Here is the deck we presented at SXSW called "Bing: Behind the Scenes of Microsoft's Decision Engine"

2. Super impressed with Bing –
MSFT took search from a 2
to an 8 „overnight‟.
From the Twitter Feeds
“[Google‟s] efforts feel
minimal compared with
Bing. I really enjoyed
using it…”
Walt Mossberg
I‟ve been fighting my Google
Habit and comparing Bing to
Google. Sometimes Bing gets
beat, but sometimes Google
does, too.
Danny Sullivan

3. Imprecise Results Refinements Lengthy Tasks

4. »
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5. An emotional connection to the brand drives
more engaged product usage.

6. Word Of Mouth/
Relationship
Marketing
Talking to friends/family/co-workers
40%
Blogs
Social Community Sites
Social Media Video-Sharing Sites
E-mail from the company
Emotional
Channels Proximity to Brand
Traditional
drive 4x Advertising
28%
TV
product use. Online
Print
Out of Home
Radio
Cinema
Emotional
Proximity to Brand
Did not sense Brand
through traditional 7%
advertising or World of
Mouth/RM
Emotional
Proximity to Brand

8. Grow organically and via direct engagement.
Our aim was to build a fanbase that will be engaged not only in the published content
and conversation, but also give us more of an opportunity to listen.
The FarmVille audience reaches many of our key target audiences including moms.
We figured out how to fund the opportunity on a cost-per-engagement basis.

21. Not a gang sign.
Personality Rules

24. www.behindbing.com

26. http://www.youtube.com/bing#p/u/75/Fnb_tMRlHwQ

27. Branded Entertainment
TV w/ specific tags
• TV, Online
• Spots
SEM
Print
• Integration via pages
Online Advertising
• integration, display Partnership
• CPG, Tech, Social
Guerilla
• Value focus
Social Media Advocacy
Radio
• DJ Reads
• Testimonials PR
Mobile
Influencers
• Bing App
Email
Events
OOH
• Decision points

30. Embargoes
Social Media Fail

35. “The difference between an audience and a
community is which direction the chairs are
pointing” -- Chris Brogan