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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

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  • 1. Predictive Search: SIRI Ari Nahmani
  • 2. Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing We are up the street. @AriNahmani | #SMX
  • 3. SAMANTHA > SIRI @AriNahmani | #SMX
  • 4. @AriNahmani | #SMX
  • 5. @AriNahmani | #SMX
  • 6. @AriNahmani | #SMX
  • 7. OKAY, KINDA FUNNY. @AriNahmani | #SMX
  • 8. SIRI OVERVIEW @AriNahmani | #SMX
  • 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. 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. @AriNahmani | #SMX
  • 12. DATA SOURCES @AriNahmani | #SMX
  • 13. @AriNahmani | #SMX
  • 14. @AriNahmani | #SMX
  • 15. @AriNahmani | #SMX
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  • 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. @AriNahmani | #SMX
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  • 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. @AriNahmani | #SMX
  • 27. @AriNahmani | #SMX
  • 28. @AriNahmani | #SMX
  • 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. @AriNahmani | #SMX
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  • 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. @AriNahmani | #SMX
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  • 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. @AriNahmani | #SMX
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  • 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. @AriNahmani | #SMX
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  • 51. @AriNahmani | #SMX
  • 52. @AriNahmani | #SMX
  • 53. @AriNahmani | #SMX
  • 54. HOW CAN MARKETERS USE SIRI? @AriNahmani | #SMX
  • 55. BING! START MONITORING BING VERTICAL SEARCH RESULTS. -Top 5 organic -Images -Other? @AriNahmani | #SMX
  • 56. LOCAL BUSINESSES KNOW THE LOCAL DATA SOURCES: -Yelp!! -OpenTable -Apple Maps Local? -Movies / Theatres @AriNahmani | #SMX
  • 57. @AriNahmani | #SMX
  • 58. LARGE BUSINESSES, PUBLICLY TRADED KNOW THE LOCAL DATA SOURCES: -Wikipedia -Wolfram Alpha -Stock Info -Schema / RDFa ? @AriNahmani | #SMX
  • 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. STRUCTURED MARKUP WORTH IT? @AriNahmani | #SMX
  • 61. STRUCTURED MARKUP WORTH IT? @AriNahmani | #SMX
  • 62. BOTTOM LINE: KEEP WATCH, OPTIMIZE LIGHTLY IF POSSIBLE [local or corporate] @AriNahmani | #SMX
  • 63. Thanks! Contact Me: Ari Nahmani Founder / CEO Kahena Digital Marketing @AriNahmani ari AT kahenadigital.com We are hiring. @AriNahmani | #SMX