How to Add Competitors for Competitive Analysis in Auris?

Understanding what your competitors publish and the reach and engagement they achieve is an important input to your marketing strategy. Using Auris you can achieve the following:

  1. Learn from the content and campaigns being published by competing brands. [More].
  2. Understand their media spends. [More].

This blog shows how simple it is to add competitors on Auris.

How to add competitor profiles in Auris?

To create your competitor dashboard, click on setup from the left panel. In the following screen, click on competitors.

adding competition to auris

Next, click on ‘Add New Competitor’ button on the screen.

adding competitor handles

Feed in Competitor Names, their Facebook URL and their Twitter Handle as shown in the following screen.

facebook and twitter competition

aaand… you’re done! Auris will now fetch all the data you need to keep a close watch on your competitors.

Understanding the competitor dashboard within Auris

There are 2 tabs in the competition analysis dashboard – Comparisons and Activities.

Comparisons Dashboard, as the name suggests, provides you with comparative charts for posts, reach, engagement and estimated media spends. See example below:

competitor dashboard SOV SOE Spends

On the other hand if you’d like to see the top posts of your competitors, click on the Activities Dashboard. It will fetch for you the top posts by reach, engagement and spends for each competitor. See an example below.

competition_dashboard_content

Competitor analysis offered by Auris helps you understand how well you are performing within your industry. It also calculates a very important metric – ‘share of voice’ – to judge your relative popularity and standing in the industry. Share of engagement is the equivalent of ‘share of mind’ and answers this question: ‘Has your brand made an impression on your audience and captured their imagination?’.

A wealth of information, right at your command. So add on your competitors and help them teach you how you could best fight them!

 

 


What Languages can Auris help Listen to and Analyze?

To tell your brand’s story effectively, you must understand the consumer’s story first. For global or multi-regional brands, these stories come in different languages. How do you make sense of this potpourri of chatter and derive the insights you need?

A brand with a presence across different countries or linguistic regions should expect to get into conversations with their consumers in multiple languages. How do you tune into these and more importantly, how do you interpret the essence of what the consumer is saying?

The Artificial Intelligence (AI) model used in Auris supports all mainstream languages. All 140 of them!

So, whether it is Hindi or Azerbaijani, Czech or French, Japanese or Portuguese – Auris can take in any chatter and churn out insights which you can then act on.

This multilingual feature of Auris comes in handy when planning and running a multi-regional or multi-country campaign. Or while tracking multi-country events such as the Olympics. You need not restrict your analysis to the lowest common denominator of English. All it takes to set up Auris to monitor mentions in multiple languages is 2 minutes. Read on.

How do you add more languages in Auris?

First, you can add topics in different languages. Just go to setup in the left panel and add keywords in the language(s) you are interested in. Perhaps, you can start with your brand in a different script. Lets say, “Coca Cola”, “κόκα κόλα”, “コカコーラ”, “कोका कोला” and so on.

Click on setup and add these keywords under “Keywords to Monitor.”

To track mentions in other languages, click on setup from the left panel. Click on the edit icon next to Monitor and add all the languages you’d like to in the language tab.

language selection

Voila! You are now all set to monitor the chatter from around the world. What’s next? Learn from consumers, draw out regional insights and perhaps create region specific strategies, advertising and campaigns.


How can you Identify Advocates and Engage with them?

A study points out that consumers are 71% more likely to buy from a brand if it comes recommended by a social connection. Word-of-mouth advocacy and customer reviews on social media have a considerable impact on consumers’ choice of a brand.

Who amongst your followers is an advocate? Who is an influencer?

Your brand would typically be engaging with three types of followers – fans, advocates and influencers.

A majority of your followers would comprise of fans who passively support your brand. Advocates are those who go the extra mile to talk about your brand, their positive experiences with your brand and openly vouch for it. These advocates are precious assets who speak on your behalf and are the real brand ambassadors rooting for you.

brand influencers

Influencers are those who are considered to be knowledgeable and discerning when it comes to your category. Their opinion counts a lot more than others’. Typically, they are followed by a large number of people. Any word from them could have a considerable influence on their fans. When they recommend your brand, you might see a sudden peak in conversions but the cost involved in collaborating is also as high.

