How global digital marketing agencies promote
themselves online
Have
you ever wondered about how global digital marketing agencies promote themselves
online?
Using Social Media Check and Social Mention, I compared two competing global digital marketing
agencies operating in the Netherlands: AKQA and LBi (Lost Boys International). It’s
interesting how they differ in social network and keywords used.
Personally,
I like using Social Mention better as it gives you an “Advance Search” option.
This helps you to do a narrower (or wider) and more accurate search. Social
Mention also provides more extensive information about your brand than Social Media Check. Social
Media Check, on the other hand, only monitors brand mentions on Dutch domains. As AKQA is not really active on Dutch social media, using Social
Media Check isn’t really the fairest way to compare both brands.
Here is what I found from 2 days monitoring both brands on Social Mention (I could give you results from 7 days monitoring but it would take you decades to read J).
Here is what I found from 2 days monitoring both brands on Social Mention (I could give you results from 7 days monitoring but it would take you decades to read J).
LBi has more brand mentions than AKQA. LBi had 1 day average per
mention whereas AKQA had 7 days. However, AKQA had higher positive : negative
mention ratio than LBi. LBi had less unique visitors (lower reach) yet higher passion (the likelihood of the authors to repeatedly talking about the
brand) than AKQA. On that day, most brand mentions of LBi came from Youtube, Twitter and Picasa Web. Meanwhile AKQA's mentions came from Youtube, Google_blog and Google_video.
Comparing
the data from both days, you can see that the activity varies depending on the
online activities of each brand. You could
see the differences in key stats from the data above. LBi's mentions were mostly from Youtube and Picasa Web while AKQA's mentions came from Twitter, Youtube and Flickr.
What I
found interesting from the results of 2 days is that most authors of LBi are
from other LBi accounts (owned media), while authors of AKQA vary from
individuals, TV and media (earned media).
So what do
those stats mean? Analysing all the findings roughly, we can conclude that:
- LBi has more activities on owned media, while AKQA generates more mentions from earned media
- As LBi focuses more on their owned media, the authors are considered more loyal in the sense that each author generates more content that AKQA’s author. Most likely, LBi's authors are the employees responsible their social networks.
- Mentions of both brands come mostly from Youtube, Twitter and Picasa Web.
- Most likely, AKQA has different social media objectives than LBi. AKWA uses more relevant keywords to attract clients (s. a. digital and agency) while LBi brought up more casual conversations on its Twitter account.
All in all, I think Social Mention is a great tool to monitor mentions of your brand on weekly basis. Throughout the week, Social Mention provides you with useful information about your online brand exposure in comparison with your competitors. For daily monitoring, however, Social Mention gives you figures that can be misinterpreted as they highly depend on the time that you and your competitors are active on social media. Try both Social Mention and Social Media Check for yourself and see which one suits you better.
Happy monitoring!
ht.
