#MozCon
Will Critchlow, Distilled
Living In The Future Of User Behavior
I want to talk about two big
themes
Humans
and robots
There are some ways we
control the world more than
we used to
Freedom is the right of all
sentient beings
-- Optimus Prime
Who watches commercials if you can avoid them?
This is true online as well –
we increasingly consume
on our own terms
We timeshift our internet content
Pocket / Instapaper / Reading List
Publishers are ad-driven
How The Verge would like me to see their article
But we often don’t see them
Formatted by Instapaper
We follow people we trust
e.g. Seth Godin, if only he was on Twitter
and we increasingly refuse
to do exactly what brands
want us to do
TV advertising used to work like this: you sat on your sofa while
creatives were paid to throw a bucket of shit in your fa...
For a while, RSS was the answer
I’m hopeful we’ll find a good substitute
No social curation platform is working for me yet
At the moment, my process
essentially looks like “watch for the
stuff everyone is sharing”
Twitter is a poor feed reader
All of this means that our audience
is increasingly fragmented
So owning our audience is
increasingly valuable
What happens if you make the humans angry?
People are less forgiving
and easier to mobilize
Market to users who are in
control
Be wanted
Learn the lessons of the DVR
Yes	
  please!	
  
Our devices work for us
Our devices work for us
We don’t use mobile devices just
because we have to
Via Think Insights
Stop thinking about mobile
as devices
Start asking if you are ready
for the always-connected
customer
From ad agency Fischer & Friends
Via Devour
Devices and channels are blurry
Not only have mobile
phones become like
laptops, but laptops are
(finally) learning from
phones
Instant-on
Lightweight
http://www.youtube.com/watch?v=8c30t3SNOz0
Losing the install process
Mac App Store
Google snuck an OS onto 750m+ devices
Chrome Web Store (statistics)
Ditching the filesystem
This is from Google Drive
All screen sizes exist
[Credit: Pete Wailes from SEOgadget AKA TCSM at our London meetup]
And, in the real world, this
We choose to be signed
in everywhere
Partly because it gets ever easier
Partly because it gets harder not to
Chrome sync is just the beginning
I predict we are going to see cookie sync
It’s one of the things making the
hardware irrelevant
and unified alerts are going to be important
Worth a read. Tech docs
Stop thinking of mobile as
different
Their technology is there to
help users
Play nice with that tech
[instapaper, screen sizes,
connection speeds, etc.]
Tactical:
Test adding twitter handle
to page titles / meta
information
Anyone see anything wrong here?
Sub-head: “The Spurs have figured out the one
way to defend LeBron James”
The entire tweet pulled from the title
I used Buffer here. Instapaper does the same
There are some ways that
my world is controlled by
computers more than ever
before
I have no idea
how most of the
things I interact
with every day
actually work
I have no idea
how most of the
things I interact
with every day
actually work
I have no idea
how most of the
things I interact
with every day
actually work
The robots are here
This query really shouldn’t work
But it does
Understand, not just index
See reddit for more
Original thread
When someone searches for “best”
From Google Trends
They probably don’t mean a page
that says “best”
Watch this presentation for more
Read this. Watch this.
Context is being added to
our queries
“london tube stations”
query
Old Query Model
explicit query
implicit query
iPhone	
  user,	
  on	
  street	
  in	
  London	
  
“london tube stations”
New Query Model
New Query Model
Query Scale
TIME
TOTALSIGNAL
INFORMATION
explicit signal
implicit signal
Query Scale
TIME
TOTALSIGNAL
INFORMATION
explicit signal
implicit signal
Query Scale
TIME
TOTALSIGNAL
INFORMATION
explicit signal
implicit signal
Query Scale
TIME
TOTALSIGNAL
INFORMATION
explicit signal
implicit signal
Query Scale
TIME
TOTALSIGNAL
INFORMATION
explicit signal
implicit signal
We are learning to trust the
system
I distinctly remember mocking
people who do searches like this
I have recently caught myself doing one
I searched [breakfast]
They work!
And not just with local results
Is this really what
(not provided)
is all about?
Machines are doing the filtering
We’re used to spam filters
But we may not have realized how
many there are
Priority inbox, Edgerank hide things
we don’t interact with
…or	
  here	
  
