Digital Strategy on a ShoestringSkillshare Unit #2Compe!tor analysis

#2 Compe!tor analysis

Here are 6 free tools to help conduct an audit of the competition. This will help to identify industry norms + potential areas to innovate.

Tools in this kit

1.Compete 2.Quantcast3.Open Site Explorer4.Google Blog Search

1.Open Facebook Page analytics 2.Social Mention

Site performance Audience percep!on

This is the Oscar Mayer. He made bacon and wieners that are adored by many. His bacon is eaten at brunch occasions, the challenge is to get bacon lovers to consider bacon in other meals than brunch.

The brief [recapped]

Tools for compe!tor analysisFor this unit we will look at Boars Head, Applegate,

Spam + Tyson as competing brands.

Compete

Tracks website traffic to give approximate monthly hits, referral sources + top keywords from competitors.

compete.com

How to use

Gradually rising in traffic in 2013

Investigate further by cross-checking Google trends to see if this trend is category wide.

Insights recap1. Applegate becoming more and

more popular over 2013. This could be interesting to see if/how this relates to popularity trends in natural + organic food patterns.

QuantcastProvides demographic data on competitor audiences. Helps identify potential audiences that are likely to buy in the category.

Quantcast.com

Use navigation to view data on gender, age, income, education ethnicity + has kids.

How to use

Most popular with people of average income, no kids, 55 - 64 years.

Women over 45 index high. Could mean they run the shopping in the household.

Insights recap1. More women then men purchase

Boars Head. Could be an opportunity to test ad creative + package design with women.

2. Boars head over indexes with 55 - 64 year olds with average income. Brand perception testing of Oscar Mayer with this group could be undertaken.

Open Site Exploreropensiteexplorer.orgShows how the website of your competitors perform in search. Also shows the best search performing pages on sites.

How to use

Shows metrics that effect page rankings on site

Best performing pages for search engines

Heath related pages perform better than product in search

Insights recap1. Boars Head leads the search game.

There is an opportunity for Oscar Mayer to optimize the site with more links to improve search performance.

2. Health & wellness pages among the top performing pages for Boars Head. It is likely that healthy living content is part of their marketing strategy.

Google Blog SearchGoogle.com/blogsWhat storie blogs are covering about competitors. Most news sites pluck content from blogs so blogs often break news first. They are also unbiased + do not hold back.

Most Boars Head media covered is about its about low sodium class action law suit.

Local retailers use blogs to update community on product information

Insights recap1. Boars Head have negative media

coverage at the moment for getting hit with a law suit for false low sodium claims.

2. Local retailers use blogs to deliver product info to the local community. A Blogger outreach strategy could be beneficial for Oscar Mayer.

Open Facebook Page Analy!cs Facebook.comGives a snapshot of the type of person the fan page resonates with + shows the popularity cycle of your competitors.

How to use

Popularity peaks over national holiday weeks

ChristmasJuly 4th

Interest area

Insights recap1. 25 - 44 year old Brooklynites are most

likely to like Boars Head brand page on Facebook.

2. The social audience is different to those that frequent the brand site.

3. Boars Head spikes in popularity over holiday periods. Look at how people compare brands and recipes at these times of high demand.

Social Men!on Search engine that pulls user-generated content from bogs, comments, bookmarks and events.

socialmention.com

How to use

Browse by subcategories

How + how often people speak socially about

Boars Head.

More frequent postings about Oscar Mayer

Insights recap

1. People on social media speak more frequently about Oscar Mayer

2. Suggests Oscar Mayer has a set advocates in their social pool

3. People identify Boars Head as premium deli meat, expensive + the foodies choice of bacon.

What to do nowPick one or two competitors to Reddit*

and come up with 5 insights about those brands.

Suggested competitor: BuzzFeed * or pick a brand you are

already working on

Ask any questions through the community section of class or on twitter @amberhorsburgh.

Then begin the next unit: Tools For Consumer Research

What to do next