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Why Do We Ask? SIC 2012 Presentation by Leigh McMillan
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Why Do We Ask? SIC 2012 Presentation by Leigh McMillan

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Q&A, formerly the domain of Yahoo Answers, is now fueling cutting-edge sites and applications including Quora, Avvo, StackExchange and crowdsource applications like Loqli. It’s more than people just …

Q&A, formerly the domain of Yahoo Answers, is now fueling cutting-edge sites and applications including Quora, Avvo, StackExchange and crowdsource applications like Loqli. It’s more than people just asking questions online – there is a deeper psychology behind how and why Q&A is successful. Leigh will use relevant examples to show how Q&A is changing the way consumers get information online, how it fits with social media and how companies and marketers can leverage it to drive engagement and build active communities online.

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Transcript

  • 1. There are types ofquestions:
  • 2. What points does Romneyhave to make in tonight’sdebate to win? Do you have a nickname?Does Justin Beiber lookbetter with long or shorthair??????
  • 3. Conversational• Yahoo answers• Formspring (show)• ChaCha
  • 4. Can using gifted mortgage interest on your taxes impact an FHA loan? What is Schrodinger’s cat?Is a verbal employmentcontract enforceable?
  • 5. Informational• Avvo• Stackexchange• Or unknownArchieve value
  • 6. Social Network Site w/Q&A Search Subjective Objective Objective Public Anonymous Anonymous(?) Personal Personal General Migration to PERSONAL
  • 7. 50% of90% of
  • 8. Content & SEO• User generated• Makes search better• Avvo, Quora, stackoverflow
  • 9. Conversational• Yahoo answers• Formspring (show)• ChaCha
  • 10. Sold to for $50MM
  • 11. 1 Brand asks question•2 User responds•3 Friends see it & join in•
  • 12. This person needs an attorney!
  • 13. = 97%= 91%
  • 14. So why does this matter?• Stanford study about figuring out intent
  • 15. 2001 - 2006 2008 - 2011 2010 - 2012 QUESTIONS
  • 16. • Deep vs. broad• Creative models• Data driven• Media & multi screen
  • 17. • Q&A is a powerful tool• Informational vs. Conversational• Data, research & personal branding• Can’t slap it together• More power w/media, data & focus
  • 18. @leighmcm leigh@avvo.comlinkedin.com/in/lmcmillan