Search And Social Media
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Search And Social Media

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A quick dive into Twitter and the opportunity that opens up to Publishers with Social Media and Real Time Search

A quick dive into Twitter and the opportunity that opens up to Publishers with Social Media and Real Time Search

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  • 1. DRAFT Social Media: A Look at Twitter and the Opportunity with Real Time Search Simon Baptist December 2008
  • 2. Notes for Consideration • Objectives: – To provide a quick introduction into the power of Social Media, with a lens on Twitter, the micro- messaging/blogging platform – Set the Discussion by talking about Real Time Search – Discussion around what the opportunity could look like • Audience: – This Deck was built for a private summit of Executive to Senior Management at Publishers, Directories and Telcos • Date: – This Deck was built in December and so reflects some of the big Twitter moments at that time 2 Simon Baptist December 2008
  • 3. Social Media Defined Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Key Social Media Applications: 3 Social Media Definition: http://en.wikipedia.org/wiki/Social_media Simon Baptist December 2008
  • 4. First There Was Blogging http://www.blogpulse.com/ http://www.technorati.com/blogging/state-of-the-blogosphere/ 4 Simon Baptist December 2008
  • 5. Now There’s Micro-Blogging Micro-blogging is a form of multimedia blogging that allows users to send brief text updates (say, 140 characters or fewer) or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. Is considered by many the Poster Child of Micro-blogging. Evan Williams is the founder of Evan was also one of the founders of Evan is also attributed to have defined the term blogger 5 Micro-blogging Definition: http://en.wikipedia.org/wiki/Microblogs Simon Baptist December 2008
  • 6. Let’s Look @Twitter
  • 7. Twitter 101 You follow people People follow you You are limited to 140 characters for posts or as they You make your msg public if you are known Tweets include @username Direct Messages are private 7 There’s lots of info for a deeper dive, e.g.: http://www.slideshare.net/cagedether/twitter-explained-presentation?type=powerpoint Simon Baptist December 2008
  • 8. Twitter Web2.01 - API 8 http://apiwiki.twitter.com/Search+API+Documentation Simon Baptist December 2008
  • 9. Twitter 201 – API – Applications • To the left are 3rd party Applications that are recommended by Twitter • All of these are distributed away from Twitter.com by utilising the API 9 http://twitter.com/downloads Simon Baptist December 2008
  • 10. Twitter 201 - API = Broad Ecosystem Multitude of 3rd Party Service Some examples • Desktop apps – Windows • TweetDeck, a popular – – Mac Linux desk top app – – Multi Platform Second Life • URL Tracking – Other • Web apps – Search – Follow Management • Trend Analysis – Visual – Visualization – Posting and Alerts – – Badges and Widgets Diet and Exercise • Ads – Personal Finance – Other Mobile apps • • Search Chosen from the extensive list at PR2.0: 10 3rd Party Service list: http://twitter.pbwiki.com/Apps Simon Baptist http://www.briansolis.com/2008/10/twitter-tools-for-community-and.html December 2008
  • 11. Twitter 301 – Social Command-Line Evan Williams has suggested that Twitter can be considered a command-line Bots Examples Paying it’s historical dues to • liketribe - A personal assistant that learns your tastes, advises you where IRC, 3rd Party Services can to go, gives you directions, weather, and helps find friends create Bots for communication • Remember The Milk - Interact with with Twitter Users your Remember The Milk account • AccuWx Weather - Receive a weather forecast by sending a message to @AccuWx containing a US zip code or city, state or city, country. • CommuterFeed.com (commuter) - Commuter Feed is a free service that lets you see reports on traffic incidents in your local area using Twitter. 11 Le Web Talk by Ev Williams: http://vpod.tv/leweb3/392057 Many more Twitter Bots: http://twitter.pbwiki.com/Bots Simon Baptist December 2008
