Is Social Media Missing from Your Competitive Intelligence?

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Provides an overview on the use of social media to increase your understanding of your competitive environment. By Crimson Consulting's Glenn Gow.

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Is Social Media Missing from Your Competitive Intelligence?

  1. 1. Is Social Media Missing from Your Competitive Intelligence? Glenn Gow CEO Gow, Crimson Consulting www.crimson-consulting.com © CRIMSON CONSULTING 2010
  2. 2. New Competitive Intelligence Capabilities from Social Media  Pairing CI with social media broadens the CI scope to include additional tactical and strategic information  Expands information sources to include competitors and competitors competitors’ customers  Broadens CI time horizon to drive immediate, near-term, and long-term actions  Three actionable opportunities: 1. Real-time Response: Combating misinformation about your company and products 2. Near-term Opportunities: Enabling rapid response marketing 3. Deeper Insights: Improving long-term product development www.crimson-consulting.com © CRIMSON CONSULTING 2010
  3. 3. Real-Time Response Combat Misinformation  Eliminate the “tsunami of misinformation” in non-familiar New places such as competitors’ forums Capability  Respond in real-time to erroneous and misleading info with facts, references, and links, , , , New not opinions Actions Impact Time Immediate Horizon www.crimson-consulting.com © CRIMSON CONSULTING 2010
  4. 4. Near-Term Opportunities Combat Rapid Marketing Misinformation Response  Eliminate the “tsunami of  Take advantage of competitive misinformation” in non-familiar issues faster than possible today New places such as competitors’ forums Capability  Respond in real-time to  Use reactions to your messaging erroneous and misleading info in competitive forums to make with facts, references, and links, , , , modifications to current New not opinions messaging Actions  Use evidence of failure or weakness in competitive messaging or operations to create targeted new programs Impact Time Immediate Near-Term Near- Horizon www.crimson-consulting.com © CRIMSON CONSULTING 2010
  5. 5. Deeper Insights Combat Rapid Marketing Long-Term Product Misinformation Response Improvement  Eliminate the “tsunami of  Take advantage of competitive  Gain deeper insights into the misinformation” in non-familiar issues faster than possible today needs of your target market, New places such as competitors’ including users of competitive forums products Capability  Gain insight into the product direction of your key competitors  Respond in real-time to  Use reactions to your messaging  Inform the product roadmap of erroneous and misleading info in competitive forums to make new market requirements gained with facts, references, and links, , , , modifications to current from competitors’ customers p New not opinions messaging  Use intelligence gained from Actions  Use evidence of failure or listening to competitors’ own weakness in competitive information sources to better messaging or operations to discern competitor’s product create targeted new programs direction and strategy Impact Time Immediate Near-Term Near- Long-Term Long- Horizon www.crimson-consulting.com © CRIMSON CONSULTING 2010
  6. 6. Thank You! Crimson Consulting g 4970 El Camino Real, Los Altos, CA 94022 650.960.3600 www.crimson-consulting.com Glenn Gow, Partner 650.429.0334 650 429 0334 ggow@crimson-consulting.com www.crimson-consulting.com © CRIMSON CONSULTING 2010

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