Using social media for competitive intelligence

Converting social data into intelligence
insights
19th November 2013
Hashtag: #scia2013

Kamales Lardi
Lardi & Partner Consulting GmbH
@kamlardi

Kevin Michels-Kim
Starling GmbH
@ubermarketer
Confidential. Do not copy or re-distribute ©LPC

About Us

2


Social Media
Data is freely share online

Social media data are the collective information
produced by millions of people as they actively
participate in online social media channels, such as
Facebook, Twitter, LinkedIn and Pinterest.

Social media data…
• is voluntarily public
• represents a natural state of affairs

• is relatively easy to access

4


Social Media
Massive amounts of data produced

How big is social data?
In 60 seconds…
• 98’000 tweets are shared on Twitter

• 695’000+ statuses updates are posted
on Facebook
• 1’500+ new blogs are posted

Social data contains a mix of useful insights
and unnecessary noise – companies require
a strong methodology and analytics tools to
extract valuable business insights.

• 600+ new videos are uploaded on
YouTube

• 20’000+ new posts on Tumblr
• 100+ new LinkedIn accounts created
• 6’600+ new photos are uploaded on
Flickr

Source: http://www.brucesallan.com/wp-content/uploads/2013/07/internet-60-seconds-infographic-1024x723.jpg

5


Social Competitive Intelligence
Example of insights from social media

Key Intelligence Topics

Industry
Dynamics

Competitive
Landscape

Customer
Insights

6

•
•
•
•
•
•

Expert / analyst opinions
Trends / outlook
Key influencers
New advancements / innovations
Opportunity / market sizing
Suppliers / vendors insights

•
•
•
•
•
•
•

Competitor product / service development
Key management changes
Job vacancies / key position openings
New market entry plans
New industry entrants
Competitive insights from employees
Benchmarking

•
•
•
•
•
•

Potential Social Media Sources
• Company blogs, forums, communities
• Experts / analysts blogs
• Professional social networks (e.g., LinkedIn,
Xing)
• Industry wikis & Google Alerts
• Social networks (e.g., Facebook, Pinterest)
• Microblog (e.g., Twitter)
• Personal blogs (employees)
• Product / service comparison sites
• Employee review sites (e.g., Glassdoor)
• Events / exhibitions attendance (e.g.,
SlideShare, Flikr)
• Consumer review sites (e.g., Yelp, TripAdvisor)
• Questions & Answers (e.g., Quora, LinkedIn
Groups)
• Video sharing sites (e.g., YouTube)

Customer preferences & requirements
Customer satisfaction
Key complaints / questions
After-sales support / trainings needs
Process enhancement needs
Ambassadors / key influencers


5 step process to integrate social insights into business intelligence

SOCIAL MEDIA HEALTH CHECK

1.
Determine
Objectives

3.

Analyse
Insights

• Objectives / goals
• Problem statement /
hypothesis
• Key intelligence topics

• Identify target
audience & target
channels
• Review types of
potential social data

4.

5.

Select
Monitoring
Tools

2.

Setup
Monitoring
Structure

Continuously
Monitor &
Analyse

• Establish team, tools
setup
• Integrate into overall
CI approach
• Data collection &
analysis
• Setup intervention
programs

• Implement
intervention programs
• Combine with other
relevant data (e.g.,
customer data,
financial data, sales
figures etc.)
• Refresh, test, learn and
refine

• Evaluate tools based
on requirements
(listen, analyse,
visualise)

Source: http://lardistrategy.com/2012/04/13/5-simple-steps-to-set-up-social-media-monitoring-for-businesses/

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Example of potential insights from LinkedIn

• LinkedIn is a cross between an online resume and an
interactive rolodex.
• Potential insights from profiles:
o Competitor product / service development
o Key management changes
o Job vacancies / key position openings
o New market entry plans
o Competitive insights from employees
o Projects implemented
o Expertise used
• Potential insights from company & industry groups:
o Expert / analyst opinions
o Discussion on trends / outlook
o Key influencers
o New advancements / innovations

8


Example of potential insights from Twitter

• Twitter is a microblogging service that enables users to
send and read "tweets“, which are text messages limited
to 140 characters.
• Registered users can read and post tweets but
unregistered users can only read them.
• There are two kinds:
o Official business accounts
o Individual accounts
• Potential insights from Twitter:
o Competitor product / service development
o Key influencer groups
o Target customer segments
o Competitor’s branding message
o Job vacancies / key position openings
o New market entry plans

9


Case Study
Twitter business intelligence for the SBB

10


Twitter is a bit like eavesdropping on train passengers…
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http://www.flickr.com/photos/16782093@N03/4960953523/


SBB Goes Twitter

Real-time customer service and crisis management for Swiss train travellers

12


SBB has a bewildering set of Twitter accounts

Railservice account only recently run by SBB staff
sbbcargo
sbbnews

Inactive

Inactive

generalabo

SBB takes over
Railservice in June 2013

Railservice
(private initiative)
sbb_innovation
railinfo_sbb
sbb_labs

Inactive

sbbconnect

Inactive
Inactive

sbbdigital

2008
13

2009

2010

2011

2012

2013

Speed Research via Twitter:
Three Questions, Three Minutes

1.
2.
3.

