An SLA KM PresentationMonday June 9th, 2014Zena ApplebaumDirector, Competitive Intelligence Bennett Jones LLP

@ ZAppleCI

Social Media – Turning Noise into Action

What are the leading social media tools?

How can we get started quickly using the leading social media tools for competitive intelligence?

Agenda

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• Rife spot find qualitative and quantitative data on clients/prospects as well as competitor clients/prospects • (in an effort to turn the latter into the former)

• Monitor for tone, content, frequency, trending, sentiment

• Big Data can turn into CI Data points

Develop a system or software or buy a third party platform. Mechanics/data can be easily outsourced of but still requires a heightened knowledge of the firm and its strategy – human touch.

Media and Social Monitoring

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Key Intelligence Topic

• Key Intelligence Topic - (KITs) are those topics identified as being of greatest significance to an organization’s senior executives, and which provide purpose and direction for Competitive intelligence operations.

• Key intelligence topics are invariably derived from a series of interviews. They are then grouped into appropriate categories and allocated a priority, usually by the same, or a representative, group of people. The basic categories are: • strategic decisions and actions (including the development of strategic plans

and strategies);• early-warning topics (for example, competitor initiatives, new technology

developments, and• descriptions of key players (including competitors, suppliers, regulators, and

potential partners).

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Examine KITs for Potential CI Value

Who are our stakeholders?

What decisions do they need

to make?

What knowledge do

they need?

What intelligence can

we provide?

How will we develop that intelligence?

What analysis can we perform?

What information do we need?

Who holds that

information?

Are they likely to be sharing that information in some form through social media?

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Start Small and Be Specific

DIY: Get smart before

you buy anything

Learn each platform’s search and monitoring functions

Try to start with social

media input into current

projects

Define a clear collection

plan

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Reverse Engineer your Collection Plan

Who has the information you

need?

Who is their audience?

What social media will they use?

How do you search those platforms?

Whether you’re doing active elicitation or passive monitoring, remember your CI ethics.

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SecondaryResearch

PrimaryResearch

SocialMedia

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Do you speak Twitter?

Public message directed towards a specific Twitter user, e.g. @ZAppleCI

Hashtags are public messages attended to be associated with a specific theme, topic or event. The hashtag makes it easy for interested parted to track the conversation, e.g. #SLA2014 for this conference

@

#

Retweet: I liked your message, and I am passing it alongRT

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Twitter asks users “What are you doing or reading?”

Official Business Presence• PR• Marketing• Customer Service• Recruiting

Individuals• Employees• Customers• Experts

http://thechrisvossshow.com/how-top-brands-are-using-twitter-infographic/

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Twitter offers great search functions!

You do not need to have your own Twitter account

Make lists of search terms• Competitors• Industry terms• Product brands• Noteworthy names

Create RSS feeds of your searches to automate monitoring

http://search.twitter.com/advanced

• Look for competitors’ official accounts• http://twitter.com/competitorname• Look in their marketing materials

• Search for lists of competitor employees or industry experts on Listorious

• Search for mentions of competitors’ names and industry terms in Twitter user’s profiles• Listorious• Twellow

Find individuals you want to track

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http://www.listorious.com

http://www.twellow.com

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LinkedIn: the professional social network

Information about professionals in resume-like profiles

Company and industry groups for active discussions

Aggregate user data for company statistics and information

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Get to know LinkedIn’s advanced search

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Company profiles have a wealth of detail

Statistics

Hiring, promotions and departures

Open positions

Culture

Remember that company data is based on aggregated employee self-reporting

You can also “follow” companies of interest to track them over time

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Quora: Question and AnswerUsers ask questions and other users answer them

Sometimes industry and company-specific topics

Users vote up their favorite answers

Based on real identities, so you can assess respondents expertise

Follow topics and users of interest

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Slideshare: Post your PowerPoint HereUsers post PowerPoints to the site• Easy sharing• Promotion• Education• Sales and marketing

Use the same keywords from your other search list

Counter-Intelligence Alert

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Trending Analysis

• DYI with Excel, but it takes time & effort• Mine social media to do your trending for you…• Hire experts!

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1. Industry movement2. Opportunities3. Early Warning Signs4. Recruitment5. Trends/Changes6. Develop Thought Leadership

So what? How can I really use this stuff?

Questions? Comments? & Contact

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Zena Applebaum Director of Competitive Intelligence Bennett Jones LLP, a leading national and International law firm based in Canada. Her primary responsibilities include conducting analyses of market and competitor performance to inform the firm’s strategy, business development, client relationship management, counter-intelligence and marketing. Tying it all together, she enables strategic collaboration throughout the firm via the firm's award winning intranet.

She brings a unique perspective to intelligence and the dynamics of market and industry issues as a result of broad business development, marketing, and corporate research experience across a variety of sectors. Zena is a frequent writer and speaker on competitive, market and business Intelligence topics in Canada and abroad. Zena is a member of the SCIP Board of Directors and is currently the Chair Elect Special Libraries Association Competitive Intelligence Division, and a member at large of the Professional Marketing Forum. Zena has a joint academic and applied Masters degree in Communication and Culture from York and Ryerson Universities.

Director, Competitive Intelligence@ZAppleCIapplebaumz@bennettjones.com

Thank you!