For Young Glory challenge - February edition: Motivate individuals to use Bing. Here's the brief: http://youngglory.com/tom-markham

1. Google This.

2. Our search habits are just that. habits
Googling isn’t a choice either.
It’s just a very strong habit.

3. search habits
2. search
1. process
desire
information
triggered
4. find 3. enact
desired search
results behavior
5. affirm
search
behavior

4. habit cycle
• Environmental trigger
– Processing information cues our intent to search
• Behavioral action
– Enact our personal search behavior
• Some people go to Google, some have a toolbar, some open
a new tab and type into URL bar
• Most of us never actively think about this
• Affirmation
– Our search behavior is validated when we find the
information we were looking for

5. so what?
• If how we search is a habit, in order to have
someone try Bing, we need to change their
search habit cycle
• How do you break habits?
– Find a disruption point and change a person’s
behavioral response (their search behavior) to an
environmental cue (their search trigger)

6. the real challenge
• How do we break a habit and encourage
someone to use Bing?
→Reprogram the habit
→Repackage our product

7. where’s the disruption point?
after we want
to search, but
2. search before we
1. process actually do
desire
information
triggered
4. find 3. enact
desired search
results behavior
5. affirm
search
behavior

8. Bing Box
• How is our search
desire triggered?
• Typically, it’s from the
content we consume
– Reading a story about
Naomi Watts on Perez
might trigger a desire to
look at all 2013 Oscar
Fashion

9. Bing Box
• What if we had a search
box that scanned what
we were reading, and
predicted what kinds of
things we’d want to
search?
– Reading about a senator
scandal may prompt
someone to look up
Canadian senate reform

10. how it works
• Content providers run the Bing Box like a rich
media Big Box ad unit.
• Scanning words for contextual cues along with
predictive search algorithms allows Bing Box
to generate the most probable search queries
a user might want to make

11. why it works
• Priming studies show that if we have a
question in mind, our attention will be drawn
to where the question is
• Before we even think to use our default search
behavior, we have an easier, seamless process
to find what we’re looking for

12. changing behavior
• Showcase Bing as a useful aid
….not just a useless ad
• Our search affirmation process now shows
Bing as successfully providing us with the
information we want.

13. modified habit cycle
2. search 3. see Bing
1. process desire Box with
information triggered search
query
5. find 4. use Bing
desired Box to search
results
6. affirm
search
behavior

14. thanks for watching!
nigel bagley
vinay kumar mysore
hannah pavalow