* Online course: https://www.voiceofthebusinessacademy.com/course/using-social-media-competitive-intelligence As a strategist and a customer executive, you know how important it is to keep track of your competitors, especially where one bad encounter can wreak havoc on your reputation. But what you didn’t know is how easy it is to get measurable and actionable intelligence from online sources and social media. Every day hundreds of thousands of reviews, tweets, and comments are posted about your organization or your competitors. This webinar will help you compile, interpret, and apply organizational competitive intelligence strategies to the information uncovered. Research has shown that through analyzing these various social media channels, organizations can extract critical competitor business insights and use them to improve positioning and operations. This webinar provides you with the strategies and resources needed to effectively leverage social media research to provide you and your organization a definitive competitive advantage.

1. Using Social Media for
Competitive Intelligence
Primary Research CX/CI Experts
www.market-awareness.com
Monthly CX/CI Webinar Series:

2. Using Social Media for Competitive Intelligence
VoiceoftheBusinessAcademy.com
• On-demand courses, roadmaps, testing
• Accreditation and certification
• “How” in addition to “why”
• Templates to implement in your
organization
• Created by professionals who have
implemented in the real-world
• Organizations can select courses to create
their own training programs

3. Using Social Media for Competitive Intelligence
Quick Introduction of Webinar

4. Gathering Ethical Information and Intelligence
Strategic and Competitive Intelligence Professional (SCIP):
"Competitive intelligence (CI) is the process of monitoring the competitive environment. CI
enables senior managers in companies of all sizes to make informed decisions about
everything from marketing, R&D, and investing tactics to long-term business strategies.
Effective CI is a continuous process involving the legal and ethical collection of information,
analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable
intelligence to decision
makers."
Using Social Media for Competitive Intelligence

5. Gathering Ethical Information and Intelligence
Strategic and Competitive Intelligence Professional (SCIP):
"Competitive intelligence (CI) is the process of monitoring the competitive environment. CI
enables senior managers in companies of all sizes to make informed decisions about
everything from marketing, R&D, and investing tactics to long-term business strategies.
Effective CI is a continuous process involving the legal and ethical collection of information,
analysis that doesn't avoid unwelcome conclusions, and controlled dissemination of actionable
intelligence to decision
makers.”
1. Do not lie when representing yourself
2. Observe your organization’s legal guidelines
3. Do not secretly record an interview if it is against the law
4. Do not issue a bribe
5. Do not use eavesdropping devices
6. Do not mislead anyone in an interview
7. Do not swap price information or capacity with a competing company
8. Do not distribute or exchange misinformation
9. Do not steal a trade secret
10. Do not knowingly pump someone for information that could sacrifice their job or reputation
Using Social Media for Competitive Intelligence

6. Using Social Media for Competitive Intelligence
Using Social Media for Competitive Intelligence

7. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
Using Social Media for Competitive Intelligence

8. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
Using Social Media for Competitive Intelligence

9. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
Using Social Media for Competitive Intelligence

10. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
Using Social Media for Competitive Intelligence

11. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
Using Social Media for Competitive Intelligence

12. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
Using Social Media for Competitive Intelligence

13. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
Using Social Media for Competitive Intelligence

14. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

15. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

16. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

17. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

18. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

19. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

20. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

21. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
Using Social Media for Competitive Intelligence

22. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

23. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

24. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

25. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

26. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
o Corporate Websites
Using Social Media for Competitive Intelligence

27. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

28. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

29. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

30. Using Social Media for Competitive Intelligence
1. Competitive Intelligence – is not just “competitor” Intelligence
2. The Social Media Prism
3. What Internal Intelligence Teams Monitor
4. Traditional versus Current State
5. Social Media Stats
6. Online Intelligence Gathering Sites
Using Social Media for Competitive Intelligence

31. How to Implement a Social Media Program
Using Social Media for Competitive Intelligence

32. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
Using Social Media for Competitive Intelligence

33. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
• Monitor what your competitors are saying
• Determine what websites they’re involved with
• Provide valuable content
• Gain credibility
Using Social Media for Competitive Intelligence

34. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
• Monitor what your competitors are saying
• Determine what websites they’re involved with
• Provide valuable content
• Gain credibility
• Competitor information openly exists on the web
• Learn by their mistakes
• Listen to what your competitors are saying
Using Social Media for Competitive Intelligence

35. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
• Monitor what your competitors are saying
• Determine what websites they’re involved with
• Provide valuable content
• Gain credibility
• Competitor information openly exists on the web
• Learn by their mistakes
• Listen to what your competitors are saying
Using Social Media for Competitive Intelligence

36. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
• Monitor what your competitors are saying
• Determine what websites they’re involved with
• Provide valuable content
• Gain credibility
• Competitor information openly exists on the web
• Learn by their mistakes
• Listen to what your competitors are saying
Using Social Media for Competitive Intelligence

37. How to Implement a Social Media Program
Step 1: Listen First – Speak Later
• Monitor what your competitors are saying
• Determine what websites they’re involved with
• Provide valuable content
• Gain credibility
• Competitor information openly exists on the web
• Learn by their mistakes
• Listen to what your competitors are saying
Using Social Media for Competitive Intelligence

