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