rethinking the intelligence cycle using social media
DESCRIPTION
Social media inside and outside the enterprise changes every stage of the traditional intelligence cycle. Social media moves more quickly than traditional media, gives us a two-way intimacy with sources and stakeholders and upends long-standing assumptions about secrecy. Technology and platforms change quickly, and CI professionals must develop an ability to experiment and adapt to these changes.TRANSCRIPT
Rethinking the intelligence cycle using social media
August Jackson
12 June 2014
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The context for knowledge: our organization
EY is an organization of member firms operating in 150 countries.
► We collaborate globally to offer audit, tax, transaction and advisory services.
► Each service line has a wide, diverse range of business units and offerings.
► Our organization is constantly growing and evolving.
We compete in a market where insights are the product: knowledge is and will be a key differentiator.
Rethinking the intelligence cycle using social media
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The context for knowledge: our people
Our 175,000 people are our greatest asset.
► Their collective intelligence drives a client experience that is connected, responsive and insightful.
► They could be working from any site in any location.► We have a large population of millennials accustomed to
being self-sufficient through the internet and connected by social networks.
We must be able to connect people to each other and to the best of EY’s knowledge anytime, anywhere.
Rethinking the intelligence cycle using social media
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Social media impacts every stage of the intelligence cycle
Plan
Collect
ProcessAnalyze
Comm-unicate
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Information is moving from proprietary sources to social platforms
Plan
Collect
ProcessAnalyze
Comm-unicate
►Align decision support and Key Intelligence Topics (KITs) with social media intelligence
►Understand how social media compliments your other intelligence activities
►Choose your social media platform(s) based on your requirements and market
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Examine your decision support needs and KITs for their social media potential
Rethinking the intelligence cycle using social media
Who are your stakeholders?
What business decisions do they need to
make?
What knowledge do
they need?
What intelligence
can we provide?
How will we develop that intelligence?
What analysis will we
perform?
What information do
we need?
Who holds that information?
Are they likely to share that information
via social media?Where? How will you
collect it?
How will you process and analyze it?
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Social platforms have distinct value propositions for competitive intelligenceFacebook ► Official marketing presence for competitors
► Business-to-consumer organizations are more likely to actively use Facebook as a marketing platform
► Useful to track competitor recruiting activities, particularly those focused on university graduates and young professionals
LinkedIn ► The professional social network ideal for recruiting, job hunting and networking
► Individual and company profiles
► Discussions in industry-specific groups
► Useful for developing profiles of prospective primary sources
Twitter ► Official marketing presence by companies and brands
► Use in marketing, PR, customer support and recruiting
► Often favored by academics, pundits and journalists
► Commentary from individual employees and customer
► Useful for broad collection and building an expert network
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Collection becomes about farming, not hunting and gathering
►Allows us to cast a wide net
►Elements of primary and secondary collection
►Near real-time stream
Plan
Collect
ProcessAnalyze
Comm-unicate
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Experiment with free and inexpensive social media monitoring methods and tools
Price
High
Low
Monitoringand listening
Limited Robust
Source: Oram, Nicholas. “Social Media/Web Collection Tools.” Mercyhurst University.
Simply Measured
Engagor
Radian 6
Sysomos
Digimind
Cyfe
Quintly
Tweet Archiv-ist
Twitonomy
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Look beyond traditional authority to build a network of curators who scan and interpretThink about your engage-ment plan
1. Plan to spend 3-6 months building a social media presence and engaging with your targets.
2. Understand who your targets are, and how can you reach them directly and indirectly.
3. Budget your time accordingly: 30-60 minutes a day while you get up to speed.
Create your own professional profile
1. Choose a unique handle; make it as short as you can.2. Have a professional photo or appropriate tasteful image.3. Write a short but clear description of your area of expertise. 4. Include a link to a blog or LinkedIn profile.5. Clarify your corporate affiliation and that opinions are your own.
Find experts on Twitter
1. Use a search engine to search for known experts on Twitter.2. Look for other relevant lists that other Twitter users have added your targets to.3. See who else is on these lists.
Build rapport with your experts
1. Start by retweeting content you find noteworthy to your followers.2. Comment on tweets from others with public @ messages. Be supportive.3. Direct items you know will be of interest to specific people. As people see your
value they will follow and message you, too.
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You will need to apply new criteria to process information from social media
Plan
Collect
ProcessAnalyze
Comm-unicate
►Expanding beyond traditional authorities requires new verification and validation.
►You will need to focus on the specific social media data that will inform your analysis.
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Journalists and humanitarian groups developed methods to assess social media validity
► It’s better to emphasize validity over speed.
► Seek multiple independent signals to improve credibility of the information from social media and other sources.
► The credibility of information you find is intimately tied to the reliability of the source.
Andrew Carvin, formerly of NPR, used Twitter to crowd source real-time coverage of the Iranian Green Revolution and the early days of the Arab Spring.
Photo by Denis Bocquet
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Credibility of information is intimately tied to the reliability of the source
► Can you verify the identity of the source?► Do they have a complete and professional-looking social
media profile?► Are they present with a consistent presence across social
media platforms?► What is their history or longevity on a given social media
platform?► Whom do they follow, message and retweet and who
follows messages and retweets them?► Do they maintain authoritative lists and do they appear on
authoritative lists with other known experts?
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Effective social media intelligence requires considering a range of information
► Quantitative metrics
► Content► Sentiment
► Volume► Aggregate
data
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Social requires new analytical techniques, bringing new information to existing methods
►Volumes of social content requires semantic analytical capabilities.
►Social platforms drive new types of content to existing analytical methods.
Plan
Collect
ProcessAnalyze
Comm-unicate
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Social moves us from snapshot analytical methods to analysis of information streams
Objective Traditional tool kit Social intelligence tool kit
Industry dynamics
► Porter’s five forces► Value chain analysis
► Interaction among industry players► Response to market changes
Competitive landscape
► War games► Benchmarking► SWOT
► Track product and service uptake
Future trends ► STEEP/PESTLE► Scenario planning► Competitor trend exposure
► Weak signal analysis► Crowd sourcing
Customer insights
► Win loss► Focus group
► Sentiment and buzz analysis► Influencer intelligence
Based on Harrysson, Martin; Metayer, Estelle and Sarrazin, Hugo. “How social intelligence can guide decisions.” McKinsey Quarterly, November 2012. Accessed 2 June 2014.
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Social media inside the enterprise changes how we communicate
►Enterprise social enables two-way discussions, in close to real-time, across flattened hierarchies.
►The platforms make it easier to target specific insight.
►As such, internal social platforms can displace legacy intelligence portals while external platforms enable private curated news briefs.
Plan
Collect
ProcessAnalyze
Comm-unicate
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Social media enables competitive intelligence at EY
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The views expressed by presenter are not necessarily those of Ernst & Young LLP.
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