Social Search: A Little Help From My Friends

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These are the slides from the SxSW'10 panel on social search with Max Ventilla (@ventilla), Ash Rust (@ashrust), Scott Prindle (@prindlescott), Marc Vermut (@mvermut), and me!

These are the slides from the SxSW'10 panel on social search with Max Ventilla (@ventilla), Ash Rust (@ashrust), Scott Prindle (@prindlescott), Marc Vermut (@mvermut), and me!

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  • I’m going to give you a free-bie up front. One takeaway from this panel is that we need to start thinking about search as being **more than** a question in a box

    -Google doesn’t answer all of our questions
    -and there are a number of reasons that search can become more personalized with real-time content and with a little help from our friends
  • I’m going to give you a free-bie up front. One takeaway from this panel is that we need to start thinking about search as being **more than** a question in a box

    -Google doesn’t answer all of our questions
    -and there are a number of reasons that search can become more personalized with real-time content and with a little help from our friends
  • I’m going to give you a free-bie up front. One takeaway from this panel is that we need to start thinking about search as being **more than** a question in a box

    -Google doesn’t answer all of our questions
    -and there are a number of reasons that search can become more personalized with real-time content and with a little help from our friends
  • I’m going to give you a free-bie up front. One takeaway from this panel is that we need to start thinking about search as being **more than** a question in a box

    -Google doesn’t answer all of our questions
    -and there are a number of reasons that search can become more personalized with real-time content and with a little help from our friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -it’s a process
    -think of it like a path: with beginning, middle, and late phases
    -and what people do in those phases are different and need different kinds of search support and/or help from friends
  • -I don’t see there being any one thing that social search means, but I have identified 3 flavors of social search that are important
    -collective, FF, collaborative
  • -the other thing I’ve seeing in my research are the social strategies people use during search tasks





  • Of asker experiences: 41% take place on the web, 36% on iPhone, 34% over IM, 9% over Email, and 17% are multi-channel
    Of answerer experiences, 42% take place over IM, 24% on iPhone, 23% on the web, and 15% over Email



  • Hello
    Ash Rust
    Director of search relevance at OneRiot – we do realtime web search, and have the first market place to monetize the realtime web
    We’re a VC backed company of about 30 people – based in Boulder Co, and San Francisco
  • When you think about oneriot, you should think of three things:
    Realtime search, which helps people find the news stories and videos people are talking about right now
    2Realtime advertising, which we just launched this january
    And our open API, which gives third party developers easy access to realtime content

  • Here’s a fun stat: Over 97% of our traffic comes to us via our API, which is being used by publishers like the guardian to build data visualizations, mobile search engines like taptu to help people on the go find realtime information, and social and twitter apps like Digsby to share the most popular new content on the web with their users
  • In January we launched RiotWise, our ad platform for the realtime web. RiotWise delivers links to new, high quality content from web publishers like NYT or Huff Post, matched in realtime to the trending topics within social networks. Ads share links to news and stories that the social web is buzzing about, making RiotWise a great match for social environments or realtime applications.












Transcript

  • 1. #socialsearch #littlehelpfromfriends @brynn @ventilla @ashrust @prindlescott with @mvermut
  • 2. Hi, I’m @brynn • digital anthropologist • social interaction designer • brynnevans.com • starting at Bolt | Peters tomorrow!
  • 3. how do you interpret a 1110 on the gre?
  • 4. how do you interpret a 1110 on the gre?
  • 5. Search happens over time... Early Middle Late
  • 6. Search happens over time... my friend s me Early Middle Late
  • 7. Three flavors of social search collective friend-filtered collaborative Bedtime reading: http://www.readwriteweb.com/archives/3_flavors_of_social_search_what_to_expect.php PHOTOS BY CLAUDIA LIM, BREWBROOKS, http://whowantstobe.co.uk/bench/faq-en.php
  • 8. Two main social strategies: Ask the network Embark alone PHOTO BY BENSPARK PHOTO BY US NATIONAL ARCHIVES
  • 9. March 2010 Max Ventilla mventilla@google.com, @ventilla, ventilla.posterous.com
  • 10. Web Search is great for objective questions, but subjective questions generate the majority of search revenues. Queries Search quality X00B/yr RPMs Examples What is Einstein’s birthday? ~45% Great Low Objective How much is the cheapest iPhone? What’s a decent housekeeping service in SF? How much should it cost for a ~30% small two bedroom place? Research What’s a good book to read about ~25% Romantic Poets? Ok High Opinion
  • 11. Friends can answer subjective questions but… • Unreliable — small number of friends available to you in the moment • Hard to keep up with what your extended network knows about • Social cost of asking for a favor
  • 12. Aardvark is a new type of social search.
  • 13. Aardvark is a communication tool… ..on IM …on mobile …on Twitter …and on the web ..on email
  • 14. Why social search? • Users want personalized responses to questions • Most content is still locked in peoples' heads • Each individual’s network is growing exponentially • Social intimacy makes information actionable • Questions about how to spend your time and money are subjective and highly lucrative
  • 15. The Picture so Far • Came out of stealth at SxSW 2009 • ~85% of questions answered (most in <5 mins) • ~70% of answers rated 'good' (vs 'OK' or 'bad') • ~45% of answers lead to cross-talk among users • >50% of users have answered a question • Average query length is 19 words (<3 on Google) • ~65% of queries have a subjective element blog.vark.com is a great resource. Also, check out http://vark.com/aardvarkfinalwww2010.pdf
  • 16. Some Things We’ve Learned • ​Intimacy (more than authority) facilitates trust. • Social context is different than social graph, and is frequently sufficient. • Speakers want to know who they are addressing. • People do not need artificial incentives to be helpful if there's no friction involved. • People do not like receiving random questions but they don’t actually know what’s in their profiles.
  • 17. OneRiot hi. ash rust // director of search relevance @ashrust
  • 18. OneRiot OneRiot is a realtime search engine. We help people find what’s happening, right now. Realtime Search: RiotWise: API: Results ranked Monetizing the Over 100 for social web with partners relevance using realtime syndicating our our PulseRank advertising for search results algorithm web & mobile and advertising
  • 19. OneRiot Realtime Search
  • 20. OneRiot In addition to helping other search engines serve realtime results, OneRiot delivers realtime information to over 100 apps and services RiotFeeds The Guardian Scour . PopURLs . Digsby . Taptu . Sobees . Reed . Fastest Fox . UberTwitter . VideoSurf
  • 21. Scott Prindle // Crispin Porter @prindlescott http://cpbgroup.com/
  • 22. Social search in the digital marketing space
  • 23. Give customers something good to talk about in social media, and they will talk. And that conversation becomes content for social search, helping to drive additional traffic and conversation.
  • 24. Enable customers to find the experts within your organization.
  • 25. #socialsearch #littlehelpfromfriends @brynn @ventilla @ashrust @prindlescott with @mvermut