Competitive Intelligence and Social Media

Alexandra Nelles, Alcatel-LucentMay 17, 2012

WHAT THIS PRESENTATION IS ABOUT

What is Competitive Intelligence?Definition and how is it done in an international company

Social Media usage outside the companyHow we use Social Media outside the company to

Social Media usage inside the companyThe tools available within the company to conduct Competitive Intelligence

How we use Social Media outside the company to perform Competitive Intelligence

WHAT COMPETITIVE INTELLIGENCE IS NOT

Klaus Nahr

Zephyrinus

Mondo Gasparotto

WHAT IS COMPETITIVE INTELLIGENCE?The official Definition

“CI is a necessary, ethical business discipline for decision

making based on understanding the competitive environment”

Strategic and Competitive Intelligence Professionals

CI IN THE BUSINESS PLANNING PROCESS

General Environment Task EnvironmentOrganizations'

Internal Environment

IMPROVE DECISION MAKING

MINIMIZE THREATS

• Not realizing you have a problem is often… the start of a problem

FIND NEW OPPORTUNITIES

WHAT IS COMPETITIVE INTELLIGENCE?CI Professionals see things others do not see

CI 2020

DynamismTechnologyComplexityUncertainty & Risk

KEY TAKEAWAYS

• CI improves decision making, minimizes threats and maximizes opportunities

maximizes opportunities

“A Platform to facilitate Information Exchange

SOCIAL MEDIA

Information Exchange between users”Kaplan, Andreas M.; Michael Haenlein (2010)

KEXINO.COM

SOCIAL MEDIA Social Media Prisma 4.0 – Overview of the Social Web in Germany

SOCIAL MEDIA Most used Social Media sites

Source: Top 20 der globalen Social Media Sites – Netzwerke und Videos dominierenhttp://www.ethority.de/weblog/2012/03/21/top20-social-media-global/

Others: Picture-Plattforms like flickr, Photobucket, Pinterest, Review sites like tripadvisor, content platforms like Scribd, Slideshare

SOCIAL MEDIA CI relevant content is available

36% of social networkers in

Europe posts company/ brand

related information on social

Source: InSites Consulting, Social Media around the world

SOCIAL MEDIA CI relevant content is available

19% talks about

their company on social

Source: InSites Consulting, Social Media around the world

SOCIAL MEDIA OUTSIDE THE COMPANY

• Use Professional Networks to identify

• A summary of the company

• Office locations and an indication how many people work at that

SOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social Networks

people work at that location

• Company size• Revenues• Year founded• Common job titles• Recent job postings

• Use Professional Networks to identify

• Recent hires• Recent promotions within the company

• Where companies employees come from and

SOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social Networks

employees come from and go to

• Top schools employees graduated from

• Employee Qualifications• Status updates of employees

SOCIAL MEDIA OUTSIDE THE COMPANYVideo Sharing

Discover:Company OverviewTrade Show InsightsProduct descriptions

SOCIAL MEDIA OUTSIDE THE COMPANYVideo Sharing

Gain Factory Insights

SOCIAL MEDIA OUTSIDE THE COMPANYSlideshare

Find Product Infos, Conference Presentations, White Papers

Follow blogs to keep

SOCIAL MEDIA OUTSIDE THE COMPANYBlogs

Follow blogs to keep up on date on what they are interested in & who they meet

Learn what customers like / don’t like, how they want the company to improve and which activities the company is pursuing

SOCIAL MEDIA OUTSIDE THE COMPANYProduct Development

Find out about innovation needs of companies

Follow competitors to keep up on date on what they are interested in & who they meet

SOCIAL MEDIA OUTSIDE THE COMPANYTwitter

SOCIAL MEDIA OUTSIDE THE COMPANYTrade Show Intelligence

This infographic data was derived from social media mentions about CTIA 2012. These statistics reflect public social media mentions from April 9 - May 9, 2012. http://z-comm.com/stateofthelisten/ctia2012/#.T659QVIqfbg

SOCIAL MEDIA OUTSIDE THE COMPANYGoogle Maps

Explore competitor facilities

Discover which people interact the most and what they're talking about

Find relevant people to follow

SOCIAL MEDIA OUTSIDE THE COMPANYMentionmap

http://www.mentionmapp.com

Identify active competitors and keep up to date on areas they are active in

SOCIAL MEDIA OUTSIDE THE COMPANYQuora

http://www.quora.com

KEY TAKEAWAYS

• Public used Social Media is mainly used for information research to perform CI

SOCIAL MEDIA INSIDE THE COMPANY

Making it easier for people to work across organizational

boundaries to solve Alcatel-Lucent challenges and drive

transformation throughout the company

SOCIAL MEDIA INSIDE THE COMPANYSocial Networking Platform

KEY TAKEAWAYS

• Public used Social Media is mainly used

• Public used Social Media is mainly used for information research to perform CI

• Social Media platforms can be used internally to support definition of KITs, Information research and dissemination

Contact:

Alcatel-Lucent

Alexandra Nelles

Email: alexandra.nelles@alcatel-lucent.com

Phone: +49 911 / 526 6068

Competitive Intelligence and Social Media

Education

Transcript of Competitive Intelligence and Social Media

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