sourcing with social media: tips from a corporate sleuth by sean campbell

About:  Your  Presenter  and  This  Talk  

Contact:  info@cascadeinsights.com  /  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:  info@cascadeinsights.com  /  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?  

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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:  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