ICI-25 - Digital Intelligence
Analysis Methods, Community Building, Trends
 The analysis of digital communication makes a significant contribution towards the generation of market and competitor knowledge. The advantage of the Internet, the quick, seismographic recording of impulses and opinions, can be directly capitalized upon.
The Internet has since become a marketplace for opinions, a platform for testing and launching new trends and an influential component in the competitive arena. Digital communication is important. Because it is available, because it is growing and because it influences target groups such as consumers, patients, voters, decision makers, journalists and activists etc.
The drivers are primarily investigative multipliers, authors of blogs and opinion leaders in networks. Digital intelligence describes the search for early signals, patterns and trends in digital communication. By including and analyzing quantitative and qualitative insights, companies can seize opportunities and avoid risks.
Topics and target groups are identified from their profiles, problems, positions, statements and decision-making processes, and followed over time. Sustainable factors for success include the development of dialog with relevant multipliers as well as suitably designed internal processes and networks.
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Results
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The workshop includes an overview of the current developments in digital communication (Web 2.0 and Social Media Management), enabling you to professionally evaluate potential for CI projects.
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The workshop introduces innovative analysis methods, enabling you to identify valuable quantitative and qualitative patterns and early signals from the digital noise. You will become familiar with examples of the SONAR, MONITOR and FOCUS analysis formats.
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You will understand how to systematically analyze communication networks within and outside of the company. You will discuss the cornerstones of community building in order to be able to support your own networks.
Workshop foci:
Basics
- Collective intelligence
- Digital communication
- Introduction: The Shampoo Case
Areas of analysis
- Searching for information
- Understanding of content
- (Social) network analysis
Application scenarios and examples
- Focus: Development of target groups and subject areas
- Monitor: Recognition of changes over time
- Sonar: (Early) detection of risks
Recommended courses of action
- Networks and community buliding
- From observation to Social Media Management
More Information
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