Competitive Social Media Analysis

S O C I A L M E D I A A N A LY S I S AXIOM ADVISING

‌ WHAT IS IT‌ AND WHY DOES IT WORK?

SOCIAL MARKETING SMM is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure.

AXIOM ADVISING

SMM

Facebook Advertising B U Y E R S T A G E : AWA R E N E S S & R E S E A R C H

3

SOCIAL REACH ANALYSIS Market Potential 123,456 1ST P E RSON

2nd person

2ND P E R SO N

725

1,537

POTENTIAL REACH | 123,456 1st person

PROFILE SUMMARY G AT E 6

FANS|

726

ENGAGEMENT|

POST/DAY| CONTENT|

5.9%

0.6 LINKS

FACEBOOK Competitive analysis

COMPETITION OVERVIEW LAVIDGE

Lavidge is a Phoenix-based full-service advertising, public relations, communications, consulting and interactive marketing agency. Since 1982, the company has specialized in developing brand positioning for products and services.

LUCID

Lucid Agency is an interactive marketing agency comprised of talented web marketers located in Tempe, Arizona. Since 2006, we have operated as an online marketing and advertising agency specializing in web coding and design, application development, SEO, social media and lead generation

ZOG

ZOG Digital enables brands to more effectively find their customers, as well as create, manage, optimize and amplify content to drive ROI.

Competitive Leaderboard Category Engagement

Page Fans Engagement as % of Fans Brand Posts

Lowest Account

LEADING ACCOUNT

34

7

54

135 total engagement

ZOG Digital

Lucid Agency

3,886

725

12k

16k total fans

Gate6

ZOG Digital

2.77%

0.06%

5.93%

8.69 engagements per 1K fans

ZOG Digital

Gate6

5

2

8

21 total posts

ZOG Digital

Gate6

All Account Avg.

How does the leader compare?

Leader posts more often than average. Content is mostly statuses.

Leader posts more often than average. Content is mostly statuses.

Leader has 5.93% Engagement as % of Fans while the next best brand, Lucid Agency, has 2.84%.

Leader sends about 0.6 posts per day and gets an average of 5.4 interactions per post.

RELATIVE SHARE OF FANS 12%

Lucid Agency Gate6 The Lavidge Compan… ZOG Digital

5% 9%

74%

TOTAL ENGAGEMENT ON BRAND POSTS 5.9%

50

6.0% 5.0%

31

40

20 10 0

2.8%

4.0% 3.0%

2.2%

2.0%

7

30

0.1%

1.0% 0.0%

Engagement As A % Of Fans

7.0%

43

Total Engagement

60

Engagement as % of Fans

54

Total Engagement

FORMAT AND FREQUENCY ANALYSIS Brand Posts Per Day Status

Link

BRAND POSTS

0

Photo

Video

Other Lucid Agency

0 2

0 0

0

Gate6

1 0

4

6

1 0

0

0.4

5 0

0 0 1 1 0

0.6

The Lavidge Compan…

ZOG Digital

0.4

0.1

POST ENGAGEMENT TIMELINE MOST ENGAGING POSTS FROM PEAK

Lucid Agency

Gate6

The Lavidge Compan…

From 6/15/15 by The Lavidge

ZOG Digital

Behind the Scenes: LAVIDGE Staff photo shoot | vimeo.com | This is "Behind the Scenes:

24 20

24 interactions, 100% of brand total for the day

22

21

From 6/26/15 by Lucid Agency Some of the #LucidLadies getting their bowl on at #LuckyStrike! #bestplacestowork 12 interactions, 55% of brand total for the day

8

6

5 -

-

1-

-

-

-

-

-

4 -

6 4 1-

From 6/19/15 by Gate6

7 1-

5 -

-

#Salsa party! Soon the voting will begin and winners shall be crowned! |

-

10 interactions, 48% of brand total for the day

TOP 10 POSTS BY TOTAL ENGAGEMENT 1

Engagement 24 Total 4.6x compared to the brand average

June 15, 2015

The Lavidge Compan…

Behind the Scenes: LAVIDGE Staff photo shoot | vimeo.com | This is "Behind the Scenes: LAV…

2

June 18, 2015

Lucid Agency

Engagement 20 Total 1.9x compared to the brand average

Happy birthday to the man with style, Ken Bonham! Have an awesome day! #turtlepants #kenny…

TOP 10 POSTS

BY TOTAL ENGAGEMENT

12

10

Total Engagement

Total Engagement

12

9

Likes

June 26, 2015

Lucid Agency

Some of the #LucidLadies getting their bowl on at #LuckySt…

Likes

0

June 19, 2015

Comments

Gate6

#Salsa party! Soon the voting will begin and winners shall…

Comment

0

0

Shares

Shares

10

8

Total Engagement

Total Engagement

10

8

Likes

June 26, 2015

Outing at #LuckyStrike today! #striker #feelinglucky #down…

Lucid Agency

Likes

0

June 15, 2015

Comments

Lucid Agency

And we are on Instagram!

