The free, one-hour webinar, Sourcing with Social Media: Tips from a Corporate Sleuth, was originally held Nov. 13, 2013. During this session, the principal in a competitive-intelligence firm will teach you how to harness social media to identify “influencers” – both regionally and nationally – in industries you cover, as well as how to contact them successfully. YOU WILL LEARN HOW TO: Find people who are experts on the topics related to your story Identify sources at a regional and a national level Get from their handle to their real name, and find them on many sites “Listen in” on these people as they broadcast across a variety of social media Determine their tone related to the topic – pro/against, etc. Determine the extent of their reach; when they talk, how many people listen? Determine the best way to reach out to them and make contact YOUR INSTRUCTOR Sean Campbell is a co-owner of Cascade Insights, a competitive-intelligence and market-research firm near Portland, Ore., that serves the technology industry. Before founding Cascade in 2006, he co-created and sold 3 Leaf, a technical consultancy that worked for some of the world’s largest technology companies, including Microsoft and Intel. He teaches courses in industry analysis and competitive intelligence in Willamette University’s MBA Program. His book, “Going Beyond Google: Gathering Internet Intelligence,” which he co-authored with Cascade co-owner Scott Swigart, was listed as a best read by the Strategic and Competitive Intelligence Professionals Association for 2009 and 2010. View or download this Cascade Insights primer to learn more about Campbell’s company. For more information training opportunities for business journalists, please visit http://businessjournalism.org.

1. About:
Your
Presenter
and
This
Talk
Contact:
info@cascadeinsights.com
/
503.898.0004
CI
Tips
&
Best
Prac6ces:
The
“CompeBBve
Intel”
Podcast

2. § Who
is
Cascade
Insights?
§ Cascade
Insights
provides
compe66ve
and
market
intelligence
to
B2B
high-­‐tech
hardware,
soBware,
and
services
companies
so
they
can:
§ Handle
the
CompeBBon
§ Capitalize
on
New
OpportuniBes
§ Leadership
§ Sean
Campbell
and
ScoQ
Swigart
§ Both
with
decades
of
tech
sector
experBse
and
years
of
compeBBve
intelligence
thought
leadership
§ Clients
include:
§ MicrosoU,
Symantec,
Cisco,
Intel,
McAfee,
Dassault
Systems,
T-­‐Mobile,
Salesforce.
Contact:
info@cascadeinsights.com
/
503.898.0004
CI
Tips
&
Best
Prac6ces:
The
“CompeBBve
Intel”
Podcast

3. “COMPETE
CAMP”/
“B2B
RESEARCH”

4. …all
in
Internet
Time.

7. OSINT
≠
Social
Media
Social
Media
is
<
OSINT
Social
Media
is
>
Twitter
&
LinkedIn

8. To
use
the
Modern
tools
effectively
you
need
to
know:
§ Why
are
you
at
that
site
vs.
another?
§ What
can
that
site
provide
you
in
terms
of
meaningful
contacts?
§ How
are
you
going
to
meaningfully
reach
out
to
the
contacts
you
find?

10. A
few
Benchmarking
Questions…
•
Do
you
use
rely
foremost
on
your
personal
connections
or
the
web
when
it
comes
to
connecting
to
the
right
sources?
•
Do
you
gather
OSINT
information
over
time
(weeks,
months,
years)
to
build
up
a
database
of
the
right
sources
or
only
on
an
ad-­‐hoc
basis
when
a
fire
drill
occurs?
•
Do
you
mine
job
postings,
resumes,
and
online
business
profiles
to
find
the
right
people
who
have
he
right
experience
and
perspective?
•
Do
you
actively
look
for
documents,
presentations
on
hosted
services
such
as
Scribd,
Slideshare,
etc.
that
mention
the
names
of
individuals
that
you
could
reach
out
to?
•
Are
you
regularly
mining
web
based
support,
customer,
and
industry
forums
for
people
with
the
right
level
of
accessibility,
experience,
and
perspective?
•
Do
you
mine
public
sector
information,
data
from
open
data
initiatives
to
find
the
right
people
to
reach
out
to?
•
Do
you
leverage
LinkedIn
as
a
tool
that
goes
beyond
a
mere
resume
holder?
10
11/12/13