Not	
  everything	
  gets	
  here…	
  
Even	
 ...
Personalization is a form of filtering
What happens if you make the robots angry?
De-indexing, panda/
penguin, invisible content
etc.
Market to the robots who
are really in control
Sometimes you can train the machines
Get people to mark emails as not spam
Sometimes you can game the machines
This example from HuffPo
Be machine-readable
Of course it only starts with schema etc
Make your trust factors
machine-readable
Web Graph
Social Graph
Social Signals & Authorship
Trusted Links
Watch out for robots
learning what humans like
Example: bad merchant update
Don’t make your customers angry
Their biggest win is spreading fear
Bad stuff still works short term
But brands are rightly scared (finally)
Attention > Links
Thank you
Founder, Distilled
will.critchlow@distilled.net
@willcritchlow
I founded Distilled in 2005. I live in London but I like Se...
Image creditshttp://www.flickr.com/photos/starkej2/5583016784/
http://www.flickr.com/photos/danielsemper/328942650/
http:/...
Will Critchlow - Living in the future of user behavior - #mozcon
Will Critchlow - Living in the future of user behavior - #mozcon
Will Critchlow - Living in the future of user behavior - #mozcon
Will Critchlow - Living in the future of user behavior - #mozcon
Will Critchlow - Living in the future of user behavior - #mozcon
Will Critchlow - Living in the future of user behavior - #mozcon
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Will Critchlow - Living in the future of user behavior - #mozcon

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Will Critchlow - Living in the future of user behavior - #mozcon

