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2013_06_26 SMINT for PR (Public Relations) INTELLIGENCE - MADRID

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During this event it will be showcased the best practices of the CI Professional (CIP) expert applied to Public Relations and Communications, analysing some os the latest trends and aspects, like SMINT (Social Market & Media Intelligence).
Expose the specific procedures of the CIP applied to Comms, such as Public and Informational Relations, the creation of opinion and lobbying, the advertising and corporate identity, at Institutional and Brand levels. Advance in the definition of specific models for CI in Comms and Public Matters and key performance indicators and development os this activity

Credits: IBM, GIA, NETSCAPE, CRIMSON EXAGON, COLOURS, FRED CAVAZZA, other

Published in: Business, Technology
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2013_06_26 SMINT for PR (Public Relations) INTELLIGENCE - MADRID

  1. 1. © Luis Madureira SMINT for PR INT 1
  2. 2. © Luis Madureira SMINT for PR INT 2 ¿CÓMO ES EL PROCESO DE TRABAJO? INTELLIGENCECYCLE Y ANALYSIS CURSO ESPECIALIZADO EN INTELIGENCIA COMPETITIVA Y DE MARKETING
  3. 3. WHY ME? & WHY SMINT?
  4. 4. LUIS MADUREIRA – BIO MIG CIP-II (3 in IBERIA)
  5. 5. PR NOW
  6. 6. © Luis Madureira SMINT for PR INT 6 PR THEN & NOW - INFOGRAPHIC
  7. 7. © Luis Madureira SMINT for PR INT 7 PR THEN & NOW - INFOGRAPHIC
  8. 8. © Luis Madureira SMINT for PR INT 8 PR ALWAYS - INFOGRAPHIC
  9. 9. © Luis Madureira SMINT for PR INT 9 FLOW 1. DECISION-MAKING CONTEXT VUCA | SOCIAL WORLD | NEEDS 2. STRATEGIC AGILITY OODA LOOP 3. SMINT 4. PR INT 9
  10. 10. 1. DECISION-MAKING ENVIRONMENT (FOR THE NEXT DECADE OR SO...)
  11. 11. V.U.C.A. The Decision-Making Environment
  12. 12. © Luis Madureira SMINT for PR INT 12Volatility
  13. 13. © Luis Madureira SMINT for PR INT 13 Harder to PREDICT
  14. 14. © Luis Madureira SMINT for PR INT 14 COMPLEXITY VS Harder to connect CAUSES and EFFECTS
  15. 15. © Luis Madureira SMINT for PR INT 15 Harder do determine the SIGNIFICANCE of events... ...and its IMPLICATIONS
  16. 16. © Luis Madureira SMINT for PR INT 16 FASTER CHANGE & GREATER IMPACT !
  17. 17. AS SUCH… CRISIS MANAGEMENT IS, AND WILL CONTINUE TO BE, MAINSTREAM MANAGEMENT
  18. 18. © Luis Madureira SMINT for PR INT 18
  19. 19. © Luis Madureira SMINT for PR INT 19
  20. 20. SOCIAL WORLD
  21. 21. © Luis Madureira SMINT for PR INT 21 BIG DATA... “HUMANS generated more data in 2009 than in the previous 5,000 years combined” Dave Evans, Cisco Systems
  22. 22. © Luis Madureira SMINT for PR INT 22 …WITH AN INCREASINGLY SOCIAL DIMENSION… 22
  23. 23. © Luis Madureira SMINT for PR INT 23 … IN A CONTINUOUS CONVERSATION … ARE WE PART OF THIS CONVERSATION?
  24. 24. © Luis Madureira SMINT for PR INT 24 AND THE CONVERSATION WILL GROW ! 10 Connected Devices for Every Household by 2020 5 billion internet users by 2020 5 connected devices for every user by 2020 500 devices with unique digital IDs (Internet of things) per square kilometre by 2020
  25. 25. DECISON-MAKERS NEEDS
  26. 26. © Luis Madureira SMINT for PR INT 28 WHAT DO THEY SAY? “This is now a continuous feedback kind of world, and we need to be organizational agile to respond.” CEO, Financial Markets, US 28 Countries:64 CEOs: 1,709 Industries:18 Source: IBM CEO C-SuiteStudies 2012 N=1700
  27. 27. © Luis Madureira SMINT for PR INT 30 NEED TO ACT QUICKER… “The time availableto capture, interpret and act on information is getting shorter and shorter.” CEO, Chemicals and Petroleum, United States 30Source: IBM CEO C-SuiteStudies 2012 N=1700
  28. 28. 2. STRATEGIC AGILITY
  29. 29. Orient Decid e Act Obser ve OODA LOOP Strategic AgilitywithinV.U.C.A.
  30. 30. © Luis Madureira SMINT for PR INT 36 ORIENT DECIDEREACT OBSERVE ORIENT DECIDEACT OBSERVE OODA LOOP - OBSERVE ORIENT DECIDE ACT 36Source: http://thedoublethink.com MONITOR SURPRISE
