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Social Media and Competitive Intelligence

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Given by Tim Walker of Hoover's, Inc. at the 2009 annual meeting of the Society of Competitive Intelligence Professionals (SCIP)

Published in: Business, Technology

Social Media and Competitive Intelligence

  1. 1. CI in a Web 2.0 World Tim Walker – Hoover's, Inc. 24 April 2009
  2. 2. Humbly offered . . .
  3. 3. Itinerary
  4. 4. Which Web are we on? <ul><li>Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Web 3.0 </li></ul><ul><li>. . . </li></ul><ul><li>Web 2009.04.24 </li></ul>
  5. 6. Social Media ~blogs ~Flickr ~wikis ~listservs . . . etc.
  6. 7. What about you?
  7. 8. Mass Mature B-to-B B-to-C Startup Niche
  8. 9. Collection
  9. 10. The problem of search
  10. 11. The blessing of RSS
  11. 12. First steps <ul><li>Planning (+ exploring) </li></ul><ul><li>Specialist blogs + RSS </li></ul><ul><li>Google alerts + RSS </li></ul><ul><li>Twitter search + RSS </li></ul><ul><li>LinkedIn groups + Q&A </li></ul>
  12. 13. Processing
  13. 14. Two modes <ul><li>Formal / </li></ul><ul><li>Analytic </li></ul>
  14. 15. Two modes <ul><li>Informal / </li></ul><ul><li>Emotive </li></ul>
  15. 16. The emotive social Web <ul><li>Awareness of brand, product, etc. </li></ul><ul><li>Sentiment </li></ul><ul><li>Narrative </li></ul>
  16. 17. People talking
  17. 18. Contexts <ul><li>Vendors, employers, partners </li></ul><ul><li>Hiring & firing </li></ul><ul><li>Speeches & reactions </li></ul><ul><li>“ Citizen journalism” </li></ul><ul><li>Etc. </li></ul>
  18. 19. Implications <ul><li>Market share / position </li></ul><ul><li>Social brand management </li></ul><ul><li>New tactics </li></ul><ul><li>Etc. </li></ul>
  19. 20. Validation
  20. 21. Partnership
  21. 22. Evidence in context
  22. 23. A new type of game
  23. 24. An evolving ecosystem
  24. 25. Photo credits <ul><li>Coal </li></ul><ul><li>Newcastle </li></ul><ul><li>Flightpath </li></ul><ul><li>Traffic </li></ul><ul><li>Raised hands </li></ul><ul><li>Harvesting </li></ul><ul><li>Millwheel </li></ul><ul><li>Kirk/Spock </li></ul><ul><li>Talking </li></ul><ul><li>Hallway </li></ul><ul><li>Validation </li></ul><ul><li>Squaredance </li></ul><ul><li>Evidence </li></ul><ul><li>Risk </li></ul><ul><li>Amazonia </li></ul>

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