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7 8 Laws of Internet Research7 8 Laws of Internet ResearchPresented by:Donato Diorio | Founder & CEOBroadlook Technologies
Presented by:Donato Diorio | Founder & CEOBroadlook Technologies
Sponsored by:Sponsored by:
Copyright 2009, Donato Diorio & Broadlook Technologies, All Rights Reserved. Do not reproduce without permission
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My inspiration for defining the laws...My inspiration for defining the laws...
Moores Law Moores Law
Computing power doubles every 18 monthsComputing power doubles every 18 months
Neilsens Law Neilsens Law
Bandwidth grows 50% per yearBandwidth grows 50% per year
Kryder’s Law Kryder’s Law
Storage capacity grows 40% per yearStorage capacity grows 40% per year
2018 - $1000 buys 10 terabits (memory of human brain)2020 - $1000 computer has processing power of human brain2029 - $1000 computer has processing power of 1000 humans
2018 - $1000 buys 10 terabits (memory of human brain)2020 - $1000 computer has processing power of human brain2029 - $1000 computer has processing power of 1000 humans
http://en.wikipedia.org/wiki/The_Singularity_is_Near#Predictions
Source: Ray Kurzweil. The Singularity is NearSource: Ray Kurzweil. The Singularity is Near
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Why define laws of Internet research?
Why define laws of Internet research?
•Laws are fundamental building blocks for creating theories
•Theories can be tested faster and with more certainty with a base of laws
•Processes can be formulated and tested based on theories
•Business models can be architected using combination of laws, theories and processes
•Laws are fundamental building blocks for creating theories
•Theories can be tested faster and with more certainty with a base of laws
•Processes can be formulated and tested based on theories
•Business models can be architected using combination of laws, theories and processes
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The Laws of Internet Research
The Laws of Internet Research
1.Environment
2.Permutation
3.Completeness
4.Experimentation
5.Frequency
6.Documentation
7.Taxonomy
8.Measurable Results
1.Environment
2.Permutation
3.Completeness
4.Experimentation
5.Frequency
6.Documentation
7.Taxonomy
8.Measurable Results
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A tale of 2 theoriesA tale of 2 theories
less than 1000 Resultsless than 1000 Results
Create a list of resumes from the Internet that have the skills CSharp and .NET
Create a list of resumes from the Internet that have the skills CSharp and .NET
Query google to search for all resumes that list CSharp and .NET (1.2 million)
Query google to search for all resumes that list CSharp and .NET (1.2 million)
Copy all 1.2 million resumes into the applicant tracking system
Copy all 1.2 million resumes into the applicant tracking system
AA
50,000+ Results50,000+ Results
Make a list of all search terms that could lead to resumes that mention the
skills CSharp and .NET
Make a list of all search terms that could lead to resumes that mention the
skills CSharp and .NET
Make a list of (1) target search engines and (2) all major geographic locations
Make a list of (1) target search engines and (2) all major geographic locations
Combine list of search terms with list of all geographic areas to create a master list of search queries. Optimize for all
search engines
Combine list of search terms with list of all geographic areas to create a master list of search queries. Optimize for all
search engines
BB
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The State of the Internet The State of the Internet
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The Internet is the world’s largest source of
information.
The Internet is the world’s largest source of
information.
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How much information is there?
How much information is there?
Library of
congress11 terabytes
Surface Internet
167 terabytes
Deep Internet
91,000 terabytesIndiana University faculty member Javed Mustafa appeared on National Public Radio's
Science Friday program on July 27, 2007, and drawing on information in a published study from University of California, Berkeley entitled How much information is there?,
estimated that the deep web consists of about 91,000 terabytes. By contrast, the surface web, which is easily reached by search engines, is only about 167 terabytes. The Library of Congress contains about 11 terabytes, for comparison. Mustafa noted
that these numbers were a bit dated and were just rough estimates.
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US businesses with websites (2008)
US businesses with websites (2008)
9.59.510.910.9
12.612.614.414.4
2002
2002
2003
2003
2004
2004
2005
2005
Mill
ions
of
Co.
Mill
ions
of
Co.
2008
2008
20.620.6
2006
2006
15.815.8
95% of companies over 5 employees has a website
(millions)(millions)
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Dispelling 2 mythsDispelling 2 myths
• Everyone will eventually have access to all information.
• Search engines (google) indexes the entire Internet.
• Everyone will eventually have access to all information.
• Search engines (google) indexes the entire Internet.
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POLLPOLL
What percent of the Internet is Indexed by
Google?
