Search & Social Catherine Roe
 
The Anatomy of Search Personalization Modes Language Media
Personalization
Location Personalized Search
Social Personalized Search
Stars in Search
Near me Now
Modes
The Future:  The Omnivorous Search Box
 
 
 
 
Voice Search
Voice Text & Email
Language
Machine Translation
Google Goggles
Media
Real Time Search
Product Reviews in Search
 
 
 
Similar Images Searches
Similar Images Searches
Leveraging Search for Social Media
Miracle Whip Colbert Buzz http://www.colbertnation.com/the-colbert-report-videos/252726/october-15-2009/the-mayo-lution-wi...
 
And then “krafted” an official Response <ul><li>Full page ads in top newspapers </li></ul><ul><li>3 TV spots on Colbert </...
Driving to their facebook page
And their YouTube Page
Driving Big Buzz
And positive consumer reaction
Out of Control Marketing is all about Speed
Amplify Assets Fast & Creatively
Leverage your social media Wheaties also leveraged traffic via Facebook
Thank You! Catherine Roe [email_address]
iTalk: Seismic Changes in Search Catherine Roe , Head of Consumer Packaged Goods, Google No mastery of the real-time web w...
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iCitizen 2010: Seismic Changes in Search

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No mastery of the real-time web would be complete without grasping the profound changes search has undergone, most recently by adding social graph content for enhanced search result relevancy and timeliness. Google's new partnerships with Twitter and Facebook put icitizen content onto the public stage. Google's Universal Search three years ago blended web results with news and image results. Catherine will help unlock the implications of these and other search innovations for marketers keen on ensuring their content is SEO'd, SEM'd and, now, SSO'd.

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  • Googles mission: Organize the worlds information to make it universally accessible and useful The logo was selected from 3,800 competitors and received over 300,000 votes, Google says, and is drawn by 17-year old Mai Dao Ngoc from Germany. Additionally to having her logo showcased on the homepage, Mai Dao Ngoc was given a computer by Google employee and original logo artist Dennis Hwang during  the ceremony .
  • Structure of the Web: Intent
  • Google uses IP addresses, gps technology, and also your search history to provide the best search results personalized for you.
  • Google Social Search is a feature designed to help you discover relevant publicly-accessible content from your social circle, a set of online friends and contacts. The idea is that content from your friends and social contacts is often more relevant to you than content from strangers. For example, a movie review from an expert is useful, but a movie review from your best friend can be even better.
  • In a survey with did with moms and babycenter, moms said google is their “brain” and takes the pressure off being organized and remembering things….now even easier as you can star results that were good results for you – even if their not top results for others or the jello option for cooks.com isn’t on the first page anymore, and no need to bookbard =- solution of the past but no longer the solution of choice now that we have 400 bookmarks to look through to find the jello recipe from the perfect liting solution and an article on micro blogging you’ve been meaning to read!
  • Google has released what is called the &amp;quot;Near me Now&amp;quot; feature for the iPhone and Android browser. The feature shows nearby businesses by category based on the user&apos;s location. &amp;quot;&apos;Near me now&apos; was designed to address two user problems,&amp;quot;  explains  Google&apos;s Mobile team. &amp;quot;First, we wanted to make it fast and easy to find out more about a place in your immediate vicinity, whether you&apos;re standing right in front of a business or if it&apos;s just a short walk away. For example, you may want to know what other customers think about a restaurant before you go inside (see quick video below) or what they have been raving about on the menu before you order. By selecting the &apos;Explore right here&apos; option, you can find out more about a place &apos;right here&apos; with just a few clicks.&amp;quot; &amp;quot;Second, we wanted to make searching for popular categories of nearby places really simple,&amp;quot; the team adds. &amp;quot;Imagine that you emerge from the subway station and you want to grab a coffee, but you don&apos;t see a coffee shop around you. You can simply search for all nearby coffee shops by using &apos;Near me now&apos;. To search other categories of places not shown, &apos;Browse more categories&apos; provides access to our local search product with more category choices.&amp;quot;
  • she calls the ‘omnivorous’ search engine –i.e. one which is able to take a user’s total context – where they are, what they were just reading, which direction their mobile phone is pointed and so on. When asked what this next iteration of an intelligent Google will look like, Mayer says: “You could have some information waiting for you when you turn on your computer or some relevant URLs forming part of your browser background (presumably if you use Chrome – Google’s browser) or on your side wiki”. There may be more privacy concerns and complaints from publishers coming but Mayer and Google won&apos;t be deterred. An omniscient, omnivorous Google is coming and it knows what you want, even if you don&apos;t. Kind of like P&amp;G coming up with homecare solutions for problems we never knew we had and now we can’t live w/o – like swiffer and mr clean eraser!
  • By clicking on options, and then updates and lates, I can not only get the buzz meter at the top around my brand but comments
  • Olay review searching blogs for the past 24 hrs
  • Search on mobile --Demo on phone, voice text
  • Instantaneously translate phrases to context – and…being open source – click here to contribute to a better translation! Google truly cares about my opionon and what I know….what if limited said click here for your version jesse – our latest look to update (drew, casidy), or pantene for the latest scent for herbal essesnce….sure we can do a $ resource draining contest to engage and blast the masses, or we can simply engage our loyallists. On a small scale and leverage their feedback.
  • Oreo is looking to again partner with Milk for promotion – first time in years since some of the nutritional buzz has hit. We want oreo portrayed as a snack with wholesome milk, but only a couple cookies, not a stack….hence this picture. Now click on similar, and you can get other pics with Milk
  • User reviews and ratings give ordinary consumers a voice, and are particularly important when a prospective customer can’t go into a physical store to ask questions or play with the product. That’s why, at today’s  Bazaarvoice   Social Commerce Summit,  Product Director Sameer Samat announced the Google Product Reviews Program. Through the program, we will begin featuring full-length product reviews and user ratings from participating retailers and manufacturers wherever it will help users with their shopping, including in our search results and advertising programs. On Google Product Search, for example, we’ll feature your logo alongside representative reviews from your site, increasing brand exposure for your web store at a key point in the conversion process. To kick off this program, we’ll be working with Bazaarvoice, a leader in the user reviews space. If you’re a Bazaarvoice client, all you need to do to participate is to let Bazaarvoice know you’re interested in submitting your reviews to Google, and to make sure you’ve specified your canonical URLs  for products in your web store. If you’re not a Bazaarvoice client, hold tight - we hope to add additional partners, as well as a self-submission model, soon. For more information about the program, please  go here .
  • User reviews and ratings give ordinary consumers a voice, and are particularly important when a prospective customer can’t go into a physical store to ask questions or play with the product. That’s why, at today’s  Bazaarvoice   Social Commerce Summit,  Product Director Sameer Samat announced the Google Product Reviews Program. Through the program, we will begin featuring full-length product reviews and user ratings from participating retailers and manufacturers wherever it will help users with their shopping, including in our search results and advertising programs. On Google Product Search, for example, we’ll feature your logo alongside representative reviews from your site, increasing brand exposure for your web store at a key point in the conversion process. To kick off this program, we’ll be working with Bazaarvoice, a leader in the user reviews space. If you’re a Bazaarvoice client, all you need to do to participate is to let Bazaarvoice know you’re interested in submitting your reviews to Google, and to make sure you’ve specified your canonical URLs  for products in your web store. If you’re not a Bazaarvoice client, hold tight - we hope to add additional partners, as well as a self-submission model, soon. For more information about the program, please  go here .
  • Oreo is looking to again partner with Milk for promotion – first time in years since some of the nutritional buzz has hit. We want oreo portrayed as a snack with wholesome milk, but only a couple cookies, not a stack….hence this picture. Now click on similar, and you can get other pics with Milk
  • New Miracle Whip campaign goes after young hip audience – we are miracle whip ! Bold, spices, racy….
  • Colbert answered really?? You kidding me?? Miracle whip hip?? On October 15th, Colbert playfully poked fun at the new Miracle Whip Commercial. He cleverly created his own, comical &amp; obnoxious video response defending Mayo --- starting a mayo vs miracle whip WAR! http://www.colbertnation.com/the-colbert-report-videos/252726/october-15-2009/the-mayo-lution-will-not-be-televised
  • Instead of being defensive or doing nothing, MW plays along….
  • http://www.colbertnation.com/the-colbert-report-videos/255250/november-12-2009/miracle-whip-buys-ad-space
  • Search word
  • Kraft Miracle Whip took on a human side. They quickly reacted and recognized a great opportunity. And they were right. The comments from fans on FB were very positive, giving kudos to the Kraft team, calling it a brilliant move.
  • HOURS after Shawn White appeared on Leno, this search campaign drove to NBC.com since Wheaties did not have a site to support the Olympic box.
  • iCitizen 2010: Seismic Changes in Search

