Dispelling Myths About Competitive Intelligence

8/5/2011

Sponsored by Aurora WDC

SLA11 CI Division Encore ‐ Sampling of Conference
Sessions and Key Take‐Aways
August 2, 2011

Moderated by Claudia Clayton
Managing Director, ViewPoint
2011 Competitive Intelligence Division Conference Chair

Dispelling the Myths About
Competitive Intelligence
Special Libraries Association
2011 Annual Conference

Nathan Rosen, Seena Sharp,
Jill Heinze, Victor Camlek
Fred Wergeles ‐ moderator

1

8/5/2011

Competitive Intelligence vs. Corporate
Espionage

CI is more like putting
p g
pieces of a puzzle
together….

….than Spy vs. Spy
Nathan Rosen 3

Market Intelligence:
• It’s not about being the first to have the news

• It is about being the “go‐to” team when news
breaks or your “feet‐on‐the‐street” hear items of
interest
• MI/CI can turn raw intelligence into actionable
intelligence that can help a company succeed.
f p
• MI should be at the hub of a network of experts
willing to contribute items of interest and expert
views.

Victor Camlek

2

8/5/2011

CompetitIVE ≠ CompetitOR

Regulations

Packaging
Other
Industries
Customers

Seena Sharp

Myth:
Intelligence is the CI professional’s
deliverable.

Reality:
The CI professional builds
The CI professional builds
relationships that make
intelligence actionable.

Jill Heinze

3

8/5/2011

15 Apps in 10
Minutes
(hopefully)
A brief view of the
presentation given by
Scott Brown, Owner
Social Information Group
&
Joe Murphy Yale Librarian
Murphy, Yale Librarian
Yale University

August 2, 2011
SLA CI Division
© Fotolia.com

Full “60 Apps” presentation
is at
is at

http://slidesha.re/60_apps
or
or
http://slidesha.re/kHBfK8

8

4

8/5/2011

Apps for iPhone, iPad, Android
(and occasionally Blackberry, Windows Phone)

Specific to librarians & info pros
Productivity
Business/news
Communication
Lifestyle
Location
Just for fun

9

Librarians & info pros

10

5

8/5/2011

Reuters News Pro
http://www.reuters.com/tools/mobile

11

Apps.usa.gov

12

6

8/5/2011

Google Search 13

Google Search 14

7

8/5/2011

Productivity

15

Dragon Dictation

16

8

8/5/2011

Dropbox
17

Business/news

18

9

8/5/2011

FlipBoard

19

FlipBoard

20

10

8/5/2011

Communication

21

AnyPost

22

11

8/5/2011

Lifestyle

23

urbanspoon

24

12

8/5/2011

SoundHound

25

Location

26

13

8/5/2011

FlySmart

27

28

14

8/5/2011

Layar

29

Layar

30

15

8/5/2011

Layar

31

Just for fun

32

16

8/5/2011

Confession
33

Hipstamatic

34

17

8/5/2011

Hipstamatic

35

36

18

8/5/2011

Games for Cats

37

http://www.youtube.com/watch?v=vaif2uq_0Vc 38

19

8/5/2011

How to keep up
Android apps
http://www.androidtapp.com
http://www androidtapp com
https://market.android.com
iPad apps
http://www.apple.com/iPad
http://www.bestipadappslist.com
iPhone apps
http://www.apple.com/iPhone
https://www.appsafari.com
39

Joe Murphy

Twitter: @libraryfuture
www.facebook.com/joemurphy3
http://joemurphylibraryfuture.com
40

20

8/5/2011

Scott Brown
Foursquare: Scott Brown, Portland OR
Email: scott@socialinformationgroup.com
E il tt@ i li f ti
Twitter: scbrown5 and socialinfo
Skype: scbrown5
LinkedIn:
http://www.linkedin.com/in/scottrbrown
http://www.socialinformationgroup.com

41

INTELLIGENCE CAFÉ Handout:
INTELLIGENCE CAFÉ Handout
Mining Unique Information Sources
& Deep/Invisible/Hidden/OPAQUE Web

