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    Aspectx Prsa08dy1 Aspectx Prsa08dy1 Presentation Transcript

    • “ 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
    • Spock
    • 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]