Hello all! Just a quick note to let you know that we’re at the Enterprise 2.0 Conferencein Boston today and tomorrow! We’re so excited to meet others in the industry and to see the latest products/services that they have created, and to show them ours as well. The conference focuses on enlightening its participants of the emergence of bigger picture implications of technology and how we can expect to integrate such products/services into each of our own unique business plans and models.
Moving from Enterprise 1.0 to Enterprise 2.0 includes but is not limited to the following changes:
Hierarchy to Flat organization
Friction to Ease of Organization Flow
Bureaucracy to Agility
Top down to Bottom Up
Need to know to Transparancy
As you can see the structure and nature of the workplace and work production is beginning to shift, and this conference is a great place for us to enhance one’s own business configuration to better fit into the future of business enterprises.
Stay updated on our conference ventures today and tomorrow via our social channels. www.facebook.com/viraltechnologies or www.twitter.com/viraltech
Who are your Competitors? – discovering who your competitors are (as if you didn’t already know) is very important to ensure that you are offering the best product in your industry. Being able to identify your competitors can help you to find out more about what they are doing better or worse than your brand, and also can help you to listen to what their customers are saying about them.
Who are the Customers of Your Competition? – again this is important so that you can listen to their conversation about your competitor’s brand and see what they do/do not like about that company, and rework your product/service accordingly.
What are the Customers of Your Competition Unhappy About? – are you repeating the same mistake that your competitor is doing? Well by monitoring what your competitor’s clients are complaining about can help your brand to not mimic whatever made these consumers unhappy. You can also take that one step further by advertising the anti-“whatever they didn’t like about competitor’s product/service.” For example if they are complaining about the slow and poor customer service, advertise your GREAT customer service and provide incentives to these people to switch over to your brand.
What Has Your Competition Been Successful With and What Have They Failed At? – as illustrated above, the opposite can also occur. Your competitor is has just created a great product that is very user-friendly and reliable. Your consumers have been complaining about the complicity of your product, and for that reason, your clients are switching over. In monitoring what your competition is doing well, you can do your best to replicate (in a lawful manner), and perhaps even surpass the user-experience of your product/service.
When Did Your Competition Start Gaining/Losing Followers/Customers? (spotting trends) – this is a very important aspect of competitive intelligence to consider especially because in looking at time periods, you can then track it back to an event or experience that could have caused the gain or loss. For example, your competition started losing customers/followers around the same time that its well-respected and mature CEO retired—people may have lost faith and trust in the company enough so that they felt they didn’t want to give them the business anymore (this is your chance to swoop in, and ensure them that your brand will take care of them in the way that your competitor’s brand used to).
When and How Often Does Your Competition Engage With Customers? – engaging is such an important aspect in gaining a loyal and faithful brand following. If your clients know that you value their input, and respond to their questions/concerns/comments quickly and effectively, they will be more apt to return again for further product purchases/services.
Where Does Your Competition Put Most of Their Marketing Efforts? (what media types) – knowing this information is helpful when gathering competitive intelligence because we can start to understand their business strategies and plans. If we know they are putting most of their marketing efforts into their website, then we know that perhaps they are lacking in the social media marketing area, and we can zero in and capitalize on this hole. It’s also good to know where the unsaturated areas of your market lie in the online marketplace, so that you can take advantage of the lack of usage in this area and be one of the first to set up stake with little to no competition.
Where Do Most Customers Share Their Opinions About Your Competition? (what media types) – this is a great place to camp out because obviously if the majority of the competition’s clients are gathering and sharing thoughts in one specific area, then you will get the most insight in that specific area. Gaining customer insight is crucial to the success of your company for your own brand and for your competitor’s brand because there is always room for improvement, and customers will tell you which areas are lacking.
Why Are Customers Choosing Your Competition Over Your Brand? (what do customers value) – again listening to what customers are looking for in a product or service will help you to mold into the company that your customers dream of. Look to see what your competitor’s customers like about their brand and cross-reference it to that of your own…do you have similar programs, or are they lacking in comparison to your competition?
