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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](https://image.slidesharecdn.com/130220howtosearchonlinetovalidateabusinessopportunity-pptx-130220145257-phpapp01/75/130220-how-to_search_online_to_validate_a_business_opportunity-pptx-24-2048.jpg)
Uploaded byAmaury de Buchet
130220 how to_search_online_to_validate_a_business_opportunity.pptx
The document provides an overview of online research tools and strategies for evaluating business opportunities. It discusses designing targeted online searches, collecting qualitative and quantitative data from sources like social media, interviews, and market reports. A variety of specific online tools are presented for gathering market size, competitor analysis, expert insights, and tracking industry trends to validate information and understand market evolution.
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130220 how to_search_online_to_validate_a_business_opportunity.pptx
- 1. Course #2 –Search online to validate your Business Opportunity Specialized Master International Project Management - Business Planning - January, 29th 2013
- 2. Agenda! • Introduction! • Designingyour research! • Collect data: online research! • Appendices: tools and sources! 2!
- 3. Agenda! • Introduction! • Designingyour research! • Collect data: online research! • Appendices: tools and sources! 3!
- 4. Opportunity evaluation ≠market survey 4
- 5. Interview experts …and potential customers ! 5!
- 6. Don’t underprice, esp.on a new market 6
- 7. What is theissue ? • Convince Business investors • Define Marketing market potential • Assess Survey willingness to pay 7
- 8. Specific research toolsfor each step in the marketing process 8
- 9. Qualitative vs quantitativeresearch • 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! • Designingyour research! • Collect data: online research! • Appendices: tools and sources! 10!
- 11. Infobesity anyone ?Not new! Sources : COPAN Systems 2006, IDC 2008! 1 1 11
- 12. How can wemanage and mine all this information ?! 1 2 12
- 13. The web isdead, long live internet ! 13
- 14. And it getsworse with … 14
- 15. A new typeof content has emerged Social Location Feeds sharing Mobile Contextualized real-time information 15
- 16. The solution: search,filter and zoom Maps / graphs / clouds and faceted search 16
- 17. What are youlooking 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 • Increasethe 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 • UseWikipedia 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 19
- 20. Watch how itevolves • 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 20
- 21. Agenda! • Introduction! • Designingyour research! • Collect data: online research! • Appendices: tools and sources! 21!
- 22. Start with settingyour expectations Time Quality Scope Cost 22
- 23. Where to findwhat 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 socialfilter: 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: 25 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 26
- 27. Exercices • Google AdvancedSearch – 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 27
- 28. Agenda! • Introduction! • Designingyour research! • Collect data: online research! • Appendices: tools and sources! 28!
- 29. Quelques liens pouraller 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/ 29
- 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 foronline 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 31
- 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, 32
- 33. Survey tools • Simplesurvey: SurveyMonkey, Zoomerang, eSurveys • Simple polls: PollDaddy, Doodle • Advanced survey tools: Qualtrics, QuestionPro 33
- 34. A short bibliographyto 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 34 34
- 35. Contacts! Amaury de Buchet AffiliateProfessor ESCP Europe Strategy, Entrepreneurship and Innovation Mob : + 33 6 60 44 0412 Contact : adebuchet@escpeurope.eu Twitter : @adebuche 35!