How To Prepare For The Future Of Search


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Keynote speech by Charlene Li at Search Engine Strategies San Jose August 13, 2009

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  • Looks at the relationships between the ten blue links. Table of contents built into the side, completely algorithmically built.
  • A disgruntled musician puts to words his frustration with United Airlines’s customer service. This video went viral immediately.
  • I believe that social networks will be like air. I’m not talking about social networking SITES like Facebook or MySpace. I’m talking about the relationships that each one of us has to the people who are important in our lives. I imagine a future where those connections will be anywhere and everywhere when and where you need them. And that they will be essential to our lives, like air. And without it in sufficient supply, we will feel not quite whole. We will look back in 5 years and think, wasn’t it quaint that we had to GO someplace to be social. So I believe that social networks will be like air – everywhere, and essential to your life.
  • Track transactions, not even reviews.
  • The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate? To help you think about this, I have a simple idea.
  • Source: Screenshot taken from demonstration
  • Hp
  • Comcast is a cable provider in the US, and they have a reputation for poor service. They use Twitter to talk with people who are having problems. I used this site and Frank took great care of me. He is changing the face of Comcast, one tweet at a time.
  • Starbucks has a site where people can make suggestions on how they should improve. The key difference is that the suggestions are public, and people can vote for their favorite suggestions. Here’s an example of automatic ordering. Note that there is a status update here “Under Review”.
  • How To Prepare For The Future Of Search

    1. How To Prepare For The Future Of Search Charlene Li Altimeter Group August 13, 2009 For slides, send an email to [email_address]
    2. How far have we come? 2001 Source:
    3. Where we are today 2009
    4. Microsoft uses semantics to create a “table of contents”
    5. What will the future bring?
    6. The power of connected people The Groundswell is where social technologies enable people to get what they need from each other
    7. “ United Breaks Guitars” appears #4 on Google for the keyword “united”
    8. Theme People must be at the center of your search strategy – not keywords
    9. Look at how each search component will be changed by people Relevancy Advertiser intent
    10. Search engines today can’t make much sense of social sites What does it mean to have 3.7 million fans?
    11. A new type of relevance – engagement
    12. Facebook’s new search on posts
    13. The real-time Web presents new challenges for search engines <ul><li>What’s the value of: </li></ul><ul><li>Retweets </li></ul><ul><li>@replies </li></ul><ul><li>Short URLs </li></ul>
    14. Understanding user intent Social networks will be like air
    15. User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Friends nearby Places with friends’ reviews
    16. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
    17. Who has gone on an Earthwatch trip?
    18. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic
    19. Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on 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
    20. The rise of the personal CPC/CPM <ul><li>Augment CPC/CPM with social data like: </li></ul><ul><li>- Influence </li></ul><ul><li>Number of friends </li></ul><ul><li>Influence among friends </li></ul><ul><li>Number of influential friends </li></ul>
    21. How Social CRM will work with search Search ads tailored to customers Engagement results in organic links
    22. How to prepare
    23. #1 Focus on people, not keywords It’s about the relationships
    24. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
    25. Goals define your strategy
    26. Learn with monitoring tools
    27. How Oracle encouraged feedback
    28. The Engagement Pyramid
    29. HP actively encourages sharing
    30. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer
    31. Driving sales with Twitter
    32. Comcast provides support via Twitter
    33. Starbucks innovates across the organization
    34. #2 Get your backend data in order Single sign-on and identity record Integrate off-site behavior and data Know influence of key people
    35. Integrate social into your site
    36. Prepare to tap into “chain of intent”
    37. #3 Be ready to give up control Photo: Kantor,
    38. Summary <ul><li>Social networks will be like air. </li></ul><ul><li>People must be at the center of your search strategy – not keywords. </li></ul><ul><li>Deepen relationships with social technologies. </li></ul><ul><li>Be ready to give up control – you have no choice. </li></ul>
    39. Thank You Charlene Li Altimeter Group [email_address] Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group