August 2, 2011 recap of
Anna F. Shallenberger SLA Annual Conference Session 6.14.2011
President & “Chief Archer”
Shallenberger Intelligence Services

anna@targetedknowledge.com
203.258.2383 Thank you generous sponsor, for enabling
917.591.6732 fax us to offer this free of charge recap
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian

http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP‐AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use

21

8/5/2011

Pearl Grow …

ID Leakage Points [factoring in copyright & other IP concerns]

Non Central Hosts of Content
Non Central Hosts of Content
E. G.  Content not controlled by “HQ”

Surgical Manual Browsing

Dark Web Browsers [also use pathfinders]

Anna F. Shallenberger
President & “Chief Archer” Leverage Your {on & offline} Networks   ….
Leverage Your {on & offline} Networks

203.258.2383
917.591.6732 fax

Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 43

Conduct
Search

Evaluate  What
Evaluate What
You Find…

Mine the most  on
point for more
ideas …

Anna F. Shallenberger Refine your search strategy,
President & “Chief Archer” Continue your investigation,
Continue your investigation
Shallenberger Intelligence Services Repeat process  as needed…
203.258.2383
917.591.6732 fax


22

8/5/2011

Look For…
Concepts/Terms/Catch Phrases etc – the more unique, the better…
Names – Experts/Reports/Publications
URL Roots
URL R t , e.g. are the most relevant loaded on the same part of site

Revisit strategy adding incremental terms and/or
re‐weighting / editing Boolean linkages

Don’t forget the reverse
What are key terms repeating in the “false drops”
y p g f p

203.258.2383
917.591.6732 fax



203.258.2383
917.591.6732 fax

Example of expansion search strategy,
Results may/may not have been “hidden”

23

8/5/2011

Example of expansion
search strategy,
Results may/may not
have been “hidden”


203.258.2383
917.591.6732 fax



anna@targetedknowledge.com www.pearltrees.com
203.258.2383
917.591.6732 fax


24

8/5/2011

[factoring in copyright & other IP concerns]

Analogy:  Similar to emotional conversations,
where “speaker” may or may not
Intend for public [or so much of them] t “h ” [have access to] it
I t df bli to “hear” it
Fully  comprehend others’ valuation of the information
Understand originators perspective – “But I only told  that to…
And they promised not to tell anyone…”

Information Leakage Points , lag time similar to embargos…
President & “Chief Archer” Reuse by others clients, ex employees
Reuse by others – clients, ex employees

Conference Presentations
203.258.2383
917.591.6732 fax Case Studies or other Sales  & Marketing Collateral
Continuing Education [especially MBA classes]
http://closetlibrarian.blogspot.com Social  Media

[factoring in copyright & other IP concerns]


203.258.2383 Example of market research vendor with many English language sites.
917.591.6732 fax
Found reports covering US on non‐US sites , not available on US sites.
Spottier now, company may have better process oversight

25

8/5/2011

Illustrates content recycling…
Authoritative sources…
Pearl grow them….
Example dated though…


203.258.2383
917.591.6732 fax


Don’t be surprised if you receive conflicting advice from experts …

Consult with your legal dept – rulings/interpretations evolve .  May vary geographically….

SLA 2011 www.slideshare.net/cavlec/i‐own‐copyright‐so‐i‐pwn‐you

Nice overview from UMN  https://www.lib.umn.edu/pdf/CanIUseThat‐Handout‐03_2011.pdf

Public Domain Sherpa www.publicdomainsherpa.com/10‐misconceptions‐about‐the‐public‐domain.html

Fair Use Podcast www.sla.org/podcasts/Replays/2010/2010Feb_AsktheCopyrightExperts.wmv

Ask CR Experts www.sla.org/content/learn/members/webinars/webreplays/podcast2011/2011replay03.cfm

Copyright Clarity www.slideshare.net/reneehobbs/copyright‐clarity‐using‐copyrighted‐materials‐for‐digital‐learning

Brooklyn PL’s great link list  www.brooklynpubliclibrary.org/pdf/copyright_faq.pdf
ALA/ARL www.arl.org/bm~doc/mm10fall‐butler‐jaszi.pdf
Center For Study of Public Domain www.law.duke.edu/cspd/index
203.258.2383
917.591.6732 fax


