1. How to Enhance Competitive
Insights Using Internal Social
Media
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 13 November 2013
~ featuring ~
Alexandra Nelles
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Arik Johnson
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2. Alexandra Nelles
Alexandra Nelles is market intelligence Specialist at Güntner GmbH & Co. KG
with over 13 years of experience in Competitive Intelligence, Strategy
Analysis and Information Management. Up until recently she was
Competitive Intelligence manager at Alcatel-Lucent where she started her
career by setting up the Information Research Centre for Germany. With the
merger of Alcatel and Lucent she joined the Corporate Strategy Department
before moving on to the Marketing Group where she set up the CI-Function.
During the last years she was involved in setting up the company wide
knowledge management system and the usage of Social Media to improve
Competitive Intelligence. Nelles studied library science at the University of
Applied Sciences and Arts, Hannover and holds an MBA from the GeorgSimon-Ohm Management Institute, Nürnberg.
Email: Alexandra.nelles@t-online.de
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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3. Questions, Commentary & Content
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The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Use the Questions pane on your GoToWebinar
control panel and all questions will be answered in
the second half of the hour.
You are welcome to tweet any comments on
Twitter where we are monitoring the hashtag
#IntelCollab or eavesdrop via
http://tweetchat.com/room/IntelCollab
Slides will be available after the webinar for
embedding and sharing via
http://slideshare.net/IntelCollab
To view the recording and download the PPT file,
please register for a trial membership at
http://IntelCollab.com.
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4. Agenda
► Why a CI-Community?
► Five Steps for building a community
► Key Takeaways
► Q&A and Discussion
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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5. FIVE STEPS FOR BUILDING A COMMUNITY
Identify the purpose and define the community
Find a sponsor and attract advocates
Launch the community and develop the practice
Facilitate, manage and moderate
Monitor, celebrate and persist
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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6. 1 - IDENTIFY THE PURPOSE AND DEFINE
THE COMMUNITY
Based on
Topics not
assignments
What is the
goal of the
community?
Are there
overlaps with
existing
communities?
Is there an
existing team
that could be the
core of the new
community?
Independent
of
organization
structure
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Is there an
existing
distribution list
of people
interested in the
topic?
Pick a broad
scope to start
with
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7. 1 - WHY A CI-COMMUNITY?
LEVERAGE THE KNOWLEDGE HIDDEN IN
THE COMPANY
MARKETING TOOL
Reach a wider audience, break down silos, avoid duplication
Engage
CI Community
COLLABORATION
Get Feedback from CI-Users, learn who they are & what
they need
SHARING AND BEST PRACTICE
Crowd sourcing, get insights from people in the field
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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8. 2 -KEY COMMUNITY ROLES
EXECUTIVE
SPONSOR
ADVOCATE(S)
MODERATOR
OR
FACILITATOR*
KEY
CONTRIBUTOR
S
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Endorses, enables and empowers the community, internally and externally. Is
able to envision the value of the community over time to both the members as
well as the organization.
Define the community vision, focus, strategy, and direction. Energizes the
collaboration process and provides continuous nourishment for the community.
Communicate a sense of passion and guide the community towards its goals.
Works directly with the champion and platform owner. Responds to the needs of
the community and promotes tools, recurring events, regular communications,
and Contributions.
Selected subject matter experts that start disucssions, help answer questions
and assist the moderator to keep the community active. Are expected to be
present on community calls and at meetings and regularly contribute in threaded
discussions
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9. 2 - FIND A SPONSOR AND ATTRACT
ADVOCATES
What makes a good
Advocate?
• Knows the subject
• Is a good communicator
• Understands cultures and
behaviors
• Has energy and authority
• Understand social networks
and endorses enterprise 2.0
principles
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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10. 3 - LAUNCH THE COMMUNITY AND
DEVELOP THE PRACTICE
• Keep it simple
• Adopt a light governance
model
• Engage promotional
messages towards community
members
• Recruit/invite the initial
members
• Communicate about the
community
• Provide initial instructions and
contacts for getting help
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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11. JAKOB NIELSEN’S 90-9-1 RULE
What motivates people to participate?
1%
• Expressing themselves
heavy
participation
• Supporting others
• Listening & learning
9%
light
participation
• Sharing knowledge
• (Perceived) convenience
• Recognition
• Power
• The culture of the organization
90%
lurkers
Top-5 obstacles for not participating
• Motivating people to engage
• Getting people to come back
• Finding time to engage
• (Perceived) missing features
• (Middle) management buy-in
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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12. 3 – RECRUITING COMMUNITY MEMBERS
Recruit / invite the initial members
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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13. 4 – FACILITATE, MANAGE AND MODERATE
Recognize
others
Real
Information
Take a
stand
Continuous
Training
Listen
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
Self Author
Increase
content
relevance
and
searchability
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14. 5 – MONITOR, CELEBRATE AND PERSIST
• Monitor and measure the
success of the
community
• Recognize and celebrate
• Don’t give up!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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15. 5 – INTERNAL SURVEY AFTER 1 YEAR
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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16. HOW TO INCREASE THE “ACTIVE “
PARTICIPATION RATE?
As a community’s
knowledge base grows,
more members will join
to seek out that
knowledge…
The more members a
community has, the
richer the community’s
knowledge base
becomes…
The easier it is for
members to connect,
collaborate, and contribute,
the more members you will
get and the richer the
knowledge base
becomes…
As you connect content
to members and their
profiles, the more
members will connect
with each other and form
their own networks…
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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17. KEY TAKEAWAYS
• Get and stay in front of the
discussion
• Transparency works
• Agile evolution
• Don’t expect people just to
“get it” because of
Facebook
• Focus on behaviors not
tools
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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18. Thank you! Now how about a
little Q&A?
Alexandra Nelles
Email: alexandra.nelles@t-online.de
Twitter: @alexblue
Phone: 0176 / 228 44305
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve realworld business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
The Intelligence Collaborative
http://IntelCollab.com #IntelCollab
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