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The presentation was held at the University of Hannover, Forschungkolloquium European Studies, May 16, 2012 It provides an overview about what Competitive Intelligence is and how it is done in an global company, how external Social Media applications are used to perform Competitive Intelligence and which Social Media tools are available within the company to conduct Competitive Intelligence
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COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Competitive Intelligence and Social Media
Alexandra Nelles, Alcatel-LucentMay 17, 2012
WHAT THIS PRESENTATION IS ABOUT
What is Competitive Intelligence?Definition and how is it done in an international company
Social Media usage outside the companyHow we use Social Media outside the company to
COPYRIGHT © 2012 ALCATEL-LUCENT. ALL RIGHTS RESERVED.
Social Media usage inside the companyThe tools available within the company to conduct Competitive Intelligence
How we use Social Media outside the company to perform Competitive Intelligence
WHAT COMPETITIVE INTELLIGENCE IS NOT
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Klaus Nahr
WHAT COMPETITIVE INTELLIGENCE IS NOT
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Zephyrinus
WHAT COMPETITIVE INTELLIGENCE IS NOT
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Mondo Gasparotto
WHAT IS COMPETITIVE INTELLIGENCE?The official Definition
“CI is a necessary, ethical business discipline for decision
making based on understanding the competitive environment”
Strategic and Competitive Intelligence Professionals
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CI IN THE BUSINESS PLANNING PROCESS
General Environment Task EnvironmentOrganizations'
Internal Environment
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IMPROVE DECISION MAKING
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MINIMIZE THREATS
• Not realizing you have a problem is often… the start of a problem
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FIND NEW OPPORTUNITIES
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WHAT IS COMPETITIVE INTELLIGENCE?CI Professionals see things others do not see
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CI 2020
DynamismTechnologyComplexityUncertainty & Risk
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KEY TAKEAWAYS
• CI improves decision making, minimizes threats and maximizes opportunities
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maximizes opportunities
“A Platform to facilitate Information Exchange
SOCIAL MEDIA
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Information Exchange between users”Kaplan, Andreas M.; Michael Haenlein (2010)
KEXINO.COM
SOCIAL MEDIA Social Media Prisma 4.0 – Overview of the Social Web in Germany
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SOCIAL MEDIA Most used Social Media sites
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Source: Top 20 der globalen Social Media Sites – Netzwerke und Videos dominierenhttp://www.ethority.de/weblog/2012/03/21/top20-social-media-global/
Others: Picture-Plattforms like flickr, Photobucket, Pinterest, Review sites like tripadvisor, content platforms like Scribd, Slideshare
SOCIAL MEDIA CI relevant content is available
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36% of social networkers in
Europe posts company/ brand
related information on social
media
Source: InSites Consulting, Social Media around the world
SOCIAL MEDIA CI relevant content is available
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19% talks about
their company on social
media
Source: InSites Consulting, Social Media around the world
SOCIAL MEDIA OUTSIDE THE COMPANY
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• Use Professional Networks to identify
• A summary of the company
• Office locations and an indication how many people work at that
SOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social Networks
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people work at that location
• Company size• Revenues• Year founded• Common job titles• Recent job postings
• Use Professional Networks to identify
• Recent hires• Recent promotions within the company
• Where companies employees come from and
SOCIAL MEDIA OUTSIDE THE COMPANYProfessional Social Networks
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employees come from and go to
• Top schools employees graduated from
• Employee Qualifications• Status updates of employees
SOCIAL MEDIA OUTSIDE THE COMPANYVideo Sharing
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Discover:Company OverviewTrade Show InsightsProduct descriptions
SOCIAL MEDIA OUTSIDE THE COMPANYVideo Sharing
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Gain Factory Insights
SOCIAL MEDIA OUTSIDE THE COMPANYSlideshare
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Find Product Infos, Conference Presentations, White Papers
Follow blogs to keep
SOCIAL MEDIA OUTSIDE THE COMPANYBlogs
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Follow blogs to keep up on date on what they are interested in & who they meet
Learn what customers like / don’t like, how they want the company to improve and which activities the company is pursuing
SOCIAL MEDIA OUTSIDE THE COMPANYProduct Development
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SOCIAL MEDIA OUTSIDE THE COMPANYProduct Development
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Find out about innovation needs of companies
Follow competitors to keep up on date on what they are interested in & who they meet
SOCIAL MEDIA OUTSIDE THE COMPANYTwitter
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SOCIAL MEDIA OUTSIDE THE COMPANYTrade Show Intelligence
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This infographic data was derived from social media mentions about CTIA 2012. These statistics reflect public social media mentions from April 9 - May 9, 2012. http://z-comm.com/stateofthelisten/ctia2012/#.T659QVIqfbg
SOCIAL MEDIA OUTSIDE THE COMPANYGoogle Maps
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Explore competitor facilities
Discover which people interact the most and what they're talking about
Find relevant people to follow
SOCIAL MEDIA OUTSIDE THE COMPANYMentionmap
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http://www.mentionmapp.com
Identify active competitors and keep up to date on areas they are active in
SOCIAL MEDIA OUTSIDE THE COMPANYQuora
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http://www.quora.com
KEY TAKEAWAYS
• CI improves decision making, minimizes threats and maximizes opportunities
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• Public used Social Media is mainly used for information research to perform CI
SOCIAL MEDIA INSIDE THE COMPANY
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SOCIAL MEDIA INSIDE THE COMPANY
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Making it easier for people to work across organizational
boundaries to solve Alcatel-Lucent challenges and drive
transformation throughout the company
SOCIAL MEDIA INSIDE THE COMPANYSocial Networking Platform
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SOCIAL MEDIA INSIDE THE COMPANYSocial Networking Platform
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KEY TAKEAWAYS
• CI improves decision making, minimizes threats and maximizes opportunities
• Public used Social Media is mainly used
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• Public used Social Media is mainly used for information research to perform CI
• Social Media platforms can be used internally to support definition of KITs, Information research and dissemination
Contact:
Alcatel-Lucent
Alexandra Nelles
Email: [email protected]
Phone: +49 911 / 526 6068
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