SES SF 2010 - Real-Time Search - Rob Garner - iCrossing

REAL-TIME SEARCH 1

What‟s the big deal about real-time? • To be successful, real-time needs these two unique aspects 1) It must have a crawler-based algorithm 2) It must have a human-driven social layer • Just like image search, local search, news search, etc., real-time search is an important segment of web search • Trust and authority are paramount to its success 2

There is more to real-time than just Tweets Consider the following elements of “in-the-moment” content: • Forums • Blog posts • Comments on blogs • Webpages • Feeds • Microformatted data Real-Time Search Is Much Bigger Than Just Twitter , Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=113613 3

The new „R‟ word in search: Recency Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=114558 4

Examples of Search Recency 5

Ex. Search for current information, last 30 days – “hotel coupon” Search for “hotel coupon”: Each result yielded a current and valid coupon 6

Ex. Search over the last few days “SXSW” “SESSF” 7

Social relevancy: It‟s just common-sense SEO 8

Social Relevancy: How engines are looking at Twitter Consider the parallel aspects of websites, and Twitter accounts • Domain authority : username authority • Duplicate content : retweeted content • Blogging freshness : content freshness : microblogging freshness • Links : number of followers • Quality of links : Quality of followers • Inbound links vs. outbound links : ratio of followers in contrast to the number of people followed • Linking to bad : good neighborhoods • Themes of Twitter users A Big Week For Real-Time And Social Search, Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116320 What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=109358 9

Should SEO‟s be concerned about ranking in this little box? 10

Engagement Engage one bird and you might attract the whole flock • Engaging users in search via content translates to spreading of content • Engaging users in networks allows content to spread like wildfire, which picks up positive search effects along the way 11 Copyright iCrossing - Proprietary

MARKETING IN THE NOW August 19, 2010 Rob Garner SES – San Francisco 12

Consider this: Much of what we do “right now” shapes who and what we are for the long-term

The web is evolving into a real-time, networked, and synaptic environment

One that is acting more like a digital organism, rather than a set of connected nodes

Yet many marketers and brands are still resigned to a passive, rather than active and agile approach to marketing

While they may be connected, they are not fully alive and present

The current state of this evolution is not so much about “social networks”… …as it is about hitting a tipping point with a society that is networked

…exclusion from the network is tantamount to digital non-existence

“People” aren't just “searching”… …real people with complex intentions and problems are searching and finding something right now

…through active and passive publishing, there is a profoundly meaningful opportunity to connect

Published content is disseminated instantaneously The fundamental principles of search and network marketing apply

Networks/Social Traditional (Earned & paid media) Externally & socially owned network presence Search Proprietary web site(s) or apps 23

In this landscape, your marketing efforts are only as good as what you are doing “right now”

A few simple truths about the new nature of MARKETING IN THE NOW AND CONNECTEDNESS 25

Brands and marketers must now be publishers “Publishing” is words, thoughts, status, images, feeds, video, applications, conversation, and more

A brand‟s identity must embody the spirit of its audience

As a brand, you are what is published about you That means both, “what you say about yourself,” and “what other people say about you.”

Market research will help you better know your audience

It is a marketer‟s obligation to listen and act on the data that is provided and available

Brands and marketers must engage with their audience and networks

Your organization and audience are your primary networks

This is more than just search, social, or internet strategy. Being present and “in the moment” is about marketing strategy

THANK YOU Rob Garner Sr. Strategy Director iCrossing.com Rob.Garner@icrossing.com @robgarner 214.676.2089 34

SES SF 2010 - Real-Time Search - Rob Garner - iCrossing

by iCrossing on Aug 24, 2010

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SES SF 2010 - Real-Time Search - Rob Garner - iCrossing — Presentation Transcript