Keep the eyes beyond competition
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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