1. Keeping an eye on the competition Go Beyond Google

3. We’ll be sharing with you:

4. 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

5. Information Retrieval and AnalysisHas Picked up Speed… 11/12/2009 3

6. Going Beyond Google 11/12/2009 4

8. Private Company Information

10. Citrix Systems4,600 Employees 11/12/2009 7

11. RightNow Technologies750 Employees 11/12/2009 8

12. RightNow Technologies750 Employees 11/12/2009 9

13. 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

14. Other “HR” CI tools Glassdoor Xing Social Networking – Europe Focused Facebook Indeed Search for Job Postings 11/12/2009 11

15. Glassdoor 11/12/2009 12

16. Glassdoor 11/12/2009 13

17. Company / Topic Tracking Silobreaker Yahoo Site Explorer SlideShare.net Searching Video Financial Information Ning 11/12/2009 14

18. Silobreaker 11/12/2009 15

19. Yahoo SiteExplorer 11/12/2009 16

20. SlideShare.net 11/12/2009 17

21. Searching Video www.blinkx.com www.silobreaker.com 11/12/2009 18

23. Finance.Google.com11/12/2009 19

24. Ning 11/12/2009 20

25. Analyzing and Tracking Web Sites WebSite Tracker Wordle.net RSS Feeds Google Reader The “Way Back Machine” 11/12/2009 21 Apple—1997

26. 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

27. Customer Success Stories Red Hat 11/12/2009 23

28. Community SiteChannel 9—Microsoft 11/12/2009 24

29. Intel “Products” Feed 11/12/2009 25

30. Changing Positioning Over Time * From the WayBackMachine—Archive.org 11/12/2009 26

31. 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

32. 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

33. Private / Smaller Companies SpyFu 11/12/2009 29

34. People Searching LinkedIn’s Profile Organizer Forbes/Lists Wink PublicRecordsNow Yasni 11/12/2009 30

36. Search for orgcharts - *.vsd

41. Created by Hasbro

42. Street View as Impressionist Art

43. http://billguffey.blogspot.com/11/12/2009 33

45. Specialize in projects that require:

46. Software or Hardware—Product/Industry Knowledge

47. Understanding of Business to Business Sales and Marketing Dynamics

48. Solid secondary research from non-marketing sources (forums, blogs, technical webcasts, and presentations, etc.)

49. Interviews with the users or implementers of your product and competing products in your space

50. Recruiting of hard to reach individuals, ranging from developers, senior architects, implementers, and executive decision makersContact: sean@cascadeinsights.comscott@cascadeinsights.comtel: 503.898.0004 11/12/2009 34