Bob Arno on competitive intelligence

Slovenia Twitter-bird?
Slovenia Twitter-bird?

I (@bobarno) recently wrote about my reluctance to use Twitter and the pros and cons of sharing information with everyone who might be a follower. Not about the benefits of twittering, which I fully appreciate and understand, but about my own reservations and the extent of my own involvement. My concerns were competitive intelligence repercussions, and maybe my own desire to be as spunky (in a tweet) as I try to be on stage.

Well, this is obviously a timely subject matter, faced by many busy executives. In the last couple of weeks conversations with like-minded entertainers, speakers and bookers have all raised similar concerns. On May 27, Molly Murray-Threipland (who often writes about twittering in The New York Times), made the observation that it isn’t teenagers who are the largest tweeting group, but the 45 to 54’s.

Just three weeks after I wrote my own blog post, Business Week (May 21) dedicated its main theme, cover page, and several articles to the same issues. The two lead stories were Learning, and Profiting, from Online Friendships and Web 2.0: Managing Corporate Reputations.

In Managing Corporate Reputations, Gina Poole, vice-president of social software programs and enablement at IBM—that’s right, her life centers solely on how to train and harness IBM’s employees’ twitter posts—said, “You’re building your social reputation, so you don’t want to be a frivolous or an uninteresting person,” and the article summarizes “while many see Twitter as a place to indulge one’s inner self, IBM wants employees to “add value” in all their online postings.” Of course that’s seen from the perspective of the corporation and its concern of corporate image and identity.

kevin-mitnick-quote

On being perceived as mundane versus a source of brilliant repartee with deep content, take look at Kevin Mitnick’s tweets. Kevin (@kevinmitnick), one of the world’s most famous or infamous hackers, depending on your point of view of anyone who has served time in “the box” (prison-slang for a full-board vacation, courtesy of the U.S. government), twitters occasionally and has many followers. Kevin is an astute …˜social engineer’ (maybe one of the all-time best), a great observer of human behavior, and equally funny (privately at least); but Kevin does not share his latest skill sets or pen-testing exploits in his tweets. A follower (of Kevin’s) recently complained: “You never tweet anything interesting! Just your travel schedule. Tell us what you’re working on. something! Unfollow.” Kevin replied “Sorry I don’t meet your expectations of tweeting interesting stuff meniscuss—maybe i should tweet your passwords—hehe.”

Of course what they really want is some insight in “hacking” so that they can do what Kevin does, for fun or profit. High-profile pen-testing is a murky world and probably very profitable for those with the ultimate knowledge base. The hackers at the top of the food-chain have strong relationships, globally, with the …˜bad guys.’ Is it conceivable that Kevin, or someone like Kevin would tweet: “in St Petersburg today hanging with Dmitri Androsov & the Hell Knights Crew, & we’re working on some cute BackTrack exploits.” Not a chance! Acknowledging sources, or anything that would let your readers deduce your ‘deep’ friends would have to be restricted.

That’s like me asking a pickpocket in Barcelona Continue reading

On Twittering or not

Bob Arno
Bob Arno

I love to look at Bambi’s Twitter communication. Short snappy funny bitchy snarky bright messages 140 characters long. I envy her exchanges. I wish I had a circle of friends who shared every thought the way Twitter was meant to be. Not as an extension of of our marketing work, but just simple fun exchanges of what we are doing at the moment with no intent to move a subliminal advertising message. Is that possible today among busy people?

But then the reservations sneak up on me. First and foremost suspicion. Our work is sometimes secretive and competitive, both in the speaker arena, and in law enforcement circles. Who said what to whom, who are your sources, where am I performing, for whom, who was the event producer, what’s my next project, how far along is it, what television show or film project am I involved in, who are the bad guys who speak to me, what political party dislikes my agenda, who or which corporation will be hurt by some of my projects? These are my first thoughts and it is just the beginning of a much longer list of questions I must ask myself before I reveal or write about daily activities. Chatting about our daily agenda when it works well, or when we have hurdles nearly always reveals information, inside information which can be taken advantage of, or even be indirectly used against us.

It’s called competitive intelligence; all major corporations are involved in it. On the murky side it’s actually industrial espionage, and on the opposite side of the pendulum’s swing it’s databasing/gathering of all the available information, gleaning golden nuggets from public records, pouring over news media, reading blogs, attending trade events, and talking to key personnel. Process the information and you have a pretty good idea of where your competition is, and even what they are soon capable of. Raw data is everywhere and when analyzed well you have a nearly perfect picture of what your competition is up to.

Bob Arno working at an undisclosed place, for an undisclosed company.
Bob Arno working at an undisclosed place, for an undisclosed company.

So writing Twitter snippets pretty much reveals where you are on your business plan. Cynical conclusion? You bet. Is there an alternative or a compromise to my dilemma? I’m as busy as ever, or maybe even more so today than in years past, partly because as we build on our expertise, we get more strange proposals and global inquiries, all requiring our serious attention. You can say that I’m still in the midst of it all. A million projects which can go either way—success or failure. But I do wish I could take another tack and be more open, reflective, or philosophical, and closer to my friends who I really enjoy hanging with. To constantly be secretive and cautious is something that goes against my nature and yet in the last ten years it has become the norm.

During the coming summer months I hope to share some of my thoughts and observations in my two industries: the event world and keynote speaking in an ever more hostile attitude to events and pseudo-motivational speakers.

We’ve just finished presenting at California’s annual Tourism Safety and Security Conference in Anaheim (as keynote speaker), and at a corporate event at Mandalay Bay for the Gartner conference. In the next couple of weeks we’ll be doing a developers forum for Microsoft in Slovenia, a chartered cruise in Alaska, and a preliminary film project in Rome. Throw in a Singapore film project, an HBO project, and a theater show in Dubai, and you get the picture; where to find time to write blog posts, Twitters, and still smell the roses and enjoy some wine.

I invite other entertainers, speakers, event producers or security professionals who read this to share their views. Let me know if I am alone in my paranoid world of obsessive suspicion.

©copyright 2000-2008. All rights reserved. Bob Arno