Provides an overview on the use of social media to increase your understanding of your competitive environment. By Crimson Consulting's Glenn Gow.

1. Is Social Media Missing
from Your Competitive
Intelligence?
Glenn Gow CEO
Gow,
Crimson Consulting
www.crimson-consulting.com © CRIMSON CONSULTING 2010

2. New Competitive Intelligence Capabilities
from Social Media
 Pairing CI with social media broadens the CI scope to include
additional tactical and strategic information
 Expands information sources to include competitors and
competitors
competitors’ customers
 Broadens CI time horizon to drive immediate, near-term, and
long-term actions
 Three actionable opportunities:
1. Real-time Response: Combating misinformation about your
company and products
2. Near-term Opportunities: Enabling rapid response marketing
3. Deeper Insights: Improving long-term product development
www.crimson-consulting.com © CRIMSON CONSULTING 2010

3. Real-Time Response
Combat
Misinformation
 Eliminate the “tsunami of
misinformation” in non-familiar
New places such as competitors’
forums
Capability
 Respond in real-time to
erroneous and misleading info
with facts, references, and links,
, , ,
New not opinions
Actions
Impact
Time
Immediate
Horizon
www.crimson-consulting.com © CRIMSON CONSULTING 2010

4. Near-Term Opportunities
Combat Rapid Marketing
Misinformation Response
 Eliminate the “tsunami of  Take advantage of competitive
misinformation” in non-familiar issues faster than possible today
New places such as competitors’
forums
Capability
 Respond in real-time to  Use reactions to your messaging
erroneous and misleading info in competitive forums to make
with facts, references, and links,
, , , modifications to current
New not opinions messaging
Actions  Use evidence of failure or
weakness in competitive
messaging or operations to
create targeted new programs
Impact
Time
Immediate Near-Term
Near-
Horizon
www.crimson-consulting.com © CRIMSON CONSULTING 2010

5. Deeper Insights
Combat Rapid Marketing Long-Term Product
Misinformation Response Improvement
 Eliminate the “tsunami of  Take advantage of competitive  Gain deeper insights into the
misinformation” in non-familiar issues faster than possible today needs of your target market,
New places such as competitors’ including users of competitive
forums products
Capability
 Gain insight into the product
direction of your key competitors
 Respond in real-time to  Use reactions to your messaging  Inform the product roadmap of
erroneous and misleading info in competitive forums to make new market requirements gained
with facts, references, and links,
, , , modifications to current from competitors’ customers
p
New not opinions messaging  Use intelligence gained from
Actions  Use evidence of failure or listening to competitors’ own
weakness in competitive information sources to better
messaging or operations to discern competitor’s product
create targeted new programs direction and strategy
Impact
Time
Immediate Near-Term
Near- Long-Term
Long-
Horizon
www.crimson-consulting.com © CRIMSON CONSULTING 2010

6. Thank You!
Crimson Consulting
g
4970 El Camino Real, Los Altos, CA 94022
650.960.3600
www.crimson-consulting.com
Glenn Gow, Partner
650.429.0334
650 429 0334
ggow@crimson-consulting.com
www.crimson-consulting.com © CRIMSON CONSULTING 2010