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The Evolution of “Social” Search
from contextualizing queries … to socializing them

Nitya Narasimhan (@nitya)
NYC Semanti...
Social + Search – A broad perspective


          Ask a                                                         Contextual...
Social + Search – A broad perspective


          Ask a                                                          Contextua...
Social + Search – Interdependent utility


                                                      Social graph as “trust” m...
Evolution of the ‘Contextualized’ Query

             Social-as-Filter (trust)
            Social-as-Sensor (time)

      ...
Google Social Search (beta) – Social As Filter




              Provides social context to web search results
           ...
Increased awareness to social graph and information




                                              Requires user
      ...
Google ‘Real-Time’ Search – Social As Sensor




         Provides temporal context to web search results
Google Buzz – Explicit (vs. contextual) search of data




        http://blog.mygazines.com/2010/02/10/google-buzz-how-di...
Challenges for Contextualized Social Search



• Federated User Identity – who owns it?

• Data Privacy
   – Exposing data...
“Socializing” the Query

             Social-as-router

     Exemplifies ‘active’ social search
(generates new data in res...
Evolution of a Socialized Query – it’s all in the interface


                                                            ...
Yahoo Answers: The established Q&A Destination




                                            http://answers.yahoo.com
Mahalo Answers: New ways to incentivize participants




                                             http://www.mahalo.com
Hunch – From recommendations to ‘taste-graphs’




                                            http://www.hunch.com
ChaCha/KGB – Distributing the query. Paid Experts.




                 Decentralized interfaces (IM, SMS, Email, Twitter)...
ChaCha.me – evolving to collective intelligence




                                                  http://chacha.me
Vark – The “Social Search” Engine (acquired by Google)




      True crowd-sourcing of query (with intelligent selection)...
Challenges in Socialized Queries



• Query Formulation – “How” to frame the question?
• Query Routing – “Whom” to ask?
• ...
The Domain Difference



• Niche Q&A forums or interfaces that bring in domain
  context or semantic knowledge to improve ...
Recommended Reading ..



•   Search in Social Media Workshops (SSM)
•   Community Question-Answering (Eugene Agichtein)
•...
The TV Answers System
       Social Search for Rich Media Queries
          N. Narasimhan, J. Wodka, V. Vasudevan



“TV A...
TV Answers – Bring ‘explicit’ social search to TV

• Focus on user-generated queries around viewed content
• Real-world ex...
What’s the challenge in ‘inline’ TV Search?

                                  How to ask the question?

                 ...
The “TV Answers” System

                           How to ask the question?

                           ‘Freeze-Frame’ in...
Simplified Architecture and Interaction Flow

                      Client (STB)                             Proxy (Edge) ...
V1 Prototype – OCAP Client Screenshots
   Query Generation




                           Freeze & Focus – capture query c...
Questions?

    For more information:
    nitya@motorola.com
http://www.twitter.com/nitya
Twitter @Anywhere (decentralized integration)
Mechanical Turk: crowd-source the task (not the query)
Social Retail Domain: The Best Buy Case Study
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ChaCha/KGB – Distributing the query. The Evolution of Social Search

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ChaCha/KGB – Distributing the query. Paid Experts.




Decentralized interfaces (IM, SMS, Email, Twitter)
http://kgb.com http://chacha.com

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