Courtesy of Web Marketing Academy. How to do a Facebook Competitor Analysis. Organic and Paid Competitor analysis

1. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Competitor Analysis: Facebook 2018
Goal: How to do a competitor analysis on Facebook. A template that you can use to analyze
what works for your competitors and what you can learn from them, how to use it for my
own company/business.
(Disclaimer: Name of the competitors and analysis is to give good examples and samples, no
intent to pick on any reference made in this document)
Name of the competitor: Digital Marketer: https://www.facebook.com/digitalmarketer/
About: Premier online community for digitals marketers. The #1 Source for Up-To-Date
Digital Marketing Tactics and Strategies (useful resources for any digital marketers)
Target audience: Digital Marketers
Engagement: 383,320 Likes. On an average 20 reactions, 3 shares & good comments
and response from the brand
Why this brand is cool
 The posts represent the brand as fun, convenient way to learn marketing.
 Consistent useful posts for any marketers
 Most of the posts are videos, visual content
 Posts that any marketer can relate to

2. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
The basics:
What did we learn:
 The cover image is their own office image with people working
 The tag line with different colors and a question gets the attention
 The tag line says, who they are/what they do: “The # 1 source…….”
 A logo in the cover image also with other social media icon tells me that in all the
social media channels the brand is same: Digital Marketer
 Call to action, send message and below that you see responsive to messages
 Navigation – I can see links to Instagram, Community, Events
 Product/service has a good picture showing the fun culture of the company

3. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Key takeaways for my company/business:
1. Revamp our Facebook cover Image:
 Add latest high resolution image for the cover photo
 Keep changing the images every week
 Add video to cover photo
 Test slideshow for the cover image with recent events
 Have a bit.ly URL to useful resource/blog/ebook in the cover image
 Come up with a tag line clearly stating who we are what we do
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________

4. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Action items/deadline for cover image
Goal Activities Person responsible Deadline
RevampFB cover
image
- Short list high resolution
image
Rahul/Suresh July 10th
Week 1: Customer story
video. (10 secs)
- Use existing video
- Shoot new videos
- Rahul to shortlist
customers
- Suresh gets
permission from
customers
July 25th
Week 2: Slideshow of
recent event (6 slides)
- Short list images
- New image from
upcoming event
Rahul July 7th
Week 3: Share Culture
- Short list images
- New image about our
culture
Rahul July 15th
Week 4: Share an image
with useful tool/tip
- New image
- Tool – Canva
- Bit.ly link to Canva blog
- Rahul for image
- Siddhi for
content/link/tagline
July 20th

5. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Product/Services section:
What did we learn:
 About the company
 The cover conveys the fun culture
 It says Who we are
 Within 3 lines of content, the message is conveyed
 Once you click on see more you get to this page

6. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

7. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

8. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

9. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
What did we learn:
 Long form of text nicely formatted
 Use of numbers like 1,2,3 is easy to digest the content
 A bolded sub heading saying” It’s like Netflix for Marketers!” Catchy, grabs the
attention
 Use of Upper cases, sentences, bolded, words like step by step, numbers, ( ), …. “ “
 Meet your 10,000 New Best Friends – Personalized, Use of numbers and relatable
 Call to action with a question, casual tone of voice – A link to a specific landing page
with special invitation, You’re Invited with a video and start my trail call to action
again
Key takeaways for my company/business:
2. Fine tune our product/service section in Facebook:
 Come up with another cover picture for product/service page
 Fine tune the content – The message we want to convey
 Add call to action in the end or middle of the content
 Format the content, so that its easy to read and understand
 Create a new landing page or link to a page with customized video
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________

10. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Action Items for Product/Service section
Goal Activities Person responsible Deadline
Fine tune the
content andlinkof
product/service
section
- Short list high resolution
image
Rahul July 10th
Fine tune content
- If using long form of
content, think of
formatting
- Updated new content for
this page
- Suresh to work
with content team
- Content team
brainstorming to
come up with new
content ideas
July 25th
Landing page
- Create new landing page
- Use existing landing page
- Fine tune existing
landing page
- Rahul – Shoot new
video
- Technical team to
create new landing
page
- Siddhi working
with Suresh to come
up with new content
July 7th
Short Description
- The 1st three lines of
content should convey the
message
- Suresh to work
with content team
and come up with
short description
July 20th

11. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Top Post:(Pinned)

12. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
What did we learn:
 The first post is a pinned post with video saying this is who we are
 With 122 K views, 2K reactions, 296 comments and 295 shares
 Highlight the top engaging videos instead of the latest posts
Key takeaways for my company/business:
3. Fine tune our pinned post in Facebook:
 Come up with another cover picture for product/service page
 Fine tune the content – The message we want to convey
 Add call to action in the end or middle of the content
 Format the content, so that its easy to read and understand
 Create a new landing page or link to a page with customized video
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________

13. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Action Items for Pinned post
Goal Activities Person responsible Deadline
PinnedPost Video
New Video or Existing
video for pinned post
- Brain storm with the
team for new video
Team Sep 10th
For New Video
- Images
- Content for videos
- Usage rights
- Suresh to work
with content team
- Customers, staff Sep 25th
Story board for video
- Message of story
- Content for story
- Frame by frame timeline
- Team working
external expertise
for stories Sep 7th
Shooting & Editing
- Equipment
- Time, date
- Location
- People
- Editing
- Approval
- Rahul working with
the team, staff &
customers Sep 20th

14. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Facebook Organic Posts:

15. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

16. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

17. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
What did we learn:
 1 or 2 organic posts a day
 Use of emjoi’s in the description
 Mostly video posts
 Mix of links and videos
 Mix of short and longer descriptions with links (bit.ly to track)
 Useful resources, news, updates, how to’s and promo to other content like launch of
podcasts with links
 Decent engagements for posts
 Good interaction with the users who comment on the post
 More resources posted in the comment sections for further references
 Mix of fun activities within the company culture
Key takeaways for my company/business:
4. Fine tune our organic posts in Facebook:
 Come up with a theme based content calendar for organic posts
 Allocate resources to comment, interact with users
 Useful links, resources and tractable URL’s for posts
 Content format – Preferably video content
 Title, description, emoji’s for organic posts
 Use of hashtags in the post, tagging, check-ins
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________

18. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Action Items for Organic posts
Goal Activities Person responsible Deadline
Organicpost
Content calendar for post Pooja – Social media
strategist
Siddhi – Content
team
Daily
Interact with users
- More resources
- Engage with users
- Links shared
- Pooja to monitor
manually or using
tools to listen
Daily/As &
when it
happens
Frequency of posts
- Daily
- At least one post a day
- Content team and
social media team
- Have videos, post
ready
- Description, title
links
Daily
Posting & measurement
- Analytics
- Facebook Insights
- Traffic, engagement
tracking
- Working with
analytics
- URL builder Ongoing

19. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Facebook Ads:
(NEW) Now you can see Info & Ads for any brand. Tip: You have to select the country
to see ads which is not targeted for India for example. Change the country and you
should see ads

20. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

21. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

22. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

23. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in

24. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
What did we learn:
 So much to learn
 The title & description (Ad copy)
 Proper use of Images, videos
 Length of the ad copies
 Links included one in the middle and one at the bottom

25. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
 Call to actions like download now, sign up now
 Short videos – a preview of what you can get
 Free templates and useful resources for any marketer
 Customized landing pages relevant to ads and getting leads via email
 Cross promoting blog posts, free guides, templates
Key takeaways for my company/business:
5. Ideas for our Facebook Ads:
 Identify goals for ads – Brand awareness, traffic, engagements
 Come up with a budget for Ads
 Define the frequency of ads
 Images, videos, creative for the ads
 Identify the target audience
 Define what you like to advertise
 Create specific landing pages, call to action
 Title, description and content for ad copy
 What metrics we like to measure? traffic, engagement, leads, sales, ROI
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________
 __________________________________________________________________________

26. Courtesy of Web Marketing Academy
https://www.facebook.com/webmarketingacademy | www.webmarketingacademy.in
Action Items, deadlines and person responsible for Ads
Goal Activities Person responsible Deadline
FacebookAds
Identify Goals, objectives,
success metrics
- Suresh
- Pooja – Social
media strategist
Weekly
Budget
- For website visits
- For educational content
- Promote events
- Pooja, Suresh &
team come up with
budget for each ads
Weekly
Creatives for ads
- Content including videos,
images, graphics for each
ads
- Title, description for ad
copy
- Content team and
social media team
- Have videos, post
ready
- Description, title
links
Weekly
Ads & measurement
- Targeting, A/B Test
- Facebook Insights
- Traffic, engagement
tracking
- Landing pages
- Working with
analytics
- URL builder
- Content team
Ongoing