How to Enhance Competitive Insights Using Internal Social Media

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  • What makes a good Advocate?
    Knows the subject
    Is a good communicator
    Understands cultures and behaviors
    Has energy and authority
    Understand social networks and endorses enterprise 2.0 principles
    Is prepared to get his hands dirty
    Can spend sufficient time on:
    Promoting the community
    Increasing membership
    Lining up the members
    Initiating discussions
    Asking and answering questions
    Posting information which is useful to the members
  • Keep it simple: Begin very simple, less is more, allow customization & personalization
    Light Goverance model: Code of conduct + self regulating community (NOT control, censorship, hierarchy)
    Make yourself visible as an expert and finding your peers and complements across the company
    Share information about markets, challenges, competitors, best practices, etc.
    A state-of-the art and easy-to-use Enterprise 2.0 collaboration platform, already adopted by (name sponsor, executive management members etc)
    (CoI specific value propositions, incentives and benefits)
  • Frequent executive reach out by the sponsor and advocate
    Post/Submit articles on existing webpages, newsletter, blogs, etc. that reach your tagrget audience
    Use existing networks to inform pssible mebers you’re your community
    Send a one-time broadcast message to the entire polulation contaiing your targer audience
    Suggest to those with questions or inteest in your topic that they join your community
    Participate to discussions n other communities, to promote your community
    Request that links to your community be added on all relevant web sites
    Use links to your community in your signature
  • REAL INFORMATION
    AT&T Story: Artivcle about llow performance of a SPs bcause of our discussion within 24 hours technicans discussed openly the issue and Manager provided insight – although started a good discussion what to shra inside/outside and about crisis managment
    TAKE A STAND
    Use posts to take a staad end even be provocative – use it to start a converstaion, no finish one
    RECOGNIZE OTHERS
    Highlight other‘s peoples‘ work that you find interesing. ALways make it about someone lese
    LISTEN to teh commmunity
    Get involved, by doing that, you‘ll have a better understanding of what‘s important or how to talk to them
  • Monitor and measure the success of the community
    Define and measure relevant and appropriate KPIs
    Fact & Figures + Use cases & success stories
    Adjust/intervene when necessary
    Recognize and celebrate
    Focus on people and culture, not on content
    Recognize key community members or contributions
    Extend community recognition to organization recognition
    Celebrate successes made possible by the CoI or the collaboration platform
    Don’t give up
    Recognize it will take time and resources, and that communities are not established ‘overnight’
    Make sure the key stakeholders understanding social media and get their hands dirty
    Advocates play a key role in promoting and growing the community
  • New Objectives
    Transparency, openness, trust & responsibility
    Collaboration
    Sharing and best practice vs. silos & duplication
    Relevance & keep the goal
  • How to Enhance Competitive Insights Using Internal Social Media

