Social Business Intelligence      Assessing the Competition
“There have always been companies who have useddata to inform their marketing and those who have been foolish enough to fl...
Agenda   Why assess the Competition?   What to assess regarding the Competition   Listening   Monitoring basics   Usi...
Why Assess the Competition? There is an amazing amount of information on your  competitors in the social web waiting to b...
What To Assess at the Competition?   WHAT are your competitors doing on the social web?   WHAT are they saying?   WHEN ...
Listening is the Key to Engagement All Social Media initiatives need to start with Listening    • Understand where you ar...
Results You Should Expect Competitors and their most active team members, names  of the competitors‟ customers, names of ...
Competitive Monitoring Basics Monitor the key competitors:  • brand  • products and services  • key executives  • key par...
Competitive Monitoring Basics Identify:   • the places and spaces the competition is active   • the competitors customers...
Use Basic Search to BeginGoogle Alerts           Basic Google Search
Advanced Competitive Monitoring Requires a Social Business Intelligence tool with more  sophistication than Google Analyt...
Using Social NetworksSuggestions for Key Network Tools
Using LinkedIn Company Pages are a  great place to start  tracking competitors  • See how many employees    are in Linked...
Using LinkedIn Check the company statistics:   • Where employees worked     previously   • Where employees have left     ...
Using LinkedIn Check out which groups  your competitors  employees are active in –  by looking through  relevant groups. ...
Using Facebook           Search for the Fan Page            through Google search or            Facebook „Browse all Page...
Using HyperAlerts            Great way to track your             own Facebook page as             well as your competitor...
Using Twitter Use Twitter Search,  Google Search or their  website to find their  Twitter Handle What kind of content ar...
Using Twitter          You can see all of your           competitors followers          This could partly be their      ...
Other Twitter Tools Tweepi allows you to see follower details all on one  screen, including:   • Bio information   • Loca...
YouTube Check out your  competitors‟ video  marketing strategy by  finding their YouTube  channel and seeing what  types ...
Social Mention Real-time social media  search engine to find your  competitors on other  social networks, and view  menti...
Geo Location Networks Are your competitors taking advantage of Foursquare,  Gowalla, Facebook Places, Whrrl or other loca...
Local Search Be sure to check out your competitors‟ profiles on review  sites such as Yelp, Merchant Circle, Google Place...
Competitive Marketing InsightsFind Competitive Keywords            Search Marketing Tools Don’t forget Google Adwords tools
Q & A Networks          Use sites like Quora and           Yahoo Answers          Keep tabs on competitors          See...
Forums and Bulletin Boards Boardreader - don‟t just  focus on social media!  Some of the strongest,  most loyal community...
Bonus – for the Machiavellian Pipl for truly scary details  on people you wish to  track Klout to see if they matter  or...
Summary     Social Networks are a      rich source of competitive      data     Start simple and build to      more comp...
Thank You           Contact UsAddress:   iGo2 Group Pty Ltd           153 Walker Street, Level 8           North Sydney 20...
Upcoming SlideShare
Loading in …5
×

Social business intelligence assessing the competition

1,883 views

Published on

There is an amazing amount of information on your competitors in the social web waiting to be unlocked

Differentiating your brand and your organisation presumes you know what your competition is doing

Creating a smart strategy for customer engagement means knowing what your competition is doing

Competitive analysis can help you understand what works and what does not.

