Know Your Opponents, Grow Your Fans
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Transcript of Know Your Opponents, Grow Your Fans
Know Your Opponents, Grow Your Fans
Understand what your competitors are doing and how to improve your marketing playbook.
Information Overload
Meet Jeff
Where Jeff Should Begin
1. Find where his target audience is located online
2. Find out what his competition is doing
3. Put it all together and build an online marketing playbook
4. Use contests to blend online marketing channels
Finding Jeff’s Target Audience Online
35 Years or Older, with a College Education that makes over $100k
Quantcast.com• US Demographics
Awesome! – Get a break-down of what types of visitors are going to an individual site.
• Audience Also LikesFind out what other sites a visitor will go.
• Site Found By These KeywordsLearn what keywords sites are being found under.
3 Steps to Finding Your Audience Online
1. Use Quantcast.com to find the demographics of your website
2. Compare and match up with the demographics of top online sites or niche networking sites
3. Find additional possibilities through Quantcast’s “Audience Also Likes” section.
For example: Users of tagged.com also visit urbanchat.com – which directly matches their top demographic.
Top Five Social Media NetworksTwitter LinkedIn MySpace Google+
Facebook Twitter• 32% are over 35
years old
• 32% make $100k or over
• 53% has college or grad. School education
• 38% are over 35 years old
• 30% make $100k or over
• 51% has college or grad. School education
Making the Cut
Getting to Know Jeff’s Competition
Stay ahead by figuring out what’s working for your competition
• Who has the most/least traffic?
• Who has the most/least search volume?
• Who has the best success with organic traffic?
• How are people searching for the competitors?
• Are there geographical areas that are week and can be exploited?
• Are his competitors using paid search?
• What size budget is required to compete within paid search?
• Is social media working? What’s effective in this industry?
Jeff Needs to Find Out…
MOST/LEAST TRAFFICwww.compete.com
Compete.comCompare up to 5 Sites at Once
•Traffic Levels with Monthly and Yearly Change
•Number of search terms associated with site
•Other website that refer traffic
•Top destination sites
•Top tags associated with websites
Using Compete.com
Jeff finds Competitors with the Most/Least Traffic
Most Traffic
1.Hilton.com
2.Marriott.com
Least Traffic
1.Sheraton.com
2.CrownePlaza.com
SEARCH VOLUME, TERMS AND GEOGRAPHY
Google Insights for Search
Google Insights for Search
Compare up to 5 Keywords at Once
•Search Trends (insights)– Seasonality– Upward/Downward Trends– 12 Month Forecast
•Searches by Geography•Top Search Terms•Breakout Search Terms
http://www.google.com/insights/search
Using Google Insights for Search
Refining Search Phrases to Get Accurate Data
The search phrase we used to understand the search volume for the hotel chain Hilton was:
hilton -prez -perez -paris -hannah -hanna -head
Why? What does that all mean?
If we were to just search for “hilton”, we would have search volume numbers from people searching for “paris hilton”, “perez hilton”, “hilton head”, etc…
“-” means “exclude”
Use the minus sign in your keyword searches to exclude that word from the search results. The results below show this in action:
Jeff finds Competitors with the Most/Least Search Volume
Most Search Vol.
1.Hilton.com
2.Marriott.com
Least Search Vol.
1.CrownePlaza.com
2.Sheraton.com
Jeff Learns How Consumers are Searching For his Competitors
Use these to identify how people are searching for the competition and what search phrases are soon becoming popular.
Jeff Finds Geographical Locations where His Company is Strong and his Competitors are Not
Cro
wne
Pla
zaH
yatt
She
rato
nH
ilton
Mar
riott
COMPETITOR SOCIAL MEDIA ACTIVITY
BizShark.com | Facebook.com | Twitter.com
Jeff Determines the Effectiveness of Social Media
Jeff Views Competitors in Facebook(2010)
Community Page – Not moderated
by company
Community Page – Not moderated
by company Company Page –
Maintained by Hilton
Company Page –
Maintained by Hilton
Competitors in Facebook (2011)
Getting Better! – Now a managed page and custom
tabs!
Getting Better! – Now a managed page and custom
tabs!
Great! – Had a head start and now
pushes engagement through incentives
(giveaways)
Great! – Had a head start and now
pushes engagement through incentives
(giveaways)
Jeff Finds Potential Engagement on Twitter
Tips for Advanced Searches within Twitter
http://search.twitter.com/advanced
COMPETITOR PAID AND ORGANIC PERFORMANCE
Spyfu.com
SpyFu.com• Paid Search History, Ad Variations
and Details
• Paid Vs. Organic Traffic Rankings
• Top Paid Keywords
• Top Paid Competitors
• Top Organic Keywords
• Top Organic Competitors
• Other Domains Owned
• Sub Domains
• Up to 3 site comparisons for:
– Paid Keyword Overlap / # of Keywords / Paid Search Spend
– Organic Keyword Overlap / # of Organic Results
Jeff Identifies Competitor Paid Search Efforts
8,606 Keywords are used by all
three top competitors
8,606 Keywords are used by all
three top competitors
4,253 Keywords overlap between Hilton and Hyatt
4,253 Keywords overlap between Hilton and Hyatt
20,915 Keywords
overlap between Hilton and
Marriott
20,915 Keywords
overlap between Hilton and
Marriott
6,726 Keywords
overlap between Hyatt and Marriott
6,726 Keywords
overlap between Hyatt and Marriott
By Targeting these
keywords, Jeff could help keep costs
down by only competing with the #3 competitor
instead of all.