    1. 1. How to Enhance Competitive Insights Using Internal Social Media A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 13 November 2013 ~ featuring ~ Alexandra Nelles The Intelligence Collaborative http://IntelCollab.com #IntelCollab Arik Johnson Powered by
    2. 2. Alexandra Nelles Alexandra Nelles is market intelligence Specialist at Güntner GmbH & Co. KG with over 13 years of experience in Competitive Intelligence, Strategy Analysis and Information Management. Up until recently she was Competitive Intelligence manager at Alcatel-Lucent where she started her career by setting up the Information Research Centre for Germany. With the merger of Alcatel and Lucent she joined the Corporate Strategy Department before moving on to the Marketing Group where she set up the CI-Function. During the last years she was involved in setting up the company wide knowledge management system and the usage of Social Media to improve Competitive Intelligence. Nelles studied library science at the University of Applied Sciences and Arts, Hannover and holds an MBA from the GeorgSimon-Ohm Management Institute, Nürnberg. Email: Alexandra.nelles@t-online.de The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    3. 3. Questions, Commentary & Content α α α α The Intelligence Collaborative http://IntelCollab.com #IntelCollab Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered by
    4. 4. Agenda ► Why a CI-Community? ► Five Steps for building a community ► Key Takeaways ► Q&A and Discussion The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    5. 5. FIVE STEPS FOR BUILDING A COMMUNITY Identify the purpose and define the community Find a sponsor and attract advocates Launch the community and develop the practice Facilitate, manage and moderate Monitor, celebrate and persist The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    6. 6. 1 - IDENTIFY THE PURPOSE AND DEFINE THE COMMUNITY Based on Topics not assignments What is the goal of the community? Are there overlaps with existing communities? Is there an existing team that could be the core of the new community? Independent of organization structure The Intelligence Collaborative http://IntelCollab.com #IntelCollab Is there an existing distribution list of people interested in the topic? Pick a broad scope to start with Powered by
    7. 7. 1 - WHY A CI-COMMUNITY? LEVERAGE THE KNOWLEDGE HIDDEN IN THE COMPANY MARKETING TOOL Reach a wider audience, break down silos, avoid duplication Engage CI Community COLLABORATION Get Feedback from CI-Users, learn who they are & what they need SHARING AND BEST PRACTICE Crowd sourcing, get insights from people in the field The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    8. 8. 2 -KEY COMMUNITY ROLES EXECUTIVE SPONSOR ADVOCATE(S) MODERATOR OR FACILITATOR* KEY CONTRIBUTOR S The Intelligence Collaborative http://IntelCollab.com #IntelCollab Endorses, enables and empowers the community, internally and externally. Is able to envision the value of the community over time to both the members as well as the organization. Define the community vision, focus, strategy, and direction. Energizes the collaboration process and provides continuous nourishment for the community. Communicate a sense of passion and guide the community towards its goals. Works directly with the champion and platform owner. Responds to the needs of the community and promotes tools, recurring events, regular communications, and Contributions. Selected subject matter experts that start disucssions, help answer questions and assist the moderator to keep the community active. Are expected to be present on community calls and at meetings and regularly contribute in threaded discussions Powered by
    9. 9. 2 - FIND A SPONSOR AND ATTRACT ADVOCATES What makes a good Advocate? • Knows the subject • Is a good communicator • Understands cultures and behaviors • Has energy and authority • Understand social networks and endorses enterprise 2.0 principles The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    10. 10. 3 - LAUNCH THE COMMUNITY AND DEVELOP THE PRACTICE • Keep it simple • Adopt a light governance model • Engage promotional messages towards community members • Recruit/invite the initial members • Communicate about the community • Provide initial instructions and contacts for getting help The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    11. 11. JAKOB NIELSEN’S 90-9-1 RULE What motivates people to participate? 1% • Expressing themselves heavy participation • Supporting others • Listening & learning 9% light participation • Sharing knowledge • (Perceived) convenience • Recognition • Power • The culture of the organization 90% lurkers Top-5 obstacles for not participating • Motivating people to engage • Getting people to come back • Finding time to engage • (Perceived) missing features • (Middle) management buy-in The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    12. 12. 3 – RECRUITING COMMUNITY MEMBERS Recruit / invite the initial members The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    13. 13. 4 – FACILITATE, MANAGE AND MODERATE Recognize others Real Information Take a stand Continuous Training Listen The Intelligence Collaborative http://IntelCollab.com #IntelCollab Self Author Increase content relevance and searchability Powered by
    14. 14. 5 – MONITOR, CELEBRATE AND PERSIST • Monitor and measure the success of the community • Recognize and celebrate • Don’t give up! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    15. 15. 5 – INTERNAL SURVEY AFTER 1 YEAR The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    16. 16. HOW TO INCREASE THE “ACTIVE “ PARTICIPATION RATE? As a community’s knowledge base grows, more members will join to seek out that knowledge… The more members a community has, the richer the community’s knowledge base becomes… The easier it is for members to connect, collaborate, and contribute, the more members you will get and the richer the knowledge base becomes… As you connect content to members and their profiles, the more members will connect with each other and form their own networks… The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    17. 17. KEY TAKEAWAYS • Get and stay in front of the discussion • Transparency works • Agile evolution • Don’t expect people just to “get it” because of Facebook • Focus on behaviors not tools The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by
    18. 18. Thank you! Now how about a little Q&A? Alexandra Nelles Email: alexandra.nelles@t-online.de Twitter: @alexblue Phone: 0176 / 228 44305 The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve realworld business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time! The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by

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