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Aspectx Prsa08dy1

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  • 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. 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
  • 3. 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.
  • 4. 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. 
  • 5. 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
  • 6. 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
  • 7. Types of Research
    • Survey Said (Online/Offline)
    • Competitor-Focused, Trade Show Approaches
    • Trade Magazine Values
  • 8. 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
  • 9. Types of Research
    • TRADE SHOW APPROACHES
      • Visit Competitor’s Exhibits
      • Be the writer; ask questions
      • See Product Demonstrations
      • Deeper understanding
  • 10. 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
  • 11. 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
  • 12. Beyond the Google Box: Google Labs, and Family
    • Google Alerts
    • Google Analytics—YouTube
    • Framing the Question
    • Mashups, Google Maps
    • Google Scholar
    • Google AdWords
  • 13. Beyond the Google Box
    • GOOGLE ADWORDS
    • Measure Keyword Usage (free tools)
    • Test Messages (and Vocabulary)
  • 14. Google the “GodFather”
    • Structured data, parsed, and converted
    • Preferred choices to get answers
    • Large player advantage or “special” relationships
  • 15. Google Way or the Highway
  • 16. Back to Might is Right: Single Vendor
  • 17.  
  • 18. 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
  • 19. Spock
  • 20. GleamD
  • 21. Resources of Merit
  • 22. What’s New?
    • CUIL.COM
      • Launched summer 2008
      • 120 billion web pages and counting
      • Less focus on popularity
      • Try it!
    • Web 3.0 preview
  • 23. Resources of Merit
  • 24. ‘ All in one’ PR Automation Software Media Outreach Message Management Complete Analytics Media Directory (PRN) Media Monitoring Clip Books Reports & Charting Planning & Calendaring
  • 25. Site Traffic Measurement
  • 26. Quick Answers
  • 27. Communities Research
  • 28. The Power of Giving
  • 29. Framesetting Research: SWOT Analysis
    • Strengths >
    • Weaknesses?
    • Opportunities ?
    • Threats>
  • 30. Strengths: Examples
    • Patents
    • Reputable brand names
    • A solid reputation
    • Cost advantages
    • Stable access to resources
    • Excellent distribution channels
  • 31. Weaknesses: Examples
    • Lack of patent protection
    • No reputation among customers
    • Rising cost structure
    • Limited product resources
    • No Stable distribution channels
  • 32. Opportunities
    • Unmet customer need
    • Advent of new technologies
    • Release of regulations
    • No international trade barrier
  • 33. Threats
    • Shifts in consumer tastes away from your services
    • Growth in substitute products
    • New industry regulations
    • Increased trade issues across borders
  • 34. 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
  • 35. 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
  • 36. What Do you Get?
    • Research can bring…
      • Unique Selling Proposition into Light
      • Invention of a New Tech Space
      • Understanding the Competition
      • Focus!!!
  • 37. Contact Information
    • www.aspectx.com
    • www.smith-winchester.com
    • [email_address]
    • [email_address]