How To Prepare For The Future Of Search
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The document discusses how search strategies need to shift their focus from keywords to people as social networks become more integral to search. It recommends focusing on building relationships rather than technologies, getting user data integrated across online and offline behaviors, and being prepared to engage users directly through social platforms and relinquish some control. The future of search will be driven by understanding user intent through social connections and context like location, time, and relationships.
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How To Prepare For The Future Of Search
- 1. How To Prepare For The Future Of Search Charlene Li Altimeter Group August 13, 2009 For slides, send an email to [email_address]
- 2. How far have we come? 2001 Source: blogoscoped.com
- 3. Where we are today 2009
- 4. Microsoft uses semantics to create a “table of contents”
- 5. What will the future bring?
- 6. The power of connected people The Groundswell is where social technologies enable people to get what they need from each other
- 8. “ United Breaks Guitars” appears #4 on Google for the keyword “united”
- 9. Theme People must be at the center of your search strategy – not keywords
- 10. Look at how each search component will be changed by people Relevancy Advertiser intent
- 11. Search engines today can’t make much sense of social sites What does it mean to have 3.7 million fans?
- 12. A new type of relevance – engagement
- 13. Facebook’s new search on posts
- 14. The real-time Web presents new challenges for search engines What’s the value of: Retweets @replies Short URLs
- 15. Understanding user intent Social networks will be like air
- 16. User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Friends nearby Places with friends’ reviews
- 17. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
- 18. Who has gone on an Earthwatch trip?
- 19. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic
- 20. Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
- 21. The rise of the personal CPC/CPM Augment CPC/CPM with social data like: - Influence Number of friends Influence among friends Number of influential friends
- 22. How Social CRM will work with search Search ads tailored to customers Engagement results in organic links
- 23. How to prepare
- 24. #1 Focus on people, not keywords It’s about the relationships
- 25. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
- 26. Goals define your strategy
- 27. Learn with monitoring tools
- 28. How Oracle encouraged feedback
- 30. HP actively encourages sharing
- 31. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer
- 32. Driving sales with Twitter
- 33. Comcast provides support via Twitter
- 34. Starbucks innovates across the organization
- 35. #2 Get your backend data in order Single sign-on and identity record Integrate off-site behavior and data Know influence of key people
- 36. Integrate social into your site
- 37. Prepare to tap into “chain of intent”
- 38. #3 Be ready to give up control Photo: Kantor, http://www.flickr.com/photos/kantor
- 39. Summary Social networks will be like air. People must be at the center of your search strategy – not keywords. Deepen relationships with social technologies. Be ready to give up control – you have no choice.
- 40. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group
Editor's Notes
- #3: http://blogoscoped.com/googleresults/?mode=compare&query=madonna http://www.google.com/search?q=madonna&hl=en&rlz=1C1GGLS_enUS291US304&&tbo=1
- #5: http://www.bing.com/search?q=madonna&go=&form=QBLH&qs=n Looks at the relationships between the ten blue links. Table of contents built into the side, completely algorithmically built.
- #8: http://www.youtube.com/watch?v=5YGc4zOqozo A disgruntled musician puts to words his frustration with United Airlines’s customer service. This video went viral immediately.
- #16: I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
- #19: Track transactions, not even reviews.
- #26: The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
- #29: Source: Screenshot taken from demonstration
- #31: Hp
- #34: Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
- #35: Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.