More Related Content Similar to Competitive Intelligence and Social Media (20) Competitive Intelligence and Social Media1. COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Competitive Intelligence and Social Media
Alexandra Nelles, Alcatel-Lucent
May 17, 2012
2. WHAT THIS PRESENTATION IS ABOUT
What is Competitive Intelligence?
Definition and how is it done in an international company
Social Media usage outside the company
How we use Social Media outside the company to
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Social Media usage inside the company
The tools available within the company to conduct
Competitive Intelligence
How we use Social Media outside the company to
perform Competitive Intelligence
6. WHAT IS COMPETITIVE INTELLIGENCE?
The official Definition
“CI is a necessary, ethical business discipline for decision
making based on understanding the competitive environment”
Strategic and Competitive Intelligence Professionals
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7. CI IN THE BUSINESS PLANNING PROCESS
General Environment Task Environment
Organizations'
Internal Environment
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9. MINIMIZE THREATS
• Not realizing you have a problem is often… the start of a problem
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11. WHAT IS COMPETITIVE INTELLIGENCE?
CI Professionals see things others do not see
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13. KEY TAKEAWAYS
• CI improves decision making,
minimizes threats and
maximizes opportunities
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maximizes opportunities
14. “A Platform to facilitate
Information Exchange
SOCIAL MEDIA
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Information Exchange
between users”
Kaplan, Andreas M.; Michael Haenlein (2010)
KEXINO.COM
15. SOCIAL MEDIA
Social Media Prisma 4.0 – Overview of the Social Web in
Germany
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16. SOCIAL MEDIA
Most used Social Media sites
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Source: Top 20 der globalen Social Media Sites – Netzwerke und Videos dominieren
http://www.ethority.de/weblog/2012/03/21/top20-social-media-global/
Others: Picture-Plattforms like flickr, Photobucket,
Pinterest, Review sites like tripadvisor, content platforms
like Scribd, Slideshare
17. SOCIAL MEDIA
CI relevant content is available
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36% of social networkers in
Europe posts company/ brand
related information on social
media
Source: InSites Consulting, Social Media around the world
18. SOCIAL MEDIA
CI relevant content is available
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19% talks about
their company on social
media
Source: InSites Consulting, Social Media around the world
20. • Use Professional
Networks to identify
• A summary of the
company
• Office locations and an
indication how many
people work at that
SOCIAL MEDIA OUTSIDE THE COMPANY
Professional Social Networks
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people work at that
location
• Company size
• Revenues
• Year founded
• Common job titles
• Recent job postings
21. • Use Professional Networks
to identify
• Recent hires
• Recent promotions within
the company
• Where companies
employees come from and
SOCIAL MEDIA OUTSIDE THE COMPANY
Professional Social Networks
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employees come from and
go to
• Top schools employees
graduated from
• Employee Qualifications
• Status updates of employees
22. SOCIAL MEDIA OUTSIDE THE COMPANY
Video Sharing
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Discover:
Company Overview
Trade Show Insights
Product descriptions
23. SOCIAL MEDIA OUTSIDE THE COMPANY
Video Sharing
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Gain
Factory
Insights
24. SOCIAL MEDIA OUTSIDE THE COMPANY
Slideshare
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Find Product Infos,
Conference
Presentations, White
Papers
25. Follow blogs to keep
SOCIAL MEDIA OUTSIDE THE COMPANY
Blogs
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Follow blogs to keep
up on date on what
they are interested in
& who they meet
26. Learn what customers like /
don’t like, how they want the
company to improve and
which activities the company
is pursuing
SOCIAL MEDIA OUTSIDE THE COMPANY
Product Development
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27. SOCIAL MEDIA OUTSIDE THE COMPANY
Product Development
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Find out about
innovation needs
of companies
28. Follow competitors
to keep up on date
on what they are
interested in &
who they meet
SOCIAL MEDIA OUTSIDE THE COMPANY
Twitter
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29. SOCIAL MEDIA OUTSIDE THE COMPANY
Trade Show Intelligence
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This infographic data was derived from social media mentions about CTIA 2012. These statistics reflect public social media
mentions from April 9 - May 9, 2012. http://z-comm.com/stateofthelisten/ctia2012/#.T659QVIqfbg
30. SOCIAL MEDIA OUTSIDE THE COMPANY
Google Maps
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Explore competitor
facilities
31. Discover which people
interact the most and what
they're talking about
Find relevant people to
follow
SOCIAL MEDIA OUTSIDE THE COMPANY
Mentionmap
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http://www.mentionmapp.com
32. Identify active competitors
and keep up to date on
areas they are active in
SOCIAL MEDIA OUTSIDE THE COMPANY
Quora
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http://www.quora.com
33. KEY TAKEAWAYS
• CI improves decision making,
minimizes threats and maximizes
opportunities
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• Public used Social Media is
mainly used for information
research to perform CI
36. Making it easier for people to work across organizational
boundaries to solve Alcatel-Lucent challenges and drive
transformation throughout the company
SOCIAL MEDIA INSIDE THE COMPANY
Social Networking Platform
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37. SOCIAL MEDIA INSIDE THE COMPANY
Social Networking Platform
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38. KEY TAKEAWAYS
• CI improves decision making,
minimizes threats and maximizes
opportunities
• Public used Social Media is mainly used
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• Public used Social Media is mainly used
for information research to perform CI
• Social Media platforms can be used
internally to support definition of KITs,
Information research and
dissemination