Presented 4/19/13 at the fabulous BlogaTech conference in DC

1. Competitive Intelligence
on a startup budget.
April 18, 2013

2. What do you want to know?

3. Before you can plan, you need context.
•Competition
•Industry
•Brand position in the marketplace
•Target audience (lifestyle, demographics, etc.)
•Opinions, reviews, satisfaction, dissatisfaction…
•Benefits

4. What is your objective?
•Launch campaigns
•Awareness
•Drive traffic
•Outreach
•Product/service development (testing)
•Other consultation –partners

7. Tools You Can Use – Mention
• Make it an alert
• And share

8. Tools You Can Use – Biznar (Feed)

9. Tools You Can Use – Social Mention (Feed)

10. Enter Netvibes

11. Enter Netvibes

12. Enter Netvibes

13. Enter Netvibes

14. Enter Netvibes

15. What else can I monitor?
• Instagram feeds
• Anything with a search feed/RSS feed
• Twitter searches
• The possibilities are endless

19. Can I talk a second about Boolean Searching?
• Garbage in, garbage out.
• Most systems allow for advanced searching.
• Think about your search terms.
• What do you want in?
• What don’t you want in?
• Any whole sites to eliminate?
• Date parameters?
• Any search terms that bring a ton of spam?
• Okay, enough of that. Sorry.

20. Now what?
• All the data in the world does not make a strategy.
• Drill down into the results to get specific information – be
creative.
– Think like a strategist.
– Ask questions.
– Use your imagination.
– Test your theories, look for examples in the real world.
Now – what else do you need to know? Good strategic
research often leads to more questions!

21. What can you do with all this new knowledge?
• Use it as inputs along with other research, knowledge,
feedback.
• Consider implications – are they widespread? Isolated?
• But wait, there’s more…

22. Spotting Trends is Vital
Trends are a great way to spot deltas which often provide
indicators of the health of campaign.

23. But seriously, what can I measure?
WHO - Who interacted? What do you know about these
consumers?
WHAT - What was discussed? What was shared? Engaged?
WHERE - Where were the conversations happening - social
channels or geography?
WHEN - When did the results happen? Context?
WHY - Why were consumers engaging or feeling this way?
HOW - How much of an impact did the social marketing have?
How do results hold up against benchmarks? How do they
translate to brand metrics? How does this add to the bottom
line?

24. Listen.
Monitor.
Knowledge is power.