Notes Version: Know Your Opponents, Grow Your Fans


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Notes Version: Know Your Opponents, Grow Your Fans

  1. 1. 9/30/2011 Know Your Opponents, Grow Your Fans Understand what your competitors are doing and how to improve your marketing playbook.Information Overload 1
  2. 2. 9/30/2011Meet JeffWhere Jeff Should Begin1. Find where his target audience is located online2. Find out what his competition is doing3. Put it all together and build an online marketing playbook4. 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 2
  3. 3. 9/30/2011 • US Demographics Awesome! – Get a break- down of what types of visitors are going to an individual site. • Audience Also Likes Find out what other sites a visitor will go. • Site Found By These Keywords Learn what keywords sites are being found under. 3 Steps to Finding Your Audience Online 1. Use to find the demographics of your website 2. Compare and match up with the demographics of top online sites or niche networking sites 3. Find additional possibilities through Quantcast’s “Audience Also Likes” section. For example: Users of also visit – which directly matches their top demographic. Top Five Social Media NetworksFacebook Twitter LinkedIn MySpace Google+ [Stats coming soon…] 3
  4. 4. 9/30/2011 Making the CutFacebook Twitter • 32% are over 35 • 38% are over 35 years old years old • 32% make $100k • 30% make $100k or over or over • 53% has college or • 51% has college or grad. School grad. School education education Getting to Know Jeff’s Competition Stay ahead by figuring out what’s working for your competition Jeff Needs to Find Out…• 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? 4
  5. 5. 9/30/2011 MOST/LEAST TRAFFIC Compete.comCompare 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 Using 5
  6. 6. 9/30/2011 Jeff finds Competitors with the Most/Least TrafficMost Traffic Least 1. 2. Google Insights for Search SEARCH VOLUME, TERMS AND GEOGRAPHY Google Insights for Search 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 6
  7. 7. 9/30/2011 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 -headWhy? What does that all mean? “-” means “exclude”If we were to just search for “hilton”, we Use the minus sign in your keywordwould have search volume numbers from searches to exclude that word from thepeople searching for “paris hilton”, “perez search results. The results below showhilton”, “hilton head”, etc… this in action: Jeff finds Competitors with the Most/Least Search VolumeMost Search Vol. Least Search 1. 2. 7
  8. 8. 9/30/2011Jeff Learns How Consumers are Searching For his CompetitorsUse these to identify how people are searching for the competition and whatsearch phrases are soon becoming popular. Jeff Finds Geographical Locations where His Company is Strong and his Competitors are NotCrowne PlazaHyattSheratonHiltonMarriott | | COMPETITOR SOCIAL MEDIA ACTIVITY 8
  9. 9. 9/30/2011 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 throughGetting Better! – incentives (giveaways)Now a managedpage and custom tabs! 9
  10. 10. 9/30/2011 Jeff Finds Potential Engagement on TwitterTips for Advanced Searches within Twitter PAID ANDORGANIC PERFORMANCE 10
  11. 11. 9/30/2011 • 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 By Targeting these overlap betweenkeywords, Jeff Hilton and Hyatt could help keep costs 8,606 Keywords down by only are used by all competing three top with the #3 competitors competitor instead of all. 20,915 Keywords 6,726 overlap between Keywords Hilton and overlap Marriottbetween Hyatt and Marriott Jeff Identifies Competitor Paid Search Efforts (cont.) Estimated Spends: $59,650 - $77,570 / day $37,350 / day $32,350 - $51,000 / day This is a good indicator that Paid Search is working for this industry. 11
  12. 12. 9/30/2011 Jeff Identifies Competitor Organic Search Efforts Hilton may be spending more in paid search, because Marriott is generating more results organicallyJeff is able to pick and choose the organic wordsfrom the overlap chart that only competes with one ofthe competitors instead of all three. Google External Traffic Estimator DETERMINING PAID SEARCH BUDGET SIZE 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) 12
  13. 13. 9/30/2011Using Google Traffic Estimator Leave Blank to estimate for the #1 thru #3 spotsJeff Determines Budget Requirements for Paid Search on Google Keyword Comp. Est Avg. CPC Est Ad Pos Est Daily Clicks Est Daily Cost Local Monthly Searches hilton 100% $1.63  1.56 6,450  $10,525.58  13,600,000  marriott 100% $1.54  1.26 4,278  $6,678.23  9,140,000  sheraton 100% $2.72  1.6 2,460  $6,705.90  2,740,000  hyatt 100% $1.95  1.53 1,877  $3,653.25  4,090,000  crowne plaza 100% $2.19  1.52 697  $1,524.90  1,000,000  Estimated Total Search Volume: 30,570,000Summary of Collected DataUNDERSTANDING WHAT ITALL MEANS 13
  14. 14. 9/30/2011 Data Summary Most/Least Most/Least Search Terms, SearchSearch Traffic Geography Volume Most Traffic Most Volume Search Terms • • • Hotel name • • • Loyalty programs • Job postings • Locations of Hotel • Types of Hotels Least Traffic Least Volume Target Geography • • • Pacific Northwest • • • Midwest Data Summary (cont.) Social Organic Paid Search Paid Search Media Search (cont.) Leverage paid search Competitor Search Plenty of engagement All competitors are while organic results Budget Range: possibilities on Twitter using paid search grow $6K - $81K Facebook will require: Target keywords that • Managed business page are used by one or Target keywords used Estimated Daily • Good Content none of the by only one or zero Budget to Compete • Direct dialog with users competitors but still competitors that have with all: • Cross promotion with other have high search high search volumes $23K - $35K marketing channels volumes 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. 14
  15. 15. 9/30/2011 Playbook Strategy SELF-PROMOTING CONTEST 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. Using Blazon 15
  16. 16. 9/30/2011 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 $5,000 Playbook Strategy PAID SEARCH CAMPAIGNS 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. 16
  17. 17. 9/30/2011 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 Playbook Strategy SOCIAL MEDIA Playbook Strategy: Social Media Content Ideas1. Sales 9. Videos2. Promotions 10. Commercials3. Sponsorships 11. Events4. Random 12. Changes Happening Occurrences 13. Parties5. Happy Customers 14. Awards6. Unique Products 15. Employee Favorites7. Sneak Peeks8. Fun Things About Your Brand 17
  18. 18. 9/30/2011 Overall Playbook Process1. Understand the environment before jumping into campaigns2. Start small and test the waters (find out what works first)3. Maximize the effective strategies and minimize the ineffective4. Track Everything5. Rinse and Repeat (things change quickly, make sure you stay on top of what is going on out there) The Campaign is a Success JEFF ROCKSJeff 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 18