
for
truly
scary
details
on
people
you
wish
to
track
Ø Klout
to
see
if
they
maWer
or
not
Ø Backtype
to
see
the
compe7tors
social
impact
Ø Slideshare
to
see
how
much
content
they
are
crea7ng
and
sharing
on
this
medium

22. Summary
Ø Social
Media
is
a
rich
source
of
compe77ve
data
Ø Start
simple
and
build
to
more
complex
tools
Ø If
there
is
a
lot
of
data
to
research
enlist
the
help
of
a
specialist
SMM
organisa7on