Go Beyond Analytics: Putting Insights Into Action
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The recent innovation explosion in text analytics, information management and big data have produced unparalleled information gathering and insight mining capabilities. When combined, businesses have a unique opportunity to turn these combined capabilities outward to find and deliver not just more information but actual *actionable intelligence* about competitors and markets. This session will demonstrate the power and promise of Social Competitive Intelligence that blends information management principles with deep Web analytics.
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Go Beyond Analytics: Putting Insights Into Action
- 1. #AIIM14 #AIIM14 #AIIM14 SOCIAL COMPETITIVE INTELLIGENCE Billy Cripe CMO: Field Na6on Founder: BloomThink @billycripe Beyond Analytics How To Transform Insight Into Ac6on
- 2. #AIIM14 The Challenge To realize the advantages of data-‐driven action while balancing the promise and power of new insights against the overwhelming quantity of data and the concurrent legitimizing of government surveillance, censorship and threat of abuse.
- 3. #AIIM14 International Study Correlating Information Twitter Facebook Foursquare LinkedIn 20 Of 20 organizations had some internal information released – like late salary payments 17 08 Of 20 organizations had internal information released – early product launches, conferences etc. Of 20 organizations released confidential information like early financial numbers & employees leaving SMBs from US, India, Germany, UK, APAC The Opportunity
- 4. #AIIM14 4 You are closer to *everyone else* than ever before… Our Unique Point In Time
- 5. #AIIM14 Not Just The Promise Of Data Abundance… We Must Balance
- 6. #AIIM14 …But Also The Power Of A Data Tsunami
- 7. #AIIM14 Not Just The Allure Of Data Availability … We Must Balance
- 8. #AIIM14 Of Data Aggregation & Correlation 5 Results From A Stanford Phone Metadata Pattern Recognition Study …But Also The Continued Threat
- 9. #AIIM14 First Principles Public Information Disclose Access No Exploitation Identify Opportunity Do unto others...
- 10. #AIIM14 What We Know Creative Commons attribution by flickr user by Daniele Zedda
- 11. #AIIM14 Typical “Big Data”, “BI” & Market Insight Response… LOTS!& LOTS! & LOTS! & LOTS!
- 12. #AIIM14 What’s The Problem? how?
- 13. #AIIM14 then what? What’s The Problem? so what?
- 14. #AIIM14 What’s The Problem? how?
- 15. #AIIM14 What’s The Problem? how?
- 16. #AIIM14 What’s The Problem? then what?
- 17. #AIIM14 We Have More Insight Than Ever… ListenLogic RivalIQ TrackMaven
- 18. #AIIM14 …From More Sources Than Ever…
- 19. #AIIM14 …And No Idea What To Do About It Creative Commons attribution by flickr user by Daniele Zedda
- 20. #AIIM14 We Know What’s Happening Creative Commons attribution by flickr user by Daniele Zedda
- 21. #AIIM14 But Not What To Do Next Creative Commons attribution by flickr user by Daniele Zedda
- 22. #AIIM14 It’s Like Having Amazon.com Without UPS or FedEx Creative Commons attribution, non-‐commercial by flickr user evadedave
- 23. #AIIM14 Our A-Ha Moment We studied the insights. We interviewed the stakeholders. We asked the questions. We classified the responses. Then we crafted a process and put it to the test…
- 24. #AIIM14 Our A-Ha Moment S W I F T Social Web Intelligence Framework & Tactics
- 25. #AIIM14 The 1st Story: Fast Track High Tech | Highly Regulated | Crowded Industry | Foreign Country Medical, Technical, Governmental Spaces Need Unbiased Expertise Need Last Mile Delivery Need Safe, Discreet Help Image via Head Like An Orange
