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“Digging Into New Tech Topics: Where and How To Maximize

Web Research” By Dawn Marie Yankeelov, President, ASPectx

And

David Gordon Schmidt, VP of Public Relations Services, Smith-Winchester

We Will Cover:• The Meaning of Competitive Intelligence• Levels of Research• Beyond the Basic Google Box• Resources of Merit• Quick Picks of New Tools• Technology Research Changes• How-To Frameset Research for Tech • Evaluation Approaches

Competitive Intelligence

n. Abbr. CI A systematic and ethical program for gathering, analyzing, and managing external information that can affect your company's plans, decisions, and operations.

CI is the process of enhancing marketplace competitiveness through a greater, ethical understanding of a firm's competitors and the competitive environment.

Why CI?

• It’s important to know:– Who are your clients and the conditions affecting;

– What is your specialty based on the environment;

– What the market is doing globally, locally, regionally, nationally, and in international subsets;

– How other corporations with similar missions are responding;

– Where industry trends may impact your decisions. 

Solid CI: Research + Analysis

Role of Analysis in the Intelligence Process:

Produces intelligence for the decision-maker

Guides collection and provides feedback

Provides understanding of incomplete and ill-defined developments and actions

Types of Research

Internet Only

Focus Groups

One-to-One interviews

Trends & Other Research Reports

Conference Fodder Online

Experts Only Questions to Get to a Future

Types of Research

Survey Said (Online/Offline)

Competitor-Focused, Trade Show Approaches

Trade Magazine Values

Types of Research

SURVEY SAID

Quantitative 10 questions or less—What do you really need to know?

Free basic survey tools (Survey Monkey, others)

Qualitative

Off-line methods may work better (Focus Groups)

NO ING

Types of Research

TRADE SHOW APPROACHES

Visit Competitor’s Exhibits Be the writer; ask questions

See Product Demonstrations Deeper understanding

Types of Research

TRADE PUBLICATIONS

Publication websites

Scan back issue headlines

Searchable archives

Connect with industry blogs

Subscribe to print versions

Core articles / deeper content

Types of Research

TRENDS AND REPORTS

Associations Join: tap into available research,

directory of members, etc.

Don’t Join (due to expense): coax out data and insights anyway

Beyond the Google Box: Google Labs, and Family

• Google Alerts

• Google Analytics—YouTube

• Framing the Question

• Mashups, Google Maps

• Google Scholar

• Google AdWords

Beyond the Google Box

GOOGLE ADWORDSMeasure Keyword Usage (free tools)

Test Messages (and Vocabulary)

Google the “GodFather”

•Structured data, parsed, and converted

•Preferred choices to get answers

•Large player advantage or “special” relationships

Google Way or the Highway

Back to Might is Right: Single Vendor

Going on a Manhunt:Tools

• Spock: NEW: data rationalization, 100 Mil• Zoominfo: recruiting and internal search• Cambridge Who’s Who: private specials• Gleamd: voting on others• Fast Pitch: self-generation promo• Latino AIM Pages: virtual ethnography• Jigsaw: Sales Leads• Spoke and LinkedIn: Professional Contacts• Wink: Big Daddy Aggregator

Spock

GleamD

Resources of Merit

What’s New?

CUIL.COM Launched summer 2008

120 billion web pages and counting

Less focus on popularity

Try it!

Web 3.0 preview

Resources of Merit

‘All in one’ PR Automation Software

MediaOutreach

MessageManagement

Planning&

Calendaring

CompleteAnalytics

MediaDirectory

(PRN)

MediaMonitoring

ClipBooks

Reports &

Charting

Site Traffic Measurement

Quick Answers

Communities Research

The Power

of Giving

Framesetting Research:SWOT Analysis

Strengths >

Weaknesses?

Opportunities ?

Threats>

Strengths: Examples

• Patents

• Reputable brand names

• A solid reputation

• Cost advantages

• Stable access to resources

• Excellent distribution channels

Weaknesses: Examples

• Lack of patent protection

• No reputation among customers

• Rising cost structure

• Limited product resources

• No Stable distribution channels

Opportunities

• Unmet customer need

• Advent of new technologies

• Release of regulations

• No international trade barrier

Threats

• Shifts in consumer tastes away from your services

• Growth in substitute products

• New industry regulations

• Increased trade issues across borders

Secondary research scenarios

Need to Know How Big an Industry is

Want to Find Competitor Names in an Industry

Gather Statistics of Note

Industry State of Union Reports

Databases of Potential Clients

Key Buzzwords in a Category

Marketing Documents of Competitors/Manuals

Internal CI: Ask

--Find out perceptions in departments on topic

--Ask for ideas that could impact bottom line

--Reward innovation formally in awards, recognition, bonuses etc.

--Promote healthy regular exchanges at least quarterly on the state of affairs within

What Do you Get?

• Research can bring…– Unique Selling Proposition into Light– Invention of a New Tech Space– Understanding the Competition

–Focus!!!

Contact Information

www.aspectx.com

www.smith-winchester.com

dawny@aspectx.com

david@smith-winchester.com