26

8/5/2011

Non Central Content Hosts, e. g. content not “HQ” controlled

Branch offices of consultants, research firms, usually non‐US

Biz units migrating tech platforms [generally post‐merger]

Satellite campuses, larger academic institutions

Event‐driven sites – conferences, product introductions, etc…
President & “Chief Archer” Non‐merger partnerships / joint initiatives
N t hi / j i t i iti ti

203.258.2383 “Relationships” NEC–specialized social networks , non‐profits..
917.591.6732 fax
[sometimes exec bios NOT pasted verbatim from corp site]


Dark Web / Specialized Browsers, etc


203.258.2383
917.591.6732 fax


27

8/5/2011

Surgical Browsing
Identify Potential High‐Value Sites
Navigate Manually
Create Your Own Site Index Using a Browser

It can include
Downloading {smaller} sites into Adobe to browse offline
Looking for cross‐linking to site, especially several layers in
Locating historical content in caches  or archiving sites
Be Careful
203.258.2383 While  limiting searches by doc type [pdf etc] is effective
917.591.6732 fax
www.targetedknowledge.com Searchable layers can mask  them behind other file types


Leveraging Who You Know, Digitally & Offline

What do people in that field read, on & offline ?
What would they consider a waste of time?

A large part of the challenge is indexing…
And you need  to ID what they “miss”

Sometimes there’s no GPS, must already know
where you’re going, or at least a mid‐point…

203.258.2383
917.591.6732 fax


28

8/5/2011

Needles in Haystacks aren’t invisible,
but they can be more work to locate
Some even hide in plain sight

Have a plan, but flex it as needed
Take good notes, bookmark good leads, save best hits
Might not find them again or they change

ALWAYS Consider the Source

Manage time spent, don’t get lost
Anna F. Shallenberger Be Flexible, but still…
Plan Ahead
203.258.2383
917.591.6732 fax


Planning Ahead

*AFS example based on model designed by KnowledgeInforrm

Based On Questions You
Are Seeking To Answer
ID Potential Sources, &
“Pearl Grow” From There


203.258.2383
917.591.6732 fax


29

8/5/2011

ID/Target Sources
{categorization subjective – many fit multiple}

Influencers
Consultants / Think Tanks
Pollsters / Market Researchers
Pollsters / Market Researchers
Academia
Governmental
NGOs & Advocacy Groups
Trade/Professional Associations
Other Niche Organizations
Businesses & Publishers, NEC
Aggregators/Re‐packagers/Peer‐Sharing , NEC
PEOPLE NEC

203.258.2383
917.591.6732 fax


Deep Web: Surfacing Hidden Value
www.brightplanet.com/images/uploads/DeepWebWhitePaper_20091015.pdf

Marcus Zillman: Deep Web Research
www.llrx.com/features/deepweb2011.htm or www.deepwebresearch.info

Chris Sherman @ Information Online
h h f l
www.docstoc.com/Docs/Document‐Detail‐14.aspx?doc_id=84592274

August Jackson [for SCIP] Getting Most ….
http://homepage.mac.com/cornfed/internetdeepweb.pdf

Using Web Investigative Reporting Tool www.slideshare.net/tccj/web‐as‐investigative‐tool or
http://campuscoverage.org/sites/default/files/Docs/Presentations/CCPInternet.ppt
Model & Analyze Deep Web
www.scribd.com/doc/59496007/Modeling‐and‐Analyze‐the‐Deep‐Web‐Surfacing‐Hidden‐Value
President & “Chief Archer” Accurate & Efficient Crawling Deep Web
Accurate & Efficient Crawling Deep Web
Shallenberger Intelligence Services www.scribd.com/doc/57147960/Accurate‐And‐Efficient‐Crawling‐The‐Deep‐Web‐Surfacing‐Hidden‐Value

