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Dispelling Myths About Competitive Intelligence

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SLA 2011 Annual Conference panel session – Key takeaways presented by session moderator Fred Wergeles, Fred Wergeles & Associates

SLA 2011 Annual Conference panel session – Key takeaways presented by session moderator Fred Wergeles, Fred Wergeles & Associates

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  • 1. 8/5/2011Sponsored by Aurora WDC SLA11 CI Division Encore ‐ Sampling of Conference  Sessions and Key Take‐Aways August 2, 2011 Moderated by Claudia Clayton Managing Director, ViewPoint  2011 Competitive Intelligence Division Conference Chair Dispelling the Myths About  Competitive Intelligence  Special Libraries Association 2011 Annual Conference Nathan Rosen, Seena Sharp,  Jill Heinze, Victor Camlek Fred Wergeles ‐ moderator 1
  • 2. 8/5/2011 Competitive Intelligence vs. Corporate  Espionage CI is more like putting  p g pieces of a puzzle  together…. ….than Spy vs. SpyNathan Rosen 3 Market Intelligence: • It’s not about being the first to have the news• It is about being the “go‐to” team when news  breaks or your “feet‐on‐the‐street” hear items of  interest• MI/CI can turn raw intelligence into actionable  intelligence that can help a company succeed. f p• MI should be at the hub of a network of experts  willing to contribute items of interest and expert  views. Victor Camlek 2
  • 3. 8/5/2011 CompetitIVE  ≠  CompetitOR Regulations Packaging Other  Industries CustomersSeena Sharp Myth: Intelligence is the CI professional’s  deliverable. Reality: The CI professional builds  The CI professional builds relationships that make  intelligence actionable.Jill Heinze 3
  • 4. 8/5/2011 15 Apps in 10  Minutes  (hopefully) A brief view of the  presentation given by Scott Brown, Owner Social Information Group  & Joe Murphy Yale Librarian Murphy, Yale Librarian Yale University  August 2, 2011 SLA CI Division © Fotolia.comFull “60 Apps” presentation  is at is at http://slidesha.re/60_apps or  or http://slidesha.re/kHBfK8  8 4
  • 5. 8/5/2011 Apps for iPhone, iPad, Android(and occasionally Blackberry, Windows Phone) Specific to librarians & info pros Productivity Business/news Communication Lifestyle Location Just for fun 9 Librarians & info pros 10 5
  • 6. 8/5/2011 Reuters News Prohttp://www.reuters.com/tools/mobile 11 Apps.usa.gov 12 6
  • 7. 8/5/2011Google Search 13Google Search 14 7
  • 8. 8/5/2011Productivity 15 Dragon Dictation 16 8
  • 9. 8/5/2011 Dropbox 17Business/news 18 9
  • 10. 8/5/2011 FlipBoard 19FlipBoard 20 10
  • 11. 8/5/2011Communication 21 AnyPost 22 11
  • 12. 8/5/2011Lifestyle 23 urbanspoon 24 12
  • 13. 8/5/2011 SoundHound 25Location 26 13
  • 14. 8/5/2011FlySmart 27 28 14
  • 15. 8/5/2011Layar 29 Layar 30 15
  • 16. 8/5/2011 Layar 31Just for fun 32 16
  • 17. 8/5/2011Confession 33Hipstamatic 34 17
  • 18. 8/5/2011Hipstamatic 35 36 18
  • 19. 8/5/2011 Games for Cats 37http://www.youtube.com/watch?v=vaif2uq_0Vc 38 19
  • 20. 8/5/2011 How to keep upAndroid apps http://www.androidtapp.com http://www androidtapp com https://market.android.comiPad apps http://www.apple.com/iPad http://www.bestipadappslist.comiPhone apps http://www.apple.com/iPhone https://www.appsafari.com 39 Joe Murphy Twitter: @libraryfuture  www.facebook.com/joemurphy3 http://joemurphylibraryfuture.com 40 20
  • 21. 8/5/2011 Scott Brown Foursquare: Scott Brown, Portland OR Email: scott@socialinformationgroup.com E il tt@ i li f ti Twitter: scbrown5 and socialinfo Skype: scbrown5 LinkedIn: http://www.linkedin.com/in/scottrbrown http://www.socialinformationgroup.com 41 INTELLIGENCE CAFÉ Handout:  INTELLIGENCE CAFÉ Handout Mining Unique Information Sources  & Deep/Invisible/Hidden/OPAQUE Web August 2, 2011 recap of Anna F. Shallenberger SLA Annual Conference Session 6.14.2011 President & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  Thank you generous sponsor, for enabling 917.591.6732 fax  us to offer this free of charge recapwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 21
