Presented to: KMWorld & Intranets 2003 October 14-17, 2003: Santa Clara, CA

1. Presented to: KMWorld & Intranets 2003 October 14-17, 2003: Santa Clara, CA Presented by: Arik R. Johnson arik.johnson@aurorawdc.com Managing Director, Aurora WDC Competitive Intelligence Weblogs:Building Market Monitoring Capabilities with Rapid Analysis ToolsUsing Weblogs to Accelerate Delivery of Recommendations to Decision-Makers and Enhance Current Awareness and Early Warning

2. The 12 Application Priorities of CI • Current Competitor Activities and Strategy Monitoring • Customers, Vendors and Other External Allied Monitoring • Operational Performance Benchmarking • Product/Service Sales and Marketing Support • Strategic Probabilities and Possible Futures • Internal Knowledge Management • Intellectual Property Exploitation and Protection • Mergers, Acquisitions, Alliance and Investment Support • Long-Term Market Prospects & Spotting Weak Signal Blindspots • Counter-Intelligence & Information Security • Legislative and Regulatory Activity and Impact on Business Issues • Executive Decision-Support and Competitive Strategy Planning

3. New Tools for Traditional Tasks • “Weblogs” & Fast Analysis • What is a Blog, anyhow? • Why Weblogs for CI (or anything else)? • 80% of Necessary Intel Exists w/n the Firm • De facto Communities of Practice • The Intelligence Newsletter • Traditional CA/EW Function & Format

4. Market Blog Process Newsfeed from Secondary Sources & Alert-Filter System Tweaks, Topic Mods & Overhaul Human Filter, Comment & Summary Analysis Frequency: Daily, Semi-Weekly, Monthly 2nd Sources: XML Newsfeed Subjects: Companies, Markets, Geographies, Behaviors Customers: Ranges from Salesforce to Executive Staff Alert Thresholds: Out-of-Schedule Notifications Recommendations & Content Broadcast Feedback for Q&A Ad-Hoc Followup with Primary Sources

5. Aurora “Recon|G2” Example Case • Uses Traction TeamPage, Moreover XML Newsfeed; Key Decision Feature: Robust Security & User Authentication, Strong RSS XML Support • Service currently rolled out for more than a dozen Intelligence Outsourcing Clients for Daily Event and Behavior Monitoring Applications • Primarily Targets Tactical Salesforce Personnel • Exists as an Adjunct Solution Subset of a broader series of Research Services

6. The Intelligence Weblog • Collect, link, synthesize, and distribute high value information from all secondary sources • Provides shared access to selected peers and relevant information across working groups • Provides instant access to information organized by time, topic and importance, in context • Allows fast input of recommendations on situation analysis of events, behaviors and anticipated changes of course.

7. The Intelligence Challenge • Collect, organize and analyze information from prolific and scattered internal and external sources • Provide market and competitive updates • Respond to questions and requests • Write thought pieces to guide the organization on a strategic path

8. Current Tools • Email for responding to requests and broadcasting information • File systems, groupware and email folders for information repositories • Generally available CI tools do not flexibly manage and connect knowledge, in context, over time, without sophisticated and expensive knowledge management enablers

9. How the Weblog Fits • Blogs help the intelligence team: • Manage the intelligence process • Collect, connect, and synthesize knowledge • Build & grow a self-service intelligence knowledge-base • The information in the Blog feeds downstream teams’ information & decision-making flow • Blogs save time, improves efficiency, and maximizes the organization’s ability to leverage CI results • Removes the “plumbing” overhead from CI’s job, as well as the IT bottleneck

10. How it Works • How the Blog supports the intelligence process (one example): • Article is discovered and collected (or received via email) • Article is labeled and initial comments are added • Article is distributed via newsletter and Web news page • Reader asks a question • Analyst writes a response synthesizing relevant information • Readers are notified of the response

11. Find relevant article, publish with the Blog’s Instant Publisher, apply “headline” label. Discover & Collect

12. Constructive comments build knowledge capital and leverage the reading experience for the whole organization. Apply comments to note relevant industry trends Add links to related articles within article or comment Apply labels like “portal” and “data” to call out facts and speed later retrieval Comment & Label

13. Publish News Page & Summary Email Blog publishes to “Market Intelligence News Page” and article summary is distributed in Executive Summary email newsletter or RSS feed in XML.

14. Reader clicks through email Asks a question on paragraph Applies “To Do” label “To Do” appears on News Page Reader Asks a Question

15. Analyst searches for all articles with the “portal” label Blog displays articles in Brief view Analyst captures references in Blog’s Collector Research Response (1 of 2)

16. A new bulleted list is created from the Collector Research response is written and published And marked Done on the project News Page Research Response (2 of 2)

17. Readers learn about the response by: Email to the person who asked the question, directly from the Blog Executive Summary email Blog’s Front Page / News Page Recent Entries sidebar Blog generates PDF briefing book Notification

18. Downstream Teams • Analysts can flag information into Blog workspaces for downstream teams • Blog becomes a key resource for: • Exception reporting and key action tracking • Strategic planning • White papers • Product management • Engineering • Customer account teams • Other program teams

19. Online URL Resources • www.AuroraWDC.com/arj_cics_weblog.htm • www.TractionSoftware.com • www.Userland.com • www.Moreover.com • www.MoveableType.org • www.NewsGator.com

20. Thank You Screen Shots Questions? • Contact info: • Arik Johnson • Email: arik.johnson@aurorawdc.com • Phone: 715-720-1616 ext. 111