The impact of social media on online search EIQD, Brand Plenary Session Austria

The impact of social media on directory services and online searching EIDQ, Brand Plenary Meeting October, 2009

About me... • Jo Caudron, °1968, married to Florence, father of Marilou • Founding Partner of Dear Media, a consulting company specialized in Digital Strategy & Innovation • Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the boring stuff) • www.twitter.com/jcaudron (to get in my stream) • http://www.facebook.com/jocaudron (we might even become friends ;-) picture: (c) Pieter Baert

To get this started... • Who is using? • Who has? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • an Android • Email • a Nokia, Samsung, Sony Ericsson, ... • Google Wave • LBS • Augmented Reality

We are living in a digital, social and mobile world

Digital Worldwide: 6.7bio people 1.7bio are on the internet that’s like 25%

Social

Social September 2009: Facebook has 300.000.000 members (and is making proﬁt)

Mobile nes. obil e pho ld over ion m n were so 1 bill billio 4. Alm ost 1 r alone! he la st yea t

Google versus IYP

• Google versus IYP • Initially Google was strong in: • finding sites • finding brands • finding content • But not strong in finding the nearest plumber, barber, coffee shop or book (at least not outside the US)

Google Maps initially was about ﬁnding my way to Brand and watching dogs doing funny stuff in street view.

Next they started adding location based LOCAL search to it. And that was when it started to become funky. And as plumbers, barbers and coffee shops are all having their websites by now (or at least an entry in Google Maps) it is really becoming a relevant sexy and powerful experience.

Imagine if all of this would be available on mobile handsets, with real Location Based Services, GPS and door-to-door navigation... Wouldn’t that be a great user experience?

The real threat for IYP is not just Google, it’s Google Maps, made funky, sexy, relevant, complete, mobile, location based, Augmented, ... And they know it. “universal search”

Google vs The Live Internet

Stream Destination versus

Destination versus a Stream versus

Destination •The traditional way of thinking •“Come to us, we will show you” •They are in control of: programming, advertising, presentation, comments, ... •They used to be closed and afraid to share ...

Stream • The new paradigm: status updates create the “live web” • It comes to you, depending on who/ what you want to follow • Driven by Twitter, Facebook, Google Reader, ... • Filtered by yourself, allowing your peers to be your gatekeeper • Open, open, open, ... • The news BEFORE it’s published (and not just the news, but also reviews, fun stuff, comments, ...)

The power of “The Stream”

The power of “The Stream” versus

The power of “The Stream”

And if you don’t have a large social network, just burrow other people’s knowledge.

And are you?

It’s all about a new and relevant user experience

A new user experience Mobile app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online)

The Future

Augmented Reality

The impact of social media on directory services and online searching EIDQ, Brand Plenary Meeting October, 2009

The impact of social media on online search EIQD, Brand Plenary Session Austria

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