12. Accessible
Experience
How
hard
is
it
to
obtain
an
interview?
How
long
will
it
take
to
obtain
What
degree
of
experience
does
the
interviewee
have
an
interview?
with
the
target
domain?
How
many
gatekeepers
might
you
have
to
go
through?
Is
the
interviewee
essentially
inaccessible?
Perspective
Is
their
experience
based
on
interactions
with
a
single
product
/
service
or
several?
How
many
different
industries
has
the
interviewee
worked
in?
Does
the
interviewee
have
direct
experience
with
more
than
one
competitor
in
the
target
market?

13. Why
Me?
Why
Now?
Why
Share?
• Profile
Details
• Industry
Exp
• Product
/
Srv.
Exp
• Incentive
• Profile
Details
• Access
to
the
Study
• Incentive
• Industry
Shared
Exp
• Business
Shared
Exp
• Anonymity
• Access
to
the
Study
Scheduled
Interview

15. ¡
Tools
§ Tweet
Deck
§ 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

16. TweetReach
Follower
Wonk
What
topics
/
hashtags
are
popular?
Who
has
a
good
follower
list
in
this
space?
What
kind
of
reach
does
that
topic
/
hashtag
have?
Who
is
focused
on
a
given
space
–
given
their
bio?

18. ¡
¡
¡
An
important
tool
Look
for
lists
of
other
twitter
accounts
that
“matter”
–
by
follower
/
following
account,
or
their
topic
focus
Follow
these
lists
in
whole
or
in
part
by
picking
particular
users
to
follow

19. ¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
¡
TweetFeel
MentionMap
Twiangulate
Social
Mention
Twitter
Counter
SnapBird
Foller.me
Trendistic
Twitonomy
Twittermap
Hashtagify.me
twXRay
–
Knight
Lab
twXplorer
–
Knight
Lab
TAME

20. ¡ Recently
indexed
all
425m
pieces
of
Twitter
related
content
going
back
to
2006.
§ Why
use
Topsy?
▪ Influencers
on
a
topic
▪ See
the
entire
timeline
of
a
users
tweets
▪ View
by
Links
–
find
relevant
articles,
sites,
etc.
▪ Which
domain
is
getting
more
tweets
on
a
industry
term
or
topic
▪ Site:Microsoft.com
virtualization
site:vmware
virtualization

21. ¡ Previously
you
had
to
Follow
Back
someone
on
Twitter
for
them
to
DM
you
¡ Not
anymore:

22. ¡ Identify
Influencers
in
a
given
community
¡ Constrain
your
searches
by:
city,
state,
geo
¡ Use
tools
to
find
the
relevant
hashtags,
users,
and
lists
to
follow

27. ¡
Find
people
who
are:
§ Industry
Experts
§ Product
Experts
§ Thought
Leaders

30. Because
companies
speak
in:
Don’t
forget
to
use
filetype:pptx,
filetype:ppt,
filetype:xlsx,
filetype:xls,
filetype:docx,
filetype:doc
in
conjunction
with
site:
<domain>
searches
Via
Google
when
tracking
a
competitor.
30
11/12/13

31. Find
documents
–
with
authors
–
that
you
need
to
contact…

33. Outside
of
what
the
NSA
might
have
up
their
sleeve
of
course….
;)

35. ¡ Connected
with
1
Lion
¡ 1
Lion:
§ Expanded
my
connections:
64,932
connections
At
the
Start:
My
Network
After
connecting
with
1
Lion

36. “Every
Person
is
his
or
her
own
brand.”
–
Reid
Hoffman
–
LinkedIn

39. ¡ Templates
for
InMails,
Outreach
¡ Defaults
to
send
through
a
group
(free
message)
if
available
¡ Reporting
¡ Etc.