Why is Your Competition Making Certain Business Decisions? – Predictive Analytics allow you to be better prepared for future changes in the competitive landscape .
When making your site SEO-friendly, it’s important to understand the hierarchy of importance in terms of the steps you need to take. There are a multitude of granular tweaks that should be made, but best practices dictate that you should take care of the broader issues first before drilling down into the fine-tuning. In other words, you should always start at the top and work your way down; with site optimization, “the top” means “keywords.”
Along with one other step that we’ll discuss in a later blog, the most important factor that search engines such as Google and Yahoo! take into account when ranking your site is the site’s content – what does it say, how often does it say it, and is what it says relevant to the site’s purpose? The search engines answer these questions by scanning your site and “reading” every word on the site that can be read and instantly analyzing how often each word is used. As a very simple example, let’s assume that we have a single-page Web site about Golden Retrievers with only one paragraph of text. If that paragraph read:
The Golden Retriever is a medium-sized breed of dog. They were historically developed as gundogs to retrieve shot waterfowl such as ducks and upland game birds during hunting and shooting parties. As such, they were bred to have a soft mouth to retrieve game undamaged and have an instinctive love of water. The golden retriever has a dense inner coat that provides it with adequate warmth. The outer coat is sleek and water repellent, and lies flat against the body. The official colour of the breed is the varying shades of gold that are most often seen. These dogs are well suited to suburban or country environments. They need lots of outdoor exercise but should be kept fenced in because of their instincts as hunting dogs.**
…Google would then return the following TOP-TEN results (word, # of times used on page, percentage of usage):
DOGS – 2 – 2.2%
GAME – 2 – 2.2%
RETRIEVE – 2 – 2.2%
WATER – 2 – 2.2%
HUNTING – 2 – 2.2%
GOLDEN – 2 – 2.2%
COAT – 2 – 2.2%
RETRIEVER – 2 – 2.2%
BREED – 2 – 2.2%
AN – 2 – 2.2%
From these results, we can see that our page is going to be recognized for the words “dogs,” “game” and “retrieve” more than anything else. Not a bad start, but we want our page to show up on searches for “golden retrievers” specifically. Best practices tell us that the ideal percentage of use for a word is between 3 and 9%, so let’s adjust our paragraph a little bit:
Golden Retrievers are a medium-sized breed of dog. Golden Retrievers were historically developed as gundogs to retrieve shot waterfowl such as ducks and upland game birds during hunting and shooting parties. As such, Retrievers were bred to have a soft mouth to retrieve game undamaged and have an instinctive love of water. Golden Retrievers have dense inner coats that provides them with adequate warmth. The outer coat is sleek and water repellent, and lies flat against the body. The official colour of the Golden Retriever breed is the varying shades of gold that are most often seen. These dogs are well suited to suburban or country environments. Golden Retrievers need lots of outdoor exercise but should be kept fenced in because of their instincts as hunting dogs.
As you can see, we have altered the wording slightly to use the words “golden” and “retrievers” more frequently. If we re-analyze this paragraph, we now get the following results:
GOLDEN – 5 – 4.42%
RETRIEVERS – 5 – 4.42%
DOGS – 2 – 2.1%
GAME – 2 – 2.1%
RETRIEVE – 2 – 2.1%
WATER – 2 – 2.1%
HUNTING – 2 – 2.1%
BREED – 2 – 2.1%
AN – 1 – 1.32%
BRED – 1 – 1.32%
We have now moved the words “golden” and “retrievers” into first and second place, respectively – the ideal setup for optimizing a site about Golden Retrievers. This means that Google is now going to identify our page as a site that is 100% relevant to any searches for “golden retrievers.” Additionally, those words are followed closely by other relevant terms such as “dogs,” “retrieve,” “hunting” and “breed,” and we have removed some weight from the useless word “an.” Further tweaking of the text could improve these results even more, although you always want to be careful to ensure that your copy sounds natural and is not overly padded with keywords; search engines will penalize a site’s rankings for keyword “stuffing.”
