sla2010 tech zone
DESCRIPTION
Techniques for using Twitter as a competitive intelligence resourceTRANSCRIPT
© Copyright 2010 Dow Jones and Company
Ken Sickles, Director Product
SLA 2010
Monitoring “Tweets” to Compete
Dow Jones TechZone
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105+ Million
1 out of every 5 tweets mention a product or brand
65 Million / Day
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Company
What are the companies saying? What are customers saying? What are partners saying? What are employees saying?
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Product
What are customers saying? What questions are companies asking? What are companies saying?
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People
Which people are the experts? Which employees matter? Which executives are having conversations?
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Topics
What industry trends are emerging? What are good sources for more info? Which companies and or people are related?
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Setting up- Create a Twitter account
Ongoing monitoring- Saved searches- People
- Finding & Following
- Creating Lists
- Using TweetDeck Historical research
- Using Google Other resources
Overview
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Exercise: Creating Twitter Account
Setting Up
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Saved searches- Product name- Event- Topic / technology- Person- Company name- Workforce changes- Etc.
Ongoing Monitoring
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Exercise: Creating saved searches
Ongoing Monitoring
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Finding & following people- Following employees from competitors- Following subject matter experts
Ongoing Monitoring
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Examining a Twitter user- Bio- Website- Following / Followers- Lists they are on- Lists they have created
Ongoing Monitoring
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Exercise: Finding & Following People- Companies and Products too- Twitter people Search- Tweetdeck Directory- Listorious- Twibes- Wefollow
Ongoing Monitoring
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Creating Lists- Employees of a company- Subject matter experts
Ongoing Monitoring
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Saved Searches Filter the stream
around a topic
Lists Hear what groups of
people are saying See what they are
reading
Ongoing Monitoring
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Exercise: Creating Lists
Ongoing Monitoring
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Using TweetDeck- Dashboard interface for Twitter
- Foursquare
- Desktop & Mobile apps- Browser app in beta
Ongoing Monitoring
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Exercise: Using TweetDeck
Ongoing Monitoring
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Using Google- Search tweets using Google search- Leverage Google search tools (time range
etc.)
Historical Research
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Exercise: Twitter search on Google
Historical Research
Query terms site:twitter.com inurl:status
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URL Sharing
- Twitter Search
- Twitterurly.com Real time search
- Collecta.com
- Oneriot.com
- Kosmix.com Trends
- http://trendistic.com/ Sentiment
- twittersentiment.appspot.com/
- http://twitrratr.com/
Other Resources
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Twitter a part of CI efforts- Rapidly increasing in importance
Participation!! Don’t just think CI
- Build your network
Wrap up
* Compete.com (via Gigya’s “Social is the Next Search”)
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[email protected] http://linkedin.com/kensickles
bstg http://letstalkknowledge.com/
THANK YOU!!!!!
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Appendix
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Value of content selection by experts
% Respondants0%
10%20%30%40%50%60%70%80%90%
100%
21
55
24
Very HelpfulHelpfulNot Helpful
Dow Jones Research, 2007
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