• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Seattle Interactive Conference - Social and Seach
 

Seattle Interactive Conference - Social and Seach

on

  • 1,257 views

See the latest re

See the latest re

Statistics

Views

Total Views
1,257
Views on SlideShare
1,087
Embed Views
170

Actions

Likes
1
Downloads
21
Comments
0

4 Embeds 170

http://www.xconomy.com 160
http://lanyrd.com 6
http://feeds.feedburner.com 2
http://localhost 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Seattle Interactive Conference - Social and Seach Seattle Interactive Conference - Social and Seach Presentation Transcript

    • »»»»»»»»»»
    • 2.5x more often than local cityguides, 4x more often than onlinesites/reviews, and 10x often morethan social media check-in sites.
    • People Rely on Others… Unevenly Finding a Picking a Getting help Deciding on new Finding a new dr, hotel, B & B, Getting movie, Getting advice with a Everyday service realtor, financial or vacation music, or book on a personal technical Purchase provider advisor, or lawyer rental recos problem problem (n=558) (n=552) (n=560) (n=574) (n=586) (n=582) (n=576) Reviews on retailers sites 58% 22% 17% 31% 51% 18% 26% All Options Online review sites 40% 56% 43% 52% 39% 13% 22% On social networking sites 29% 18% 19% 23% 27% 33% 17% Forums or discussion 26% 34% 43% 29% 27% 38% 57% lists/boards Q&A sites 25% 25% 28% 27% 14% 35% 50% Blogs 17% 12% 9% 13% 15% 27% 17% Most Preferred Reviews on retailer’s sites 46% 15% 8% 19% 43% 12% 10% Online review sites 17% 45% 33% 41% 18% 6% 12% Options On social networking sites 13% 10% 10% 12% 15% 24% 9% Forums or discussion 9% 16% 30% 12% 11% 25% 40% lists/boards Q&A sites 9% 9% 15% 13% 5% 24% 25% Blogs 5% 3% 3% 2% 7% 9% 4%IN9. Please indicate where you typically find opinions online when <Insert item from IN1>. Select all that apply. = Top 2 ResponsesIN10. Please indicate your most preferred option for finding opinions online when <Insert item from IN1>. Select one.
    • Diversity of Sources, People is Critical Finding a Picking a Getting help Deciding on new Finding a new dr, hotel, B & B, Getting movie, Getting advice with a Everyday service realtor, financial or vacation music, or book on a personal technical Purchase provider advisor, or lawyer rental recos problem problem (n=558) (n=552) (n=560) (n=574) (n=586) (n=582) (n=576) 0 Sites 2% 5% 8% 2% 3% 13% 6% Number of Websites 1 Site 13% 11% 11% 7% 20% 18% 16% 2 Sites 29% 31% 20% 26% 35% 24% 23% 3 Sites 26% 23% 20% 25% 21% 20% 22% 4 Sites or more 31% 31% 40% 40% 22% 25% 33% Mean 3.4 3.2 3.9 4.1 2.7 2.7 3.6 1 6% 7% 6% 5% 6% 12% 8% Number of Individuals 2-5 46% 51% 35% 45% 52% 45% 50% 6-9 24% 19% 29% 23% 27% 27% 26% 10-49 22% 20% 30% 22% 12% 15% 13% 50-99 0% 2% 0% 3% 1% 0% 2% 100 or more 1% 1% 0% 2% 2% 0% 0% Mid-Point mean 11.6 11.8 12.5 14.3 10.7 8.7 9.1 49% 55% 69% 41% 41% 78% 33%IN11. How many websites would you typically visit to get opinions regarding <Insert item from IN1>. Please use whole numbers.IN12. How many individual opinions would you need to feel confident about your decision when <Insert item from IN1>?
    • Experts? Meh. Most Important Source of Opinions by Task Users Experts People I know 55% Hotel, Bed & Breakfast, or vacation rental 17% 29% 44% Everyday Purchase 10% 45% 43% Movie, music, or book recommendations 10% 47% 39% New Home Service Provider 22% 39% 26% New doctor, realtor, financial advisor or 24% lawyer 50% 19% Help with a technical problem 64% 17% 11% Advice on a personal problem 13% 77%
    • Decision Influence Factors Vary Day-to-Day Commercial Entertainment Influencer Doctor, Home Hotel, B&B, Movies, Characteristics Tasks Technical Personal Everyday Realtor, Service Vacation Music,  Problem Problem Purchase Lawyer Provider Rental Books Expert Expertise More Experienced Smart Personal Personal Relationship Practical Personality Traits Open-Minded Share Preferences Taste/ Picky Preferences Great Style Same Geo Demog- raphics Same AgeIN5. Thinking specifically of <Insert item from IN1>, which of the following characteristics are important to you when getting an opinion from someone you personallyknow and trust? Select up to 5 responses.
    • Social Networks Reign Supreme for Questions 7% 17% 18% 24% 34% Facebook (n=1267) 6% 11% 8% 22% 53% Twitter (n=619) 5% 8% 8% 18% 61% Google+ (n=550) LinkedIn (n=518) 2% 5% 4% 15% 75% MySpace (n=517) 1% 6% 4% 17% 71% Daily or more than once a day One to a few times a week A few times a month Less than once a month Never Significantly greater than other segment (95% c.l.)SN2. How frequently do you post a question as your status?
    • Using Social Networks for Decision Making Start a conversation (e.g., what are the Chargers 28% chances to make the Super Bowl?) Get an opinion on something (e.g., should I wait for the 24% iPhone 5 or just go with the iPhone 4?) Make an invitation (e.g., does anyone want to see this 12% show with me?) Get recommendations (e.g., what new bands should I 9% check out?) Copied from someone else’s status (e.g., everyone 7% answer this question: what was I wearing the first… Get “How to” help (e.g., how do you get gum out of 6% your carpet?) 5% Ask for a favor (e.g., can anyone babysit tonight?) Networking (e.g., I have a job opening on my team. Do 5% you know anyone who might be interested?) Make an offer (e.g., I’m selling my car. Is anyone 4% interested?) SN3. What was the purpose of the most recent question you asked one of your social networks?
