Bing: Welcome to the Social
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Bing: Welcome to the Social

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Presentation by Stefan Weitz, Director of Online Services at Microsoft. Presentation given at the IPA Social Search event 2010

Presentation by Stefan Weitz, Director of Online Services at Microsoft. Presentation given at the IPA Social Search event 2010

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Bing: Welcome to the Social Bing: Welcome to the Social Presentation Transcript

  • Bing: Welcome to the Social
    Stefan Weitz | Director | Online Services Division
  • Encouraging Early ResultsStill a long way to go…
    Awareness & Perception
    US Unique Users
    US Market Share
    54%
    Unaided Awareness
    83.3m
    11.3%
    41%
    16%
    24%
    Perception
    8.0%
    71.7m
    Sources: comScore June-October 2009 U.S. Search Engine Rankings
    Integrated Campaign Evaluation Study
  • Users Depend on Search However Search Still Ripe For Innovation
    …in ever increasing numbers
    People rely heavily on search for daily tasks…
    8%
    Growth
    in Users
    Feb 2009198 Million
    Feb 2008183 Million
    % who do this on a typical day
    …using search more and more
    …yet satisfaction with search is mixed
    23%
    Growth
    in Visits
    Feb 200927 visits per searcher
    Not Satisfied 35%
    Satisfied 65%
    Feb 200822 visits per searcher
    Sources: Pew Internet and American Life Project, ComScore; Harris Poll 2008
    View slide
  • Unmet Needs: The 3 Problems of Search
    Refinement
    Imprecise Results
    Lengthy Tasks
    0-3 mins
    9%
    >30 mins
    46%
    25% of queries result in quick click backs
    3-10 mins
    12%
    Almost
    50%
    of time spent searching is on these queries
    50%
    of time spent on long queries
    25%
    of clicks lead to ‘back’
    42%
    of sessions
    need
    refinement
    10-15 mins
    10%
    15-30 mins
    23%
    View slide
  • Decision Engine Defined
    Pre Process Web Information
    • Cashback
    • Sentiment extraction, Wolfram
    • Price predictors
    Decision Tools
    Reduce Anxiety
    • Categorized search
    • Task Pages, Viz Search
    • Search history
    Reduce Overload
    Intelligent Organization
    Sessions not Queries
    • Relevance parity/leadership
    • Faster time to first pixel
    • Next-gen previews: hover, answers, DeepLinks
    • Seamless multimedia
    Multimedia
    Index Quality
    Core Search
    Speed
    Relevance
  • Social Search in Bing
    Integration into the Results Page (easy)
    In-Depth Search Capability for Twitter (hard)
  • Part of a Larger Campaign
    Build Awareness
    Expand Availability
    Engage Community
    Drive Trial
    Change Perception
    • Bing on 75M PC
    • Bing on 30% of US cell phones via Verizon
    • 54% Social Media Share of Voice
    • 68k Facebook Fans
    • 28k Twitter Followers
    40% of people consider Bing a “new generation of Search”
    41% unaided brand awareness
    Nearly 1M Firefox add-in downloads
  • Small, Focused Team
    • Personality first
    • No corp-speak
    • Dialog
  • Lessons in Social Media
    You can’t control it
    Be Honest & Authentic
    • Good to drive stories, not features
    • Promos drive followers, not friends
    +
    =
  • The Road Ahead
    Understanding query
    Understanding intent
    Relevance of 10 blue links
    Whole page to whole session
    Minimizing time of URL/query matching
    Time of completing a task
    Search
    Hit or miss model
    Bing
    Dialog model
  • Q&A
  • © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
    The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.