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How To Prepare For The Future Of Search

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Keynote speech by Charlene Li at Search Engine Strategies San Jose August 13, 2009

Published in: Education, Technology
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  • Excellent slide, thanks
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  • Great perpsective, Charlene...and great book(s)
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  • I really enjoyed and learned from this. Thank you.
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How To Prepare For The Future Of Search

  1. How To Prepare For The Future Of Search Charlene Li Altimeter Group August 13, 2009 For slides, send an email to [email_address]
  2. How far have we come? 2001 Source: blogoscoped.com
  3. Where we are today 2009
  4. Microsoft uses semantics to create a “table of contents”
  5. What will the future bring?
  6. The power of connected people The Groundswell is where social technologies enable people to get what they need from each other
  7. “ United Breaks Guitars” appears #4 on Google for the keyword “united”
  8. Theme People must be at the center of your search strategy – not keywords
  9. Look at how each search component will be changed by people Relevancy Advertiser intent
  10. Search engines today can’t make much sense of social sites What does it mean to have 3.7 million fans?
  11. A new type of relevance – engagement
  12. Facebook’s new search on posts
  13. The real-time Web presents new challenges for search engines <ul><li>What’s the value of: </li></ul><ul><li>Retweets </li></ul><ul><li>@replies </li></ul><ul><li>Short URLs </li></ul>
  14. Understanding user intent Social networks will be like air
  15. User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Friends nearby Places with friends’ reviews
  16. Reviews from people I know Source: Razorfish Note: This is a mock-up, not an actual product
  17. Who has gone on an Earthwatch trip?
  18. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic
  19. Media6 identifies who is closest to you – your “network neighbor” “ Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 2 1 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
  20. The rise of the personal CPC/CPM <ul><li>Augment CPC/CPM with social data like: </li></ul><ul><li>- Influence </li></ul><ul><li>Number of friends </li></ul><ul><li>Influence among friends </li></ul><ul><li>Number of influential friends </li></ul>
  21. How Social CRM will work with search Search ads tailored to customers Engagement results in organic links
  22. How to prepare
  23. #1 Focus on people, not keywords It’s about the relationships
  24. What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal Focus on relationships, not technologies
  25. Goals define your strategy
  26. Learn with monitoring tools
  27. How Oracle encouraged feedback
  28. The Engagement Pyramid
  29. HP actively encourages sharing
  30. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer
  31. Driving sales with Twitter
  32. Comcast provides support via Twitter
  33. Starbucks innovates across the organization
  34. #2 Get your backend data in order Single sign-on and identity record Integrate off-site behavior and data Know influence of key people
  35. Integrate social into your site
  36. Prepare to tap into “chain of intent”
  37. #3 Be ready to give up control Photo: Kantor, http://www.flickr.com/photos/kantor
  38. Summary <ul><li>Social networks will be like air. </li></ul><ul><li>People must be at the center of your search strategy – not keywords. </li></ul><ul><li>Deepen relationships with social technologies. </li></ul><ul><li>Be ready to give up control – you have no choice. </li></ul>
  39. Thank You Charlene Li Altimeter Group [email_address] blog.altimetergroup.com Twitter: @charleneli For slides, send an email to [email_address] Copyright © 2009 Altimeter Group

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