The short answer to the question posed at the outset, is that the one amongst your followers who speaks consistently and favorably for your brand is an advocate. The one whose opinion matters more than that of others is an influencer.

How do you identify them?

Auris helps you identify all conversations around your brand and helps you zero in on those who have been engaging with your brand and talking about it positively. Imagine the value of a physician, who consistently speaks about a medical equipment brand because of his/her belief in the brand, for that brand. Auris can help you identify all such advocates for your brand.

Auris also helps you define the advocate’s influence score. Now you can zero in on those advocates who have a higher influence on digital channels. By engaging with such influential advocates, you could add more power to your brand!

See how Auris’ Command Center shows a list of recent influencers who have engaged with your brand. Click on these profile pictures and gain access to your potential pool of influential brand advocates!

Tracking advocacy campaigns

Advocacy campaigns are in vogue. Auris helps by identifying those who are influential and are advocates of your brand, of their own volition. Imagine if you decide to formally engage such advocates and run an advocacy campaign. Auris allows you to follow these advocates and measure their effort and contribution to your brand.

Tracking an advocacy campaign can help effectively execute an incentive-based program. Using advocate monitoring you could be very objective and transparent in running such campaigns.

Running advocacy campaigns boosts organic reach and eventually leads to improved conversions. Auris makes it easy for a brand to integrate and implement inbound marketing strategies by helping you identify, engage and track advocates and in running performance-based advocacy programs.


Demography and Sentiment: What Insights can you Get?

This may seem like Marketing 101 but you’d be surprised to know that consumer segmentation and its application to marketing are not widely understood. Consumer segmentation can be done in multiple ways, but primarily in two ways – demographic or psychographic. Auris helps you view your audience segments up close and understand how each of these segments engage with your brand. Such insights can be used to fine-tune your marketing strategy corresponding to each segment.

Do your followers belong to your Target Audience?

Your de facto assumption would be that your followers on digital should belong to your target audience. What if the audience you are speaking to or the audience that is engaging with you is not your target audience? Let us take an hypothetical example of a high-street fashion boutique in Goa. The brand’s hypothesis on the most important demography based consumer segment is as follows:

  • The engaged audience should primarily be females of age group 30-50
  • The audience should be from Goa, given that the boutique is a local business

What would you do if the audience demography as captured by Auris shows a different demography (see charts below)? For instance, what if the demographic insights show a different demographic group being engaged by the brand?

There could be two categories of inferences:

  • Our communication does not appeal to the target group important for the brand.
  • The brand could potentially focus on a newer segment which already shows affinity towards it.

Some radical ideas emerging out of such demographic insights could point to newer strategies. For example, the brand could consider creating a new line of apparel for males in the age group of 30-50. Or perhaps to open newer stores in cities where there is a relatively higher buzz and brand affinity already. A simpler idea would be to change your advertising strategy to target the audience you wanted to engage and publish content which appeals to your segment.

demographic snapshot

What are your followers interested in?

Imagine what you could do if you knew precisely what your audience wants. Auris offers psychographic insights of your followers. Let us assume that Auris shows the following psychographic data for a smartphone brand’s followers across the web.

consumer interests snapshot

Going by these interests, you could consider creating content that correlates with what the audience wants. Your advertising could be directed to the channels which are most viewed by your audience.

How do your followers feel about you?

Sentiment Analysis offered by Auris helps you understand what your audience feels about your brand. This information helps you assess the health of your brand w.r.t. each of your consumer segments.

If the consumers who are positively engaged with your brand correspond to the segment you wanted to appeal to, you are doing well. If your target audience overlaps with consumers who are not happy, perhaps it is important to make interventions to identify the root cause and remedy the cause of unhappiness. Auris can come in handy here.

Understanding the channels and the sentiment of consumers on these channels also helps. You can create a platform specific strategy to improve your brand’s health, focusing especially on those channels where your brand sentiment took a beating.

sentiment by channel

We’ve merely gotten warmed up here. There are a variety of actionable insights that you could derive by looking closer at the segments of your interest. Deep dive to explore insights by consumer segments!