Techniques for using Twitter as a competitive intelligence resource

1. Ken Sickles, Director Product SLA 2010 Monitoring “Tweets” to Compete Dow JonesTechZone

2. 105+ Million

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