Seattle Interactive Conference - Social and Seach

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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?

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Seattle Interactive Conference - Social and Seach

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