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The Future of Search

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Doug Platts, Head of Natural Search at iCrossing presented The Future of Search at Online Marketing, Athens - June 2010

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The Future of Search

  1. 1. The Future of Search<br />Athens :: 17th June 2010<br />Doug Platts<br />Head of Natural Search<br />
  2. 2. Presentation Goals<br /><ul><li> Introduction to iCrossing
  3. 3. The challenges of the digital marketplace
  4. 4. Key developments within Search
  5. 5. A change in consumer behaviour</li></li></ul><li>
  6. 6.
  7. 7. 5<br />So Where Are We?<br />
  8. 8. Scale, Flux and Complexity<br />
  9. 9. HELLO, I’M HERE!<br />ATTENTION DEFICIT DISORDER <br />CONSUMERS:<br />Increasingly sophisticated<br />+<br />Informed decision-making<br />+<br />Empowered to choose<br />+<br />
  10. 10. Technological Change & Fragmentation<br />Increasing pace of technological change <br />Everything is connected<br />Data is incomplete, change is continuous<br />Paradox of information overload creating uncertainty<br />
  11. 11. Search vs Social<br />
  12. 12. The Death of SEO?<br />
  13. 13. Growth of Search Spend<br />
  14. 14. From Page Rank to the Social Graph<br />
  15. 15. Links: a limited view <br />Troubled links<br />Rich get richer<br />Easy to spam<br />Ambiguity and context<br />Subjectivity<br />Publisher vs. searcher<br />
  16. 16. New signals…<br />The Vince Update<br />User data <br />Semantic relationships<br />New search signals<br />
  17. 17. Results (post Vince)<br />
  18. 18. Google knows you<br />Personalised search<br />What I mean<br />Who I know<br />Who I like<br />
  19. 19. Personalisation as a channel<br />Bitrot @flickr<br />
  20. 20. Social Search<br />
  21. 21. What your friends are saying?<br />Social Search<br />Recommendation<br />Dissatisfaction<br />Engagement<br />
  22. 22. Real-time search<br />Google integration<br />Twitter hot topics<br />
  23. 23. Search interface update<br />
  24. 24. The Social Graph<br />
  25. 25. The Social Graph<br />
  26. 26. Facebook Like button<br />
  27. 27. Facebook Like button<br />
  28. 28. Whose data is it?<br />Good news for Facebook<br />Users – data privacy ?<br />Site owners (brands/organisations) – what is in it for them ?<br />
  29. 29. Link graph vs. Social graph<br />
  30. 30. The Connected User<br />
  31. 31. What is a connected user?<br />Web 1.0 <br />Brochure ware<br />Domain specific experience<br />Online shopfront<br />
  32. 32. Silo Marketing<br />
  33. 33. What is a connected user?<br />Web 2.0<br />Connected web<br />Content distribution tools<br />User in control of UI<br />Network of experiences<br />Connected brands<br />euskeratsky@flickr<br />
  34. 34. Digg – a distributed brand experience<br />
  35. 35. The Holistic Approach<br />
  36. 36. What is a connected user?<br />Web 3.0?<br />Connected user<br />Social graph<br />Social context<br />Semantic web<br />User-driven web<br />jurvetson@flickr<br />
  37. 37. So What?<br />
  38. 38. User-centric planning<br />User Goal: Book a cheap holiday online.<br />Research Destination<br />ComparePrice<br />ResearchHotel<br />Book<br />Review &Share<br />Search Engine<br />3<br />1<br />Brand website<br />7<br />8<br />Price Comparison<br />6<br />4<br />Social Media<br />2<br />9<br />10<br />5<br />
  39. 39. User-centric strategy<br />SEARCH<br />SOCIAL<br />RESEARCH<br />STRATEGY<br />PLANNING<br />EVALUATION<br />CREATIVE<br />
  40. 40. User-centric evaluation<br />
  41. 41. What does it mean?<br />Visibility is about more than traditional SEO<br />User data will redefine how we discover content<br />Page Index (Google) vs. User Index (Facebook)<br />Next generation web architecture ?<br />
  42. 42. What does it mean for brands?<br />The bad news…<br />Rapid innovation<br />A moving target<br />The good news…<br />Take the user view - underlying motivations do not change<br />Listen and measure<br />Client/agency partnerships<br />
  43. 43. Putting it in perspective<br />1/3 of all search queries are Navigational<br />1/3 of all search queries are Commercial<br />1/3 of all search queries are Informational<br />400M+ Facebook users vs. 20B+ pages indexed by Google <br />Links will always be a signal<br />‘Blue Hat’<br />
  44. 44. Questions to ask…<br />Do we know where our customers are?<br />Are we listening to them?<br />Are they likely to discuss, link to and ‘like’ our content?<br />Are we building relationships and connections?<br />Are we planning in silos or across teams?<br />How are we measuring success?<br />
  45. 45. Thank you<br />doug.platts@icrossing.co.uk / @dougplatts<br />

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