Social Media as a Source of Customer Insight and Competitive Intelligence

$1,950.00 plus tax ($CAD)

Is your Organization taking advantage of social media as a source of Competitive Intelligence? In this very practical and very interactive session, participants will discuss and demystify some of the opportunities offered by the social web as a source of Intelligence: How to best leverage social media to obtain information while doing research on companies or individuals? How can one mine the social web to obtain Customer Intelligence? Is it possible to trace and anticipate future competitors’ moves?

Is your Organization taking advantage of social media as a source of Competitive Intelligence? In this very practical and very interactive session, participants will discuss and demystify some of the opportunities offered by the social web as a source of Intelligence: How to best leverage social media to obtain information while doing research on companies or individuals? How can one mine the social web to obtain Customer Intelligence? Is it possible to trace and anticipate future competitors’ moves? The course will include techniques to obtain customer information and analyze customer segment, tools and sources to scan competitors’ strategies and tactics, methods to identify and map key influencers, and finally thought-provoking methods and sources of information to tackle trends analysis and news scanning. Participants will also have the opportunity to discuss data privacy, the validity of the information gathered and will learn not to leave footprints on the Web.

What you get when you register:

  1. The complete course material to allow you to continue learning after the course
  2. The opportunity to practice what you have learned: each participant receives a full set of case studies and exercises
  3. The “Bookmark Toolkit” which summarizes the best 150 bookmarks in Competitive Intelligence and Market Analysis
  4. Unlimited support if you have questions after the course, for a period of one year

This course is designed for executives and managers who work in competitive or strategic intelligence, market research who wish to unlock the potential of the social web as a source of intelligence.You might be working in the following departments or companies:

  • Competitive Intelligence
  • Strategic Analysis
  • Market Research and Analysis
  • Financial Analysis
  • Business Development
  • Marketing
  • Document or Information Management
  • Strategic Planning
  • Corporate library
  • Human Resources
  • Recruiting Firms
  • Start Ups
  • Venture Capital

Course program content

Introduction to Social Media
Discover the key social media sources of information and learn to use them; dispel some social media myths.

Change behavior by replacing traditional search techniques with social media research
Decide when social media can get you the data you need faster than traditional search engines. Learn to decide which tool to
choose depending on your objectives; discover new interesting functionalities, investigate and compare the tools. Discover the new Social Intelligence Cycle.

Scan competitors strategies and tactics
Learn to identify and track your competitors’ presence on social media: employees, former employees, as well as the official
websites.
We’ll demystify also how one can “read between the lines” and capture future strategic intent and future growth
areas. Track strategic intent as well a marketing tactics.

Gain Customer Insights using social media
Learn to segment your market using your customers’ interactions on social media. Track emotions, sentiments and
opinions. Summarize findings automatically.

Identify and map key influencers
Track who is influencing the customers and stakeholders, specifically learn to reach out to those influencers. We will
also learn to track a competitor’s or a decision-maker’s influencers. Pick-up the Art of discussion on various social
media platforms.

Study people profiles
Using a case study, put on your detective had and track biographical details about a particular company executive or
expert. Discuss various sources of personal information and how to validate and compare results obtained. Understand
the ethical boundaries about researching people.

Leverage social media to track future trends and build a solid network of experts and futurists
Explore the best sites and resources available to pinpoint key trends likely to have an impact on your industry. Test
software and tools that map out weak and strong signals in your industry. Learn about sites where experts can be found
on the social web, discover how to compare the `social capital” and influence. Learn the tricks to approach an expert
via social media, get him/her to answer and connect with you or your company.

Automate news screening and press clipping
Use intelligent agents; customize your news sources; follow-up automatically companies and individuals; create
a daily review of news; launch a magazine internally; discover the power of curation (note, for those participants
who opted for the *ipad option, set-up your ipad to create your personalized newspaper and news scanning). Create
social media stories and understand how to us analytics to track impact.

Building a social media strategy: a practical Case study
Using a case study, practice what you have learned in this intense seminar, from the definition of the objectives of your
(or your company’s ) digital strategy, to the implementation of the project.

 

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