  • 12. So What? Twitter has only 5 million UV monthly • Due to extensive API use (a stat that it’s time to start measuring), actual Twitter use is much higher • Better though is to look at a short example in #Motrin: Johnson & Johnson Blunder 12 Simon Baptist December 2008
  • 13. #Motrin: Johnson & Johnson Blunder • J&J's McNeil Consumer Healthcare had created a campaign to tie Motrin to the pain mothers have from baby carriers • A video ad was put on to YouTube in late September but full media starts in the runup to International Baby Wearing Week ( November 12-18, 2008) • The start of the response on Twitter is attributed to Mommy Blogger, Jessica Gottlieb on the Friday. • A full scale Social Media eruption occurred on Twitter over the weekend. (You can get a flavour via this this 9min response from Twitterville on YouTube) • Monday morning. The campaign (and brand) was dead in the water and this was response from the team at Johnson & Johnson: "We have taken immediate action to respond to these concerns and have removed the advertisement from our Web site... Unfortunately it will take longer for us to remove this advertisement from magazines, as several are currently on newsstands and in distribution.“ • More links: – Chicago Tribune: Company caves to moms’ Motrin ad backlash – Washington Post: Motrin Makers Feel Moms' Pain, Pull Babywearing Ad – Advertising Age: How Twittering Critics Brought Down Motrin Mom Campaign – Wired Blogs: Motrin's Mommy Headache: A Lesson in Social Media Experimentation – Forrester Social Media Analyst Jeremiah Owyang: The Motrin Moms Backlash by the Numbers – Live Search – Twitter Search: #motrinmoms 13 Simon Baptist December 2008
  • 14. And then 10 days later: #Mumbai • Twitter responds to the terrorist attack on Mumbai 14 Simon Baptist e.g.: http://www.techcrunch.com/2008/11/26/first-hand-accounts-of-terrorist-attacks-in-india-on-twitter/ December 2008
  • 15. With #Mumbai, Twitter Crosses the Chasm Mumbai: Twitter's Moment Twitter turns serious amid India terror Tweeting the terror: How social media reacted to Mumbai 15 Simon Baptist December 2008
  • 16. Interesting... But how does this relate to Search and Monetisation as an Online Business?
  • 17. John Battelle Crystallises it Best December 04, 2008 Shifting Search from Static to Real-time In what may prove to be a seminal post on the LookSmart Thought Leadership series, John Battelle takes the time to “Think Out Loud” about his response to using Twitter. Among other things he says: In short, Google represents a remarkable achievement: the ability to query the static web. But it remains to be seen if it can shift into a new phase: querying the realtime web. http://www.typepad.com/t/trackback/1015593/36625626 17 Simon Baptist December 2008
  • 18. As a Publisher, it could go from this: 18 Simon Baptist December 2008
  • 19. To this?: 19 Simon Baptist December 2008
  • 20. Or? Discussion…
  • 21. Appendix
  • 22. TwitRank • I have put some thought into what this would look like and have currently come to the following high-level: ∑= User Influence X User Topic Authority X Update Authority • The list of variables that can be used to build each of these are: – Followers – Following – Updates – Replies – Favourites – Retweets of other people’s updates – Retweets of this users updates – External links – Direct Messages • Interesting reading: Twinfluence looks to be doing some good work on User Influence and Dan Zarella is working hard on ReTweets. 22 Simon Baptist December 2008
  • 23. How People Move from Status Update to Microblogging http://rohitbhargava.typepad.com/weblog/2008/12/the-5-stages-of.html 23 Simon Baptist December 2008
  • 24. Blogging is the Mainstream • comScore MediaMetrix (August 2008) – Blogs: 77.7 million unique visitors in the US – Total internet audience 188.9 million • eMarketer (May 2008) – 94.1 million US blog readers in 2007 (50% of Internet users) – 22.6 million US bloggers in 2007 (12%) • Universal McCann (March 2008) – 184 million WW have started a blog | 26.4 US – 346 million WW read blogs | 60.3 US – 77% of active Internet users read blogs 24 Simon Baptist December 2008
  • 25. Simon Baptist: Has been building successful web products with a Search and Advertising focus since ’96. http://www.twitter.com/simon_baptist http://www.linkedin.com/in/simonbaptist