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![Google asks: What are you
thinking now?
“ 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?”
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Why understanding your customer is key to getting through the personalization filter final
- The document discusses how online personalization through services like Google, Bing, Facebook and Twitter is increasingly tailored for each individual user based on search history, connections, location and other personal data. - It provides tips for breaking through this personalization filter to reach target audiences, such as creating detailed personas, developing relevant content, optimizing for sharing and recommendation, and measuring effectiveness. - The level of personalization is predicted to increase further, with search engines able to predict questions and answer without queries as they gain more information about individual users over time.
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Why understanding your customer is key to getting through the personalization filter final
- 1. BREAK THROUGH THE PERSONALIZATION FILTER KatherineWatier Ong @kwatier 02.13.13 | Room 31B | 9:00 AM-9:45 AM
- 2. 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 search experience • Thoughts for how to measure if you have reached your target online audience • Where online personalization is headed
- 3. The Most ImportantTransition From keyword based results Entities and connections based results Cartoon on left by Peter Steiner © 2012
- 4.
- 5. Search Engines –1994-2007 1994 THESIS SHARING. • Search engines needed links to find and crawl your site. • Labeling mattered 1996 GOOGLE! • Introduction of PageRank • Some links mattered more than others 2002-2006 GOOGLE INTRODUCED VERTICALS 2007 GOOGLE COMBINED THEM WITH UNIVERSAL SEARCH
- 6. Search Results –2008-Today 2008 SEARCH RESULTS BECOME PERSONALIZED • Behavioral intent • Universal search • Geographic location • Previous search history 2009 GOOGLE ANNOUNCES THAT IT MAKES CHANGES DAILY, ADDS REAL TIME SOCIAL RESULTS BING! 2010 GOOGLE ADDS MOBILE SEARCH 2011 BING-FACEBOOK LIKE INTEGRATION • Begins to associate the recordings of the words that you ask for with your Google account. GOOGLE+ - GOOGLE’S IDENTITY NETWORK http://pleated-jeans.com/wp-content/uploads/2012/03/259924-your-ecards-someecardscom.jpeg
- 7. Google Search –2012 Knowledge Graph Images from Google+ Paid Ads My brother Geo Local results All personalized to me. Direct answers are now displayed in search.
- 8. Google – Poweredby Your Google Data
- 9. Google’s Personalization Signals Didyou know? 40 There are personalization factors? Full list here: http://bit.ly/VxOnkM
- 10. 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
- 11. Bing – Poweredby Your Microsoft Data 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
- 12. Personalization on Facebook 2004 FACEBOOKIS CREATED 2006 FACEBOOK NEWS FEED IS CREATED 2010 EDGERANK ANNOUNCED • like button released along with instant personalization on other sites • partners may only use your public information experience 2012 EDGERANK ADJUSTS RANKING BASED ON BRAND AFFINITY AND NEGATIVE FEEDBACK RECEIVED 2013 FACEBOOK ADDS GRAPH SEARCH http://static.someecards.com/someecards/usercards/MjAxMy02YjFjNWQ0NWYxOWMxMmI1.png
- 13. Personalization on Twitter 2006 TWITTERIS LAUNCHED 2012 ROLLED OUT NEW VERSION OF THE DISCOVER TAB -- EVEN MORE PERSONALIZED FOR YOU. Includes: • Your connections, how strong they are • Signals from accounts you follow • Who they follow • Location • Language preference • Gender http://engineering.twitter.com/2011/05/engineering-behind-twitters-new-search.html
- 14. LET’S TAKE ALOOK AT: PERSONALIZED SEARCH RANKINGS YOU CAN USE GOOGLE FOR MEDIA MONITORING?
- 15. Chocolate Screenshots Female, 58,Rockville, MD – anonymous Female, 58, Rockville, MD – anonymous
- 16. Chocolate Screenshots Female, 24,Washington, DC, Ketchum employee
- 17. Chocolate Screenshots Male, 34,Bangladesh – not logged in Male, 34, Bangladesh – logged in
- 18.
