Using Social Media for Competitive Intelligence

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Using Social Media for Competitive Intelligence

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•  “How” in addition to “why”

•  Templates to implement in your organization

•  Created by professionals who have implemented in the real-world

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Using Social Media for Competitive Intelligence

Quick Introduction of Webinar

Gathering Ethical Information and Intelligence

Strategic and Competitive Intelligence Professional (SCIP): "Competitive intelligence (CI) is the process of monitoring the competitive environment. CI enables senior managers in companies of all sizes to make informed decisions about everything from marketing, R&D, and investing tactics to long-term business strategies. Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers."

Using Social Media for Competitive Intelligence

Gathering Ethical Information and Intelligence

Strategic and Competitive Intelligence Professional (SCIP): "Competitive intelligence (CI) is the process of monitoring the competitive environment. CI enables senior managers in companies of all sizes to make informed decisions about everything from marketing, R&D, and investing tactics to long-term business strategies. Effective CI is a continuous process involving the legal and ethical collection of information, analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers.” 1.  Do not lie when representing yourself 2.  Observe your organization’s legal guidelines 3.  Do not secretly record an interview if it is against the law 4.  Do not issue a bribe 5.  Do not use eavesdropping devices 6.  Do not mislead anyone in an interview 7.  Do not swap price information or capacity with a competing company 8.  Do not distribute or exchange misinformation 9.  Do not steal a trade secret 10. Do not knowingly pump someone for information that could sacrifice their job or reputation

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

o  Corporate Websites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

1.  Competitive Intelligence – is not just “competitor” Intelligence

2.  The Social Media Prism

3.  What Internal Intelligence Teams Monitor

4.  Traditional versus Current State

5.  Social Media Stats

6.  Online Intelligence Gathering Sites

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

•  Monitor what your competitors are saying

•  Determine what websites they’re involved with

•  Provide valuable content

•  Gain credibility

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

•  Monitor what your competitors are saying

•  Determine what websites they’re involved with

•  Provide valuable content

•  Gain credibility

•  Competitor information openly exists on the web

•  Learn by their mistakes

•  Listen to what your competitors are saying

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

•  Monitor what your competitors are saying

•  Determine what websites they’re involved with

•  Provide valuable content

•  Gain credibility

•  Competitor information openly exists on the web

•  Learn by their mistakes

•  Listen to what your competitors are saying

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

•  Monitor what your competitors are saying

•  Determine what websites they’re involved with

•  Provide valuable content

•  Gain credibility

•  Competitor information openly exists on the web

•  Learn by their mistakes

•  Listen to what your competitors are saying

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 1: Listen First – Speak Later

•  Monitor what your competitors are saying

•  Determine what websites they’re involved with

•  Provide valuable content

•  Gain credibility

•  Competitor information openly exists on the web

•  Learn by their mistakes

•  Listen to what your competitors are saying

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 2: Look at Your Competitors

•  Imitation is the best form of flattery

•  Look at the social media icons on their website

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 2: Look at Your Competitors

•  Imitation is the best form of flattery

•  Look at the social media icons on their website

•  LinkedIn “groups” that they belong to

•  Analyze referral and destination traffic

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 2: Look at Your Competitors

•  Imitation is the best form of flattery

•  Look at the social media icons on their website

•  LinkedIn “groups” that they belong to

•  Analyze referral and destination traffic

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 3: Define Key Performance Indicators

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 3: Define Key Performance Indicators

•  Examples:

o  How many mentions are you getting?

o  What % are positive or negative?

o  How many people liked your topic?

o  How many views is your video getting and from where?

o  Does your website get more views when engaged at certain social sites?

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 3: Define Key Performance Indicators

•  Examples:

o  How many mentions are you getting?

o  What % are positive or negative?

o  How many people liked your topic?

o  How many views is your video getting and from where?

o  Does your website get more views when engaged at certain social sites?

•  With The Right KPI’s:

o  Increase your brand awareness

o  Increase traffic to your website

o  Learn more about your target audience

o  Increase customer interactions

o  Generate leads

o  Improve search engine rankings

o  Increase sales

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 4: Dive in

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 4: Dive in

•  Start building your organizational voice

•  Build relationships and get known

•  Increase your personal and organizational brand

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 5: Dedicate Time

•  Dedicate time each and every week

•  Set strategy

Using Social Media for Competitive Intelligence

How to Implement a Social Media Program

Step 5: Dedicate Time

•  Dedicate time each and every week

•  Set strategy

•  Monitor and set benchmarks

•  Add competitive intelligence to marketing strategies

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Generate Leads from Websites:

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Generate Leads from Websites:

1.  Use your social media accounts to build relationships with your target customers

•  Add connections on Facebook, LinkedIn, Twitter, etc.

•  Have a narrow focus of people you reach out to

•  Follow professionals and organizations

•  Build your own following and reputation

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Generate Leads from Websites:

1.  Use your social media accounts to build relationships with your target customers

•  Add connections on Facebook, LinkedIn, Twitter, etc.

•  Have a narrow focus of people you reach out to

•  Follow professionals and organizations

•  Build your own following and reputation

2.  Join Groups, Communities, and Chats

•  Industry related groups and online forums

•  Create articles

•  Post advice and gain credibility

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Generate Leads from Websites:

1.  Use your social media accounts to build relationships with your target customers

•  Add connections on Facebook, LinkedIn, Twitter, etc.

•  Have a narrow focus of people you reach out to

•  Follow professionals and organizations

•  Build your own following and reputation

2.  Join Groups, Communities, and Chats

•  Industry related groups and online forums

•  Create articles

•  Post advice and gain credibility

3.  Use Social Networks that Make Sense to You

•  Be selective with what social media sites you’re involved with

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

Generate Leads from Websites:

1.  Use your social media accounts to build relationships with your target customers

•  Add connections on Facebook, LinkedIn, Twitter, etc.

•  Have a narrow focus of people you reach out to

•  Follow professionals and organizations

•  Build your own following and reputation

2.  Join Groups, Communities, and Chats

•  Industry related groups and online forums

•  Create articles

•  Post advice and gain credibility

3.  Use Social Networks that Make Sense to You

•  Be selective with what social media sites you’re involved with

•  Images are powerful

•  Social media takes time

•  Don’t be too aggressive

Using Social Media for Competitive Intelligence

Conclusion

•  Social media sites can drive competitive intelligence

•  Create a plan to brand yourself and your organization

Using Social Media for Competitive Intelligence

Conclusion

•  Social media sites can drive competitive intelligence

•  Create a plan to brand yourself and your organization

•  Various tools can be used to draw competitive strategies

•  Organizations can develop social intelligence plans

Using Social Media for Competitive Intelligence

Conclusion

•  Social media sites can drive competitive intelligence

•  Create a plan to brand yourself and your organization

•  Various tools can be used to draw competitive strategies

•  Organizations can develop social intelligence plans

•  Social platforms can be used to uncover competitor insights

•  Those insights can drive strategies and validate organizational positioning

Using Social Media for Competitive Intelligence

Using Social Media for Competitive Intelligence

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Using Social Media for Competitive Intelligence

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