  31. 31. © Luis Madureira SMINT for PR INT 37 CHALLENGES Observe >Real-time Listen 2.0 Orient >Big Data Crunching Decide >Intelligence Act >Strategy into Action 37
  32. 32. © Luis Madureira SMINT for PR INT 38 SUMMARY SO FAR: 38 REAL-TIME STRATEGY INTO ACTION  SOCIAL MARKET INTELLIGENCE
  33. 33. 3. SMINTSOCIAL(3) MARKET(2) INTELLIGENCE(1)
  34. 34. INTELLIGENCE
  35. 35. © Luis Madureira SMINT for PR INT 41 KNOWLEDGE (Verified True) INTELLIGENCE (Actionable Insight) HIND INSIGHT FORE INFORMATION (Processed Data) DATA INTELLIGENCE = ACTIONABLE INSIGHT NEEDS TO BE ITERATIVE + REAL-TIME 41 DatatoINSIGHT REALTIME=RELEVANCY © Luis Madureira
  36. 36. MARKET INTELLIGENCE
  37. 37. © Luis Madureira SMINT for PR INT 43 MARKET INTELLIGENCE = ACTIONABLE INSIGHT ON MARKET CONSTITUENTS 43 MARKET INTELLIGENCE INDUSTRY (Product | Service) PLAYERS (Company | Competitors) CONSUMER (Consumer | Customer) POLITICS ECONOMICS TECHNOLOGY ENVIRONMENT SOCIAL LEGAL
  38. 38. © Luis Madureira SMINT for PR INT 44 SENSING THE COMPETITIVE LANDSCAPE USING THE INTELLIGENCE FUNNELTM Political Economics Social / Cultural Technology Environment Legal Environment Industry Players Entry Barriers Suppliers Customers Substitutes Rivalry Current Strategy Strengths & Weaknesses Goals & Drivers Management Assumptions External Impacts & Trends Change Drivers Players Likely Future Direction SHAPE FUTURE STRATEGY & TACTICS DEVELOPMENT 5 Forces 4 Corner
  39. 39. © Luis Madureira SMINT for PR INT 45 TO FUTURESHAPE THE INDUSTRY BACK TO BASICS BLINDFOLDED Business as usual with no significant responses to changing environment. Decisions made on gut feeling and historical experience. Low intelligence activity resulting in non-awareness of risks or opportunities. FUTURESHAPE Offensive corporate strategy that explores new possibilities and seeks new growth areas. Success through proper analysis as well as trial-and-error. Decisions made based on opportunity analysis. Coordinated intelligence operations with 360-degree approach. BACK TO BASICS Defensive corporate strategy that focuses on dominating the core competitive environment. Decisions made based on careful analysis. Heightened intelligence activity in order to gain full understanding and good competitive position against incumbents and new entrants in new business environment. DEFENSIVE STRATEGY HEIGHTENED INTELLIGENCESTRATEGY LOWINTELLIGENCE STRATEGY OFFENSIVE STRATEGY TITANIC Moving into uncharted waters without proper knowledge of environment – high risk adventure. Decisions made on gut feeling. Success possible through luck as well as trial and-error.
  40. 40. SOCIAL MARKET INTELLIGENCE
  41. 41. SMINT… … makes sense of rapidly changing business ecosystem, enabling simple and efficient Decision Making, revenue and cost wise, in Real-Time. The goal is the proactive exploitation of Opportunities, mitigating Risk and maximizing business’s impact. Understand, Compete andWin inReal- Time. 48
  42. 42. © Luis Madureira SMINT for PR INT 49 SMINT CYCLE IN ACTION… 49 LISTENING 2.0
  43. 43. © Luis Madureira SMINT for PR INT 50 SECONDARY - THE COMMAND CENTER LISTEN 2.0 50 DELL RED CROSS SALES FORCE CISCO GATORADE QUACK CAVE NESTLÉ
  44. 44. © Luis Madureira SMINT for PR INT 51 LISTEN … UP TO GEOLOCATION !
  45. 45. © Luis Madureira SMINT for PR INT 52 INTERNAL - BUSINESS INTELLIGENCE
  46. 46. © Luis Madureira SMINT for PR INT 53 INTERNAL – BUSINESS INTELLIGENCE
  47. 47. © Luis Madureira SMINT for PR INT 54 PRIMARY - INTERPRETERS LAB 54 MARKET INTELLIGENCE INDUSTRY (Product | Service) PLAYERS (Company | Competitors) CONSUMER (Consumer | Customer) POLITICS ECONOMICS TECHNOLOGY ENVIRONMENT SOCIAL LEGAL
  48. 48. REAL-TIME INTELLIGENCE  STRATEGIC FLUX 55
  49. 49. © Luis Madureira SMINT for PR INT 56 END-GAME: STRATEGIC FLUX STRATEGIC FLUX (SMINT) 1Y 2Y 3Y LINEAR (TRADITIONAL) 1Y 2Y 3Y EXTERNAL & COMPETITIVE ENVIRONMENT STRATEGY CHANGING EXTERNAL & COMPETITIVE ENVIRONMENT
