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“Digging Into New Tech Topics: Where and How To Maximize
Web Research” By Dawn Marie Yankeelov, President, ASPectx
And
David Gordon Schmidt, VP of Public Relations Services, Smith-Winchester
We Will Cover:• The Meaning of Competitive Intelligence• Levels of Research• Beyond the Basic Google Box• Resources of Merit• Quick Picks of New Tools• Technology Research Changes• How-To Frameset Research for Tech • Evaluation Approaches
Competitive Intelligence
n. Abbr. CI A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations.
CI is the process of enhancing marketplace competitiveness through a greater, ethical understanding of a firm's competitors and the competitive environment.
Why CI?
• It’s important to know:– Who are your clients and the conditions affecting;
– What is your specialty based on the environment;
– What the market is doing globally, locally, regionally, nationally, and in international subsets;
– How other corporations with similar missions are responding;
– Where industry trends may impact your decisions.
Solid CI: Research + Analysis
Role of Analysis in the Intelligence Process:
Produces intelligence for the decision-maker
Guides collection and provides feedback
Provides understanding of incomplete and ill-defined developments and actions
Types of Research
Internet Only
Focus Groups
One-to-One interviews
Trends & Other Research Reports
Conference Fodder Online
Experts Only Questions to Get to a Future
Types of Research
Survey Said (Online/Offline)
Competitor-Focused, Trade Show Approaches
Trade Magazine Values
Types of Research
SURVEY SAID
Quantitative 10 questions or less—What do you really need to know?
Free basic survey tools (Survey Monkey, others)
Qualitative
Off-line methods may work better (Focus Groups)
NO ING
Types of Research
TRADE SHOW APPROACHES
Visit Competitor’s Exhibits Be the writer; ask questions
See Product Demonstrations Deeper understanding
Types of Research
TRADE PUBLICATIONS
Publication websites
Scan back issue headlines
Searchable archives
Connect with industry blogs
Subscribe to print versions
Core articles / deeper content
Types of Research
TRENDS AND REPORTS
Associations Join: tap into available research,
directory of members, etc.
Don’t Join (due to expense): coax out data and insights anyway
Beyond the Google Box: Google Labs, and Family
• Google Alerts
• Google Analytics—YouTube
• Framing the Question
• Mashups, Google Maps
• Google Scholar
• Google AdWords
Beyond the Google Box
GOOGLE ADWORDSMeasure Keyword Usage (free tools)
Test Messages (and Vocabulary)
Google the “GodFather”
•Structured data, parsed, and converted
•Preferred choices to get answers
•Large player advantage or “special” relationships
Google Way or the Highway
Back to Might is Right: Single Vendor
Going on a Manhunt:Tools
• Spock: NEW: data rationalization, 100 Mil• Zoominfo: recruiting and internal search• Cambridge Who’s Who: private specials• Gleamd: voting on others• Fast Pitch: self-generation promo• Latino AIM Pages: virtual ethnography• Jigsaw: Sales Leads• Spoke and LinkedIn: Professional Contacts• Wink: Big Daddy Aggregator
Spock
GleamD
Resources of Merit
What’s New?
CUIL.COM Launched summer 2008
120 billion web pages and counting
Less focus on popularity
Try it!
Web 3.0 preview
Resources of Merit
‘All in one’ PR Automation Software
MediaOutreach
MessageManagement
Planning&
Calendaring
CompleteAnalytics
MediaDirectory
(PRN)
MediaMonitoring
ClipBooks
Reports &
Charting
Site Traffic Measurement
Quick Answers
Communities Research
The Power
of Giving
Framesetting Research:SWOT Analysis
Strengths >
Weaknesses?
Opportunities ?
Threats>
Strengths: Examples
• Patents
• Reputable brand names
• A solid reputation
• Cost advantages
• Stable access to resources
• Excellent distribution channels
Weaknesses: Examples
• Lack of patent protection
• No reputation among customers
• Rising cost structure
• Limited product resources
• No Stable distribution channels
Opportunities
• Unmet customer need
• Advent of new technologies
• Release of regulations
• No international trade barrier
Threats
• Shifts in consumer tastes away from your services
• Growth in substitute products
• New industry regulations
• Increased trade issues across borders
Secondary research scenarios
Need to Know How Big an Industry is
Want to Find Competitor Names in an Industry
Gather Statistics of Note
Industry State of Union Reports
Databases of Potential Clients
Key Buzzwords in a Category
Marketing Documents of Competitors/Manuals
Internal CI: Ask
--Find out perceptions in departments on topic
--Ask for ideas that could impact bottom line
--Reward innovation formally in awards, recognition, bonuses etc.
--Promote healthy regular exchanges at least quarterly on the state of affairs within
What Do you Get?
• Research can bring…– Unique Selling Proposition into Light– Invention of a New Tech Space– Understanding the Competition
–Focus!!!
