“for instance” example here - low sodium diet Pulls from Twitter, Foursquare, Quora, LinkedIn, Google Plus and Blogger
Talk about voice search cdn-static.cnet.co.uk/i/c/blg/cat/mobiles/windows-phone-8-speech.jpg www.thegeeksclub.com/wp-content/uploads/2011/06/xbox-bing-voice-search.jpg
Public information includes your name, profile picture, gender, networks, and other information you've made public.
http://engineering.twitter.com/2011/05 /engineering-behind-twitters-new-search.html Cassovary, their graph processing library Related to searching Twitter: They determine whether you are searching for an “entity in a tweet”, and if so they surface the video or photo tagged with that keyword that has been shared the most.
To remove personalization: 1) add "&pws=0 to the end of the Google search url to turn it off. 2) Use the incognito version of Chrome. 3) You can change localization by clicking "change location" on the left sidebar to enter a different city or zip code in the U.S. If your underlying assumption is that by getting unpersonalized results you are going to see results that are more like what your target audience is going to see, well, I'm not sure that assumption is true.
We will leverage our understanding of provider questions and concerns at each stage of the adoption curve to develop tailored messages and materials. The percentages above do not add to 100%, as the “not sure” percentage is not included.
We will tailor materials and leverage resources according to where providers are in the adoption decision process.
This slide demonstrates what a local provider – in this case Dr. Chen in San Francisco – will see and hear in his community regarding EHRs and HIT.
the primary way that Google+ can affect your rankings is based on the people that have the author (or publisher) of a particular web page in their circles.
according to a report by nRelate. Those adults were asked if they had clicked on a related link story in the past 3 months
Now rolling out in Google Chrome
For three days, at eight randomly chosen times a day, Google called 150 peopled involved in an experiment and asked: “What did you want to know recently?” Google is trying to understand how it can deliver information to users that they’d never have thought to search for online. http://www.technologyreview.com/news/507451/how-google-plans-to-find-the-ungoogleable/ http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg
Why understanding your customer is key to getting through the personalization filter final
Katherine Watier Ong
02.13.13 | Room 31B | 9:00 AM-9:45 AM
Today’s Mental Journey:
• Discuss how Google, Bing, Facebook and Twitter are
increasingly becoming personalized to each user
• Tips for how to change your promotion plans to break
through the filter and reach your online target audience
• Tips for how to increase your chances of being
recommended for your target audience’s personalized
• Thoughts for how to measure if you have reached your
target online audience
• Where online personalization is headed
Search Engines – 1994-2007
• Search engines needed links to find and crawl your site.
• Labeling mattered
• Introduction of PageRank
• Some links mattered more than others
2002-2006 GOOGLE INTRODUCED VERTICALS
GOOGLE COMBINED THEM WITH
Search Results – 2008-Today
SEARCH RESULTS BECOME
• Behavioral intent
• Universal search
• Geographic location
• Previous search history
GOOGLE ANNOUNCES THAT
IT MAKES CHANGES DAILY, ADDS
REAL TIME SOCIAL RESULTS
GOOGLE ADDS MOBILE SEARCH
BING-FACEBOOK LIKE INTEGRATION
• Begins to associate the recordings of the
words that you ask for with your Google account.
GOOGLE+ - GOOGLE’S IDENTITY
Google Search – 2012
Images from Google+
Geo Local results
All personalized to me.
Direct answers are now
displayed in search.
Google’s Personalization Signals
Did you know?
Full list here: http://bit.ly/VxOnkM
Bing Search – 2012
Bing is similar to Google, but has interesting integration features with
Facebook and Twitter
You can ask your friends questions directly from search
Bing – Powered by Your Microsoft Data
Personalization on Facebook
FACEBOOK IS CREATED
FACEBOOK NEWS FEED IS CREATED
• like button released along with instant
personalization on other sites
• partners may only use your public information
EDGERANK ADJUSTS RANKING BASED
ON BRAND AFFINITY AND NEGATIVE
FACEBOOK ADDS GRAPH SEARCH
Personalization on Twitter
TWITTER IS LAUNCHED
ROLLED OUT NEW VERSION OF THE DISCOVER TAB
-- EVEN MORE PERSONALIZED FOR YOU.