  50. 50. PR INT(ELLIGENCE)
  51. 51. © Luis Madureira SMINT for PR INT 58 BUZZ & SENTIMENT ANALYSIS: 5
  52. 52. © Luis Madureira SMINT for PR INT 59 REAL-TIME BUZZ & SENTIMENT 5
  53. 53. © Luis Madureira SMINT for PR INT 60 COMPARATIVE SENTIMENT ANALYSIS: 6 Note: This is an example from the Airline Industry
  54. 54. © Luis Madureira SMINT for PR INT 61 HUMAN SENTIMENT ANALYSIS & DRIVER IDENTIFICATION 6 + - Note: This is an example from the Airline Industry
  55. 55. © Luis Madureira SMINT for PR INT 62 POSITIVE ASSOCIATIONS 6© Luis Madureira - OgilvyRED The S3 looks amazing! first smartphoneive ever really lusted after - hardforum.com They look alike but the S3 looks better .. They[S3] should ban the iPhone for being inferior in Size and in Looks!! http://t.co/zANk6D4c - twitter.com
  56. 56. © Luis Madureira SMINT for PR INT 63 NEGATIVE ASSOCIATIONS 6 @amus2005 Dunno babe, iPhone's are awesome but S3 is good, quicker than iPhone. I like size n style of iPhonetho, S3 is too big I think. - twitter.com htc one x is best because its not worth the extra money for features already either seen elsewhere like pop up play or already shown to be unpractical like when siri came out and everybody came to terms that no one would ever use it in real life. plus, the s3 is much more expensive. - phonereview.co.uk
  57. 57. © Luis Madureira SMINT for PR INT 64 CATEGORY “RADAR” / PERCEPTION 6© Luis Madureira - OgilvyRED
  58. 58. © Luis Madureira SMINT for PR INT 65 COMPETITORS 6 I had 100% battery when I left my house at 10:45. I've been in class for 3 hours and I have 8% left. iPhone batteries are fucked. - hardforum.com I have charged my phone 3 times today. iPhone battery is soo bad! #worst #too quick - twitter.com
  59. 59. © Luis Madureira SMINT for PR INT 66 REASON WHY? 6© Luis Madureira - OgilvyRED Decided on iPhone 5. While S3 is great, I'm tied in with apps and iTunes music really. - twitter.com S3 is scratch resistant. But iPhone has more apps. :|. - twitter.com
  60. 60. © Luis Madureira SMINT for PR INT 67 WHO’S TALKING + / - WHO HAS THE INFLUENCE 6© Luis Madureira - OgilvyRED
  61. 61. © Luis Madureira SMINT for PR INT 68 EVEN SENTIMENT BY GEOGRAPHY 6© Luis Madureira - OgilvyRED
  62. 62. © Luis Madureira SMINT for PR INT 69 CASE STUDIES – PHARMA (FR) THE CONTEXT: French Pharmaceutical company selling a Diabetes Drug. This Drug is also used extensively off-label for weight loss. THE INSIGHTS: By 2003 online Forums hosted hundreds of conversations among concerned patients. Week signals impossible to spot using mere Keyword Scanning. THE ANSWERS: If Listened 2.0, by 2006, conversations mapping would show discussion have shifted heavily to discussion on the drug’s risks… and perhaps Executives would have act on this warning! THE RESULTS: Withdrawn from French market in 2009 after questions about its safety, including its role in a number of deaths! Source: McKinsey How Social Intelligence guide decisions
  63. 63. © Luis Madureira SMINT for PR INT 70 CASE STUDY: GATORADE COMMAND CENTRE ENGAGE INFLUENCERS MONITOR BRAND & DISCUSSIONS, COMPETITIVE LANDSCAPE, TRENDS LISTEN DIALOGUE CAMPAIGN ANALYTICS INSIGHT GATHERING, INNOVATION LEADS TRACK BRAND ATTRIBUTES, MEDIA PERFORMANCE, SOCIAL MEDIA OUTREACH CAMPAIGN, SITE, SOCIAL MEDIA ANALYTICS
  64. 64. © Luis Madureira SMINT for PR INT 74 SUMMARY IN HBR COVERS
  65. 65. IN A NUTSHELL CHALLENGING TIMES WE LIVE IN … BUT SMINT CAN HELP WITHEARLY WARNING AND IMPACT ! 75
  66. 66. © Luis Madureira SMINT for PR INT 76 JUST TO MAKE SURE THIS WAS A GREAT PRESENTATION… 76
  67. 67. LUIS MADUREIRA Business Partner E: luis.madureira@ogilvy.com M: +351 915 101 334 L: www.linkedin/in/luismadureira S: www.slideshare.net/lmadureira T: @Luis_Madureira Credits: Some slides were made with the Haiku Deck App for iPad Some pictures I do not know the source so can not give the deserved credits 77

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