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Sean Campbell presents the free, one-hour webinar, "Sourcing with Social Media: Tips from a Corporate Sleuth," sponsored by the Donald w. Reynolds National Center for Business Journalism. For more information training opportunities for business journalists, please visit http://businessjournalism.org.
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About: Your Presenter and This Talk
Contact: [email protected] / 503.898.0004 CI Tips & Best Prac6ces: The “CompeBBve Intel” Podcast
§ 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: [email protected] / 503.898.0004 CI Tips & Best Prac6ces: The “CompeBBve Intel” Podcast
“COMPETE CAMP”/ “B2B RESEARCH”
…all in Internet Time.
OSINT ≠ Social Media
Social Media is < OSINT
Social Media is > Twitter & LinkedIn
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?
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?
11/12/13 10
Accessible
How hard is it to obtain an interview? How long will it take to obtain an interview?
How many gatekeepers might you have to go through?
Is the interviewee essentially inaccessible?
Experience
What degree of experience does the interviewee have with the target domain?
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?
Why Me? • Profile Details • Industry Exp • Product / Srv. Exp
Why Now? • Incentive • Profile Details • Access to the Study
Why Share? • Incentive • Industry Shared Exp • Business Shared Exp • Anonymity • Access to the Study
Scheduled Interview
¡ 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
TweetReach
What topics / hashtags are popular?
What kind of reach does that topic / hashtag have?
Follower Wonk
Who has a good follower list in this space?
Who is focused on a given space – given their bio?
¡ 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
¡ TweetFeel ¡ MentionMap ¡ Twiangulate ¡ Social Mention ¡ Twitter Counter ¡ SnapBird ¡ Foller.me ¡ Trendistic ¡ Twitonomy ¡ Twittermap ¡ Hashtagify.me ¡ twXRay – Knight Lab ¡ twXplorer – Knight Lab ¡ TAME
¡ 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
¡ Previously you had to Follow Back someone on Twitter for them to DM you
¡ Not anymore:
¡ 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
¡ Find people who are: § Industry Experts § Product Experts § Thought Leaders
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.
11/12/13 30
Find documents – with authors – that you need to contact…
Outside of what the NSA might have up their sleeve of course…. ;)
¡ Connected with 1 Lion ¡ 1 Lion:
§ Expanded my connections: 64,932 connections
After connecting with 1 Lion At the Start: My Network
“Every Person is his or her own brand.” – Reid Hoffman – LinkedIn
¡ Templates for InMails, Outreach ¡ Defaults to send through a group (free message) if available
¡ Reporting ¡ Etc.
"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
There is a crack in everything, that’s how the light gets in.” Leonard Cohen
Filtering
¡ LinkedIn HR § 819,340 members
¡ Harvard Business Review § 506,555 members
¡ Project Managers Network § 465,404 members
¡ Finance Club § 379,939 members
¡ On Startups § 377,211 members
¡ Telecom Professionals § 376,244 members
¡ Media Professionals § 339, 370 members
¡ Retail Industry Group § 311,924 members
¡ Oil and Gas People § 299,644 members
¡ Future Trends § 254,431 members
¡ Cloud Computing § 252,987 members
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.
¡ Job posting aggregator with API
¡ 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
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
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% ”
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
¡ 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
¡ 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.
GOOGLE EMPLOYEES WHO LIVE IN THE DALLES, OREGON GOOGLE DATA CENTER
AMAZON EMPLOYEES WHO LIVE IN SINGAPORE
MICROSOFT EMPLOYEES WHO LIKE IPHONES AND IPAD WHO ARE BASED IN REDMOND, WA
¡ 540m users ¡ 300m active in the “stream” each week
¡ 1.5 billion photos uploaded every week
¡ Stats as of October 2013
¡ It’s not something to laugh at any longer…
¡ Stats ¡ Google+ Communities ¡ Google + Circles ¡ Google+ Specific Tools
§ For marketers, etc. § Find People on Plus
¡ 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
¡ Use the basic search ¡ Use X-‐Ray Queries
§ site:plus.google.com “lives * san francisco” “software engineer” “works * salesforce”
¡ 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.
¡ 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
http://www.je�ullas.com/2013/09/20/12-‐awesome-‐social-‐media-‐facts-‐and-‐statistics-‐for-‐2013/
http://www.je�ullas.com/2013/09/20/12-‐awesome-‐social-‐media-‐facts-‐and-‐statistics-‐for-‐2013/
http://www.je�ullas.com/2013/09/20/12-‐awesome-‐social-‐media-‐facts-‐and-‐statistics-‐for-‐2013/
¡ iTunes ¡ Mobile / Tablet App
§ Stitcher Radio § Pocket Casts
¡ Podcast Alley
MeetUps Search for session leaders, local meetup leaders,etc.
site:http://www.meetup.com/ inurl:”big data” inurl:”members” intitle:(“IL”)
¡ 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
¡ Twitter § Relationship = Followers vs. Following Ratio § Mass = Tweets § Number of times the user is put into a list
¡ Slideshare § Number of Likes
¡ Klout § Includes Facebook, LinkedIn, Twitter, Google+
¡ Google+ § Number of followers, Number of Circles, etc. § View Ripples on Posts
¡ LinkedIn § Number of Connections § Number of times listed as an influencer in a
LinkedIn Group § Number of times endorsed for a skill § Testimonials / Recommendations
¡ Services like Namechk can show you if the same username is in use on multiple services
¡ Knowem is a similar site
Why Me? • Profile Details • Industry Exp • Product / Srv. Exp
Why Now? • Incentive • Profile Details • Access to the Study
Why Share? • Incentive • Industry Shared Exp • Business Shared Exp • Anonymity • Access to the Study
Scheduled Interview
¡ 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.
INTERNET PEOPLE
¡ Email: [email protected] ¡ Site: www.cascadeinsights.com ¡ Twitter: @sean_campbell ¡ Blog: www.cascadeinsights.com/blog ¡ Podcast: “Competitive Intel” podcast on iTunes and archived on our site