By Targeting these
keywords, Jeff could help keep costs
down by only competing with the #3 competitor
instead of all.
Jeff Identifies Competitor Paid Search Efforts (cont.)
This is a good indicator that Paid Search is working for this industry.
This is a good indicator that Paid Search is working for this industry.
Estimated Spends:
Hilton.com$59,650 - $77,570 / day
Marriott.com$37,350 / day
Hyatt.com$32,350 - $51,000 / day
Jeff Identifies Competitor Organic Search Efforts
Hilton may be spending
more in paid search, because
Marriott is generating
more results organically
Hilton may be spending
more in paid search, because
Marriott is generating
more results organically
Jeff is able to pick and choose the organic words from the overlap chart that only competes with one of the competitors instead of all three.
DETERMINING PAID SEARCH BUDGET SIZE
Google External Traffic Estimator
Google External Traffic Estimator
• US Search Volume
• Estimated Cost-per-click (CPC)
• Estimated Ad Positions
• Estimated Daily Clicks
• Ad Competition / Keyword
• Daily Summary (CPC, Clicks and Total Cost)
Compare multiple Keywords at Once
Using Google Traffic Estimator
Leave Blank to estimate for the #1 thru #3
spots
Leave Blank to estimate for the #1 thru #3
spots
Jeff Determines Budget Requirements for Paid Search on Google
Keyword Comp. Est Avg. CPC Est Ad Pos Est Daily Clicks Est Daily Cost Local Monthly Searcheshilton 100% $1.63 1.56 6,450 $10,525.58 13,600,000 marriott 100% $1.54 1.26 4,278 $6,678.23 9,140,000 sheraton 100% $2.72 1.6 2,460 $6,705.90 2,740,000 hyatt 100% $1.95 1.53 1,877 $3,653.25 4,090,000 crowne plaza 100% $2.19 1.52 697 $1,524.90 1,000,000
Estimated Total Search Volume: 30,570,000
UNDERSTANDING WHAT IT ALL MEANS
Summary of Collected Data
Data Summary
Data Summary (cont.)
Jeff Builds a Marketing Playbook
There’s more data than ever out there. Knowing how to use it, test concepts and
track performance are now core skills.
SELF-PROMOTING CONTESTPlaybook Strategy
Combining Contests, Email and Word-of-Mouth
• Jeff chooses Blazon to automate a majority of the contest creation tasks:– Creating a landing page
– Picking a winner
– Managing multiple contests at once
– Contestant management, filtering and email communication.
• Creates widgets for entry forms, contest activity and sponsorship widgets that can be placed in multiple locations online.
• Bridges the gap between email and social media.
Using Blazon
Jeff Defines His Contest Parameters
• Prize: Two nights in the Presidential Suite
• One entry for each field completed on the entry form
• Two month duration
• Maximum spend of $5,000
PAID SEARCH CAMPAIGNSPlaybook Strategy
Google Paid Search Targeted by Keywords and Geographical Location
• Promoting the hotel group and the contest.
• Run for at least eight weeks to gather the necessary data to allow for educated business decisions on continuation of the campaign.
• Include a budget of $5,000 per day. This will provide enough room to test out various ads and keyword combinations within the eight week pilot.
• Target major metros in the Pacific Northwest and the Midwest.
• Tracked through Google Analytics + AdWords reporting to ensure that the traffic generated is quality.
Facebook Paid Search Targeted by Demographics
• Run for at least eight weeks to gather the necessary data to allow for educated business decisions on continuation of the campaign.
• Include a budget of $1,000 per day. This will provide enough room to test out various ads within the eight week pilot.
• Target by age and education level
SOCIAL MEDIAPlaybook Strategy
Playbook Strategy: Social Media Content Ideas
Overall Playbook Process
1. Understand the environment before jumping into campaigns
2. Start small and test the waters (find out what works first)
3. Maximize the effective strategies and minimize the ineffective
4. Track Everything
5. Rinse and Repeat (things change quickly, make sure you stay on top of what is going on out there)
JEFF ROCKSThe Campaign is a Success
Jeff Defeats Info Overload
• Understands what the marketing environment is like out there
• Found out where he could be most effective
• Leveraged contests to build a direct communication database
• Identified how to track and improve
• Started a marketing playbook that will continue to change and increase efficiencies