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Advanced Competitive
    Intelligence Techniques
     Hosted by Compete in partnership with SoDA


    Presenter: Lindsey Mark

    Compete Client Relations




w w w . c o m p e t e . c o m
Competitive
     Intelligence
     Gathering
                                        Using Traditional
                                    Information Sources




2   w w w . c o m p e t e . c o m
Classic Sources of Business Intelligence




                                                                 Annual Reports



                                                                 Sales Volumes



                                                                  Subscribers



3   w w w . c o m p e t e . c o m   Photo credit - andymangold
So I Have Some Information, Now What?!

            Correlate



          Hypothesize



               Infer




4   w w w . c o m p e t e . c o m   Photo credit - InterContinental Hong Kong
Traditional sources often give a 10,000ft view




5   w w w . c o m p e t e . c o m   Photo credit - urinpublic
Non-Traditional
     Competitive
     Intelligence
     Sources
                                    Looking to the web for Insights




6   w w w . c o m p e t e . c o m
Where Else Can I Look?
     Five alternative sources.


               Slideshare.net       LinkedIn.com              YouTube.com



                                                               Flickr.com



                                                              Tumblr.com




7   w w w . c o m p e t e . c o m   Photo credit - eschipul
Slideshare Insights
                                                     Advanced Search is your friend




                 Market                 Industry                      Stats &
                Research                Experts                       Trends


8   w w w . c o m p e t e . c o m
                                    http://www.slideshare.net/smh00a/puma
                                              -complete-running-kit
LinkedIn Insights




                   Research            Employee            Group and
                   Top Talent       Accomplishments      Stream Activity

             New Arrivals &         Leaked Info &
                                                      Industry Insights
              Departures            Personal Sites



9   w w w . c o m p e t e . c o m
User Generated
      Content
                                     Think of advertizing as a dialog.




10   w w w . c o m p e t e . c o m
YouTube Insights
                                                    Use the Advanced Filters to segment via
                                                    content & channels.




              Top Engaging           Video “View”           Channel
                Content              Performance           Subscribers



11   w w w . c o m p e t e . c o m
YouTube Stats
       “Unboxing: MiAdidas Adipower blackout”




12   w w w . c o m p e t e . c o m   http://j.mp/rIuL0s
Flickr Insights




              Search Groups          Search People   Search Tags




13   w w w . c o m p e t e . c o m
Tumblr Insights




                                     Research Top   Note Engaging
               Search Tags
                                     Contributors      Content



14   w w w . c o m p e t e . c o m
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)




15   w w w . c o m p e t e . c o m
Where do I start?!


      High-level Classic Sources                    Granular Social Sources




16   w w w . c o m p e t e . c o m   Photo credit – uggboy / viamoi
17   w w w . c o m p e t e . c o m   Credit: http://moat.com
Using Competitive
      Intelligence Tools
                                     Leveraging Behavioral Insights
                                               Live Demonstration




18   w w w . c o m p e t e . c o m
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




19   w w w . c o m p e t e . c o m
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.




20   w w w . c o m p e t e . c o m                         Resource Slide
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.




21   w w w . c o m p e t e . c o m                     Resource Slide

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SoDA Competitive Intelligence Webinar

  • 1. Advanced Competitive Intelligence Techniques Hosted by Compete in partnership with SoDA Presenter: Lindsey Mark Compete Client Relations w w w . c o m p e t e . c o m
  • 2. Competitive Intelligence Gathering Using Traditional Information Sources 2 w w w . c o m p e t e . c o m
  • 3. Classic Sources of Business Intelligence Annual Reports Sales Volumes Subscribers 3 w w w . c o m p e t e . c o m Photo credit - andymangold
  • 4. So I Have Some Information, Now What?! Correlate Hypothesize Infer 4 w w w . c o m p e t e . c o m Photo credit - InterContinental Hong Kong
  • 5. Traditional sources often give a 10,000ft view 5 w w w . c o m p e t e . c o m Photo credit - urinpublic
  • 6. Non-Traditional Competitive Intelligence Sources Looking to the web for Insights 6 w w w . c o m p e t e . c o m
  • 7. Where Else Can I Look? Five alternative sources. Slideshare.net LinkedIn.com YouTube.com Flickr.com Tumblr.com 7 w w w . c o m p e t e . c o m Photo credit - eschipul
  • 8. Slideshare Insights Advanced Search is your friend Market Industry Stats & Research Experts Trends 8 w w w . c o m p e t e . c o m 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 9 w w w . c o m p e t e . c o m
  • 10. User Generated Content Think of advertizing as a dialog. 10 w w w . c o m p e t e . c o m
  • 11. YouTube Insights Use the Advanced Filters to segment via content & channels. Top Engaging Video “View” Channel Content Performance Subscribers 11 w w w . c o m p e t e . c o m
  • 12. YouTube Stats “Unboxing: MiAdidas Adipower blackout” 12 w w w . c o m p e t e . c o m http://j.mp/rIuL0s
  • 13. Flickr Insights Search Groups Search People Search Tags 13 w w w . c o m p e t e . c o m
  • 14. Tumblr Insights Research Top Note Engaging Search Tags Contributors Content 14 w w w . c o m p e t e . c o m
  • 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) 15 w w w . c o m p e t e . c o m
  • 16. Where do I start?! High-level Classic Sources Granular Social Sources 16 w w w . c o m p e t e . c o m Photo credit – uggboy / viamoi
  • 17. 17 w w w . c o m p e t e . c o m Credit: http://moat.com
  • 18. Using Competitive Intelligence Tools Leveraging Behavioral Insights Live Demonstration 18 w w w . c o m p e t e . c o m
  • 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 19 w w w . c o m p e t e . c o m
  • 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. 20 w w w . c o m p e t e . c o m Resource Slide
  • 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. 21 w w w . c o m p e t e . c o m Resource Slide