Published in: Business, Technology

Social business intelligence assessing the competition

  1. 1. Social Business Intelligence Assessing the Competition
  2. 2. “There have always been companies who have useddata to inform their marketing and those who have been foolish enough to fly blind. It‟s hard to say whether the greater accessibility of big data will be of benefit to theformer group and a wake-up call to the latter. I also ama big proponent of „small data,‟ with particular relevance to brands or even individual products.” Neil Glassman
  3. 3. Agenda Why assess the Competition? What to assess regarding the Competition Listening Monitoring basics Using the social networks Marketing insights Summary More resources
  4. 4. Why Assess the Competition? There is an amazing amount of information on your competitors in the social web waiting to be unlocked Differentiating your brand and your organisation presumes you know what your competition is doing Creating a smart strategy for customer engagement means knowing what your competition is doing Competitive analysis can help you understand what works and what does not.
  5. 5. What To Assess at the Competition? WHAT are your competitors doing on the social web? WHAT are they saying? WHEN are they engaging? WHERE are they engaging? HOW are they engaging? HOW are they perceived? WHO are the key people at your competition? WHO are your competition engaging with?
  6. 6. Listening is the Key to Engagement All Social Media initiatives need to start with Listening • Understand where you are • Understand the topics and issues of interest • Creation of meaningful goals for your own initiatives The creation of a Social Business Strategy requires: • An agreed goal/s • A resource plan to support it • Knowledge of what your competition is doing • A set of metrics to measure progress Listening to competitors and their networks provides: • Future key hires • Insight into programs, tactics and strategies • The means to differentiate and stay ahead
  7. 7. Results You Should Expect Competitors and their most active team members, names of the competitors‟ customers, names of the competitors‟ partners and alliances Contributor, users, influencer… Understanding of issues your competitors are dealing with – their own and their customers issues Emotions, sentiment around their brand, products, services and teams Places and spaces = they and their entire ecosystem are present
  8. 8. Competitive Monitoring Basics Monitor the key competitors: • brand • products and services • key executives • key partners • with the same tags as keywords that you use Use Word Clouds to assess whether competitors are using different keywords
  9. 9. Competitive Monitoring Basics Identify: • the places and spaces the competition is active • the competitors customers activity, discussion and sentiments • the influencer of the competitors teams and those of their partners • the competitor‟s partners activities Create a factual analysis with some initial thoughts Facts lead to a competitive threat analysis
  10. 10. Use Basic Search to BeginGoogle Alerts Basic Google Search
  11. 11. Advanced Competitive Monitoring Requires a Social Business Intelligence tool with more sophistication than Google Analytics Can be done as a research project to develop initial social business strategy Always active – opportunities come along every day! Should be as real time as possible Must include Share of Voice analysis Must include comparative demographics
  12. 12. Using Social NetworksSuggestions for Key Network Tools
  13. 13. Using LinkedIn Company Pages are a great place to start tracking competitors • See how many employees are in LinkedIn • See how many followers they have and who they are • See what Products and Services they have and how they are described • See how YOU are connected to the competition either directly or through your network
  14. 14. Using LinkedIn Check the company statistics: • Where employees worked previously • Where employees have left to go • Who are the most recommended employees • Growth in LinkedIn presence Follow the competitors • Get alerts on promotions, departures, open positions and new hires
  15. 15. Using LinkedIn Check out which groups your competitors employees are active in – by looking through relevant groups. You may want to be there as well. Check out the Twitter accounts of key competitor employees if listed and follow if appropriate
  16. 16. Using Facebook  Search for the Fan Page through Google search or Facebook „Browse all Pages‟  To see all the tabs etc you need to become a Fan  Check out their activity and Fan engagement  Check out which Pages they Like  What content is being posted and is it driving engagement? How does this impact you?  Consider a FB ad to the followers of your competitors
  17. 17. Using HyperAlerts  Great way to track your own Facebook page as well as your competitors  Can send the alerts to any email address – not just your Facebook email  Can track any Page  Can set frequency of your alerts  Can include posts, comments, own content
  18. 18. Using Twitter Use Twitter Search, Google Search or their website to find their Twitter Handle What kind of content are they posting? Who are they following? What kind of conversations are they having?
  19. 19. Using Twitter  You can see all of your competitors followers  This could partly be their client list  Do a search on Twitter for the replies to their username, @mycompetitor, and you will see valuable information  Monitor the @mentions of your competitors for fan sentiment
  20. 20. Other Twitter Tools Tweepi allows you to see follower details all on one screen, including: • Bio information • Location • Number of followers and following • Number of updates and even when they last tweeted. Great for analysing competitors‟ followers
  21. 21. YouTube Check out your competitors‟ video marketing strategy by finding their YouTube channel and seeing what types of videos they post and their popularity through number of Likes and comments
  22. 22. Social Mention Real-time social media search engine to find your competitors on other social networks, and view mentions about your competitors Also has an alerting feature Also try „Backtype‟ to track URL or person.
  23. 23. Geo Location Networks Are your competitors taking advantage of Foursquare, Gowalla, Facebook Places, Whrrl or other location- based social media? Find out and be sure your company is “check-in” friendly if applicable. See if they are running location based deals Use tools like „Venture Labs‟ to understand the level of checkins, sentiment, issues, demographics of those checking in. Create „nearby specials‟
  24. 24. Local Search Be sure to check out your competitors‟ profiles on review sites such as Yelp, Merchant Circle, Google Places and more to find out if they‟re garnering reviews from their customers, sharing discounts and taking advantage of local search to dominate in search results.
  25. 25. Competitive Marketing InsightsFind Competitive Keywords Search Marketing Tools Don’t forget Google Adwords tools
  26. 26. Q & A Networks  Use sites like Quora and Yahoo Answers  Keep tabs on competitors  See what others say about them  Post specific questions regarding them
  27. 27. Forums and Bulletin Boards Boardreader - don‟t just focus on social media! Some of the strongest, most loyal community members can be found in forums Boardreader will help you find your competitors and conversations about them on forums and message boards throughout the web
  28. 28. Bonus – for the Machiavellian Pipl for truly scary details on people you wish to track Klout to see if they matter or not Backtype to see the competitors social impact Slideshare to see how much content they are creating and sharing on this medium
  29. 29. Summary  Social Networks are a rich source of competitive data  Start simple and build to more complex tools  If there is a lot of data to research enlist the help of a specialist Social Business Intelligence organisation like iGo2  Competitive analysis requires resources, time and knowledge.
  30. 30. Thank You Contact UsAddress: iGo2 Group Pty Ltd 153 Walker Street, Level 8 North Sydney 2060 AustraliaEmail: contact@iGo2Group.comPhone: +61 2 9954 0070Website: www.iGo2group.com

×