Defensive Competitive Intelligence

Defensive Competitive Intelligence June 2008 www.intelegia.com www.twitter.com/citweetz

Introduction
What is Defensive Competitive Intelligence?
The Importance of Defensive Competitive Intelligence
Plan of Action
Things To Remember

What is Defensive Competitive Intelligence?
The process of ensuring that a limited amount of information regarding your firm is available in the public domain
The process of placing competitor information within private databases
The process of gathering competitor information once competitors has collected information on your firm
The process of protecting your legal right to gather competitive intelligence
ANSWER: A)

The Importance of Defensive Competitive Intelligence
Protecting your past, present, future strategic initiatives from competitors who have the ability to search and analyse information
Ensuring that vital information is in the hands of individuals that can be trusted
Limiting the flow of information from the company to others that can benefit from it
Ensuring that information do not appear online thanks to human error, inside information or malicious behaviour by former employers
Ensuring that the right ‘things’ are told to the right ‘people’

Plan of Action
Consider:
Looking in the mirror
Examine what is already in the public domain online and offline
Taking control
Attempt to limit what is in the public domain (i.e., press releases on corporate website, speeches and presentations by top executives)
Establishing security
Provide guidelines and tools to ”internal information providers” to ensure that the right information is disseminated to the right individuals
Evaluating the plan
Match objectives with current realities and seek improvements
Setting a budget
Allocate the right financial resources to protect valuable information

Tips To Remember
The practice of defensive competitive intelligence is an on-going process
Consider content alert services to monitor the appearance of your firm’s name on the web
Everyone within the organization should ‘buy-in’ to the plan
A routine information audit is recommended to see what is available online. (Consider using a consultant to see what can be found online)
Remember some information may lie on the ‘invisible web’. Google will not find EVERYTHING on your company
Do NOT forget the Web 2.0 as a source of information that grows by the second

About Intelegia Intelegia is a boutique consulting firm which realizes that the paradigm of doing business is evolving. Whether you are an company seeking to build or enhance your presence online or an agency attempting to bring investment and qualified talent in your region, Intelegia offers and delivers social media strategies to compete and attain success. For training solutions to establish your defensive competitive intelligence strategy, contact Isabelle Poirier at +1 (514) 904-0872. Follow Isabelle at www.twitter.com/intelegia

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Defensive Competitive Intelligence

by Intelegia Group

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