40. "hadoop"
"seattle"-­‐intitle:"profiles"
-­‐inurl:"dir/
"
site:www.linkedin.com/in/
OR
site:www.linkedin.com/pub/
site:plus.google.com
~"apparel"
"lives
*
portland"
"Works
at
nike"
"
inurl:about

41. There
is
a
crack
in
everything,
that’s
how
the
light
gets
in.”
Leonard
Cohen
Filtering

44. ¡
LinkedIn
HR
¡
Harvard
Business
Review
¡
Project
Managers
Network
¡
§ 819,340
members
¡
§ 376,244
members
§ 506,555
members
¡
§ 465,404
members
¡
Finance
Club
Retail
Industry
Group
§ 311,924
members
¡
Oil
and
Gas
People
§ 299,644
members
¡
§ 377,211
members
¡
On
Startups
Media
Professionals
§ 339,
370
members
§ 379,939
members
¡
Telecom
Professionals
Future
Trends
§ 254,431
members
Cloud
Computing
§ 252,987
members

45. QUESTION
¡
Where
are
people
who
know
about
X
product
and
it’s
real-­‐
world
uses?
RECIPE
¡
¡
¡
¡
¡
¡
Find
job
posting
aggregators
that
have
API’s
or
which
you
can
manually
mine
the
data
Mine
data
from
these
aggregators
Focus
is
on
product
names,
solution
names,
related
certifications,
etc.
Plot
over
time
Extract
company
names,
regional
growth,
etc.
Compare
with
other
data,
etc.

46. ¡
Job
posting
aggregator
with
API

47. ¡
Indeed
§ Over
½
of
all
job
searches
start
on
Indeed
§ 100m
unique
visitors
a
month
§ Localized
in
50
countries
/
26
languages
–
covers
94%
of
Global
GDP
¡
Career
Builder
§ 24m
unique
visitors
a
month
§ 60
markets
worldwide

48. QUESTION:
¡
What
is
the
momentum
around
XYZ
market
trend?
RECIPE:
¡
¡
¡
¡
¡
¡
¡
Find
job
posting
aggregators
that
have
API’s,
Trend
Graphs,
etc.
Mine
data
from
these
aggregators
Focus
is
on
industry
trends
by
name
Drill
down
into
jobs
that
have
these
terms
in
descriptions,
titles,
etc.
Plot
over
time
Extract
regional
growth,
etc.
Compare
with
other
data
–
MR
Studies,
Analyst
Reports,
CI
/
MI
research
efforts

53. Title
Detail
Virtual
Sales
Specialist
“Supported
partner
(IronBow
Technologies)
with
multi-­‐year
BPA
for
Clinical
VA
opportunity
that
has
brought
in
$40+
Million
in
video
sales/services,
and
continues
to
add
more
video
end
points
and
other
collaboration
capabilities
to
our
Veterans.”
Sales
and
Credit
Analyst
“Allocation
and
forecasting
for
European
Stock
and
Storage
partners
such
as
Deutsche
Telekom
and
France
Telecom
with
a
total
yearly
sales
value
of
$200
million.
Advocate
for
European
Markets
Cisco
sales
group
while
handling
revenue
claims
along
with
all
other
issues
pertaining
to
sales.
Developed
and
maintained
relationships
across
all
platforms
and
teams
within
Cisco.”
Federal
Sales
Account
Manager
“U.S.
Indian
Health
Service:
$3.5m
in
bookings.
I
grew
this
account
60%
year
over
year
”
Cloud
Sales
Engineer
“Sales
Engineer
for
large
Multi-­‐National
Service
Provider
(AT&T)
within
Channel
Organization,
Developed
Go-­‐To-­‐Market
(GTM)
Strategy
that
increased
Cisco
UCS
Server
Sales
from
$843K
in
FY10
to
$3.79M
in
FY11
and
increase
of
350%
,
Led
Partner
Team
in
achieving
an
increase
of
Data
Center
Product
Sales
from
$23.9
million
in
FY09
to
$44.7
million
in
FY10
and
increase
of
87%
”

