Using Knowem For Competitor Product Profiling

Last week, we referred to Knowem to use in terms of online reputation monitoring on social networks.  This week, we will take a look at how the tool can be used in a competitor product profiling context.

As a part of their product offering, Knowem provides an option to conduct a trademark search using results from the USPTO database.  Once users enter the brand name in the search box, Knowem lists the trademarks associated with the name.   To test out the option, we entered the keyword “Facebook” to see what can be unearthed.   Figure 1 is a sample of the results that are given on the first page.

Figure 1: Search Results For "Facebook"

Browsing through the first few pages of results, one will not find anything surprising in terms of trademarks  related to Facebook.   It is only when one comes to the fourth page where the results becomes interesting from a product profiling mindset.  Figure 2 is the database record for Facebook Beacon.

Figure 2: Facebook Beacon Trademark Database Record

Facebook Beacon?  Upon further research,  one can discover that Facebook Beacon was a component of Facebook’s advertisement system that was deemed to be a “mistake” by founder, Mark Zuckerberg, in November 2011. (Please read, “Our Commitment to the Facebook Community“).

Having access to such a piece of strategic intelligence  can uncover weaknesses of a competitor in terms of product development and branding.

Knowem is available at

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About The Author:

Ian is a content strategist and the competitive intelligence researcher at Intelegia. With his knowledge of social media tools and an understanding of branding on the web, Ian formulates content marketing strategies for clients’ needs. As co-author of the Canadian Cities Online Marketing Index© and chief blogger at Intelegia, Ian documents and assesses global best practices of organizations’ approaches to social media marketing in terms of integrating their branding and communications strategies to obtain their marketing objectives. Follow Ian on Twitter @citweetz. __________________________________________________________________

About Intelegia

Intelegia is a social marketing firm in Montreal, Canada. The firm delivers social media strategies to efficiently engage with stakeholders in economic development, business to business and business to consumer segments. It assists clients by defining and executing sustainable social web strategies that will allow their brand message to stand out in a competitive environment where target audience engagement is a must.

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