  • 22. 8/5/2011 Pearl Grow … ID Leakage Points [factoring in copyright & other IP concerns] Non Central Hosts of Content Non Central Hosts of Content E. G.  Content not controlled by “HQ” Surgical Manual Browsing Dark Web Browsers [also use pathfinders]Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” Leverage Your {on & offline} Networks   ….  Leverage Your {on & offline} NetworksShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 43 Conduct  Search Evaluate  What  Evaluate What You Find… Mine the most  on  point for more  ideas …Anna F. Shallenberger Refine your search strategy,President & “Chief Archer”President & “Chief Archer” Continue your investigation,  Continue your investigationShallenberger Intelligence Services Repeat process  as needed…anna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 44 22
  • 23. 8/5/2011 Look For… Concepts/Terms/Catch Phrases etc – the more unique, the better… Names – Experts/Reports/Publications URL Roots URL R t , e.g.  are the most relevant loaded on the same part of site Revisit strategy adding incremental terms and/or re‐weighting  / editing Boolean linkages Don’t forget the reverseAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” What are key terms repeating in the “false drops” y p g f pShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 45Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.com Example of expansion search strategy,www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger Results may/may not have been “hidden”http://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 46 23
  • 24. 8/5/2011 Example of expansion  search strategy, Results may/may not  have been “hidden”Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 47Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com www.pearltrees.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 48 24
  • 25. 8/5/2011 [factoring in copyright & other IP concerns] Analogy:  Similar to emotional conversations,  where “speaker” may or may not Intend for public [or so much of them] t “h ” [have access to] it I t df bli to “hear”  it  Fully  comprehend others’ valuation of the information Understand originators perspective – “But I only told  that to… And they promised not to tell anyone…” Information Leakage Points , lag time similar to embargos…Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” Reuse by others  clients, ex employees Reuse by others – clients, ex employeesShallenberger Intelligence Servicesanna@targetedknowledge.com Conference Presentations203.258.2383 917.591.6732 fax  Case Studies or other Sales  & Marketing Collateralwww.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian Continuing Education [especially MBA classes]http://closetlibrarian.blogspot.com Social  Media www.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 49 [factoring in copyright & other IP concerns]Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  Example of market research vendor with many English language sites.917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian Found reports covering US on non‐US sites , not available on US sites.http://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger Spottier now, company may have better process oversighthttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 50 25
  • 26. 8/5/2011 Illustrates content recycling… Authoritative sources… Pearl grow them….  Example dated though… Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 51 Don’t be surprised if you receive conflicting advice from experts … Consult with your legal dept – rulings/interpretations evolve .  May vary geographically…. SLA 2011 www.slideshare.net/cavlec/i‐own‐copyright‐so‐i‐pwn‐you Nice overview from UMN  https://www.lib.umn.edu/pdf/CanIUseThat‐Handout‐03_2011.pdf  Public Domain Sherpa www.publicdomainsherpa.com/10‐misconceptions‐about‐the‐public‐domain.html Fair Use Podcast www.sla.org/podcasts/Replays/2010/2010Feb_AsktheCopyrightExperts.wmv Ask CR Experts www.sla.org/content/learn/members/webinars/webreplays/podcast2011/2011replay03.cfm Copyright Clarity www.slideshare.net/reneehobbs/copyright‐clarity‐using‐copyrighted‐materials‐for‐digital‐learning Brooklyn PL’s great link list  www.brooklynpubliclibrary.org/pdf/copyright_faq.pdfAnna F. Shallenberger ALA/ARL www.arl.org/bm~doc/mm10fall‐butler‐jaszi.pdfPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Services Center For Study of Public Domain www.law.duke.edu/cspd/indexanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 52 26
