An SLA KM Presentation Monday June 9 th, 2014 Zena Applebaum Director, Competitive Intelligence Bennett Jones ZAppleCI Social Media – Turning Noise into Action

What are the leading social media tools? How can we get started quickly using the leading social media tools for competitive intelligence? Agenda #SLACID #SLA2014

Rife spot find qualitative and quantitative data on clients/prospects as well as competitor clients/prospects (in an effort to turn the latter into the former) Monitor for tone, content, frequency, trending, sentiment Big Data can turn into CI Data points Develop a system or software or buy a third party platform. Mechanics/data can be easily outsourced of but still requires a heightened knowledge of the firm and its strategy – human touch. Media and Social Monitoring #SLACID #SLA2014

Key Intelligence Topic #SLACID #SLA2014 Key Intelligence Topic - (KITs) are those topics identified as being of greatest significance to an organization’s senior executives, and which provide purpose and direction for Competitive intelligence operations. Key intelligence topics are invariably derived from a series of interviews. They are then grouped into appropriate categories and allocated a priority, usually by the same, or a representative, group of people. The basic categories are: strategic decisions and actions (including the development of strategic plans and strategies); early-warning topics (for example, competitor initiatives, new technology developments, and descriptions of key players (including competitors, suppliers, regulators, and potential partners).

Examine KITs for Potential CI Value #SLACID #SLA2014 Who are our stakeholders? What decisions do they need to make? What knowledge do they need? What intelligence can we provide? How will we develop that intelligence? What analysis can we perform? What information do we need? Who holds that information? Are they likely to be sharing that information in some form through social media?

Start Small and Be Specific #SLACID #SLA2014 DIY: Get smart before you buy anything Learn each platform’s search and monitoring functions Try to start with social media input into current projects Define a clear collection plan

Reverse Engineer your Collection Plan #SLACID #SLA2014 Who has the information you need? Who is their audience? What social media will they use? How do you search those platforms? Whether you’re doing active elicitation or passive monitoring, remember your CI ethics.

#SLACID #SLA2014 Secondary Research Primary Research Social Media

Do you speak Twitter? #SLACID #SLA2014 Public message directed towards a specific Twitter user, Hashtags are public messages attended to be associated with a specific theme, topic or event. The hashtag makes it easy for interested parted to track the conversation, e.g. #SLA2014 for this # Retweet: I liked your message, and I am passing it along RT

Twitter asks users “What are you doing or reading?” #SLACID #SLA2014 Official Business Presence PR Marketing Customer Service Recruiting Individuals Employees Customers Experts thechrisvossshow.com/how-top-brands-are-using-twitter-infographic /

Twitter offers great search functions! #SLACID #SLA2014 You do not need to have your own Twitter account Make lists of search terms Competitors Industry terms Product brands Noteworthy names Create RSS feeds of your searches to automate monitoring

Look for competitors’ official accounts Look in their marketing materials Search for lists of competitor employees or industry experts on Listorious Search for mentions of competitors’ names and industry terms in Twitter user’s profiles Listorious Twellow Find individuals you want to track #SLACID #SLA

LinkedIn: the professional social network #SLACID #SLA2014 Information about professionals in resume-like profiles Company and industry groups for active discussions Aggregate user data for company statistics and information

Get to know LinkedIn’s advanced search #SLACID #SLA2014

Company profiles have a wealth of detail #SLACID #SLA2014 Statistics Hiring, promotions and departures Open positions Culture Remember that company data is based on aggregated employee self- reporting You can also “follow” companies of interest to track them over time

Quora: Question and Answer #SLACID #SLA2014 Users ask questions and other users answer them Sometimes industry and company-specific topics Users vote up their favorite answers Based on real identities, so you can assess respondents expertise Follow topics and users of interest

Slideshare: Post your PowerPoint Here #SLACID #SLA2014 Users post PowerPoints to the site Easy sharing Promotion Education Sales and marketing Use the same keywords from your other search list

Trending Analysis #SLACID #SLA2014 DYI with Excel, but it takes time & effort Mine social media to do your trending for you… Hire experts!

1.Industry movement 2.Opportunities 3.Early Warning Signs 4.Recruitment 5.Trends/Changes 6.Develop Thought Leadership So what? How can I really use this stuff? #SLACID #SLA2014

Questions? Comments? & Contact #SLACID #SLA2014 Zena Applebaum Director of Competitive Intelligence Bennett Jones LLP, a leading national and International law firm based in Canada. Her primary responsibilities include conducting analyses of market and competitor performance to inform the firm’s strategy, business development, client relationship management, counter- intelligence and marketing. Tying it all together, she enables strategic collaboration throughout the firm via the firm's award winning intranet. She brings a unique perspective to intelligence and the dynamics of market and industry issues as a result of broad business development, marketing, and corporate research experience across a variety of sectors. Zena is a frequent writer and speaker on competitive, market and business Intelligence topics in Canada and abroad. Zena is a member of the SCIP Board of Directors and is currently the Chair Elect Special Libraries Association Competitive Intelligence Division, and a member at large of the Professional Marketing Forum. Zena has a joint academic and applied Masters degree in Communication and Culture from York and Ryerson Universities. Director, Competitive