- 26. #AIIM14 Hypothesis One Creative Commons attribution by flickr user by Daniele Zedda The SWIFT Approach: 1. Listen & Gather 2. Filter & Categorize 3. Synthesize & Analyze 4. Report & Act fast-‐track expertise Locate Expertise à Predict Next Best Action à Produce Actionable Intel
- 27. #AIIM14 The SWIFT Process: Listen & Gather 45+ Keywords Defined for Listeners & Monitoring 50+ Social & Web Sources Consulted Wiki For Housing Multivariate Data
- 28. #AIIM14 The SWIFT Process: Filter & Categorize SNAP Gathering: Traverse Topic Categories Identify Category Influencers Action: Engage, Monitor, Assist Influencers SNAP Social Network Analysis Process
- 29. #AIIM14 The SWIFT Process: Synthesize & Analyze
- 30. #AIIM14 The SWIFT Process: Report & Act
- 31. #AIIM14 The SWIFT Solution: Fast Track Results + 7 other scored results & 200+ additional “pay attention to these”
- 32. #AIIM14 Hypothesis Two Creative Commons attribution by flickr user Daniele Zedda The SWIFT Approach: 1. Listen & Gather 2. Filter & Categorize 3. Synthesize & Analyze 4. Report & Act You Will Let Me Sell Your Customer List
- 33. #AIIM14 The 2nd Story Video Production Company New Integration Product Needed Pitch List Creative Commons attribution, no derivatives by flickr user nic-‐mosh
- 34. #AIIM14 The SWIFT Process: Deep Social Mining Report & Act Deliver immediately ac6onable prospect list that is validated as interested and available and engaged. Synthesize & Analyze Technology Refresh Event / Advocacy Par6cipa6on Over 200 fully cited prospects iden6fied Filter & Categorize • The SWIFT SNAP Social Network Analysis Process. Iden6fy, track and trace reach, reverb, connec6ons, influence. • Relevancy & Recency Reverbera6on & recency categoriza6on. SWIFT: Listen & Gather Public & Known Customers • Web lis6ngs • Case studies • White papers • Event Presenta6ons • Blogs • YouTube • Newsle[ers • Pre-‐Recorded Webinars • Compe66ve Intel Sources
- 35. #AIIM14 The SWIFT Solution: Actionable Intelligence 200+ Ac6ve ECM Customers Public Web & Social Cita6ons Willing To Work With SIs Creative Commons attribution by flickr user Kangrex
- 36. #AIIM14 The SWIFT Outcomes Market Action Development Action Legal Action Monitor
- 37. #AIIM14 Why It Works Oriented To Action Predicts What’s Needed Next Taps Massive Quantities of Public Data Creative Commons attribution, remix, share, noncommercial, share alike: Davic
- 38. #AIIM14 Practice: Actionable Blog Intel Creative Commons attribution by Flickr user jvh33
- 39. #AIIM14 SWIFT: Blog Quantity & Cadence Creative Commons attribution by Flickr user jvh33 IF THEN PREDICTS ACTION Basic increase in blog quantity Or Increase in blog quantity over last 2 years (y1=benchmark, y2 = comparator for this y) Target is increasing awareness Target’s focus areas Investment in marketing and attendant spend on content development. Preemptively market to thunder-‐steal or coopt Invest for parity Stake Out Your Differentiated turf
- 40. #AIIM14 SWIFT: Paid Content Creative Commons attribution by Flickr user MiiiSH IF THEN PREDICTS ACTION Content is paid or sponsored Distribu?on is paid or sponsored Target is inves6ng heavily in awareness Inten6onal focus for new product, ver6cal or geographic entry. Revitalized emphasis on exis6ng product, ver6cal or market. Perform textual analysis of content to iden6fy target’s narrowly targeted markets and objec6ves. Iden6fy new marke6ng hires or blog pedigree (for contrac6ng services). A[ach $$ spend to the hire or contracted service to iden6fy rela6ve investment level and target’s strategy. Perform audience analysis of targets paid outlet channels to iden6fy who they’re going ader.
