vigilanciacompetitiva - vitoria-gasteiz
TRANSCRIPT
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Jesús Lizarraga@JL_picard
[email protected]://www.linkedin.com/in/jlizarraga
http://mukom.mondragon.edu/socialmedia
Vigilancia CompetitivaVigila a tus competidores y conoce tus mercados
#vigilanciatecnologica@vg_empleoformac
Mayo 2017
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Temario
• Introducción a la vigilancia competitiva y tecnológica• Sistemas de Vigilancia • Identificar las fuentes de información • Búsquedas avanzadas • Google CSE • Alertas • Conclusiones
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VIGILANCIA COMPETITIVA
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¿Por qué?
• Para detectar sitios influyentes• Para averiguar tendencias de consumo
– Nuevas demandas o necesidades de los clientes• Para obtener ventaja frente a la
competencia• Detectar amenazas
– Nuevos competidores/productos, cambios legislativos
• Para innovar productos o servicios• Para encontrar nuevos nichos de mercado• …
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Preguntas clave
• ¿Cuál es el objetivo?• ¿Qué hay que vigilar? ¿Qué
informaciones buscar?• ¿Dónde localizarlas?• ¿Cómo organizar y tratar la información?• ¿A quién comunicar la información en la
empresa?• ¿Qué recursos vamos a destinar?
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En Internet …
¿Qué busca la gente?¿De qué se habla?
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Tareas básicas
ObservarAnalizarUtilizar
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Factores a vigilar
• Tecnologías • Mercados• Clientes• Proveedores• Entorno• Productos• Competidores
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Tecnologías
• Maquinaria y tecnología industrial• Avances técnicos en el sector• Maquinaria y tecnología de la
competencia• Patentes de la tecnología y del diseño
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Clientes
• Necesidades reales y potenciales• Demandas reales y potenciales• Hábitos de consumo y
comportamiento• Perfiles de los consumidores y clientes
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Productos
• Líneas de producto existentes en el mercado– ¿qué productos/servicios pueden ser los más
adecuados para comercializar en un mercado concreto?
• Productos de la competencia y su impacto en el mercado– ¿qué competencia existe?
• Investigación y desarrollo de nuevos productos
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Tipos de vigilancia
• Tecnológica• Competitiva• Comercial• Socio-económica
Vigilancia Estratégica
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¿Quién hace vigilancia?
• Uno vigila para todos….. (ya superado)
• En la actualidad, todos vigilan y comparten la información
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FASES DE UN PROCESO DE VIGILANCIA
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Fases de un proceso de Vigilancia
• Identificar necesidades (Retos –Objetivos)
• Captación de la información• Selección y análisis• Distribución• Tomar decisiones
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Identificar necesidades
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Objetivos – Retos estratégicos
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Identificar necesidades
• Factores críticos de vigilancia (FCV)– Volumen de ventas– Patentes– Especificaciones técnicas– Nuevos proveedores de XXX– Noticias sobre la tecnología XXX–…
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Definición de FCVs
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Estructura Entorno de Vigilancia
Fuentes de información
Agregador de Feeds -Repositorio
RSSAlertas….
Blog RedesSociales
EmailFavoritos2.0…
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Fuentes de Información
• Dos tipos de fuentes:• Formales o electrónicas
• BBDD, Artículos, fichas,…
• Informales o primarias• Personas, empresas, instituciones, entrevistas,…
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FUENTES DE INFORMACIÓN
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Web Corporativa
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Portales
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Salas de Prensa
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Blogs
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Foros
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Bases de Datos
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Prensa
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Redes Sociales
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… en la práctica … nosvemos desbordados
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Buscadores
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Los más utilizados
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Los 5 buscadores más utilizados
Google:• Mundial: 89%• Europa: 92%• España: 94%• Euskadi: 97%
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No olvidar
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Rusia:• Yandex 49%• Google 44%
China:• Baidu 63%• Haosou 23%• Google
2.9%
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¿Cómo funciona Google?
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Fundamentos de los motores de búsqueda
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1- Rastrear la web
La web: 30.000 millones de páginas
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2- Indexar
Base de datos de Google: 100.000 TB
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3- Ranking de resultadosA la hora de establecer el ranking de resultados
intervienen más de 200 factores distintos
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44
Como Google analiza nuestro sitio …
… y responde a las solicitudes
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Google – “Universal Search”
45
Web NOTICIAS MAPAS IMÁGENES BLOGS Otros
Crea el índice multi formato
Decide que resultados mostrar
Y más…
Fuente:www.overalia.com
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La Web Oculta
¿pero?
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BÚSQUEDAS AVANZADAS
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Formulario: Búsqueda avanzada
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BÚSQUEDAS AVANZADASSINTAXIS DE BÚSQUEDA
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Conceptos básicos de búsqueda
http://bit.ly/BusquedasGoogle
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Conceptos básicos de búsqueda
Búsqueda de frases: “Tecnologías de corte de chapa”
Búsqueda en un sitio en concreto:fagor site:elpais.com
Excluir términos:virus –software
Comodín:“fagor invertirá * millones en”
Rangos numéricoslavadora precio 300..600 euros
El operador ORfagor lavadoras OR cocinas
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Operadores avanzados de búsqueda
http://bit.ly/operadoresBusqueda
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Operadores avanzados de búsqueda
allinanchor: fagor buen precioallintext: lavadora excelenteallintitle: electrodomésticos mejores preciosallinurl: fagor prensacache:www.fagor.comfiletype:pdf informe fagorlink:www.fagor.comrelated:www.renault.es
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MULTIMEDIA
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BÚSQUEDAS AVANZADASBÚSQUEDA DE IMÁGENES
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Imágenes
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Más tamaños
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Opciones
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BÚSQUEDAS AVANZADASBÚSQUEDA DE VIDEOS
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Videos
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Opciones
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Búsqueda de contenidos con licencia de Creative Commonshttp://search.creativecommons.org
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BÚSQUEDAS AVANZADASBÚSQUEDA EN BLOGS
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icerocket
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BÚSQUEDAS AVANZADASBÚSQUEDA EN FOROS
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Boardreader.com
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BÚSQUEDAS AVANZADASBÚSQUEDA EN NOTICIAS
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Noticias
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BÚSQUEDAS AVANZADASBÚSQUEDA EN TWITTER
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http://search.twitter.com/
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Keyhole.co
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BÚSQUEDAS AVANZADASOTRAS HERRAMIENTAS DE
BÚSQUEDA
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METABUSCADORES
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84
Metabuscadores: www.dogpile.com
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www.ixquick.com
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Oficina Española de Patentes – http://www.oepm.es/
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