Social Intelligence for Competitive Intelligence

1. Social Intelligence for
Competitive Advantage
Sudha Jamthe, Social Media Strategist
@sujamthe
Oct 30, 2012
Prepared for Sentiment Analysis Symposium
#SAS12
San Francisco

2. My Inspiration for Corporate Social Intelligence
The Ability to capture, interpret and
act in real time based on signals from
social in the context of enterprise
data will become a tremendous
competitive advantage over time.
- Susan Etlinger (@setlinger) of Altimeter Group.
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3. THREE LESSONS FROM
SOCIAL LISTENING
@eBay
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4. 1. Look at Sentiment as a whole market and find our
differential
Coke Vs. Pepsi
Sentiments
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5. 1. Look at Sentiment as a whole market and find our
differential
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6. 2. Our customer is unique; Diff from competition’s.
Deep Audience Audience Analysis tells you more about your
customers
Buyers (3 competing Top Locations
marketplaces) Sellers Buyers
14% 1. New York 1. London
2. Chicago 2. Chicago
3. France 3. California
48%
4. Dallas 4. New Jersey
5. Michigan 5. New York
38% 6. Nashville 6. Toronto
7. Berlin 7. Maryland
8. London 8. Los Angeles
9. Los Angeles 9. Melbourne
10. San Diego 10. Houston
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7. 2. Our customer is unique; Diff from competition’s.
Competitive Sharer Break Down
@docjrt @jjohnson
Kred: 671 Influence
Followers: 18,238
@mommytx
Location: Germany
@jjohnson
Total Shares: 54
Gender: Male
@joe132 Top Communities:
Advertising
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8. 3. Use Competitive Study to benchmark your internal
Data
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9. Key Learnings – Look at competition to make ourself
the best
1. Look at sentiment
as compared to
whole market
2. Your customer is
unqiue– Compare
with competition to
know YOUR
customer.
3. Set a benchmark to
make sense of
internal data.
9 @sujamthe

10. Thank You!
Sudha Jamthe
@sujamthe
Slide Deck on Slideshare:
http://www.slideshare.net/sujamthe
@sujamthe