Know Your Opponents, Grow Your FansPresentation Transcript
Know Your Opponents, Grow Your Fans Understand what your competitors are doing and how to improve your marketing playbook.
Where Jeff Should Begin Find where his target audience is located online Find out what his competition is doing Put it all together and build an online marketing playbook 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 DemographicsAwesome! – 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 Use Quantcast.com to find the demographics of your website Compare and match up with the demographics of top online sites or niche networking sites 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.
Facebook Top Five Social Media Networks Google+ Twitter LinkedIn MySpace [Demographics not currently available]
24%are over 35 years old (32% in 2010)
30% make $100k or over (32% in 2010)
51% has college or grad. School education (53% in 2010)
38% are over 35 years old
39% make $100k or over
74% has college or grad. School education
Making the Cut Twitter LinkedIn
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 Traffic www.compete.com
Compete.com Compare 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
Jeff finds Competitors with the Most/Least Traffic Most Traffic Hilton.com Marriott.com Least Traffic Sheraton.com 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? “-” means “exclude” 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… 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. Hilton.com Marriott.com Least Search Vol. CrownePlaza.com 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 Crowne Plaza Hyatt Sheraton Hilton Marriott
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 Company Page – Maintained by Hilton
Competitors in Facebook (2011) Great! – Had a head start and now pushes engagement through incentives (giveaways) Getting Better! – Now a managed page and custom tabs!
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 4,253 Keywords overlap between Hilton and Hyatt By Targeting these keywords, Jeff could help keep costs down by only competing with the #3 competitor instead of all. 8,606 Keywords are used by all three top competitors 20,915 Keywords overlap between Hilton and Marriott 6,726 Keywords overlap between Hyatt and Marriott
Jeff Identifies Competitor Paid Search Efforts (cont.) Estimated Spends: Hilton.com $59,650 - $77,570 / day Marriott.com $37,350 / day Hyatt.com $32,350 - $51,000 / day This is a good indicator that Paid Search is working for this industry.
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.
Determining paid search budget size Google External Traffic Estimator
Google External Traffic Estimator Compare multiple Keywords at Once US Search Volume Estimated Cost-per-click (CPC) Estimated Ad Positions Estimated Daily Clicks Ad Competition / Keyword Daily Summary (CPC, Clicks and Total Cost)
Using Google Traffic Estimator Leave Blank to estimate for the #1 thru #3 spots
Jeff Determines Budget Requirements for Paid Search on Google Estimated Total Search Volume: 30,570,000
Understanding what it all means Summary of Collected Data
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 contest Playbook 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.
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 $10,000
Paid search campaigns Playbook 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 media Playbook Strategy
Playbook Strategy: Social Media Content Ideas Sales Promotions Sponsorships Random Occurrences Happy Customers Unique Products Sneak Peeks Fun Things About Your Brand Videos Commercials Events Changes Happening Parties Awards Employee Favorites
Overall Playbook Process Understand the environment before jumping into campaigns Start small and test the waters (find out what works first) Maximize the effective strategies and minimize the ineffective Track Everything Rinse and Repeat (things change quickly, make sure you stay on top of what is going on out there)
Jeff rocks The 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