ses sf 2010 - real-time search - rob garner - icrossing

REAL-TIME SEARCH

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What‟s the big deal about real-time?

• To be successful, real-time needs these two unique

aspects1) It must have a crawler-based algorithm

2) It must have a human-driven social layer

• Just like image search, local search, news search,

etc., real-time search is an important segment of

web search

• Trust and authority are paramount to its success

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There is more to real-time than just Tweets

Consider the following elements of “in-the-moment”

content:

• Forums

• Blog posts

• Comments on blogs

• Webpages

• Feeds

• Microformatted data

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Real-Time Search Is Much Bigger Than Just Twitter , Search Insider

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=113613

The new „R‟ word in search: Recency

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Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=114558

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Examples of Search Recency

Ex. Search for current information, last 30

days – “hotel coupon”

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Search for “hotel coupon”: Each result yielded a current and valid coupon

Ex. Search over the last few days

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“SXSW” “SESSF”

Social relevancy:

It‟s just common-sense SEO

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Social Relevancy: How engines are looking at Twitter

Consider the parallel aspects of websites, and Twitter accounts

• Domain authority : username authority

• Duplicate content : retweeted content

• Blogging freshness : content freshness : microblogging freshness

• Links : number of followers

• Quality of links : Quality of followers

• Inbound links vs. outbound links : ratio of followers in contrast to the

number of people followed

• Linking to bad : good neighborhoods

• Themes of Twitter users

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What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=109358

A Big Week For Real-Time And Social Search, Search Insider

http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116320

Should SEO‟s be concerned about ranking in this little box?

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Engagement

Engage one bird and you might attract the whole flock

• Engaging users in search via content translates to spreading of

content

• Engaging users in networks allows content to spread like wildfire,

which picks up positive search effects along the way

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Copyright iCrossing - Proprietary

and Confidential

MARKETING IN THE

NOW

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August 19, 2010

Rob Garner

SES – San Francisco

Consider this: Much of what we do

“right now” shapes who and what we

are for the long-term

The web is evolving into a real-time,

networked, and synaptic environment

One that is acting more like a

digital organism, rather than a

set of connected nodes

Yet many marketers and brands are still

resigned to a passive, rather than

active and agile approach to marketing

While they may be connected, they are

not fully alive and present

The current state of this evolution is not so

much about “social networks”…

…as it is about hitting a tipping point with

a society that is networked

…exclusion from the network is tantamount to

digital non-existence

“People” aren't just “searching”…

…real people with complex intentions and

problems are searching and finding

something

right now

…through active and passive publishing,

there is a profoundly meaningful

opportunity to connect

Published content is disseminated

instantaneouslyThe fundamental principles of search and network

marketing apply

Networks/Social

Externally & socially owned network

presence

Search

Proprietary web site(s) or apps

Traditional

(Earned & paid media)

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In this landscape, your

marketing efforts are only as

good as what you are doing

“right now”

MARKETING IN THE NOW

AND CONNECTEDNESS

A few simple truths about the new nature of

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Brands and marketers must now be

publishers“Publishing” is words, thoughts, status, images,

feeds, video, applications, conversation, and more

A brand‟s identity must embody the

spirit of its audience

As a brand, you are what is

published about you

That means both, “what you say about yourself,”

and “what other people say about you.”

Market research will help you

better know your audience

It is a marketer‟s obligation to

listen and act on the data that is

provided and available

Brands and marketers must

engage with their audience and

networks

Your organization and audience

are your primary networks

This is more than just search, social, or internet strategy.

Being present and “in the moment” is

about marketing strategy

THANK YOU

Rob GarnerSr. Strategy Director

iCrossing.com

Rob.Garner@icrossing.com

@robgarner

214.676.2089

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