alterian competitive intelligence webinar_roi series vfinal_1214

8/6/2019 Alterian Competitive Intelligence Webinar_ROI Series VFinal_1214

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December 2010 SM ROI Webinar Series

Mission Possible: Leveraging Social forCompetitive Intelligence

Senior Director, Strategy & Insights

Wilson Raj

#sm2roiseries


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Agenda

Overview of Competitive Intelligence Opportunities for Competitive Intelligence Use Cases of Social Media in Competitive Intelligence Examples and Best Practices Defensive Competitive Intelligence Key Learning


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About Alterian

Do you just blast email or

do you make it relevant, timely

and personalised

Do you have an

engaging web site

or is it just brochure-ware?

Do you listen to the

conversations about your brandthat customers are having?

Do you know who your

customers are, their value toyou now and in the future

Your

Brand


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CONTEXT & OPPORTUNITY

The Big Picture


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If you know the enemy andknow yourself

you need not fear

the results of

a hundred battles.

Sun Tzu, The Art of War


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Only the enlightened ruler and wise general

can use people of superior knowledge as spies

will they surely achieve great merit.



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The living spy returns and reports.Employ the native spy from the local people.

Employ the inner spy from their officials.

Employ the turned spy from among the enemy spies.

The dead spy spreads false information abroad



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Are CI Professionals listening well enough?

Reference: Forrester Report, Defining

Social Intelligence 2010

SocialC

ompetitiveIntellig

ence


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OVERVIEW

What is Competitive Intelligence?


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Competitive Intelligence just got easier

Images: Bladediary.com stencil,

webtreats.mysitemyway.com

THEN NOW


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What is Competitive Social Intelligence?

Practice ofanalyzing social

media data to drive

actionable

competitivemarketing and

business strategy

Informs a variety ofmarketing and

business functions

CompetitorStrategy

Marketing

Digital socialpresence

(akaconversations)

Social media data

Adapted from: Forrester Research

Informs Drives

InspiresCreates


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BrandAudit

Marketresearch

CorporateMarke4ng

SalesLeadGen

Interac4vemediabuyingCustomerSegmenta4on

Influencermarke4ng

Compe44veInsight

ProductDevelopment/Innova4on

PublicRela4ons

CrisisManagement

Reputa4onMonitoring

CustomerService

Strategic

Proac,ve

Opportunities for Competitive Intelligence

Tac,cal

Rea

c,ve


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USE CASES & EXAMPLES

What can social competitive intelligence do for your business?


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Competitive Intelligence Applied

Use Case Benefit

Campaign measurement Test campaign effectiveness with competitors

Campaign tracking Measure social/viral spread of competitive campaign

Brand marketing Understand how customers talk about competitive products

Reputation management Measure customer sentiment of competitive brands

Lead generation Monitor for competitive sales opportunities, channels

Influencer marketing Target for WOM, reputation, editorial advantages

Consumer segmentation Understand motivations and drivers for purchase/affinity

Customer service Seek out issues and supporting through interactive channels

Product innovation Improve current products or develop new offerings based on

consumer opinions

Market research Strategically analyze new segments, offerings, business models, etc.


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Example: Fall 2010 TV Shows

Source: Competition as an Opportunity The ROI of

Competitive Insight Across a Product Lifecycle byConnie Bensen


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Example: Fall 2010 TV Shows

Source: Competition as an Opportunity The ROI of

Competitive Insight Across a Product Lifecycle byConnie Bensen


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Example: Launch Buzz of Product X vs. Product Y

Total volume:

165,599Total volume: 302,433

Average per day:

6,277

POST-LAUNCHPRE-LAUNCH POST-LAUNCHPRE-LAUNCHAverage per day: 5,474 Average per day:

3,230

Average per day:

4,151


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Total mentions: Brand X: 2210 results vs. Brand Y: 737 results

Example: Competitive Brand Perceptions during Brand Xs

Launch

Brand X

Brand Y

Daily volume

PRE-LAUNCH POST-LAUNCH

Brand Y

Brand X


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Example: Screen Feature of Product X vs. Product Y

Product X

Date Range: 9/01

10/15

Product Y

Date Range: 07/01

08/15


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Example: Keyboard Feature of Product X vs. Product Y

Product X

Date Range: 09/01

10/15

Product Y

Date Range: 07/01

08/15


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Brand X Brand Y Brand Z

Volume 31008 20306 196314

Share of

voice

Top

mentionedtopics

PR and Announcement>

Games and Applications>

Phone Features and Design>Phone Carrier >

Service Plans

Games/Applications and

Android > Phone Features

and Design>Phone Carrier> Pricing>

PR and Announcement

Technical Inquiry > Games

and Applications> Phone

Features and Design>Availability

PR and Announcement

*Data range: 9/5/2010 to 9/20/2010

Example: Telco Product Comparisons


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DEFENSIVE COMPETITIVEINTELLIGENCE

The flip side of competitive intelligence


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Competitive Intelligence & Social Media Security

MarketersIT &

Compliance

Exposed socialmedia data

Risk of data loss

Compliance &Legal issues

User education &adoption

CompetitiveIntelligence

Social mediasecurity

Social mediapolicies

Social Mediatraining

Reference: http://barryhurd.com/2010/11/competitive-intelligence-and-social-media-security/


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OPTIMIZE YOUR COMPETITIVEEDGE

Key Takeaways


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Key Learning # 1

Identify Aggregate

Tune Track

Determine yourcompetitive

intelligence goal


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Key Learning # 2

What competitors areoffering/saying to

customers

Competitors strengths& weaknesses

Industry trends Influencer trends

Focus yourgap analysis


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Key Learning # 3

Web Analytics Search

Offline dataExisting primary &

secondary research

Integrate socialwith other data

for deeperinsights


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Key Learning # 4

Combine processes, tools,and education to secure

business assetsDont be afraid

Evolve with the business Be flexible

Realize socialintelligence

gathering goesboth ways


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THANK YOU


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alterian competitive intelligence webinar_roi series vfinal_1214

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