Answer: .18%Answer: .18%
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The 8 Laws...The 8 Laws...
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The Law of EnvironmentThe Law of Environment1111
Understand the capabilities and limitations of the
search medium
Understand the capabilities and limitations of the
search medium
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Top environment questionsTop environment questions•Access: Free, Membership, paid, barter, hybrid
•Restrictions: Relationship, Metered?
•Updates: 14, 30, 60, real-time
•Search: fields, boolean, semantic, incremental?
•Results: Full, partial, pay-as-you-go?
•Access: Free, Membership, paid, barter, hybrid
•Restrictions: Relationship, Metered?
•Updates: 14, 30, 60, real-time
•Search: fields, boolean, semantic, incremental?
•Results: Full, partial, pay-as-you-go?
Google Attributes:
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In-depth environment considerations
In-depth environment considerations•Access: Free, paid, barter
•Restrictions: Relationship, Metered
•Updates: days, weeks, months
•Search: fields, boolean, semantic, incremental
•Results: Full or partial
•Access: Free, paid, barter
•Restrictions: Relationship, Metered
•Updates: days, weeks, months
•Search: fields, boolean, semantic, incremental
•Results: Full or partial
Access Restrictions Updates Search Results
free none 14 days boolean partial
SimpleSimpleSimpleSimple
•Extended command set (intitle: inurl: )
•keywords supported (Google = 32)
•Homogeny: Similar or non-similar results
•Static or data-driven
•Structured, unstructured, derived
•Extended command set (intitle: inurl: )
•keywords supported (Google = 32)
•Homogeny: Similar or non-similar results
•Static or data-driven
•Structured, unstructured, derived
Command set Keywords Homogeny Static/Data driven
Results structure
intitle, inurl, etc 32 no combinatio
nunstructur
ed
AdvancedAdvancedAdvancedAdvanced
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The Google EnvironmentThe Google Environmentintitle:resume OR inurl:resume java biochemistintitle:resume OR inurl:resume java biochemist
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Chaos and confusionChaos and confusion
FacebookFacebook
PlaxoPlaxo
Corporate websitesCorporate websites PatentsPatentsFriendst
erFriendst
er
MySpace
SEC filings Bing Bing
YahooYahoo
HooversHoovers
Search enginesSearch engines
LinkedINLinkedIN
google alertsgoogle alerts
press releasespress releases
association websites
association websites
GoogleGooglePDF’sPDF’s
SpokeSpoke
Alta VistaAlta Vista
reference checksreference checks
white paperswhite
papers
ZoominfoZoominfo
TalentSpringTalentSpring
Internal CRMInternal CRM
monstermonster
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An ordered visionAn ordered vision
AccessRestriction
sResults Search Updates
free orpaid
relationship, metered, barter
full orpartial
fields, boolean or semantic
days, months, years
Google free none partial boolean 14 days
LinkedIN free relationship partial fields daily
free relationship partial fields daily
Hoovers paid metered partial fields yearly
Jigsaw hybrid barter partial fields quarterly
Zoominfo
paid metered partial fields quarterly
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The Law of PermutationThe Law of
Permutation2222
The Internet is written in the language of the many and can not be encapsulated from one vantage point
The Internet is written in the language of the many and can not be encapsulated from one vantage point
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POLLPOLL
As standard practice, when you search for a title, how many title
combinations do you use?
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Permutation...
56 total
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The Law of Completeness
The Law of Completeness3333
If possible, work with all the results from your
search
If possible, work with all the results from your
search
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Example 1 - find an agent page
Example 1 - find an agent page
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Example 2 - find an agent page
Example 2 - find an agent page
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Example 3 - find an agent page
Example 3 - find an agent page
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Example 4 - find an accountant
Example 4 - find an accountant
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Incorrect!
??
Completeness...on zip codes
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Completeness...correct
Completeness...correct
Correct!
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The Law of Experimentation
The Law of Experimentation4444
The Internet is so vast, with so much information you
must experiment to attain optimal results
The Internet is so vast, with so much information you
must experiment to attain optimal results
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Experimentation tipsExperimentation tips
• Research is fluid and changing
• Don’t treat the Internet like a database
• Each piece of knowledge you learn effects your next query/search
• Never rely solely on technology.
• Research is fluid and changing
• Don’t treat the Internet like a database
• Each piece of knowledge you learn effects your next query/search
• Never rely solely on technology.
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Experimentation...example
Experimentation...exampleFinding manufacturing
engineers...Finding manufacturing
engineers...
