Comintelli SCIP Webinar - Effective Media Monitoring for CI Purposes

Effective Media Monitoring for

Competitive Intelligence purposes

(aka Why can´t I just use

Google?)

Today’s Presenters

Jesper Martell CEO, Comintelli

[email protected]

Christian Bjersér SVP, Comintelli

[email protected]

About Comintelli

A Swedish software company that provides a cloud-based service for information access called Intelligence2day®.

Intelligence2day® helps users manage their unstructured information more effectively.

Focus on solutions for: • Competitive Intelligence (CI) • Knowledge Management (KM)

Agenda 1. What is media monitoring

for CI? 2. Steps towards effective

media monitoring 3. So what about Google? 4. What options are there? 5. Effective Monitoring 6. Conclusions 7. Q&A

What is Media monitoring? The process of reading, watching or listening to the content of media sources on a continuing basis. Media sources include both: • News media (internet, newspapers, trade

press, magazines) • Social media (Twitter, blogs, forums)

Key Tool for: • Public Relations (PR) • Competitive Intelligence (CI)

Media monitoring for PR vs CI

Purpose • Measure Exposure.

Need • Frequency • Content no so relevant

Purpose • Market Awareness Need • Relevancy • Filtering • Content very relevant.

PR CI

3 Steps for Effective Media Monitoring

1. What? 2. Where? 3. How?

1. What do you want to monitor? Create a Monitoring Map, define what are important topics!

2. Where is the information?

What kind of media needs to be monitored?

?

3. How to collect & store?

So what about Google?

• Its free! • User friendly • Great starting point

• Do incorporate in CI work as

one source, but dont use it as the only source

Issues with Google

● Just too much.... no control over sources.

● Paid ads = manipulated rankings.

● Everything you search for is tracked by Google, they know alot about you...

Google: ”King of United States”

Google: ”stephen colbert height”

“I’m 5-11 – that’s me, Brad Pitt, Russell Crowe – these are my peers. When we’re in the steam room naked no shoes, we’re looking at each other eye-to-eye…seriously, 5-10? Those are Matt Damon numbers,” raged Colbert.

Google: ”What is 411”

Alternative options

1. Direct Feeds (such as RSS feeds)

2. Web Crawlers 3. Content Aggregators

(paid content)

Direct Feeds

Pros • Simple • Free • Focused

Cons • Limited scope • Usually not full access • Requires RSS Reader tool

Web Crawlers • Pros

• More focused • Deep web • More advanced search

criteria

• Cons • Not full access • Quality? • Overload. Duplicates. PR

focused

Content aggregators

• Pros • High quality • Full access • Search capabilities • Highly configurable

• Cons • Higher cost • Learning curve

Direct Feeds

Web Crawlers

Content Aggregators

Effective Monitoring

Combine all sources and topics in one single platform

Google

Conclusions

• Monitoring goes Vertical – Industry focused – Relevance improves dramatically if

better industry context is provided

• Less is More – CI needs relevance, not most number

of hits... – Quality control over sources and

feeds

Questions & Answers!

[email protected]

[email protected]

www.comintelli.com www.intelligence2day.com

Thank You!

[email protected] [email protected]

www.comintelli.com www.intelligence2day.com