Competitive Intelligence - Search & Social Media
This presentation was presented at PUBCON Las Vegas, October 2013. Content: Why competitive intelligence? My 3 A's 8 pieces of advice in relation to competitive intelligence Examples of competitive intelligence based on big data from search and social media. One the things I try to explain with this presentation is the importance of understanding the total market space. Everybody wants growth, but in a market space with 50 or 100 strong companies it is very unlikely that everybody can grow their revenues year after year with 20-30%. Of course this depends totally on the actual market that potentially could have much higher growth rates. But in general this is not the case according to my experience. With this in mind, competitive intelligence becomes really interesting. Understanding how competitors are positioned in the market and how they create their growth through a strong presence in search engines and social media platform. The focus here is Google when speaking about search engines and Facebook when talking social media. This leads me to the next part of the presentation - my 3 A's. Awareness Analysis Action The point I try to make here is very much connected to awareness. With our increasing use of digital media and digital transaction we have the opportunity to collect and data mine huge amounts of data. This for me is being aware. Constantly looking a large amounts of data. Fortunately this is done by computers, meaning that we can run through all this data in a matter of minutes every day. Doing competitive analysis on this level should be a daily task, just the way we open the news paper. We open the news paper to get inspired to see what is going on. Is something new and interesting happening in the world that I should be aware of? And this is just the same with competitive intelligence. It needs to be that easy, that it can be done a a few minutes. At least the Awareness part of it. Assuming that we become aware of something new and interesting we can then decide to analyze further and eventually connect a clear and targeted action. Not the circle is complete. We became aware, we analyzed and we performed an action that is helping us increase revenue or protect existing revenues. Hence optimizing the business performance. Towards the end of the presentation I demonstrate, how data from social media platform Facebook, can be used to not only competitive intelligence, but also business development. Both search and social media are amazing data sources and they basically reflect what is going on in the world. So stop looking elsewhere :-)
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Competitive Intelligence - Search & Social Media
- 1. Competitive Intelligence Search & Social Media Presented by: Jacob Hagemann @jacobhagemann
- 2. Competitive Intelligence • • • • Why competitive intelligence? 3 A’s 10 Things to remember in CI CI examples based on search and social media
- 4. Total value of market space 51 companies all fighting to get a piece of the pie! Everybody wants to grow revenue and take market share! At some point someone will get squeezed! Who is it going to be?
- 5. Everybody is asking: What did you do to generate more revenue today? Should they also be asking: What did you do to not lose revenue today?
- 6. My 3 A’s
- 7. The “old” Awareness Triangle We collect rather small amounts of data due to lack of technology. We analyze what we find important based on the data the we have available! Aware Aware Analyze Analyze Action Action We take action based on our analysis.
- 8. The “New” Awareness Triangle Aware Analyze Action We collect much more data and have the ability to be much more aware of what goes on! Our analysis is much more qualified and effective. Our actions are more specific, targeted and oriented towards making more revenue and protecting existing market positions.
- 9. 8 pieces of advice when working with competitive intelligence
- 10. Take the lead!
- 11. Keep it fresh!
- 12. Keep looking!
- 14. Use Indicators!
- 15. Think holistic!
- 16. 10/90 rule!
- 17. Get the right tools!
- 19. …from search
- 20. Share of Search - Hybrid Cars – US Market Powered by @hooshtechnology – www.hoosh.com
- 21. Search Visibility Drivers- Hybrid Cars – US Market Powered by @hooshtechnology – www.hoosh.com
- 22. Search Mix - Hybrid Cars – US Market Powered by @hooshtechnology – www.hoosh.com
- 23. Newcomers - Hybrid Cars – US Market Powered by @hooshtechnology – www.hoosh.com
- 24. …from social
- 25. Engagement by Brand Teen cosmetics – US Market Powered by @hooshtechnology – www.hoosh.com
- 26. Engagement by product category Teen cosmetics – US Market Powered by @hooshtechnology – www.hoosh.com
- 27. Volume weighted engagement by Product Teen cosmetics – US Market OUTDOOR SKIN ACNE/ FACE/SKIN PROTECTION BLEMISHES EYES LIPS NAILS Maybelline 55% 20% 2% 1% 18% 4% 100% Sephora 27% 34% 5% 2% 18% 14% 100% CoverGirl 40% 25% 2% 1% 16% 15% 100% L'Oreal 34% 31% 3% 2% 16% 13% 100% Lush Cosmetics 6% 81% 5% 4% 2% 3% 100% MAC Cosmetics 27% 28% 0% 1% 40% 4% 100% Powered by @hooshtechnology – www.hoosh.com
- 28. Most active days Teen cosmetics – US Market Powered by @hooshtechnology – www.hoosh.com
- 29. Thanks for listening, If you want to know more, please just come up and ask me or connect on: Twitter: Linkedin: @jacobhagemann www.linkedin.com/in/jacobhagemann E-mail: jacob@hoosh.com
Editor's Notes
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