how to prepare for the future of search
DESCRIPTION
Keynote speech by Charlene Li at Search Engine Strategies San Jose August 13, 2009TRANSCRIPT
How To Prepare For The Future Of Search
Charlene LiAltimeter GroupAugust 13, 2009
For slides, send an email [email protected]
How far have we come?
2
2001
Source: blogoscoped.com
Where we are today
3
2009
Microsoft uses semantics to create a “table of contents”
4
What will the future bring?
5
The power of connected people
6
The Groundswell is where social technologies enable people to get what they need from each other
7
8
“United Breaks Guitars” appears #4 on Google for the keyword “united”
Theme
9
People must be at the center of your
search strategy – not keywords
Look at how each search component will be changed by people
10
Relevancy
Advertiserintent
Search engines today can’t make much sense of social sites
11
What does it mean to have
3.7 million fans?
A new type of relevance – engagement
12
Facebook’s new search on posts
13
The real-time Web presents new challenges for search engines
14
What’s the value of:• Retweets• @replies• Short URLs
Understanding user intent
Social networks will be like air
User intent becomes clearer with geographic, time, & social context
16
Search nearby
Search on route
Time of day
Friends nearby
Places with friends’ reviews
Reviews from people I know
Source: RazorfishNote: This is a mock-up, not an actual product
Who has gone on an Earthwatch trip?
18
New ways of targeting marketing
19
Demographic
Geographic
Psychographic
Behavioral
Social-graphic
Media6 identifies who is closest to you – your “network neighbor”
“Lisa” buys on NineWest.comMedia6 maps “network neighbors” based on visits to profile sites via browser cookies (no PII involved)
21
3
NineWest ads are shown to Lisa’s closest friends, without identifying or involving Lisa
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
How Social CRM will work with search
22
Search ads tailored to customers
Engagement results in
organic links
How to prepare
23
#1 Focus on people, not keywords
24
It’s about the relationships
What kind of relationship do you want?
TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
Goals define your strategy
Learn with monitoring tools
28
How Oracle encouraged feedback
The Engagement Pyramid
HP actively encourages sharing
At Southwest, a planner talks
Post received 98 comments over 10 days
In the future, everyone is a marketer
Driving sales with Twitter
Comcast provides support via Twitter
Starbucks innovates across the organization
#2 Get your backend data in order
Single sign-on and identity record
Integrate off-site behavior and data
Know influence of key people
Integrate social into your site
36
Prepare to tap into “chain of intent”
37
#3 Be ready to give up control
38 Photo: Kantor, http://www.flickr.com/photos/kantor
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
Thank You
Charlene LiAltimeter Group
Twitter: @charleneli
For slides, send an email to [email protected]
40 Copyright © 2009 Altimeter Group