Social Competitive Intelligence From Insight To Action


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How To Move beyond analytics and go from insight to action with social competitive intelligence

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  • Billy CripeBloomThink2014 © All rights reserved
  • Flicker User: By Ben Fredericson (xjrlokix)creative commons attribution
  • International Study Correlating Information from Twitter Facebook FoursquareLinkedInSMBs from US, India, Germany, UK, APAC"We could find out information like the employees were not getting their salaries on time, there were cash flow issues in the organisation, salary checks were bouncing. As a result, the employees were looking for new jobs," he said. Cyberoam extracted and collaged information from linkedin status updates, interactions on Facebook and by following the Twitter accounts of employees. The research noted that employees were making premature broadcasts of launches, conferences, quarterly earning calls and financials through posting from their own Facebook and Twitter accounts. ”Information Cite: Study by Indian Firm CyberoamPosted on Nov 21, 2011 at 04:04pm ISTBiz secrets get leaked on social media websitesBY Press Trust of India“The 20 organisations included eight from the USA, four from India, two from Germany, seven from the UK and a couple from Singapore and Australia. These firms belonged to the IT, manufacturing, pharma and PR, banking and financial institutions, consultancies and even media and entertainment industry, Sonwane said.
  • Image via: Edward Snowden’s full talk at SXSW 2014
  • Commons attribution by flickr user  by Daniele Zedda
  • Shown: listenLogic dashboard from sales presentation, RivalIQ from free trial screen shot,trackmaven from online demoWe have a sense that all the information and insight available to us should help us make those optimal decisionsThere are plenty of companies out there that want to help youMost of them are extracting data (text analytics, web analytics, Business Intelligence systems)Some of them are combining data (anything with the word “dashboard” in its name)The dirty secret of these systems (which are quite good at pulling out important data) is that they don’t help you make any decision at all. They merely present the data back to you in a more or less digested format that is more or less interesting to look at.
  • API integration with social media sources like Twitter is appropriately called “the fire hose”
  • Creative Commons Attribution by Flickr user by Daniele Zedda
  • Creative Commons Attribution by Flickr user by Daniele Zedda
  • Creative Commons Attribution by Flickr user by Daniele Zedda more insight, awareness and intelligenceBig data lets us bring together massive quantities of discreet information points and normalize, correlate, overlay and visualize them
  • This is the equivalent of without UPS/FedEx. Tons of great products at reasonable prices that are terribly convenient to buy with no way to get them to your door. You can see it, you can appreciate the options and the opportunity, but you cannot do anything with it unless you have that last mile.Creative commons Attribution non commercial: by flickr user  evadedave
  • This is the story of how one company turned insight into action and was better for it.This was a high tech company competing in a crowded space and wanting to bring a new product to market in a foreign country. They needed help navigating the regulatory environment in the new region. The regulatory environment crossed medical, technological and governmental areas.To complicate matters, the company could not use their own experts as they would, naturally, be perceived as having a conflict of interest. But they also did not want to use someone who was associated with a competitor, as doing so could create an opportunity for leaks.So they needed to locate experts who were familiar with the medical, technical and geo-political hurdles associated with gaining approval to bring a new product to a new market. Like an Orange
  • My company, BloomThink, hypothesized that by implementing our process of Listen and Gather – passive signal awareness and directed signal searchFilter and Categorize – signal discrimination and information groupingSynthesize and Analyze – find the connective tissues between signals and determine impactReport and Act – Format the most relevant analysis and supporting facts in actionable reportsWe could achieve that last mile and not just add more information to the digested data heap, but provide direction as to what to do next.To the company this was a new and uncomfortable approach because it ignored prior relationships and the years of experience some of their more senior members had gained by “having done this before”So we set up a contest. We would implement our intelligence hacking approach and they would try to find help the way they always had in the past. We both had 1 week to find a solution.Before I tell you the results, let me explain the process and some of the hurdles we faced and how we over came them.Creative Commons Attribution by Flickr user by Daniele Zedda
  • NodeXLMaltegoUsed.
