Know Your Opponents, Grow Your Fans


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  • Where to find data on you and your competitors Understand what it means and… … build an effective campaign around it
  • A few years ago, people didn’t even know what social media was, let alone how it could be used for business A few years before that, business owners were still trying to figure out the best way to use email 10 years ago, some business owners were still trying to figure out why they needed a web page Today, marketing is changing faster than ever – not only do you need a website, you need to be building you customer database, you need email marketing, now you need a facebook profile, a twitter profile, YouTube profiles and ways to populate it all with content and provide direct engagement!
  • A Marketing Director at a large hotel group who wants to leverage a contest to target people 35 years or older who have a college education and an income of $100k+. He wants to leverage social media to build a fan base of potential customers and needs to be able to directly communicate with them outside of social networks. He sees the benefit in tracking performance and increasing the amount of customer data they can obtain. But , he doesn’t know where to begin…
  • Here’s where Jeff should begin [talk about each point] Pic = Get out of your comfort zone
  • Again, here’s the target audience that Jeff is trying to find
  • Since the target is all about demographics, we’ll start with – a site that, among other things, does a good job of summarizing the demographics of websites
  • The percentages on the left are for the specific site, the numbers of the right are a index compared to the internet average. This helps us see where some sites are stronger than average in specific demographics These are the top 5 social networks as of June 2010 Facebook = 55% female, almost half (42%) are 18-34, 32% make over $100k, over half have college educations YouTube = is the most diverse site of the five MySpace = has an above average amount of 13-17 year olds, with little spending power and no college education Twitter = similar to Facebook in demographics Tagged = 58% female, over half are 35-49 with incomes from $0 - $60k and almost 60% do not have a college education The two sites that fit Jeff’s target demographics the best are Facebook and Twitter, here’s why…
  • Go through the bullets
  • Now that Jeff knows where his audience is located, he can dig a little deeper and find out what is competition is doing.
  • Go through the bullets
  • offers both free data and additional insights with a paid subscription Review the bullets
  • It’s easy to use… just type in 1-5 sites that you would like to view and click “compare”
  • Google insights is extremely powerful There are small updates that are continually made, which continues to increase it’s effectiveness Review the bullets
  • When using Google Insights, you can compare by: Terms Location Time ranges Each one has it’s own value and depends on the data you want to understand. Terms will probably be used the most, but there are times when you want to be able to see search volume comparisons between separate locations or one year vs. another.
  • Make insights do the work for you. Walk users through the sections.
  • Insights also provides access to how people are searching for the words you are comparing. This helps identify variations of what people type to search as well as related terms that are growing in popularity
  • Because Jeff is planning to include paid search within his campaign, understanding where people search for your competition is important. In the composite map, the search volume is highest where the dots are black. Knowing this will help Jeff pick and choose which regions will be most effective and have the highest search volumes
  • This is on a linear scale. Viewing in this format helps showcase which ones are really standing out
  • Across twitter, there are a ton of people that are searching for a hotel. Using the advanced search tools on Twitter, Jeff can narrow searches down by term and geographical location of where the tweets are coming from. This helps Jeff measure possible engagement and conversations that can be started between consumers and his brand. It’s all about dialog and not about sales. A good approach is making sure that people remember your brand on an emotional level and not as a brand that tried to sell them something on Twitter
  • SpyFu also offers two versions (free/pay) It offers amazing insight into what websites are doing in regard to both organic and paid search campaigns
  • This keyword overlap chart shows the number of keywords and the actual keywords, that are common between all three, two sets or are just for the one company. Jeff is able to use this to find keywords that will be good to use in his own campaign.
  • Jeff learns that all competitors are using paid search, this chart shows the top three along with their spends.
  • As blogs became popular – and businesses started picking up how they can be used, we can see a huge increase in the number of results
  • With recent improvements made to the traffic estimator, Jeff can use this to get a good idea of what his budget should be and how much traffic he’ll be able to generate from specific keywords
  • If Jeff wants to be number 1 anytime someone searches, by name, for his top five competitors, he would have to spend $23,000 to $35,000 per day (which would generate 15k-16k clicks) and be exposed to an estimated 30 million searches per month
  • Know Your Opponents, Grow Your Fans

    1. 2. Know Your Opponents, Grow Your Fans Understand what your competitors are doing and how to improve your marketing playbook.
