Quick question: how does your brand’s social presence stack up against your competition? While surface-level metrics can be valuable they don’t tell the full story and oftentimes you might be in the dark. In this masterclass, we want to discuss how and why you need to create social benchmarks, what metrics should be included (based on your social strategy), and how a competitive analysis will help you better understand your own strengths and make you stand apart from the crowd.

1. What to Measure:
Why You Need to Set Social
Benchmarks
Listen.
What to Measure:
Why You Need to Set Social
Benchmarks

2. Your Presenter.
Jenna Laskin
Senior Account Executive
Falcon.io
jenna.laskin@falcon.io

3. Intro to Benchmark
How Do I Measure Actual Performance?
Who Should I Benchmark Against?
How Do I Generate Benchmarks?
Q&A
Today’s Agenda.

4. If you are not benchmarking,
you are
fl
ying blind.

5. An Intro to Benchmark:
The 3Cs of the Benchmarking Pyramid.
Community
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1. Community: The Base.
2. Content: Activating Your Base.
3. Conversation: Communicating
With Your Base

6. Community
Metrics to benchmark
● Community size
● Community growth
● New followers per day or month
● Number of Twitter handles followed by brands
1. Community: The Base.

7. Metrics to benchmark:
● Total content published
● Type of content (e.g. photos, videos, links)
● Engagement
● Type of interaction (e.g. Likes, Comments, Shares)
● Boosted content
● Reach and impressions
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2. Content: Activating Your Base.

8. Metrics to benchmark
● Total brand replies
● Average reply time
● Response type (apology, DM, email, plain text)
● Response rate
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3. Conversation: Communicating With Your Base

9. COMPARE YOURSELF AGAINST
THE RIGHT COMPETITORS

10. Choose 4-6 brands that you want to learn from (based on your chosen approach)
Choosing the Right Clusters to Benchmark
Direct competitors
Brands with similar resources
Inspirational brands and "
fi
rst movers”
Brands that do one part of your marketing funnel spectacularly
Compare speci
fi
c markets
brands with similar business model

11. Benchmarking for
Vodka Brands
direct competitors brands with similar resources inspirational brands
and "
fi
rst movers”
brands that do one part of your
marketing funnel spectacularly
compare speci
fi
c markets brands with similar
business model

12. In the real world…

13. Key Takeaways.
#FalconEd
1. Use benchmark to allocate budget &
resources strategically.
2. Don’t look at metrics in isolation.
3. Understand the relationship between
different metrics - and their context.
4. Identify patterns in data.
5. Be conscious of data bias.
6. Data with our benchmark is just numbers.