Search turns social - resistance is futile


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Presentation given to CILIP in Hants & Wight, 18th April 2012 at the Pilgrims School, Winchester. Looks at personalisation and the impact of social media on search results.

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  • 19/04/12 (c) Karen Blakeman 2012
  • 19/04/12 (c) Karen Blakeman 2012
  • 19/04/12 (c) Karen Blakeman 2012
  • Search turns social - resistance is futile

    1. 1. Search Turns Social - Resistance is Futile CILIP in Hants & Wight, 18th April 2012, The Pilgrims School, Winchester Karen Blakeman RBA Information Services Slides available at and on authorSTREAM and Slideshare Twitter: @karenblakeman Rupert, "San Diego Shooter" This presentation is licensed under a Creative Commons Attribution 3.0 License
    2. 2. Borg (Star Trek) - Wikipedia"Pursuit of perfection""The concept of perfection is the unifying idea at the core of theBorg. The pursuit of an unemotional, mechanical perfection isthe Borgs only motivation. This is achieved through forcedassimilation, a process which takes individuals andtechnology, enhancing and controlling them.""We will add your biological and technological distinctiveness toour own. Your culture will adapt to service us. Resistance isfutile."18/04/12 2
    3. 3. I have suffered in order to bring you this presentation For one month I enabled my search history; stayed logged in to Google, FB, Bing etc; allowed so-called targeted ads; disabled Ad Blocker. It has been Hell on Earth! I have redacted personal information from some of the screen shots in this presentation.18/04/12 3
    4. 4. What is a search engine? Alastair Campbell 4
    5. 5. How do search engines search and sort?Depends on your location, computer/device, browser, pastsearches, which sites you have looked at in the past, your +1s,your likes, sites blocked by you and your social connections,which social networks you are signed in to, your connections,what you had for breakfast...and (especially in Googles case)whatever the search engine decides you REALLY want tosearch for.“Dear Bing, We Have 10,000 Ranking Signals To Your 1,000.Love, Google” 200 hundred “signals” and each may have over 50variations18/04/12 5
    6. 6. Search is about... Money Which is obtained through... Advertising Which means... "THEY" need to know a lot more about YOU18/04/12 6
    7. 7. Even if you dont have a Google account Google probably still knows about you!18/04/12 7
    8. 8. Google2001Revenues $86,426 thousands 2011Net Income $10,964 thousands Revenues $37,905 millions Net Income $9,737 millions 2011 – 96% of revenues are from advertising Google controls 46% of online advertising Google is mass market consumer oriented. It needs to know a lot more about YOU in order to deliver targeted advertising in order to make you click on stuff and buy stuff. 18/04/12 8
    9. 9. New How People Spend Their Time Online –Stephens Lighthouse 9
    10. 10. The Mounting Minuses atGoogle+ - WSJ.com 18/04/12 10
    11. 11. But Facebook isnt a search engine – is it?Facebook Delves Deeper Into Search - Businessweek Bradleys weblog: Facebook challenging Google on searchRSN 11
    12. 12. Remember – in 2011 96% of Googles revenues were fromadvertisingGoogle ads do not appear on only Google properties - "Adspowered by Google"Dozens of other advertising networks follow you aroundwatching what you search, click on and visitInformation you have revealed to social networks is an importantpart of the mixBoundaries between search and advertising are becomingblurred18/04/12 12
    13. 13. 18/04/12 13
    14. 14. 18/04/12 14
    15. 15. Google tells you more than many others about what it thinksyou are interested in 15
    16. 16. You can opt out of some targeted advertising – you will still see generic ads – not all ad networks are part of opt-out schemes – UK/EU cookie lawsNetwork Advertising Initiative Online Choices - IAB Chrome "Keep my opt-outs" extensionBrowser based "do not track" options, for example FirefoxBrowser cookie controlsAutomatically delete cookies when logging out/closing down18/04/12 16
    17. 17. Network Advertising Initiative 17
    18. 18. 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."18/04/12 18
    19. 19. Toward a simpler, more beautiful Google "were more excited than ever to build a seamless social experience, all across Google"18/04/12 19
    20. 20. YouTube Targeted advertising?! Plus a long list of videos mentioned by people in my Google+ circles18/04/12 20
