How to Monitor Social Media for Indicators of Industry and Market Change

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August Jackson from Ernst & Young discusses how he uses social media to track and anticipate industry and market change.

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  • How long have they been tweeting?Look at their tweets– do they look insightful or valuable?Who is retweeting, following, listing or commenting to them?What is their mix of original, retweet content and commentaryDoes their profile appear professional?
  • How to Monitor Social Media for Indicators of Industry and Market Change

    1. 1. How to Monitor Social Media for Indicators of Industry and Market Change A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 17 April 2013 ~ featuring ~ August Jackson Michel Bernaiche Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    2. 2. August Jackson is a competitive intelligence and strategy professional who focuses on the role of information and data as the basis for competitive advantage. August is the Vice Chair of the Strategic and Competitive Intelligence Professionals (SCIP). He is an Associate Director of Strategic Market August Jackson Intelligence at Ernst & Young LLP. Web: http://augustjackson.net Email: august@augustjackson.net Twitter: @8of12 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 real- world 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! Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    3. 3. Questions, Commentary & Content α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com. Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    4. 4. Agenda ► Social media as a piece of the CI puzzle ► Set up your Twitter profile and listening post ► Find and engage with experts ► Summary, Q&A and Discussion Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    5. 5. What is your existing point of view on your industry? Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    6. 6. What is your existing point of view on your industry? Society Technology Economy Environment Politics Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    7. 7. Social media is an important new piece of the competitive intelligence puzzle ►Supplements existing secondary sources Published Specialized ► Look for patterns and information news sources flows that are nearer to real time than traditional secondary sources ► Diversify perspectives on your industry ► Be skeptical of everything – it’s your Social job and good advice all the time anyway media ►A new kind of primary intelligence ► People who would never give interviews or get published share New hire insight via social media Win/Loss debriefs ► Get to know them and engage with them directly Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    8. 8. We’re going to focus on Twitter, but there are other social media platforms to consider for industry trends Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    9. 9. Create a professional Twitter profile Include a picture. Portraits are best, but icons or avatars are OK. Don’t let it be the generic Twitter egg. Remember your ethics. Use your real name and corporate affiliation. Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    10. 10. Pick a Twitter client: TweetDeck ►Free ►Owned by Twitter ►Columns for lists and saved searches ►Runs on Windows and Mac Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    11. 11. Pick a Twitter client: HootSuite ►Free and premium ►Cloud-based, Android and iOS apps ►Advanced social media management functions Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    12. 12. Create lists to associate like content and tame your information flow ► Twitter lists allow you to group Twitter followers into categories of your design and choosing ► Use them to tame the information flow ► We’re going to use lists to find experts Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    13. 13. Create lists of keywords to create saved Twitter searches ► Company names ► Products and brand names ► Specialized technical terms ► Hashtags for conferences and events Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    14. 14. Use Twitter Lists to find industry experts active on Twitter 1. Start by finding an expert you already know who is on Twitter. Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    15. 15. Use Twitter Lists to find industry experts active on Twitter 2. Look for the lists of which your expert is a member Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    16. 16. Use Twitter Lists to find industry experts active on Twitter 2. Look for other members of these lists 3. Choose which Twitter accounts to add to your own experts list Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    17. 17. Seek opportunities to engage via e-mail, phone If they follow or in person. you on Twitter, you can direct Comment on message their posts them with @ privately. messages Retweet their posts that you like to your followers. Find experts and build lists on Twitter Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    18. 18. Build twitter into your daily workstream ► Decide when you’re going to check ► Use “speed dial” list to watch your most important or interesting people ► Be picky about who you follow and what you search ► Prioritize messages and DMs ► Decide how many times you’re going to tweet each day/week and about what ► Use your smartphone and tablet and make use of downtime Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    19. 19. Build twitter into your daily work stream and use lists to master you’re the tweet stream ►Decide when you’re going to check ►Use “speed dial” list to watch your most important or interesting people ►Be picky about who you follow and what you search ►Prioritize messages and DMs ►Decide how many times you’re going to tweet each day/week and about what ►Use your smartphone and tablet and make use of downtime Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab
    20. 20. Thank you! Now how about a little Q&A? Web: http://augustjackson.net Email: august@augustjackson.net Twitter: @8of12 August Jackson Powered byThe Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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