SMX Israel 2014 - Ari Nahmani | Predictive Search: Apple Siri | Kahena Digital Marketing

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SMX Israel 2014 - Ari Nahmani | Predictive Search: Apple Siri | Kahena Digital Marketing

  1. 1. Predictive Search: SIRI Ari Nahmani
  2. 2. Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing We are up the street. @AriNahmani | #SMX
  3. 3. SAMANTHA > SIRI @AriNahmani | #SMX
  4. 4. @AriNahmani | #SMX
  5. 5. @AriNahmani | #SMX
  6. 6. @AriNahmani | #SMX
  7. 7. OKAY, KINDA FUNNY. @AriNahmani | #SMX
  8. 8. SIRI OVERVIEW @AriNahmani | #SMX
  9. 9. SIRI OVERVIEW Actually, originally it was an app designed by Siri, Inc. Acquired by Apple in April 2010. They kept the name. All other platform development stopped after acquisition. @AriNahmani | #SMX
  10. 10. SIRI OVERVIEW Actually, originally it was an app designed by Siri, Inc. Acquired by Apple in April 2010. They kept the name. All other platform development stopped after acquisition. @AriNahmani | #SMX
  11. 11. @AriNahmani | #SMX
  12. 12. DATA SOURCES @AriNahmani | #SMX
  13. 13. @AriNahmani | #SMX
  14. 14. @AriNahmani | #SMX
  15. 15. @AriNahmani | #SMX
  16. 16. @AriNahmani | #SMX
  17. 17. YELP – LOCAL BUSINESSES Siri queries yelp for local business information when it determines your location either by explicit query signals or implicit location signals (ip address, wifi signal, 3g/gps). @AriNahmani | #SMX
  18. 18. @AriNahmani | #SMX
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  20. 20. @AriNahmani | #SMX
  21. 21. @AriNahmani | #SMX
  22. 22. @AriNahmani | #SMX
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  25. 25. BING – Web Search Google was swapped out for Bing as default search engine in Siri with the release of iOS7 in late 2013. Understanding your brand’s search presence in Bing is probably the most actionable takeaway re: Siri for marketers. @AriNahmani | #SMX
  26. 26. @AriNahmani | #SMX
  27. 27. @AriNahmani | #SMX
  28. 28. @AriNahmani | #SMX
  29. 29. TWITTER – What is ___ saying? Simple, clean integration with Siri. Lacks ability to sort or filter easily and name recognition is extremely difficult (opportunity for optimization?) @AriNahmani | #SMX
  30. 30. @AriNahmani | #SMX
  31. 31. @AriNahmani | #SMX
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  37. 37. MAPS – LOCATION & DIRECTIONS Loads apple maps if you’re in the right country (not Israel), and using natural language or place names still is very difficult for Siri. @AriNahmani | #SMX
  38. 38. @AriNahmani | #SMX
  39. 39. @AriNahmani | #SMX
  40. 40. @AriNahmani | #SMX
  41. 41. WIKIPEDIA & WOLFRAM ALPHA [if not Bing..] For most questions, it seems that Wikipedia or Wolfram alpha are first choice – otherwise a web search on Bing will occur. @AriNahmani | #SMX
  42. 42. @AriNahmani | #SMX
  43. 43. @AriNahmani | #SMX
  44. 44. @AriNahmani | #SMX
  45. 45. @AriNahmani | #SMX
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  48. 48. BUILT-IN DATA SOURCES Personal assistant and efficiencies gained with Siri’s integration into default Apple iOS apps and services. Siri use is most likely relegated to these types of hands-free queries. @AriNahmani | #SMX
  49. 49. @AriNahmani | #SMX
  50. 50. @AriNahmani | #SMX
  51. 51. @AriNahmani | #SMX
  52. 52. @AriNahmani | #SMX
  53. 53. @AriNahmani | #SMX
  54. 54. HOW CAN MARKETERS USE SIRI? @AriNahmani | #SMX
  55. 55. BING! START MONITORING BING VERTICAL SEARCH RESULTS. -Top 5 organic -Images -Other? @AriNahmani | #SMX
  56. 56. LOCAL BUSINESSES KNOW THE LOCAL DATA SOURCES: -Yelp!! -OpenTable -Apple Maps Local? -Movies / Theatres @AriNahmani | #SMX
  57. 57. @AriNahmani | #SMX
  58. 58. LARGE BUSINESSES, PUBLICLY TRADED KNOW THE LOCAL DATA SOURCES: -Wikipedia -Wolfram Alpha -Stock Info -Schema / RDFa ? @AriNahmani | #SMX
  59. 59. ALL BRANDS – CORRECT COMMON NAME MISTAKES CROWDSOURCING? There’s a chance that personal corrections to sounds / homonymns may be crowd-sourced in the future. Remember, all queries go up to Siri in the cloud, not local. @AriNahmani | #SMX
  60. 60. STRUCTURED MARKUP WORTH IT? @AriNahmani | #SMX
  61. 61. STRUCTURED MARKUP WORTH IT? @AriNahmani | #SMX
  62. 62. BOTTOM LINE: KEEP WATCH, OPTIMIZE LIGHTLY IF POSSIBLE [local or corporate] @AriNahmani | #SMX
  63. 63. Thanks! Contact Me: Ari Nahmani Founder / CEO Kahena Digital Marketing @AriNahmani ari AT kahenadigital.com We are hiring. @AriNahmani | #SMX

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