Sla2010 tech zone


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Techniques for using Twitter as a competitive intelligence resource

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  • New tools made it easy to participate
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Knowing who you want to follow: Twitter people searchNot knowing who you want to follow: LinkedIn to find employees of competitors List services to find subject matter experts
  • Don’t forget to check and follow other people’s lists!!!
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • First Tweet #sla2010 #djtechzone
  • Don’t forget your own company/product!
  • People’s network have become incredibly influential in digital behaviorNot a surprise, at least 1 in 3 searches fail (probably generous)Of course many of these sites deliver a browsing experience, general interest infoHowever, more and more people are turning to their network for discovery, as well as navigationSocial Search grows
  • Sla2010 tech zone

    1. 1. Ken Sickles, Director Product <br />SLA 2010<br />Monitoring “Tweets” to Compete<br />Dow JonesTechZone<br />
    2. 2. 105+ Million<br />
    3. 3.
    4. 4. 65 Million / Day<br />1 out of every 5 tweets mention a product or brand<br />
    5. 5. Company<br />What are the companies saying?<br />What are customers saying?<br />What are partners saying?<br />What are employees saying?<br />
    6. 6. Product<br />What are customers saying?<br />What questions are companies asking?<br />What are companies saying?<br />
    7. 7. People<br />Which people are the experts?<br />Which employees matter?<br />Which executives are having conversations?<br />
    8. 8. Topics<br />What industry trends are emerging?<br />What are good sources for more info?<br />Which companies and or people are related?<br />
    9. 9. Setting up<br />Create a Twitter account<br />Ongoing monitoring<br />Saved searches<br />People<br />Finding & Following<br />Creating Lists<br />Using TweetDeck<br />Historical research<br />Using Google<br />Other resources<br />Overview<br />
    10. 10. Exercise: Creating Twitter Account<br />Setting Up<br />
    11. 11. Saved searches<br />Product name<br />Event<br />Topic / technology<br />Person<br />Company name<br />Workforce changes<br />Etc.<br />Ongoing Monitoring<br />
    12. 12. Exercise: Creating saved searches<br />Ongoing Monitoring<br />
    13. 13. Finding & following people<br />Following employees from competitors<br />Following subject matter experts<br />Ongoing Monitoring<br />
    14. 14. Examining a Twitter user<br />Bio<br />Website<br />Following / Followers<br />Lists they are on<br />Lists they have created<br />Ongoing Monitoring<br />
    15. 15. Exercise: Finding & Following People<br />Companies and Products too<br />Twitter people Search<br />Tweetdeck Directory<br />Listorious<br />Twibes<br />Wefollow<br />Ongoing Monitoring<br />
    16. 16. Creating Lists<br />Employees of a company<br />Subject matter experts<br />Ongoing Monitoring<br />
    17. 17. Saved Searches<br />Filter the stream around a topic<br />Lists<br />Hear what groups of people are saying<br />See what they are reading<br />Ongoing Monitoring<br />
    18. 18. Exercise: Creating Lists<br />Ongoing Monitoring<br />
    19. 19. Using TweetDeck<br />Dashboard interface for Twitter<br />Facebook<br />LinkedIn<br />Foursquare<br />Desktop & Mobile apps<br />Browser app in beta<br />Ongoing Monitoring<br />
    20. 20. Exercise: Using TweetDeck<br />Ongoing Monitoring<br />
    21. 21. Using Google<br />Search tweets using Google search<br />Leverage Google search tools (time range etc.)<br />Historical Research<br />
    22. 22. Exercise: Twitter search on Google<br />Historical Research<br />Query termssite:twitter.cominurl:status<br />
    23. 23. URL Sharing<br />Twitter Search<br /><br />Real time search<br /><br /><br /><br />Trends<br /><br />Sentiment<br /><br /><br />Other Resources<br />
    24. 24. Twitter a part of CI efforts<br />Rapidly increasing in importance<br />Participation!!<br />Don’t just think CI<br />Build your network<br />Wrap up<br />
    25. 25. * (via Gigya’s “Social is the Next Search”)<br />
    26. 26.<br /><br />bstg<br /><br />THANK YOU!!!!!<br />
    27. 27. Appendix<br />
    28. 28. Value of content selection by experts<br />Dow Jones Research, 2007<br />
    29. 29. Distilling the info river with Factiva<br />Alert: Distill the river into a stream <br />Workspace: Distill the river into a trickle<br />Newsletter: Distill the river into a drip<br />: Distill the river into a drop<br />
    30. 30. Demo<br />