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Beyond Search:Evolving Strategies for an Emerging Ecosystem<br />Mike Bloxham<br />Ball State University<br />Center for M...
Steve on Search<br />“On the desktop search is where it’s at; that’s where the money is. But on mobile devices search hasn...
Evolution of Search Tools<br />Not extinction of pre-existing tools<br />Not creation of new behaviors<br />Different tool...
What about the 800lb Gorilla?<br />
What about the 800lb Gorilla?<br />Manual channel change to TV program guide to widgets and more<br />Over the next few ye...
Fundamentals of Human Behavior<br />We are hard-wired to seek out information<br />The only thing that’s new is the way we...
The Evolution of Context<br />Moving beyond search in its “primitive” stage<br />Develop strategies and tactics for using ...
Are You Adapting?<br />The relevance and success of these various tools are rooted in the human behavior that defines the ...
Transmedia Discovery<br />Coherent strategy<br />Communication style<br />Cross-platform<br />Context Considerations<br />...
Imagine…<br />A world without search engines<br />What’s left?<br />What would you do?<br />What type of content do you sh...
The Challenge<br />
Thank you.<br />Questions? Abuse?<br />
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iMedia October Breakthrough Summit: Insight Address: "Search and Discovery of Content"

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iMedia October Breakthrough Summit

Insight Address: "Search and Discovery of Content"

Mike Bloxham, Director, Insight & Research, Center for Media Design, Ball State University

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iMedia October Breakthrough Summit: Insight Address: "Search and Discovery of Content"

  1. 1. Beyond Search:Evolving Strategies for an Emerging Ecosystem<br />Mike Bloxham<br />Ball State University<br />Center for Media Design<br />
  2. 2. Steve on Search<br />“On the desktop search is where it’s at; that’s where the money is. But on mobile devices search hasn’t happened. Search is not where it’s at, people are not searching on mobile devices like they do on desktops.”<br />WRONG<br />
  3. 3.
  4. 4.
  5. 5. Evolution of Search Tools<br />Not extinction of pre-existing tools<br />Not creation of new behaviors<br />Different tools for navigation<br />Growing significance of smaller tools<br />Recommendation / Referral engines (e.g. Amazon)<br />Sharing (e.g. ShareThis)<br />Social Networks <br />Consumer-generated content + WOM<br />Creative discovery (e.g. Stumble Upon)<br />
  6. 6. What about the 800lb Gorilla?<br />
  7. 7. What about the 800lb Gorilla?<br />Manual channel change to TV program guide to widgets and more<br />Over the next few years TV is set to become much more like the web and the range of content and functions available to viewers will expand considerably<br />How will we respond to these changes and the opportunities they present?<br />
  8. 8. Fundamentals of Human Behavior<br />We are hard-wired to seek out information<br />The only thing that’s new is the way we do it.<br />
  9. 9. The Evolution of Context<br />Moving beyond search in its “primitive” stage<br />Develop strategies and tactics for using those tools to move beyond narrow perspective<br />
  10. 10. Are You Adapting?<br />The relevance and success of these various tools are rooted in the human behavior that defines the need for their existence. <br />Success will be dependent on management’s willingness and ability to gain and act upon a deep understanding of the evolving attitudes, motivations, needs and behaviors of users.<br />
  11. 11. Transmedia Discovery<br />Coherent strategy<br />Communication style<br />Cross-platform<br />Context Considerations<br />Consumer Satisfaction<br />User Experience<br />Utility (What’s Innit For Me?)<br />
  12. 12. Imagine…<br />A world without search engines<br />What’s left?<br />What would you do?<br />What type of content do you share?<br />How would you position your content?<br />Entice people to refer, recommend and share the content<br />On what basis would you allocate budget?<br />What constitutes ROI?<br />
  13. 13. The Challenge<br />
  14. 14.
  15. 15. Thank you.<br />Questions? Abuse?<br />

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