Competitive Intelligence and Social Media

COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Competitive Intelligence and Social Media
Alexandra Nelles, Alcatel-Lucent
May 17, 2012

WHAT THIS PRESENTATION IS ABOUT
What is Competitive Intelligence?
Definition and how is it done in an international company
Social Media usage outside the company
How we use Social Media outside the company to
Social Media usage inside the company
The tools available within the company to conduct
Competitive Intelligence
How we use Social Media outside the company to
perform Competitive Intelligence

WHAT COMPETITIVE INTELLIGENCE IS NOT
3
Klaus Nahr

4
Zephyrinus

5
Mondo Gasparotto

WHAT IS COMPETITIVE INTELLIGENCE?
The official Definition
“CI is a necessary, ethical business discipline for decision
making based on understanding the competitive environment”
Strategic and Competitive Intelligence Professionals
6

CI IN THE BUSINESS PLANNING PROCESS
General Environment Task Environment
Organizations'
Internal Environment
7

IMPROVE DECISION MAKING
8

MINIMIZE THREATS
• Not realizing you have a problem is often… the start of a problem
9

FIND NEW OPPORTUNITIES
10

WHAT IS COMPETITIVE INTELLIGENCE?
CI Professionals see things others do not see
11

CI 2020
Dynamism
Technology
Complexity
Uncertainty & Risk
12

KEY TAKEAWAYS
• CI improves decision making,
minimizes threats and
maximizes opportunities
13
maximizes opportunities

“A Platform to facilitate
Information Exchange
SOCIAL MEDIA
14
Information Exchange
between users”
Kaplan, Andreas M.; Michael Haenlein (2010)
KEXINO.COM

SOCIAL MEDIA
Social Media Prisma 4.0 – Overview of the Social Web in
Germany
15

SOCIAL MEDIA
Most used Social Media sites
16
Source: Top 20 der globalen Social Media Sites – Netzwerke und Videos dominieren
http://www.ethority.de/weblog/2012/03/21/top20-social-media-global/
Others: Picture-Plattforms like flickr, Photobucket,
Pinterest, Review sites like tripadvisor, content platforms
like Scribd, Slideshare

SOCIAL MEDIA
CI relevant content is available
17
36% of social networkers in
Europe posts company/ brand
related information on social
media
Source: InSites Consulting, Social Media around the world

SOCIAL MEDIA
CI relevant content is available
18
19% talks about
their company on social
media
Source: InSites Consulting, Social Media around the world

SOCIAL MEDIA OUTSIDE THE COMPANY
19

• Use Professional
Networks to identify
• A summary of the
company
• Office locations and an
indication how many
people work at that
Professional Social Networks
20
people work at that
location
• Company size
• Revenues
• Year founded
• Common job titles
• Recent job postings

• Use Professional Networks
to identify
• Recent hires
• Recent promotions within
the company
• Where companies
employees come from and
Professional Social Networks
21
employees come from and
go to
• Top schools employees
graduated from
• Employee Qualifications
• Status updates of employees

Video Sharing
22
Discover:
Company Overview
Trade Show Insights
Product descriptions

Video Sharing
23
Gain
Factory
Insights

Slideshare
24
Find Product Infos,
Conference
Presentations, White
Papers

Follow blogs to keep
Blogs
25
Follow blogs to keep
up on date on what
they are interested in
& who they meet

Learn what customers like /
don’t like, how they want the
company to improve and
which activities the company
is pursuing
Product Development
26

Product Development
27
Find out about
innovation needs
of companies

Follow competitors
to keep up on date
on what they are
interested in &
who they meet
Twitter
28

Trade Show Intelligence
29
This infographic data was derived from social media mentions about CTIA 2012. These statistics reflect public social media
mentions from April 9 - May 9, 2012. http://z-comm.com/stateofthelisten/ctia2012/#.T659QVIqfbg

Google Maps
30
Explore competitor
facilities

Discover which people
interact the most and what
they're talking about
Find relevant people to
follow
Mentionmap
31
http://www.mentionmapp.com

Identify active competitors
and keep up to date on
areas they are active in
Quora
32
http://www.quora.com

KEY TAKEAWAYS
minimizes threats and maximizes
opportunities
33
• Public used Social Media is
mainly used for information
research to perform CI

SOCIAL MEDIA INSIDE THE COMPANY
34

35

Making it easier for people to work across organizational
boundaries to solve Alcatel-Lucent challenges and drive
transformation throughout the company
Social Networking Platform
36

Social Networking Platform
37

KEY TAKEAWAYS
minimizes threats and maximizes
opportunities
• Public used Social Media is mainly used
38
• Public used Social Media is mainly used
for information research to perform CI
• Social Media platforms can be used
internally to support definition of KITs,
Information research and
dissemination

Contact:
Alcatel-Lucent
Alexandra Nelles
Email: alexandra.nelles@alcatel-lucent.com
Phone: +49 911 / 526 6068
39

Competitive Intelligence and Social Media

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