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Google, Machine Learning, Chips, & Digital Strategy

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My Pubcon 2016 Masters kick off talk on the future of search and social and how marketers and organizations can prepare for all of the innovative technological changes coming from Google, Facebook, and Amazon. Human behavior impacts the creation of technology. Companies are trying to solve problems for what we love and hate as users, so if we study human behavior (especially our stakeholder's) we can anticipate change in a sea of content and daily news updates. Google's investment in machine learning, Google's launch of the Pixel Phone and ownership of hardware, the development of Google Assistant and introduction of it across multiple devices, Amazon Echo, Apple's Siri, Facebook Instant Articles, Accelerated Mobile Pages, devaluing intrusive interstitials algorithmically, Facebook Live, Periscope, the iOS 10 update, and so much more are all answers to human desires and needs. Focus on what humans want and don't want and you'll "win" at SEO, content, social, and more. Don't just rely on tools though, because keyword research can't tell you about search intent and personalized, machine learning algorithms. You'll have to study and understand users to get that. Thankfully we can study things like suggestion chips and filter chips to better understand user's wants, context, relevance, and topic modifiers.

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Google, Machine Learning, Chips, & Digital Strategy

  1. 1. Masters Kick Off Rhea Drysdale | Oct. 10th 2016 #Pubcon @Rhea @OutspokenMedia
  2. 2. #Pubcon @Rhea @OutspokenM
  3. 3. #Pubcon @Rhea 3
  4. 4. “People spend more than 50 minutes a day across Facebook's suite of apps.” http://www.businessinsider.com/how-much-time-do-people-spend-on-facebook-per-day-2016-4 #Pubcon @Rhea 5
  5. 5. Buzzfeed averages 200+ pieces of published content per day http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per- day/483845/ #Pubcon @Rhea 6
  6. 6. http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do- newspapers-publish-per-day/483845/ #Pubcon @Rhea 7
  7. 7. “Google now handles more than 2 trillion searches per year.” http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247 #Pubcon @Rhea 8
  8. 8. FLORIDA November 16, 2003 #Pubcon @Rhea 9
  9. 9. UNIVERSAL SEARCH May 2007 #Pubcon @Rhea 10 Before After
  10. 10. CAFFEINE June 8, 2010 #Pubcon @Rhea 11 and
  11. 11. #Pubcon @Rhea 12
  12. 12. PENGUIN April 2012 #Pubcon @Rhea 13 Here are dates of all Penguin releases: - Penguin 1.0 on April 24, 2012 (impacting ~3.1% of queries) - Penguin 1.1 on May 26, 2012 (impacting less than 0.1%) - Penguin 1.2 on October 5, 2012 (impacting ~0.3% of queries) - Penguin 2.0 on May 22, 2013 (impacting 2.3% of queries) - Penguin 2.1 on Oct. 4, 2013 (impacting around 1% of queries) - Penguin 3.0 on October 17, 2014 (impacting around 1% of queries)
  13. 13. PENGUIN 4.0 RELEASED & LIVE IN THE ALGORITHM #Pubcon @Rhea 14
  14. 14. RankBrain October 2015 #Pubcon @Rhea 15 User Experience Matters: - Designed to fill gaps around ambiguous or never seen searches. The user experience with the SERP is then used to test and readjust future probabilities. Content Matters (even more): - Google is moving beyond looking at keywords and what surrounds them to determine relevance for a query. They want the machine to understand the content and the searcher’s intent.
  15. 15. https://backchannel. com/how-google-is- remaking-itself-as- a-machine-learning- first-company- ada63defcb70#.9g9 l9wavu
  16. 16. “7% of employees said they thought their agency was exceeding their client’s expectations for digital work.” - State of Advertising Talent Report from Smith & Beta http://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099