Of course, we know that ours is certainly not the only Web site out there on the subject of Golden Retrievers so we’ll need to do a considerable amount of further optimization in other areas if we want to be top of the search engine rankings, but this first, fundamental step is the foundation upon which all of our other efforts will be built.
**”Golden Retrievers.” Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. 20 Mar. 2012. Web. 26 Mar. 2012.
Hello everyone! Viral Technologies is proud to announce the launch of our new and improved Web site! With a new look and a few new additions to our company, we are looking forward to the growth of our business and the onset of summer! Check out the new site here where you’ll notice our clean, sleek new color palette and interface.
Hope you all enjoy it! Give us a call 1-855-718-4725 or drop us an email email@example.com for more information or to ask us about our innovative and advanced intelligence/social media/SEO/graphic/Web design services!
LinkedIn has become an invaluable research and monitoring tool for professionals and businesses looking to interact and converse with similarly-positioned companies and individuals. Because of LinkedIn’s reputation as being a social network for “the professional,” many people are more inclined, and feel more comfortable filling out personal information than they would be on Facebook or Twitter. For that reason, many LinkedIn users opt to make their profiles public in order to better position themselves to be seen by potential employers, business partners, and potential clients.
LinkedIn differs from other social media platforms in that users have a more legitimate motive to connect with another user. Professionals are more apt to connect with other professionals for matters having to do with business rather than pleasure. LinkedIn also makes it harder to connect with someone that you have never worked with, are not a connection of, that you didn’t go to school with, or that you aren’t friends with. If you are looking to connect with someone that you don’t know, you must be introduced by a mutual connection—again making it harder for ill-intentioned users to connect with other users.
Those in the competitive intelligence field can take advantage of many users’ LinkedIn public setting. LinkedIn is loaded with valuable information that companies will often post freely, giving companies like us significant information about our competitors.
Below is a list of potential competitive intelligence data that can be gathered from a LinkedIn account.
• Monitoring the backgrounds of all new hires gives the competition valuable insight into what area of business a certain company is trying to expand on—this may also suggest weak areas of the company.
• An in-depth analysis of company employees’ connections can often reveal a lead to their new developments or partnerships.
• A company’s frequent interactions with companies from a very specific geographical area can sometimes hint at a possible move for the company or even the opening of a second location in that area.
• Sometimes a company will provide a link to a slideshare presentation, which is meant for their employees, often involving the company’s strategy, financial statistics, or an introduction to new software or product. If the slideshare presentation isn’t set to private (which often times it isn’t), anyone can view this presentation including the competition. It is important to catch this early though because often times slideshare presentations are taken down after a few weeks by the company.
Just like Facebook or Twitter, the profile of a business or professional can tell us a lot about that brand or person. Using these strategies, we can dig a little deeper into our competition’s world, allowing us to bridge some of the gaps that we as a business may encounter. LinkedIn profiles can give us a lot of insight as to where our company stands in comparison to our competition, and what specifically we are doing better or worse than competing brands. Of course, all of these competitive intelligence strategies are legal, and we don’t advise snooping beyond the hints that we’ve given here.
If you’d like to better understand your competition using LinkedIn or any other social media platforms, please contact Viral Technologies today for your FREE competitive intelligence consultation!
Tomorrow (March 8th), our own Director of Marketing and Business Development, Steve Reeves, will be conducting a webinar at 2:00PM ET to discuss social media in the business to business arena.
Social media has made a huge impact in the marketing and business spaces, but many believe it is much harder for businesses who sell to each other than businesses who work directly with the consumer. How can a business ensure that they stand out over competitors in the social media world? Steve will be discussing these important questions and many more, so hurry and click here to secure a spot in our FREE, highly anticipated webinar!