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.

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

    1. 6. <ul><li>Tools </li></ul><ul><ul><li>Tweet Deck </li></ul></ul><ul><ul><li>Seismic </li></ul></ul><ul><ul><li>HootSuite </li></ul></ul><ul><li>Who / What to Follow: </li></ul><ul><ul><li>Product Managers </li></ul></ul><ul><ul><li>Sales Team Members </li></ul></ul><ul><ul><li>Directors of Departments </li></ul></ul><ul><ul><li>VP’s / CEO’s </li></ul></ul><ul><ul><li>Product Aligned Twitter Accounts </li></ul></ul><ul><ul><li>Hashtags for Conferences </li></ul></ul><ul><ul><li>Topics / Search Combinations </li></ul></ul><ul><li>Indexes: </li></ul><ul><ul><li>WeFollow </li></ul></ul><ul><ul><li>Listorius </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
    2. 7. <ul><li>140 characters doesn’t mean much in isolation </li></ul><ul><li>But 100x140 characters certainly does… </li></ul><ul><li>What you’ll hear: </li></ul><ul><ul><li>Who did they just sell to? </li></ul></ul><ul><ul><li>Who just publicly “dented” their product? </li></ul></ul><ul><ul><li>Who just publicly “praised” their product? </li></ul></ul><ul><ul><li>What product did they just launch? </li></ul></ul><ul><ul><li>What messages are they pushing at conferences? </li></ul></ul>05/18/11
    3. 8. <ul><li>Twit(url)y </li></ul><ul><li>TweetFeel </li></ul><ul><li>Paper.li </li></ul><ul><li>WorldOfTweets </li></ul>05/18/11
    4. 9. <ul><li>Jive Software </li></ul>05/18/11
    5. 10. <ul><li>Social Networking meets Q/A </li></ul><ul><li>Many other sites were predecessors and are valuable in their own right: </li></ul><ul><ul><li>Stack Exchange </li></ul></ul><ul><ul><li>Focus.com </li></ul></ul><ul><ul><li>LinkedIn Q/A </li></ul></ul><ul><ul><li>Yahoo Answers </li></ul></ul>
    6. 12. 05/18/11
    7. 15. 05/18/11
    8. 16. 05/18/11
    9. 17. 05/18/11
    10. 19. <ul><li><capture> </li></ul>05/18/11
    11. 22. <ul><li>Reviews, Interview Commentary, Salary Ranges – and even Pictures </li></ul><ul><li>Good validation process for reviews </li></ul><ul><li>Nearly any mid size and up company represented well </li></ul>
    12. 23. 05/18/11
    13. 24. <ul><li>Job posting aggregator </li></ul><ul><li>API for pulling job posting data </li></ul>
    14. 27. <ul><li>What is their marketing really saying? </li></ul><ul><ul><li>Point at: </li></ul></ul><ul><ul><ul><li>Customer Success Story Feeds </li></ul></ul></ul><ul><ul><ul><li>Press Release Feeds </li></ul></ul></ul><ul><ul><ul><li>Product Site Feeds </li></ul></ul></ul><ul><ul><ul><li>Community Site Feeds </li></ul></ul></ul><ul><ul><ul><li>Support Forum Feeds </li></ul></ul></ul>05/18/11
    15. 28. 05/18/11
    16. 30. 05/18/11
    17. 31. 05/18/11
    18. 32. <ul><li>Compete.com, Quantcast.com </li></ul>05/18/11
    19. 35. <ul><li>Sometimes the conversation “only” happened on video </li></ul><ul><ul><li>Tradeshow floor interview </li></ul></ul><ul><ul><li>Magazine Interview </li></ul></ul><ul><li>A few sites </li></ul><ul><ul><li>www.blinkx.com </li></ul></ul><ul><ul><li>www.silobreaker.com </li></ul></ul><ul><ul><li>www.truveo.com </li></ul></ul>05/18/11
    20. 36. <ul><li>Non Profits – Guidestar.org </li></ul>05/18/11
    21. 37. <ul><li>Yahoo, MSN, Google Finance </li></ul><ul><li>Seekingalpha.com – Earnings call transcripts </li></ul><ul><li>Investor message boards (boardcentral.com) </li></ul>05/18/11
    22. 38. <ul><li>Ning </li></ul><ul><ul><li>GovLoop, etc. </li></ul></ul><ul><li>Board Tracker </li></ul><ul><li>Yahoo and Google groups </li></ul><ul><li>SourceCon </li></ul><ul><li>IRE </li></ul><ul><li>Facebook </li></ul><ul><li>Many, many more </li></ul>05/18/11
    23. 39. <ul><li>TinEye </li></ul><ul><ul><li>Search for Partner Logos, Company Logos, etc. </li></ul></ul><ul><li>Google Image Search </li></ul>05/18/11
    24. 40.
    25. 41. <ul><li>Any mention of “roadmap” on Acme.com’s web site </li></ul>05/18/11 roadmap site:acme.com
    26. 42. <ul><li>Any PDF files on Acme.com that contain “Plan” </li></ul>05/18/11 Plan filetype:pdf site:acme.com
