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.
Repurposing LNG terminals for Hydrogen Ammonia: Feasibility and Cost Saving
Go Beyond Analytics: Putting Insights Into Action
1. #AIIM14
#AIIM14
#AIIM14
SOCIAL
COMPETITIVE
INTELLIGENCE
Billy
Cripe
CMO:
Field
Na6on
Founder:
BloomThink
@billycripe
Beyond Analytics
How
To
Transform
Insight
Into
Ac6on
2. #AIIM14
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.
3. #AIIM14
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
4. #AIIM14
4
You
are
closer
to
*everyone
else*
than
ever
before…
Our Unique Point In Time
19. #AIIM14
…And No Idea What To Do About It
Creative
Commons
attribution
by
flickr
user
by
Daniele
Zedda
20. #AIIM14
We Know
What’s Happening
Creative
Commons
attribution
by
flickr
user
by
Daniele
Zedda
21. #AIIM14
But Not
What To Do Next
Creative
Commons
attribution
by
flickr
user
by
Daniele
Zedda
22. #AIIM14
It’s Like Having Amazon.com
Without UPS or FedEx
Creative
Commons
attribution,
non-‐commercial
by
flickr
user
evadedave
23. #AIIM14
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…
24. #AIIM14
Our A-Ha Moment
S W I F T
Social Web Intelligence Framework & Tactics
25. #AIIM14
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
26. #AIIM14
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
27. #AIIM14
The SWIFT Process: Listen & Gather
45+
Keywords
Defined
for
Listeners
&
Monitoring
50+
Social
&
Web
Sources
Consulted
Wiki
For
Housing
Multivariate
Data
28. #AIIM14
The SWIFT Process: Filter & Categorize
SNAP
Gathering:
Traverse
Topic
Categories
Identify
Category
Influencers
Action:
Engage,
Monitor,
Assist
Influencers
SNAP
Social
Network
Analysis
Process
31. #AIIM14
The SWIFT Solution: Fast Track Results
+
7
other
scored
results
&
200+
additional
“pay
attention
to
these”
32. #AIIM14
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
33. #AIIM14
The 2nd Story
Video
Production
Company
New
Integration
Product
Needed
Pitch
List
Creative
Commons
attribution,
no
derivatives
by
flickr
user
nic-‐mosh
34. #AIIM14
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
35. #AIIM14
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
36. #AIIM14
The SWIFT Outcomes
Market
Action
Development
Action
Legal
Action
Monitor
37. #AIIM14
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
39. #AIIM14
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
40. #AIIM14
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
$$
spend
to
the
hire
or
contracted
service
to
iden6fy
rela6ve
investment
level
and
target’s
strategy.
Perform
audience
analysis
of
targets
paid
outlet
channels
to
iden6fy
who
they’re
going
ader.
41. #AIIM14
SWIFT: Authors
Creative
Commons
attribution,
noncommercial
by
Flickr
user
garritron
IF
THEN
PREDICTS
ACTION
One
author
is
pos?ng
more
One
group/team
is
pos?ng
more
That
author
is
influencer
That
team
is
developing
influence
Target’s
focus
areas
Target’s
reach
Corporate
investment
in
that
team
/
team’s
product.
Social
Network
Analysis
on
influencer
using
tools
like
NodeXL,
Maltego
or
other
If
reach
is
large
then:
Determine
if
influencer
be
coopted
or
eliminated
Determine
if
influencer’s
audience
can
be
diverted
or
engaged
directly
(e.g.
is
influencer’s
audience
your
prospect
list?)
42. #AIIM14
SWIFT: Events
Creative
Commons
attribution
by
Flickr
user
QuakeCon
IF
THEN
PREDICTS
ACTION
Increase
in
blog
quan?ty
precedes
major
event
ini?a?ve
Increase
in
blog
ac?vity
follows
event
Target
is
increasing
laying
buzz
founda6on
for
these
events
Target
is
leveraging
event
to
boost
awareness
Which
events
are
strategically
important
to
target
Which
events
are
viewed
as
“greens-‐fees”
and
opportunis6c
Intercept,
thunder-‐steal,
out-‐
splash
at
event
Only
respond
if
event
is
inherently
opportunis6c
for
you
too
43. #AIIM14
SWIFT: Text Analysis
IF
THEN
PREDICTS
ACTION
Key
words
and
themes
grow
in
frequency
No
discernible
keyword
trend
Target
is
solidifying
the
messaging
around
its
value
proposi6on
Target
is
either
experimen6ng
to
see
what
s6cks
or
is
throwing
$$
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
44. #AIIM14
WebSite
Intel
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
46. #AIIM14
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:
billy.cripe@bloomthink.com
Twitter:
@billycripe
LinkedIn:
linkedin.com/in/billy
47. #AIIM14
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/