Competitive Intelligence - Search & Social Media
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Transcript of Competitive Intelligence - Search & Social Media
Competitive Intelligence
Search & Social MediaPresented by: Jacob
Hagemann
@jacobhagemann
Competitive Intelligence
• Why competitive intelligence?• 3 A’s• 10 Things to remember in CI• CI examples based on search and
social media
Why competitive intelligence?
Total value of market space
51 companies all fighting to get a piece of the pie!
Everybody wants to grow revenue and take market share!At some point someone will get squeezed!Who is it going to be?
Everybody is asking:
What did you do to generate more revenue today?Should they also be asking:
What did you do to not lose revenue today?
My 3 A’s
The “old” Awareness Triangle
ActionAction
AnalyzeAnalyze
AwareAware
We collect rather small amounts of data due to lack of technology.
We analyze what we find important based on the data the we have available!
We take action based on our analysis.
The “New” Awareness Triangle
Aware
Analyze
Action
We collect much more data and have the ability to be much more aware of what goes on!
Our analysis is much more qualified and effective.
Our actions are more specific, targeted and oriented towards making more revenue and protecting existing market positions.
8 pieces of advice when working with competitive intelligence
Take the lead!
Keep it fresh!
Keep looking!
Use Indicators!
Think holistic!
10/90 rule!
Get the right tools!
Competitive Intelligence examples
…from search
Share of Search - Hybrid Cars – US Market
Powered by @hooshtechnology – www.hoosh.com
Search Visibility Drivers- Hybrid Cars – US Market
Powered by @hooshtechnology – www.hoosh.com
Search Mix - Hybrid Cars – US Market
Powered by @hooshtechnology – www.hoosh.com
Newcomers - Hybrid Cars – US Market
Powered by @hooshtechnology – www.hoosh.com
…from social
Engagement by BrandTeen cosmetics – US Market
Powered by @hooshtechnology – www.hoosh.com
Engagement by product categoryTeen cosmetics – US Market
Powered by @hooshtechnology – www.hoosh.com
EYESFACE/SKIN
OUTDOOR SKIN
PROTECTION
ACNE/BLEMISHE
S LIPS NAILS
Maybelline 55% 20% 2% 1% 18% 4% 100%
Sephora 27% 34% 5% 2% 18% 14% 100%
CoverGirl 40% 25% 2% 1% 16% 15% 100%
L'Oreal 34% 31% 3% 2% 16% 13% 100%
Lush Cosmetics 6% 81% 5% 4% 2% 3% 100%
MAC Cosmetics 27% 28% 0% 1% 40% 4% 100%
Volume weighted engagement by Product
Teen cosmetics – US Market
Powered by @hooshtechnology – www.hoosh.com
Most active daysTeen cosmetics – US Market
Powered by @hooshtechnology – www.hoosh.com
Thanks for listening,
If you want to know more, please just come up and ask me or connect on:
Twitter: @jacobhagemannLinkedin: www.linkedin.com/in/jacobhagemann
E-mail: [email protected]