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#AIIM14 #AIIM14 #AIIM14 SOCIAL COMPETITIVE INTELLIGENCE Billy Cripe CMO: Field Na6on Founder: BloomThink @billycripe Beyond Analytics How To Transform Insight Into Ac6on

Go Beyond Analytics: Putting Insights Into Action

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The recent innovation explosion in text analytics, information management and big data have produced unparalleled information gathering and insight mining capabilities. When combined, businesses have a unique opportunity to turn these combined capabilities outward to find and deliver not just more information but actual *actionable intelligence* about competitors and markets. This session will demonstrate the power and promise of Social Competitive Intelligence that blends information management principles with deep Web analytics.

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Page 1: Go Beyond Analytics: Putting Insights Into Action

#AIIM14  #AIIM14  

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SOCIAL  COMPETITIVE  INTELLIGENCE  Billy  Cripe  

CMO:  Field  Na6on  Founder:  BloomThink  

@billycripe  

Beyond Analytics How  To  Transform  Insight  Into  Ac6on  

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The Challenge

To  realize  the  advantages  of  data-­‐driven  action  while  balancing  the  promise  and  power  of  new  insights  against  the  overwhelming  quantity  of  data  and  the  concurrent  legitimizing  of  government  surveillance,  censorship  and  threat  of  abuse.    

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International  Study  

 Correlating  Information  

Twitter  Facebook  Foursquare  LinkedIn  

20 Of  20  organizations  had  some  internal  information  released  –  like  late  salary  payments  

17

08

Of  20  organizations  had    internal  information  released  –  early  product  launches,  conferences  etc.  

Of  20  organizations    released  confidential  information  like  early    financial  numbers  &  employees  leaving    

SMBs  from    US,  India,  Germany,  

UK,  APAC  

The Opportunity

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You  are  closer  to  *everyone  else*  than  ever  before…  

Our Unique Point In Time

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#AIIM14  Not Just The Promise Of Data Abundance…

We Must Balance

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…But Also The Power Of A Data Tsunami

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Not Just The Allure Of Data Availability…

We Must Balance

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Of Data Aggregation & Correlation

5  Results  From  A  Stanford  Phone  Metadata  Pattern  Recognition  Study  

…But Also The Continued Threat

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First Principles

Public  Information  

Disclose  Access  

No  Exploitation  

Identify  Opportunity  

Do  unto  others...        

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What We Know

Creative  Commons  attribution  by  flickr  user    by  Daniele  Zedda  

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Typical  “Big  Data”,  “BI”  &  Market  Insight  Response…  

LOTS! & LOTS! & LOTS! & LOTS!

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What’s The Problem?

how?  

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#AIIM14  then  what?  

What’s The Problem?

so  what?    

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What’s The Problem?

how?  

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What’s The Problem?

how?  

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What’s The Problem?

then  what?  

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We Have More Insight Than Ever…

ListenLogic  

RivalIQ  

TrackMaven  

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…From More Sources Than Ever…

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…And No Idea What To Do About It

Creative  Commons  attribution  by  flickr  user    by  Daniele  Zedda  

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We Know What’s Happening

Creative  Commons  attribution  by  flickr  user    by  Daniele  Zedda  

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But Not What To Do Next

Creative  Commons  attribution  by  flickr  user    by  Daniele  Zedda  

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It’s Like Having Amazon.com

Without UPS or FedEx

Creative  Commons  attribution,  non-­‐commercial  by  flickr  user  evadedave  

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Our A-Ha Moment

We studied the insights. We interviewed the stakeholders. We asked the questions. We classified the responses. Then we crafted a process and put it to the test…

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Our A-Ha Moment

S W I F T Social Web Intelligence Framework & Tactics

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The 1st Story: Fast Track

High  Tech  |  Highly  Regulated  |  Crowded  Industry  |  Foreign  Country  Medical,  Technical,  Governmental  Spaces        Need  Unbiased  Expertise  Need  Last  Mile  Delivery  Need  Safe,  Discreet  Help  

Image  via  Head  Like  An  Orange  

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Hypothesis One

Creative  Commons  attribution  by  flickr  user    by  Daniele  Zedda  

The  SWIFT  Approach:  1.  Listen  &  Gather  2.  Filter  &  Categorize  3.  Synthesize  &  Analyze  4.  Report  &  Act  

fast-­‐track  expertise    

Locate  Expertise  à    Predict  Next  Best  Action  à  

Produce  Actionable  Intel            

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The SWIFT Process: Listen & Gather

45+  Keywords  Defined  for  Listeners  &  Monitoring  

50+  Social  &  Web  Sources  Consulted  

Wiki  For  Housing  Multivariate  Data  

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The SWIFT Process: Filter & Categorize

