Recommended
Recommended
More Related Content
Similar to Strategic Insights Study Competitive Analysis
Similar to Strategic Insights Study Competitive Analysis (20)
Recently uploaded
Recently uploaded (20)
Strategic Insights Study Competitive Analysis
- 1. Pentonmarketingservices.com | 1 3M ABB Social Engagement Content Opportunities Competitive Analysis
- 2. Pentonmarketingservices.com | 2 Competitive Share of Voice A total of 2,845 mentions were analyzed over the last 12 months. Nomex® 3M Estimated Total Mentions 598 2,247 Sentiment Positive 47% 49% Neutral 41% 40% Negative 12% 11% Total Twitter Mentions of Brand 103 910 Total Retweets 32 101 Total @ Replies 4 15 Twitter Profile Activity Total Followers 25,211 23,538 Total Posts 103 910 Total Impressions 308,678 2.1M Facebook Fan Page Fans 41,249 27,249 Avg. Likes + Comment per Post 76|2 99|4
- 3. Pentonmarketingservices.com | 3 3M CONSUMER-BASED Most of 3M’s brand conversation is around home and window insulation products, as well as insulating tape, which gives DuPont™ an opportunity to fill a gap. 3M AUDIENCE-BASED UX ON WEBSITE Login-only section that contains materials and documents specifically for distributors. Separate documents & resources center for OEMs to reference. Website segmentation per target audience: Electrical Utility, Commercial & Industrial, OEM. ABB LEADING INDUSTRY The brand is leading in content geared towards the electrical engineering audience, and thought leadership around transformers, especially regarding energy efficiency. OTHER BRANDS MENTIONED Pucaro – A member of the ABB group, they offer training to their employees to enhance their skills. ITW Formex – Not producing content but being discussed through industrial fabricators Qualitrol Corporation – Producing whitepapers around a number of industry subjects, including power transformers and insulation testing Key Competitive Insights 3M’s audience-based website UX; ABB leading industry in content creation
- 4. Pentonmarketingservices.com | 4Pentonmarketingservices.com | 4 DuPont™ and 3M comparison conversations mostly around clothing, honeycomb, double sided tape. 3M has attractive product selection guide that helps the customer visually understand and see each product and what it’s best function is. 3M has social pages dedicated to their electrical sector: YouTube channel and videos dedicated to specific products (Little conversation around new ThermaVolt paper.) Blog around products and solutions, company and industry happenings, 3M industry videos, links to social channels. Competitive Analysis: 3M Social Engagement Creates thought leadership and sharing opportunities.
Editor's Notes
- As we discussed on the midpoint, 3M was the only competitor we saw that was generation mentions across the internet. Here we see it laid out, roughly 2,200 mentions to Nomex’s 600. While we see that DuPont’s follower count on Twitter is higher, this is the overall DuPont channel we’re looking at here, to 3M’s overall as well. So these can’t really be counted in terms of electrical insulation-focused channels.
- Not a lot changed on the competitor-front from the midpoint, as we had established confirmation that the chinese competitors were not yielding any results, and while 3M mentions are a bit consumer-focused, their website user experience is superior. Including great resource centers for OEMs to reference, documents for distributors, product comparisons, and an easy to navigate website due to the concept of segmenting the website by target audience. Regarding content being shared though, ABB is leading that front, pushing content regarding popular industry topics like energy efficiency. Other brands that we’ve listed here do have some great content in terms of training for employees, which is a big concept we cover later as it’s important for the engineers to have ongoing education, to help continuously enhance their skills and keep up with the latest technologies and industry standards.
- The biggest points on here that I want to point out is the visual product guide that 3M has – it’s more than just a description of how the product works, but a more visual way to understand the product and see what it looks like. An even better addition to this type of content would be to include a link to a video or product demo, instructing a user on how it works, bringing them to the conversation stage, rather than staying stagnant in the consideration phase. The other points include the fact that 3M has dedicated electrical social channels which allows them to be more engaging with their audience and reach them with relevant content.