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December 2010 SM ROI Webinar Series
Mission Possible: Leveraging Social forCompetitive Intelligence
Senior Director, Strategy & Insights
Wilson Raj
#sm2roiseries
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Agenda
Overview of Competitive Intelligence Opportunities for Competitive Intelligence Use Cases of Social Media in Competitive Intelligence Examples and Best Practices Defensive Competitive Intelligence Key Learning
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About Alterian
Do you just blast email or
do you make it relevant, timely
and personalised
Do you have an
engaging web site
or is it just brochure-ware?
Do you listen to the
conversations about your brandthat customers are having?
Do you know who your
customers are, their value toyou now and in the future
Your
Brand
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CONTEXT & OPPORTUNITY
The Big Picture
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If you know the enemy andknow yourself
you need not fear
the results of
a hundred battles.
Sun Tzu, The Art of War
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Only the enlightened ruler and wise general
can use people of superior knowledge as spies
will they surely achieve great merit.
Sun Tzu, The Art of War
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The living spy returns and reports.Employ the native spy from the local people.
Employ the inner spy from their officials.
Employ the turned spy from among the enemy spies.
The dead spy spreads false information abroad
Sun Tzu, The Art of War
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Are CI Professionals listening well enough?
Reference: Forrester Report, Defining
Social Intelligence 2010
SocialC
ompetitiveIntellig
ence
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OVERVIEW
What is Competitive Intelligence?
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Competitive Intelligence just got easier
Images: Bladediary.com stencil,
webtreats.mysitemyway.com
THEN NOW
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What is Competitive Social Intelligence?
Practice ofanalyzing social
media data to drive
actionable
competitivemarketing and
business strategy
Informs a variety ofmarketing and
business functions
CompetitorStrategy
Marketing
Digital socialpresence
(akaconversations)
Social media data
Adapted from: Forrester Research
Informs Drives
InspiresCreates
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BrandAudit
Marketresearch
CorporateMarke4ng
SalesLeadGen
Interac4vemediabuyingCustomerSegmenta4on
Influencermarke4ng
Compe44veInsight
ProductDevelopment/Innova4on
PublicRela4ons
CrisisManagement
Reputa4onMonitoring
CustomerService
Strategic
Proac,ve
Opportunities for Competitive Intelligence
Tac,cal
Rea
c,ve
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USE CASES & EXAMPLES
What can social competitive intelligence do for your business?
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Competitive Intelligence Applied
Use Case Benefit
Campaign measurement Test campaign effectiveness with competitors
Campaign tracking Measure social/viral spread of competitive campaign
Brand marketing Understand how customers talk about competitive products
Reputation management Measure customer sentiment of competitive brands
Lead generation Monitor for competitive sales opportunities, channels
Influencer marketing Target for WOM, reputation, editorial advantages
Consumer segmentation Understand motivations and drivers for purchase/affinity
Customer service Seek out issues and supporting through interactive channels
Product innovation Improve current products or develop new offerings based on
consumer opinions
Market research Strategically analyze new segments, offerings, business models, etc.
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Example: Fall 2010 TV Shows
Source: Competition as an Opportunity The ROI of
Competitive Insight Across a Product Lifecycle byConnie Bensen
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Example: Fall 2010 TV Shows
Source: Competition as an Opportunity The ROI of
Competitive Insight Across a Product Lifecycle byConnie Bensen
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Example: Launch Buzz of Product X vs. Product Y
Total volume:
165,599Total volume: 302,433
Average per day:
6,277
POST-LAUNCHPRE-LAUNCH POST-LAUNCHPRE-LAUNCHAverage per day: 5,474 Average per day:
3,230
Average per day:
4,151
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Total mentions: Brand X: 2210 results vs. Brand Y: 737 results
Example: Competitive Brand Perceptions during Brand Xs
Launch
Brand X
Brand Y
Daily volume
PRE-LAUNCH POST-LAUNCH
Brand Y
Brand X
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Example: Screen Feature of Product X vs. Product Y
Product X
Date Range: 9/01
10/15
Product Y
Date Range: 07/01
08/15
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Example: Keyboard Feature of Product X vs. Product Y
Product X
Date Range: 09/01
10/15
Product Y
Date Range: 07/01
08/15
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Brand X Brand Y Brand Z
Volume 31008 20306 196314
Share of
voice
Top
mentionedtopics
PR and Announcement>
Games and Applications>
Phone Features and Design>Phone Carrier >
Service Plans
Games/Applications and
Android > Phone Features
and Design>Phone Carrier> Pricing>
PR and Announcement
Technical Inquiry > Games
and Applications> Phone
Features and Design>Availability
PR and Announcement
*Data range: 9/5/2010 to 9/20/2010
Example: Telco Product Comparisons
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DEFENSIVE COMPETITIVEINTELLIGENCE
The flip side of competitive intelligence
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Competitive Intelligence & Social Media Security
MarketersIT &
Compliance
Exposed socialmedia data
Risk of data loss
Compliance &Legal issues
User education &adoption
CompetitiveIntelligence
Social mediasecurity
Social mediapolicies
Social Mediatraining
Reference: http://barryhurd.com/2010/11/competitive-intelligence-and-social-media-security/
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OPTIMIZE YOUR COMPETITIVEEDGE
Key Takeaways
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Key Learning # 1
Identify Aggregate
Tune Track
Determine yourcompetitive
intelligence goal
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Key Learning # 2
What competitors areoffering/saying to
customers
Competitors strengths& weaknesses
Industry trends Influencer trends
Focus yourgap analysis
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Key Learning # 3
Web Analytics Search
Offline dataExisting primary &
secondary research
Integrate socialwith other data
for deeperinsights
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Key Learning # 4
Combine processes, tools,and education to secure
business assetsDont be afraid
Evolve with the business Be flexible
Realize socialintelligence
gathering goesboth ways
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THANK YOU
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