Getting Started With Broadlook

Broadlook Technologies is a software firm that develops a series of desktop (or server) installed Internet research applications.

Who we are. What we do.

These applications are used to automate many of the most redundant tasks in doing Internet research, and collecting information within commercial, and non-profit sectors.

This helps researchers come to rapid conclusions on initiatives such as:• What is the Internet presence of entities within a specific market

segment?• What is the Internet presence of people within said entities?• What is the Internet presence of people who influence the

decisions, and beliefs of the people that I wish to connect with? (Sphere of Influence)

• What is the Internet presence of people with a specific skillset, professional title or aptitude/degree/certification?

• What news, and/or employment events are taking place relating to a market segment, an entity or individual of interest?

Who we are. What we do.

Broadlook is not a database.• We do not host a mass of data that is surveyed, and published

on a monthly, yearly (or less frequent) basis, that can be accessed for a fee.

• In some cases (example - Profiler X integration with Hoovers) we can access these types of sources, and use it to augment/enhance information.

Broadlook is not a Contact Management, or Applicant Tracking System.• We integrate with many!

Broadlook is not “magic.” (No rabbits out of hats here!)• Broadlook tools cannot find data that isn’t there.• Broadlook tools cannot read your mind, understand your intent,

and find information that you desire without direction.

HOWEVER, the “speed to discovery” that Broadlook provides, can allow you to do some magical feats of Internet

research!

Who we are not. What we do not do.

The Broadlook Suite of Software.

Core Applications

Specialty Applications

Utility / Free Applications

The Internet is filled with stuff…

…much of which is little more than workplace distractions.

Market segment information.• News• Associations

Entity information.• News• Employment postings (potential job orders)

People information.• Sales contacts• Networking contacts• Candidates• Influencers

But there’s some gems out there…

The Research Builder’s Plan.The first tool I reach for, when constructing a search is…

A NOTE PAD, & PEN!

The Research Builder’s Plan.To “architect” a plan for research projects you must: Have (and can articulate) a concise goal. (Keep it simple!)

◦ “I want to find subsea engineers in the oil and gas industry.” ◦ “I want to know people at every venture capital firm in the United

States.”◦ “I want to find HR managers in aerospace that have open job orders.”

Take an inventory. ◦ Non-Internet, intellectual property – stuff you know already. Companies,

titles, industry vernacular, certifications, “sphere of influence.”◦ Known sources of online information – company websites, association

sites, online lists, social network sites, etc.◦ Tools (Broadlook, Google, Monster) you have (and you’ll need) to get the

job done. “If I have to cut lumber, should I bring a saw, a hammer, or a wrench?”

Set firm start and end points.◦ Suggested - Fixed Timeframes, benchmark ranges.◦ “Perpetual” continuous search or “on-demand” search differences.

Define your Market Segment (Can you tell me what you’re looking for?)

Identify the Entities w/in said Market Segments◦ Companies / Organizations◦ Schools◦ Associations◦ Networks

Identify people of interest (POI) within these entities (Titles?/Credentials?)◦ Prospects◦ Network Contacts◦ Candidates

Identify sources for said information.◦ Online Directories◦ Industry/Market Segment News sources◦ Search Engines◦ Job Boards

Use Automated Tools (Broadlook, and others) to get the data.

The key to all is planning.

Example Project Have (and can articulate) a concise goal.

◦ “I want to create a database of people in the hospice/pallative care market segment for the entire United States, and US territories.”

Take an inventory.◦ Terms: “hospice care” “pallative care” “end of life services” “long-term care” “home health

care” “pain management”◦ Titles: Nurse, Coordinator, Counseling, Patient Care, Social Worker, Medical Director,

Volunteer Services, Social Services, Administrator, Bereavement Coordinator, Therapist,

◦ Certifications: RN-BC, HHCNS-BC, GNP-BC (Nursing)◦ Boards: www.hpna.org; www.nbchpn.org; www.nhpco.org; (Certification Boards)◦ Directory: http://www.hospicedirectory.org/cm/about/state_hospice State by State Associations◦ Tools: LinkedIn, Search Engines Broadlook P/E/CC/MM/JP/D/TR

Timeframe: 500 Quality Contacts in 14 days.

“Okay Broadlook, where do I begin using Broadlook?”Four baby steps…

1. Determine the source structure.2. Pick the appropriate application.3. BROADLOOK it!4. Move that information to the desired format.

