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Advanced Competitive Intelligence Techniques Hosted by Compete in partnership with SoDA Presenter: Lindsey Mark Compete Client Relationsw w w . c o m p e t e . c o m

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Competitive Intelligence Gathering Using Traditional Information Sources2 w w w . c o m p e t e . c o m

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Classic Sources of Business Intelligence Annual Reports Sales Volumes Subscribers3 w w w . c o m p e t e . c o m Photo credit - andymangold

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So I Have Some Information, Now What?! Correlate Hypothesize Infer4 w w w . c o m p e t e . c o m Photo credit - InterContinental Hong Kong

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Traditional sources often give a 10,000ft view5 w w w . c o m p e t e . c o m Photo credit - urinpublic

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Non-Traditional Competitive Intelligence Sources Looking to the web for Insights6 w w w . c o m p e t e . c o m

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Where Else Can I Look? Five alternative sources. Slideshare.net LinkedIn.com YouTube.com Flickr.com Tumblr.com7 w w w . c o m p e t e . c o m Photo credit - eschipul

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Slideshare Insights Advanced Search is your friend Market Industry Stats & Research Experts Trends8 w w w . c o m p e t e . c o m http://www.slideshare.net/smh00a/puma -complete-running-kit

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LinkedIn Insights Research Employee Group and Top Talent Accomplishments Stream Activity New Arrivals & Leaked Info & Industry Insights Departures Personal Sites9 w w w . c o m p e t e . c o m

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User Generated Content Think of advertizing as a dialog.10 w w w . c o m p e t e . c o m

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YouTube Insights Use the Advanced Filters to segment via content & channels. Top Engaging Video “View” Channel Content Performance Subscribers11 w w w . c o m p e t e . c o m

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YouTube Stats “Unboxing: MiAdidas Adipower blackout”12 w w w . c o m p e t e . c o m http://j.mp/rIuL0s

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Flickr Insights Search Groups Search People Search Tags13 w w w . c o m p e t e . c o m

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Tumblr Insights Research Top Note Engaging Search Tags Contributors Content14 w w w . c o m p e t e . c o m

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Social Insights Benefits Drawbacks 1. Relatively easy to find 1. Time consuming 2. Alternate / non-industry 2. Sources can be perspective (competitive inconsistent, inaccurate, view & customer views) and outright false 3. Real-time & always 3. Real-time & always updating (fresh content on- updating (difficult to demand) manage)15 w w w . c o m p e t e . c o m

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Where do I start?! High-level Classic Sources Granular Social Sources16 w w w . c o m p e t e . c o m Photo credit – uggboy / viamoi

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17 w w w . c o m p e t e . c o m Credit: http://moat.com

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Using Competitive Intelligence Tools Leveraging Behavioral Insights Live Demonstration18 w w w . c o m p e t e . c o m

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Questions & Feedback • I can be reached at lmark@compete.com • You can connect with me via LinkedIn: www.linkedin.com/in/lmark • You can follow me on Twitter: @linji19 w w w . c o m p e t e . c o m

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Flex your Google Search Skills Adding context to your research and assumptions • Timeline • Past hour, 24hours, Week, Month, Year, Custom Range • Local • Choose Location • Related Searches • Page Specific Search • Site:“exdomain.com” + Keyword • Allows you to search a specific website for keyword information. • Related:“exdomain.com” • Great for finding competitors for smaller websites & allows to use keywords to see the relationship to similar domains. (E.G. related:nike.com sailing – results highlighted for Puma.com_ • Link:“exdomain.com” • Great for understanding who is linking back to your client or their competitors.20 w w w . c o m p e t e . c o m Resource Slide

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Social Search Skills Advanced Search Techniques Differ from Platform to Platform • Twitter Search • http://twitter.com/#!/search-advanced • # Hashtags • @ Brand Advocates & those engaged in dialog with the brand • :) Happy/Excited Sentiment • :( Frustrated/Angry Sentiment • LinkedIn Search • Industries, Groups, + In Premium Search, References • Google Social Search • Keep in mind this will give you results based off of YOUR profile and contacts.21 w w w . c o m p e t e . c o m Resource Slide