go beyond analytics: putting insights into action
DESCRIPTION
The recent innovation explosion in text analytics, information management and big data have produced unparalleled information gathering and insight mining capabilities. When combined, businesses have a unique opportunity to turn these combined capabilities outward to find and deliver not just more information but actual *actionable intelligence* about competitors and markets. This session will demonstrate the power and promise of Social Competitive Intelligence that blends information management principles with deep Web analytics.TRANSCRIPT
#AIIM14 #AIIM14
#AIIM14
SOCIAL COMPETITIVE INTELLIGENCE Billy Cripe
CMO: Field Na6on Founder: BloomThink
@billycripe
Beyond Analytics How To Transform Insight Into Ac6on
#AIIM14
The Challenge
To realize the advantages of data-‐driven action while balancing the promise and power of new insights against the overwhelming quantity of data and the concurrent legitimizing of government surveillance, censorship and threat of abuse.
#AIIM14
International Study
Correlating Information
Twitter Facebook Foursquare LinkedIn
20 Of 20 organizations had some internal information released – like late salary payments
17
08
Of 20 organizations had internal information released – early product launches, conferences etc.
Of 20 organizations released confidential information like early financial numbers & employees leaving
SMBs from US, India, Germany,
UK, APAC
The Opportunity
#AIIM14 4
You are closer to *everyone else* than ever before…
Our Unique Point In Time
#AIIM14 Not Just The Promise Of Data Abundance…
We Must Balance
#AIIM14
…But Also The Power Of A Data Tsunami
#AIIM14
Not Just The Allure Of Data Availability…
We Must Balance
#AIIM14
Of Data Aggregation & Correlation
5 Results From A Stanford Phone Metadata Pattern Recognition Study
…But Also The Continued Threat
#AIIM14
First Principles
Public Information
Disclose Access
No Exploitation
Identify Opportunity
Do unto others...
#AIIM14
What We Know
Creative Commons attribution by flickr user by Daniele Zedda
#AIIM14
Typical “Big Data”, “BI” & Market Insight Response…
LOTS! & LOTS! & LOTS! & LOTS!
#AIIM14
What’s The Problem?
how?
#AIIM14 then what?
What’s The Problem?
so what?
#AIIM14
What’s The Problem?
how?
#AIIM14
What’s The Problem?
how?
#AIIM14
What’s The Problem?
then what?
#AIIM14
We Have More Insight Than Ever…
ListenLogic
RivalIQ
TrackMaven
#AIIM14
…From More Sources Than Ever…
#AIIM14
…And No Idea What To Do About It
Creative Commons attribution by flickr user by Daniele Zedda
#AIIM14
We Know What’s Happening
Creative Commons attribution by flickr user by Daniele Zedda
#AIIM14
But Not What To Do Next
Creative Commons attribution by flickr user by Daniele Zedda
#AIIM14
It’s Like Having Amazon.com
Without UPS or FedEx
Creative Commons attribution, non-‐commercial by flickr user evadedave
#AIIM14
Our A-Ha Moment
We studied the insights. We interviewed the stakeholders. We asked the questions. We classified the responses. Then we crafted a process and put it to the test…
#AIIM14
Our A-Ha Moment
S W I F T Social Web Intelligence Framework & Tactics
#AIIM14
The 1st Story: Fast Track
High Tech | Highly Regulated | Crowded Industry | Foreign Country Medical, Technical, Governmental Spaces Need Unbiased Expertise Need Last Mile Delivery Need Safe, Discreet Help
Image via Head Like An Orange
#AIIM14
Hypothesis One
Creative Commons attribution by flickr user by Daniele Zedda
The SWIFT Approach: 1. Listen & Gather 2. Filter & Categorize 3. Synthesize & Analyze 4. Report & Act
fast-‐track expertise
Locate Expertise à Predict Next Best Action à
