Digital Intelligence - Social Network Analysis: Analyse digitaler Kommunikation (ICI-25)

Virtual Communities, Web 2.0, CI Portals

A company’s competitiveness is increasingly determined by the early recognition of moods and trends, competitor positioning and customer awareness, market opportunities and risks as well as proactive action. In this context, digital communication is becoming increasingly important: because it’s there, because it’s advancing and because it influences consumers, journalists and competitors. The drivers of its development are authors of blogs and opinion leaders in communities - who are also described as “investigative multipliers”. Digital space is increasingly becoming a marketplace for opinions and a platform for testing and launching new trends, as well as an extension of the competitive arena. Companies are beginning to use this innovative and investigate power to their own advantage.

• In the workshop you will be presented with an overview of the current developments in the area of digital communication (Web 2.0) in order to assess the potential for CI projects.
• You will understand how to identify and systematically analyze communication networks – inside and outside of companies. The success factor here is the understanding of the dynamics and operation of networked structures.
• You will be introduced to innovative analysis methods in order to identify intrinsically valuable quantitative/qualitative patterns and early signals out of this confusing digital noise.
• You will discuss the cornerstones of a “portal blue print” in order to be able to support your own networks comprehensively.
• You will recognize the significance and specific action opportunities for sustainable Community Building.

Workshop Focus:

1. Digital intelligence and network analysis

The analysis of digital communication makes a valuable contribution towards the generation of market and competitor knowledge. The advantage of the Internet, the quick “seismographic” recording of feedback, awareness and opinions can be directly capitalized. Opinion leaders and communities can be identified and allocated.
Digital intelligence incorporates the search for early signals, patterns and trends in digital communication. It includes the ability to purposefully handle these media formats and phenomena. The substantial benefits compared with traditional market research tools are the great speed, the open and undistorted reflection of customer opinions/arguments and the smooth transition to dialog.

2. Internal knowledge communities

Internal resources must also cooperate effectively. Internal knowledge communities or communities of practice are design models that enable transparency of knowledge to be achieved.  Issues of integrating the relevant persons involved and the requirement for information exchange and communication outweigh the technical aspects here. The workshop demonstrates that successful community building can be cultivated through clear approaches and action recommendations.