203.258.2383 Web & Twitter Archiving @ Library of Congress
917.591.6732 fax www.slideshare.net/nullhandle/web‐and‐twitter‐archiving‐at‐the‐library‐of‐congress
http://twitter.com/ClosetLibrarian CRS report to Congress www.docstoc.com/docs/84024621/CRS‐Report‐for‐Congress

http://closetlibrarian.blogspot.com How Much Information [UC Berkeley]
www.linkedin.com/in/annafayshallenberger http://www2.sims.berkeley.edu/research/projects/how‐much‐info‐2003/printable_report.pdf

30

8/5/2011

Definitions vary as to what it is / is not

Many names – deep, invisible, hidden, opaque etc
y p p q
Surface web is “visible” portion

Baseline Research, particularly re size, dated
Term coined by Michael Bergman…


203.258.2383
917.591.6732 fax


Pages lower ranked due to Search Engine Optimization [SEO]

Sites coded to exclude bots

Dynamic content generated by page search – stats, etc
D i db h

Search engine chooses not cover whole site due volume of context

Format – video/image w/o text/tags, or they’re incomplete

Site/pages not connected with pages browser(s)
President & “Chief Archer” Password protected pages
Password protected pages

203.258.2383
917.591.6732 fax


31

8/5/2011

Figure 1. Search Engines: Dragging a Net Across the Web's Surface


203.258.2383
917.591.6732 fax



203.258.2383
917.591.6732 fax
http://www.slideshare.net/ClosetLibrarian Q4 NPD Search &Portal Site Study, reported by Search Engine Watch

32

8/5/2011


203.258.2383
917.591.6732 fax


Information Not elsewhere classified

Customers


203.258.2383
917.591.6732 fax


33

8/5/2011

Thank you generous sponsor, for enabling
us to offer this free of charge recap

Thanks & Best Regards,

203.258.2383 cell
917.591.6732 fax
917 591 6732 fax

An experienced researcher,  educator, author, blogger, strategist & consultant,
Anna Shallenberger, aka the  ClosetLibrarian, was recently recognized in Best of
the Business Web & featured on SlideShare’s home page.
President & Chief Archer
President & “Chief Archer” At SLA 2011 , Anna was a panelist f “I t
At SLA 2011 A li t for “Integrating with Sales & Marketing to
ti ith S l & M k ti t
Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding
203.258.2383 Unique Information Sources & the Deep Web. Anna was also a spotlight panelist
917.591.6732 fax @ SLA 2010 & served as conference planner for the CI Division.
No member of a crew is praised for the rugged individuality of his rowing.
~Ralph Waldo Emerson


Client
Special
Projects

Actionable Deliverables:
Analysis
5/9 Forces
SWOT/PEST
Landscapes‐ Cos, Mkts, Prods
Win/Loss, Cust Sat [B2B, B2C, B2B2C]
multiple other approaches
Human Source Interviews
Due Diligence / Fact‐Checking
Benchmarking / Best Practices
Counter Intelligence

Process/Basics:
Early Warning Systems, Communities of Practice [internal & external],  Content Collection –
Anna F. Shallenberger Aggregation – Synthesis,  Document Retrieval,  Human Source Identification / Qualification /
President & “Chief Archer” Prioritization / Bios, Published Source ID & Contract Negotiation, Taxonomy Development,
Prioritization / Bios Published Source ID & Contract Negotiation Taxonomy Development
Shallenberger Intelligence Services Digitization, Patent Searching, Ethics/Standards Advice, Templates/Forms

203.258.2383
Foundation:
917.591.6732 fax Secondary Research, Primary Research, Knowledge Management, HUMINT, 6Sigma/Organizational
www.targetedknowledge.com Effectiveness,  Project Management,  Moderation, Coaching / Advisory Services, Training / Instruction

www.ci2020.com/profile/AnnaFShallenberger Intel Types include:  competitive, market, sales, defensive, trade show, etc

34

8/5/2011

Highlights & Key Takeaways
Best Practices for CI Collaboration & Creating Value
August 2, 2011

Toni Wilson
Principal Consultant & Educator
MarketSmart Research Services
and Chair, SLA Competitive Intelligence Division

AGENDA

Best practices for collaboration
When
Who
Wh
Why
How

Q&A

35

8/5/2011

WHEN = During each step of the CI process

KITs Development

WHO = Collaboration with our peers

Information
professionals

Market Competitive
Research Intelligence

Market research = focus on customers (not exclusively)
Competitive intelligence = focus on competitors (not exclusively)
Info pros = focus on both+++ (technology, economics,
government regulations, etc.)

