Beyond Search:Evolving Strategies for an Emerging Ecosystem<br />Mike Bloxham<br />Ball State University<br />Center for M...
Steve on Search<br />“On the desktop search is where it’s at; that’s where the money is. But on mobile devices search hasn...
Evolution of Search Tools<br />Not extinction of pre-existing tools<br />Not creation of new behaviors<br />Different tool...
What about the 800lb Gorilla?<br />
What about the 800lb Gorilla?<br />Manual channel change to TV program guide to widgets and more<br />Over the next few ye...
Fundamentals of Human Behavior<br />We are hard-wired to seek out information<br />The only thing that’s new is the way we...
The Evolution of Context<br />Moving beyond search in its “primitive” stage<br />Develop strategies and tactics for using ...
Are You Adapting?<br />The relevance and success of these various tools are rooted in the human behavior that defines the ...
Transmedia Discovery<br />Coherent strategy<br />Communication style<br />Cross-platform<br />Context Considerations<br />...
Imagine…<br />A world without search engines<br />What’s left?<br />What would you do?<br />What type of content do you sh...
The Challenge<br />
Thank you.<br />Questions? Abuse?<br />
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iMedia October Breakthrough Summit: Insight Address: "Search and Discovery of Content"

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iMedia October Breakthrough Summit

Insight Address: "Search and Discovery of Content"

Mike Bloxham, Director, Insight & Research, Center for Media Design, Ball State University