    1. 1. Search & Social Catherine Roe
    2. 3. The Anatomy of Search Personalization Modes Language Media
    3. 4. Personalization
    4. 5. Location Personalized Search
    5. 6. Social Personalized Search
    6. 7. Stars in Search
    7. 8. Near me Now
    8. 9. Modes
    9. 10. The Future: The Omnivorous Search Box
    10. 15. Voice Search
    11. 16. Voice Text & Email
    12. 17. Language
    13. 18. Machine Translation
    14. 19. Google Goggles
    15. 20. Media
    16. 21. Real Time Search
    17. 22. Product Reviews in Search
    18. 26. Similar Images Searches
    19. 27. Similar Images Searches
    20. 28. Leveraging Search for Social Media
    21. 29. Miracle Whip Colbert Buzz http://www.colbertnation.com/the-colbert-report-videos/252726/october-15-2009/the-mayo-lution-will-not-be-televised
    22. 31. And then “krafted” an official Response <ul><li>Full page ads in top newspapers </li></ul><ul><li>3 TV spots on Colbert </li></ul><ul><li>Facebook Messaging </li></ul><ul><li>Search </li></ul><ul><li>YouTube </li></ul>
    23. 32. Driving to their facebook page
    24. 33. And their YouTube Page
    25. 34. Driving Big Buzz
    26. 35. And positive consumer reaction
    27. 36. Out of Control Marketing is all about Speed
    28. 37. Amplify Assets Fast & Creatively
    29. 38. Leverage your social media Wheaties also leveraged traffic via Facebook
    30. 39. Thank You! Catherine Roe [email_address]
    31. 40. iTalk: Seismic Changes in Search Catherine Roe , Head of Consumer Packaged Goods, Google No mastery of the real-time web would be complete without grasping the profound changes search has undergone, most recently by adding social graph content for enhanced search result relevancy and timeliness. Google's new partnerships with Twitter and Facebook put icitizen content onto the public stage. Google's Universal Search three years ago blended web results with news and image results. Catherine will help unlock the implications of these and other search innovations for marketers keen on ensuring their content is SEO'd, SEM'd and, now, SSO'd.

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