Keeping a finger on the pulse
 The significance of being able to detect emerging opportunities and threats as soon as possible cannot be overestimated.
The Internet is probably the most effective "early detection system" because of its "built-in" seriousness indicators:
• On the consumer-generated intelligence
 front
Not everything said or done necessarily generates significant market impact. What does, is quickly reflected in measurable behavioral and attitudinal terms.
• On the corporate-generated intelligence front
Internal developments as well as actions initiated by competitors, hostile entities and the operational environment can also be similarly detected and tracked to assess development and occasionally home-in on sources.
Monitor what?
OPPORTUNITIES |
THREATS |
● Emerging needs and demands
● Competitor moves
● Immediate feedback from product
launches
● Immediate feedback from
advertising, promotion and PR
initiatives
● Immediate feedback from exhibitions
and shows
● Emerging agendas and trends
● Etc. |
● Information leaks
● Competitor moves
● Brand abuses
● Policy violations
● Product rejection or defects
● Service grievances
● Corporate reputation threats
● Rumors and misinformation
● Etc. |
1st2c "Early Warning" technology
1st2c Red Cat is a relevance-focused and context-based alert technology.
The system monitors the occurrence of targeted search-terms on a broad range of qualified sources on a day-by-day basis.
It features a unique mission-scaleable mechanism of alerts triggering when fluctuation in the volume of keyword mentions exceeds a designated level. With this module the system ensures that potential opportunities and threats are noticed and investigated.
The system also tracks:
• The most active networks (influence hotspots)
• The development of mind-sharing activity on each network
• The most active participants ("opinion leaders")
• A broader reach of each source (passive viewers vs. active participants)
• The "Interest lifespan" of tracked issues
1st2c "Track & Alert" Technology
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1st2c "Early Warning" methodology
Most decision makers want to be alerted when the situation warrants alerting.
1st2c meets this demand with a computer-aided expert-managed methodology.
The system is being programmed with a mission-adjustable "alert trigger": It calculates the periodical average of each search-term occurrence and activates an alert when such level occurrence fluctuates beyond a predefined level. Alternatively, the system can be "briefed" to look for a predestinated fluctuation level. The analyst then investigates the reasons for the fluctuation and submits an immediate report.
Ongoing periodical reports are also submitted on a regular basis to follow up on possible slowly evolving trends.
1st2c "Early Warning" Methodology
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Examples:
| Marilyn Manson's fans disclose what makes him hot |
1st2c monitored the online resonance for Marilyn Mason, finding occasional dramatic fluctuations in references to the artist.
Analyst investigation revealed that these fluctuations were triggered by "love-hate" polls that started critical opinions. Immediately thereafter, these polls were swarmed by Marilyn Manson's fans defending their star. Research showed that Marilyn Manson's followers are highly net-active, and enabled to portray a rare profile of what drives Manson's market appeal.
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| McDonald's customers reveal the secondary effects of a trust crisis |
McDonald's experienced several health-related crises, one of which involved the failure to disclose the presence of gluten in french-fries, thus risking celiac patients with adverse effects.
Alert analysis revealed that in addition to the expected resentment resulting from "betrayal of trust", customers expressed another emotionally-loaded grievance: parents to children suffering from celiac disease, who could no longer allow their children the indulgence, also felt they cannot trust McDonald's offering them alternative items or menus.
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