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Given by Tim Walker of Hoover's, Inc. at the 2009 annual meeting of the Society of Competitive Intelligence Professionals (SCIP)
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CI in a Web 2.0 World
Tim Walker – Hoover's, Inc.
24 April 2009
Humbly offered . . .
Itinerary
Which Web are we on?
Web 1.0
Web 2.0
Web 3.0
. . .
Web 2009.04.24
Social Media
~blogs~Flickr~wikis~listservs. . . etc.
What about you?
Mass
Mature
B-to-B B-to-C
Startup
Niche
Collection
The problem of search
The blessing of RSS
First steps
• Planning (+ exploring)
• Specialist blogs + RSS
• Google alerts + RSS
• Twitter search + RSS
• LinkedIn groups + Q&A
Processing
Two modes
Formal /
Analytic
Two modes
Informal /
Emotive
The emotive social Web
• Awareness of brand, product, etc.
• Sentiment
• Narrative
People talking
Contexts
• Vendors, employers, partners
• Hiring & firing
• Speeches & reactions
• “Citizen journalism”
• Etc.
Implications
• Market share / position
• Social brand management
• New tactics
• Etc.
Validation
Partnership
Evidence in context
A new type of game
An evolving ecosystem
Photo credits
• Coal• Newcastle• Flightpath• Traffic• Raised hands• Harvesting• Millwheel• Kirk/Spock
• Talking• Hallway• Validation• Squaredance• Evidence• Risk• Amazonia