Beyond Google - Mining the Web for Company Intelligence (Day One)
-
Upload
reynolds-center-for-business-journalism -
Category
Technology
-
view
2.450 -
download
0
description
Transcript of Beyond Google - Mining the Web for Company Intelligence (Day One)
![Page 1: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/1.jpg)
![Page 2: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/2.jpg)
![Page 3: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/3.jpg)
![Page 4: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/4.jpg)
![Page 5: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/5.jpg)
![Page 6: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/6.jpg)
• Tools• Tweet Deck• Seismic• HootSuite
• Who / What to Follow:• Product Managers• Sales Team Members• Directors of Departments• VP’s / CEO’s• Product Aligned Twitter Accounts• Hashtags for Conferences• Topics / Search Combinations
• Indexes:• WeFollow• Listorius• Etc.
![Page 7: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/7.jpg)
• 140 characters doesn’t mean much in isolation
• But 100x140 characters certainly does…
• What you’ll hear:•Who did they just sell to?•Who just publicly “dented” their product?•Who just publicly “praised” their product?•What product did they just launch?•What messages are they pushing at conferences?
04/08/23 7
![Page 8: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/8.jpg)
• Twit(url)y• TweetFeel• Paper.li• WorldOfTweets
04/08/23 8
![Page 9: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/9.jpg)
• Jive Software
04/08/23 9
![Page 10: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/10.jpg)
• Social Networking meets Q/A• Many other sites were predecessors and
are valuable in their own right:• Stack Exchange• Focus.com• LinkedIn Q/A• Yahoo Answers
![Page 11: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/11.jpg)
![Page 12: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/12.jpg)
04/08/23 12
![Page 13: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/13.jpg)
![Page 14: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/14.jpg)
![Page 15: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/15.jpg)
04/08/23 15
![Page 16: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/16.jpg)
04/08/23 16
![Page 17: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/17.jpg)
04/08/23 17
![Page 18: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/18.jpg)
![Page 19: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/19.jpg)
• <capture>
04/08/23 19
![Page 20: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/20.jpg)
![Page 21: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/21.jpg)
![Page 22: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/22.jpg)
• Reviews, Interview Commentary, Salary Ranges – and even Pictures
• Good validation process for reviews
• Nearly any mid size and up company represented well
![Page 23: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/23.jpg)
04/08/23 23
![Page 24: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/24.jpg)
• Job posting aggregator• API for pulling job
posting data
![Page 25: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/25.jpg)
![Page 26: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/26.jpg)
![Page 27: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/27.jpg)
• What is their marketing really saying?• Point at:
• Customer Success Story Feeds• Press Release Feeds• Product Site Feeds• Community Site Feeds• Support Forum Feeds
04/08/23 27
![Page 28: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/28.jpg)
04/08/23 28
![Page 29: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/29.jpg)
![Page 30: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/30.jpg)
04/08/23 30
![Page 31: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/31.jpg)
04/08/23 31
![Page 32: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/32.jpg)
• Compete.com, Quantcast.com
04/08/23 32
![Page 33: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/33.jpg)
![Page 34: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/34.jpg)
![Page 35: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/35.jpg)
• Sometimes the conversation “only” happened on video• Tradeshow floor interview• Magazine Interview
• A few sites• www.blinkx.com• www.silobreaker.com• www.truveo.com
04/08/23 35
![Page 36: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/36.jpg)
• Non Profits – Guidestar.org
04/08/23 36
![Page 37: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/37.jpg)
• Yahoo, MSN, Google Finance• Seekingalpha.com – Earnings call transcripts• Investor message boards (boardcentral.com)
04/08/23 37
![Page 38: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/38.jpg)
• Ning• GovLoop, etc.