    2. 3. Information Overload
    3. 4. Meet Jeff
    4. 5. Where Jeff Should Begin <ul><li>Find where his target audience is located online </li></ul><ul><li>Find out what his competition is doing </li></ul><ul><li>Put it all together and build an online marketing playbook </li></ul><ul><li>Use contests to blend online marketing channels </li></ul>
    5. 6. Finding Jeff’s Target Audience Online 35 Years or Older, with a College Education that makes over $100k
    6. 7. <ul><li>US Demographics Awesome! – Get a break-down of what types of visitors are going to an individual site. </li></ul><ul><li>Audience Also Likes Find out what other sites a visitor will go. </li></ul><ul><li>Site Found By These Keywords Learn what keywords sites are being found under. </li></ul>
    7. 8. 3 Steps to Finding Your Audience Online <ul><li>Use to find the demographics of your website </li></ul><ul><li>Compare and match up with the demographics of top online sites or niche networking sites </li></ul><ul><li>Find additional possibilities through Quantcast’s “Audience Also Likes” section. For example: Users of also visit – which directly matches their top demographic. </li></ul>
    8. 9. Top Five Social Media Networks Google+ Facebook Twitter LinkedIn MySpace
    9. 10. Making the Cut <ul><li>32% are over 35 years old </li></ul><ul><li>32% make $100k or over </li></ul><ul><li>53% has college or grad. School education </li></ul><ul><li>38% are over 35 years old </li></ul><ul><li>30% make $100k or over </li></ul><ul><li>51% has college or grad. School education </li></ul>Facebook Twitter
    10. 11. Getting to Know Jeff’s Competition Stay ahead by figuring out what’s working for your competition
    11. 12. <ul><li>Who has the most/least traffic? </li></ul><ul><li>Who has the most/least search volume? </li></ul><ul><li>Who has the best success with organic traffic? </li></ul><ul><li>How are people searching for the competitors? </li></ul><ul><li>Are there geographical areas that are week and can be exploited? </li></ul><ul><li>Are his competitors using paid search? </li></ul><ul><li>What size budget is required to compete within paid search? </li></ul><ul><li>Is social media working? What’s effective in this industry? </li></ul>Jeff Needs to Find Out…
    12. 13. MOST/LEAST TRAFFIC <ul><li> </li></ul>
    13. 14. <ul><li>Compare up to 5 Sites at Once </li></ul><ul><li>Traffic Levels with Monthly and Yearly Change </li></ul><ul><li>Number of search terms associated with site </li></ul><ul><li>Other website that refer traffic </li></ul><ul><li>Top destination sites </li></ul><ul><li>Top tags associated with websites </li></ul>
    14. 15. Using
    15. 16. Jeff finds Competitors with the Most/Least Traffic <ul><li>Most Traffic </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Least Traffic </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    16. 17. SEARCH VOLUME, TERMS AND GEOGRAPHY <ul><li>Google Insights for Search </li></ul>
    17. 18. Google Insights for Search <ul><li>Compare up to 5 Keywords at Once </li></ul><ul><li>Search Trends (insights) </li></ul><ul><ul><li>Seasonality </li></ul></ul><ul><ul><li>Upward/Downward Trends </li></ul></ul><ul><ul><li>12 Month Forecast </li></ul></ul><ul><li>Searches by Geography </li></ul><ul><li>Top Search Terms </li></ul><ul><li>Breakout Search Terms </li></ul>
    18. 19. Using Google Insights for Search
    19. 20. Refining Search Phrases to Get Accurate Data 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: The search phrase we used to understand the search volume for the hotel chain Hilton was: hilton -prez -perez -paris -hannah -hanna -head
    20. 21. Jeff finds Competitors with the Most/Least Search Volume <ul><li>Most Search Vol. </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Least Search Vol. </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    21. 22. 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.
    22. 23. Jeff Finds Geographical Locations where His Company is Strong and his Competitors are Not Crowne Plaza Hyatt Sheraton Hilton Marriott
    23. 24. COMPETITOR SOCIAL MEDIA ACTIVITY <ul><li> | | </li></ul>
    24. 25. Jeff Determines the Effectiveness of Social Media
    25. 26. Jeff Views Competitors in Facebook (2010) Community Page – Not moderated by company Company Page – Maintained by Hilton
    26. 27. Competitors in Facebook (2011) Getting Better! – Now a managed page and custom tabs! Great! – Had a head start and now pushes engagement through incentives (giveaways)
    27. 28. Jeff Finds Potential Engagement on Twitter
    28. 29. Tips for Advanced Searches within Twitter
    29. 30. COMPETITOR PAID AND ORGANIC PERFORMANCE <ul><li> </li></ul>
    30. 31. <ul><li>Paid Search History, Ad Variations and Details </li></ul><ul><li>Paid Vs. Organic Traffic Rankings </li></ul><ul><li>Top Paid Keywords </li></ul><ul><li>Top Paid Competitors </li></ul><ul><li>Top Organic Keywords </li></ul><ul><li>Top Organic Competitors </li></ul><ul><li>Other Domains Owned </li></ul><ul><li>Sub Domains </li></ul><ul><li>Up to 3 site comparisons for: </li></ul><ul><ul><li>Paid Keyword Overlap / # of Keywords / Paid Search Spend </li></ul></ul><ul><ul><li>Organic Keyword Overlap / # of Organic Results </li></ul></ul>
    31. 32. Jeff Identifies Competitor Paid Search Efforts 8,606 Keywords are used by all three top competitors 4,253 Keywords overlap between Hilton and Hyatt 20,915 Keywords overlap between Hilton 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.
