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: [email protected]: @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/