SNAP  Gathering:    Traverse  Topic  Categories    Identify  Category  Influencers    Action:  Engage,  Monitor,  Assist  Influencers  

SNAP Social  Network  Analysis  Process  

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The SWIFT Process: Synthesize & Analyze

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The SWIFT Process: Report & Act

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The SWIFT Solution: Fast Track Results

+  7  other  scored  results  &  200+  additional  “pay  attention  to  these”    

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Hypothesis Two

Creative  Commons  attribution  by  flickr  user    Daniele  Zedda  

The  SWIFT  Approach:  1.  Listen  &  Gather  2.  Filter  &  Categorize  3.  Synthesize  &  Analyze  4.  Report  &  Act  

You  Will  Let  Me  Sell  Your  Customer  List  

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The 2nd Story Video  Production  Company  

New  Integration  Product  Needed  Pitch  List  

 

Creative  Commons  attribution,  no  derivatives  by  flickr  user  nic-­‐mosh  

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The SWIFT Process: Deep Social Mining Report  &  Act  Deliver  immediately  ac6onable  prospect  list  that  is  validated  as  interested  and  available  and  engaged.  

Synthesize  &  Analyze  Technology  Refresh  

Event  /  Advocacy  Par6cipa6on  

Over  200  fully  cited  prospects  iden6fied  

Filter  &  Categorize  •  The  SWIFT  SNAP  Social  Network  Analysis  Process.    Iden6fy,  track  and  trace  reach,  reverb,  connec6ons,  influence.  

•  Relevancy  &  Recency  Reverbera6on  &  recency  categoriza6on.  

SWIFT:  Listen  &  Gather  Public  &  Known  Customers  •  Web  lis6ngs  •  Case  studies  •  White  papers  •  Event  Presenta6ons  •  Blogs  •  YouTube  •  Newsle[ers  •  Pre-­‐Recorded  Webinars  •  Compe66ve  Intel  Sources  

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The SWIFT Solution: Actionable Intelligence

200+  Ac6ve  ECM  Customers        Public  Web  &  Social  Cita6ons        Willing  To  Work  With  SIs      

Creative  Commons  attribution  by  flickr  user  Kangrex  

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The SWIFT Outcomes Market  Action    Development  Action    Legal  Action    Monitor  

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Why It Works Oriented  To  Action    Predicts    What’s  Needed  Next    Taps  Massive  Quantities  of  Public  Data  

Creative  Commons  attribution,  remix,  share,  noncommercial,  share  alike:  Davic  

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Practice: Actionable Blog Intel

Creative  Commons  attribution  by  Flickr  user  jvh33  

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SWIFT: Blog Quantity & Cadence

Creative  Commons  attribution  by  Flickr  user  jvh33  

IF   THEN   PREDICTS   ACTION  Basic  increase  in  blog  quantity      Or        Increase  in  blog  quantity  over  last  2  years  (y1=benchmark,  y2  =  comparator  for  this  y)  

Target  is  increasing  awareness                              

Target’s  focus  areas          Investment  in  marketing  and  attendant  spend  on  content  development.      

Preemptively  market  to  thunder-­‐steal  or  coopt        Invest  for  parity        Stake  Out  Your  Differentiated  turf      

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SWIFT: Paid Content

Creative  Commons  attribution  by  Flickr  user  MiiiSH  

IF   THEN   PREDICTS   ACTION  Content  is  paid  or  sponsored                                              Distribu?on  is  paid  or  sponsored  

Target  is  inves6ng  heavily  in  awareness      

Inten6onal  focus  for  new  product,  ver6cal  or  geographic  entry.                                          Revitalized  emphasis  on  exis6ng  product,  ver6cal  or  market.  

Perform  textual  analysis  of  content  to  iden6fy  target’s  narrowly  targeted  markets  and  objec6ves.      Iden6fy  new  marke6ng  hires  or  blog  pedigree  (for  contrac6ng  services).  A[ach  $$  spend  to  the  hire  or  contracted  service  to  iden6fy  rela6ve  investment  level  and  target’s  strategy.          Perform  audience  analysis  of  targets  paid  outlet  channels  to  iden6fy  who  they’re  going  ader.  

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SWIFT: Authors

Creative  Commons  attribution,  noncommercial  by  Flickr  user  garritron  

IF   THEN   PREDICTS   ACTION  One  author  is  pos?ng  more          One  group/team  is  pos?ng  more  

That  author  is  influencer          That  team  is  developing  influence  

Target’s  focus  areas  Target’s  reach          Corporate  investment  in  that  team  /  team’s  product.  

Social  Network  Analysis  on  influencer  using  tools  like  NodeXL,  Maltego  or  other      If  reach  is  large  then:  Determine  if  influencer  be  coopted  or  eliminated      Determine  if  influencer’s  audience  can  be  diverted  or  engaged  directly  (e.g.  is  influencer’s  audience  your  prospect  list?)  