Determine the source structure. The following source structures can be

mined/parsed/aggregated with one (or more) of Broadlook’s applications.◦ Entity (company) websites◦ Structured lists, directories and tables◦ Search engine results pages (SERPS)◦ Electronic documents (contact data from

web pages, email signature files, resumes)

(Examples and source cheat sheet.)

Determine the source structure. The following source structures can be

mined/parsed/aggregated with one (or more) of Broadlook’s applications.• Entity (company) websites

• Structured lists, directories and tables

• Search engine results for people

• Search engine results for companies

• Electronic documents (contact data from web pages, email signature files, resumes)

(Examples and source cheat sheet.)

Seems simple, right? Eh, maybe… Reality – “our type” of research is not simple by nature.

(And that’s good, because then EVERYONE would do it, right?!)

◦ Research isn’t linear – it doesn’t always follow a specific path.

◦ A single path is never a complete one – there always seems to be another route, another angle that gets new, and possibly more valuable results!

◦ Research sometimes needs to be changed, as the initial project may yield no, or insufficient results.

(Examples and source cheat sheet.)

So, there are exceptions to this…

It’s possible for a source to be complex, and have many “sub-structures.”◦ Hospital site that has a find a provider/doctor directory attached

to it.◦ Association site, that has a member directory within it, as well

as disparate association contact information throughout it. It’s also probable that you may have to take a

layered approach to finding people of interest, and “connectors.”◦ Define market segment.◦ Research market segment for applicable entities (organizations,

companies, educational facilites, licensing/certification boards)◦ Research individual entities for contacts.

Thus, to thoroughly conduct a search, you may have to use more than one application on a specific source, and/or search.

Determine the source structure. The following source structures can be

mined/parsed/aggregated with one (or more) of Broadlook’s applications.• Entity (company) websites

• Structured lists, directories and tables

• Search engine results for people

• Search engine results for companies

• Electronic documents (contact data from web pages, email signature files, resumes)

Contrary to BL101 (basics), there’s more than one way to work a problem.

and/or

and/or

and/or

and/or

and/or

Interconnectivity ModelsThe following illustrates the interconnectivity, and data paths between Broadlook applications.

These applications can migrate information directly, or via Excel to any of the others below them.

Profiler provides Eclipse applicable directories, tables, and lists via the “Backlinks Tab.”

Diver can push companies to Profiler through an Excel spreadsheet.

Your Database

Your Database

Your Database

Your Database

Example Multi-application Models

Scenario – You’re looking to build a list of contacts in a niche market segment, but you don’t have a list of companies.

Scenario – You’ve found an online list/directory of entities that you’d like to capture, then research for contacts.

Scenario – You have an example of an entity within a market segment of interest, and want to find their others in the same space.

Strategy – First, you’ll need to do a little research on that market segment’s vocabulary. (You must be able to identify systems, processes that might consistently appear on a typical entity’s website.)

Then, use Market Mapper to identify websites matching terms indicative of that.

Lastly, you’ll export those websites to Profiler to find contacts associated to those websites.

Strategy – Lists and directories that display entity names, are candidates for this process. (Even better if they include websites!)

First, capture the list in Eclipse, and do any necessary clean up of rows and columns.

Then, simply export that list into Profiler, and run these entities in batch.

Strategy – This strategy requires you to gain an understanding of backlinks.

Start by using Profiler to research the example sites.

Then, using Profiler’s Backlinks tab, locate lists and directories that the example sites, and other desirable sites are located.

Once you’ve found these directories, use the Eclipse / Profiler strategy (right).

Example Multi-application Models

Scenario – You’re interested in finding contacts who belong to, or are employed by, or somehow influence a specific professional association. This association of interest has a website that contains a publically accessible “Find a Professional” directory, a number of accessible news articles, and press releases, and extensive information on credentialing, certifications, and continuing education.

Strategy 1 – Use Eclipse to collect member profiles, and contact information from the directory.

- AND/OR -

Strategy 2 – Use Diver in conjunction with a search engine (Google, Yahoo, etc.) to find association members based on unique certification data, or references to being a member of the association.

- AND -

Strategy 3 – Employ “Sphere of Influence” Methodology, by using Profiler to find people that are:• members appearing

on committees, boards, and in articles on the site

• employees of the association who appear on management teams, etc.

• other individuals who are peripheral to the association (speakers, etc.) that appear on the site.

Members

Influencers

“Seriously, though…where do I REALLY begin?”Action items…

1. Get familiar with the online tutorials and streaming videos.2. Get into “100-level” Product, and Strategy training for applicable tools.3. Practice, practice, practice…4. Join an Open Lab for help when you need it.