How to Monitor Social Media for Indicators of Industry and Market Change

How to Monitor Social Media
for Indicators of Industry
and Market Change

A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 17 April 2013

~ featuring ~

August Jackson Michel Bernaiche

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The Intelligence Collaborative
http://IntelCollab.com #IntelCollab

August Jackson is a competitive intelligence and
strategy professional who focuses on the role of
information and data as the basis for competitive
advantage. August is the Vice Chair of the Strategic
and Competitive Intelligence Professionals (SCIP). He
is an Associate Director of Strategic Market
August Jackson
Intelligence at Ernst & Young LLP.

Web: http://augustjackson.net
Email: august@augustjackson.net
Twitter: @8of12

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Agenda

► Social media as a piece of the CI puzzle

► Set up your Twitter profile and listening post

► Find and engage with experts

► Summary, Q&A and Discussion

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What is your existing point of view on your
industry?

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What is your existing point of view on your
industry?
Society Technology Economy Environment Politics

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Social media is an important new piece of the
competitive intelligence puzzle
►Supplements existing
secondary sources
Published Specialized ► Look for patterns and information
news sources flows that are nearer to real time
than traditional secondary sources
► Diversify perspectives on your
industry
► Be skeptical of everything – it’s your
Social job and good advice all the time
anyway
media ►A new kind of primary
intelligence
► People who would never give
interviews or get published share
New hire insight via social media
Win/Loss
debriefs ► Get to know them and engage with
them directly

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We’re going to focus on Twitter, but there are other
social media platforms to consider for industry trends

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Create a professional Twitter profile

Include a picture. Portraits are best, but icons or
avatars are OK. Don’t let it be the generic Twitter egg.

Remember your ethics. Use your real name and
corporate affiliation.

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Pick a Twitter client: TweetDeck
►Free
►Owned by Twitter
►Columns for lists
and saved searches
►Runs on Windows
and Mac

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Pick a Twitter client: HootSuite
►Free and premium
►Cloud-based,
Android and iOS
apps
►Advanced social
media management
functions

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Create lists to associate like content and tame
your information flow
► Twitter lists allow you to group Twitter
followers into categories of your
design and choosing

► Use them to tame the information
flow

► We’re going to use lists to find
experts

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Create lists of keywords to create saved Twitter
searches

► Company names
► Products and brand
names
► Specialized
technical terms
► Hashtags for
conferences and
events
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Use Twitter Lists to find industry experts active
on Twitter

1. Start by finding an expert you already
know who is on Twitter.

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on Twitter
2. Look for the
lists of which
your expert is
a member

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on Twitter
2. Look for
other
members of
these lists
3. Choose
which
Twitter
accounts to
add to your
own experts
list

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Seek
opportunities
to engage via
e-mail, phone
If they follow or in person.
you on
Twitter, you
can direct
Comment on message
their posts them
with @ privately.
messages
Retweet their
posts that
you like to
your
followers.
Find experts
and build lists
on Twitter

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Build twitter into your daily workstream

► Decide when you’re going to check
► Use “speed dial” list to watch your most
important or interesting people
► Be picky about who you follow and what you
search
► Prioritize messages and DMs
► Decide how many times you’re going to tweet
each day/week and about what
► Use your smartphone and tablet and make
use of downtime

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Build twitter into your daily work stream and
use lists to master you’re the tweet stream
►Decide when you’re going to
check
►Use “speed dial” list to watch
your most important or
interesting people
►Be picky about who you follow
and what you search
►Prioritize messages and DMs
►Decide how many times you’re
going to tweet each day/week
and about what
►Use your smartphone and
tablet and make use of
downtime

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Thank you! Now how about a little Q&A?
Web: http://augustjackson.net
Email: august@augustjackson.net
Twitter: @8of12

August Jackson

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How to Monitor Social Media for Indicators of Industry and Market Change

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