  • 27. 8/5/2011 Non Central Content Hosts,  e. g.  content not “HQ” controlled Branch offices of consultants, research firms, usually non‐US Biz units migrating tech platforms [generally post‐merger] Satellite campuses, larger academic institutions Event‐driven sites – conferences, product introductions, etc…Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” Non‐merger partnerships / joint initiatives N t hi / j i t i iti tiShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383  “Relationships” NEC–specialized social networks , non‐profits..917.591.6732 fax www.targetedknowledge.com [sometimes exec bios NOT pasted verbatim from corp site]http://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 53 Dark Web / Specialized Browsers, etcAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 54 27
  • 28. 8/5/2011 Surgical Browsing  Identify Potential High‐Value Sites Navigate Manually Create Your Own Site Index Using a Browser It can include Downloading {smaller} sites into Adobe to browse offline  Looking for cross‐linking to site, especially several layers in Locating historical content in caches  or archiving sites Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Services Be Carefulanna@targetedknowledge.com203.258.2383  While  limiting searches by doc type [pdf etc] is effective917.591.6732 fax www.targetedknowledge.com Searchable layers can mask  them behind other file typeshttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 55 Leveraging Who You Know, Digitally & Offline What do people in that field read, on & offline ? What would they consider a waste of time? A large part of the challenge is indexing… And you need  to ID what they “miss” Sometimes there’s no GPS, must already know where you’re going, or at least a mid‐point…Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 56 28
  • 29. 8/5/2011 Needles in Haystacks aren’t invisible,  but they can be more work to locate Some even hide in plain sight Have a plan, but flex it as needed Take good notes, bookmark good leads, save best hits Might  not  find them again  or  they change ALWAYS Consider the Source Manage time spent, don’t get lostAnna F. Shallenberger Be Flexible, but still…President & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Services Plan Aheadanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 57 Planning Ahead *AFS example based on model designed by KnowledgeInforrm Based On Questions You  Are Seeking To Answer ID Potential Sources, &  “Pearl Grow”  From ThereAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 58 29
  • 30. 8/5/2011 ID/Target Sources {categorization subjective – many fit multiple}  Influencers Consultants / Think Tanks Pollsters / Market Researchers Pollsters / Market Researchers Academia Governmental NGOs & Advocacy Groups Trade/Professional Associations Other Niche Organizations Businesses & Publishers, NEC Aggregators/Re‐packagers/Peer‐Sharing , NECAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” PEOPLE NECShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 59 Deep Web: Surfacing Hidden Value  www.brightplanet.com/images/uploads/DeepWebWhitePaper_20091015.pdf Marcus Zillman: Deep Web Research                          www.llrx.com/features/deepweb2011.htm or  www.deepwebresearch.info Chris Sherman @ Information Online                                  h h f l www.docstoc.com/Docs/Document‐Detail‐14.aspx?doc_id=84592274 August Jackson [for SCIP] Getting Most ….  http://homepage.mac.com/cornfed/internetdeepweb.pdf Using Web Investigative Reporting Tool www.slideshare.net/tccj/web‐as‐investigative‐tool  or  http://campuscoverage.org/sites/default/files/Docs/Presentations/CCPInternet.ppt Model & Analyze Deep Web  www.scribd.com/doc/59496007/Modeling‐and‐Analyze‐the‐Deep‐Web‐Surfacing‐Hidden‐ValueAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” Accurate & Efficient Crawling Deep Web  Accurate & Efficient Crawling Deep WebShallenberger Intelligence Services www.scribd.com/doc/57147960/Accurate‐And‐Efficient‐Crawling‐The‐Deep‐Web‐Surfacing‐Hidden‐Valueanna@targetedknowledge.com203.258.2383  Web & Twitter Archiving @ Library of Congress 917.591.6732 fax  www.slideshare.net/nullhandle/web‐and‐twitter‐archiving‐at‐the‐library‐of‐congresswww.targetedknowledge.comhttp://twitter.com/ClosetLibrarian CRS report to Congress www.docstoc.com/docs/84024621/CRS‐Report‐for‐Congresshttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.com How Much Information [UC Berkeley] www.linkedin.com/in/annafayshallenberger  http://www2.sims.berkeley.edu/research/projects/how‐much‐info‐2003/printable_report.pdfwww.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 60 30