    • Questions Get Asked for Diversity, Closeness 37% Just for fun/to satisfy my curiosity I wanted a variety of responses 30% I wanted to connect with other people on my social 27% network To get opinions from people I know because I trust 24% them more than strangers I know people in my network share my tastes 19% I thought it would be faster 17% It wasn’t the kind of question you can ask a search 16% engine It’s easier 16% I knew someone in my network would have the right 15% expertise to answer this question I wanted more complete information 8% I thought I’d get a higher quality answer 5% I had already tried other resources and couldn’t find 4% the answerSN5. Why did you ask this question of your social network? Select up to 3 responses.
    • 62% look for positive experiences othersPeople Look for Experiential Opinions had with a product, brand or company Europe Europe regions 0% 25% 50% 75% 100% ...positive experiences others had 62% ...negative experiences others had 53% ...the launch of a new product, brand, or company 45% ...feedback about products/services others received from a company 45% ...promotions others saw 40% ...games and contests related to the products, brands or companies 32% ...online advertising others saw or heard about 28% Europe West North ...advertising via traditional media (e.g. East tv, radio, magazine, etc.) others saw or 25% South heard aboutQ : What exactly do you consult then about products, brands and/or companies? Consulting information about... N Europe = 2876 / F = If consulting information
    • Facebook is the place to consultAgain, on FB information about products andQ : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing brandsthis, which social network sites do you use for consulting that information? Europe Europe regions 0% 25% 50% 75% 100% Facebook 74% Twitter 14% Vkontakte 13% LinkedIn 6% MySpace 5% Hi5 3% Xing 3% Netlog 3% Badoo 2% Hyves 1% Orkut 1% QZone 1% Tagged 1% Ning 0% Habbo 0% Europe West Bebo 0% North East Friendster 0% South N Europe = 2876 / F = If consulting information
    • Positive experiences are also Impact of consulting on buying intention reported to have the highest impact on buying intention Europe Europe regions 0% 25% 50% 75% 100% Positive experiences others had 52% Feedback about products/services others received from a company 32% The launch of a new product, brand, or company 29% Promotions others saw 25% Negative experiences others had 23% Games and contests related to the products, brands or companies 19% Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw 15% Europe or heard about West North Online advertising others saw or East 14% heard about SouthN Europe = 2876 / F = If consulting in general Q : When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? (top2%, 1-5)
    • Impact of consulting on brand perception Europe Europe regions 0% 25% 50% 75% 100% Positive experiences others had 54% Feedback about products/services 32% others received from a company The launch of a new product, brand, 32% or company Promotions others saw 28% Positive experiences are reported to have the highest impact on Negative experiences others had 26% brand opinion Games and contests related to the products, brands or companies 21% Online advertising others saw or heard about 16% Europe West North Advertising via traditional media (e.g. East tv, radio, magazine, etc.) others saw 15% South or heard aboutQ : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product /Europe/ = 2876 / F = If consulting in general N brand company? (top2%, 1-5) 24
    • Bing: More Human FocusKey BenefitBing ReleaseFocus
    • Rising Above the Noise Things you already do New things to consider Interesting & useful content Make it easy to Like andQuality Share content. Include links in Tweets and UpdatesTrust Trustworthy sites linking to Trust-worthy people sharing your site; anchor text your links or tweets; avoiding spammy clumpsPopularity # of high quality links # of people Retweeting or Liking what you said/shared in the last minute, hour, day, weekTimelines Update your site, blogs Be prepared to turn on as dime, and for the flash mob
    • Behind the Scenes Content Goes to Public InformationPeople Share and Facebook and Comes to Bing, Like Content Twitter real-time Content Ranking and Processing and User Experience Annotation Indexing
    • Reputation: More Than Followers Users’ Users’ Attributes Actions Retweets Friends Replies Followers Others that share the same link Follows Likes
    • Social Spam?
    • Spotting spammy behaviorNaturally connected community Spam marketing campaign Spammy communities are highly visible – don’t be part of one!
    • What aboutserendipity?
    • Who Cares?