  • Creative Commons Attribution by Flickr user by Daniele Zedda
  • This is the story of how one company turned deep insight into competitive advantageImage Source Creative Commons Attribution, No Derivatives by Flickr user   Some rights reserved by nic-mosh
  • Creative Commons Attribution by Flickr user by by Kangrex
  • Creative Commons Attribution by Flickr user by Keoni Cabral
  • Davic License: Creative CommonsShare, remix, attribution, noncommercial, share alike
  • Creative Commons Attribution by Flickr user   Some rights reserved by jvh33
  • Creative Commons Attribution by Flickr user   Some rights reserved by jvh33
  • Flicker User: by MiiiSH creative commons attribution,
  • Creative Commons Attribution, NON COMMERCIAL by Flickr user    Some rights reserved by garritron
  • Creative Commons Attribution by Flickr user Some rights reserved by QuakeCon
  • Creative Commons Attribution by Flickr user   Some rights reserved by jvh33
  • Social Competitive Intelligence From Insight To Action

    1. 1. Social Competitive Intelligence Beyond Analytics How To Transform Insight Into Action 2014
    2. 2. 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. 3. 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 The Opportunity
    4. 4. Not Just The Promise Of Data Abundance… We Must Balance
    5. 5. …But Also The Power Of A Data Tsunami
    6. 6. Not Just The Allure Of Data Availability…
    7. 7. …But Also The Continued Threat Of Data Aggregation & Correlation 5 Results From A Phone Metadata Pattern Recognition Study
    8. 8. First Principles Public Information Disclose Access No Exploitation Identify Opportunity Do unto others...
    9. 9. What We Know Creative Commons attribution by flickr user by Daniele Zedda
    10. 10. LOTS! & LOTS! & LOTS! & LOTS!
    11. 11. What’s The Problem? Typical “Big Data”, “BI” & Market Insight Response…
    12. 12. What’s The Problem? how?
    13. 13. then what? What’s The Problem? so what?
    14. 14. What’s The Problem? how?
    15. 15. What’s The Problem? how?
    16. 16. What’s The Problem? then what?
    17. 17. We Have More Insight Than Ever…
    18. 18. …From More Sources Than Ever…
    19. 19. …And No Idea What To Do About It Creative Commons attribution by flickr user by Daniele Zedda
    20. 20. We Know What’s Happening Creative Commons attribution by flickr user by Daniele Zedda
    21. 21. But Not What To Do Next Creative Commons attribution by flickr user by Daniele Zedda
    22. 22. It’s Like Having Without UPS or FedEx Creative Commons attribution, non-commercial by flickr user evadedave
    23. 23. 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. 24. Our A-Ha Moment S W I F T Social Web Intelligence Framework & Tactics
    25. 25. The 1st Story: Fast Track HighTech | 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. 26. 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  Predict Next Best Action  ProduceActionable Intel
    27. 27. The SWIFT Process: Listen & Gather 45+ Keywords Defined for Listeners & Monitoring 50+ Social &Web Sources Consulted Wiki For Housing Multivariate Data
    28. 28. The SWIFT Process: Filter & Categorize SNAPGathering: TraverseTopic Categories IdentifyCategory Influencers Action: Engage, Monitor, Assist Influencers SNAP Social Network Analysis Process
    29. 29. The SWIFT Process: Synthesize & Analyze
    30. 30. The SWIFT Process: Report & Act
    31. 31. The SWIFT Solution: Fast Track Results + 7 other scored results & 200+ additional “pay attention to these”
    32. 32. 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 YouWill Let Me SellYour Customer List
    33. 33. The 2nd Story Video Production Company New Integration Product Needed Pitch List Creative Commons attribution, no derivatives by flickr user nic-mosh
    34. 34. The SWIFT Process: Deep Social Mining Report & Act Deliver immediately actionable prospect list that is validated as interested and available and engaged. Synthesize & Analyze Technology Refresh Event / Advocacy Participation Over 200 fully cited prospects identified Filter & Categorize • The SWIFT SNAP Social Network Analysis Process. Identify, track and trace reach, reverb, connections, influence. • Relevancy & Recency Reverberation & recency categorization. SWIFT: Listen & Gather Public & Known Customers • Web listings • Case studies • White papers • Event Presentations • Blogs • YouTube • Newsletters • Pre-Recorded Webinars • Competitive Intel Sources
    35. 35. The SWIFT Solution: Actionable Intelligence 200+ Active ECM Customers Public Web & Social Citations Willing To Work With SIs Creative Commons attribution by flickr user Kangrex
    36. 36. The SWIFT Outcomes Market Action Development Action Legal Action Monitor
    37. 37. Why It Works OrientedTo Action Predicts What’s Needed Next Taps Massive Quantities of Public Data Creative Commons attribution, remix, share, noncommercial, share alike: Davic
    38. 38. Practice: Actionable Blog Intel Creative Commons attribution by Flickr user jvh33
    39. 39. 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. 40. SWIFT: Paid Content Creative Commons attribution by Flickr user MiiiSH IF THEN PREDICTS ACTION Content is paid or sponsored Distribution is paid or sponsored Target is investing heavily in awareness Intentional focus for new product, vertical or geographic entry. Revitalized emphasis on existing product, vertical or market. Perform textual analysis of content to identify target’s narrowly targeted markets and objectives. Identify new marketing hires or blog pedigree (for contracting services). Attach $$ spend to the hire or contracted service to identify relative investment level and target’s strategy. Perform audience analysis of targets paid outlet channels to identify who they’re going after.
