ProductCamp Atlanta 2011: Competition and Ethics

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ProductCamp Atlanta 2011: Competition and Ethics

  1. 1. Obtaining Competitive Info: Tools and Ethics/MoralsIn this session, we will present traditional as well as innovative ways to obtain competitiveinformation and then discuss the ethics and morals behind using these techniques. g qYou will learn:-- How to download an entire website for evaluation-- How social media mining can help to find competitive information g p p-- What SEO tools can be used to learn about your competitors keywords, ad spend, etc.-- What job boards can tell you about competitorsWe will discuss (Warning, everyone may not agree ☺) : ( g, y y g )-- Should you ask customers for competitor presentations / RFP answers?-- If it’s right to act as a consult when calling into competitors-- Whether joining competitor user groups / mailing lists under an aliasGary Palgon; CISSP John MansourVP Product Management and Strategy Managing PartnerLiaison Technologies Proficientz o ce
  2. 2. TYPICAL TOOLS OF THE TRADE Industry Analysts y y Trade Shows Focus Groups Customer Advisory Boards Professional Services or Customer Support Competitor Collateral User groups Third party analysis/testing And many more…more to follow more more
  3. 3. THIRD PARTY WIN/LOSS ANALYSIS: The Th customer didn’t h t did ’t have sufficient f di ffi i t funding We went with a vendor that worked with us. Our product doesn’t have the right features doesn t You guys came in and blew the demo…! The customer lost interest! The sales rep never called us back !!Is it to ask a customer for competitive information? p Copy of the RFP answers / presentations? View / copy of the competitive product?
  4. 4. JOB BOARDS AND COMPETITOR INTEL Can tell you about a new y product they may be developing Can tell C t ll you about a new b t market they may be entering Is I it OK to i t inquire about a position t obtain competitive i f ? i b t iti to bt i titi info? Is it OK to interview about a position to obtain competitive info?
  5. 5. DOWNLOADING COMPETITOR WEBSITEhttp://www.httrack.com/ is a free tool to download websites- Can ignore robot.txt rules!Is it OK to download competitor websites? Using your normal URL? Hiding behind cable provider (e.g. Comcast)
  6. 6. MINING SOCIAL MEDIAIs it OK to sign up for competitor g p g p p groups? Sign up as yourself? Sign up using alias?
  7. 7. SEO INFORMATION AND ADSwww.SpyFu.comwww SpyFu comTells you:- Spend for PPC- Best paid keyword rankings- Top Ad Competitors- Paid keywords- etc…Is it OK to use competitor names in Pay-Per-Click Ads? p y As a keyword search term? In the ad text?
  8. 8. CALLING INTO COMPETITORS“Greetings, I’m calling to conduct asurvey about the use of your typesof solutions when used for B2Bblah, blah, blah…I’d like to know ifyou’ve seen blah, blah, blah…” Is it OK to: Pay an outside consultant to call into competitors to obtain information (e.g. “survey”)? Have an employee to call into competitors to obtain information (e.g. “survey”)
  9. 9. What other ways andthoughts on the ethics?th ht th thi ?
  10. 10. Obtaining Competitive Info: Tools and Ethics/MoralsIs it to ask a customer for competitive information? Copy of the RFP answers / presentations? View / copy of the competitive product? Is it OK to inquire about a position to obtain competitive info? Is it OK to interview about a position to obtain competitive info?Is it OK to download competitor websites? Using your normal URL? Hiding behind cable provider (e.g. Comcast)Is it OK to sign up for competitor groups? Sign up as yourself? Sign up using alias?IsI it OK to use competitor names in Pay-Per-Click Ad ? t tit i P P Cli k Ads? As a keyword search term? In the ad text?IsI it OK to: t Pay an outside consultant to call into competitors to obtain information (e.g. “survey”)? Have an employee to call into competitors to obtain information (e.g. “survey”)

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