54. National
Sales
Manager
(McAfee)
“Managed
key
retail
partnerships
with
some
of
the
nation's
largest
technology
retailers
including
Walmart,
Staples,
Office
Depot,
OfficeMax
and
Sam's
Club.
My
territory
accounted
for
approximately
45%
of
the
U.S.
territory.
*
In
a
category
that
has
trended
down
20%
year-­‐over-­‐year,
I
was
able
to
grow
my
region
25%
and
exceed
Plan
by
13%.
*
Hunted
and
established
new
relationships
including
hhgregg,
BJ's
Wholesale
Club
and
TigerDirect.”
Sr.
Sales
Manager
(NetApp)
“Grew
annual
team
goal
from
$85M
to
$136M
for
public
sector
market
sales
by
creating
multiple
key
strategies
for
addressing
targets
and
customer
segments.”
“Developed
and
built
multi-­‐faceted
teams
from
14
to
30+
employees
with
specific
focus
on
State/local
government,
K-­‐12,
higher
education,
civilian,
and
Department
of
Defense
sectors.
Average
annual
goal
increased
from
$2M
to
$5M
per
inside
sales
rep.”
Senior
Sales
Executive
(NetApp)
Oversee
North
America
financials,
currently
covering
Goldman
Sachs
and
Barclays
Plc.
Sell
FAS/V-­‐Series,
Cloud,
professional
services
and
SSD
solutions.
•
Closed
a
$7.0
million
transaction
at
Goldman
Sachs
in
the
first
six
months
of
tenure.
$
client
title:sales
company:netapp
$
client
title:sales
company:mcafee

63. ¡
Example
Queries:
§ site:github.com
"joined
on"
"public
activity"
-­‐
tab.activity
§ site:github.com
"mountain
view"
google
"joined
on"
"public
activity"
-­‐tab.activity
§
site:resume.github.com

64. ¡ Review
Support
Forums
for:
§ Frequent
Complaints
§ Comments
about
Product
Futures
§ Topics
and
Threads
and
Forums
that
are
more
popular
than
others.
§ Etc.
¡ Tip:
§ Use
the
forum’s
own
advanced
search
tools
to
sort
by
most
read,
most
responded
to,
etc.

68. GOOGLE
EMPLOYEES
WHO
LIVE
IN
THE
DALLES,
OREGON
GOOGLE
DATA
CENTER

69. AMAZON
EMPLOYEES
WHO
LIVE
IN
SINGAPORE
MICROSOFT
EMPLOYEES
WHO
LIKE
IPHONES
AND
IPAD
WHO
ARE
BASED
IN
REDMOND,
WA

72. ¡
¡
¡
¡
540m
users
300m
active
in
the
“stream”
each
week
1.5
billion
photos
uploaded
every
week
Stats
as
of
October
2013

73. ¡
¡
¡
¡
¡
It’s
not
something
to
laugh
at
any
longer…
Stats
Google+
Communities
Google
+
Circles
Google+
Specific
Tools
§ For
marketers,
etc.
§ Find
People
on
Plus

74. ¡
Google
Ripples
§ Click
a
post
that
has
been
§
§
§
§
§
§
publicly
shared
Choose
“View
Ripples”
Works
best
on
posts
with
multiple
shares
See
who
shared
the
post
Watch
the
spread
of
the
post
visually
from
1st
share
to
last
See
who
shared
the
most
Find
new
influencers
to
follow

76. ¡ Use
the
basic
search
¡ Use
X-­‐Ray
Queries
§ site:plus.google.com
“lives
*
san
francisco”
“software
engineer”
“works
*
salesforce”

77. ¡
Compared
to
LinkedIn
§ You
don’t
have
to
be
connected
to
someone
to
view
their
profile
when
you
search.
▪ https://plus.google.com/
people/find
▪ X-­‐Ray
Searches
via
Google
Search
▪ Site:,
etc.

