Aspectx Prsa08dy1


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Aspectx Prsa08dy1

  1. 1. “ 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
  2. 2. We Will Cover: <ul><li>The Meaning of Competitive Intelligence </li></ul><ul><li>Levels of Research </li></ul><ul><li>Beyond the Basic Google Box </li></ul><ul><li>Resources of Merit </li></ul><ul><li>Quick Picks of New Tools </li></ul><ul><li>Technology Research Changes </li></ul><ul><li>How-To Frameset Research for Tech </li></ul><ul><li>Evaluation Approaches </li></ul>
  3. 3. Competitive Intelligence <ul><li>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. </li></ul><ul><li>CI is the process of enhancing marketplace competitiveness through a greater, ethical understanding of a firm's competitors and the competitive environment. </li></ul>
  4. 4. Why CI? <ul><li>It’s important to know: </li></ul><ul><ul><li>Who are your clients and the conditions affecting; </li></ul></ul><ul><ul><li>What is your specialty based on the environment; </li></ul></ul><ul><ul><li>What the market is doing globally, locally, regionally, nationally, and in international subsets; </li></ul></ul><ul><ul><li>How other corporations with similar missions are responding; </li></ul></ul><ul><ul><li>Where industry trends may impact your decisions.  </li></ul></ul>
  5. 5. Solid CI: Research + Analysis <ul><li>Role of Analysis in the Intelligence Process: </li></ul><ul><li>Produces intelligence for the decision-maker </li></ul><ul><li>Guides collection and provides feedback </li></ul><ul><li>Provides understanding of incomplete and ill-defined developments and actions </li></ul>
  6. 6. Types of Research <ul><li>Internet Only </li></ul><ul><li>Focus Groups </li></ul><ul><li>One-to-One interviews </li></ul><ul><li>Trends & Other Research Reports </li></ul><ul><li>Conference Fodder Online </li></ul><ul><li>Experts Only Questions to Get to a Future </li></ul>
  7. 7. Types of Research <ul><li>Survey Said (Online/Offline) </li></ul><ul><li>Competitor-Focused, Trade Show Approaches </li></ul><ul><li>Trade Magazine Values </li></ul>
  8. 8. Types of Research <ul><li>SURVEY SAID </li></ul><ul><li>Quantitative </li></ul><ul><li>10 questions or less—What do you really need to know? </li></ul><ul><li>Free basic survey tools (Survey Monkey, others) </li></ul><ul><li>Qualitative </li></ul><ul><li>Off-line methods may work better (Focus Groups) </li></ul>NO ING
  9. 9. Types of Research <ul><li>TRADE SHOW APPROACHES </li></ul><ul><ul><li>Visit Competitor’s Exhibits </li></ul></ul><ul><ul><li>Be the writer; ask questions </li></ul></ul><ul><ul><li>See Product Demonstrations </li></ul></ul><ul><ul><li>Deeper understanding </li></ul></ul>
  10. 10. Types of Research <ul><li>TRADE PUBLICATIONS </li></ul><ul><ul><ul><li>Publication websites </li></ul></ul></ul><ul><ul><ul><li>Scan back issue headlines </li></ul></ul></ul><ul><ul><ul><li>Searchable archives </li></ul></ul></ul><ul><ul><ul><li>Connect with industry blogs </li></ul></ul></ul><ul><ul><ul><li>Subscribe to print versions </li></ul></ul></ul><ul><ul><ul><li>Core articles / deeper content </li></ul></ul></ul>
  11. 11. Types of Research <ul><li>TRENDS AND REPORTS </li></ul><ul><ul><ul><li>Associations </li></ul></ul></ul><ul><ul><ul><li>Join: tap into available research, directory of members, etc. </li></ul></ul></ul><ul><ul><ul><li>Don’t Join (due to expense): coax out data and insights anyway </li></ul></ul></ul>
  12. 12. Beyond the Google Box: Google Labs, and Family <ul><li>Google Alerts </li></ul><ul><li>Google Analytics—YouTube </li></ul><ul><li>Framing the Question </li></ul><ul><li>Mashups, Google Maps </li></ul><ul><li>Google Scholar </li></ul><ul><li>Google AdWords </li></ul>
