Competitive Intelligence Webinar and Demo taking a close look at non-traditional sources of competitive intellegence, resources, and Compete PRO to help you connect the dots between the 10,000ft view of Traditional Sources with the more granular social media sites and blogging platforms. In the webinar we took a closer look at competitors of the custom shoe market, as if we were New Balance with their new US574 offering.
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
SoDA Competitive Intelligence Webinar
1. Advanced Competitive
Intelligence Techniques
Hosted by Compete in partnership with SoDA
Presenter: Lindsey Mark
Compete Client Relations
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2. Competitive
Intelligence
Gathering
Using Traditional
Information Sources
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3. Classic Sources of Business Intelligence
Annual Reports
Sales Volumes
Subscribers
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4. So I Have Some Information, Now What?!
Correlate
Hypothesize
Infer
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5. Traditional sources often give a 10,000ft view
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6. Non-Traditional
Competitive
Intelligence
Sources
Looking to the web for Insights
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7. Where Else Can I Look?
Five alternative sources.
Slideshare.net LinkedIn.com YouTube.com
Flickr.com
Tumblr.com
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8. Slideshare Insights
Advanced Search is your friend
Market Industry Stats &
Research Experts Trends
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http://www.slideshare.net/smh00a/puma
-complete-running-kit
9. LinkedIn Insights
Research Employee Group and
Top Talent Accomplishments Stream Activity
New Arrivals & Leaked Info &
Industry Insights
Departures Personal Sites
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10. User Generated
Content
Think of advertizing as a dialog.
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11. YouTube Insights
Use the Advanced Filters to segment via
content & channels.
Top Engaging Video “View” Channel
Content Performance Subscribers
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12. YouTube Stats
“Unboxing: MiAdidas Adipower blackout”
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13. Flickr Insights
Search Groups Search People Search Tags
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14. Tumblr Insights
Research Top Note Engaging
Search Tags
Contributors Content
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15. Social Insights
Benefits Drawbacks
1. Relatively easy to find 1. Time consuming
2. Alternate / non-industry 2. Sources can be
perspective (competitive inconsistent, inaccurate,
view & customer views) and outright false
3. Real-time & always 3. Real-time & always
updating (fresh content on- updating (difficult to
demand) manage)
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16. Where do I start?!
High-level Classic Sources Granular Social Sources
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18. Using Competitive
Intelligence Tools
Leveraging Behavioral Insights
Live Demonstration
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19. Questions & Feedback
• I can be reached at lmark@compete.com
• You can connect with me via LinkedIn: www.linkedin.com/in/lmark
• You can follow me on Twitter: @linji
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20. Flex your Google Search Skills
Adding context to your research and assumptions
• Timeline
• Past hour, 24hours, Week, Month, Year, Custom Range
• Local
• Choose Location
• Related Searches
• Page Specific Search
• Site:“exdomain.com” + Keyword
• Allows you to search a specific website for keyword information.
• Related:“exdomain.com”
• Great for finding competitors for smaller websites & allows to use keywords to see the relationship to
similar domains. (E.G. related:nike.com sailing – results highlighted for Puma.com_
• Link:“exdomain.com”
• Great for understanding who is linking back to your client or their competitors.
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21. Social Search Skills
Advanced Search Techniques Differ from Platform to Platform
• Twitter Search
• http://twitter.com/#!/search-advanced
• # Hashtags
• @ Brand Advocates & those engaged in dialog with the brand
• :) Happy/Excited Sentiment
• :( Frustrated/Angry Sentiment
• LinkedIn Search
• Industries, Groups, + In Premium Search, References
• Google Social Search
• Keep in mind this will give you results based off of YOUR profile and
contacts.
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