Keep the eyes beyond competition


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Keep the eyes beyond competition

  1. 1. Keeping an eye on the competition <br />Go Beyond Google<br />
  2. 2. Cascade Insights<br /><ul><li>“We provide technology companies with information and comprehensive analysis to beat the competition.”
  3. 3. We’ll be sharing with you:
  4. 4. Tools that we use to help accelerate our Competitive Intelligence and Market Research projects.</li></ul>Contact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.0004<br />11/12/2009<br />2<br />
  5. 5. Information Retrieval and AnalysisHas Picked up Speed…<br />11/12/2009<br />3<br />
  6. 6. Going Beyond Google<br />11/12/2009<br />4<br />
  7. 7. Techniques<br />Employee Movement, Salaries, etc<br />Get a sense for the morale and culture at a competitor<br />Company / Topic Tracking<br />Tracking and Analyzing their web site(s)<br />11/12/2009<br />5<br /><ul><li>See how their messaging, positioning, and products have changed over time
  8. 8. Private Company Information
  9. 9. People Searching</li></li></ul><li>Employee Movement<br />LinkedIn<br />Company Profiles <br />New Hires<br />Recent Promotions and Changes<br />Popular Profiles<br />Jobs Posted on LinkedIn<br />11/12/2009<br />6<br />
  10. 10. Citrix Systems4,600 Employees<br />11/12/2009<br />7<br />
  11. 11. RightNow Technologies750 Employees<br />11/12/2009<br />8<br />
  12. 12. RightNow Technologies750 Employees<br />11/12/2009<br />9<br />
  13. 13. Job Postings and Resumes<br />HR can be a leaky bucket<br />All of the following came from one story on ArsTechnia about Windows “8”<br /><br />11/12/2009<br />10<br />
  14. 14. Other “HR” CI tools<br />Glassdoor<br />Xing<br />Social Networking – Europe Focused<br />Facebook<br />Indeed<br />Search for Job Postings<br />11/12/2009<br />11<br />
  15. 15. Glassdoor<br />11/12/2009<br />12<br />
  16. 16. Glassdoor <br />11/12/2009<br />13<br />
  17. 17. Company / Topic Tracking<br />Silobreaker<br />Yahoo Site Explorer<br /><br />Searching Video<br />Financial Information<br />Ning<br />11/12/2009<br />14<br />
  18. 18. Silobreaker<br />11/12/2009<br />15<br />
  19. 19. Yahoo SiteExplorer<br />11/12/2009<br />16<br />
  20. 20.<br />11/12/2009<br />17<br />
  21. 21. Searching Video<br /><br /><br />11/12/2009<br />18<br />
  22. 22. Financial Information<br /><ul><li>SeekingAlpha
  23. 23.</li></ul>11/12/2009<br />19<br />
  24. 24. Ning<br />11/12/2009<br />20<br />
  25. 25. Analyzing and Tracking Web Sites<br />WebSite Tracker<br /><br />RSS Feeds<br />Google Reader<br />The “Way Back Machine”<br />11/12/2009<br />21<br />Apple—1997<br />
  26. 26.<br />What is their marketing really saying?<br />Point at:<br />Customer Success Story Feeds<br />Press Release Feeds<br />Product Site Feeds<br />Community Site Feeds<br />Support Forum Feeds<br />11/12/2009<br />22<br />
  27. 27. Customer Success Stories Red Hat<br />11/12/2009<br />23<br />
  28. 28. Community SiteChannel 9—Microsoft<br />11/12/2009<br />24<br />
  29. 29. Intel “Products” Feed<br />11/12/2009<br />25<br />
  30. 30. Changing Positioning Over Time<br />* From the WayBackMachine—<br />11/12/2009<br />26<br />
  31. 31. Twitter<br />Twitter<br />Search on name of company<br />Search on topics<br />Search on company products<br />Tweet Deck<br />Mac, Windows, iPhone, etc.<br />Tweetie, Twitteriffic.<br />LinkedIn integration<br />Push tweets to LinkedIn<br />Push LinkedIn status updates to Twitter<br />Search Twitter within LinkedIn<br />Company “Buzz” panel within LinkedIn<br />11/12/2009<br />27<br />
  32. 32. Private / Smaller Companies<br />LinkedIn Company Profiles <br />Significant Data for companies down to about 500 employees<br />Street View and Google Maps<br />Number of buildings, size of parking lot (est. employee count), status of buildings, general location—premier office building, office park, home offices?, etc.<br />Local Business Journals<br />Local “Book of Lists” Publications<br />11/12/2009<br />28<br />
  33. 33. Private / Smaller Companies<br />SpyFu<br />11/12/2009<br />29<br />
  34. 34. People Searching<br />LinkedIn’s Profile Organizer<br />Forbes/Lists<br />Wink<br />PublicRecordsNow<br />Yasni<br />11/12/2009<br />30<br />
  35. 35. Google Tips<br />Have to have a few:<br /><br />“flubber”*<br />Filetype:pdf, filetype:pptx<br />Filetype:vsd<br />11/12/2009<br />31<br /><ul><li>
  36. 36. Search for orgcharts - *.vsd
  37. 37. - <exclude keyword>
  38. 38. Link:<sites that link to a site>
  39. 39. Ex: “database” inurl: <“xyz”>*filetype:pdf</li></li></ul><li>Beyond: <br />11/12/2009<br />32<br />
  40. 40. Google Oddities<br /><ul><li>Google Maps Monopoly
  41. 41. Created by Hasbro
  42. 42. Street View as Impressionist Art
  43. 43.</li></ul>11/12/2009<br />33<br />
  44. 44. Cascade Insights<br /><ul><li>“We provide technology companies with information and comprehensive analysis to beat the competition.”
  45. 45. Specialize in projects that require:
  46. 46. Software or Hardware—Product/Industry Knowledge
  47. 47. Understanding of Business to Business Sales and Marketing Dynamics
  48. 48. Solid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)
  49. 49. Interviews with the users or implementers of your product and competing products in your space
  50. 50. Recruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makers</li></ul>Contact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.0004<br />11/12/2009<br />34<br />
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