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Relevance is Tightly Correlated with Context by Augustine Fou PhD
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Relevance is Tightly Correlated with Context by Augustine Fou PhD

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Modern users are savvy and look for bits of context to judge the value and trustworthiness of the content.

Modern users are savvy and look for bits of context to judge the value and trustworthiness of the content.

Published in: Business, Technology

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  • 1. VALUE = Relevance = ContextJune 13, 2012 1
  • 2. Executive Summary • The sheer quantity of information means that even though search results may contain what users are looking for they still need ways to judge the trustworthiness, and therefore the usefulness, of the information. • Users are savvy enough to look for context – e.g. the date of the Yelp review – to judge the value of the content. They may also look at what is most shared by their peers as an indicator of value.June 13, 2012 2
  • 3. When users think it … http://digitalstrategyinstitute.com/ • uses bitly click info to rank top digital marketing stories each day… useful enough to shareJune 13, 2012 3
  • 4. When users think it … http://sharedmost.com/ • uses bitly click info to color code the sections that are most shared – red it hot and yellow is least shared.… valuable enough to shareJune 13, 2012 4
  • 5. When users share and… shared : clicked 261 times http://drag2share.com shared : clicked 1,605 times • uses bitly click info to show which story items have been most shared shared : clicked 354 times … others click on shared linkJune 13, 2012 5
  • 6. Users look for contextActions of others (# of shares) give context and prioritization to contentJune 13, 2012. 6
  • 7. Search Ranking Factors Source: June 2012 http://www.marketingcharts.com/topics/research/social-signals-seen-highest-correlating-factors-with-google-rankings-22335June 13, 2012 7
  • 8. So What? “Out of the ocean of information, users need tools to find what they want; when they find it, they need context to judge the trustworthiness of the content. Instead of pushing ads at users, advertisers should find ways to give users context and clues so they can judge the value and trustworthiness of the content.” - Dr. Augustine FouJune 13, 2012 8
  • 9. Dr. Augustine Fou – Chief Digital Strategist “I help clients find ways to get their message to target users, cutting through the clutter and delivering it with relevance and context.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouJune 13, 2012 9 acfou@mktsci.com