- 41. #AIIM14 SWIFT: Authors Creative Commons attribution, noncommercial by Flickr user garritron IF THEN PREDICTS ACTION One author is pos?ng more One group/team is pos?ng more That author is influencer That team is developing influence Target’s focus areas Target’s reach Corporate investment in that team / team’s product. Social Network Analysis on influencer using tools like NodeXL, Maltego or other If reach is large then: Determine if influencer be coopted or eliminated Determine if influencer’s audience can be diverted or engaged directly (e.g. is influencer’s audience your prospect list?)
- 42. #AIIM14 SWIFT: Events Creative Commons attribution by Flickr user QuakeCon IF THEN PREDICTS ACTION Increase in blog quan?ty precedes major event ini?a?ve Increase in blog ac?vity follows event Target is increasing laying buzz founda6on for these events Target is leveraging event to boost awareness Which events are strategically important to target Which events are viewed as “greens-‐fees” and opportunis6c Intercept, thunder-‐steal, out-‐ splash at event Only respond if event is inherently opportunis6c for you too
- 43. #AIIM14 SWIFT: Text Analysis IF THEN PREDICTS ACTION Key words and themes grow in frequency No discernible keyword trend Target is solidifying the messaging around its value proposi6on Target is either experimen6ng to see what s6cks or is throwing $$ away on unconnected efforts Target’s go-‐to-‐ market strategy Confusion of effort with impact. Lack of leadership. Threat from product / service but in-‐figh6ng over mone6zing benefit. Posi6on to counter, parry strength of key words and phrases. Monitor. Let compe6tor implode. Add pressure through focused, impact driven stories. If you don’t have feature parity, invest in gaining parity. Creative Commons attribution by Flickr user jvh33
- 44. #AIIM14 WebSite Intel Baselining URL spidering Compe6tor Website URL ID Content Repositories Blog, Whitepapers, Casestudies, Media Kits, FAQ, APIs, Docs, PR, Jobs, Management, Newsle[er Archive Set Watchers on Content Pages Establish Quan6ty, Frequency & Topic/ Industry focus for last 2 years Alerts on Change Graph Overall Quan6ty of Content Graph Overall Frequency of Updates / New Content Graph Topic / Industry focus distribu6on Topic Categories & Industries Iden6fied For Each Category / Industry Graph Content Quan6ty For Each Category / Industry Graph Content Frequency Signifies rela6ve strength of compe6tor: Investment in crea6on, dedica6on to message amplifica6on rela6ve strength of topic focus. Establishes playing to par6cipate or to win Establishes buzz building 6meline between R&D & GA. Leading indicator of announcements, Trailing Indicators of investment ac6vity Signifies rela6ve focus of compe6tor Signifies buzz ramp to deals, marke6ng focus and sales emphasis. (c) Copyright 2013, BloomThink. All Rights Reserved. h[p://www.bloomthink.com SWIFT Blog Practice Guide
- 45. #AIIM14
- 46. #AIIM14 About Billy Cripe CMO Field Nation Founder BloomThink What He Does: B2B Marketing Strategy Background: Development, Collaboration, Social & Intelligent Systems Author: 2 Books on Collaboration, many articles Interests: Semantic Web, recommendation systems, machine ethics Hobbies: Star Wars, Wine Blogging, Contact: Email: billy.cripe@bloomthink.com Twitter: @billycripe LinkedIn: linkedin.com/in/billy
- 47. #AIIM14 Additional Reading • Answering the ‘So What’ Question http://bloomthink.com/2013/10/22/so-‐what/ • Help IT Understand The Business Value Of Back End Work To Drive Business Value From BI http://bloomthink.com/2013/10/07/help-‐it-‐understand-‐the-‐business-‐impact-‐of-‐back-‐end-‐work-‐to-‐ drive-‐business-‐value/ • Ten Steps for Social Competitive Intelligence http://bloomthink.com/2013/06/25/10-‐steps-‐for-‐social-‐competitive-‐intelligence/ • Is “Ambient Data” from Social Media Channels Useful for Funders? http://www.bethkanter.org/ambient-‐data/ • How to use social data to formulate future decisions http://www.b2bsocialmediaguide.com/2013/10/29/use-‐social-‐data-‐formulate-‐future-‐decisions/