Keeping an eye on the competition Go Beyond Google

Cascade Insights“We provide technology companies with information and comprehensive analysis to beat the competition.”We’ll be sharing with you:Tools that we use to help accelerate our Competitive Intelligence and Market Research projects.Contact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.000411/12/20092

“We provide technology companies with information and comprehensive analysis to beat the competition.”

We’ll be sharing with you:

Tools that we use to help accelerate our Competitive Intelligence and Market Research projects.

Information Retrieval and AnalysisHas Picked up Speed…11/12/20093

Going Beyond Google11/12/20094

TechniquesEmployee Movement, Salaries, etcGet a sense for the morale and culture at a competitorCompany / Topic TrackingTracking and Analyzing their web site(s)11/12/20095See how their messaging, positioning, and products have changed over timePrivate Company InformationPeople Searching

See how their messaging, positioning, and products have changed over time

Private Company Information

People Searching

Employee MovementLinkedInCompany Profiles New HiresRecent Promotions and ChangesPopular ProfilesJobs Posted on LinkedIn11/12/20096

Citrix Systems4,600 Employees11/12/20097

RightNow Technologies750 Employees11/12/20098

RightNow Technologies750 Employees11/12/20099

Job Postings and ResumesHR can be a leaky bucketAll of the following came from one story on ArsTechnia about Windows “8”http://arstechnica.com/microsoft/news/2009/10/microsoft-mulling-128-bit-versions-of-windows-8-windows-9.ars11/12/200910

Other “HR” CI toolsGlassdoorXingSocial Networking – Europe FocusedFacebookIndeedSearch for Job Postings11/12/200911

Glassdoor11/12/200912

Glassdoor 11/12/200913

Company / Topic TrackingSilobreakerYahoo Site ExplorerSlideShare.netSearching VideoFinancial InformationNing11/12/200914

Silobreaker11/12/200915

Yahoo SiteExplorer11/12/200916

SlideShare.net11/12/200917

Searching Videowww.blinkx.comwww.silobreaker.com11/12/200918

Financial InformationSeekingAlphaFinance.Google.com11/12/200919

SeekingAlpha

Finance.Google.com

Ning11/12/200920

Analyzing and Tracking Web SitesWebSite TrackerWordle.netRSS FeedsGoogle ReaderThe “Way Back Machine”11/12/200921Apple—1997

Wordle.netWhat is their marketing really saying?Point at:Customer Success Story FeedsPress Release FeedsProduct Site FeedsCommunity Site FeedsSupport Forum Feeds11/12/200922

Customer Success Stories Red Hat11/12/200923

Community SiteChannel 9—Microsoft11/12/200924

Intel “Products” Feed11/12/200925

Changing Positioning Over Time* From the WayBackMachine—Archive.org11/12/200926

TwitterTwitterSearch on name of companySearch on topicsSearch on company productsTweet DeckMac, Windows, iPhone, etc.Tweetie, Twitteriffic.LinkedIn integrationPush tweets to LinkedInPush LinkedIn status updates to TwitterSearch Twitter within LinkedInCompany “Buzz” panel within LinkedIn11/12/200927

Private / Smaller CompaniesLinkedIn Company Profiles Significant Data for companies down to about 500 employeesStreet View and Google MapsNumber of buildings, size of parking lot (est. employee count), status of buildings, general location—premier office building, office park, home offices?, etc.Local Business JournalsLocal “Book of Lists” Publications11/12/200928

Private / Smaller CompaniesSpyFu11/12/200929

People SearchingLinkedIn’s Profile OrganizerForbes/ListsWinkPublicRecordsNowYasni11/12/200930

Google TipsHave to have a few:site:www.acme.com“flubber” Site:www.acme.com/casestudies/*Filetype:pdf, filetype:pptxFiletype:vsd11/12/200931images.google.comSearch for orgcharts - *.vsd- Link:Ex: “database” inurl: <“xyz”> site:www.abc.com/*filetype:pdf

images.google.com

Search for orgcharts - *.vsd

-

Link:

Ex: “database” inurl: <“xyz”> site:www.abc.com/*filetype:pdf

Beyond: 11/12/200932

Google OdditiesGoogle Maps MonopolyCreated by HasbroStreet View as Impressionist Art http://billguffey.blogspot.com/11/12/200933

Google Maps Monopoly

Created by Hasbro

Street View as Impressionist Art

http://billguffey.blogspot.com/

Cascade Insights“We provide technology companies with information and comprehensive analysis to beat the competition.”Specialize in projects that require:Software or Hardware—Product/Industry KnowledgeUnderstanding of Business to Business Sales and Marketing DynamicsSolid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)Interviews with the users or implementers of your product and competing products in your spaceRecruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makersContact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.000411/12/200934

“We provide technology companies with information and comprehensive analysis to beat the competition.”

Specialize in projects that require:

Software or Hardware—Product/Industry Knowledge

Understanding of Business to Business Sales and Marketing Dynamics

Solid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)

Interviews with the users or implementers of your product and competing products in your space

Recruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makers