Claire Cerda
Product Owner & Strategist

Analyzed social media competitive landscape of ad agency's clients

Alma DDB Advertising Agency

May 2012 to January 2013

Problem statement

How might we use social media as a tool to better understand strategies for brands to engage with Hispanic millennials? What brands, organizations, trends, etc. are performing well or resonating with this audience? What recommendations can we make as an agency to our clients for how they should be building out their social media strategies?

Project description

Using Google Analytics and Radian6, and conducting a thorough analysis of social media platforms including Facebook, Twitter, Instagram and Pinterest, I compiled information regarding the number of followers, subscribers, and posts to client and competitor's pages. I was specifically looking for user engagement with the brands, and thinking about what posts generated more engagement among Hispanic/Latino populations.

My analysis not only included quantitative data points, but also screenshots with best practices from client or competitive brands. From my analysis, I was able to make recommendations about how our clients could engage users on social media more effectively and intuitively.

Methodology

  • Social media listening
  • Competitive landscape analysis
  • Quantitative and qualitative research methods

Skills required

  • Organizing data points into information
  • Identifying trends and patterns within data
  • Summarizing findings in insightful and engaging ways for my team
  • Oral and written communication
  • Large group presentations

Tools used

  • Google Analytics
  • Radian6
  • Social media platforms
  • Microsoft Office

Project involvement

I lead the research on this project, compiled the data and presentation, and presented my findings.

Collaborators

I worked on this project with guidance and mentorship from Angela Rodriguez, VP of Strategic Insights at Alma.

Deliverables

A presentation attended by the strategic insights departments at the Miami, Chicago and San Francisco offices, in addition to some creative team members.

 

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Questions

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