38. How to Implement a Social Media Program
Step 2: Look at Your Competitors
• Imitation is the best form of flattery
• Look at the social media icons on their website
Using Social Media for Competitive Intelligence

39. How to Implement a Social Media Program
Step 2: Look at Your Competitors
• Imitation is the best form of flattery
• Look at the social media icons on their website
• LinkedIn “groups” that they belong to
• Analyze referral and destination traffic
Using Social Media for Competitive Intelligence

40. How to Implement a Social Media Program
Step 2: Look at Your Competitors
• Imitation is the best form of flattery
• Look at the social media icons on their website
• LinkedIn “groups” that they belong to
• Analyze referral and destination traffic
Using Social Media for Competitive Intelligence

41. How to Implement a Social Media Program
Step 3: Define Key Performance Indicators
Using Social Media for Competitive Intelligence

42. How to Implement a Social Media Program
Step 3: Define Key Performance Indicators
• Examples:
o How many mentions are you getting?
o What % are positive or negative?
o How many people liked your topic?
o How many views is your video getting and from where?
o Does your website get more views when engaged at certain social sites?
Using Social Media for Competitive Intelligence

43. How to Implement a Social Media Program
Step 3: Define Key Performance Indicators
• Examples:
o How many mentions are you getting?
o What % are positive or negative?
o How many people liked your topic?
o How many views is your video getting and from where?
o Does your website get more views when engaged at certain social sites?
• With The Right KPI’s:
o Increase your brand awareness
o Increase traffic to your website
o Learn more about your target audience
o Increase customer interactions
o Generate leads
o Improve search engine rankings
o Increase sales
Using Social Media for Competitive Intelligence

44. How to Implement a Social Media Program
Step 4: Dive in
Using Social Media for Competitive Intelligence

45. How to Implement a Social Media Program
Step 4: Dive in
• Start building your organizational voice
• Build relationships and get known
• Increase your personal and organizational brand
Using Social Media for Competitive Intelligence

46. How to Implement a Social Media Program
Step 5: Dedicate Time
• Dedicate time each and every week
• Set strategy
Using Social Media for Competitive Intelligence

47. How to Implement a Social Media Program
Step 5: Dedicate Time
• Dedicate time each and every week
• Set strategy
• Monitor and set benchmarks
• Add competitive intelligence to marketing strategies
Using Social Media for Competitive Intelligence

48. Using Social Media for Competitive Intelligence
Generate Leads from Websites:
Using Social Media for Competitive Intelligence

49. Using Social Media for Competitive Intelligence
Generate Leads from Websites:
1. Use your social media accounts to build relationships with your target customers
• Add connections on Facebook, LinkedIn, Twitter, etc.
• Have a narrow focus of people you reach out to
• Follow professionals and organizations
• Build your own following and reputation
Using Social Media for Competitive Intelligence

50. Using Social Media for Competitive Intelligence
Generate Leads from Websites:
1. Use your social media accounts to build relationships with your target customers
• Add connections on Facebook, LinkedIn, Twitter, etc.
• Have a narrow focus of people you reach out to
• Follow professionals and organizations
• Build your own following and reputation
2. Join Groups, Communities, and Chats
• Industry related groups and online forums
• Create articles
• Post advice and gain credibility
Using Social Media for Competitive Intelligence

51. Using Social Media for Competitive Intelligence
Generate Leads from Websites:
1. Use your social media accounts to build relationships with your target customers
• Add connections on Facebook, LinkedIn, Twitter, etc.
• Have a narrow focus of people you reach out to
• Follow professionals and organizations
• Build your own following and reputation
2. Join Groups, Communities, and Chats
• Industry related groups and online forums
• Create articles
• Post advice and gain credibility
3. Use Social Networks that Make Sense to You
• Be selective with what social media sites you’re involved with
Using Social Media for Competitive Intelligence

52. Using Social Media for Competitive Intelligence
Generate Leads from Websites:
1. Use your social media accounts to build relationships with your target customers
• Add connections on Facebook, LinkedIn, Twitter, etc.
• Have a narrow focus of people you reach out to
• Follow professionals and organizations
• Build your own following and reputation
2. Join Groups, Communities, and Chats
• Industry related groups and online forums
• Create articles
• Post advice and gain credibility
3. Use Social Networks that Make Sense to You
• Be selective with what social media sites you’re involved with
• Images are powerful
• Social media takes time
• Don’t be too aggressive
Using Social Media for Competitive Intelligence

53. Conclusion
• Social media sites can drive competitive intelligence
• Create a plan to brand yourself and your organization
Using Social Media for Competitive Intelligence

54. Conclusion
• Social media sites can drive competitive intelligence
• Create a plan to brand yourself and your organization
• Various tools can be used to draw competitive strategies
• Organizations can develop social intelligence plans
Using Social Media for Competitive Intelligence

55. Conclusion
• Social media sites can drive competitive intelligence
• Create a plan to brand yourself and your organization
• Various tools can be used to draw competitive strategies
• Organizations can develop social intelligence plans
• Social platforms can be used to uncover competitor insights
• Those insights can drive strategies and validate organizational positioning
Using Social Media for Competitive Intelligence

56. Using Social Media for Competitive Intelligence
Upcoming Webinars @ www.market-awareness.com)

57. Using Social Media for Competitive Intelligence
Thank you…
Email any questions to:
management@market-awareness.com