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http://bit.ly/ALT-Slides Today, online social networks offer brands unprecedented opportunity to watch what competitors are doing as they market and service their products. Social media monitoring can gather valuable competitive insights that can be used to assess your competitor's brand sentiment, product strengths and weaknesses, customer segments, and effectiveness of their marketing campaigns. In this presentation, you will see how social media informs competitive intelligence in these areas and how you can capitalize on social insights. While the information presented will apply across many fields, you'll see how prominent technology and telecommunications companies have extracted competitive insight from social channels to benchmark launch strategies, refine product features, and tweak messaging.
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December 2010 SM ROI Webinar Series
Mission Possible: Leveraging Social for
Competitive Intelligence
Senior Director, Strategy & Insights
Wilson Raj
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
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 brand
that customers are having?
Do you know who your
customers are, their value to
you now and in the future
Your
Brand
CONTEXT & OPPORTUNITY
The Big Picture
If you know the enemy and
know yourself
you need not fear
the results of
a hundred battles.
Sun Tzu, “The Art of War”
Only the enlightened ruler and wise general
can use people of superior knowledge as spies
will they surely achieve great merit.
Sun Tzu, “The Art of War”
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 …
Sun Tzu, “The Art of War”
Are CI Professionals listening well enough?
Reference: Forrester Report, “Defining
Social Intelligence 2010”
Socia
l Com
petitiv
e In
tellig
ence
OVERVIEW
What is Competitive Intelligence?
Competitive Intelligence just got easier …
Images: Bladediary.com stencil,
webtreats.mysitemyway.com
THEN NOW
What is Competitive Social Intelligence?
• Practice of
analyzing social
media data to drive
actionable
competitive
marketing and
business strategy
• Informs a variety of
marketing and
business functions
Competitor Strategy
Marketing
Digital social presence
(aka “conversations”)
Social media data
Adapted from: Forrester Research
Informs Drives
Inspires Creates
Brand Audit Market research
Corporate Marketing Sales – Lead Gen Interactive media buying Customer Segmentation Influencer marketing
Competitive Insight Product Development/Innovation Public Relations
Crisis Management Reputation Monitoring Customer Service
Strategic
Pro
acti
ve
Opportunities for Competitive Intelligence
Tactical
Re
acti
ve
USE CASES & EXAMPLES
What can social competitive intelligence do for your business?
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.
Example: Fall 2010 TV Shows
Source: Competition as an Opportunity – The ROI of
Competitive Insight Across a Product Lifecycle by
Connie Bensen
Example: Fall 2010 TV Shows
Source: Competition as an Opportunity – The ROI of
Competitive Insight Across a Product Lifecycle by
Connie Bensen
Example: Launch Buzz of Product X vs. Product Y
Total volume:
165,599 Total volume: 302,433
Average per day:
6,277
POST-LAUNCH PRE-LAUNCH POST-LAUNCH PRE-LAUNCH Average per day: 5,474 Average per day:
3,230
Average per day:
4,151
Total mentions: Brand X: 2210 results vs. Brand Y: 737 results
Example: Competitive Brand Perceptions during Brand X’s
Launch
Brand X
Brand Y
Daily volume
PRE-LAUNCH POST-LAUNCH
Brand Y
Brand X
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
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
Brand X Brand Y Brand Z
Volume 31008 20306 196314
Share of
voice
Top
mentioned
topics
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
DEFENSIVE COMPETITIVE
INTELLIGENCE
The flip side of competitive intelligence
Competitive Intelligence & Social Media Security
Marketers IT &
Compliance
Exposed social media data
Risk of data loss
Compliance & Legal issues
User education & adoption
Competitive Intelligence
Social media security
Social media policies
Social Media training
Reference: http://barryhurd.com/2010/11/competitive-intelligence-and-social-media-security/
OPTIMIZE YOUR COMPETITIVE
EDGE
Key Takeaways
Key Learning # 1
Identify Aggregate
Tune Track
Determine your competitive
intelligence goal
Key Learning # 2
What competitors are offering/saying to
customers
Competitors’ strengths & weaknesses
Industry trends Influencer trends
Focus your gap analysis
Key Learning # 3
Web Analytics Search
Offline data Existing primary &
secondary research
Integrate social with other data
for deeper insights
Key Learning # 4
Combine processes, tools, and education to secure
business assets Don’t be afraid
Evolve with the business Be flexible
Realize social intelligence
gathering goes both ways
THANK YOU
