Rob Duncan presents on the topics of competitive intelligence and collaborative innovation using social networks like LinkedIn. He discusses how these networks can be used for both intelligence gathering on competitors and clients as well as collaboration through connections, groups, and sharing information. Duncan focuses on LinkedIn and how to maximize its use for professionals by fully completing a profile, growing a network, actively engaging in questions and discussions, and providing value to other members through recommendations, introductions, and small favors.

1. Competitive Intelligence &
Collaborative Innovation
By Rob Duncan
Copyright Rob Duncan 2009 1

2. Our Agenda
 So what is all this social networking stuff?
 Is it really useful for business or is it waste of time?
 What are the key tools?
 Intelligence gathering or collaboration?
 Okay, I’m on there – now what?
 Where are the hidden treasures on LinkedIn?
 How can I make the most of my LinkedIn network?
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3. Your Speaker
Rob Duncan
Director, BCIT Centre for
Applied Research &
Innovation
Author of:
Haul Away! Teambuilding
Lessons from a Voyage around
Cape Horn (2005)
Competitive Intelligence: Fast,
Cheap & Ethical (2008)
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4. Two Different “CI”s
 Competitive Intelligence
 Collaborative Innovation
 Is the business world evolving from one to the other?
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5. Networking is not new!
 Why we network
 Strength of weak ties
 Enabling technologies
 Reed’s 3rd law
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6. Why collaboration matters
 Harvard study (scientific problem)
 Social media is changing business
 Lines are blurring
 The customer is on your design team
 And your competitor’s!
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7. Online Social Networks
 The usual suspects:
 LinkedIn
 Facebook
 Twitter
 Special purpose:
 Ning
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8. Online Social Networks...
 Some are good for intelligence gathering (Twitter,
LinkedIn, Facebook)
 Some are more collaborative (LinkedIn, Twitter, Ning)
 Let’s have a tour...
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9. LinkedIn
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10. LinkedIn
 Intelligence:  Collaboration:
 Executive profiling  Weak ties
 Who is connected to  Small favours
who?  Large networks
 Groups = tribes  Groups = expert pools
 Q&A  Q&A
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11. Facebook
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12. Facebook
 Intelligence:  Collaboration:
 Personal life  Life outside the suit
 Friends
 Friends of friends
 Habits
 Interests
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13. Twitter
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14. Twitter
 Intelligence:  Collaboration:
 Tribes  Live blogging events
 Interests  Meet-ups
 Location  Emergent situations
 Activities  Promote self, blog etc.
 Who follows them
 Who they follow
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15. Ning (CI example)
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16. Ning (CI example)
 Intelligence  Collaboration
 Who is busy?  Strategic alliances
 Who is looking?  Work sharing
 New business ideas  Staff sourcing
 New products  Discussions
 State of the industry  Global reach
 Discussions
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17. Copyright Rob Duncan 2009 17

18. A deeper dive into LinkedIn
Copyright Rob Duncan 2009 18

19. What is LinkedIn?
 An online social network for professionals
 Profiles
 Connections
 Introductions
 Q&A
 Status
 Recommendations
 Groups
 30+ million people and growing fast
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20. Getting onto LinkedIn
 Go to www.linkedin.com
 Sign up (free)
 Set up profile
Name, title

Photo

Work history

Education

Speciality areas & skills

Interests, hobbies, awards

Your websites or blogs

Contact preferences

 Get involved...get active!
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21. Be a good LinkedIn citizen
 Full profile with photo
 Build your network – add connections
 Ask & answer questions
 Give and seek recommendations
 Update status frequently
 Join groups and participate in discussions
 Help others: “what’s in it for them?”
 Be a giver not a taker
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22. The Power of Profile
Put everything in there!
Your photo makes you real
High school, past jobs,
interests all matter: they
build bridges
TIP: Use descriptors
that are easily searched
e.g. “new product
designer”
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23. The Power of Connections
Crucial decision: stay small
or go big?
Small networks can keep it
intimate & local, but…
Big networks exponentially
increase your reach
Your entire network will
see your status, questions,
answers
TIP: Click on “OpenLink
enabled” to announce your
willingness to connect
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24. The Power of Q&A
Ask strategic questions
Answer questions
frequently and generously;
think of yourself last
Put a Weblink in your
answers (draw people to
your Website, books, or
blog)
Earn expertise rewards &
build reputation
TIP: Visit Q&A daily and
answer as many
questions as you can,
insinuating your web
address where possible
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25. The Power of Recommending
Recognize someone you
respect
Don’t be shy: request
recommendations
Put all past employers in
your profile and seek
recommendations for each
one
TIP: Don’t “drown” your
profile in
recommendations – 5-10
good ones is plenty
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26. The Power of Status
Let your world know
what you are up to
Be strategic (“Rob is
looking for entrepreneurs
to assist”)
Update it frequently
TIP: Keep “stock” ones
handy (e.g. “looking for
new clients”)
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27. The Power of Groups
Search for & join relevant
Groups
Be strategic: should I join
“Starving Inventors” or “New
Product Tycoons?” Why not
both?
Display your Group badges
on your profile to allow like-
minded people to connect
Contribute to Group
Discussions
TIP: Join the group “Invites
Welcome” to grow your
network
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28. The Power of Discussions
Each LinkedIn Group has a
discussion feature
Good way to advertise new
books
Ask strategic questions
Introduce yourself to the
community
TIP: Seed a discussion
with your key business
challenge, e.g. “How do I
connect with inventors who
need protoypes made?”
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29. The Power of Introductions
Connect 2 people who can
help each other
Ask for introductions from
your connections
Be generous with your
contacts
TIP: Search for your
dream client and see who
in your network is
connected to them – get
introduced
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30. Getting the Most out of LinkedIn
 Put everything in your profile
 Increase your network size
 Join LinkedIn Groups
 Ask and answer questions strategically
 Give more than you get
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31. The Power of Small Favours
 Help 50 people with:
 Answers
 Recommendations
 Expert suggestions
 Leads
 Introductions
 When you need help, 50 people will be there for you
 Give generously; the “getting” flows indirectly from
your investment in others
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32. Thank You!
Any questions?
Contact me at:
greatcapes@gmail.com
Connect with me on LinkedIn!
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