Trend – tendency: a general direction in which something tends to move.
Being aware and following Web trends are “key” in brand management. A brand can be a company, an event, or an individual with any of them, having a clear understanding of how you are trending must be tracked and the information used as part of your business intelligence process. In this post I will focus on discovering an individuals Web trends.
The first part of the process is to discover what keywords people use to search on the Web when they are looking for information on the specific individual. This can be done most effectively by using Google’s external keyword tool and a brainstorm list of the most common keywords or phrases that apply to the individual. As an example let’s take a popular sports figure such as Dwight Howard the center for the Orlando Magic. Here is a graphic of some of the keywords I came up with for this post.
Based on the keyword search, the term “Dwight Howard” had 1,000,000 searches in February, not to bad! When I look at the other search results, I see how Dwight is primarily searched and that his ability to dunk and even his nickname “Superman” is in there.
Once you run the keywords through the keyword tool and found something that has a decent audience size check Google Trends to give you an idea of whether the audience is growing, declining, or staying at a steady level. If the keywords are staying steady or climbing you have identified the trend in the athlete’s brand. Using the keywords “Dwight Howard” in Google Trends I come up with trends that tend to follow the peaks and valleys of the NBA season. The graphic below shows the highest peak in 2009 around the NBA Playoffs, stressing the importance of the post-season to an athlete’s brand reaching the widest audience. The graph’s other peaks are focused around when Dwight was in the news. An example of this is when Shaq said that he was the “real Superman” and not Dwight.
Another metric that Google Trends displays is the regions and cities that are trending. This gives you insight into where the highest level of interest is in your athlete as it relates to the Web. As for regions, the United States is ranked 2nd to the Philippines and as for cities, the top city is as expected Orlando. Looking further down the chart you see Waterloo, Canada?
When trends are researched many of the times our assumptions are correct about a brand, but sometimes, a Waterloo or Philippines pops up and it requires greater investigation. The results may produce a hidden marketing or a potential gem of a niche market. I will cover in a future post how to effectively reach those potential customers via the social media.
How Is Your Athlete Trending on the Web?
Posted by: JLandis | Comments (0)Trend – tendency: a general direction in which something tends to move.
Being aware and following Web trends are “key” in brand management. A brand can be a company, an event, or an individual with any of them, having a clear understanding of how you are trending must be tracked and the information used as part of your business intelligence process. In this post I will focus on discovering an individuals Web trends.
The first part of the process is to discover what keywords people use to search on the Web when they are looking for information on the specific individual. This can be done most effectively by using Google’s external keyword tool and a brainstorm list of the most common keywords or phrases that apply to the individual. As an example let’s take a popular sports figure such as Dwight Howard the center for the Orlando Magic. Here is a graphic of some of the keywords I came up with for this post.
Based on the keyword search, the term “Dwight Howard” had 1,000,000 searches in February, not to bad! When I look at the other search results, I see how Dwight is primarily searched and that his ability to dunk and even his nickname “Superman” is in there.
Once you run the keywords through the keyword tool and found something that has a decent audience size check Google Trends to give you an idea of whether the audience is growing, declining, or staying at a steady level. If the keywords are staying steady or climbing you have identified the trend in the athlete’s brand. Using the keywords “Dwight Howard” in Google Trends I come up with trends that tend to follow the peaks and valleys of the NBA season. The graphic below shows the highest peak in 2009 around the NBA Playoffs, stressing the importance of the post-season to an athlete’s brand reaching the widest audience. The graph’s other peaks are focused around when Dwight was in the news. An example of this is when Shaq said that he was the “real Superman” and not Dwight.
Another metric that Google Trends displays is the regions and cities that are trending. This gives you insight into where the highest level of interest is in your athlete as it relates to the Web. As for regions, the United States is ranked 2nd to the Philippines and as for cities, the top city is as expected Orlando. Looking further down the chart you see Waterloo, Canada?
When trends are researched many of the times our assumptions are correct about a brand, but sometimes, a Waterloo or Philippines pops up and it requires greater investigation. The results may produce a hidden marketing or a potential gem of a niche market. I will cover in a future post how to effectively reach those potential customers via the social media.