The document summarizes key takeaways from several sessions at the 2011 SLA Annual Conference on competitive intelligence. The sessions aimed to dispel myths about CI and provide examples of useful mobile apps for librarians and information professionals. Some of the main points included that CI involves analyzing various information sources to gain insights, rather than espionage. Effective market intelligence relies on developing an expert network to share relevant information. The document also provided a sample search strategy to uncover hidden information and examples of potential information leakage points to consider.
SLA11 CID Division program encore 080211 webinar slides
1. 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
2. 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
3. 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
5. 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
6. 8/5/2011
Reuters News Pro
http://www.reuters.com/tools/mobile
11
Apps.usa.gov
12
6
19. 8/5/2011
Games for Cats
37
http://www.youtube.com/watch?v=vaif2uq_0Vc 38
19
20. 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
21. 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”
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
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http://closetlibrarian.blogspot.com
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http://tinyurl.com/AIIP‐AFS
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21
22. 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”
President & “Chief Archer” Leverage Your {on & offline} Networks ….
Leverage Your {on & offline} Networks
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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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”
President & “Chief Archer” Continue your investigation,
Continue your investigation
Shallenberger Intelligence Services Repeat process as needed…
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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22
23. 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
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
What are key terms repeating in the “false drops”
y p g f p
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 45
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.com
Example of expansion search strategy,
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
Results may/may not have been “hidden”
http://tinyurl.com/AIIP‐AFS
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23
24. 8/5/2011
Example of expansion
search strategy,
Results may/may not
have been “hidden”
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 47
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com www.pearltrees.com
203.258.2383
917.591.6732 fax
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
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24
25. 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…
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer” Reuse by others clients, ex employees
Reuse by others – clients, ex employees
Shallenberger Intelligence Services
anna@targetedknowledge.com
Conference Presentations
203.258.2383
917.591.6732 fax Case Studies or other Sales & Marketing Collateral
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
Continuing Education [especially MBA classes]
http://closetlibrarian.blogspot.com Social Media
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 49
[factoring in copyright & other IP concerns]
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383 Example of market research vendor with many English language sites.
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
Found reports covering US on non‐US sites , not available on US sites.
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
Spottier now, company may have better process oversight
http://tinyurl.com/AIIP‐AFS
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25
26. 8/5/2011
Illustrates content recycling…
Authoritative sources…
Pearl grow them….
Example dated though…
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 51
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
Anna F. Shallenberger
ALA/ARL www.arl.org/bm~doc/mm10fall‐butler‐jaszi.pdf
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
Center For Study of Public Domain www.law.duke.edu/cspd/index
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 52
26
27. 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…
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer” Non‐merger partnerships / joint initiatives
N t hi / j i t i iti ti
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383 “Relationships” NEC–specialized social networks , non‐profits..
917.591.6732 fax
www.targetedknowledge.com
[sometimes exec bios NOT pasted verbatim from corp site]
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 53
Dark Web / Specialized Browsers, etc
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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27
28. 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
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
Be Careful
anna@targetedknowledge.com
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
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 55
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…
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 56
28
29. 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…
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
Plan Ahead
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 57
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
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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30. 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
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
PEOPLE NEC
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 59
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
Anna F. Shallenberger
President & “Chief Archer”
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
anna@targetedknowledge.com
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
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian CRS report to Congress www.docstoc.com/docs/84024621/CRS‐Report‐for‐Congress
http://www.slideshare.net/ClosetLibrarian
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
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP‐AFS
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31. 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…
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 61
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)
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer” Password protected pages
Password protected pages
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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32. 8/5/2011
Figure 1. Search Engines: Dragging a Net Across the Web's Surface
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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 63
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian Q4 NPD Search &Portal Site Study, reported by Search Engine Watch
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger
http://tinyurl.com/AIIP‐AFS
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33. 8/5/2011
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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Information Not elsewhere classified
Customers
Anna F. Shallenberger
President & “Chief Archer”
President & “Chief Archer”
Shallenberger Intelligence Services
anna@targetedknowledge.com
203.258.2383
917.591.6732 fax
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
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34. 8/5/2011
Thank you generous sponsor, for enabling
us to offer this free of charge recap
Thanks & Best Regards,
Anna F. Shallenberger
203.258.2383 cell
917.591.6732 fax
917 591 6732 fax
anna@targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.com
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.
Anna F. Shallenberger
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
Shallenberger Intelligence Services
Capture & Deliver Intelligence” & led an "Intelligence Café“ discussion regarding
anna@targetedknowledge.com
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.
www.targetedknowledge.com
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
No member of a crew is praised for the rugged individuality of his rowing.
http://closetlibrarian.blogspot.com
~Ralph Waldo Emerson
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 67
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”
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
anna@targetedknowledge.com
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
http://twitter.com/ClosetLibrarian
http://www.slideshare.net/ClosetLibrarian
http://closetlibrarian.blogspot.com
www.linkedin.com/in/annafayshallenberger
www.ci2020.com/profile/AnnaFShallenberger Intel Types include: competitive, market, sales, defensive, trade show, etc
http://tinyurl.com/AIIP‐AFS
Anna F Shallenberger, All Rights Reserved, for educational use only, not for redistribution or commercial re-use 6
34
35. 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
36. 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
37. 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
38. 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
39. 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
40. 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
HOW = Collaborating with end users and peers
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
41. 8/5/2011
HOW = Collaborating with end users and peers
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
42. 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