Social Search


Bryan Simkins: FedEx Advertising
December 7th 2009
Ability to Find/Process Information and Use Effectively




                                              Vs.




        ...
How Do We Find Information?




                                       Gutenberg 1450
       Aristotle and Plato




     ...
The Good Ole Days Of The Interweb




                                    By Golly,
                                    I’...
HTML
Computers Answered All Our Questions!




          Algorithm and Meta-Data
                   Mania!
Save That Page!



                  We wanted to save
                  pages that we found
                  through sea...
Share That Page!


 We wanted to share pages that we found through
 search.
Geo-Relevant
Dumb IT Down
Dumb IT Down
Anybody Can Push Content To World
Ecosystem of User Generated Content Was Created
Search Was Old News
But Their Disappearance Was Brief
Moving Beyond Algorithms to API’s
Search Comes Back! Yea!


                 Algorithm + API’s = Future of Search




     Traditional: Relevancy           ...
Aggregating Stored and Real-Time Information
Man or Machine?



                                                  Vs.



                 Big Blue                     ...
The Machine Is Us: Michael Wesch - Kansas State



                                       We will always be the producers
...
Social Search




                Bryan Simkins: FedEx Advertising
                   bryan.simkins@fedex.com
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Social Search Simkins

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Social Search Simkins

  1. 1. Social Search Bryan Simkins: FedEx Advertising December 7th 2009
  2. 2. Ability to Find/Process Information and Use Effectively Vs. Big Blue Garry Kasparov On February 10, 1996, Deep Blue became the first machine to win a chess game against a reigning world champion (Garry Kasparov) under regular time controls. However, Kasparov won three games and drew two of the following games, beating Deep Blue by a score of 4–2 (wins count 1 point, draws count ½ point). The match concluded on February 17, 1996.
  3. 3. How Do We Find Information? Gutenberg 1450 Aristotle and Plato Morse 1850 1900’s Farnsworth 1927
  4. 4. The Good Ole Days Of The Interweb By Golly, I’ve done it!
  5. 5. HTML
  6. 6. Computers Answered All Our Questions! Algorithm and Meta-Data Mania!
  7. 7. Save That Page! We wanted to save pages that we found through search.
  8. 8. Share That Page! We wanted to share pages that we found through search.
  9. 9. Geo-Relevant
  10. 10. Dumb IT Down
  11. 11. Dumb IT Down
  12. 12. Anybody Can Push Content To World
  13. 13. Ecosystem of User Generated Content Was Created
  14. 14. Search Was Old News
  15. 15. But Their Disappearance Was Brief
  16. 16. Moving Beyond Algorithms to API’s
  17. 17. Search Comes Back! Yea! Algorithm + API’s = Future of Search Traditional: Relevancy Real-Time: Recency
  18. 18. Aggregating Stored and Real-Time Information
  19. 19. Man or Machine? Vs. Big Blue Garry Kasparov Deep Blue was then heavily upgraded (unofficially nicknamed "Deeper Blue") and played Kasparov again in May 1997, winning the six-game rematch 3½–2½, ending on May 11, finally ending in game six, and becoming the first computer system to defeat a reigning world champion in a match under standard chess tournament time controls. After the loss, Kasparov said that he sometimes saw deep intelligence and creativity in the machine's moves, suggesting that during the second game, human chess players, in violation of the rules, intervened. IBM denied that it cheated, saying the only human intervention occurred between games. The rules provided for the developers to modify the program between games, an opportunity they said they used to shore up weaknesses in the computer's play that were revealed during the course of the match. This allowed the computer to avoid a trap in the final game that it had fallen for twice before. Kasparov requested printouts of the machine's log files but IBM refused, although the company later published the logs on the Internet. Kasparov demanded a rematch, but IBM declined and dismantled Deep Blue.
  20. 20. The Machine Is Us: Michael Wesch - Kansas State We will always be the producers of the information/content! We will always be finding new machines to help create, distribute, store and find the information we produce!
  21. 21. Social Search Bryan Simkins: FedEx Advertising bryan.simkins@fedex.com

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