google, machine learning, chips, & digital strategy

Masters Kick OffRhea Drysdale | Oct. 10th 2016

#Pubcon @Rhea @OutspokenMedia

#Pubcon @Rhea @OutspokenMedia

#Pubcon @Rhea 3

“People spend more than 50 minutes a day across

Facebook's suite of apps.”

http://www.businessinsider.com/how-much-time-do-people-spend-on-facebook-per-day-2016-4

#Pubcon @Rhea 5

Buzzfeed averages 200+ pieces of published

content per day

http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-day/483845/

#Pubcon @Rhea 6

http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do-newspapers-publish-per-day/483845/

#Pubcon @Rhea 7

“Google now handles more than 2 trillion searches per year.”

http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247 #Pubcon @Rhea 8

FLORIDANovember 16, 2003

#Pubcon @Rhea 9

UNIVERSAL SEARCHMay 2007

#Pubcon @Rhea 10

Before

After

CAFFEINEJune 8, 2010

#Pubcon @Rhea 11

RELEVANCEFRESHNESS

and

#Pubcon @Rhea 12

PENGUINApril 2012

#Pubcon @Rhea 13

Here are dates of all Penguin releases:

- Penguin 1.0 on April 24, 2012 (impacting ~3.1% of queries)

- Penguin 1.1 on May 26, 2012 (impacting less than 0.1%)

- Penguin 1.2 on October 5, 2012 (impacting ~0.3% of queries)

- Penguin 2.0 on May 22, 2013 (impacting 2.3% of queries)

- Penguin 2.1 on Oct. 4, 2013 (impacting around 1% of queries)

- Penguin 3.0 on October 17, 2014 (impacting around 1% of queries)

PENGUIN 4.0 RELEASED & LIVE IN THE ALGORITHM

#Pubcon @Rhea 14

RankBrainOctober 2015

#Pubcon @Rhea 15

User Experience Matters:- Designed to fill gaps around

ambiguous or never seen searches. The user experience with the SERP is then used to test and readjust future probabilities.

Content Matters (even more):- Google is moving beyond looking at

keywords and what surrounds them to determine relevance for a query. They want the machine to understand the content and the searcher’s intent.

https://backchannel.com/how-google-is-remaking-itself-as-a-machine-learning-first-company-ada63defcb70#.9g9l9wavu

“7% of employees said they thought their agency was

exceeding their client’s expectations for digital work.”

- State of Advertising Talent Report from Smith & Betahttp://www.campaignlive.com/article/agency-workers-dont-think-digital-skills-snuff-survey-says/1407099

Search has grown beyond tactical manipulation of a

rudimentary algorithm into personalized,

predictive technology we carry with us to the

bathroom.

21

LEADERSHIP DECISIONS

POINTS OF DIFFERENTIATIO

N

BRAND POSITIONING

MARKETING STRATEGY

CONTENT STRATEGY

INFORMATION ARCHITECTURE

Human behavior is the key to:organizational success

YOU CAN LOOK INTO THE FUTURE!

You can understand the future of search by looking at human

behavior.#Pubcon @Rhea 22

Applying this to RankBrain

#Pubcon @Rhea 23

How big is an eggplant?

#Pubcon @Rhea 24

#Pubcon @Rhea 26

Personalization

Location

Social network

Search history

4 types of search

#Pubcon @Rhea 28

Informational

#Pubcon @Rhea 29

Navigational

#Pubcon @Rhea 30

Transactional

#Pubcon @Rhea 31

Answer

#Pubcon @Rhea 32

Let’s break this stuff down to simple terms…

#Pubcon @Rhea 33

WHAT DO YOU LIKE?

#Pubcon @Rhea 34

#Pubcon @Rhea 35

You love to read news on your phone.

#Pubcon @Rhea 36

You hate waiting.

#Pubcon @Rhea 37

#Pubcon @Rhea 38

#Pubcon @Rhea 39

FACEBOOK INSTANT ARTICLESMay 12, 2015https://instantarticles.fb.com/

AMPOctober 7, 2015

#Pubcon @Rhea 40

PODIUMPublish on Googlehttps://posts.withgoogle.com/

#Pubcon @Rhea 41

You hate annoying things.

#Pubcon @Rhea 42

#Pubcon @Rhea 43

You love getting help & emoji!

#Pubcon @Rhea 44

#Pubcon @Rhea 45

#Pubcon @Rhea 46

#Pubcon @Rhea

47

#Pubcon @Rhea 48

Google’s Pixel Phonehttps://www.cnet.com/news/google-phone-pixel-xl-price-iphone/

#Pubcon @Rhea

Google Home vs

Amazon Echo

50

“The idea is that assistant should really be bound to you

and not to a device and it should really transcend the hardware

and follow you around,”Vlad Sejnoha, chief technology officer of Nuancehttps://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/#Pubcon @Rhea 51

“It handles the discoverability problem by being super-chatty. With any

incoming message it suggests replies, links, or actions based on the context of

your conversation. Google calls them “suggestion chips.”

https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/

#Pubcon @Rhea 52

‘…but the limits of human cognition. Answering even a simple question

like, “what are the closest coffee shops to me” becomes a challenging

interface problem.’

https://www.wired.com/2016/05/googles-new-virtual-assistant-chattier-heres/

#Pubcon @Rhea 53

It’s the year of the chip!

#Pubcon @Rhea 54

Chips represent complex entities such as a photo, text, rules, an icon, or a contact.https://material.google.com/components/chips.html#chips-specs#Pubcon @Rhea 55

#Pubcon @Rhea 56

You should be optimizing for “chips,”

because chips = human behavior &

choice.#Pubcon @Rhea 57

What else did you love in 2016?

#Pubcon @Rhea 58

#Pubcon @Rhea 59

#Pubcon @Rhea 60

And then the world went absolutely insane…

#Pubcon @Rhea 61

Pokémon Go

#Pubcon @Rhea 62

#Pubcon @Rhea 63

https://cloudplatform.googleblog.com/2016/09/bringing-Pokemon-GO-to-life-on-Google-Cloud.html

#Pubcon @Rhea 65

“…designed for planetary-scale…”

https://techcrunch.com/2016/09/29/googles-cloud-machine-learning-service-is-now-in-public-beta/

#Pubcon @Rhea 66

SEO isn’t dead. It’s turned into digital

ethology. Study human behavior and you’ll

“win.”#Pubcon @Rhea 67

http://www.slideshare.net/rdrysdale/applying-digital-ethology-to-content-strategy

#Pubcon @Rhea 68

Say hello!t: @Rheae: rhea@outspokenmedia.com