• Your connections, how strong they are
• Signals from accounts you follow
• Who they follow
• Language preference
LET’S TAKE A LOOK AT:
PERSONALIZED SEARCH RANKINGS
YOU CAN USE GOOGLE FOR MEDIA
Removing Search Personalization
Think about your underlying assumption….
When you non-personalized the search results,
are you going to see what your target audience
CREATING A PLAN
TO CUT THROUGH
THE ONLINE FILTER
Create Personas for your Target Audience
Demographics (male/female, marital status, age range, income)
Job level (if B2B)
Objections to attitude change
Routine for a typical day
Level of sophistication with technology
Online information sources/social networks
Understanding the Provider Audience
Provide Answers to Business and Emotive Triggers
Eager to try
Best practices to achieve
How to tell patients about
the transition to health IT
Needs peer reinforcement
Concerned about workflow
How to register
What an REC is
How to find your REC
What to ask your vendor
about privacy and security
Concerned about penalties
Benefits of EHRs
Implications of not adopting
Transition deadlines and
How to register
Conversion Through Conversation
Speak Directly to The Provider’s Situation
Integrated Communications Touchpoints
San Francisco Provider in Planning Stage
Profile: Dr. Steven Chen, 39
Uses Mobile Device At Work
Create content for your target audience
Create content that is focused on their:
• Emotional Motivators
• Burning Questions
• Formatted in a way that drives sharing
Be recommended for your target
Use all of the social media buttons
on your site
Use rel=author and other schema
markup to increase CTR, build up
the Author Rank and following of
your company’s thought leaders
Create a surround sound of social
media mentions around your target
Create and promote high quality
content regularly that matches your
Surround them CRM driven social media outreach
•Create list/database of influencers by semantic interests
•Store all conversations so that you can pivot the outreach
•Connect with the influencer via multiple platforms
•Set up alerts to quickly engage with contacts based on recent posts.
Intercept them during a prime moment
of online adults in the US have clicked
on links to related stories
Measure to see if it’s working
• Google searches/mo.
compared to your analytics
traffic by keyword?
• Social media monitoring to
view an increase in volume
around your brand name
• Overall increased social
media & target referral traffic
• Searching focus group
Let’s Test What your Audience Sees
Hertz’s On Demand service is
not appearing in Google when
their target demographic
searches for car sharing
•Doesn’t own a car
•lives in NYC and DC (where
they have launched their
•You're looking to make a trip to the grocery store, and anticipate
needing a car to transport your goods.
•We are interested in understanding how you would go about
finding and selecting a “car sharing” service to be used in the next
1. Please enter “car sharing” into the Google search bar.
2. Do you feel that the search results are relevant to your ultimate goal
of selecting a “car sharing” service? Why or why not?
3. What is your thought process when deciding which search result to
4. Click on your desired result.
5. By what criteria do you evaluate whether a car sharing service
provider is worth hiring?
6. Are you satisfied with your current selection? Why or why not?
7. How else would you search online for a car sharing provider?
Results of Those Tests
WHERE ARE WE HEADED?
THE FUTURE OF PERSONALIZATION
The Future of Google Search:
“With your permission, you give us more information about
you, about your friends, and we can improve the quality of
our searches….we don’t need you to type at all.
We know who you are
We know where you’ve been
We can more or less know what you’re
- Eric Schmidt, Google
Google Now – Serving You Info
Google asks: What are you
“ It w ill kno w at a sem ant ically d eep le vel
w hat you’re int erest ed in, not just t he
t op ic... [ b ut ] t he sp eciﬁ c q uest ions and
concerns you have.
I envision som e y ears from now t hat
t he m ajorit y of sear ch q ueries w ill b e
answ ered w it ho ut y ou act ually sp eaking . ”
– Ray Kurzw eil
Google asks: “What did you want to know recently?”
Know your Customer
Use their language
Have them test your message
Create search personas and measure against assumptions
Provide online content that is quality and shareable
Build social communities around your brand – especially utilizing
Store and leverage influencer data
Coordinate all messaging including paid to create a “surround sound”
Leverage social and web data to refine personas and outreach