  • 31. 8/5/2011 Definitions vary as to what it is / is not Many names – deep, invisible, hidden, opaque etc y p p q Surface web is “visible” portion Baseline Research, particularly re size,  dated Term coined by Michael Bergman…Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 61 Pages lower ranked due to Search Engine Optimization [SEO] Sites coded to exclude bots Dynamic content generated by page search – stats, etc D i db h Search engine chooses not cover whole site due volume of context Format – video/image w/o text/tags, or they’re incomplete Site/pages not connected with pages browser(s)Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer” Password protected pages Password protected pagesShallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 62 31
  • 32. 8/5/2011 Figure 1. Search Engines: Dragging a Net Across the Webs SurfaceAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 63Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian Q4 NPD Search &Portal Site Study, reported by Search Engine Watchhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 64 32
  • 33. 8/5/2011Anna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 6 Information Not  elsewhere classified CustomersAnna F. ShallenbergerPresident & “Chief Archer”President & “Chief Archer”Shallenberger Intelligence Servicesanna@targetedknowledge.com203.258.2383 917.591.6732 fax www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 6 33
  • 34. 8/5/2011 Thank you generous sponsor, for enabling  us to offer this free of charge recap Thanks & Best Regards, Anna F. Shallenberger 203.258.2383 cell 917.591.6732 fax 917 591 6732 fax anna@targetedknowledge.com  http://twitter.com/ClosetLibrarian http://www.slideshare.net/ClosetLibrarian http://closetlibrarian.blogspot.com An experienced researcher,  educator, author, blogger, strategist & consultant,   Anna Shallenberger, aka the  ClosetLibrarian, was recently recognized in Best of  the Business Web & featured on SlideShare’s home page.Anna F. ShallenbergerPresident &  Chief ArcherPresident & “Chief Archer” At SLA 2011 , Anna was a panelist f “I t At SLA 2011 A li t for “Integrating with Sales & Marketing to  ti ith S l & M k ti tShallenberger Intelligence Services Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding anna@targetedknowledge.com203.258.2383  Unique Information Sources & the Deep Web. Anna was also a spotlight panelist 917.591.6732 fax  @ SLA 2010 & served as conference planner for the CI Division. www.targetedknowledge.comhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarian No member of a crew is praised for the rugged individuality of his rowing.http://closetlibrarian.blogspot.com ~Ralph Waldo Emersonwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenbergerhttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 67 Client Special  Projects Actionable Deliverables: Analysis 5/9 Forces SWOT/PEST Landscapes‐ Cos, Mkts, Prods Win/Loss, Cust Sat [B2B, B2C, B2B2C] multiple other approaches Human Source Interviews Due Diligence / Fact‐Checking Benchmarking / Best Practices Counter Intelligence Process/Basics:   Early Warning Systems, Communities of Practice [internal & external],  Content Collection –Anna F. Shallenberger Aggregation – Synthesis,  Document Retrieval,  Human Source Identification / Qualification / President & “Chief Archer”President & “Chief Archer” Prioritization / Bios, Published Source ID & Contract Negotiation, Taxonomy Development,  Prioritization / Bios Published Source ID & Contract Negotiation Taxonomy DevelopmentShallenberger Intelligence Services Digitization, Patent Searching, Ethics/Standards Advice, Templates/Formsanna@targetedknowledge.com203.258.2383  Foundation:  917.591.6732 fax  Secondary Research, Primary Research, Knowledge Management, HUMINT, 6Sigma/Organizational www.targetedknowledge.com Effectiveness,  Project Management,  Moderation, Coaching / Advisory Services, Training / Instructionhttp://twitter.com/ClosetLibrarianhttp://www.slideshare.net/ClosetLibrarianhttp://closetlibrarian.blogspot.comwww.linkedin.com/in/annafayshallenberger www.ci2020.com/profile/AnnaFShallenberger Intel Types include:  competitive, market, sales, defensive, trade show, etchttp://tinyurl.com/AIIP‐AFS Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 6 34
  • 35. 8/5/2011 Highlights & Key TakeawaysBest Practices for CI Collaboration & Creating Value  August 2, 2011 Toni Wilson Principal Consultant & Educator MarketSmart Research Services and Chair, SLA Competitive Intelligence Division AGENDA Best practices for collaboration When Who Wh Why How Q&A 35