    32. 33. Jeff Identifies Competitor Paid Search Efforts (cont.) This is a good indicator that Paid Search is working for this industry. Estimated Spends: $59,650 - $77,570 / day $37,350 / day $32,350 - $51,000 / day
    33. 34. Jeff Identifies Competitor Organic Search Efforts 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.
    34. 35. DETERMINING PAID SEARCH BUDGET SIZE <ul><li>Google External Traffic Estimator </li></ul>
    35. 36. Google External Traffic Estimator <ul><li>US Search Volume </li></ul><ul><li>Estimated Cost-per-click (CPC) </li></ul><ul><li>Estimated Ad Positions </li></ul><ul><li>Estimated Daily Clicks </li></ul><ul><li>Ad Competition / Keyword </li></ul><ul><li>Daily Summary (CPC, Clicks and Total Cost) </li></ul>Compare multiple Keywords at Once
    36. 37. Using Google Traffic Estimator Leave Blank to estimate for the #1 thru #3 spots
    37. 38. Jeff Determines Budget Requirements for Paid Search on Google Estimated Total Search Volume: 30,570,000 Keyword Comp. Est Avg. CPC Est Ad Pos Est Daily Clicks Est Daily Cost Local Monthly Searches hilton 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
    38. 39. UNDERSTANDING WHAT IT ALL MEANS <ul><li>Summary of Collected Data </li></ul>
    39. 40. Data Summary
    40. 41. Data Summary (cont.)
    41. 42. 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.
    42. 43. SELF-PROMOTING CONTEST <ul><li>Playbook Strategy </li></ul>
    43. 44. Combining Contests, Email and Word-of-Mouth <ul><li>Jeff chooses Blazon to automate a majority of the contest creation tasks: </li></ul><ul><ul><li>Creating a landing page </li></ul></ul><ul><ul><li>Picking a winner </li></ul></ul><ul><ul><li>Managing multiple contests at once </li></ul></ul><ul><ul><li>Contestant management, filtering and email communication. </li></ul></ul><ul><li>Creates widgets for entry forms, contest activity and sponsorship widgets that can be placed in multiple locations online. </li></ul><ul><li>Bridges the gap between email and social media. </li></ul>
    44. 45. Using Blazon
    45. 46. Jeff Defines His Contest Parameters <ul><li>Prize: Two nights in the Presidential Suite </li></ul><ul><li>One entry for each field completed on the entry form </li></ul><ul><li>Two month duration </li></ul><ul><li>Maximum spend of $5,000 </li></ul>
    46. 47. PAID SEARCH CAMPAIGNS <ul><li>Playbook Strategy </li></ul>
    47. 48. Google Paid Search Targeted by Keywords and Geographical Location <ul><li>Promoting the hotel group and the contest. </li></ul><ul><li>Run for at least eight weeks to gather the necessary data to allow for educated business decisions on continuation of the campaign. </li></ul><ul><li>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. </li></ul><ul><li>Target major metros in the Pacific Northwest and the Midwest. </li></ul><ul><li>Tracked through Google Analytics + AdWords reporting to ensure that the traffic generated is quality. </li></ul>
    48. 49. Facebook Paid Search Targeted by Demographics <ul><li>Run for at least eight weeks to gather the necessary data to allow for educated business decisions on continuation of the campaign. </li></ul><ul><li>Include a budget of $1,000 per day. This will provide enough room to test out various ads within the eight week pilot. </li></ul><ul><li>Target by age and education level </li></ul>
    49. 50. SOCIAL MEDIA <ul><li>Playbook Strategy </li></ul>
    50. 51. Playbook Strategy: Social Media Content Ideas
    51. 52. Overall Playbook Process <ul><li>Understand the environment before jumping into campaigns </li></ul><ul><li>Start small and test the waters (find out what works first) </li></ul><ul><li>Maximize the effective strategies and minimize the ineffective </li></ul><ul><li>Track Everything </li></ul><ul><li>Rinse and Repeat (things change quickly, make sure you stay on top of what is going on out there) </li></ul>
    52. 53. JEFF ROCKS <ul><li>The Campaign is a Success </li></ul>
    53. 54. Jeff Defeats Info Overload <ul><li>Understands what the marketing environment is like out there </li></ul><ul><li>Found out where he could be most effective </li></ul><ul><li>Leveraged contests to build a direct communication database </li></ul><ul><li>Identified how to track and improve </li></ul><ul><li>Started a marketing playbook that will continue to change and increase efficiencies </li></ul>