An advanced guide on how to search on internet, because there is more than Google's white box :-)

1. Course #2 – Search online to
validate your Business
Opportunity
Specialized Master
International Project
Management
- Business Planning -
January, 29th 2013

2. Agenda!
• Introduction!
• Designing your research!
• Collect data: online research!
• Appendices: tools and sources!
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3. Agenda!
• Introduction!
• Designing your research!
• Collect data: online research!
• Appendices: tools and sources!
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4. Opportunity evaluation ≠ market survey
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5. Interview experts … and potential customers !
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6. Don’t underprice, esp. on a new market
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7. What is the issue ?
• Convince
Business investors
• Define
Marketing market
potential
• Assess
Survey willingness
to pay
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8. Specific research tools for each step in
the marketing process
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9. Qualitative vs quantitative research
• Methods: face2face, • Methods: invivo
telephone, internet, observation, focus
mail, email, mobile .. groups, individual
• Sampling:striclty interviews, desk
random, quotas, research, …
representative,
panels, … 9

10. Agenda!
• Introduction!
• Designing your research!
• Collect data: online research!
• Appendices: tools and sources!
10!

11. Infobesity anyone ? Not new!
Sources : COPAN Systems 2006, IDC 2008!
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12. How can we manage and mine all this information ?!
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13. The web is dead, long live internet !
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14. And it gets worse with …
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15. A new type of content has emerged
Social
Location Feeds
sharing
Mobile
Contextualized real-time
information
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16. The solution: search, filter and zoom
Maps / graphs / clouds and faceted search 16

17. What are you looking for ?
• Market data:
– Size (volume, value), evolution, …
– Segmentation
• Competitive data:
– Product/features portfolio
– Positioning (price, image)
– Marketing strategy (advertising, PR, …)
– Sales strategy (distribution channels, promotions, …)
– Quantitative data (customers, visits, fans, …)
– Financial data (P&L, Balance shet)
• Key information:
– Value chain & business models
– KPIs and costs
• Influencers & experts:
– To collect data 17
– For your communication purposes

18. Search strategies
• Increase the signal / noise ratio by:
– Improving the focus of your search
– Improving the quality of the index
• Keyword based:
– Synonyms: identify them using thesaurus and rebound
– Clustering: semantic or taxonomy
– Keywords generators
• Search and surf:
– Let serendipity (and instinct) guide you
– Index / bookmark / tag as you navigate
• Start from a fixed point and radiate:
– From a website using links and backlinks
– From a person using Twitter
• Multiply sources
– Different search engines 18
– Competitor research / survey companies

19. Validate information
• Use Wikipedia as a starting, not final point
• Paper vs online, books and newspapers vs blogs
• A fact has a source, a collection method and a date or
it’s a hearsay
• Facts can be checked, but opinions are also valued
• Ask an expert (offline or online – Quora)
• Check online sources:
– whois, about, history,…
– Factcheck.org
– Rumors, hoaxes and myths : hoaxbuster.com
• Separate influence, e-reputation and buzz
– Indexes : Klout, Kred, …
– Popularity does’nt mean activation or engagement
– Balance reach AND affinity
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20. Watch how it evolves
• Set Google alerts
• WhatchThatPage, FollowThatPage
• Google Trends / Insights for Search
• Create and filter feeds:
– Create a RSS feed: Ponyfish, Feedity
– Cleanse a RSS feed: Yahoo! Pipes, Feedrinse
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21. Agenda!
• Introduction!
• Designing your research!
• Collect data: online research!
• Appendices: tools and sources!
21!

22. Start with setting your expectations
Time
Quality
Scope Cost
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23. Where to find what
Web pages • Google
• Google Customized Search
• Google news
News • EuFeeds
• Pikanews
Deep web • Telescope
• Copernic
• Slideshare, Scribd, Issuu
Specific • Flickr
• Google Advanced Search
docs format • Pikanews
• Vimeo, YouTube 23

24. Apply a social filter: curators
Real-time
news
Organized
content
« Newsletters »
Events
Pictures &
infographics
Tags
Définition : curate: /’kyuoŏ,rat/ [verb, transitive]
– select, organize, and look after the items in (a collection or exhibition); from
Latin cura, meaning to care 24

25. Curation tools
• Twitter • Pearltrees • Scoop.it
hashtags • Socialcompare • Paper.li
• Mindmeister
Organized
Real-time news Content « Newsletters »
• Storify • Pinterest • Delicio.us
• Eventifier • Flickr groups • Diigo
Pictures and
Events infographics Tags
More at:
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http://socialcompare.com/fr/comparison/curation-platforms-amplify-knowledge-plaza-storify

26. What about SoLoMo ?
• Geo-localized social information from public feeds:
– Twitter
– foursquare
• People network:
– Linkedin, Viadeo
– Societe.com
– Pipl, Yatedo, 123people, Yasni
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27. Exercices
• Google Advanced Search
– By date
– By file type
– By backlink
• Google Customized Search
– Google Marker collaborative indexing
– Search
• Slideshare
• Twitter advanced search
– By geographic radius
• Linkedin advanced search
– People & Companies
– Signal
• PageRankStatus
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28. Agenda!
• Introduction!
• Designing your research!
• Collect data: online research!
• Appendices: tools and sources!
28!