36

8/5/2011

WHO = Collaboration with our end users/clients
Strategic
S
Planning/
M&A

Purchasing/
S Marketing &
S
Procurement Sales

Product
S
Development

Porter’s 5 Forces Model: If these are the important industry
forces, which groups and individuals might have the most
knowledge about/experience with each of them?

WHY = Collaboration stimulates information
sharing from different functional areas

Customer Sales Marketing
Product Service Strategic
Managers Planning
Executives
R & D
Legal &
Admins Security
Investor Human
Relations Resources
Corporate
Finance Purchasing
Comm

Level of support – in terms of knowledge and enthusiasm –
provided by these seemingly unrelated groups of collaborators
= surprisingly productive, efficient and effective
Source: Ellen Naylor, Business Intelligence Source, May 2008

37

8/5/2011

WHY = Collaboration “sweet pot”

CI & IPs

Strategic Marketing &
Planning Sales

Product
Development

Where it all comes together to produce successful CI deliverables
and insights
Planning – what are our KITs, intelligence goals?
Collection – enhancement and expansion of our efforts
Analysis – why is the information important? what does it mean?
Dissemination

WHY = Broader and deeper dissemination of
information and intelligence products

Gain awareness and visibility
Gain awareness and visibility
Reach new users
Create and grow demand for information services
Provide examples of value of services provided
Collect information through new sources
Become more entrenched in the CI process

38

8/5/2011

HOW = Collaborating with end users and peers

Cross‐functional teams – formal and informal
Someone from Product Management + someone from CI +
Someone from Product Management + someone from CI +
someone from the Library + someone from Sales, etc., etc. =
a very knowledgeable team capable of executing on a broad
collection plan and in‐depth analysis of competitive activities
Who leads it? May not matter – you’re collaborating!

HOW = Cross‐functional teams (formal)

Intelligence deliverable, Example 1: Monthly Rival Report
Individual members of cross‐functional team collected
information as “assigned,” then met to prioritize, analyze
and disseminate it

39

8/5/2011

HOW = Cross‐functional teams (informal)

Intelligence deliverable, Example 2: Quarterly Q in Review.
Collection of information regarding quarterly financial
reporting (public companies)
Research team consulted with in‐house financial experts to
analyze/understand its meaning and impact


Say thank you make it fun, Example: Scoop of the Month Award
Say thank you – make it fun Example: Scoop of the Month Award
Monthly ice cream party with recognition for individual with
best competitive “scoop”
Ice cream gift cards (Ben & Jerry’s!) for individual with best
competitive “scoop” and for participant prizes

40

8/5/2011


Say thank you – make them look good, Example: Thank You note
Send special thank you (more than e‐mail note)
Copy his or her supervisor, making them aware of collaboration
Tell how the information was used

SUMMARY
Collaborate beyond intelligence collection
You can collaborate with numerous knowledgeable
individuals in some context
2‐way communication – talk and listen, but listen more
Take the lead – get/keep the ball rolling
Follow the lead – b
F ll h l d be a valuable contributor
l bl ib
Quid pro quo – make your collaborators look good and
they’ll help you look good
Make collaboration fun

41

8/5/2011

Toni Wilson
Email: twilson@marketsmartresearch.com
Phone:      937.396.0213
Twitter:    @toniwilson10
LinkedIn:   www.linkedin.com/pub/toni‐wilson/0/9a1/242

Sponsored by Aurora WDC

SLA Competitive Intelligence Division
Established in 2004
http://www.sla.org/division/dci/cihome.htm
List subscription Address: Lists@lists.sla.org
List address: sla dci@lists.sla.org
List address: sla‐dci@lists sla org
Blog address: http://sla‐divisions.typepad.com/dci/
Twitter handle: #sla2011

42

Dispelling Myths About Competitive Intelligence

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