Bing: Welcome to the Social


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Presentation by Stefan Weitz, Director of Online Services at Microsoft. Presentation given at the IPA Social Search event 2010

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Bing: Welcome to the Social

  1. 1. Bing: Welcome to the Social<br />Stefan Weitz | Director | Online Services Division<br />
  2. 2. Encouraging Early ResultsStill a long way to go…<br />Awareness & Perception<br />US Unique Users<br />US Market Share<br />54%<br />Unaided Awareness<br />83.3m<br />11.3%<br />41%<br />16%<br />24%<br />Perception<br />8.0%<br />71.7m<br />Sources: comScore June-October 2009 U.S. Search Engine Rankings<br />Integrated Campaign Evaluation Study<br />
  3. 3. Users Depend on Search However Search Still Ripe For Innovation<br />…in ever increasing numbers<br />People rely heavily on search for daily tasks…<br />8%<br />Growth<br />in Users<br />Feb 2009198 Million<br />Feb 2008183 Million<br />% who do this on a typical day<br />…using search more and more<br />…yet satisfaction with search is mixed<br />23%<br />Growth<br />in Visits<br />Feb 200927 visits per searcher<br />Not Satisfied 35%<br />Satisfied 65%<br />Feb 200822 visits per searcher<br />Sources: Pew Internet and American Life Project, ComScore; Harris Poll 2008<br />
  4. 4. Unmet Needs: The 3 Problems of Search<br />Refinement<br />Imprecise Results<br />Lengthy Tasks<br />0-3 mins<br />9%<br />>30 mins<br />46%<br />25% of queries result in quick click backs<br />3-10 mins<br />12%<br />Almost<br />50%<br />of time spent searching is on these queries<br />50%<br />of time spent on long queries<br />25%<br />of clicks lead to ‘back’<br />42%<br />of sessions <br />need<br />refinement<br />10-15 mins<br />10%<br />15-30 mins<br />23%<br />
  5. 5. Decision Engine Defined<br />Pre Process Web Information<br /><ul><li>Cashback
  6. 6. Sentiment extraction, Wolfram
  7. 7. Price predictors</li></ul>Decision Tools<br />Reduce Anxiety<br /><ul><li>Categorized search
  8. 8. Task Pages, Viz Search
  9. 9. Search history</li></ul>Reduce Overload<br />Intelligent Organization<br />Sessions not Queries<br /><ul><li>Relevance parity/leadership
  10. 10. Faster time to first pixel
  11. 11. Next-gen previews: hover, answers, DeepLinks
  12. 12. Seamless multimedia</li></ul>Multimedia<br />Index Quality<br />Core Search<br />Speed<br />Relevance<br />
  13. 13. Social Search in Bing<br />Integration into the Results Page (easy)<br />In-Depth Search Capability for Twitter (hard)<br />
  14. 14. Part of a Larger Campaign<br />Build Awareness<br />Expand Availability<br />Engage Community<br />Drive Trial<br />Change Perception<br /><ul><li> Bing on 75M PC
  15. 15. Bing on 30% of US cell phones via Verizon
  16. 16. 54% Social Media Share of Voice
  17. 17. 68k Facebook Fans
  18. 18. 28k Twitter Followers</li></ul>40% of people consider Bing a “new generation of Search” <br />41% unaided brand awareness<br />Nearly 1M Firefox add-in downloads<br />
  19. 19. Small, Focused Team<br /><ul><li>Personality first
  20. 20. No corp-speak
  21. 21. Dialog</li></li></ul><li>Lessons in Social Media<br />You can’t control it<br />Be Honest & Authentic<br /><ul><li>Good to drive stories, not features
  22. 22. Promos drive followers, not friends</li></ul>+ <br />=<br />
  23. 23. The Road Ahead<br />Understanding query<br />Understanding intent<br />Relevance of 10 blue links<br />Whole page to whole session<br />Minimizing time of URL/query matching <br />Time of completing a task<br />Search<br />Hit or miss model<br />Bing<br />Dialog model<br />
  24. 24. Q&A<br />
  25. 25. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.<br />The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.<br />