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Keep the eyes beyond competition
 

Keep the eyes beyond competition

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    Keep the eyes beyond competition Keep the eyes beyond competition Presentation Transcript

    • 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: 503.898.0004
      11/12/2009
      2
    • Information Retrieval and AnalysisHas Picked up Speed…
      11/12/2009
      3
    • Going Beyond Google
      11/12/2009
      4
    • Techniques
      Employee Movement, Salaries, etc
      Get a sense for the morale and culture at a competitor
      Company / Topic Tracking
      Tracking and Analyzing their web site(s)
      11/12/2009
      5
      • See how their messaging, positioning, and products have changed over time
      • Private Company Information
      • People Searching
    • Employee Movement
      LinkedIn
      Company Profiles
      New Hires
      Recent Promotions and Changes
      Popular Profiles
      Jobs Posted on LinkedIn
      11/12/2009
      6
    • Citrix Systems4,600 Employees
      11/12/2009
      7
    • RightNow Technologies750 Employees
      11/12/2009
      8
    • RightNow Technologies750 Employees
      11/12/2009
      9
    • Job Postings and Resumes
      HR can be a leaky bucket
      All 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.ars
      11/12/2009
      10
    • Other “HR” CI tools
      Glassdoor
      Xing
      Social Networking – Europe Focused
      Facebook
      Indeed
      Search for Job Postings
      11/12/2009
      11
    • Glassdoor
      11/12/2009
      12
    • Glassdoor
      11/12/2009
      13
    • Company / Topic Tracking
      Silobreaker
      Yahoo Site Explorer
      SlideShare.net
      Searching Video
      Financial Information
      Ning
      11/12/2009
      14
    • Silobreaker
      11/12/2009
      15
    • Yahoo SiteExplorer
      11/12/2009
      16
    • SlideShare.net
      11/12/2009
      17
    • Searching Video
      www.blinkx.com
      www.silobreaker.com
      11/12/2009
      18
    • Financial Information
      • SeekingAlpha
      • Finance.Google.com
      11/12/2009
      19
    • Ning
      11/12/2009
      20
    • Analyzing and Tracking Web Sites
      WebSite Tracker
      Wordle.net
      RSS Feeds
      Google Reader
      The “Way Back Machine”
      11/12/2009
      21
      Apple—1997
    • Wordle.net
      What is their marketing really saying?
      Point at:
      Customer Success Story Feeds
      Press Release Feeds
      Product Site Feeds
      Community Site Feeds
      Support Forum Feeds
      11/12/2009
      22
    • Customer Success Stories Red Hat
      11/12/2009
      23
    • Community SiteChannel 9—Microsoft
      11/12/2009
      24
    • Intel “Products” Feed
      11/12/2009
      25
    • Changing Positioning Over Time
      * From the WayBackMachine—Archive.org
      11/12/2009
      26
    • Twitter
      Twitter
      Search on name of company
      Search on topics
      Search on company products
      Tweet Deck
      Mac, Windows, iPhone, etc.
      Tweetie, Twitteriffic.
      LinkedIn integration
      Push tweets to LinkedIn
      Push LinkedIn status updates to Twitter
      Search Twitter within LinkedIn
      Company “Buzz” panel within LinkedIn
      11/12/2009
      27
    • Private / Smaller Companies
      LinkedIn Company Profiles
      Significant Data for companies down to about 500 employees
      Street View and Google Maps
      Number of buildings, size of parking lot (est. employee count), status of buildings, general location—premier office building, office park, home offices?, etc.
      Local Business Journals
      Local “Book of Lists” Publications
      11/12/2009
      28
    • Private / Smaller Companies
      SpyFu
      11/12/2009
      29
    • People Searching
      LinkedIn’s Profile Organizer
      Forbes/Lists
      Wink
      PublicRecordsNow
      Yasni
      11/12/2009
      30
    • Google Tips
      Have to have a few:
      site:www.acme.com
      “flubber” Site:www.acme.com/casestudies/*
      Filetype:pdf, filetype:pptx
      Filetype:vsd
      11/12/2009
      31
      • images.google.com
      • Search for orgcharts - *.vsd
      • -
      • Link:
      • Ex: “database” inurl: <“xyz”> site:www.abc.com/*filetype:pdf
    • Beyond:
      11/12/2009
      32
    • Google Oddities
      • Google Maps Monopoly
      • Created by Hasbro
      • Street View as Impressionist Art
      • http://billguffey.blogspot.com/
      11/12/2009
      33
    • 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 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
      Contact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.0004
      11/12/2009
      34