    21. 21. What does Google know about you?Look in Google account dashboard personalisation: web history isn’t the only problem 21
    22. 22. 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! )18/04/12 22
    23. 23. Facebook profile Google+ profile18/04/12 23
    24. 24. SPYW currently being tested on Google.comBefore After 18/04/12 24
    25. 25. SPYW currently being tested on Google.com18/04/12 25
    26. 26. Google Enables Cross- Platform Local Search (As Carrot To Relinquish Your Privacy) Introducing a new local search experience across your devices - Inside Search 26
    27. 27. 18/04/12 27
    28. 28. Google to Launch Third-Party Commenting Platform 28
    29. 29. Bing - Adapting Search to You to use Facebook, Twitter more in fight against Google | ZDNet : 29
    30. 30. Signed in to Facebook Article "recommended" by a friend on Facebook. Advertising based on Facebook friends interests & work Details of Facebook friends activity using Economist plugin18/04/12 30
    31. 31. Logged out of Facebook Advertising now based on part of my search history (renewable energy Smacked wrists for not being logged in to Facebook!18/04/12 31
    32. 32. The Independent18/04/12 32
    33. 33. 18/04/12 33
    34. 34."When you search, we collect your search queries organized intosessions that last up to four hours. If you have not opted out ofFacebook totally, blekko will send every query to Facebookto search public comments related to your search.""On your blekko account, you may also interact using yoursocial media account. ...... We also import your Facebook likesand public comments of your friends to make your searchesmore personalized to you."18/04/12 34
    35. 35. When you really DO want to search social media the mainsearch engines dont make it easy! Social media is an essentialpart of many types of research.Search within the network itself – means you must have anaccountUse specialist search tools – come and go – not comprehensive – need to use more than one – a few examples are shown in the following slides. For more information on social media search tools see Phil Bradleys presentations 35
    36. 36. Google results page side bar Everything does not search everything Videos is not YouTube Social is not just Google+. Look in your dashboard to see who Google has decided to include. Not clear how discussions are identified No Twitter option anymore and Twitter coverage is sporadic.18/04/12 36
    37. 37. Bing social 37
    38. 38. 38
    39. 39. Topsy.com18/04/12 39
    40. 40. Socialmention.com18/04/12 40
    41. 41. Icerocket.com18/04/12 41
    42. 42. - create your own newspaper18/04/12 42
    43. 43. – individual Twitterstream 43
    44. 44. – keyword 44
    45. 45. A reminder .... Search is about... Money Which is obtained through... Advertising Which means... "THEY" need to know a lot more about YOU18/04/12 45
    46. 46. Is resistance futile?Personalisation and the use of social connections in search is notalways a bad thing – learn how and when to use it to advantageTry a different search engine – – Yandex.comSign out of accounts, clear/manage cookies, manage or switch off yoursearch historyUse Chrome Incognito (Chrome owned by Google!)Learn advanced search commandsIn Google use the Verbatim option18/04/12 46
    47. 47. VerbatimForces Google to run an exactmatch search. Run your search firstand then select Verbatim from theleft hand menu on your results pageCannot be combined with timeoptions in the side barGoogle: Verbatim for exact matchsearch 18/04/12 47
    48. 48. Search settings18/04/12 48
    49. 49. Signed in to Google+ Chrome incognito Verbatim 18/04/12 49
    50. 50. Search engines and social media networks are mass market consumer oriented. Serious researchers wanting reliable, in depth, structured search are an insignificant miniscule fraction of their customer base who dont bring in serious revenue. Learn how they work and how to use the options that are available to improve your search results.18/04/12 50
    51. 51. Keeping up to dateInside Search Google Blog Scholar Blog Engine Land Engine Watch Black Belt-Sourcing/Recruiting Blakeman’s Blog Bradleys weblog 51
    52. 52. Search Turns Social - Resistance is Futile CILIP in Hants & Wight, 18th April 2012, The Pilgrims School, Winchester Karen Blakeman RBA Information Services Slides available at, authorSTREAM and Slideshare Twitter: @karenblakeman Rupert, "San Diego Shooter" This presentation is licensed under a Creative Commons Attribution 3.0 License