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SWIFT: Events

Creative  Commons  attribution  by  Flickr  user  QuakeCon  

IF   THEN   PREDICTS   ACTION  Increase  in  blog  quan?ty  precedes  major  event  ini?a?ve          Increase  in  blog  ac?vity  follows  event    

Target  is  increasing  laying  buzz  founda6on  for  these  events      Target  is  leveraging  event  to  boost  awareness    

Which  events  are  strategically  important  to  target          Which  events  are  viewed  as  “greens-­‐fees”  and  opportunis6c    

Intercept,  thunder-­‐steal,  out-­‐splash  at  event              Only  respond  if  event  is  inherently  opportunis6c  for  you  too  

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SWIFT: Text Analysis IF   THEN   PREDICTS   ACTION  Key  words  and  themes  grow  in  frequency                  No  discernible  keyword  trend  

Target  is  solidifying  the  messaging  around  its  value  proposi6on      Target  is  either  experimen6ng  to  see  what  s6cks  or  is  throwing  $$  away  on  unconnected  efforts    

Target’s  go-­‐to-­‐market  strategy                    Confusion  of  effort  with  impact.  Lack  of  leadership.    Threat  from  product  /  service  but  in-­‐figh6ng  over  mone6zing  benefit.    

Posi6on  to  counter,  parry  strength  of  key  words  and  phrases.                Monitor.  Let  compe6tor  implode.  Add  pressure  through  focused,  impact  driven  stories.  If  you  don’t  have  feature  parity,  invest  in  gaining  parity.  

Creative  Commons  attribution  by  Flickr  user  jvh33  

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Web

Site  In

tel  

Baselining  

URL  spidering  

Compe6tor  Website  URL  

ID  Content  Repositories  

Blog,  Whitepapers,  Casestudies,  Media  Kits,  FAQ,  APIs,  Docs,  PR,  Jobs,  Management,  Newsle[er  

Archive  

Set  Watchers  on  Content  Pages  

Establish  Quan6ty,  Frequency  &  Topic/

Industry  focus  for  last  2  years  

Alerts  on  Change  

Graph  Overall  Quan6ty  of  Content  

Graph  Overall  Frequency  of  Updates  /  New  

Content  

Graph  Topic  /  Industry  focus  distribu6on  

Topic  Categories  &  Industries  Iden6fied  

For  Each  Category  /  Industry  Graph  Content  

Quan6ty  

For  Each  Category  /  Industry  Graph  Content  

Frequency  

Signifies  rela6ve  strength  of  compe6tor:  Investment  in  crea6on,  dedica6on  to  message  

amplifica6on  

rela6ve  strength  of  topic  focus.    Establishes  playing  to  par6cipate  or  to  win  

Establishes  buzz  building  6meline  between  R&D  &  GA.    Leading  indicator  of  announcements,  Trailing  Indicators  of  investment  ac6vity  

Signifies  rela6ve  focus  of  compe6tor  

Signifies  buzz  ramp  to  deals,  marke6ng  focus  and  sales  emphasis.  

(c)  Copyright  2013,  BloomThink.    All  Rights  Reserved.  h[p://www.bloomthink.com  

SWIFT Blog Practice Guide

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About Billy Cripe CMO  Field  Nation  Founder  BloomThink    What  He  Does:  B2B  Marketing  Strategy  Background:  Development,  Collaboration,  Social  &  Intelligent  Systems  Author:  2  Books  on  Collaboration,  many  articles  Interests:  Semantic  Web,  recommendation  systems,  machine  ethics  Hobbies:  Star  Wars,  Wine  Blogging,      Contact:    Email:  [email protected]  Twitter:  @billycripe  LinkedIn:  linkedin.com/in/billy    

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Additional Reading •  Answering  the  ‘So  What’  Question  

http://bloomthink.com/2013/10/22/so-­‐what/    •  Help  IT  Understand  The  Business  Value  Of  Back  End  Work  To  Drive  Business  Value  From  BI    

http://bloomthink.com/2013/10/07/help-­‐it-­‐understand-­‐the-­‐business-­‐impact-­‐of-­‐back-­‐end-­‐work-­‐to-­‐drive-­‐business-­‐value/  

 •  Ten  Steps  for  Social  Competitive  Intelligence  

http://bloomthink.com/2013/06/25/10-­‐steps-­‐for-­‐social-­‐competitive-­‐intelligence/  

•  Is  “Ambient  Data”  from  Social  Media  Channels  Useful  for  Funders?  http://www.bethkanter.org/ambient-­‐data/  

 •  How  to  use  social  data  to  formulate  future  decisions  

http://www.b2bsocialmediaguide.com/2013/10/29/use-­‐social-­‐data-­‐formulate-­‐future-­‐decisions/