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Sla2010 tech zone

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Techniques for using Twitter as a competitive intelligence resource

Techniques for using Twitter as a competitive intelligence resource

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  • New tools made it easy to participate
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Knowing who you want to follow: Twitter people searchNot knowing who you want to follow: LinkedIn to find employees of competitors List services to find subject matter experts
  • Don’t forget to check and follow other people’s lists!!!
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • People’s network have become incredibly influential in digital behaviorNot a surprise, at least 1 in 3 searches fail (probably generous)Of course many of these sites deliver a browsing experience, general interest infoHowever, more and more people are turning to their network for discovery, as well as navigationSocial Search grows
  • Transcript

    • 1. Ken Sickles, Director Product
      SLA 2010
      Monitoring “Tweets” to Compete
      Dow JonesTechZone
    • 2. 105+ Million
    • 3.
    • 4. 65 Million / Day
      1 out of every 5 tweets mention a product or brand
    • 5. Company
      What are the companies saying?
      What are customers saying?
      What are partners saying?
      What are employees saying?
    • 6. Product
      What are customers saying?
      What questions are companies asking?
      What are companies saying?
    • 7. People
      Which people are the experts?
      Which employees matter?
      Which executives are having conversations?
    • 8. Topics
      What industry trends are emerging?
      What are good sources for more info?
      Which companies and or people are related?
    • 9. Setting up
      Create a Twitter account
      Ongoing monitoring
      Saved searches
      People
      Finding & Following
      Creating Lists
      Using TweetDeck
      Historical research
      Using Google
      Other resources
      Overview
    • 10. Exercise: Creating Twitter Account
      Setting Up
    • 11. Saved searches
      Product name
      Event
      Topic / technology
      Person
      Company name
      Workforce changes
      Etc.
      Ongoing Monitoring
    • 12. Exercise: Creating saved searches
      Ongoing Monitoring
    • 13. Finding & following people
      Following employees from competitors
      Following subject matter experts
      Ongoing Monitoring
    • 14. Examining a Twitter user
      Bio
      Website
      Following / Followers
      Lists they are on
      Lists they have created
      Ongoing Monitoring
    • 15. Exercise: Finding & Following People
      Companies and Products too
      Twitter people Search
      Tweetdeck Directory
      Listorious
      Twibes
      Wefollow
      Ongoing Monitoring
    • 16. Creating Lists
      Employees of a company
      Subject matter experts
      Ongoing Monitoring
    • 17. Saved Searches
      Filter the stream around a topic
      Lists
      Hear what groups of people are saying
      See what they are reading
      Ongoing Monitoring
    • 18. Exercise: Creating Lists
      Ongoing Monitoring
    • 19. Using TweetDeck
      Dashboard interface for Twitter
      Facebook
      LinkedIn
      Foursquare
      Desktop & Mobile apps
      Browser app in beta
      Ongoing Monitoring
    • 20. Exercise: Using TweetDeck
      Ongoing Monitoring
    • 21. Using Google
      Search tweets using Google search
      Leverage Google search tools (time range etc.)
      Historical Research
    • 22. Exercise: Twitter search on Google
      Historical Research
      Query termssite:twitter.cominurl:status
    • 23. URL Sharing
      Twitter Search
      Twitterurly.com
      Real time search
      Collecta.com
      Oneriot.com
      Kosmix.com
      Trends
      http://trendistic.com/
      Sentiment
      twittersentiment.appspot.com/
      http://twitrratr.com/
      Other Resources
    • 24. Twitter a part of CI efforts
      Rapidly increasing in importance
      Participation!!
      Don’t just think CI
      Build your network
      Wrap up
    • 25. * Compete.com (via Gigya’s “Social is the Next Search”)
    • 26. kensickles@gmail.com
      http://linkedin.com/kensickles
      bstg
      http://letstalkknowledge.com/
      THANK YOU!!!!!
    • 27. Appendix
    • 28. Value of content selection by experts
      Dow Jones Research, 2007
    • 29. Distilling the info river with Factiva
      Alert: Distill the river into a stream
      Workspace: Distill the river into a trickle
      Newsletter: Distill the river into a drip
      : Distill the river into a drop
    • 30. Demo

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