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Agenda
Overview of Competitive Intelligence Opportunities for Competitive Intelligence Use Cases of Social Media in Competitive Intelligence Examples and Best Practices Defensive Competitive Intelligence Key Learning
About Alterian
Do you just blast email or do you make it relevant, timely and personalised
Your Brand
Do you listen to the conversations about your brand that customers are having? Do you know who your customers are, their value to you now and in the future
If you know the enemy and know yourself you need not fear the results of a hundred battles.
Sun Tzu, The Art of War
Only the enlightened ruler and wise general can use people of superior knowledge as spies will they surely achieve great merit.
The living spy returns and reports. Employ the native spy from the local people. Employ the inner spy from their officials. Employ the turned spy from among the enemy spies. The dead spy spreads false information abroad
OVERVIEW
THEN
NOW
Images: Bladediary.com stencil, webtreats.mysitemyway.com
Practice of analyzing social media data to drive actionable competitive marketing and business strategy Informs a variety of marketing and business functions
Competitor Strategy
Informs
Drives
Marketing
Creates
Inspires
Crisis Management Reputa4on Monitoring Customer Service Corporate Marke4ng Sales Lead Gen Interac4ve media buying Customer Segmenta4on Inuencer marke4ng Compe44ve Insight Product Development/Innova4on Public Rela4ons
Proac,ve
Use Case
Campaign measurement Campaign tracking Brand marketing Reputation management Lead generation Influencer marketing Consumer segmentation Customer service Product innovation Market research
Benefit
Test campaign effectiveness with competitors Measure social/viral spread of competitive campaign Understand how customers talk about competitive products Measure customer sentiment of competitive brands Monitor for competitive sales opportunities, channels Target for WOM, reputation, editorial advantages Understand motivations and drivers for purchase/affinity Seek out issues and supporting through interactive channels Improve current products or develop new offerings based on consumer opinions Strategically analyze new segments, offerings, business models, etc.
Source: Competition as an Opportunity The ROI of Competitive Insight Across a Product Lifecycle by Connie Bensen
Source: Competition as an Opportunity The ROI of Competitive Insight Across a Product Lifecycle by Connie Bensen
PRE-LAUNCH
Average per day: 6,277
POST-LAUNCH
Average per day: 5,474
PRE-LAUNCH
Average per day: 3,230
POST-LAUNCH
Average per day: 4,151
Daily volume
Brand X
Brand Y
Brand Y
Brand X
PRE-LAUNCH POST-LAUNCH
Brand Y 20306
Brand Z 196314
PR and Announcement> Games and Applications> Phone Features and Design> Phone Carrier > Service Plans
Games/Applications and Android > Phone Features and Design> Phone Carrier> Pricing> PR and Announcement
Technical Inquiry > Games and Applications> Phone Features and Design> Availability PR and Announcement
*Data range: 9/5/2010 to 9/20/2010
Marketers
Social Media training Social media policies Social media security Competitive Intelligence
IT & Compliance
User education & adoption Compliance & Legal issues Risk of data loss Exposed social media data
Reference: http://barryhurd.com/2010/11/competitive-intelligence-and-social-media-security/
Key Takeaways
Key Learning # 1
Aggregate
Track
Key Learning # 2
Industry trends
Influencer trends
Key Learning # 3
Web Analytics
Integrate social with other data for deeper insights
Search
Offline data
Key Learning # 4
Dont be afraid
Realize social intelligence gathering goes both ways Evolve with the business Be flexible
THANK YOU