  1. 1. #MozCon Will Critchlow, Distilled Living In The Future Of User Behavior
  2. 2. I want to talk about two big themes
  3. 3. Humans
  4. 4. and robots
  5. 5. There are some ways we control the world more than we used to
  6. 6. Freedom is the right of all sentient beings -- Optimus Prime
  7. 7. Who watches commercials if you can avoid them?
  8. 8. This is true online as well – we increasingly consume on our own terms
  9. 9. We timeshift our internet content Pocket / Instapaper / Reading List
  10. 10. Publishers are ad-driven How The Verge would like me to see their article
  11. 11. But we often don’t see them Formatted by Instapaper
  12. 12. We follow people we trust e.g. Seth Godin, if only he was on Twitter
  13. 13. and we increasingly refuse to do exactly what brands want us to do
  14. 14. TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. -- Charlie Brooker I found this via this great presentation from W+K
  15. 15. For a while, RSS was the answer
  16. 16. I’m hopeful we’ll find a good substitute No social curation platform is working for me yet
  17. 17. At the moment, my process essentially looks like “watch for the stuff everyone is sharing” Twitter is a poor feed reader
  18. 18. All of this means that our audience is increasingly fragmented
  19. 19. So owning our audience is increasingly valuable
  20. 20. What happens if you make the humans angry?
  21. 21. People are less forgiving and easier to mobilize
  22. 22. Market to users who are in control
  23. 23. Be wanted
  24. 24. Learn the lessons of the DVR Yes  please!  
  25. 25. Our devices work for us
  26. 26. Our devices work for us
  27. 27. We don’t use mobile devices just because we have to Via Think Insights
  28. 28. Stop thinking about mobile as devices
  29. 29. Start asking if you are ready for the always-connected customer
  30. 30. From ad agency Fischer & Friends Via Devour
  31. 31. Devices and channels are blurry
  32. 32. Not only have mobile phones become like laptops, but laptops are (finally) learning from phones
  33. 33. Instant-on
  34. 34. Lightweight http://www.youtube.com/watch?v=8c30t3SNOz0
  35. 35. Losing the install process Mac App Store
  36. 36. Google snuck an OS onto 750m+ devices Chrome Web Store (statistics)
  37. 37. Ditching the filesystem This is from Google Drive
  38. 38. All screen sizes exist [Credit: Pete Wailes from SEOgadget AKA TCSM at our London meetup]
  39. 39. And, in the real world, this
  40. 40. We choose to be signed in everywhere Partly because it gets ever easier
  41. 41. Partly because it gets harder not to
  42. 42. Chrome sync is just the beginning I predict we are going to see cookie sync
  43. 43. It’s one of the things making the hardware irrelevant
  44. 44. and unified alerts are going to be important Worth a read. Tech docs
  45. 45. Stop thinking of mobile as different
  46. 46. Their technology is there to help users
  47. 47. Play nice with that tech [instapaper, screen sizes, connection speeds, etc.]
  48. 48. Tactical: Test adding twitter handle to page titles / meta information
  49. 49. Anyone see anything wrong here? Sub-head: “The Spurs have figured out the one way to defend LeBron James”
  50. 50. The entire tweet pulled from the title I used Buffer here. Instapaper does the same
  51. 51. There are some ways that my world is controlled by computers more than ever before
  52. 52. I have no idea how most of the things I interact with every day actually work
  53. 53. I have no idea how most of the things I interact with every day actually work
  54. 54. I have no idea how most of the things I interact with every day actually work
  55. 55. The robots are here
  56. 56. This query really shouldn’t work
  57. 57. But it does
  58. 58. Understand, not just index
  59. 59. See reddit for more Original thread
  60. 60. When someone searches for “best” From Google Trends
  61. 61. They probably don’t mean a page that says “best”
  62. 62. Watch this presentation for more Read this. Watch this.
  63. 63. Context is being added to our queries
  64. 64. “london tube stations” query Old Query Model
  65. 65. explicit query implicit query iPhone  user,  on  street  in  London   “london tube stations” New Query Model
  66. 66. New Query Model
  67. 67. Query Scale TIME TOTALSIGNAL INFORMATION explicit signal implicit signal
  68. 68. Query Scale TIME TOTALSIGNAL INFORMATION explicit signal implicit signal
  69. 69. Query Scale TIME TOTALSIGNAL INFORMATION explicit signal implicit signal
  70. 70. Query Scale TIME TOTALSIGNAL INFORMATION explicit signal implicit signal
  71. 71. Query Scale TIME TOTALSIGNAL INFORMATION explicit signal implicit signal
  72. 72. We are learning to trust the system
  73. 73. I distinctly remember mocking people who do searches like this
  74. 74. I have recently caught myself doing one I searched [breakfast]
  75. 75. They work! And not just with local results
  76. 76. Is this really what (not provided) is all about?
  77. 77. Machines are doing the filtering
  78. 78. We’re used to spam filters
  79. 79. But we may not have realized how many there are
  80. 80. Priority inbox, Edgerank hide things we don’t interact with …or  here   Not  everything  gets  here…   Even  when  we’ve  asked  for   it  
  81. 81. Personalization is a form of filtering
  82. 82. What happens if you make the robots angry?
  83. 83. De-indexing, panda/ penguin, invisible content etc.
  84. 84. Market to the robots who are really in control
  85. 85. Sometimes you can train the machines Get people to mark emails as not spam
  86. 86. Sometimes you can game the machines This example from HuffPo
  87. 87. Be machine-readable Of course it only starts with schema etc
  88. 88. Make your trust factors machine-readable
  89. 89. Web Graph
  90. 90. Social Graph
  91. 91. Social Signals & Authorship
  92. 92. Trusted Links
  93. 93. Watch out for robots learning what humans like
  94. 94. Example: bad merchant update Don’t make your customers angry
  95. 95. Their biggest win is spreading fear
  96. 96. Bad stuff still works short term But brands are rightly scared (finally)
  97. 97. Attention > Links
  98. 98. Thank you
  99. 99. Founder, Distilled will.critchlow@distilled.net @willcritchlow I founded Distilled in 2005. I live in London but I like Seattle because the weather’s just like home. I’m looking forward to your questions. WILL CRITCHLOW
  100. 100. Image creditshttp://www.flickr.com/photos/starkej2/5583016784/ http://www.flickr.com/photos/danielsemper/328942650/ http://www.flickr.com/photos/danielsemper/328946291/ http://upload.wikimedia.org/wikipedia/it/d/d8/TF3_Autobot_film_Hangar.png http://www.flickr.com/photos/michaelsphotos/3723731817/ http://www.flickr.com/photos/lizandcormac/4109742717/ http://upload.wikimedia.org/wikipedia/commons/thumb/b/ba/BumblebeeCamaro-02.jpg/1280px-BumblebeeCamaro-02.jpg http://farm9.staticflickr.com/8161/7226437498_ddd9677dce_o.jpg http://www.flickr.com/photos/66854529@N00/244018608/ http://upload.wikimedia.org/wikipedia/it/9/9c/Transformers_Autobot.jpg http://www.flickr.com/photos/jamiesrabbits/4228422820/ http://www.flickr.com/photos/juehuayin/3251667785/ http://www.flickr.com/photos/somecanuckchick/8256257460/ http://www.flickr.com/photos/wwarby/3296379139/ http://www.flickr.com/photos/skyfire/3078198906/

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