Follow us and see what one of the…

And the winner is... Pierre and his "Flamingo del Diablo" …

Gate6

Gate6

Always Forget Your Passcode?

Soon You May Use Emoji Instea…

Comments

0

Shares

Shares

7

7

Total Engagement

Total Engagement

7

5 Likes

0

June 24, 2015

Comments

ZOG Digital

The Evolution Of SEO Trends Over 25 Years | searchenginela…

0 Comments

0

2

Shares

Shares

6

6

Total Engagement

Total Engagement

6

5

Likes

June 21, 2015

0

0

Likes

June 19, 2015

1

Likes

0

June 23, 2015

Comments

Gate6

Social Media & Pluto: New Horizons | linkedin.com | As of …

0 Comments

0

1

Shares

Share

ENGAGEMENT ON BRAND POSTS Fan Page Comparison: Engagement on Brand Posts

Engagement per post

30

CONTENT TYPE PERFORMANCE MOST ENGAGING CONTENT TYPE

(size of bubble = number of posts)

25

VIDEOS

20

24 interactions, 18% of all engagement

15

MOST COMMONLY POSTED

10

LINKS

5

13 posts, 62% of all posts

0 BEST PERFORMANCE: The Lavidge

-5

VIDEOS

-10 Link

Photo

Status

Video

Other

24 interactions, 77% of the brand's engagement

SOCIAL TARGETING

ADVOCATE ANALYSIS WE’VE ANALYZED 50,000 FANS OF YOUR INDUSTRY IN YOUR MARKET, ANALYZED THEM, AND IDENTIFIED THE BIGGEST ADVOCATES TO CREATE YOUR IDEAL FAN PERSONA

Persona name: Age Sex Education location Interests Behavioral

SET AN OBJECTIVE C HOOSING AN OBJECTIVE Your advertising objective should match your advertising goal. Before choosing an objective, you should ask yourself what you want to accomplish with your ad and what would be your ideal outcome. Once you've answered those questions, match your answers against each advertising objective to figure out which one might work best for you.

GEO & DEMOGRAPHIC TARGETING C H A M PA I G N

OBJECTIVE

Location: Enter the name of one or more countries, states, provinces, cities and zip codes (US only) or post codes (countries outside of the US) to show your ads in those locations. You can use any of the choices in any combination.

After selecting a location, use the arrow on the right to choose a radius from that location or exclude a location that falls within the selected area.

Demographic Targeting Options Age & Gender: Select the minimum and maximum age of the people who will find your ad relevant. Under Gender choose All unless you only want to target either men or women. Keep in mind that some people don't specify their gender on Facebook, so the only way to reach everyone is to select All.

INTEREST TARGETING TARGETING

D E TA I L S

Interests Targeting Options Reach your audience based on their interests. This can include interests shared on their Timelines, apps they use, Pages they liked and other activities on and off of Facebook.

Interests may also factor in demographics such as age, gender and location.

For example, if you're a yoga studio in San Francisco, you can enter terms like "Fitness and wellness" and also enter very specific terms related to yoga.

BEHAVIORAL TARGETING WHAT IS BEHAVIOR TARGETING

Behaviors: Reach your audience based on their digital activities, what devices they use, past or intended purchases, and travel.

Behaviors are activities that people do on or off Facebook that helps inform their device usage, purchase behaviors or intents, travel preferences and more. Behaviors are constructed from both someone's activity on Facebook and through offline activity provided by data from Facebook's trusted third-party partners Acxiom, Datalogix and Epsilon.

AD FORMATS TARGETING

D E TA I L S

Desktop & Tablets

FAN BASE

Mobile

A B O U T A X I O M A DV I S I N G W E A R E O N L I N E M A R K E T I N G A DV I S E RS Actionable Marketing Insights That Delivers Optimal ROI

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