#LIFTSocial

Competitive AnalysisExpanding your view to make a bigger impact

Bethann Autery

#LIFTSocial

#LIFTSocial

Agenda

A twist on competitive analysis• Expand competitive set• Explore types of

competitive reporting/analysis

• Leverage insights• Bring it all together

#LIFTSocial

How we think about competitors

#LIFTSocial

Expanding your competitive set

Category

Best  In  Class

Digital  Innovators

#LIFTSocial

Alcohol

Cider/Wine

Beer

High  End  Beer

Think about your entire category

#LIFTSocial

Best in Class Examples

#LIFTSocial

Digital Innovators: Scommerce

#LIFTSocial

Digital Innovators: Content types continue to expand

#LIFTSocial

Digital Innovators: Content types continue to expand

https://www.youtube.com/watch?v=D-­‐Wl9jAB45Q

#LIFTSocial

Types of competitive analysis

#LIFTSocial

Reporting opportunities

PERFORMANCE:  know  where  you  stand

PULSE:  What  is  their  brand  persona

DEEP  DIVE:  Explore   items  of  interest

#LIFTSocial

Metrics are your backbone.

What can you do?Benchmark, Plan, Measure

Platform presence, Audience, Engagement,Activity levels, Responsiveness, Content types, Share of Voice, #Hashtags

Potential use case:Benchmark, set, and measure KPI perfRoutine reportingRevisiting digital strategy

Performance

#LIFTSocial

Share of Voice/ Social Listening

Audience/Presence Content/Engagement

Responsiveness

#LIFTSocial

Key KPI Campaign

#LIFTSocial

If the brand were at a party, who would it be?

What can you do?Get a quick slice of what brands are up to.

Social listening. Performance. Content. Traditional media.

Potential use case:Routine analysis on extended competitive set on a staggering schedule

Pulse: brand persona

#LIFTSocial

Pulse Examples

#LIFTSocial

Did something catch your attention? Investigate.

What can you do?Dig in. Dig around. What is their voice? Where is their strongest presence? Are they doing anything outside of the normal realm?

Social listening. Performance. Content. Traditional media.

What can you do?Create a custom report of findings to shareUse insights to drive actions

Deep Dive: Items of Interest

#LIFTSocial

Deep Dive Examples

Large  Import  Brand

#LIFTSocial

How to leverage for strategy and insights

#LIFTSocial

How to Leverage

CONTEXT:  know  where  you  stand

STRATEGY:  align  with  your  goals  

INSPIRE:  maintain  competitive  edge

#LIFTSocial

MeasureBenchmarkKnow where you stand

Context

#LIFTSocial

Align goalsIdentify opportunitiesDrive change

Strategy

#LIFTSocial

LearnMotivatePush the boundaries

Inspire and Motivate

#LIFTSocial

Bringing it all together

#LIFTSocial

What can you start immediately?

Identify  Competitors

Auto  Reports

Development  Opportunity:   Deep  Dive

#LIFTSocial

Expand

Explore

Empower

THANK YOU#LIFTSocial

THANK YOU#LIFTSocial

liftconference.social/survey

Speaker:

#LIFTSocial

Bethann Autery

Digital Analytics Manager: Marketing ConnectionsAnheuser-Busch

What can you do?Email me: Bethann.Autery@anheuser-busch.comAdd me on Linked In: Bethann AuteryTalk to me in real life: #OldSchool