Download - Social Media for Competitive Intelligence
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The Competitive Intelligence Potential of Social Media
August Jackson
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Our Two-Part Agenda for This Webinar
Should we add social media to our CI sources?If yes, then how?
How can we get started quickly using the leading social media tools?
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Examine KITs for Potential CI Value
Who are our stakeholders?
What decisions do they need
to make?
What knowledge do
they need?
What intelligence can
we provide?
How will we develop that intelligence?
What analysis can we perform?
What information do we need?
Who holds that
information?
Are they likely to be sharing that information in some form through social media?
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SecondaryResearch
PrimaryResearch
SocialMedia
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Start Small and Be Specific
DIY: Get smart before
you buy anything
Learn each platform’s search and monitoring functions
Try to start with social
media input into current
projects
Define a clear
collection plan
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Reverse Engineer your Collection Plan
Who has the information you
need?
Who is their audience?
What social media will they use?
How do you search those platforms?
Whether you’re doing active elicitation or passive monitoring, remember your CI ethics.
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Twitter asks users “What are you doing?”
Official Business Presence• PR• Marketing• Customer Service• Recruiting
Individuals• Employees• Customers• Experts
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Do you speak Twitter?
Public message directed towards a specific Twitter user, e.g. @8of12
Hashtags are public messages attended to be associated with a specific theme, topic or event. The hashtag makes it easy for interested parted to track the conversation, e.g. #scipsmci for this webinar
@
#
Retweet: I liked your message, and I am passing it alongRT
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Twitter offers great search functions!
You do not need to have your own Twitter account
Make lists of search terms• Competitors• Industry terms• Product brands• Noteworthy names
Create RSS feeds of your searches to automate monitoring
http://search.twitter.com/advanced
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Find individuals you want to track
• Look for competitors’ official accounts– http://twitter.com/competitorname
– Look in their marketing materials
• Search for lists of competitor employees or industry experts on Listorious
• Search for mentions of competitors’ names and industry terms in Twitter user’s profiles– Listorious– Twellow
http://www.listorious.com
http://www.twellow.com
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LinkedIn: the professional social network
Information about professionals in resume-like profiles
Company and industry groups for active discussions
Aggregate user data for company statistics and information
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Get to know LinkedIn’s advanced search
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Company profiles have a wealth of detail
Statistics
Hiring, promotions and departures
Open positions
Remember that company data is based on aggregated employee self-reporting
You can also “follow” companies of interest to track them over time
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Quora: Question and AnswerUsers ask questions and other users answer them
Sometimes industry and company-specific topics
Users vote up their favorite answers
Based on real identities, so you can assess respondents expertise
Follow topics and users of interest
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Slideshare: Post your PowerPoint Here
Users post PowerPoints to the site• Easy sharing• Self-promotion• Sales and marketing
Use the same keywords from your Twitter search list
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Thank you!
August Jackson
august (at) augustjackson (dot) nethttp://augustjackson.netTwitter @8of12