Aspectx Prsa08dy1

“ Digging Into New Tech Topics: Where and How To Maximize Web Research” By Dawn Marie Yankeelov, President, ASPectx And David Gordon Schmidt, VP of Public Relations Services, Smith-Winchester

We Will Cover:
The Meaning of Competitive Intelligence
Levels of Research
Beyond the Basic Google Box
Resources of Merit
Quick Picks of New Tools
Technology Research Changes
How-To Frameset Research for Tech
Evaluation Approaches

Competitive Intelligence
n. Abbr. CI A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations.
CI is the process of enhancing marketplace competitiveness through a greater, ethical understanding of a firm's competitors and the competitive environment.

Why CI?
It’s important to know:
Who are your clients and the conditions affecting;
What is your specialty based on the environment;
What the market is doing globally, locally, regionally, nationally, and in international subsets;
How other corporations with similar missions are responding;
Where industry trends may impact your decisions.

Solid CI: Research + Analysis
Role of Analysis in the Intelligence Process:
Produces intelligence for the decision-maker
Guides collection and provides feedback
Provides understanding of incomplete and ill-defined developments and actions

Types of Research
Internet Only
Focus Groups
One-to-One interviews
Trends & Other Research Reports
Conference Fodder Online
Experts Only Questions to Get to a Future

Types of Research
Survey Said (Online/Offline)
Competitor-Focused, Trade Show Approaches
Trade Magazine Values

Types of Research
SURVEY SAID
Quantitative
10 questions or less—What do you really need to know?
Free basic survey tools (Survey Monkey, others)
Qualitative
Off-line methods may work better (Focus Groups)
NO ING

Types of Research
TRADE SHOW APPROACHES
Visit Competitor’s Exhibits
Be the writer; ask questions
See Product Demonstrations
Deeper understanding

Types of Research
TRADE PUBLICATIONS
Publication websites
Scan back issue headlines
Searchable archives
Connect with industry blogs
Subscribe to print versions
Core articles / deeper content

Types of Research
TRENDS AND REPORTS
Associations
Join: tap into available research, directory of members, etc.
Don’t Join (due to expense): coax out data and insights anyway

Beyond the Google Box: Google Labs, and Family
Google Alerts
Google Analytics—YouTube
Framing the Question
Mashups, Google Maps
Google Scholar
Google AdWords

Beyond the Google Box
GOOGLE ADWORDS
Measure Keyword Usage (free tools)
Test Messages (and Vocabulary)

Google the “GodFather”
Structured data, parsed, and converted
Preferred choices to get answers
Large player advantage or “special” relationships

Google Way or the Highway

Back to Might is Right: Single Vendor

Going on a Manhunt:Tools
Spock : NEW: data rationalization, 100 Mil
Zoominfo : recruiting and internal search
Cambridge Who’s Who : private specials
Gleamd : voting on others
Fast Pitch : self-generation promo
Latino AIM Pages : virtual ethnography
Jigsaw : Sales Leads
Spoke and LinkedIn : Professional Contacts
Wink : Big Daddy Aggregator

GleamD

Resources of Merit

What’s New?
CUIL.COM
Launched summer 2008
120 billion web pages and counting
Less focus on popularity
Try it!
Web 3.0 preview

Resources of Merit

‘ All in one’ PR Automation Software Media Outreach Message Management Complete Analytics Media Directory (PRN) Media Monitoring Clip Books Reports & Charting Planning & Calendaring

Site Traffic Measurement

Quick Answers

Communities Research

The Power of Giving

Framesetting Research: SWOT Analysis
Strengths >
Weaknesses?
Opportunities ?
Threats>

Strengths: Examples
Patents
Reputable brand names
A solid reputation
Cost advantages
Stable access to resources
Excellent distribution channels

Weaknesses: Examples
Lack of patent protection
No reputation among customers
Rising cost structure
Limited product resources
No Stable distribution channels

Opportunities
Unmet customer need
Advent of new technologies
Release of regulations
No international trade barrier

Threats
Shifts in consumer tastes away from your services
Growth in substitute products
New industry regulations
Increased trade issues across borders

Secondary research scenarios
Need to Know How Big an Industry is
Want to Find Competitor Names in an Industry
Gather Statistics of Note
Industry State of Union Reports
Databases of Potential Clients
Key Buzzwords in a Category
Marketing Documents of Competitors/Manuals

Internal CI: Ask
--Find out perceptions in departments on topic
--Ask for ideas that could impact bottom line
--Reward innovation formally in awards, recognition, bonuses etc.
--Promote healthy regular exchanges at least quarterly on the state of affairs within

What Do you Get?
Research can bring…
Unique Selling Proposition into Light
Invention of a New Tech Space
Understanding the Competition
Focus!!!

Contact Information
www.aspectx.com
www.smith-winchester.com
[email_address]
[email_address]

Aspectx Prsa08dy1

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