Produce Actionable Intel
#AIIM14
The SWIFT Process: Listen & Gather
45+ Keywords Defined for Listeners & Monitoring
50+ Social & Web Sources Consulted
Wiki For Housing Multivariate Data
#AIIM14
The SWIFT Process: Filter & Categorize
SNAP Gathering: Traverse Topic Categories Identify Category Influencers Action: Engage, Monitor, Assist Influencers
SNAP Social Network Analysis Process
#AIIM14
The SWIFT Process: Synthesize & Analyze
#AIIM14
The SWIFT Process: Report & Act
#AIIM14
The SWIFT Solution: Fast Track Results
+ 7 other scored results & 200+ additional “pay attention to these”
#AIIM14
Hypothesis Two
Creative Commons attribution by flickr user Daniele Zedda
The SWIFT Approach: 1. Listen & Gather 2. Filter & Categorize 3. Synthesize & Analyze 4. Report & Act
You Will Let Me Sell Your Customer List
#AIIM14
The 2nd Story Video Production Company
New Integration Product Needed Pitch List
Creative Commons attribution, no derivatives by flickr user nic-‐mosh
#AIIM14
The SWIFT Process: Deep Social Mining Report & Act Deliver immediately ac6onable prospect list that is validated as interested and available and engaged.
Synthesize & Analyze Technology Refresh
Event / Advocacy Par6cipa6on
Over 200 fully cited prospects iden6fied
Filter & Categorize • The SWIFT SNAP Social Network Analysis Process. Iden6fy, track and trace reach, reverb, connec6ons, influence.
• Relevancy & Recency Reverbera6on & recency categoriza6on.
SWIFT: Listen & Gather Public & Known Customers • Web lis6ngs • Case studies • White papers • Event Presenta6ons • Blogs • YouTube • Newsle[ers • Pre-‐Recorded Webinars • Compe66ve Intel Sources
#AIIM14
The SWIFT Solution: Actionable Intelligence
200+ Ac6ve ECM Customers Public Web & Social Cita6ons Willing To Work With SIs
Creative Commons attribution by flickr user Kangrex
#AIIM14
The SWIFT Outcomes Market Action Development Action Legal Action Monitor
#AIIM14
Why It Works Oriented To Action Predicts What’s Needed Next Taps Massive Quantities of Public Data
Creative Commons attribution, remix, share, noncommercial, share alike: Davic
#AIIM14
Practice: Actionable Blog Intel
Creative Commons attribution by Flickr user jvh33
#AIIM14
SWIFT: Blog Quantity & Cadence
Creative Commons attribution by Flickr user jvh33
IF THEN PREDICTS ACTION Basic increase in blog quantity Or Increase in blog quantity over last 2 years (y1=benchmark, y2 = comparator for this y)
Target is increasing awareness
Target’s focus areas Investment in marketing and attendant spend on content development.
Preemptively market to thunder-‐steal or coopt Invest for parity Stake Out Your Differentiated turf
#AIIM14
SWIFT: Paid Content
Creative Commons attribution by Flickr user MiiiSH
IF THEN PREDICTS ACTION Content is paid or sponsored Distribu?on is paid or sponsored
Target is inves6ng heavily in awareness
Inten6onal focus for new product, ver6cal or geographic entry. Revitalized emphasis on exis6ng product, ver6cal or market.
Perform textual analysis of content to iden6fy target’s narrowly targeted markets and objec6ves. Iden6fy new marke6ng hires or blog pedigree (for contrac6ng services). A[ach $$ spend to the hire or contracted service to iden6fy rela6ve investment level and target’s strategy. Perform audience analysis of targets paid outlet channels to iden6fy who they’re going ader.
#AIIM14
SWIFT: Authors
Creative Commons attribution, noncommercial by Flickr user garritron
IF THEN PREDICTS ACTION One author is pos?ng more One group/team is pos?ng more
That author is influencer That team is developing influence
Target’s focus areas Target’s reach Corporate investment in that team / team’s product.
