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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