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Smx March 2010 Bing Realtime Social


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Sean Suchter's presentation on Bing Realtime Search at SMX West 2010

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Smx March 2010 Bing Realtime Social

  1. 1. Bing Social Search<br />Sean Suchter<br />General Manager<br />Search Technology Center Silicon Valley<br />
  2. 2. Why do search engines care?<br />Users expect to know right now<br />Did I just feel an earthquake?<br />What’s going on with the Giants game?<br />Is my cell network down?<br />Challenges<br />Keeping up with the speed<br />Make sense of massive content<br />Relevance is still expected<br />2<br />
  3. 3. Twitter (+ social media) content<br />Timely (but not always accurate!)<br />Opinionated – feelings, reactions, impressions<br />Brief<br />Context is often essential to determine meaning<br />Who said it, where, to whom <br />References - @user, #hashtag, RT, favorites, follows<br />Content creation follows attention<br />Self-organized communities of attention<br />If there’s no content, you can ask for some<br />Observable propagation of information<br />
  4. 4. Use Case: Breaking Local News<br />Power outage 8am on February 17, 2010 in Palo Alto <br />Out for everyone or just me?<br />No media or online news<br />No web search results (B, G, Y)<br />Fast awareness through local social network<br />Useful public social search results in minutes<br />Meta-Data<br />Url referrals<br />Retweet counts<br />Primary data<br />Images<br />Tweet/Blog content<br />Low Latency<br />Within minutes<br />Voice of the People<br />Non-official content<br />
  5. 5. Publication Platforms<br />Web<br />Public<br />Answers<br />Twitter<br />Facebook<br />Access<br />Community<br />Email<br />Private<br />Public<br />Community<br />Private<br />Publication<br />
  6. 6. To rise above the noise, there is more to do as search gets more social<br />Plus…<br />6<br />
  7. 7. Topic / sentiment range, volume, trend analysis<br />What is the baseline rate of mentions / sentiment per unit time?<br />Look for changes in attention flow around a subject, location, topic<br />Watch for correlated signals from multiple sources<br />Consider source relevance and authority as well<br />
  8. 8. Graph analysis for relevance and ranking<br />Spam marketing campaign<br />(teeth whitening)<br />Naturally connected community (#smx)<br />Real time relevance needs data mining to filter and rank based on history<br />Spammy communities can be highly visible<br />Social graph, topic/concept graph, and behavior/gesture graphs are all useful tools <br />
  9. 9. at a glance<br />Top Tweets<br />Top Shared Links<br />Top Tweets/<br />Sentiment per link<br />Adult / Spam filter; Tweets/Links ranking & relevance <br />
  10. 10. Thank you<br />