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Analysis of Google's Leaked Campaign


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12-slide deep dive into what What Do You Love is

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Analysis of Google's Leaked Campaign

  1. 1. What is<br />(And what does it mean for Google?)<br />Google & the Contextual Search StoryAlice Lee | 6/29/2011<br />
  2. 2. This presentation will tell you:<br />What is, given its recent leak via TechCrunch on 6/27<br />Its implications as a part of a larger marketing push by Google<br />
  3. 3. History: Google & Contextual Search<br />Marketing Ploys:<br />WDYL: What do you love?<br />Establishes connection between “the things that you love” and “how you can use Google Search tools” to imply: “Search for the things that you love on Google”<br />Amalgamation of search content, image, news, trends, video, mobile, etc. responses about given queries to showcase diversity of tools<br />Soft launch few days back, formal launch in coming week: some parts are nonfunctional<br />Youtube Search Stories<br />Heartwarming/clever stories that illustrate how Google Search enhanced an individual’s connection to the important things in their life<br />Search Tools<br />Google Insights for Search: pointed search <br />iGoogle: “self-curating” feed<br />
  4. 4. Google Tools<br />
  5. 5. WDYL<br /><ul><li>Pulls from:
  6. 6. Maps
  7. 7. Youtube
  8. 8. SketchUp(3D)
  9. 9. Blogger
  10. 10. Calendar
  11. 11. Patent Search
  12. 12. Chrome
  13. 13. Books
  14. 14. Translate
  15. 15. Image Search
  16. 16. Mobile
  17. 17. Trends
  18. 18. Gmail
  19. 19. News</li></ul>Personal history context: auto-suggests search terms on home page<br />
  20. 20. Deep Dive<br />Overview<br />Messaging<br />Functional Purpose<br />Inconspicuously Absent Features<br />Weaknesses: WDYL’s shortfalls<br />Differentiation: What this means for Bing<br />
  21. 21. Overview<br />General web consensus that this is a marketing push rather than a functional tool<br />Lacking functionality because leaked on TechCrunch at 11PM on 6/27<br />Some content portals not very relevant to most queries (ie. Maps)<br />Has more of a “Wow” factor and potential application of the entire toolset is very niche (ie. research projects)<br />Portal pulling feeds from various Google content sources based on search (“Googling Google products”)<br />Two types of feeds:<br />Search tools: News, Image, News, Trends, Video<br />Consumer tools (extraneous relevance): Maps, Events, Marketplace<br />Organizationally:<br />No hierarchy or priority ordering given to specific feeds (even though some more relevant than others)<br />Blanket search across all platforms (no customization based on what you’re searching. Ie. search “apple” and Calendar will input “Date with Apple”)<br />
  22. 22. Messaging<br />Messaging: Consumers should use Google Search tools to learn more about and get closer to the things that they love<br />Impliesconnection between what you love and using Google tools to enhance that experience<br />Strengthens emotional tie to Google (also established through “Search Stories” campaign), making consumers more likely to use it<br />
  23. 23. Functional Purpose<br />“Big Picture Search”: A “contextual” look at chosen topic via different media<br />Marketing Ploy: Another “quirky” initiative (“What do you love?” by nature is a playful title) by Google<br />Educational: Way to familiarize/introduce Google users with/to different tool offerings<br />Search Piggyback: Drive users of search onto other lesser-used niche search products (ie. Patent Search, SketchUp 3D service, etc.)<br />Consumer Integration: Showcase search tools (images, news) with consumer products (Gmail, Calendar, Events)<br />
  24. 24. Inconspicuously Absent<br />Content Search | Doesn’t actually pull from search <br />Social Media | Google Buzz feed – although Blogs Search is available + Buzz share button on left. No apparent search integration with Google+ feeds<br />Personal Search | Doesn’t search thru personal mail, search history, etc.<br />Perhaps lesson learned from Buzz (although Google+ settings are defaulted to public)<br />Incomplete Functionality (due to leak)<br />Marketplace (product search on its own yields results for Microsoft organically)<br />Groups yields no Discussion activities<br />
  25. 25. Weaknesses<br />Weaknesses:<br />Not an actual tool for research<br />Low discoverability of most relevant content due to lack of prioritized feed organization<br />Some components not actually relevant to most searches (ie. “Maps” and “Earth” only useful for location queries)<br />Unappealing for users who try to use this as a research tool<br />“More Coming Soon”:<br />Ability to customize page to add/remove your own Google product widgets, ie. “Scholar” reserves if working on research project<br />Left-hand scrollbar implies even more GS features to be added<br />
  26. 26. Messaging Differentiation<br />Highlights differences between MS and Google Search positioning:<br />MS: Bing/FB recommendation feature<br />Messaging points more heavily towards community-based experience of search<br />“Find what your friends love, found relevant, and shared”<br />Google/wdyl/Google+<br />New +1 sharing feature: community-based but messaging still revolves around the individual (ie. Google+ creates a “dashboard” of likes for each individual user)<br />“What do you love? Let us help you find out more about this.”<br />