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Search gets personal and social


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Presentation given by Karen Blakeman at INFORUM 2012, May 22nd -24th , Prague, Czech Republic.

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Search gets personal and social

  1. 1. Search gets Personal and SocialINFORUM 2012, May 22nd-24th, Prague, Czech Republic Karen Blakeman RBA Information Services Slides available on the INFORUM web site and on, authorSTREAM and Slideshare Twitter: @karenblakeman This presentation is licensed under a Creative Commons Attribution 3.0 License
  2. 2. How do search engines personalise results? Depends on: – your location – past searches – which sites you have looked at in the past – your +1s – your likes – your shares – sites blocked by you (Google) –which social networks you are signed in to29/05/12 2
  3. 3. How far does personalisation go? Google can seriously damage your news and Is Google really filtering my news? An Awfully Big Blog Adventure: The answer to your question... depends on who you are (Anne Rooney) 3
  4. 4. Word cloud of top 20 results for a Google search on Prague (personalisation and social networks switched off) Word cloud of top 20 results for a Google search on Prague (signed in to Google+ account, social networks and web history enabled)29/05/12 4
  5. 5. Its all about money! Google 2011 Revenues $37,905 millions Net Income $9,737 millions 2011 – 96% of revenues are from advertising Google has a problem.... 29/05/12 5
  6. 6. Googles problem "How People Spend Their TimeOnline – Stephens Lighthouse" 6
  7. 7. But Facebook isnt a search engine – is it?Already has a search option using BingFacebook Delves Deeper Into Search - Businessweek Bradleys weblog: Facebook challenging Google on searchRSN Facebook improves its web search many users will not botherleaving Facebook to go to Google for search, which meansGoogle loses a significant amount of ad revenue29/05/12 7
  8. 8. Googles new Privacy Policy "Our new Privacy Policy makes clear that, if you’re signed in, we may combine information you’ve provided from one service with information from other services. In short, we’ll treat you as a single user across all our products, which will mean a simpler, more intuitive Google experience." "were more excited than ever to build a seamless social experience, all across Google" Toward a simpler, more beautiful Google 8
  9. 9. What does Google know about you?Look in your Google account dashboard Google is targeting your ads 9
  10. 10. Impact of changes on YouTube Targeted advertising?! I wonder how Google will customise my web search based on my YouTube viewing? Gives me videos based on my web search history, linked to my location (Reading) plus a long list of videos mentioned by people in my29/05/12 Google+ circles. 10
  11. 11. Googles new(ish) social network Google Plus (Google+) Now Forcing All New Users To Create Google+ EnabledAccounts Plus Your World (SPYW) referred to as Search+ now availablein and is the default. Gives priority to content from peoplein your Google+ network if you are signed in to your account.(And the next Google killer is….Google! )29/05/12 11
  12. 12. SPYW currently being tested on Google.comTop results (blacked out for privacyreasons) were from one of my Google+circles and from people who restrictedaccess to the postings.Take care when providing information tousers. 29/05/12 12
  13. 13. Bing - Adapting Search to You to use Facebook, Twitter more in fight against Google | ZDNet : Relaunches, Features New Social Sidebar "It’s not just Facebook and Twitter that get to play in the social sidebar, however. Social suggestions might also come from LinkedIn, Quora, Foursquare, Blogger and - wait for it - Google Plus"29/05/12 13
  14. 14. : Microsoft Launches Socl Social Network: A Look Inside 14
  15. 15. Social can affect all types of web activity Article "recommended" by a friend on Facebook. Advertising based on Facebook friends interests & work Details of Facebook friends activity using Economist app 29/05/12 15
  16. 16. Signing in and sharing to gain access to data 29/05/12 16
  17. 17. To allow personalisation and "social" - or not?Not necessarily a bad thingUse a second browser with search history enabled and logged in toaccounts for a different point of viewBut does bias resultsWhat I see on my screen is not what youll see on yoursBe aware of potential privacy issues regarding friends and contacts insocial networks when providing results to your usersWant to switch it off? – log out of all search engine and social media accounts when searching – disable and remove web/search history – manage cookies, automatically delete cookies after computer log out or switch off – Use Chrome Incognito (Chrome owned by Google!) – In Google use Verbatim/Doslovně in the left hand menu on results page29/05/12 17
  18. 18. Try a search tool with less or no personalisationSeznam (I am not sure how much or if Seznam personalises results) – does not track, does not personalise – International version of the Russian search engine Short – omits the top million most "popular" sites from results 18
  19. 19. And when you really DO want to search "social"....Most of the search engines are not very good at it in terms oftime periods covered, amount of information coveredOften have to search within the network itselfOr use specialist tools: – – – – – 19
  20. 20. Really useful tool number 1Mendeley – – often appears in top Google results for scientific queries – social bookmarking and collaboration tool for researchers and scientists – where researchers collect articles used as background or citations for projects and papers – many collections are public and searchable – good advanced search options – very useful way of finding related articles –can also help identify experts on a subject29/05/12 20
  21. 21. Mendeley.com29/05/12 21
  22. 22. Really useful tool number 2 – Searches Twitter and Google+ for your keywords and hashtags Identifies postings containing links to papers, web pages, photos and videos Creates a "newspaper" summarising the content Can create a newspaper for: – single Twitter user – you and the people you follow – a Twitter list – Twitter hashtag – keywords on Twitter – Google+ user – keywords on Google+29/05/12 22
  23. 23. – individual Twitterstream 23
  24. 24. – keyword (Biofuels) 24
  25. 25. Personalisation and socialisation of search is here to stay. They can seriously bias and restrict search results but can also give an important, alternative point of view. Understand how personalisation and social activity influence results, how to avoid their impact when necessary, but also how to use them as part of a search strategy.29/05/12 25
  26. 26. Thank you. Please share!29/05/12 26