78. ¡
How
does
Google+
beat
Facebook
§ Posts
are
crawled
and
indexed
immediately
vs.
the
delay
that
is
§
§
§
§
§
inherent
on
some
other
platforms
Google
plus
personal
profiles
do
extremely
well
in
rankings
You
can
segment
your
audience/contacts
in
circles
and
interact
with
them
thru
your
customized
circles.
Crawlers
can
scan
up
to
2,5k
words
of
a
google
plus
page,
compared
to
merely
275
words
of
a
Facebook
page
(sorry
Zuck,
but
you
have
missed
it
here...)
There
is
also
evidence
that
author
rank
will
correlate
with
rankings
Google
plus
network
is
optimized
to
work
with
knowledge
graph
just
right
in
the
dawn
of
semantic
web.
And
the
list
goes
on...
http://www.foodforbots.com/2013/06/google-­‐plus-­‐vs-­‐facebook.html

79. http://www.je•ullas.com/2013/09/20/12-­‐awesome-­‐social-­‐media-­‐facts-­‐and-­‐statistics-­‐for-­‐2013/

80. http://www.je•ullas.com/2013/09/20/12-­‐awesome-­‐social-­‐media-­‐facts-­‐and-­‐statistics-­‐for-­‐2013/

81. http://www.je•ullas.com/2013/09/20/12-­‐awesome-­‐social-­‐media-­‐facts-­‐and-­‐statistics-­‐for-­‐2013/

83. ¡ iTunes
¡ Mobile
/
Tablet
App
§ Stitcher
Radio
§ Pocket
Casts
¡ Podcast
Alley

84. MeetUps
Search
for
session
leaders,
local
meetup
leaders,etc.
site:http://
www.meetup.com/
inurl:”big
data”
inurl:”members”
intitle:
(“IL”)

87. ¡
What
if
you
want
to
zero
in
geographically?
§ Followerwonk
–
Geo
§ Followerwonk
–
City
in
Bio
§ Facebook
Graph
–
Searches
by
City,
etc.
§ Google
–
Regional
Searches
§ LinkedIn
Search
by
Region
/
Industry
/
Company
§ Search.Twitter.com
–
near
this
place

88. ¡
Twitter
§
§
§
§
¡
¡
Includes
Facebook,
LinkedIn,
Twitter,
Google+
§
§
¡
Number
of
Likes
§
¡
Relationship
=
Followers
vs.
Following
Ratio
Mass
=
Tweets
Number
of
times
the
user
is
put
into
a
list
Number
of
followers,
Number
of
Circles,
etc.
View
Ripples
on
Posts
Slideshare
Klout
Google+
LinkedIn
Number
of
Connections
Number
of
times
listed
as
an
influencer
in
a
LinkedIn
Group
§ Number
of
times
endorsed
for
a
skill
§ Testimonials
/
Recommendations
§
§

89. ¡
¡
Services
like
Namechk
can
show
you
if
the
same
username
is
in
use
on
multiple
services
Knowem
is
a
similar
site

90. Why
Me?
Why
Now?
Why
Share?
• Profile
Details
• Industry
Exp
• Product
/
Srv.
Exp
• Incentive
• Profile
Details
• Access
to
the
Study
• Incentive
• Industry
Shared
Exp
• Business
Shared
Exp
• Anonymity
• Access
to
the
Study
Scheduled
Interview

91. ¡
Revolutionary
Sourcing
Millions
of
LinkedIn
(Xing,
Twitter,
etc.)
profiles
Millions
of
Job
Postings
Millions
of
resumes
on
job
sites
Thousands
of
public
conference
speaker
lists
Forums
filled
with
key
influencers
and
technology
implementers
who
are
clearly
identifiable
by
past
contributions.
§ Authors
of
presentations
and
documents
who
discuss
the
products,
solutions,
or
KIQ’s
in
focus.
§ Listings
of
industry
and
equity
analysts
§ Etc.
Etc.
Etc.
§
§
§
§
§

92. INTERNET
PEOPLE

93. ¡ Email:
sean@cascadeinsights.com
¡ Site:
www.cascadeinsights.com
¡ Twitter:
@sean_campbell
¡ Blog:
www.cascadeinsights.com/blog
¡ Podcast:
“Competitive
Intel”
podcast
on
iTunes
and
archived
on
our
site