Social Competitive Intelligence From Insight To Action

Social Competitive IntelligenceBeyond Analytics

How To Transform Insight Into Action

2014

The Challenge

To realize the advantages of data-driven action while balancing the promise and power of new insights against the overwhelming quantity of data and the concurrent legitimizing of government surveillance, censorship and threat of abuse.

20 Of 20 organizations had some internal information released – like late salary payments

17

08

Of 20 organizations had internal information released – early product launches, conferences etc.

Of 20 organizations released confidential information like early financial numbers & employees leaving

The Opportunity

Not Just The Promise Of Data Abundance…

We Must Balance

…But Also The Power Of A Data Tsunami

Not Just The Allure Of Data Availability…

…But Also The Continued Threat Of Data Aggregation & Correlation

5 Results From A Phone Metadata Pattern Recognition Study

First Principles Public Information

Disclose

Access

No Exploitation

Identify

Opportunity

Do unto others...

What We Know

Creative Commons attribution by flickr user  by Daniele Zedda

LOTS!& LOTS!

& LOTS!

& LOTS!

What’s The Problem?Typical “Big Data”, “BI” & Market Insight Response…

What’s The Problem?

how?

then what?

What’s The Problem?

so what?

What’s The Problem?

how?

What’s The Problem?

how?

What’s The Problem?

thenwhat?

We Have More Insight Than Ever…

…From More Sources Than Ever…

…And No Idea What To Do About It

Creative Commons attribution by flickr user  by Daniele Zedda

We Know What’s Happening

Creative Commons attribution by flickr user  by Daniele Zedda

But NotWhat To Do Next

Creative Commons attribution by flickr user  by Daniele Zedda

It’s Like Having Amazon.com

Without UPS or FedEx

Creative Commons attribution, non-commercial by flickr user evadedave

Our A-Ha Moment

We studied the insights.We interviewed the stakeholders.We asked the questions.We classified the responses.

Then we crafted a process and put it to the test…

Our A-Ha Moment

S W I F TSocial Web Intelligence Framework & Tactics

The 1st Story: Fast Track

High Tech | Highly Regulated | Crowded Industry | Foreign CountryMedical, Technical, Governmental Spaces

Need Unbiased ExpertiseNeed Last Mile DeliveryNeed Safe, Discreet Help

Image via Head Like An Orange

Hypothesis One

Creative Commons attribution by flickr user  by Daniele Zedda

The SWIFT Approach:1. Listen & Gather2. Filter & Categorize3. Synthesize &

Analyze4. Report & Act

fast-track expertise

Locate Expertise Predict Next Best Action

Produce Actionable Intel

The SWIFT Process: Listen & Gather

45+ Keywords Defined for Listeners & Monitoring

50+ Social & Web Sources Consulted

Wiki For Housing Multivariate Data

The SWIFT Process: Filter & Categorize

SNAP Gathering:

Traverse Topic Categories

Identify Category Influencers

Action: Engage, Monitor, Assist Influencers

SNAPSocial Network Analysis Process

The SWIFT Process: Synthesize & Analyze

The SWIFT Process: Report & Act

The SWIFT Solution: Fast Track Results

+ 7 other scored results & 200+ additional “pay

attention to these”

Hypothesis Two

Creative Commons attribution by flickr user  Daniele Zedda

The SWIFT Approach:1. Listen & Gather2. Filter &

Categorize3. Synthesize &

Analyze4. Report & Act

You Will Let Me Sell Your Customer List

The 2nd StoryVideo Production Company

New Integration ProductNeeded Pitch List

Creative Commons attribution, no derivatives by flickr user nic-mosh

The SWIFT Process: Deep Social MiningReport & Act

Deliver immediately actionable prospect list that is validated as interested and available and engaged.

Synthesize & Analyze

Technology Refresh

Event / Advocacy Participation

Over 200 fully cited prospects identified

Filter & Categorize

• The SWIFT SNAPSocial Network Analysis Process. Identify, track and trace reach, reverb, connections, influence.

• Relevancy & Recency

Reverberation & recency categorization.

SWIFT: Listen & GatherPublic & Known Customers• Web listings• Case studies• White papers• Event Presentations• Blogs• YouTube• Newsletters• Pre-Recorded Webinars• Competitive Intel Sources

The SWIFT Solution: Actionable Intelligence

200+ Active ECM Customers

Public Web & Social Citations

Willing To Work With SIs

Creative Commons attribution by flickr user Kangrex

The SWIFT OutcomesMarket Action

Development Action

Legal Action

Monitor

Why It WorksOriented To Action

Predicts What’s Needed Next

Taps Massive Quantities of Public Data

Creative Commons attribution, remix, share, noncommercial, share alike: Davic

Practice: Actionable Blog Intel

Creative Commons attribution by Flickr user jvh33

SWIFT: Blog Quantity & Cadence

Creative Commons attribution by Flickr user jvh33

IF THEN PREDICTS ACTIONBasic increase in blog quantity Or  Increase in blog quantity over last 2 years (y1=benchmark, y2 = comparator for this y)

Target is increasing awareness       

Target’s focus areas 

Investment in marketing and attendant spend on content development. 