29. Quelques liens pour aller plus loin …
Additional links in French J
• Guide méthodologique, pour chercher de l’info
http://www.iaat.org/telechargement/guide_methodo/
collecter_info.pdf
• Outils de veille, moteurs de recherche
http://www.outilsfroids.net/ ,
http://www.abondance.com/ ,
http://www.actulligence.com/ ,
http://www.inter-ligere.fr/
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30. Key secondary sources
• IT research firms: Forrester, Gartner, Jupiter
• Opinon and market research: Ifop, OpinionWay, TNS, Harris
Interactive
• Market research dedicated organizations: Pew Internet Survey,
eMarketer, JdNet, ElectronicBusinessGroup
• Software and hardware vendors: ATG, IBM, Facebook, Microsoft,
Axciom, ReturnPath, IDC, Google
• Audience measurement: ComScore / MediaMetrix, Kantar Media,
OJD, Mediametrie, S.M.A.R.T. Report, Irep/FrancePub,
ZenithOptimedia
• Mobile advertising: AdMob, Distimo, Hitwise
• Industry associations: AFMM, SNCD, AFM, IAB, SRI, DMA, WOMA,
AFIC, UDA
• Consulting firms: Deloitte, Ernst & Young, Oliver Wyman, Morgan
Stanley, Booz & Co, Capgemini, McKinsey, Bain, Grant Thornton,
KPMG
• French public administrations: DARES, INSEE, CNC, ARCEP, OIV,
CREDOC, Ministère de la Culture, DGSIP, OVE
• International public administrations: OECD, OIT, OMS, Eurostat 30

31. Tools list for online search
• Search engines: Google, Exalead, Yahoo!, Bing
• Faceted / clustered search: iSeek
• Directories: DMOZ
• Multiple search: Graball, Metacrawler, Boardreader
• Metasearch engines: Copernic, Telescope
• Bookmarks: Delicio.us, Diigo
• Graph analysis: Touchgraph, Google Browser, Bluenod,
Facebook Graph Search
• Whois
• Translation: Google Translate, Reverso, Babylone
• Thesaurus: Visual Thesaurus, Lexipedia
• Companies: Societe.com, Infogreffe, Hoover
• Academic/research : Mendeley, Google Scholar
• Online audience stats: Xiti, Alexa, Google, Compete
• Crowdsourced feature comparison: SocialCompare
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32. Social media tools
• eReputation: Klout, Kred, PeerIndex, HowSociable
• Realtime: Twitter, Topsy,
• Monitoring: Trackur, SocialMention, Radar.ly,
SocialBro, Google Analytics Social Reports, Datasift,
Traackr, Beevolve, Shoork
• Twitter statistics: TweetReach, Twittalyser,
TwitterCounter
• Management: HootSuite, TweetDeck, Dialogfeed,
Viralheat, eCairn, Radian6, Adobe Marketing Cloud
• Geolocalized tweets and twittos: Twitter advanced
search, Twellowhood, Localtweeps, TwitterLocal, Nearby
Tweets, Twitaholic, Tweography
• Mapping geolocalized content: 4mapper, 4sqmap,
Tripline, Memolane, Sna.pr,
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33. Survey tools
• Simple survey: SurveyMonkey, Zoomerang, eSurveys
• Simple polls: PollDaddy, Doodle
• Advanced survey tools: Qualtrics, QuestionPro
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34. A short bibliography to go further …
• FIELDING Nigel & M. LEE Raymond, The SAGE Handbook of Online Research
Methods, Sage Publications, 2008
• MAC LEOD Don, How to find out anything, Prentice Hall Press, 2012
• PORTER Michael E., Competitive Strategy, Techniques for Analyzing
Industries and Competitors, Free Press, 1998
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35. Contacts!
Amaury de Buchet
Affiliate Professor ESCP Europe
Strategy, Entrepreneurship and Innovation
Mob : + 33 6 60 44 0412
Contact : adebuchet@escpeurope.eu
Twitter : @adebuche
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