Comintelli SCIP Webinar - Effective Media Monitoring for CI Purposes
25
Effective Media Monitoring for Competitive Intelligence purposes (aka Why can´t I just use Google?)
-
Upload
comintelli -
Category
Data & Analytics
-
view
594 -
download
0
Transcript of Comintelli SCIP Webinar - Effective Media Monitoring for CI Purposes
Effective Media Monitoring for
Competitive Intelligence purposes
(aka Why can´t I just use
Google?)
Today’s Presenters
Jesper Martell CEO, Comintelli
Christian Bjersér SVP, Comintelli
About Comintelli
A Swedish software company that provides a cloud-based service for information access called Intelligence2day®.
Intelligence2day® helps users manage their unstructured information more effectively.
Focus on solutions for: • Competitive Intelligence (CI) • Knowledge Management (KM)
Agenda 1. What is media monitoring
for CI? 2. Steps towards effective
media monitoring 3. So what about Google? 4. What options are there? 5. Effective Monitoring 6. Conclusions 7. Q&A
What is Media monitoring? The process of reading, watching or listening to the content of media sources on a continuing basis. Media sources include both: • News media (internet, newspapers, trade
press, magazines) • Social media (Twitter, blogs, forums)
Key Tool for: • Public Relations (PR) • Competitive Intelligence (CI)
Media monitoring for PR vs CI
Purpose • Measure Exposure.
Need • Frequency • Content no so relevant
Purpose • Market Awareness Need • Relevancy • Filtering • Content very relevant.
PR CI
3 Steps for Effective Media Monitoring
1. What? 2. Where? 3. How?
1. What do you want to monitor? Create a Monitoring Map, define what are important topics!
2. Where is the information?
What kind of media needs to be monitored?
?
3. How to collect & store?
So what about Google?
• Its free! • User friendly • Great starting point
• Do incorporate in CI work as
one source, but dont use it as the only source
Issues with Google
● Just too much.... no control over sources.
● Paid ads = manipulated rankings.
● Everything you search for is tracked by Google, they know alot about you...
Google: ”King of United States”
Google: ”stephen colbert height”
“I’m 5-11 – that’s me, Brad Pitt, Russell Crowe – these are my peers. When we’re in the steam room naked no shoes, we’re looking at each other eye-to-eye…seriously, 5-10? Those are Matt Damon numbers,” raged Colbert.
Google: ”What is 411”
Alternative options
1. Direct Feeds (such as RSS feeds)
2. Web Crawlers 3. Content Aggregators
(paid content)
Direct Feeds
Pros • Simple • Free • Focused
Cons • Limited scope • Usually not full access • Requires RSS Reader tool
Web Crawlers • Pros
• More focused • Deep web • More advanced search
criteria
• Cons • Not full access • Quality? • Overload. Duplicates. PR
focused
Content aggregators
• Pros • High quality • Full access • Search capabilities • Highly configurable
• Cons • Higher cost • Learning curve
Direct Feeds
Web Crawlers
Content Aggregators
Effective Monitoring
Combine all sources and topics in one single platform
Conclusions
• Monitoring goes Vertical – Industry focused – Relevance improves dramatically if
better industry context is provided
• Less is More – CI needs relevance, not most number
of hits... – Quality control over sources and
feeds
Questions & Answers!
www.comintelli.com www.intelligence2day.com
