Maybe* Insights can be used as a research tool to help teams define their social media engagement strategy, brand positioning and go-to-market strategy in a rapidly changing environment.

It enables teams to monitor competitors, evaluate content performance and identify opportunities in the market to reach new customers. You can use Maybe* to first build a birdseye view of an entire sector and then identify opportunities to narrow down to define your strategy.

This guide takes you through step by step how you do this:

1: Review the competitor landscape

Who are the competitors in your industry?

When you know this you will need to add your competitor conversations to Maybe*. To do this, you search for the business by name or their social handles, and will be prompted to add them to your competitor group.

The tools within Maybe* that will provide you with Insight -

Use the Maybe* Insight summary once you have added all of your competitors

What can you learn from this data and the insights it links to within the Maybe* insight builder:

- Whose content is performing the best;

- What your competitors best content is;

- Who has the biggest social media audience;

- Who is the most active;

- Who is the most engaging;

- Who gets the most conversation created about it;

- Who has the most positive brand sentiment;
- Who are the biggest influencers.

How can you apply this insight?

Think about how this data can inform your strategy by asking yourself these questions:

- Do you need to be more active?

- Do you need to increase engagement?

- Do you need more customers talking about you?
- Who do you want to influence and who can be your valuable influencers?

- Are you relying on competitions to drive engagement where competitors are driving engagement by being part of relevant conversations?

- Do you need to improve your customer sentiment or brand reputation?

- What do you think the best tactics or campaigns would be to impact these changes?

2: What are customers saying?

What are customers saying about your brand? What are customers saying about your competitor brands? What are customers saying about topics about your industry, or in key conversations relevant to you?

To answer these questions, you should add key hashtags relevant to your clients that you want to listen to alongside your competitor conversations, and then use the Maybe* What is being said report within the Insight builder tool.

How to use Maybe* What is being said report -

Use the What is being said report to identify common themes and conversation topics you might want to add to your client's content approach

Are any of your customers featuring as your influencers?

From the Who's got influence graph - the bigger the circle the more influence they have:

How will you apply this insight?

Make the recommendations by looking at the conversations. Ask yourself what the common themes and phrases are, and what are the other hashtags you might want to listen to or incorporate into your content?'

3: Identify content and storytelling opportunities.

What are the common themes of conversation and or interest in the conversations around your business?

What are the common themes in your competitor conversations that are driving the most engagement?

To answer these questions you will need the insight you have gained from step 2, and you will need to use the Maybe* see what works report and the best post by engagement filters within Insight Builder.

How to use Maybe* to find this information

- Navigate to Insight Builder

- Add the see what works graphs for the conversations you want to review

- Add the best posts by engagement for Facebook, Twitter and Instagram for the conversation by your competitor brands or about a conversation topic

What can you learn

- What posts perform the best and drive the most engagement

- What are the calls to action in those posts

- Do they have an image, video, a link

- What hashtags are used

- Who else is tagged

- Is the business story being told?

How will you apply this insight?

Review your learnings, what do these posts all have in common conversation and tactics wise. Make recommendations for your own content based upon these learnings

4: Auditing your businesses existing social media output

How is your social content performing?

What is engaging customers the most?

What is engaging them the least?

How do customers feel about the brand?

Is the story you are currently telling in line with your client's key brand messages, or in line with the opportunities you have identified in step 3?

To answer these questions you will need to use the your report tool and select the following graphs from the filters on the left hand side:

- See what works

- What is being said

- How they feel

- Best posts filter

How to use these features within Maybe*

- Navigate to your report

- Choose the see what works, how they feel, what’s being said and best posts for Facebook, Twitter and Instagram:

- Navigate to your posts within the engagement page. Select your date range and filter by most engaged to see the best posts, switch to least engaged to see the worst posts:

What will you learn?

Your report will show you your posts and the engagement with them, the most positive and negative comments about your business, the conversation topics you create the most, the conversation topics your customers create the most about you, and your best posts by engagement for each social media platform. Your posts feature will allow you to see all your clients posts in one place by the most engagement and the least

So, how can you apply this insight? Consider:

- Is the data skewed because of a lot of competitions?
- What posts perform the worst for you?

- What posts perform the best for you?

- Do you need to improve the quality of these posts or do you think you need to get rid of them altogether?

- Is the conversation you are creating landing the key messages about the brand?

- What platforms are working best for engaging customers?

- What type of content seems to work best on each platform.

Use these learnings and answers to these questions to inform your decisions and recommendations.

5: Identify advertising opportunities.

Who do you need to target?

What do you want them to do?

Who are the competitors advertising to?

How can you make your advertising spend work harder?

To answer these questions you will need to decide who you want to target based upon your customer demographic. You can choose to use your email database or page engagement to target people already aware of the business and engaging with it. To find out whether competitors are running advertising, watch the below:

What will you learn?

You can look at any Businesses Facebook advertising by going to their profile page and selecting “Page Transparency” you can then see all of the Ads that are running currently.

How can you apply this insight?

Check to see which competitors are running ads and think carefully about the audiences that you are targeting. This is something we cover in detail in our Masterclasses. Here's a snippet:

- A custom audience allows you to take your Facebook page and Instagram page and build an audience based on who and how it's been engaged with over a period of time.

- Lookalike - this is the clever stuff. So let’s say you have created a custom audience from your page engagement. A lookalike is where you take a custom audience and say find me the top 1% of people who match my existing custom audience. Facebook will then find all the people in your custom audience, and then look for more people it thinks might be similar based solely on their Facebook activity.

- Retargeting is a little trick the Facebook pixel has up its sleeve. Once the pixel is on your site, Facebook will show ads to people who have browsed, but maybe perhaps not purchased; all designed to get people who are showing consideration of your product, to convert.

The Maybe* ads manager makes managing your Facebook and Instagram ads really easy and way more efficient for you. Spot what is working and optimise those ads.

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