Beyond Google - Mining the Web for Company Intelligence (Day One)
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Beyond Google - Mining the Web for Company Intelligence (Day One)

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The Donald W. Reynolds hosts "Beyond Google - Mining the Web for Company Intelligence," presented by Sean Campbell, co-owner of Cascade Insights. ...

The Donald W. Reynolds hosts "Beyond Google - Mining the Web for Company Intelligence," presented by Sean Campbell, co-owner of Cascade Insights.

For more information about free training for business journalists, please visit businessjournalism.org.

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  • site:linkedin.com java -”manager” -”director” (~develop | ~design) (Ajax | Struts) Weblogic -recruiter (inurl:pub | inurl:in) -intitle:directory ~ to find related terms “ Oracle Partner *” Replaces * with any word – Oracle Partner Community, etc. oracle partner * * filetype:pdf

Transcript

  • 1.  
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6.
    • Tools
      • Tweet Deck
      • Seismic
      • HootSuite
    • Who / What to Follow:
      • Product Managers
      • Sales Team Members
      • Directors of Departments
      • VP’s / CEO’s
      • Product Aligned Twitter Accounts
      • Hashtags for Conferences
      • Topics / Search Combinations
    • Indexes:
      • WeFollow
      • Listorius
      • Etc.
  • 7.
    • 140 characters doesn’t mean much in isolation
    • But 100x140 characters certainly does…
    • What you’ll hear:
      • Who did they just sell to?
      • Who just publicly “dented” their product?
      • Who just publicly “praised” their product?
      • What product did they just launch?
      • What messages are they pushing at conferences?
    05/18/11
  • 8.
    • Twit(url)y
    • TweetFeel
    • Paper.li
    • WorldOfTweets
    05/18/11
  • 9.
    • Jive Software
    05/18/11
  • 10.
    • Social Networking meets Q/A
    • Many other sites were predecessors and are valuable in their own right:
      • Stack Exchange
      • Focus.com
      • LinkedIn Q/A
      • Yahoo Answers
  • 11.  
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  • 18.  
  • 19.
    • <capture>
    05/18/11
  • 20.  
  • 21.  
  • 22.
    • Reviews, Interview Commentary, Salary Ranges – and even Pictures
    • Good validation process for reviews
    • Nearly any mid size and up company represented well
  • 23. 05/18/11
  • 24.
    • Job posting aggregator
    • API for pulling job posting data
  • 25.  
  • 26.  
  • 27.
    • What is their marketing really saying?
      • Point at:
        • Customer Success Story Feeds
        • Press Release Feeds
        • Product Site Feeds
        • Community Site Feeds
        • Support Forum Feeds
    05/18/11
  • 28. 05/18/11
  • 29.  
  • 30. 05/18/11
  • 31. 05/18/11
  • 32.
    • Compete.com, Quantcast.com
    05/18/11
  • 33.  
  • 34.  
  • 35.
    • Sometimes the conversation “only” happened on video
      • Tradeshow floor interview
      • Magazine Interview
    • A few sites
      • www.blinkx.com
      • www.silobreaker.com
      • www.truveo.com
    05/18/11
  • 36.
    • Non Profits – Guidestar.org
    05/18/11
  • 37.
    • Yahoo, MSN, Google Finance
    • Seekingalpha.com – Earnings call transcripts
    • Investor message boards (boardcentral.com)
    05/18/11
  • 38.
    • Ning
      • GovLoop, etc.
    • Board Tracker
    • Yahoo and Google groups
    • SourceCon
    • IRE
    • Facebook
    • Many, many more
    05/18/11
  • 39.
    • TinEye
      • Search for Partner Logos, Company Logos, etc.
    • Google Image Search
    05/18/11
  • 40.
  • 41.
    • Any mention of “roadmap” on Acme.com’s web site
    05/18/11 roadmap site:acme.com
  • 42.
    • Any PDF files on Acme.com that contain “Plan”
    05/18/11 Plan filetype:pdf site:acme.com
  • 43.
    • Find pages containing “iPhone” where the page URL contains “review”
      • I.E. Find iPhone reviews on sites that do lots of product reviews
        • reviews.cnet.com
    05/18/11 Iphone inurl:review
  • 44.
      • site:www.acme.com
        • “ flubber” Site:www.acme.com/casestudies/*
      • Filetype:pdf, filetype:pptx
      • Filetype:vsd
      • AROUND(3)
        • Searching longer length articles, books, etc.
    05/18/11
      • images.google.com
        • Search for orgcharts - *.vsd
      • - <exclude keyword>
      • Link:<sites that link to a site>
      • Ex: “database” inurl: <“xyz”> site: www.abc.com /* filetype:pdf
  • 45. 05/18/11
  • 46.
    • Google News Timeline
      • Search for News Quotes, Videos, etc.
      • Displayed in a timeline view by Day, Month, Year
      • Easily Filter Query “sources”
    05/18/11 http://newstimeline.googlelabs.com/
  • 47. 05/18/11
  • 48.
  • 49.
    • Big Day 1 Graphic
    05/18/11
  • 50.
    • Twitter
      • Search Terms, Hashtag tracking
    • Google Alerts
      • Keyword based alerts straight to your inbox.
    • Google Reader
      • Groups of high traffic feeds for at arm’s length perusal
        • Pull in Google News Feeds via RSS
        • Review of any relevant company published RSS feeds
        • Search for combinations of product names with key terms – virtualization, management, security, etc. to bubble relevant articles to the top.
    05/18/11
  • 51.
    • Big Week 4 Graphic
    05/18/11
  • 52.
    • Competitor Webcasts / Webinars
    • Recently released case studies
    • Interviews with key executives
    • Reviews of new product announcements
    • Review of Analyst commentary
    • Review of Video Search Sites – interviews, etc.
    • Review of Slideshare for new content
    • Review of LinkedIn company pages for new jobs, significant personnel moves
    • Earnings Calls, Financial Review
    • Review of Support Forums
    05/18/11
  • 53.
  • 54.
    • Customer lists are considered trade secrets and are subject to legal protections
    • It’s important to use legal and ethical means to determine a competitors customers
    • Inappropriate ways to obtain a list of accounts:
      • Hiring a competitor’s former employees and encouraging them to disclose a list of customers
      • Using a false identity or other fraudulent means to get a competitor to provide a customer list, a list of customer references, etc.
      • Dumpster diving
    • However, a fair number of customers can be identified ethically and legally using public sources
    05/18/11
  • 55.
    • Ethical sources of competitor customer information
      • Competitor case studies
      • Resumes
      • Job postings
      • Effective use of web searches via Google or similar engines.
    05/18/11
  • 56.
    • Case studies reveal recent customers
    05/18/11
  • 57.
    • Resumes and Social Networking Profiles
      • Example: LinkedIn Search for XenServer customers
    05/18/11
  • 58.
    • Job Postings
      • Example: Indeed.com search for XenServer customers
    05/18/11
  • 59.
    • Search engines
      • Example: Google search for “powered by XenServer”
    05/18/11
  • 60. 05/18/11 Register for our newsletter for more tips and a free copy of our book www.cascadeinsights.com/newsletter sean@cascadeinsights.com scott@cascadeinsights.com