How the Social Web Will Impact on Web Search Susanne Koch, Oslo, Norway IPTS Workshop: Socio-Economic Challenges of Search Seville Sept 29-30 2008 www.pandia.com

Susanne Koch, Oslo, Norway

IPTS Workshop:

Socio-Economic Challenges of Search

Seville Sept 29-30 2008

www.pandia.com

How the Social Web Will Impact on Web Search The Social Web is changing web search and the search engine business This change poses challenges and brings opportunities The challenges are the theme for other presentations, I will present the changes and the opportunities they bring

The Social Web is changing web search and the search engine business

This change poses challenges and brings opportunities

The challenges are the theme for other presentations, I will present the changes and the opportunities they bring

User-generated content will influence existing search products Delivering large amounts of user-generated content (of both good and not so good quality) Use of data from Social Web services like bookmarking in identifying and ranking search results The steady stream of tagged or user-generated content can be used for trend analysis

Delivering large amounts of user-generated content (of both good and not so good quality)

Use of data from Social Web services like bookmarking in identifying and ranking search results

The steady stream of tagged or user-generated content can be used for trend analysis

Content from the Social Web facilitates online advertising Contextual ads are the bread and butter of the search engine business User-generated content provides space for ads Folksonomies tag and organize user-generated content and thus provide clues for contextual advertising

Contextual ads are the bread and butter of the search engine business

User-generated content provides space for ads

Folksonomies tag and organize user-generated content and thus provide clues for contextual advertising

New technologies change the Social Web and search (1) Mobile technologies Growing user base (globally) Increased use by existing users (e.g. iPhone) New capabilities like GPS, geo-tagging and mobile marketing

Mobile technologies

Growing user base (globally)

Increased use by existing users (e.g. iPhone)

New capabilities like GPS, geo-tagging and mobile marketing

New technologies change the Social Web and search (2) Face and object recognition in image and video search (e.g. Flickr and YouTube) Spoken word recognition in audio search (podcast search, GAudi)

Face and object recognition in image and video search (e.g. Flickr and YouTube)

Spoken word recognition in audio search (podcast search, GAudi)

New technologies change the way we surf the Web Advanced visual presentation, possible due to standardisation, APIs, broad band and high processing power, will inspire further product innovation and make the social Web easier to use Microformats are tearing down the silos between applications

Advanced visual presentation, possible due to standardisation, APIs, broad band and high processing power, will inspire further product innovation and make the social Web easier to use

Microformats are tearing down the silos between applications

Social Web and personalized search Search results influenced by your RSS subscriptions, your bookmarks and more Cloud computing strengthens this trend

Search results influenced by your RSS subscriptions, your bookmarks and more

Cloud computing strengthens this trend

Solutions, industry To conquer the global market, relevant language and culture skills must be developed European languages can win local markets, English is the key to global success Including arts, humanities and social sciences in technology development Standards for interoperability between networks (EU initiative?) VC funding for startups and spinoffs

To conquer the global market, relevant language and culture skills must be developed

European languages can win local markets, English is the key to global success

Including arts, humanities and social sciences in technology development

Standards for interoperability between networks (EU initiative?)

VC funding for startups and spinoffs

Solutions, policy level Innovation policy measures (CIP) Development of relevant ICT clusters Strengthen cultural diversity Focus on data security and consumer privacy to engender trust in the public Revision of the definition of fair use of copyrighted material

Innovation policy measures (CIP)

Development of relevant ICT clusters

Strengthen cultural diversity

Focus on data security and consumer privacy to engender trust in the public

Revision of the definition of fair use of copyrighted material

R&D (Framework Program) Market pull initiaties (especially new services in the area where Web 2.0 and search overlaps) Technology push initiatives (developing a knowledge base for future industry initiatives, Theseus, research based education)

Market pull initiaties (especially new services in the area where Web 2.0 and search overlaps)

Technology push initiatives (developing a knowledge base for future industry initiatives, Theseus, research based education)

Thank you for your attention! Susanne Koch, Pandia.com, [email_address]