An SLA KM Presentation Monday June 9 th, 2014 Zena Applebaum Director, Competitive Intelligence...
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Transcript of An SLA KM Presentation Monday June 9 th, 2014 Zena Applebaum Director, Competitive Intelligence...
An SLA KM PresentationMonday June 9th, 2014Zena ApplebaumDirector, Competitive Intelligence Bennett Jones LLP
@ ZAppleCI
Social Media – Turning Noise into Action
What are the leading social media tools?
How can we get started quickly using the leading social media tools for competitive intelligence?
Agenda
#SLACID #SLA2014
#SLACID #SLA2014
• Rife spot find qualitative and quantitative data on clients/prospects as well as competitor clients/prospects • (in an effort to turn the latter into the former)
• Monitor for tone, content, frequency, trending, sentiment
• Big Data can turn into CI Data points
Develop a system or software or buy a third party platform. Mechanics/data can be easily outsourced of but still requires a heightened knowledge of the firm and its strategy – human touch.
Media and Social Monitoring
#SLACID #SLA2014
#SLACID #SLA2014
Key Intelligence Topic
• Key Intelligence Topic - (KITs) are those topics identified as being of greatest significance to an organization’s senior executives, and which provide purpose and direction for Competitive intelligence operations.
• Key intelligence topics are invariably derived from a series of interviews. They are then grouped into appropriate categories and allocated a priority, usually by the same, or a representative, group of people. The basic categories are: • strategic decisions and actions (including the development of strategic plans
and strategies);• early-warning topics (for example, competitor initiatives, new technology
developments, and• descriptions of key players (including competitors, suppliers, regulators, and
potential partners).
#SLACID #SLA2014
Examine KITs for Potential CI Value
Who are our stakeholders?
What decisions do they need
to make?
What knowledge do
they need?
What intelligence can
we provide?
How will we develop that intelligence?
What analysis can we perform?
What information do we need?
Who holds that
information?
Are they likely to be sharing that information in some form through social media?
#SLACID #SLA2014
Start Small and Be Specific
DIY: Get smart before
you buy anything
Learn each platform’s search and monitoring functions
Try to start with social
media input into current
projects
Define a clear collection
plan
#SLACID #SLA2014
Reverse Engineer your Collection Plan
Who has the information you
need?
Who is their audience?
What social media will they use?
How do you search those platforms?
Whether you’re doing active elicitation or passive monitoring, remember your CI ethics.
#SLACID #SLA2014
Do you speak Twitter?
Public message directed towards a specific Twitter user, e.g. @ZAppleCI
Hashtags are public messages attended to be associated with a specific theme, topic or event. The hashtag makes it easy for interested parted to track the conversation, e.g. #SLA2014 for this conference
@
#
Retweet: I liked your message, and I am passing it alongRT
#SLACID #SLA2014
Twitter asks users “What are you doing or reading?”
Official Business Presence• PR• Marketing• Customer Service• Recruiting
Individuals• Employees• Customers• Experts
http://thechrisvossshow.com/how-top-brands-are-using-twitter-infographic/
#SLACID #SLA2014
Twitter offers great search functions!
You do not need to have your own Twitter account
Make lists of search terms• Competitors• Industry terms• Product brands• Noteworthy names
Create RSS feeds of your searches to automate monitoring
http://search.twitter.com/advanced
• Look for competitors’ official accounts• http://twitter.com/competitorname• Look in their marketing materials
• Search for lists of competitor employees or industry experts on Listorious
• Search for mentions of competitors’ names and industry terms in Twitter user’s profiles• Listorious• Twellow
Find individuals you want to track
#SLACID #SLA2014
http://www.listorious.com
http://www.twellow.com
#SLACID #SLA2014
LinkedIn: the professional social network
Information about professionals in resume-like profiles
Company and industry groups for active discussions
Aggregate user data for company statistics and information
#SLACID #SLA2014
Company profiles have a wealth of detail
Statistics
Hiring, promotions and departures
Open positions
Culture
Remember that company data is based on aggregated employee self-reporting
You can also “follow” companies of interest to track them over time
#SLACID #SLA2014
Quora: Question and AnswerUsers ask questions and other users answer them
Sometimes industry and company-specific topics
Users vote up their favorite answers
Based on real identities, so you can assess respondents expertise
Follow topics and users of interest
#SLACID #SLA2014
Slideshare: Post your PowerPoint HereUsers post PowerPoints to the site• Easy sharing• Promotion• Education• Sales and marketing
Use the same keywords from your other search list
Counter-Intelligence Alert
#SLACID #SLA2014
Trending Analysis
• DYI with Excel, but it takes time & effort• Mine social media to do your trending for you…• Hire experts!
#SLACID #SLA2014
1. Industry movement2. Opportunities3. Early Warning Signs4. Recruitment5. Trends/Changes6. Develop Thought Leadership
So what? How can I really use this stuff?
Questions? Comments? & Contact
#SLACID #SLA2014
Zena Applebaum Director of Competitive Intelligence Bennett Jones LLP, a leading national and International law firm based in Canada. Her primary responsibilities include conducting analyses of market and competitor performance to inform the firm’s strategy, business development, client relationship management, counter-intelligence and marketing. Tying it all together, she enables strategic collaboration throughout the firm via the firm's award winning intranet.
She brings a unique perspective to intelligence and the dynamics of market and industry issues as a result of broad business development, marketing, and corporate research experience across a variety of sectors. Zena is a frequent writer and speaker on competitive, market and business Intelligence topics in Canada and abroad. Zena is a member of the SCIP Board of Directors and is currently the Chair Elect Special Libraries Association Competitive Intelligence Division, and a member at large of the Professional Marketing Forum. Zena has a joint academic and applied Masters degree in Communication and Culture from York and Ryerson Universities.
Director, Competitive Intelligence@[email protected]
Thank you!