Competitive Intelligence and Social Media
Upcoming SlideShare
Loading in...5
×
 

Competitive Intelligence and Social Media

on

  • 466 views

The presentation was held at the University of Hannover, Forschungkolloquium European Studies, May 16, 2012 ...

The presentation was held at the University of Hannover, Forschungkolloquium European Studies, May 16, 2012

It provides an overview about what Competitive Intelligence is and how it is done in an global company, how external Social Media applications are used to perform Competitive Intelligence and which Social Media tools are available within the company to conduct Competitive Intelligence

Statistics

Views

Total Views
466
Views on SlideShare
466
Embed Views
0

Actions

Likes
0
Downloads
11
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Competitive Intelligence and Social Media Competitive Intelligence and Social Media Presentation Transcript

  • COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.Competitive Intelligence and Social MediaAlexandra Nelles, Alcatel-LucentMay 17, 2012
  • WHAT THIS PRESENTATION IS ABOUTWhat is Competitive Intelligence?Definition and how is it done in an international companySocial Media usage outside the companyHow we use Social Media outside the company toCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.Social Media usage inside the companyThe tools available within the company to conductCompetitive IntelligenceHow we use Social Media outside the company toperform Competitive Intelligence
  • WHAT COMPETITIVE INTELLIGENCE IS NOTCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.3Klaus Nahr
  • WHAT COMPETITIVE INTELLIGENCE IS NOTCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.4Zephyrinus
  • WHAT COMPETITIVE INTELLIGENCE IS NOTCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.5Mondo Gasparotto
  • WHAT IS COMPETITIVE INTELLIGENCE?The official Definition“CI is a necessary, ethical business discipline for decisionmaking based on understanding the competitive environment”Strategic and Competitive Intelligence ProfessionalsCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.6
  • CI IN THE BUSINESS PLANNING PROCESSGeneral Environment Task EnvironmentOrganizationsInternal EnvironmentCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.7
  • IMPROVE DECISION MAKINGCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.8
  • MINIMIZE THREATS• Not realizing you have a problem is often… the start of a problemCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.9
  • FIND NEW OPPORTUNITIESCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.10
  • WHAT IS COMPETITIVE INTELLIGENCE?CI Professionals see things others do not seeCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.11
  • CI 2020DynamismTechnologyComplexityUncertainty & RiskCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.12
  • KEY TAKEAWAYS• CI improves decision making,minimizes threats andmaximizes opportunitiesCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.13maximizes opportunities
  • “A Platform to facilitateInformation ExchangeSOCIAL MEDIACOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.14Information Exchangebetween users”Kaplan, Andreas M.; Michael Haenlein (2010)KEXINO.COM
  • SOCIAL MEDIASocial Media Prisma 4.0 – Overview of the Social Web inGermanyCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.15
  • SOCIAL MEDIAMost used Social Media sitesCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.16Source: 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 platformslike Scribd, Slideshare
  • SOCIAL MEDIACI relevant content is availableCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.1736% of social networkers inEurope posts company/ brandrelated information on socialmediaSource: InSites Consulting, Social Media around the world
  • SOCIAL MEDIACI relevant content is availableCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.1819% talks abouttheir company on socialmediaSource: InSites Consulting, Social Media around the world
  • SOCIAL MEDIA OUTSIDE THE COMPANYCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.19
  • • Use ProfessionalNetworks to identify• A summary of thecompany• Office locations and anindication how manypeople work at thatSOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social NetworksCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.20people work at thatlocation• Company size• Revenues• Year founded• Common job titles• Recent job postings
  • • Use Professional Networksto identify• Recent hires• Recent promotions withinthe company• Where companiesemployees come from andSOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social NetworksCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.21employees come from andgo to• Top schools employeesgraduated from• Employee Qualifications• Status updates of employees
  • SOCIAL MEDIA OUTSIDE THE COMPANYVideo SharingCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.22Discover:Company OverviewTrade Show InsightsProduct descriptions
  • SOCIAL MEDIA OUTSIDE THE COMPANYVideo SharingCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.23GainFactoryInsights
  • SOCIAL MEDIA OUTSIDE THE COMPANYSlideshareCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.24Find Product Infos,ConferencePresentations, WhitePapers
  • Follow blogs to keepSOCIAL MEDIA OUTSIDE THE COMPANYBlogsCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.25Follow blogs to keepup on date on whatthey are interested in& who they meet
  • Learn what customers like /don’t like, how they want thecompany to improve andwhich activities the companyis pursuingSOCIAL MEDIA OUTSIDE THE COMPANYProduct DevelopmentCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.26
  • SOCIAL MEDIA OUTSIDE THE COMPANYProduct DevelopmentCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.27Find out aboutinnovation needsof companies
  • Follow competitorsto keep up on dateon what they areinterested in &who they meetSOCIAL MEDIA OUTSIDE THE COMPANYTwitterCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.28
  • SOCIAL MEDIA OUTSIDE THE COMPANYTrade Show IntelligenceCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.29This infographic data was derived from social media mentions about CTIA 2012. These statistics reflect public social mediamentions from April 9 - May 9, 2012. http://z-comm.com/stateofthelisten/ctia2012/#.T659QVIqfbg
  • SOCIAL MEDIA OUTSIDE THE COMPANYGoogle MapsCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.30Explore competitorfacilities
  • Discover which peopleinteract the most and whattheyre talking aboutFind relevant people tofollowSOCIAL MEDIA OUTSIDE THE COMPANYMentionmapCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.31http://www.mentionmapp.com
  • Identify active competitorsand keep up to date onareas they are active inSOCIAL MEDIA OUTSIDE THE COMPANYQuoraCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.32http://www.quora.com
  • KEY TAKEAWAYS• CI improves decision making,minimizes threats and maximizesopportunitiesCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.33• Public used Social Media ismainly used for informationresearch to perform CI
  • SOCIAL MEDIA INSIDE THE COMPANYCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.34
  • SOCIAL MEDIA INSIDE THE COMPANYCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.35
  • Making it easier for people to work across organizationalboundaries to solve Alcatel-Lucent challenges and drivetransformation throughout the companySOCIAL MEDIA INSIDE THE COMPANYSocial Networking PlatformCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.36
  • SOCIAL MEDIA INSIDE THE COMPANYSocial Networking PlatformCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.37
  • KEY TAKEAWAYS• CI improves decision making,minimizes threats and maximizesopportunities• Public used Social Media is mainly usedCOPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.38• Public used Social Media is mainly usedfor information research to perform CI• Social Media platforms can be usedinternally to support definition of KITs,Information research anddissemination
  • Contact:Alcatel-LucentAlexandra NellesEmail: alexandra.nelles@alcatel-lucent.comPhone: +49 911 / 526 6068COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.39