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Social Web Impact on Web Search

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The Social Web is changing web search and the search engine business. This change poses challenges and brings opportunities. The challenges are the theme for other presentations, I will present the changes and the opportunities they bring.

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Social Web Impact on Web Search

  1. How the Social Web Will Impact on Web Search <ul><li>Susanne Koch, Oslo, Norway </li></ul><ul><li>IPTS Workshop: </li></ul><ul><li>Socio-Economic Challenges of Search </li></ul><ul><li>Seville Sept 29-30 2008 </li></ul><ul><li>www.pandia.com </li></ul>
  2. How the Social Web Will Impact on Web Search <ul><li>The Social Web is changing web search and the search engine business </li></ul><ul><li>This change poses challenges and brings opportunities </li></ul><ul><li>The challenges are the theme for other presentations, I will present the changes and the opportunities they bring </li></ul>
  3. User-generated content will influence existing search products <ul><li>Delivering large amounts of user-generated content (of both good and not so good quality) </li></ul><ul><li>Use of data from Social Web services like bookmarking in identifying and ranking search results </li></ul><ul><li>The steady stream of tagged or user-generated content can be used for trend analysis </li></ul>
  4. Content from the Social Web facilitates online advertising <ul><li>Contextual ads are the bread and butter of the search engine business </li></ul><ul><li>User-generated content provides space for ads </li></ul><ul><li>Folksonomies tag and organize user-generated content and thus provide clues for contextual advertising </li></ul>
  5. New technologies change the Social Web and search (1) <ul><ul><li>Mobile technologies </li></ul></ul><ul><ul><ul><li>Growing user base (globally) </li></ul></ul></ul><ul><ul><ul><li>Increased use by existing users (e.g. iPhone) </li></ul></ul></ul><ul><ul><ul><li>New capabilities like GPS, geo-tagging and mobile marketing </li></ul></ul></ul>
  6. New technologies change the Social Web and search (2) <ul><li>Face and object recognition in image and video search (e.g. Flickr and YouTube) </li></ul><ul><li>Spoken word recognition in audio search (podcast search, GAudi) </li></ul>
  7. New technologies change the way we surf the Web <ul><li>Advanced visual presentation, possible due to standardisation, APIs, broad band and high processing power, will inspire further product innovation and make the social Web easier to use </li></ul><ul><li>Microformats are tearing down the silos between applications </li></ul>
  8. Social Web and personalized search <ul><li>Search results influenced by your RSS subscriptions, your bookmarks and more </li></ul><ul><li>Cloud computing strengthens this trend </li></ul>
  9. Solutions, industry <ul><li>To conquer the global market, relevant language and culture skills must be developed </li></ul><ul><ul><li>European languages can win local markets, English is the key to global success </li></ul></ul><ul><ul><li>Including arts, humanities and social sciences in technology development </li></ul></ul><ul><ul><li>Standards for interoperability between networks (EU initiative?) </li></ul></ul><ul><li>VC funding for startups and spinoffs </li></ul>
  10. Solutions, policy level <ul><li>Innovation policy measures (CIP) </li></ul><ul><li>Development of relevant ICT clusters </li></ul><ul><li>Strengthen cultural diversity </li></ul><ul><li>Focus on data security and consumer privacy to engender trust in the public </li></ul><ul><li>Revision of the definition of fair use of copyrighted material </li></ul>
  11. R&D (Framework Program) <ul><li>Market pull initiaties (especially new services in the area where Web 2.0 and search overlaps) </li></ul><ul><li>Technology push initiatives (developing a knowledge base for future industry initiatives, Theseus, research based education) </li></ul>
  12. Thank you for your attention! Susanne Koch, Pandia.com, [email_address]

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