1.First find out where they hang out2.Create a list of those places3.Talk to a few candidates & check your
premises4.Rework your search strategy
accordingly.
1.First find out where they hang out2.Create a list of those places3.Talk to a few candidates & check your
premises4.Rework your search strategy
accordingly.
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Experimentation... finding manufacturing engineers...Experimentation... finding manufacturing engineers...
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The Law of FrequencyThe Law of Frequency5555
Select a refresh cycle that fits the data you are searching for and the
mediums you are using
Select a refresh cycle that fits the data you are searching for and the
mediums you are using
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Frequency tipsFrequency tips• Yesterday’s search does not equal
todays search
• Decide if you are “reactive” or pipeline building.
• Save your results (they may never be there again)
• Pick a refresh cycle
• Record your methods in your “toolbox”
• Yesterday’s search does not equal todays search
• Decide if you are “reactive” or pipeline building.
• Save your results (they may never be there again)
• Pick a refresh cycle
• Record your methods in your “toolbox”
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Java resume search Java resume search
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Java resume search - last 24 hours
Java resume search - last 24 hours
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The Law of Documentation
The Law of Documentation6666
A process not documented is a process not scalable
A process not documented is a process not scalable
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Documentation tipsDocumentation tips•Watch what your rainmakers are already
doing and document it.
•Make sure your CRM or ATS fits your process vs. being forced into it’s process
•You don’t need to understand the technical details of a process to document the workflow
•Corporate Wiki’s are great, cheap starting point to document process. (Integrating into your CRM is even better)
•Watch what your rainmakers are already doing and document it.
•Make sure your CRM or ATS fits your process vs. being forced into it’s process
•You don’t need to understand the technical details of a process to document the workflow
•Corporate Wiki’s are great, cheap starting point to document process. (Integrating into your CRM is even better)
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The Law of TaxonomyThe Law of Taxonomy7777
There are internal and external taxonomies.
Success in searching comes by encapsulating the “self description” language of
internal taxonomies
There are internal and external taxonomies.
Success in searching comes by encapsulating the “self description” language of
internal taxonomies
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Taxonomy...Taxonomy...External description:External description:
I need an engineer with experience developing “Ophthalmic lasers”
Internal description:Internal description:I specialize in “Foldable intraocular” lasers for performing “Phacoemulsification” on “corneal microkeratomes”.
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Search for “ophthalmic lasers”
Search for “ophthalmic lasers”
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Search for “Pharmoemulsification lasers”
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-ophthalmic surgical-intraocular lenses-hydrophobic surgery-cataract + refractive surgery-phakic refractive-performance hydrophobic
-ophthalmic surgical-intraocular lenses-hydrophobic surgery-cataract + refractive surgery-phakic refractive-performance hydrophobic
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Hold ON... aren’t Permutations (law #2) and Taxonomy (law #7)
the same thing?
Hold ON... aren’t Permutations (law #2) and Taxonomy (law #7)
the same thing?
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Permutations are linearPermutations are linear
•Multiple combinations•Like things•Iterative•Diminishing returns
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Taxonomies are not linear
•Fluid•Creative•Iterative•Expanding returns
•Fluid•Creative•Iterative•Expanding returns
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The Law of Measurable Results
The Law of Measurable Results
• Research cannot be measured by what is done with that research
• Over time, research impact can be measured if good documentation is available
• Create an up front contract
• Measure research based on the definable, measurable and attainable goals set by the up front contract.
• Research cannot be measured by what is done with that research
• Over time, research impact can be measured if good documentation is available
• Create an up front contract
• Measure research based on the definable, measurable and attainable goals set by the up front contract.
8888
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3 Biggest pitfalls of Internet Research
3 Biggest pitfalls of Internet Research
• Treating the Internet like a database
• Searching without planning.
• Expecting all sources to be homogenous
• Confusing a permutation with a taxonomy
• Treating the Internet like a database
• Searching without planning.
• Expecting all sources to be homogenous
• Confusing a permutation with a taxonomy
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Summing up the laws...Summing up the laws...
Plan, understand & documentPlan, understand & document
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Introducing Diver 3.0 Introducing Diver 3.0
Built to Leverage Environment, Permutation & Completeness
Built to Leverage Environment, Permutation & Completeness
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Email: [email protected]: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com
Email: [email protected]: iDonatoLinkedIN: www.linkedIN.com/in/donatodiorioBlog: www.iDonato.com
Thank you Thank you
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