Using Social Media for Competitive Intelligence
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The document discusses the use of social media for competitive intelligence (CI), highlighting its role in enabling informed decision-making for businesses. It emphasizes the ethical collection and analysis of information while providing steps to implement a social media strategy for monitoring competitors and engaging customers. Additionally, it outlines best practices and strategies for gathering insights and building relationships through social media platforms.
Using Social Media for Competitive Intelligence
- 1. Using Social Media for Competitive Intelligence Primary Research CX/CI Experts www.market-awareness.com Monthly CX/CI Webinar Series:
- 2. Using Social Media for Competitive Intelligence VoiceoftheBusinessAcademy.com •  On-demand courses, roadmaps, testing •  Accreditation and certification •  “How” in addition to “why” •  Templates to implement in your organization •  Created by professionals who have implemented in the real-world •  Organizations can select courses to create their own training programs
- 3. Using Social Media for Competitive Intelligence Quick Introduction of Webinar
- 4. 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
- 5. 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
- 6. Using Social Media for Competitive Intelligence Using Social Media for Competitive Intelligence
- 7. Using Social Media for Competitive Intelligence 1.  Competitive Intelligence – is not just “competitor” Intelligence Using Social Media for Competitive Intelligence
- 8. 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
- 9. 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. 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
- 17. 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
- 18. 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
- 19. 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
- 20. 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
- 21. 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
- 22. 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
- 23. 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
- 24. 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
- 25. 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
- 26. 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
- 27. 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
- 28. 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
- 29. 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
- 30. 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
- 31. How to Implement a Social Media Program Using Social Media for Competitive Intelligence
- 32. How to Implement a Social Media Program Step 1: Listen First – Speak Later Using Social Media for Competitive Intelligence
- 33. 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
- 34. 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
- 35. 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
- 36. 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
- 37. 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
- 38. 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
- 39. 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
- 40. 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
- 41. How to Implement a Social Media Program Step 3: Define Key Performance Indicators Using Social Media for Competitive Intelligence
- 42. 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
- 43. 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
- 44. How to Implement a Social Media Program Step 4: Dive in Using Social Media for Competitive Intelligence
- 45. 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
- 46. 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
- 47. 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
- 48. Using Social Media for Competitive Intelligence Generate Leads from Websites: Using Social Media for Competitive Intelligence
- 49. 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
- 50. 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
- 51. 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
- 52. 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
- 53. Conclusion •  Social media sites can drive competitive intelligence •  Create a plan to brand yourself and your organization Using Social Media for Competitive Intelligence
- 54. 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
- 55. 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
- 56. Using Social Media for Competitive Intelligence Upcoming Webinars @ www.market-awareness.com)
- 57. Using Social Media for Competitive Intelligence Thank you… Email any questions to: management@market-awareness.com