Organizations must incorporate a cooperative intelligent apparatus within their daily operations and processes, being able to respond to external opportunities and threats as quickly and as good as possible, and enhance competitive advantages to the outside. To do so, organizations must first prepare and align internal roles, processes, policies and stakeholders with their business objectives. An open business (C2B2C) is a profound change that impacts all departments in the organization. How far have you come with implementing real-time cooperative intelligence?

1. Cooperative Intelligence:
Putting people at the center, where
Social Media offer chances but also
challenges
By Gianluigi Cuccureddu
June 10th, 2011
Discuss and feedback this article on the Business Insider
Managing Partner of 90:10 Group Netherlands
CMO Agora Media Innovation
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2. Cooperative Intelligence: Putting people at the center, where Social Media offer chances
but also challenges
Whilst monitoring the space on the topic of social media enabled competitive intelligence I
came across this article where Cooperative Intelligence was introduced to me.
Two parts of the article got my attention:
Many companies think they are conducting real-time competitive intelligence since they
monitor the competitive environment continuously on the Internet and increasingly through
social media such as Twitter, LinkedIn and Facebook as well as industry specific forums or
social networks like Ning. While monitoring is the foundation of real-time competitive
intelligence, it is not actionable. The action you take in real-time will give you a
competitive advantage. As David Meerman Scott said at our AIIP conference, “Speed and
agility bring competitive advantage…Act now before the window of opportunity
vanishes.”
and
However, CI managers can inform people in our companies in real-time, and in areas where
we have more knowledge, make recommendations for action. The balancing act in our job is to
offer cooperative intelligence: don’t inundate people with too much information, just
what you know is important to them.
This is where it collides and the challenge creates itself. Real-time competitive intelligence
must be intelligence where departments can work on, without having to figure out its
context or purpose (being actionable) in order to make sure they are still within the window
of opportunity (speed and agility).
Making social media monitoring efforts actionable is a human process. Even if text analysis
is enhanced to such a level that it understands context and purpose, still the biggest
challenge remains untouched, namely translating it into business opportunities or business
intelligence.
Both from an outside-in (social media conversations) and inside-out (actions taken by
organization) perspective, people are put at the center of the process. This isn't any different
from decades, centuries and millenia ago, the speed and transparency of information is.
Organizations must incorporate a cooperative intelligent apparatus within their daily
operations and processes, being able to respond to external opportunities and threats as
quickly and as good as possible, and enhance competitive advantages to the outside.
To do so, organizations must first prepare and align internal roles, processes, policies and
stakeholders with their business objectives. An open business (C2B2C) is a profound change
that impacts all departments in the organization.
How far have you come with implementing real-time cooperative intelligence?