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Keeping Tabs on the Competition –Company Research via the Internet
Research EdgeCindy Fromherz, PrincipalApril, 2011
The action of defining, gathering, analyzing, and distributing Intelligence about products, customers, competitors and any aspect of the environment needed to support executives and managers in making strategic decisions for an organization.
The competition may know a lot more about your business than you think!
(c) 2011 Bush & Associates LLC, dba Research Edge
What is competitive intelligence?
For the full picture, you need to also look at key employees, products, and more
Can use the same tools to check out potential partners, customers, or suppliers
There is a big difference between public and privatecompanies in available information
The smaller the company, the less info available
(c) 2011 Bush & Associates LLC, dba Research Edge
This presentation will focus on one aspect of Competitive Intelligence – private company research via the internet
(c) 2011 Bush & Associates LLC, dba Research Edge
My Toolkit for Company Research
Select the tools that work for you!
(c) 2011 Bush & Associates LLC, dba Research Edge
Our Example – Loubat Equipment Company
Use exact phrases, enclosed with quotes “internet marketing”
Be specific, using multiple words “internet marketing” trends “small business”
Exclude words via the minus sign“internet marketing” –”social media”
Use the OR operator to include several concepts in one search internet OR “social media” marketing
Focus using google features – news, blogs, image, etc.
See Google Search Basics for a full list of features - http://bit.ly/dVyZh1
(c) 2011 Bush & Associates LLC, dba Research Edge
On-line research is easier with good search techniques!
Key personnelAddressPhone numbersE-mail addressesNAICS (industry) codes Number of employeesRevenueCorporate affiliationsCredit infoAnd more
Free sources are limited – be prepared for ads and come-ons to buy more information.
(c) 2011 Bush & Associates LLC, dba Research Edge
On-line Business Databases
FreeMantaHoover’sZapdataZoomInfo
FeeinfoUSASelectoryHoover’sZapdata
(c) 2011 Bush & Associates LLC, dba Research Edge
Example - RefUSA – via Public Library
(c) 2011 Bush & Associates LLC, dba Research Edge
Content. Don’t overlook! But only info the company wishes you to see will be available.
CompeteAlexaAttention MeterNeilson (fee)Hitwise (fee)Yahoo Site ExplorerSEOmoz Open Site ExplorerWhoisQuarkbase
(c) 2011 Bush & Associates LLC, dba Research Edge
Competitor WebsitesWeb analyticsUsage. Traffic, unique visitors, visit trends, audience demographics, etc. LinksOther sites linking to website. Indicator of trust or popularityDomain detailsWho owns, how long, other URLs on server
(c) 2011 Bush & Associates LLC, dba Research Edge
Example – Site Analytics - Traffic
(c) 2011 Bush & Associates LLC, dba Research Edge
Example – Site Analytics - Keywords
(c) 2011 Bush & Associates LLC, dba Research Edge
Example - Links
(c) 2011 Bush & Associates LLC, dba Research Edge
Social Media
Social networking sites – Facebook, LinkedIn, Twitter
Business reviews – Yelp, TripAdvisor, Citysearch
Blogs – company specific or other
Social content – video (YouTube), photos (Flickr), presentations (Slideshare), audio/podcasts
Groups, forums, chat rooms
Facebook business “pages” function as interactive company websites.
(c) 2011 Bush & Associates LLC, dba Research Edge
Business Networking SitesTwitter
Twitter advanced search has powerful features
Also use twitseek, exacttweets, twitscoop, and twellow
A million+ company profiles
Employees in your network
Company stats (job function, years experience, degree)
Former employees
Search enginesInternal to siteAggregators
Social MentionWhos TalkinCollectaIceRocketCollectaTechnoratiBlogPulse
Results will vary significantly based on the tool or technique utilized! Experiment.
(c) 2011 Bush & Associates LLC, dba Research Edge
Social Media Search Tools
Web searchUse these words with competitor’s name, brands, features, etc.
LikeLoveSucksI wishHate
Example - YouTube
Example – Social Media Aggregator
Business registration. Through Secretary of State and occupational licenses. Ownership, corporate history, registered agents, dba, trademarks, etc. Legal filings and decisions. Lawsuits, bankruptcies, assetsPermits, regulatory, environmental. Building permits, zoning requests, environmental clearances, violations Patents. Very important in certain industries - tech, biomedical, manufacturing, etc.
Availability of on-line records varies from jurisdiction to jurisdiction.
(c) 2011 Bush & Associates LLC, dba Research Edge
Public Records and other Filings
(c) 2011 Bush & Associates LLC, dba Research Edge
Example – Corporations Database
Business and trade journals are excellent information sources, but free access to recent articles is limited. Look for free trial offers.
(c) 2011 Bush & Associates LLC, dba Research Edge
Newspapers and Periodicals
Search within specific local news sources
Use “journal” in the search query
Use specific terms, e.g., expansion, lawsuit
Free on-line sources –Magportal, Metagrid, Highwire
Company profilesExecutive profilesChanges in managementNew locationsNew product linesFacility improvementsFuture plansLawsuits or bankruptcies
(c) 2011 Bush & Associates LLC, dba Research Edge
Example – Media Search
New hiring activitySkills soughtLocation of new hiresPay scalesClues to expansionsClues to new market entryClues to corporate strategy
National jobsitesMonsterCareer BuilderJob Search.com
Local job sitesNola.comWorkNolaLocal Craig’s List
(c) 2011 Bush & Associates LLC, dba Research Edge
Advertised Jobs
(c) 2011 Bush & Associates LLC, dba Research Edge
Maps
No Surprises!!
Google Alerts – for competitor’s company name, brand, key executives
Social media alerts – same as above, for favorite aggregator search engine
Subscribe to competitor’s blog (anonymous through RSS feed) or newsletter (sign-up generally required)
Monitor changes to competitor’s website –ChangeDetection.com
(c) 2011 Bush & Associates LLC, dba Research Edge
Ongoing Monitoring
Research Edge is a New Orleans based consulting firm specializing in business research. We help clients understand their customers, their competition, and the environment in which their business operates so they can make smart decisions.
Cynthia B. Fromherz, Principal
Contact us at: [email protected]