14

How is Railservice performing as a customer service channel?
What do SBB customers think about alternative transportation?
Aside from customers, what do other important stakeholders think
about SBB?


Customer service topics dominate the
discussion

General Travel
8%

500,000,000

Other
3%

Railservice

tweets per day*
Customer
Service
89%

Source: topic analysis of tweets about or mentioning railservice, n=824

15


Railservice pro-actively manages inquiries
Interactions with customers spike around mid-week
160

140

120

100

80

60

40

20

0

Total Users

Total Tweets

Source: tweets about or mentioning railservice, Aug-Oct 2013, n=3,869 tweets

16


What do SBB stakeholders think about alternative
transportation?

17


Alternative transport and strong opinions
2.5% of SBB tweets mention another mode of transportation

350

300

250

200

150

100

50

0
Buses

Cars

Bicycles

Planes

Source: tweets on alternative modes of transportation and SBB, n=514

18


How is the SBB currently viewed in the media?

19


Twitter segmentation basics
Untapped opportunities to engage with additional stakeholder groups

SBB
2%

Academia
5%
Advocacy
19%

Government
2%
Industry
8%
Consumers
53%
Media
11%

Source: Accounts following @Railservice, with >50 followers, n=3846 , as of 01.11.2013

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Media Stakeholders
400+ media accounts, including both «Big Media» Houses and Journalists

Publishers and media houses

Journalists

SRF News

Radio Journalist

20 Minuten

Independent Journalist

NZZ
BaZ

Journalist, Migro Magazine
Ex-NZZ Digital Journalist

Source: selected top accounts following @Railservice, as of 01.11.2013

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Top-of-mind media issues

Alternative
Transport
11%
Customer Experience
22%
Tickets
6%

Train Travel
26%

Company
11%
Switzerland
Travelers
8%
7%

R&D
9%

Source: keywords in media account descriptions, Aug-Oct 2013, n=333

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5 step process to integrate social insights into business intelligence

Starling Social Analytics Engine

1.
Determine
Objectives

Data
Collection &
Analysis

«Social
Panels»

Topic Analysis

• Keyword selection
• Social media coverage
• Geographic / market
coverage

• Stakeholder analysis
and segmentation
• Influencer
identification

2.
Analyse
Insights

• Quality controls
• Spam/noise filters

SOCIAL MEDIA HEALTH CHECK

Source: http://lardistrategy.com/2012/04/13/5-simple-steps-to-set-up-social-media-monitoring-for-businesses/

23


Thank you!

Social HealthCheck and Analytics :
@kamlardi or @ubermarketer
hello@starling140.com
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Appendix 1
About Lardi & Partner Consulting GmbH

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Wide cross-functional expertise in digital & social media implementation

Strategy & Implementation

Coaching & Training

•
•
•
•
•
•

Definition of overall strategy and objectives
Maturity and readiness assessment
Alignment to business objectives
Project planning and roadmap design
Assessment of quantitative and qualitative value (RoI)
Online insights & analysis

•

•
•

Identification of target audiences & user personas
Development of targeted content in varied formats (e.g.,
animated videos, infographics)
Development of social media channel engagement tactics
Communication strategy

•
•

•
•

Content Creation & Activation

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•
•
•

•
•

Training and certification program development (e-learning
or in-person)
Individual and group training and coaching sessions
Workshops and facilitation
User guides, manuals and other training documentation

Definition and development of digital & social media policy
Development of social media channel operational
guidelines
Risks assessment and mitigation actions
Design and implementation of internal structure (channel
mgmt processes, governance, resources, support structure)

Governance & Risk


Our Social Media tools / methodologies (1/2)

Social Media Strategy
Framework

The step-by-step guide takes a company from the
point of understanding the value of social media for
business to the point of implementing a solution
aligned with the company's strategic objectives and
business context.

