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How To Prepare For The Future Of Search

Keynote speech by Charlene Li at Search Engine Strategies San Jose August 13, 2009

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How To Prepare For The Future Of Search

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  1. How To Prepare For The Future Of Search Charlene Li Altimeter Group August 13, 2009 For slides, send an email to slides@altimetergroup.com

  2. How far have we come? 2001 2 Source: blogoscoped.com

  3. Where we are today 2009 3

  4. Microsoft uses semantics to create a “table of contents” 4

  5. What will the future bring? 5

  6. The power of connected people The Groundswell is where social technologies enable people to get what they need from each other 6

  7. 7

  8. “United Breaks Guitars” appears #4 on Google for the keyword “united” 8

  9. Theme People must be at the center of your search strategy – not keywords 9

  10. Look at how each search component will be changed by people Relevancy Advertiser intent 10

  11. Search engines today can’t make much sense of social sites What does it mean to have 3.7 million fans? 11

  12. A new type of relevance – engagement 12

  13. Facebook’s new search on posts 13

  14. The real-time Web presents new challenges for search engines What’s the value of: • Retweets • @replies • Short URLs 14

  15. Understanding user intent Social networks will be like air

  16. User intent becomes clearer with geographic, time, & social context Search nearby Search on route Time of day Places with friends’ reviews Friends nearby 16

  17. Reviews from people I know Note: This is a mock-up, not an actual product Source: Razorfish

  18. 18 Who has gone on an Earthwatch trip?

  19. New ways of targeting marketing Demographic Geographic Psychographic Behavioral Social-graphic 19

  20. Media6 identifies who is closest to you – your “network neighbor” 2 1 “Lisa” buys on NineWest.com Media6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved) 3 NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa

  21. The rise of the personal CPC/CPM Augment CPC/CPM with social data like: - Influence - Number of friends - Influence among friends - Number of influential friends

  22. How Social CRM will work with search Engagement results in organic links Search ads tailored to customers 22

  23. How to prepare 23

  24. #1 Focus on people, not keywords It’s about the relationships 24

  25. Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

  26. Goals define your strategy

  27. Learn with monitoring tools

  28. How Oracle encouraged feedback 28

  29. The Engagement Pyramid

  30. HP actively encourages sharing

  31. At Southwest, a planner talks Post received 98 comments over 10 days In the future, everyone is a marketer

  32. Driving sales with Twitter

  33. Comcast provides support via Twitter

  34. Starbucks innovates across the organization

  35. #2 Get your backend data in order Single sign-on and identity record Integrate off-site behavior and data Know influence of key people

  36. Integrate social into your site 36

  37. Prepare to tap into “chain of intent” 37

  38. #3 Be ready to give up control 38 Photo: Kantor, http://www.flickr.com/photos/kantor

  39. Summary • Social networks will be like air. • People must be at the center of your search strategy – not keywords. • Deepen relationships with social technologies. • Be ready to give up control – you have no choice. 39

  40. Thank You Charlene Li Altimeter Group charlene@altimetergroup.com blog.altimetergroup.com Twitter: @charleneli For slides, send an email to slides@altimetergroup.com 40 Copyright © 2009 Altimeter Group

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