    27. 43. <ul><li>Find pages containing “iPhone” where the page URL contains “review” </li></ul><ul><ul><li>I.E. Find iPhone reviews on sites that do lots of product reviews </li></ul></ul><ul><ul><ul><li>reviews.cnet.com </li></ul></ul></ul>05/18/11 Iphone inurl:review
    28. 44. <ul><ul><li>site:www.acme.com </li></ul></ul><ul><ul><ul><li>“ flubber” Site:www.acme.com/casestudies/* </li></ul></ul></ul><ul><ul><li>Filetype:pdf, filetype:pptx </li></ul></ul><ul><ul><li>Filetype:vsd </li></ul></ul><ul><ul><li>AROUND(3) </li></ul></ul><ul><ul><ul><li>Searching longer length articles, books, etc. </li></ul></ul></ul>05/18/11 <ul><ul><li>images.google.com </li></ul></ul><ul><ul><ul><li>Search for orgcharts - *.vsd </li></ul></ul></ul><ul><ul><li>- <exclude keyword> </li></ul></ul><ul><ul><li>Link:<sites that link to a site> </li></ul></ul><ul><ul><li>Ex: “database” inurl: <“xyz”> site: www.abc.com /* filetype:pdf </li></ul></ul>
    29. 45. 05/18/11
    30. 46. <ul><li>Google News Timeline </li></ul><ul><ul><li>Search for News Quotes, Videos, etc. </li></ul></ul><ul><ul><li>Displayed in a timeline view by Day, Month, Year </li></ul></ul><ul><ul><li>Easily Filter Query “sources” </li></ul></ul>05/18/11 http://newstimeline.googlelabs.com/
    31. 47. 05/18/11
    32. 48.
    33. 49. <ul><li>Big Day 1 Graphic </li></ul>05/18/11
    34. 50. <ul><li>Twitter </li></ul><ul><ul><li>Search Terms, Hashtag tracking </li></ul></ul><ul><li>Google Alerts </li></ul><ul><ul><li>Keyword based alerts straight to your inbox. </li></ul></ul><ul><li>Google Reader </li></ul><ul><ul><li>Groups of high traffic feeds for at arm’s length perusal </li></ul></ul><ul><ul><ul><li>Pull in Google News Feeds via RSS </li></ul></ul></ul><ul><ul><ul><li>Review of any relevant company published RSS feeds </li></ul></ul></ul><ul><ul><ul><li>Search for combinations of product names with key terms – virtualization, management, security, etc. to bubble relevant articles to the top. </li></ul></ul></ul>05/18/11
    35. 51. <ul><li>Big Week 4 Graphic </li></ul>05/18/11
    36. 52. <ul><li>Competitor Webcasts / Webinars </li></ul><ul><li>Recently released case studies </li></ul><ul><li>Interviews with key executives </li></ul><ul><li>Reviews of new product announcements </li></ul><ul><li>Review of Analyst commentary </li></ul><ul><li>Review of Video Search Sites – interviews, etc. </li></ul><ul><li>Review of Slideshare for new content </li></ul><ul><li>Review of LinkedIn company pages for new jobs, significant personnel moves </li></ul><ul><li>Earnings Calls, Financial Review </li></ul><ul><li>Review of Support Forums </li></ul>05/18/11
    37. 53.
    38. 54. <ul><li>Customer lists are considered trade secrets and are subject to legal protections </li></ul><ul><li>It’s important to use legal and ethical means to determine a competitors customers </li></ul><ul><li>Inappropriate ways to obtain a list of accounts: </li></ul><ul><ul><li>Hiring a competitor’s former employees and encouraging them to disclose a list of customers </li></ul></ul><ul><ul><li>Using a false identity or other fraudulent means to get a competitor to provide a customer list, a list of customer references, etc. </li></ul></ul><ul><ul><li>Dumpster diving </li></ul></ul><ul><li>However, a fair number of customers can be identified ethically and legally using public sources </li></ul>05/18/11
    39. 55. <ul><li>Ethical sources of competitor customer information </li></ul><ul><ul><li>Competitor case studies </li></ul></ul><ul><ul><li>Resumes </li></ul></ul><ul><ul><li>Job postings </li></ul></ul><ul><ul><li>Effective use of web searches via Google or similar engines. </li></ul></ul>05/18/11
    40. 56. <ul><li>Case studies reveal recent customers </li></ul>05/18/11
    41. 57. <ul><li>Resumes and Social Networking Profiles </li></ul><ul><ul><li>Example: LinkedIn Search for XenServer customers </li></ul></ul>05/18/11
    42. 58. <ul><li>Job Postings </li></ul><ul><ul><li>Example: Indeed.com search for XenServer customers </li></ul></ul>05/18/11
    43. 59. <ul><li>Search engines </li></ul><ul><ul><li>Example: Google search for “powered by XenServer” </li></ul></ul>05/18/11
    44. 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

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