- 19. Removing Search Personalization Thinkabout your underlying assumption…. When you non-personalized the search results, are you going to see what your target audience sees?
- 20. CREATING A PLAN TOCUT THROUGH THE ONLINE FILTER
- 21. Step 1: Create Personasfor your Target Audience • Demographics (male/female, marital status, age range, income) • Job level (if B2B) • Pain points • Objections to attitude change • Routine for a typical day • Level of sophistication with technology • Online information sources/social networks • Keyword terms • Mobile use
- 22. Ketchum Example PERSONAS FORHEALTHIT.GOV
- 23. Understanding the ProviderAudience Provide Answers to Business and Emotive Triggers • Understand triggers • • • Eager to try Sees competitive advantage Tailor Content – – – Best practices to achieve Meaningful Use Higher-end applications How to tell patients about the transition to health IT • Understand triggers • • • Needs peer reinforcement Concerned about workflow Tailor Content – – – – • How to register What an REC is How to find your REC What to ask your vendor about privacy and security Understand triggers • • • Risk averse Concerned about penalties Tailor Content – – – – Benefits of EHRs Implications of not adopting Transition deadlines and milestones How to register
- 24. Conversion Through Conversation SpeakDirectly to The Provider’s Situation
- 25. Integrated Communications Touchpoints SanFrancisco Provider in Planning Stage Profile: Dr. Steven Chen, 39 80% chance Uses Mobile Device At Work
- 26. Step 2: Create contentfor your target audience • Create content that is focused on their: • Needs • Desires • Emotional Motivators • Burning Questions • Formatted in a way that drives sharing
- 27. Step 3: Be recommendedfor your target • Use all of the social media buttons on your site • Google+! • 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 audience • Create and promote high quality content regularly that matches your audiences’ need.
- 28. HealthIT.gov – SurroundSound http://www.touchgraph.com/seo/launch?q=health%20it
- 29. Step 4: Surround themCRM driven social media outreach Tip: •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.
- 30. Step 5: Intercept themduring a prime moment 76% of online adults in the US have clicked on links to related stories
- 31. Step 6: Measure tosee 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 and products? • Overall increased social media & target referral traffic per month? • Searching focus group studies
- 32. Let’s Test Whatyour Audience Sees Hypothesis: • Hertz’s On Demand service is not appearing in Google when their target demographic searches for car sharing services Target demographic: •Mobile using •Ages 21-35 •college educated •Doesn’t own a car •lives in NYC and DC (where they have launched their services). Scenario: •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 few hours?
- 33. User’s Instructions 1. Pleaseenter “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 select? 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?
- 34. Results of ThoseTests https://www.usertesting.com/highlight_reels/kmHzjVj71UJP4CfyxpTE
- 35. WHERE ARE WEHEADED? THE FUTURE OF PERSONALIZATION
- 36. The Future ofGoogle 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 thinking.” - Eric Schmidt, Google
- 37. Google Now –Serving You Info without Searching
- 38. Google asks: Whatare you thinking now? “ 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?” http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg
- 39. Parting Thoughts…. Know yourCustomer • 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 Google+ • 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
- 40.
Editor's Notes
- #7 http://pleated-jeans.com/wp-content/uploads/2012/03/259924-your-ecards-someecardscom.jpeg
- #9 And voice search data….
- #11 “for instance” example here - low sodium diet Pulls from Twitter, Foursquare, Quora, LinkedIn, Google Plus and Blogger
- #12 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
- #13 Public information includes your name, profile picture, gender, networks, and other information you've made public.
- #14 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.
- #20 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.
- #24 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.
- #25 We will tailor materials and leverage resources according to where providers are in the adoption decision process.
- #26 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.
- #28 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.
- #29 http://www.touchgraph.com/seo/launch?q=health%20it
- #31 according to a report by nRelate. Those adults were asked if they had clicked on a related link story in the past 3 months
- #38 Now rolling out in Google Chrome
- #39 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
- #40 http://www.bing.com/community/site_blogs/b/webmaster/archive/2013/01/11/how-to-think-like-your-customer.aspx