How To Prepare For The Future Of Search

How To Prepare For The Future Of Search Charlene Li Altimeter Group August 13, 2009 For slides, send an email to [email_address]

How far have we come? 2001 Source: blogoscoped.com

Where we are today 2009

Microsoft uses semantics to create a “table of contents”

What will the future bring?

The power of connected people The Groundswell is where social technologies enable people to get what they need from each other

“ United Breaks Guitars” appears #4 on Google for the keyword “united”

Theme People must be at the center of your search strategy – not keywords

Look at how each search component will be changed by people Relevancy Advertiser intent

Search engines today can’t make much sense of social sites What does it mean to have 3.7 million fans?

A new type of relevance – engagement

Facebook’s new search on posts

The real-time Web presents new challenges for search engines
What’s the value of:
Retweets
@replies
Short URLs

Understanding user intent Social networks will be like air

User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Friends nearby Places with friends’ reviews

Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product

Who has gone on an Earthwatch trip?

New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic

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

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

How Social CRM will work with search Search ads tailored to customers Engagement results in organic links

How to prepare

#1 Focus on people, not keywords It’s about the relationships

What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies

Goals define your strategy

Learn with monitoring tools

How Oracle encouraged feedback

The Engagement Pyramid

HP actively encourages sharing

At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer

Driving sales with Twitter

Comcast provides support via Twitter

Starbucks innovates across the organization

#2 Get your backend data in order Single sign-on and identity record Integrate off-site behavior and data Know influence of key people

Integrate social into your site

Prepare to tap into “chain of intent”

#3 Be ready to give up control Photo: Kantor, http://www.flickr.com/photos/kantor

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.

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How To Prepare For The Future Of Search

by Charlene Li on Aug 13, 2009

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How To Prepare For The Future Of Search — Presentation Transcript