  13. 13. Beyond the Google Box <ul><li>GOOGLE ADWORDS </li></ul><ul><li>Measure Keyword Usage (free tools) </li></ul><ul><li>Test Messages (and Vocabulary) </li></ul>
  14. 14. Google the “GodFather” <ul><li>Structured data, parsed, and converted </li></ul><ul><li>Preferred choices to get answers </li></ul><ul><li>Large player advantage or “special” relationships </li></ul>
  15. 15. Google Way or the Highway
  16. 16. Back to Might is Right: Single Vendor
  17. 18. Going on a Manhunt:Tools <ul><li>Spock : NEW: data rationalization, 100 Mil </li></ul><ul><li>Zoominfo : recruiting and internal search </li></ul><ul><li>Cambridge Who’s Who : private specials </li></ul><ul><li>Gleamd : voting on others </li></ul><ul><li>Fast Pitch : self-generation promo </li></ul><ul><li>Latino AIM Pages : virtual ethnography </li></ul><ul><li>Jigsaw : Sales Leads </li></ul><ul><li>Spoke and LinkedIn : Professional Contacts </li></ul><ul><li>Wink : Big Daddy Aggregator </li></ul>
  18. 19. Spock
  19. 20. GleamD
  20. 21. Resources of Merit
  21. 22. What’s New? <ul><li>CUIL.COM </li></ul><ul><ul><li>Launched summer 2008 </li></ul></ul><ul><ul><li>120 billion web pages and counting </li></ul></ul><ul><ul><li>Less focus on popularity </li></ul></ul><ul><ul><li>Try it! </li></ul></ul><ul><li>Web 3.0 preview </li></ul>
  22. 23. Resources of Merit
  23. 24. ‘ All in one’ PR Automation Software Media Outreach Message Management Complete Analytics Media Directory (PRN) Media Monitoring Clip Books Reports & Charting Planning & Calendaring
  24. 25. Site Traffic Measurement
  25. 26. Quick Answers
  26. 27. Communities Research
  27. 28. The Power of Giving
  28. 29. Framesetting Research: SWOT Analysis <ul><li>Strengths > </li></ul><ul><li>Weaknesses? </li></ul><ul><li>Opportunities ? </li></ul><ul><li>Threats> </li></ul>
  29. 30. Strengths: Examples <ul><li>Patents </li></ul><ul><li>Reputable brand names </li></ul><ul><li>A solid reputation </li></ul><ul><li>Cost advantages </li></ul><ul><li>Stable access to resources </li></ul><ul><li>Excellent distribution channels </li></ul>
  30. 31. Weaknesses: Examples <ul><li>Lack of patent protection </li></ul><ul><li>No reputation among customers </li></ul><ul><li>Rising cost structure </li></ul><ul><li>Limited product resources </li></ul><ul><li>No Stable distribution channels </li></ul>
  31. 32. Opportunities <ul><li>Unmet customer need </li></ul><ul><li>Advent of new technologies </li></ul><ul><li>Release of regulations </li></ul><ul><li>No international trade barrier </li></ul>
  32. 33. Threats <ul><li>Shifts in consumer tastes away from your services </li></ul><ul><li>Growth in substitute products </li></ul><ul><li>New industry regulations </li></ul><ul><li>Increased trade issues across borders </li></ul>
  33. 34. Secondary research scenarios <ul><li>Need to Know How Big an Industry is </li></ul><ul><li>Want to Find Competitor Names in an Industry </li></ul><ul><li>Gather Statistics of Note </li></ul><ul><li>Industry State of Union Reports </li></ul><ul><li>Databases of Potential Clients </li></ul><ul><li>Key Buzzwords in a Category </li></ul><ul><li>Marketing Documents of Competitors/Manuals </li></ul>
  34. 35. Internal CI: Ask <ul><li>--Find out perceptions in departments on topic </li></ul><ul><li>--Ask for ideas that could impact bottom line </li></ul><ul><li>--Reward innovation formally in awards, recognition, bonuses etc. </li></ul><ul><li>--Promote healthy regular exchanges at least quarterly on the state of affairs within </li></ul>
  35. 36. What Do you Get? <ul><li>Research can bring… </li></ul><ul><ul><li>Unique Selling Proposition into Light </li></ul></ul><ul><ul><li>Invention of a New Tech Space </li></ul></ul><ul><ul><li>Understanding the Competition </li></ul></ul><ul><ul><li>Focus!!! </li></ul></ul>
  36. 37. Contact Information <ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>