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  • Whale with barnacles / fishthat feed on… Photoshop – take the barnacles / fish away… whale can’t survive
  • Whale with barnacles / fishthat feed on… Photoshop – take the barnacles / fish away… whale can’t survive
  • Source: http://www.google.com/imgres?imgurl=http://decker.typepad.com/photos/uncategorized/gorilla.jpg&amp;imgrefurl=http://decker.typepad.com/welcome/2006/07/corporate_cultu.html&amp;usg=__cTK6K9YBjt8N_eiMa3KgU6LFSL0=&amp;h=414&amp;w=422&amp;sz=41&amp;hl=en&amp;start=0&amp;zoom=1&amp;tbnid=srnITzsFZJ8kbM:&amp;tbnh=121&amp;tbnw=123&amp;prev=/images%3Fq%3D800%2Blb%2Bgorilla%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:1&amp;itbs=1&amp;iact=hc&amp;vpx=263&amp;vpy=93&amp;dur=1095&amp;hovh=222&amp;hovw=227&amp;tx=122&amp;ty=109&amp;ei=3G6zTLv6F8P68Abk5c2_Ag&amp;oei=3G6zTLv6F8P68Abk5c2_Ag&amp;esq=1&amp;page=1&amp;ndsp=29&amp;ved=1t:429,r:1,s:0
  • Source: http://www.google.com/imgres?imgurl=http://decker.typepad.com/photos/uncategorized/gorilla.jpg&amp;imgrefurl=http://decker.typepad.com/welcome/2006/07/corporate_cultu.html&amp;usg=__cTK6K9YBjt8N_eiMa3KgU6LFSL0=&amp;h=414&amp;w=422&amp;sz=41&amp;hl=en&amp;start=0&amp;zoom=1&amp;tbnid=srnITzsFZJ8kbM:&amp;tbnh=121&amp;tbnw=123&amp;prev=/images%3Fq%3D800%2Blb%2Bgorilla%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:1&amp;itbs=1&amp;iact=hc&amp;vpx=263&amp;vpy=93&amp;dur=1095&amp;hovh=222&amp;hovw=227&amp;tx=122&amp;ty=109&amp;ei=3G6zTLv6F8P68Abk5c2_Ag&amp;oei=3G6zTLv6F8P68Abk5c2_Ag&amp;esq=1&amp;page=1&amp;ndsp=29&amp;ved=1t:429,r:1,s:0
  • Sources:Yellow Pages: http://www.google.com/imgres?imgurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/yellow-pages-.jpg&amp;imgrefurl=http://weblogs.baltimoresun.com/business/consuminginterests/blog/complaints/&amp;usg=__XcIzV6ww1hOUhGEu8pMMTaglgJs=&amp;h=565&amp;w=849&amp;sz=51&amp;hl=en&amp;start=54&amp;zoom=1&amp;tbnid=OkjPY5bmWXw7sM:&amp;tbnh=143&amp;tbnw=215&amp;prev=/images%3Fq%3Dfinger%2Bon%2Byellow%2Bbook%2Bdirectory%26hl%3Den%26biw%3D1012%26bih%3D654%26gbv%3D2%26tbs%3Disch:10,2300&amp;itbs=1&amp;iact=rc&amp;dur=349&amp;ei=TTWzTOTXBYKglAe_7vDgBg&amp;oei=tTSzTMOYBcH38Ab2ysGdCQ&amp;esq=2&amp;page=5&amp;ndsp=13&amp;ved=1t:429,r:12,s:54&amp;tx=137&amp;ty=90&amp;biw=1012&amp;bih=654Hunter-gatherer http://archaeologyashnews.blogspot.com/2010/06/hunter-gatherer-farmer-couch-potato.htmlHouse-hunting http://es.homesandproperty.co.uk/more/handp_back_issues/archseptember.htmlHailing a cab: http://feathersproject.wordpress.com/2008/05/13/a-taxi-ride/Yard sale hunt:http://household-tips.thefuntimesguide.com/2007/06/best_worst_yard_sale_items.php
  • Online search: http://www.google.com/imgres?imgurl=http://www.apartmentpeople.com/site_files/images/page_headers/detailed_search1.jpg&amp;imgrefurl=http://www.apartmentpeople.com/find_apartment/&amp;usg=__Y9R_avPqifddB6YF8dsZ0aUZBoU=&amp;h=371&amp;w=776&amp;sz=32&amp;hl=en&amp;start=124&amp;zoom=1&amp;tbnid=oIsLgA4wZO7A1M:&amp;tbnh=60&amp;tbnw=126&amp;prev=/images%3Fq%3Donline%2Bapartment%2Bsearch%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:10,3200&amp;itbs=1&amp;iact=hc&amp;vpx=253&amp;vpy=313&amp;dur=1&amp;hovh=155&amp;hovw=325&amp;tx=165&amp;ty=81&amp;ei=VXKzTIHlHsSBlAeM2YzQBg&amp;oei=MnKzTI-bFMT58AbCl5HZBQ&amp;esq=6&amp;page=6&amp;ndsp=27&amp;ved=1t:429,r:21,s:124&amp;biw=1280&amp;bih=709Mobile search, child: http://www.google.com/imgres?imgurl=http://zenpeak.com/blog/wp-content/uploads/2009/12/texting_thumb.jpg&amp;imgrefurl=http://zenpeak.com/blog/page/2/&amp;usg=__YTjffZ1B-LVlkSt0PBtOC1K_h9E=&amp;h=449&amp;w=300&amp;sz=29&amp;hl=en&amp;start=135&amp;zoom=1&amp;tbnid=ovr3Z7GAt21ScM:&amp;tbnh=124&amp;tbnw=96&amp;prev=/images%3Fq%3Dperson%2Bmobile%2Bsearch%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:10,2730&amp;itbs=1&amp;iact=rc&amp;dur=287&amp;ei=9HKzTI3lMcL7lweRm-n4Bg&amp;oei=v3KzTPy7CsKB8gau79ioBQ&amp;esq=3&amp;page=6&amp;ndsp=29&amp;ved=1t:429,r:5,s:135&amp;tx=31&amp;ty=56&amp;biw=1280&amp;bih=709Future search: http://www.google.com/imgres?imgurl=http://4.bp.blogspot.com/_mAJDMuyu_WI/SoxfzghveNI/AAAAAAAAB2E/rfo9UtqSDDI/s400/future_mobile_search.jpg&amp;imgrefurl=http://3g4g.blogspot.com/2009/08/mobile-search-in-future.html&amp;usg=__rnVe9yheLA5O_B_aKUw6AsGKLWU=&amp;h=350&amp;w=400&amp;sz=37&amp;hl=en&amp;start=0&amp;zoom=1&amp;tbnid=f5MQjw9bLVpMHM:&amp;tbnh=142&amp;tbnw=162&amp;prev=/images%3Fq%3Dmobile%2Bsearch%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:1&amp;itbs=1&amp;iact=hc&amp;vpx=756&amp;vpy=177&amp;dur=616&amp;hovh=210&amp;hovw=240&amp;tx=136&amp;ty=140&amp;ei=l3KzTLj2N4G78gaYwOWhCQ&amp;oei=l3KzTLj2N4G78gaYwOWhCQ&amp;esq=1&amp;page=1&amp;ndsp=20&amp;ved=1t:429,r:3,s:0iPad TV search:http://www.google.com/imgres?imgurl=http://ctndigital.com/ctnd/img/mic-sync.jpg&amp;imgrefurl=http://ctndigital.com/ctnd/category/articles/&amp;usg=__NIxPJd83Hr8BHRI_Pc5zFWOLHRA=&amp;h=360&amp;w=642&amp;sz=33&amp;hl=en&amp;start=44&amp;zoom=1&amp;tbnid=zticNzh0RzYsrM:&amp;tbnh=91&amp;tbnw=162&amp;prev=/images%3Fq%3Dpeople%2Bcouch%2BTV%2Bsearch%26hl%3Den%26biw%3D1280%26bih%3D709%26gbv%3D2%26tbs%3Disch:10,1100&amp;itbs=1&amp;iact=rc&amp;dur=310&amp;ei=UnOzTIGBJcHflgfR-fDmDw&amp;oei=R3OzTI-aCcL38AaO47meCQ&amp;esq=3&amp;page=3&amp;ndsp=28&amp;ved=1t:429,r:18,s:44&amp;tx=81&amp;ty=53&amp;biw=1280&amp;bih=709
  • Complete Foreclosures: http://www.completerealtysuite.com/foreclosures.aspx
  • The Challenge
  • Source: http://www.google.com/imgres?imgurl=http://f.imagehost.org/0492/a153_Huacachina.jpg&amp;imgrefurl=http://forum.torrents.ro/mondenitati/9248-places-pack-3.html&amp;usg=__h92av97nmOE7gkQq76smM_UQO2I=&amp;h=286&amp;w=450&amp;sz=14&amp;hl=en&amp;start=139&amp;zoom=1&amp;tbnid=oTKEDTmasjmvnM:&amp;tbnh=122&amp;tbnw=192&amp;prev=/images%3Fq%3Dsprawling%2Bdesert%2Bpalm%2Btree%26hl%3Den%26biw%3D1012%26bih%3D611%26gbv%3D2%26tbs%3Disch:10,5345&amp;itbs=1&amp;iact=rc&amp;dur=624&amp;ei=6lCzTJSJHYWBlAeL5YHyBA&amp;oei=-E-zTMmhHIH78AbA8P2MCg&amp;esq=7&amp;page=12&amp;ndsp=12&amp;ved=1t:429,r:2,s:139&amp;tx=128&amp;ty=72&amp;biw=1012&amp;bih=611
  • iMedia October Breakthrough Summit: Insight Address: "Search and Discovery of Content"