    41. 41. SWIFT: Authors Creative Commons attribution, noncommercial by Flickr user garritron IF THEN PREDICTS ACTION One author is posting more One group/team is posting more That author is influencer That team is developing influence Target’s focus areas Target’s reach Corporate investment in that team / team’s product. Social Network Analysis on influencer using tools like NodeXL, Maltego or other If reach is large then: Determine if influencer be coopted or eliminated Determine if influencer’s audience can be diverted or engaged directly (e.g. is influencer’s audience your prospect list?)
    42. 42. SWIFT: Events Creative Commons attribution by Flickr user QuakeCon IF THEN PREDICTS ACTION Increase in blog quantity precedes major event initiative Increase in blog activity follows event Target is increasing laying buzz foundation for these events Target is leveraging event to boost awareness Which events are strategically important to target Which events are viewed as “greens- fees” and opportunistic Intercept, thunder-steal, out- splash at event Only respond if event is inherently opportunistic for you too
    43. 43. SWIFT: Text Analysis IF THEN PREDICTS ACTION Key words and themes grow in frequency No discernible keyword trend Target is solidifying the messaging around its value proposition Target is either experimenting to see what sticks or is throwing $$ away on unconnected efforts Target’s go-to- market strategy Confusion of effort with impact. Lack of leadership. Threat from product / service but in-fighting over monetizing benefit. Position to counter, parry strength of key words and phrases. Monitor. Let competitor 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. 44. WebSiteIntel Baselining URL spidering Competitor Website URL ID Content Repositories Blog, Whitepapers, Case studies, Media Kits, FAQ, APIs, Docs, P R, Jobs, Management, N ewsletter Archive Set Watchers on Content Pages Establish Quantity, Frequency & Topic/Industry focus for last 2 years Alerts on Change Graph Overall Quantity of Content Graph Overall Frequency of Updates / New Content Graph Topic / Industry focus distribution Topic Categories & Industries Identified For Each Category / Industry Graph Content Quantity For Each Category / Industry Graph Content Frequency Signifies relative strength of competitor: Investment in creation, dedication to message amplification relative strength of topic focus. Establishes playing to participate or to win Establishes buzz building timeline between R&D & GA. Leading indicator of announcements, Trailing Indicators of investment activity Signifies relative focus of competitor Signifies buzz ramp to deals, marketing focus and sales emphasis. (c) Copyright 2013, BloomThink. All Rights Reserved. SWIFT Practice Guide
    45. 45. 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, articles Interests: Semantic web, recommendation systems, machine ethics Hobbies: Star Wars, Wine Blogging Contact: Email: Twitter: @billycripe LinkedIn:
    46. 46. Additional Reading • Answering the ‘So What’ Question • Help IT Understand The Business Value Of Back End WorkTo Drive Business Value From BI to-drive-business-value/ • Ten Steps for Social Competitive Intelligence • Is “Ambient Data” from Social Media Channels Useful for Funders? • How to use social data to formulate future decisions