is social media missing from your competitive intelligence?
TRANSCRIPT
Is Social Media MissingIs Social Media Missing from Your Competitive Intelligence?Intelligence?
Glenn Gow CEOGlenn Gow, CEOCrimson Consulting
www.crimson-consulting.com © CRIMSON CONSULTING 2010
New Competitive Intelligence Capabilities from Social Mediafrom 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’ customerscompetitors 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
Real-Time Response
Combat Misinformation
Eliminate the “tsunami of misinformation” in non-familiar places such as competitors’ forums
Misinformation
NewCapability
Respond in real-time to erroneous and misleading info with facts, references, and links, , , ,not opinionsNew
Actions
TimeHorizon
mp
act
ImmediateImmediate
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Im
Near-Term Opportunities
Combat Misinformation
Rapid Marketing Response
Eliminate the “tsunami of misinformation” in non-familiar places such as competitors’ forums
Take advantage of competitive issues faster than possible today
Misinformation Response
NewCapability
Respond in real-time to erroneous and misleading info with facts, references, and links,
Use reactions to your messaging in competitive forums to make modifications to current , , ,
not opinions messaging Use evidence of failure or
weakness in competitive messaging or operations to create targeted new programs
New Actions
TimeHorizon
mp
act
ImmediateImmediate NearNear--TermTerm
www.crimson-consulting.com © CRIMSON CONSULTING 2010
Im
Deeper Insights
Combat Misinformation
Rapid Marketing Response
Long-Term Product Improvement
Eliminate the “tsunami of misinformation” in non-familiar places such as competitors’ forums
Take advantage of competitive issues faster than possible today
Gain deeper insights into the needs of your target market, including users of competitive products
Gain insight into the product
Misinformation Response Improvement
NewCapability
Gain insight into the product direction of your key competitors
Respond in real-time to erroneous and misleading info with facts, references, and links,
Use reactions to your messaging in competitive forums to make modifications to current
Inform the product roadmap of new market requirements gained from competitors’ customers, , ,
not opinions messaging Use evidence of failure or
weakness in competitive messaging or operations to create targeted new programs
p Use intelligence gained from
listening to competitors’ own information sources to better discern competitor’s product direction and strategy
New Actions
mp
act
TimeHorizon ImmediateImmediate NearNear--TermTerm LongLong--TermTerm
www.crimson-consulting.com © CRIMSON CONSULTING 2010
Im
Thank You!
Crimson Consultingg4970 El Camino Real, Los Altos, CA 94022650.960.3600 www.crimson-consulting.com
Glenn Gow, Partner650 429 0334
www.crimson-consulting.com © CRIMSON CONSULTING 2010