  • 36. 8/5/2011 WHEN = During each step of the CI process KITs Development WHO = Collaboration with our peers Information professionals Market Competitive Research IntelligenceMarket research = focus on customers (not exclusively)Competitive intelligence = focus on competitors (not exclusively)Info pros = focus on both+++ (technology, economics, government regulations, etc.) 36
  • 37. 8/5/2011WHO = Collaboration with our end users/clients Strategic  S Planning/ M&A Purchasing/ S Marketing & S Procurement Sales Product S Development Porter’s 5 Forces Model:  If these are the important industry  forces, which groups and individuals might have the most  knowledge about/experience with each of them? WHY = Collaboration stimulates information  sharing from different functional areas Customer Sales Marketing Product Service Strategic Managers Planning Executives R & D Legal & Admins Security Investor  Human Relations Resources Corporate Finance Purchasing Comm Level of support – in terms of knowledge and enthusiasm – provided by these seemingly unrelated groups of collaborators  = surprisingly productive, efficient and effective Source: Ellen Naylor, Business Intelligence Source, May 2008 37
  • 38. 8/5/2011 WHY = Collaboration “sweet pot” CI & IPs Strategic  Marketing & Planning Sales Product DevelopmentWhere it all comes together to produce successful CI deliverables and insights Planning – what are our KITs, intelligence goals? Collection – enhancement and expansion of our efforts Analysis – why is the information important? what does it mean? Dissemination WHY = Broader and deeper dissemination of  information and intelligence products Gain awareness and visibility Gain awareness and visibility Reach new users Create and grow demand for information services Provide examples of value of services provided Collect information through new sources Become more entrenched in the CI process 38
  • 39. 8/5/2011HOW = Collaborating with end users and peersCross‐functional teams – formal and informal Someone from Product Management + someone from CI +  Someone from Product Management + someone from CI + someone from the Library + someone from Sales, etc., etc. =  a very knowledgeable team capable of executing on a broad  collection plan and in‐depth analysis of competitive activities Who leads it?  May not matter – you’re collaborating! HOW = Cross‐functional teams (formal) Intelligence deliverable, Example 1:  Monthly Rival Report Individual members of cross‐functional team collected  information as “assigned,” then met to prioritize, analyze  and disseminate it 39
  • 40. 8/5/2011 HOW = Cross‐functional teams (informal) Intelligence deliverable, Example 2: Quarterly Q in Review. Collection of information regarding quarterly financial  reporting (public companies) Research team consulted with in‐house financial experts to  analyze/understand its meaning and impactHOW = Collaborating with end users and peersSay thank you  make it fun, Example: Scoop of the Month AwardSay thank you – make it fun Example: Scoop of the Month Award Monthly ice cream party with recognition for individual with  best competitive “scoop”  Ice cream gift cards (Ben & Jerry’s!) for individual with best  competitive “scoop” and for participant prizes 40
  • 41. 8/5/2011HOW = Collaborating with end users and peersSay thank you – make them look good, Example: Thank You note Send special thank you (more than e‐mail note) Copy his or her supervisor, making them aware of collaboration Tell how the information was used SUMMARY Collaborate beyond intelligence collection You can collaborate with numerous knowledgeable  individuals in some context 2‐way communication – talk and listen, but listen more Take the lead – get/keep the ball rolling Follow the lead – b F ll h l d be a valuable contributor l bl ib Quid pro quo – make your collaborators look good and  they’ll help you look good Make collaboration fun 41
  • 42. 8/5/2011 Toni Wilson Email: twilson@marketsmartresearch.com Phone:      937.396.0213 Twitter:    @toniwilson10 LinkedIn:   www.linkedin.com/pub/toni‐wilson/0/9a1/242Sponsored by Aurora WDC SLA Competitive Intelligence Division Established in 2004 http://www.sla.org/division/dci/cihome.htm List subscription Address: Lists@lists.sla.org List address: sla dci@lists.sla.org List address: sla‐dci@lists sla org Blog address: http://sla‐divisions.typepad.com/dci/ Twitter handle: #sla2011  42