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Explore the web of things and the future of search as we look into social media, predictivity and where businesses will evolve in the next 10 years.
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The Web of Things
Duane ForresterSenior Product Manager, SearchMicrosoft
Who’s the speaker today?
@duaneforrester
Bing Webmaster ToolsSpeaks at shows, runs forums and blog, provides guidance on new WM toolswww.bing.com/toolbox/webmasters
Does he have a clue?14+ years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester
And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester
what does duane do at bing
Your data, always fully provided.
• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant
Where does Social fit in?
Content Social User Experience Link Building SEO
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How social impacts search
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5
Search: Discovery & Interaction
vertically integrated areas
online services
DEVICES PLATFORMS SERVICES
REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE
web
There are over a trillion pages online, from ~ 700 million sites
We need to crawl them all to see if they’re worth indexing
To crawl a URL costs roughly a penny…a little less, in fact
http://
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keywords
UNDERSTANDING THE WEB
UNDERSTANDING THE USER
apps
geo spatial
social
topical
actions
interests
context
SEARCHthe consumer
gateway to the cloud
Reorganize the Web for Task Completion
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Not just browser, but devices, services and social networks
Not just mouse and keyboard, but also voice, touch, gesture & vision
Creation of new information via social graph and geospatial index
Information Architecture
Interaction Model
Entry Points
Reinventing Search Across 3 Dimensions
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Mobile will continue to influence social
• The ultimate “PC”
• Not just phones
• 9B today
• 25B by 2021
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Search continues to evolve• New devices demand different
search experiences other than links
• The ability for these devices to feed in real time signals help us handle intent better and therefore can provide a more tailored experience
• Its not just mobile phones or tablets and its not just text entry. Anything could be a search – voice, a picture, a gesture, sound – anything. We are building the universal interface for search.
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The Secret to Success
• Build social followers & fans organically
• Wall posts/tweets with links are perceived as more credible and useful
• Get the basics of SEO covered, then focus on content
• Its worth repeating: unique, compelling content still works
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Encourage more Sharing
• So you want more shares for your content, do you? Try these ideas.
• Create lists: people love to consume content in list-form. Its quick, easy and simple.
• Use hooks: ego, humor, anger, contrarian – be careful with them, but when used well, they are highly effective.
• Participate in communities: when you are valued member of a community, the community supports you.
• Share others’ information: people love when what they share gets shared itself. Share from trusted sources.
• Ask questions: your followers will love the interaction and it’ll grow your following as others engage.
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The Digital Universe is Expanding…
2 Billion Facebook updates per day
300 MillionFacebook photos per day
150 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
…and so are our ToolsUsers
Rising Expectations
DevicesConstraints, Opportunities
GEOSPATIAL AND CONTEXT
Different Web, Different SearchBuilding an “intelligent fabric”
people places things
ENTITIES AND ACTIONS NUI
Entities and ActionsBing has 6 billion facts, 28 billion entities
People1.2 Billion Profiles, Connections, Interests
Places 1.1 million US restaurants alone
MoviesOver 800,000 entities
Schema.org and Other Languages
Geospatial Knowledge and Context
Contextual Awareness & “Predictivity”
153 raw Petabytes of storage on 59,820 hard drivesProcess 28,800 DVDs worth of information every day
8.5M km2 of overhead imagery at 8cm
250,000 user-submitted 3D recreations
Natural User Interfaces
Search box outmodedEnhances intent derivation along with Entities and ContextImbue machines with human-like traits for better HCI
Additional HCI Developments
Sensors on everything
Advances in semantic understanding
Deep Neural Networks
The next frontier
Signals from everywhere
The great interconnect
The Babelfish
Core Strategies
Op. Strategies
Tactics
Plan … or #FAIL
Oh, and here’s a streamlining trick for ya!• Moving forward, how to provide
value and grow an asset?• People want relevant information• People have little time to sort & sift• They want a trusted, reliable source• Picked a niche; start the plan
Trusted RSS feeds
new
slett
er
Copy & Paste
AUTOMATED
AU
TO
MATED
MANUAL
Tools to get the work done
• Useful tools• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/
• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)
• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)
• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)
• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/
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6 seconds to start a relationship• Vine – you know it, but are you using
it?• Lowes, Kate Spade, Urban Outfitters,
GE, A&W, Mailchimp and more• Using Vine to share knowledge,
entice engagement, entertain and offer behind the scene glimpses
• 6 second becomes many minutes of engagement
• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine
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Other Cool Tools
• Some competitors of IFTTT: • http://
elastic.io/about.html
• https://zapier.com/#
• Zapier is more user friendly than IFTTT, though IFTTT has better channel choices.
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18 Social Media Management Tools
• Alexa.com• Board Reader• Sysomos • Facebook Insights• Follower Wonk• Google Insights• How Sociable • Ice Rocket trends • Buffer
• Klout
• Peerindex
• Kred
• Mention Map
• Social Mention
• Statigram
• Twitter Counter
• Tweetreach
• Visual.ly
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How to See the Future
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Ford Motor Company?
Polar bear Snow storm
© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
@duaneforrester
