Social for competitive intelligence e bay sudha jamthe

Social Intelligence for Competitive Advantage

Sudha Jamthe, Social Media Strategist

@sujamthe

Oct 30, 2012

Prepared for Sentiment Analysis Symposium #SAS12

San Francisco

@sujamthe

My Inspiration for Corporate Social Intelligence

The Ability to capture, interpret and act in real time based on signals from social in the context of enterprise data will become a tremendous competitive advantage over time.

- Susan Etlinger (@setlinger) of Altimeter Group.

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THREE LESSONS FROM

SOCIAL LISTENING

@eBay

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1. Look at Sentiment as a whole market and find our differential

Coke Vs. Pepsi Sentiments

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1. Look at Sentiment as a whole market and find our differential

@sujamthe6

2. Our customer is unique; Diff from competition’s.

Deep Audience Audience Analysis tells you more about your customers

48%

38%

14%

Buyers (3 competing marketplaces)

Top Locations Sellers1. New York2. Chicago3. France4. Dallas5. Michigan6. Nashville7. Berlin8. London9. Los Angeles10. San Diego

Buyers1. London2. Chicago3. California4. New Jersey5. New York6. Toronto7. Maryland8. Los Angeles9. Melbourne10. Houston

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@mommytx

@jjohnson

@docjrt

@joe132

@gadgetlover

@jjohnson

Kred: 671 Influence

Followers: 18,238

Location: Germany

Total Shares: 54

Gender: Male

Top Communities: Advertising

Competitive Sharer Break Down

2. Our customer is unique; Diff from competition’s.

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3. Use Competitive Study to benchmark your internal Data

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Key Learnings – Look at competition to make ourself the best

1. Look at sentiment as compared to whole market

2. Your customer is unqiue– Compare with competition to know YOUR customer.

3. Set a benchmark to make sense of internal data.

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Thank You!

Sudha Jamthe

@sujamthe

Slide Deck on Slideshare:

http://www.slideshare.net/sujamthe