a step-by-step approach to content curation for market intelligence
TRANSCRIPT
A step-by-step approach to content curation for market intelligence
Guillaume Decugis Co-Founder & CEO - Scoop.it July 25, 2017
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More and more information. From more and more sources.
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Information overload
“Getting information off the Internet is like taking a drink from a fire hydrant.”
Mitch Kapor
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New filters are needed
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Internal stakeholders also have their own sources
How to get their attention?
What’s the value of corporate market intelligence?
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The role of Market Intelligence is shifting from collecting information to analyzing it and providing value
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Our experience
Private version of Scoop.it
Launched in 2014
~50 Enterprise and midsize clients
~5,000 users
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7 critical steps for collaborative content curation for market intelligence
1. Automate the collection of relevant information
2. Organize: segment market intelligence by topic and stakeholder groups
3. Analyze: enrich curated information to add value
4. Define the right distribution channels
5. Control access in a user-friendly way
6. Collaborate and encourage participation
7. Measure results
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1. Automate the collection of relevant information
Filter trusted content sources
Discover new topic-relevant content and sources
Leverage:
Advanced filters (negative keywords, domains, etc…)
Ranking capability (popularity, trends…)
Automation saves time and provides richer and more relevant information.
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2. Organize: segment market intelligence by topic and stakeholder groups
Segmentation improves relevance and impact.
Execs
Sales
Marketing
Your stakeholders
Competitive intelligence
Market data
Strategic trends
Industry topic #1
Industry topic #2
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3. Analyze: enrich curated information to add value
Insight
Summary
Commentary
Expertise (own or contributed)
Enriching curated information drives engagement and readership.
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4. Define the right distribution channels
Email is probably a safe bet:
Everybody has it
Easy to set up
Mobile friendly
But:
Email newsletters add to information overload for recipients
Push only - not on demand
Short-lived (no going back in time)
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4. Define the right distribution channels
Make your market intelligence available on-demand through an information archive.
Information archive:
Searchable
Tags and filters
Visual
Integrated (intranet, LMS…)
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5. Control access in a user-friendly way
Security is important but nobody likes too many clicks to read information.
Define access control consistently with your market intelligence organization.
Leverage user-friendly systems such as SSO to ensure content privacy.
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6. Collaborate and encourage participation
Identify internal influencers:
social network participation
news sharing
Empower them through simple participation workflows
Reward them through exposure and visibility
Participation brings expertise and distribution.
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7. Measure results
Measure overall readership
Identify performance by topic and stakeholder group
Adjust accordingly
Measuring readership and topic performance provides a basis for continuous improvement.
Thank you!
For more on Scoop.it Knowledge Sharing or to request a personal demo: http://www.scoop.it/knowledge-management/
Follow-up questions: [email protected]
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