• Board Tracker• Yahoo and Google
groups• SourceCon• IRE• Facebook• Many, many more
04/08/23 38
![Page 39: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/39.jpg)
• TinEye• Search for Partner Logos, Company Logos,
etc.• Google Image Search
04/08/23 39
![Page 40: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/40.jpg)
40
![Page 41: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/41.jpg)
• Any mention of “roadmap” on Acme.com’s web site
04/08/23 41
roadmap site:acme.com
![Page 42: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/42.jpg)
• Any PDF files on Acme.com that contain “Plan”
04/08/23 42
Plan filetype:pdf site:acme.com
![Page 43: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/43.jpg)
• Find pages containing “iPhone” where the page URL contains “review”• I.E. Find iPhone reviews on sites that do lots of
product reviews• reviews.cnet.com
04/08/23 43
Iphone inurl:review
![Page 44: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/44.jpg)
• site:www.acme.com• “flubber”
Site:www.acme.com/casestudies/*
• Filetype:pdf, filetype:pptx
• Filetype:vsd
• AROUND(3)• Searching longer length
articles, books, etc.
04/08/23 44
• 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 45: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/45.jpg)
04/08/23 45
![Page 46: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/46.jpg)
• Google News Timeline• Search for News Quotes,
Videos, etc.• Displayed in a timeline view
by Day, Month, Year• Easily Filter Query “sources”
04/08/23 46http://newstimeline.googlelabs.com/
![Page 47: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/47.jpg)
04/08/23 47
![Page 48: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/48.jpg)
48
![Page 49: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/49.jpg)
• Big Day 1 Graphic
04/08/23 49
![Page 50: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/50.jpg)
• Twitter • Search Terms, Hashtag tracking
• Google Alerts• Keyword based alerts straight to your inbox.
• Google Reader• Groups of high traffic feeds for at arm’s length
perusal• Pull in Google News Feeds via RSS• Review of any relevant company published RSS feeds• Search for combinations of product names with key terms
– virtualization, management, security, etc. to bubble relevant articles to the top.
04/08/23 50
![Page 51: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/51.jpg)
• Big Week 4 Graphic
04/08/23 51
![Page 52: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/52.jpg)
• Competitor Webcasts / Webinars• Recently released case studies• Interviews with key executives• Reviews of new product announcements• Review of Analyst commentary• Review of Video Search Sites – interviews,
etc.• Review of Slideshare for new content• Review of LinkedIn company pages for new
jobs, significant personnel moves• Earnings Calls, Financial Review• Review of Support Forums
04/08/23 52
![Page 53: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/53.jpg)
53
![Page 54: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/54.jpg)
• Customer lists are considered trade secrets and are subject to legal protections
• It’s important to use legal and ethical means to determine a competitors customers
• Inappropriate ways to obtain a list of accounts:• Hiring a competitor’s former employees and
encouraging them to disclose a list of customers• Using a false identity or other fraudulent means to get a
competitor to provide a customer list, a list of customer references, etc.
• Dumpster diving• However, a fair number of customers can be
identified ethically and legally using public sources
04/08/23 54
![Page 55: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/55.jpg)
• Ethical sources of competitor customer information• Competitor case studies• Resumes• Job postings• Effective use of web
searches via Google or similar engines.
04/08/23 55
![Page 56: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/56.jpg)
• Case studies reveal recent customers
04/08/23 56
![Page 57: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/57.jpg)
• Resumes and Social Networking Profiles• Example: LinkedIn Search for XenServer customers
04/08/23 57
![Page 58: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/58.jpg)
• Job Postings • Example: Indeed.com search for XenServer customers
04/08/23 58
![Page 59: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/59.jpg)
• Search engines• Example: Google search for “powered by XenServer”
04/08/23 59
![Page 60: Beyond Google - Mining the Web for Company Intelligence (Day One)](https://reader033.fdocuments.us/reader033/viewer/2022061113/545d0200b0af9fb32c8b4cbd/html5/thumbnails/60.jpg)
04/08/23 60
Register for our newsletter for more tips and a free copy of our book
www.cascadeinsights.com/newsletter