    1. 1. Beyond Search:Evolving Strategies for an Emerging Ecosystem<br />Mike Bloxham<br />Ball State University<br />Center for Media Design<br />
    2. 2. Steve on Search<br />“On the desktop search is where it’s at; that’s where the money is. But on mobile devices search hasn’t happened. Search is not where it’s at, people are not searching on mobile devices like they do on desktops.”<br />WRONG<br />
    3. 3.
    4. 4.
    5. 5. Evolution of Search Tools<br />Not extinction of pre-existing tools<br />Not creation of new behaviors<br />Different tools for navigation<br />Growing significance of smaller tools<br />Recommendation / Referral engines (e.g. Amazon)<br />Sharing (e.g. ShareThis)<br />Social Networks <br />Consumer-generated content + WOM<br />Creative discovery (e.g. Stumble Upon)<br />
    6. 6. What about the 800lb Gorilla?<br />
    7. 7. What about the 800lb Gorilla?<br />Manual channel change to TV program guide to widgets and more<br />Over the next few years TV is set to become much more like the web and the range of content and functions available to viewers will expand considerably<br />How will we respond to these changes and the opportunities they present?<br />
    8. 8. Fundamentals of Human Behavior<br />We are hard-wired to seek out information<br />The only thing that’s new is the way we do it.<br />
    9. 9. The Evolution of Context<br />Moving beyond search in its “primitive” stage<br />Develop strategies and tactics for using those tools to move beyond narrow perspective<br />
    10. 10. Are You Adapting?<br />The relevance and success of these various tools are rooted in the human behavior that defines the need for their existence. <br />Success will be dependent on management’s willingness and ability to gain and act upon a deep understanding of the evolving attitudes, motivations, needs and behaviors of users.<br />
    11. 11. Transmedia Discovery<br />Coherent strategy<br />Communication style<br />Cross-platform<br />Context Considerations<br />Consumer Satisfaction<br />User Experience<br />Utility (What’s Innit For Me?)<br />
    12. 12. Imagine…<br />A world without search engines<br />What’s left?<br />What would you do?<br />What type of content do you share?<br />How would you position your content?<br />Entice people to refer, recommend and share the content<br />On what basis would you allocate budget?<br />What constitutes ROI?<br />
    13. 13. The Challenge<br />
    14. 14.
    15. 15. Thank you.<br />Questions? Abuse?<br />
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