  17. 17. Search has grown beyond tactical manipulation of a rudimentary algorithm into personalized, predictive technology we carry with us to the bathroom.
  18. 18. LEADERSHIP DECISIONS POINTS OF DIFFERENTIATIO N BRAND POSITIONING MARKETING STRATEGY CONTENT STRATEGY INFORMATION ARCHITECTURE Human behavior is the key to: 21
  19. 19. YOU CAN LOOK INTO THE FUTURE! You can understand the future of search by looking at human behavior. #Pubcon @Rhea 22
  20. 20. Applying this to RankBrain #Pubcon @Rhea 23
  21. 21. How big is an eggplant? #Pubcon @Rhea 24
  22. 22. #Pubcon @Rhea 26
  23. 23. Personalization Location Social network Search history
  24. 24. 4 types of search #Pubcon @Rhea 28
  25. 25. Informational #Pubcon @Rhea 29
  26. 26. Navigational #Pubcon @Rhea 30
  27. 27. Transactional #Pubcon @Rhea 31
  28. 28. Answer #Pubcon @Rhea 32
  29. 29. Let’s break this stuff down to simple terms… #Pubcon @Rhea 33
  30. 30. WHAT DO YOU LIKE? #Pubcon @Rhea 34
  31. 31. #Pubcon @Rhea 35
  32. 32. You love to read news on your phone. #Pubcon @Rhea 36
  33. 33. You hate waiting. #Pubcon @Rhea 37
  34. 34. #Pubcon @Rhea 38
  35. 35. #Pubcon @Rhea 39 FACEBOOK INSTANT ARTICLES May 12, 2015 https://instantarticles.fb.com/
  36. 36. AMP October 7, 2015 #Pubcon @Rhea 40
  37. 37. PODIUM Publish on Google https://posts.withgoogle.com/ #Pubcon @Rhea 41
  38. 38. You hate annoying things. #Pubcon @Rhea 42
  39. 39. #Pubcon @Rhea 43
  40. 40. You love getting help & emoji! #Pubcon @Rhea 44
  41. 41. #Pubcon @Rhea 45
  42. 42. #Pubcon @Rhea 46
  43. 43. #Pubcon @Rhea 47
  44. 44. #Pubcon @Rhea 48
  45. 45. Google’s Pixel Phone https://www.cnet.com/ news/google-phone- pixel-xl-price-iphone/
  46. 46. Google Home vs Amazon Echo #Pubcon @Rhea 50
  47. 47. “The idea is that assistant should really be bound to you and not to a device and it should really transcend the hardware and follow you around,” Vlad Sejnoha, chief technology officer of Nuance https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 51
  48. 48. “It handles the discoverability problem by being super-chatty. With any incoming message it suggests replies, links, or actions based on the context of your conversation. Google calls them “suggestion chips.” https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 52
  49. 49. ‘…but the limits of human cognition. Answering even a simple question like, “what are the closest coffee shops to me” becomes a challenging interface problem.’ https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/ #Pubcon @Rhea 53
  50. 50. It’s the year of the chip! #Pubcon @Rhea 54
  51. 51. Chips represent complex entities such as a photo, text, rules, an icon, or a contact. https://material.google.com/comp onents/chips.html#chips-specs #Pubcon @Rhea 55
  52. 52. #Pubcon @Rhea 56
  53. 53. You should be optimizing for “chips,” because chips = human behavior & choice. #Pubcon @Rhea 57
  54. 54. What else did you love in 2016? #Pubcon @Rhea 58
  55. 55. #Pubcon @Rhea 59
  56. 56. #Pubcon @Rhea 60
  57. 57. And then the world went absolutely insane… #Pubcon @Rhea 61
  58. 58. Pokémon Go #Pubcon @Rhea 62
  59. 59. #Pubcon @Rhea 63
  60. 60. https://cloudplatform.googleblog.com/2016/09/bringing-Pokemon-GO-to-life-on-Google- Cloud.html #Pubcon @Rhea 65
  61. 61. “…designed for planetary- scale…” https://techcrunch.com/2016/09/29/googles-cloud-machine-learning-service-is-now-in-public-beta/ #Pubcon @Rhea 66
  62. 62. SEO isn’t dead. It’s turned into digital ethology. Study human behavior and you’ll “win.” #Pubcon @Rhea 67 http://www.slideshare.net/rdrysdale/applying-digital-ethology-to-content-strategy
  63. 63. #Pubcon @Rhea 68
  64. 64. Say hello! t: @Rhea e: rhea@outspokenmedia.com

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