Social Network Analysis on influencer using tools like NodeXL, Maltego or other If reach is large then: Determine if influencer be coopted or eliminated Determine if influencer’s audience can be diverted or engaged directly (e.g. is influencer’s audience your prospect list?)
#AIIM14
SWIFT: Events
Creative Commons attribution by Flickr user QuakeCon
IF THEN PREDICTS ACTION Increase in blog quan?ty precedes major event ini?a?ve Increase in blog ac?vity follows event
Target is increasing laying buzz founda6on for these events Target is leveraging event to boost awareness
Which events are strategically important to target Which events are viewed as “greens-‐fees” and opportunis6c
Intercept, thunder-‐steal, out-‐splash at event Only respond if event is inherently opportunis6c for you too
#AIIM14
SWIFT: Text Analysis IF THEN PREDICTS ACTION Key words and themes grow in frequency No discernible keyword trend
Target is solidifying the messaging around its value proposi6on Target is either experimen6ng to see what s6cks or is throwing $$ away on unconnected efforts
Target’s go-‐to-‐market strategy Confusion of effort with impact. Lack of leadership. Threat from product / service but in-‐figh6ng over mone6zing benefit.
Posi6on to counter, parry strength of key words and phrases. Monitor. Let compe6tor implode. Add pressure through focused, impact driven stories. If you don’t have feature parity, invest in gaining parity.
Creative Commons attribution by Flickr user jvh33
#AIIM14
Web
Site In
tel
Baselining
URL spidering
Compe6tor Website URL
ID Content Repositories
Blog, Whitepapers, Casestudies, Media Kits, FAQ, APIs, Docs, PR, Jobs, Management, Newsle[er
Archive
Set Watchers on Content Pages
Establish Quan6ty, Frequency & Topic/
Industry focus for last 2 years
Alerts on Change
Graph Overall Quan6ty of Content
Graph Overall Frequency of Updates / New
Content
Graph Topic / Industry focus distribu6on
Topic Categories & Industries Iden6fied
For Each Category / Industry Graph Content
Quan6ty
For Each Category / Industry Graph Content
Frequency
Signifies rela6ve strength of compe6tor: Investment in crea6on, dedica6on to message
amplifica6on
rela6ve strength of topic focus. Establishes playing to par6cipate or to win
Establishes buzz building 6meline between R&D & GA. Leading indicator of announcements, Trailing Indicators of investment ac6vity
Signifies rela6ve focus of compe6tor
Signifies buzz ramp to deals, marke6ng focus and sales emphasis.
(c) Copyright 2013, BloomThink. All Rights Reserved. h[p://www.bloomthink.com
SWIFT Blog Practice Guide
#AIIM14
#AIIM14
About Billy Cripe CMO Field Nation Founder BloomThink What He Does: B2B Marketing Strategy Background: Development, Collaboration, Social & Intelligent Systems Author: 2 Books on Collaboration, many articles Interests: Semantic Web, recommendation systems, machine ethics Hobbies: Star Wars, Wine Blogging, Contact: Email: [email protected] Twitter: @billycripe LinkedIn: linkedin.com/in/billy
#AIIM14
Additional Reading • Answering the ‘So What’ Question
http://bloomthink.com/2013/10/22/so-‐what/ • Help IT Understand The Business Value Of Back End Work To Drive Business Value From BI
http://bloomthink.com/2013/10/07/help-‐it-‐understand-‐the-‐business-‐impact-‐of-‐back-‐end-‐work-‐to-‐drive-‐business-‐value/
• Ten Steps for Social Competitive Intelligence
http://bloomthink.com/2013/06/25/10-‐steps-‐for-‐social-‐competitive-‐intelligence/
• Is “Ambient Data” from Social Media Channels Useful for Funders? http://www.bethkanter.org/ambient-‐data/
• How to use social data to formulate future decisions
http://www.b2bsocialmediaguide.com/2013/10/29/use-‐social-‐data-‐formulate-‐future-‐decisions/