Social Media Maturity
Assessment Tool

The tool is a 7-question assessment that leads users
through several key elements to determine how well
they have adopted social media within the structure of
their organization.
http://www.lardipartner.com/smma/

Social Media Strategy:
A Step-By-Step Guide
To Building Your Social
Business

The book introduces an integrated social media
framework describing all possibilities of social media in
a business and enterprise context. It focuses on
ensuring sustainable use for social media along the
business value chain.
http://build-your-social-business.eu/

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Our Social Media tools / methodologies (2/2)

Social Media Training
& Certification

Social Media Health
Check

An assessment of all the social media activities in a
company, intended to enable the identification of
potential risks and gaps for improvements.

Animated Video Design
& Development

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The step-by-step guide takes a company from the
point of understanding the value of social media for
business to the point of implementing a solution
aligned with the company's strategic objectives and
business context.

Concept design, script and development of animation
videos to Use an engaging explainer video or
animation to promote product or service, raise
awareness, tell strategic story, announce a new policy,
summarise report findings, walk through a process,
explain a concept or publish a how-to guide.
Sample Playlist

Our team (1/2)

Kamales Lardi
Managing Partner

Background / expertise
 Social media strategist with strong background in developing and
implementing social media and enterprise collaboration solutions
 Lecturer at Zürcher Hochschule für Angewandte Wissenschaften (ZHAW) on
social media strategy

Special references
 LPC recently completed project for UBS E-Channel Solutions team

 Developed social media training & certification program (e-learning
for employees using social media for business based on UBS social
media policy)

 +11 years management consulting with extensive experience in social media
& enterprise collaboration, corporate strategy development, business
process optimization, cost reduction and target operating model design

 Social Media video

 Former Head of Social Media & Collaboration at Deloitte Consulting
Switzerland

 Developed Operational Guides for social media channels used by
UBS for business

 Worked, among others, with clients such as UBS, Zurich Insurance, Swiss Re,
Bacardi-Martini, SIG Combibloc

 Developed Social Media Strategy Framework, which is being taught at the
ZHAW Digital Marketing course

 Languages: English, German (basic)

 Author of a book ‘’Social Media Strategy: A Step-By-Step Guide To Building
Your Social Business’’ Watch Video

 Developed training materials for distribution in UBS, including
Social Media Playbook, Executive Guide, and Infographics

 Developed a social media maturity assessment tool, to determine how well
companies have adopted social media for business use, also adopted by
ZHAW http://www.lardipartner.com/smma/

29


Our team (1/2)

Claudia Magri
Senior Consultant (Communication,
Reputation & PR)

Background / expertise
 Communication & PR specialist with strong background in developing and
disseminating corporate messages and content across external and internal
communication channels
 15+ years in developing and executing communication strategies and
programs in various corporate communication disciplines and roles
 Experience in developing social media governance frameworks (guidelines,
social media training & education programs)
 Specialized knowledge in integrated media analysis (print, online, social
media) for comprehensive corporate PR & reputation/issues monitoring and
management
 Worked, among others, at Swiss Re and Zurich Insurance
 Language background, very strong writing and editing skills
 Languages: German (editing level), English(editing level), French, Italian,
Spanish

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Lardi & Partner Consulting
Contact

Gweerhofstrasse 16, 8853 Lachen
Direct +41 55 535 44 07
info@lardipartner.com

Website: www.lardipartner.com
Blog: http://lardistrategy.com/
Lardi & Partner Consulting GmbH helps companies get clarity on their strategic goals and find ways to reach them.
Combining professional expertise with proven methodologies, we develop strategies, define pragmatic and measurable
solutions and support our clients in implementing them.

Our services include:
- Social media and collaboration strategy
- Reputation monitoring and management
- Communication & PR
- Executive decision dashboard
- Operating model and process design

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Appendix 2
About Starling GmbH

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Follow conversations relevant to your
business
Starling140 gives you the pulse of any topic
from noise-free and authoritative sources
Study converations around any topic or brand,
spam-free and on-topic
Focus on discussions from customers, journalists, competitors,
or any sub-segment of the market
Monitor breaking news in your areas of interest

Tap into candid, real-time opinions to supplement your traditional
market research
Learn what customers and stakeholders say, how they feel, and how your
brand is viewed compared to the competition

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Find key influencers in your area
With Starling140’s topical influence ranking, you’ll uncover the subject-matter
experts in your business
Identify the most relevant and authoritative

accounts in any topic

Find the origins of important conversations
impacting your brand and the competition

Map links between subject matter experts, their
peers, and their followers

Monitor relevant stakeholders and target your
brand’s messages to the right people

Understand who is driving the discussion around
your brand, the competition, and the overall

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Starling GmbH
Binzmühlestrasse 170a, 8050 Zürich, Switzerland
www.starling140.com

ANALYTICS BY

Kevin Michels-Kim

Gerold Geis

kevin@starlingpartners.com

hello@starling140.com

@ubermarketer

+41 78 800 6460

+41 79 758 0319

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