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FUTURE OF SEARCH *SOCIAL SEARCH*
What is Social Search? <ul><li>Using your social connections and signals from social sites to determine relevance instead ...
Are Users Searching on Social Sites? <ul><li>Searching is not a top activity on social sites  </li></ul><ul><li>“ Lazy Web...
Google’s Take - Social Circle <ul><li>Integrates content from your connections </li></ul><ul><li>Cons: It only works for u...
Social Signals & Search Results <ul><li>Ex. Real Time Search (Scott F) </li></ul><ul><li>Search will have to further adapt...
Harnessing the “Lazy Web” <ul><li>“ Lazy Web” = broadcasting a question on Twitter or Facebook or LinkedIn etc (“outsourci...
Get on Board with Social <ul><li>There are obvious reasons for SEMs to get on board with Social </li></ul><ul><li>Social &...
<ul><li>Privacy? </li></ul><ul><li>Good question </li></ul><ul><li>Discuss amongst yourselves </li></ul>
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The Future of Search Panelist - Ben Lloyd

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The Future of Search

This session, presented by a panel of Search and Social media experts from SEMpdx, will discuss what you need to know as a user of search engines and as a marketer on search engines. Topics covered will include: personalization of search results, mobile and local search, real time search, social search, and the shift in ranking algorithms.

* Moderator: Lisa Williams, President, Media Forte Marketing
* Anne Kennedy, Partner, Beyond Ink
* Scott Fish, Director of SEO, EngineWorks
* Hallie Janssen, VP, Anvil Media, Inc.
* Ben Lloyd, President, Amplify Interactive

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The Future of Search Panelist - Ben Lloyd

  1. 1. FUTURE OF SEARCH *SOCIAL SEARCH*
  2. 2. What is Social Search? <ul><li>Using your social connections and signals from social sites to determine relevance instead of text & links </li></ul>How is search evolving as a result?
  3. 3. Are Users Searching on Social Sites? <ul><li>Searching is not a top activity on social sites </li></ul><ul><li>“ Lazy Web” > Users ask for ideas & recommendations </li></ul><ul><ul><li>Join the conversation </li></ul></ul><ul><ul><li>Become part of the network </li></ul></ul><ul><ul><li>Have a good reputation </li></ul></ul><ul><li>Users fan/follow brands </li></ul><ul><ul><li>Be findable </li></ul></ul><ul><li>Users give opinions on brands </li></ul><ul><ul><li>Monitor and engage </li></ul></ul><ul><li>Users attend offline events / meet ups to connect over similar interests </li></ul><ul><ul><li>Connect & win fans offline (engage/sponsor/support/organize) </li></ul></ul>
  4. 4. Google’s Take - Social Circle <ul><li>Integrates content from your connections </li></ul><ul><li>Cons: It only works for us nerds - I never see anything from my friends, only my “friends”. </li></ul><ul><ul><li>Demands participation, full profile </li></ul></ul><ul><ul><li>Requires adoption of Google’s confounding account system </li></ul></ul><ul><li>Impact: You’ve gotta be connected </li></ul>
  5. 5. Social Signals & Search Results <ul><li>Ex. Real Time Search (Scott F) </li></ul><ul><li>Search will have to further adapt to social signals like they did links </li></ul><ul><ul><li>Mentions & thumbs are more like “citations” </li></ul></ul><ul><ul><li>Google’s nightmare = Facebook likes will replace links </li></ul></ul><ul><ul><ul><li>Guess what? Facebook recently announced the Open Graph API which allows you to put a like button on any page/site </li></ul></ul></ul><ul><ul><ul><li>Impact: Be “likeable” </li></ul></ul></ul>
  6. 6. Harnessing the “Lazy Web” <ul><li>“ Lazy Web” = broadcasting a question on Twitter or Facebook or LinkedIn etc (“outsourcing” to your network) </li></ul><ul><ul><li>Aardvark - facilitates the process. Expect Google to try and incorporate this feature/capability </li></ul></ul><ul><li>Works for some types of queries and supports others (short-listing products etc) </li></ul><ul><ul><li>Effectiveness depends on “who’s on” </li></ul></ul><ul><ul><li>Supports, augments & shortens searching, doesn’t replace it </li></ul></ul><ul><ul><li>Impact: listen, participate, be findable, have a good rep </li></ul></ul>Google Acquires Aardvark -Feb 2010
  7. 7. Get on Board with Social <ul><li>There are obvious reasons for SEMs to get on board with Social </li></ul><ul><li>Social & SEO are symbiotic </li></ul><ul><ul><li>Social is the new link development </li></ul></ul><ul><ul><ul><li>Be an authority, be cited, be linked, be part of the conversation </li></ul></ul></ul><ul><ul><li>Both require content </li></ul></ul><ul><ul><ul><li>Real time search: tap into the stream & create timeline content </li></ul></ul></ul><ul><li>Social & Paid work together </li></ul><ul><li>Social monitoring = take advantage of the ‘Lazy Web’ </li></ul><ul><li>PR & SEO will continue to evolve, overlap & support each other </li></ul><ul><ul><li>SEOs need to continue to become better marketers/publicists </li></ul></ul><ul><ul><li>PR folks need to work to better understand the fundamentals of SEO </li></ul></ul><ul><ul><li>“ Traditional” marketers & SEM’s will fight for Social turf </li></ul></ul><ul><ul><ul><li>Understand your role and how to add value </li></ul></ul></ul>
  8. 8. <ul><li>Privacy? </li></ul><ul><li>Good question </li></ul><ul><li>Discuss amongst yourselves </li></ul>

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