why do we ask? sic 2012 presentation by leigh mcmillan
TRANSCRIPT
There are types of
questions:
What points does Romney
have to make in tonight’s
debate to win?
Do you have a nickname?
Does Justin Beiber look
better with long or short
hair??????
Conversational
• Yahoo answers
• Formspring (show)
• ChaCha
Is a verbal employment
contract enforceable?
What is
Schrodinger’s cat?
Can using gifted mortgage
interest on your taxes
impact an FHA loan?
Informational
• Avvo
• Stackexchange
• Or unknown
Archieve value
Objective Subjective
Public
Personal
Anonymous
Personal
Objective
Anonymous(?)
General
Social Network Site w/Q&A Search
Migration to PERSONAL
50% of
90% of
Content & SEO
• User generated
• Makes search better
• Avvo, Quora, stackoverflow
Conversational
• Yahoo answers
• Formspring (show)
• ChaCha
Sold to for $50MM
• Brand asks question
• User responds
• Friends see it & join in
1
2
3
This person needs an attorney!
= 97%
= 91%
So why does this matter?
• Stanford study about figuring out intent
QUESTIONS
2001 - 2006 2008 - 2011 2010 - 2012
• Deep vs. broad
• Creative models
• Data driven
• Media & multi screen
• Q&A is a powerful tool
• Informational vs. Conversational
• Data, research & personal branding
• Can’t slap it together
• More power w/media, data & focus