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Smx March 2010 Bing Realtime Social
 

Smx March 2010 Bing Realtime Social

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Sean Suchter's presentation on Bing Realtime Search at SMX West 2010

Sean Suchter's presentation on Bing Realtime Search at SMX West 2010

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    Smx March 2010 Bing Realtime Social Smx March 2010 Bing Realtime Social Presentation Transcript

    • Bing Social Search
      Sean Suchter
      General Manager
      Search Technology Center Silicon Valley
    • Why do search engines care?
      Users expect to know right now
      Did I just feel an earthquake?
      What’s going on with the Giants game?
      Is my cell network down?
      Challenges
      Keeping up with the speed
      Make sense of massive content
      Relevance is still expected
      2
    • Twitter (+ social media) content
      Timely (but not always accurate!)
      Opinionated – feelings, reactions, impressions
      Brief
      Context is often essential to determine meaning
      Who said it, where, to whom
      References - @user, #hashtag, RT, favorites, follows
      Content creation follows attention
      Self-organized communities of attention
      If there’s no content, you can ask for some
      Observable propagation of information
    • Use Case: Breaking Local News
      Power outage 8am on February 17, 2010 in Palo Alto
      Out for everyone or just me?
      No media or online news
      No web search results (B, G, Y)
      Fast awareness through local social network
      Useful public social search results in minutes
      Meta-Data
      Url referrals
      Retweet counts
      Primary data
      Images
      Tweet/Blog content
      Low Latency
      Within minutes
      Voice of the People
      Non-official content
    • Publication Platforms
      Web
      Public
      Answers
      Twitter
      Facebook
      Access
      Community
      Email
      Private
      Public
      Community
      Private
      Publication
    • To rise above the noise, there is more to do as search gets more social
      Plus…
      6
    • Topic / sentiment range, volume, trend analysis
      What is the baseline rate of mentions / sentiment per unit time?
      Look for changes in attention flow around a subject, location, topic
      Watch for correlated signals from multiple sources
      Consider source relevance and authority as well
    • Graph analysis for relevance and ranking
      Spam marketing campaign
      (teeth whitening)
      Naturally connected community (#smx)
      Real time relevance needs data mining to filter and rank based on history
      Spammy communities can be highly visible
      Social graph, topic/concept graph, and behavior/gesture graphs are all useful tools
    • bing.com/twitter at a glance
      Top Tweets
      Top Shared Links
      Top Tweets/
      Sentiment per link
      Adult / Spam filter; Tweets/Links ranking & relevance
    • Thank you