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Bing
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Search Engine + Realtime Content: Opportunities and
Pitfalls
Paul YiuGroup Program Manager
Bing Social Search1
The Realtime Web can be quite gossippy
2
Your product or brand could suddenly be at the center of a huge conversation
3
Breaking Story
Big StoryBigger Story
Persistent Story
T-Mobile OutageT-Mobile Outage
Balloon BoyBalloon Boy
Why do search engines care?
• Users expect to know right now• Did I just feel an
earthquake?• What’s going on
with the Giants game?
• Is my cell network down?
• Challenges• Keeping up with the
speed• Make sense of
massive content• Relevance is still
expected
4
There are more people searching than there are people Tweeting, so…
As search engines include realtime content, even the non-Twitter users will see realtime and social content.
5
?50M on
Twitter?
?50M on
Twitter?
But 200M people search
But 200M people search
Forrester’s Social Technographics profile would est. 40% are talkers
As major search engines ramp up on realtime, “gossip” spreads even faster
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~70 seconds
Searchers will see realtime and social content very quickly
On the positive side, people will help make your good content visible
7
“realtime” doesn’t mean relevance doesn’t matter
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Demo
“In short, Bing makes Twitter make sense.”– Time Magazine
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Bing.com/twitter
The good news is that it’s not just stream of consciousness
• Your consumers will be able to search for social content, ranked and filtered by web search relevance techniques
• At the same time, search engines (and you) are fighting spammers that know this is a great way to reach people.
10
To rise above the noise, there is more to do as search gets more
social
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Things you already do
Quality Anchor text
Trust Trust worthy sites linking to your site
Popularity
# of high quality links
Timeliness
Update your site, blogs
New things to consider
People retweeting what you said; sharing good links
Trust-worthy people sharing your links or tweets
# of people retweeting what you said in the last minute, hour, day
Be prepared to turn on a dime
Plus…
Social Technographics Groups Consumers By Activity In The Participation Ladder
April 2007, Trends “Social Technographics®”
Discussion
13