Preemptively market to thunder-steal or coopt 

Invest for parity  Stake Out Your Differentiated turf 

SWIFT: Paid Content

Creative Commons attribution by Flickr user MiiiSH

IF THEN PREDICTS ACTIONContent is paid or sponsored           Distribution is paid or sponsored

Target is investing heavily in awareness

Intentional focus for new product, vertical or geographic entry.          Revitalized emphasis on existing product, vertical or market.

Perform textual analysis of content to identify target’s narrowly targeted markets and objectives. Identify new marketing hires or blog pedigree (for contracting services). Attach $$ spend to the hire or contracted service to identify relative investment level and target’s strategy. 

Perform audience analysis of targets paid outlet channels to identify who they’re going after.

SWIFT: Authors

Creative Commons attribution, noncommercial by Flickr user garritron

IF THEN PREDICTS ACTIONOne author is posting more  One group/team is posting more

That author is influencer  That team is developing influence

Target’s focus areasTarget’s reach  Corporate investment in that team / team’s product.

Social Network Analysis on influencer using tools like NodeXL, Maltego or other If reach is large then:Determine if influencer be coopted or eliminated Determine if influencer’s audience can be diverted or engaged directly (e.g. is influencer’s audience your prospect list?)

SWIFT: Events

Creative Commons attribution by Flickr user QuakeCon

IF THEN PREDICTS ACTION

Increase in blog quantity precedes major event initiative  Increase in blog activity follows event

Target is increasing laying buzz foundation for these events Target is leveraging event to boost awareness

Which events are strategically important to target  Which events are viewed as “greens-fees” and opportunistic

Intercept, thunder-steal, out-splash at event   Only respond if event is inherently opportunistic for you too

SWIFT: Text AnalysisIF THEN PREDICTS ACTIONKey words and themes grow in frequency    No discernible keyword trend

Target is solidifying the messaging around its value proposition Target is either experimenting to see what sticks or is throwing $$ away on unconnected efforts

Target’s go-to-market strategy   

 Confusion of effort with impact. Lack of leadership. Threat from product / service but in-fighting over monetizing benefit.

Position to counter, parry strength of key words and phrases.   

Monitor. Let competitor implode. Add pressure through focused, impact driven stories. If you don’t have feature parity, invest in gaining parity.

Creative Commons attribution by Flickr user jvh33

We

bS

ite

In

tel

Baselining

URL spidering

Competitor Website URL

ID Content Repositories

Blog, Whitepapers, Casestudies, Media Kits,

FAQ, APIs, Docs, PR, Jobs, Management, Newsletter Archive

Set Watchers on Content Pages

Establish Quantity, Frequency &

Topic/Industry focus for last 2 years

Alerts on Change

Graph Overall Quantity of

Content

Graph Overall Frequency of

Updates / New Content

Graph Topic / Industry focus

distribution

Topic Categories &

Industries Identified

For Each Category / Industry Graph

Content Quantity

For Each Category / Industry Graph

Content Frequency

Signifies relative strength of competitor: Investment in creation, dedication to message

amplification

relative strength of topic focus. Establishes playing to participate or to win

Establishes buzz building timeline between R&D & GA. Leading indicator of

announcements, Trailing Indicators of investment activity

Signifies relative focus of competitor

Signifies buzz ramp to deals, marketing focus and sales emphasis.

(c) Copyright 2013, BloomThink. All Rights Reserved.http://www.bloomthink.com

SWIFT Practice Guide

About Billy CripeCMO Field NationFounder BloomThink

What He Does: B2B Marketing StrategyBackground: Development, Collaboration, Social & Intelligent SystemsAuthor: 2 Books on Collaboration, articlesInterests: Semantic web, recommendation systems, machine ethicsHobbies: Star Wars, Wine Blogging

Contact: Email: billy.cripe@bloomthink.comTwitter: @billycripeLinkedIn: linkedin.com/in/billy

Additional Reading• Answering the ‘So What’ Question

http://bloomthink.com/2013/10/22/so-what/

• Help IT Understand The Business Value Of Back End Work To Drive Business Value From BI http://bloomthink.com/2013/10/07/help-it-understand-the-business-impact-of-back-end-work-to-drive-business-value/

• Ten Steps for Social Competitive Intelligencehttp://bloomthink.com/2013/06/25/10-steps-for-social-competitive-intelligence/

• Is “Ambient Data” from Social Media Channels Useful for Funders? http://www.bethkanter.org/ambient-data/

• How to use social data to formulate future decisions http://www.b2bsocialmediaguide.com/2013/10/29/use-social-data-formulate-future-decisions/