keep the eyes beyond competition
DESCRIPTION
TRANSCRIPT
![Page 1: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/1.jpg)
Keeping an eye on the competition
Go Beyond Google
![Page 2: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/2.jpg)
Cascade Insights
04/08/2023 2
• “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: [email protected] [email protected] tel: 503.898.0004
![Page 3: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/3.jpg)
04/08/2023 3
Information Retrieval and AnalysisHas Picked up Speed…
![Page 4: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/4.jpg)
Going Beyond Google
04/08/2023 4
![Page 5: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/5.jpg)
04/08/2023 5
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)
• See how their messaging, positioning, and products have changed over time
• Private Company Information
• People Searching
![Page 6: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/6.jpg)
04/08/2023 6
Employee Movement
• LinkedIn• Company Profiles
• New Hires
• Recent Promotions and Changes
• Popular Profiles
• Jobs Posted on LinkedIn
![Page 7: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/7.jpg)
04/08/2023 7
Citrix Systems4,600 Employees
![Page 8: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/8.jpg)
04/08/2023 8
RightNow Technologies750 Employees
![Page 9: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/9.jpg)
04/08/2023 9
RightNow Technologies750 Employees
![Page 10: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/10.jpg)
04/08/2023 10
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
![Page 11: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/11.jpg)
04/08/2023 11
Other “HR” CI tools
• Glassdoor
• Social Networking – Europe Focused
• Indeed
• Search for Job Postings
![Page 12: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/12.jpg)
Glassdoor
04/08/2023 12
![Page 13: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/13.jpg)
Glassdoor
04/08/2023 13
![Page 14: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/14.jpg)
04/08/2023 14
Company / Topic Tracking
• Silobreaker
• Yahoo Site Explorer
• SlideShare.net
• Searching Video
• Financial Information
• Ning
![Page 15: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/15.jpg)
04/08/2023 15
Silobreaker
![Page 16: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/16.jpg)
Yahoo SiteExplorer
04/08/2023 16
![Page 17: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/17.jpg)
SlideShare.net
04/08/2023 17
![Page 18: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/18.jpg)
04/08/2023 18
Searching Video
• www.blinkx.com
• www.silobreaker.com
![Page 19: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/19.jpg)
Financial Information
• SeekingAlpha
• Finance.Google.com
04/08/2023 19
![Page 20: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/20.jpg)
Ning
04/08/2023 20
![Page 21: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/21.jpg)
04/08/2023 21
Analyzing and Tracking Web Sites
• WebSite Tracker
• Wordle.net
• RSS Feeds
• Google Reader
• The “Way Back Machine”
Apple—1997
![Page 22: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/22.jpg)
04/08/2023 22
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
![Page 23: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/23.jpg)
04/08/2023 23
Customer Success Stories Red Hat
![Page 24: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/24.jpg)
Community SiteChannel 9—Microsoft
04/08/2023 24
![Page 25: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/25.jpg)
04/08/2023 25
Intel “Products” Feed
![Page 26: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/26.jpg)
Changing Positioning Over Time
04/08/2023 26
* From the WayBackMachine—Archive.org
![Page 27: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/27.jpg)
04/08/2023 27
• 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
![Page 28: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/28.jpg)
04/08/2023 28
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
![Page 29: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/29.jpg)
04/08/2023 29
Private / Smaller Companies
• SpyFu
![Page 30: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/30.jpg)
04/08/2023 30
People Searching
• LinkedIn’s Profile Organizer
• Forbes/Lists
• Wink
• PublicRecordsNow
• Yasni
![Page 31: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/31.jpg)
04/08/2023 31
Google Tips
• Have to have a few:
• site:www.acme.com
• “flubber” Site:www.acme.com/casestudies/*
• Filetype:pdf, filetype:pptx
• Filetype:vsd
• images.google.com
• Search for orgcharts - *.vsd
• - <exclude keyword>
• Link:<sites that link to a site>
• Ex: “database” inurl: <“xyz”> site:www.abc.com/* filetype:pdf
![Page 32: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/32.jpg)
04/08/2023 32
Beyond:
![Page 33: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/33.jpg)
Google Oddities
• Google Maps Monopoly
• Created by Hasbro
• Street View as Impressionist Art
• http://billguffey.blogspot.com/
04/08/2023 33
![Page 34: Keep the eyes beyond competition](https://reader034.vdocuments.mx/reader034/viewer/2022051816/545d0265af7959b9098b4a66/html5/thumbnails/34.jpg)
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
04/08/2023 34
Contact: [email protected] [email protected] tel: 503.898.0004