A sample of competitor analysis done for a social media project

1. COMPETITOR SOCIAL ANALYSIS + RECOMMENDATIONS
COMPETITOR ANALYSIS
OVERVIEW
This Document outlines an executive summary of competitor analysis across their main
communications and social channels. This information is used to help create a picture of
competition communities, networks, activity, content archetypes, frequency and paid activities.
Analysis can be like a piece of string therefore, initial research provides and insights with an
outline for further research areas should these be deemed of interest.
You may however, make initial informed decisions from high-level analysis.
INTRODUCTION TO COMPETITOR ANALYSIS
To give context when reviewing competitor analysis it might help to details outlined approach.
Many of your competitors use a variety of different social media and traditional digital channels to
present and deliver their content strategy with varied objectives but mostly around lead
acquisition/conversion.
Competitors
I have currently only reviewed and inputted competitors outlined in the business plan. I would
strongly recommend doing some wider analysis based on competitors groups using keyword
search to assess digital landscape.
Channels
To help focus research/analysis I have chosen the top/popular social channels (based on active
registered users) used for businesses all of which offer paid offerings and some bespoke
services. Please see the channel analysis document for detailed insights into each channels.
Outlined channels include:-
l Google+
l Facebook
l Youtube
l Twitter
l Instagram
l Tumblr
l LinkedIn

2. COMPETITOR SOCIAL ANALYSIS + RECOMMENDATIONS
DETAILED COMPETITOR ANALYSIS - EXAMPLE
Proposition/Offering Mentoring
Competitor Group NED | Business Coach
Channels 6 Active Channels 5
Website www.markrhodes.com
Competitor Key
Terms
mark rhodes coaching motivation success
motivation
Motivation
business
business
motivation
successful
leaders
motivational
leadership
inspiring
leaders
inspirational
leaders
skills of a leader
Channel Features Stats Content
Activity/
Frequency
Syndication
Google+ § Branding
§ Standard
Channel
§ 117
Followers
§ No active
content
§ None No
Facebook § Branding
§ Standard
Channel
§ Signup - to
Free
Course
§ No Groups
§ 8,050 Likes
§ 7981
Follows
§ Website
Offering
Links
§ Ecommerce
- Books
§ Video
§ Blogs/Articl
es
§ Avg 10
Posts P/M
§ Content
Halted as of
May 2016
No
YouTube § Branding
§ Standard
Channel
§ 3719 Views
§ Unknown
Subscribers
§ Video
§ Session
Recordings
§ 1 Post P/Y Yes
Twitter § Branding
§ Standard
Channel
§ Not
Sponsored
Account
§ 2253
Tweets
§ 13K
Following
§ 14.5
Followers
§ Retweets
about him
§ Videos
§ Blogs/Articl
es
§ Personal/
Fun
§ Avg 2-6
Posts P/M
- including
retweets
Yes
LinkedIn § All Star
Profile
§ Company
Page
§ 500+
Connection
- Profile
§ 81
Followers -
Company
§ Company
Page - No
Content
§ Profile -
Followed to
assess
§ Company -
None
§ Profile -
Followed to
assess
Unknown

3. COMPETITOR SOCIAL ANALYSIS + RECOMMENDATIONS
In Summary
l Mark has a broad social experience setup
l Not all channels are being used to maximum efficiency - Google+ Not at all. Most content
however, links back to the main website offering
l Big network pool
l Little of no social paid advertising, sponsored content or channel sponsorship
l Mainly video/blogs/article content, however, everything has a CTA, links for further
information
l Minimal and uncoordinated content syndication
l Limited Hashtag use - handy for checking similar content/trends
RECOMMENDATIONS
I feel like I’ve only really scratched the surface on this analysis which could help steer how much
commitment is required to achieve realistic business objectives
l Further Competitor Analysis - Relevant competitor group/key-term based
l Competitor Prioritisation
l Detailed Competitor Analysis - based on prioritisation
l Competitor Keyword Analysis - based on prioritisation
l Channel Selection - Short | Medium | Long
l Chosen Channel Objectives/Approach