Bing @ SXSW

Embed Size (px)


Here is the deck we presented at SXSW called "Bing: Behind the Scenes of Microsoft's Decision Engine"

Citation preview

Page 1: Bing @ SXSW
Page 2: Bing @ SXSW

“[Google‟s] efforts feel minimal compared with Bing. I really enjoyed using it…”

Walt Mossberg

I‟ve been fighting my Google Habit and comparing Bing to Google. Sometimes Bing gets beat, but sometimes Google does, too.

Danny Sullivan

Super impressed with Bing – MSFT took search from a 2 to an 8 „overnight‟.

From the Twitter Feeds

Page 3: Bing @ SXSW

Imprecise Results Refinements Lengthy Tasks

Page 4: Bing @ SXSW







Page 5: Bing @ SXSW

An emotional connection to the brand drives more engaged product usage.

Page 6: Bing @ SXSW

Traditional Advertising

TV Online Print Out of Home Radio Cinema

Word Of Mouth/ Relationship Marketing

Talking to friends/family/co-workers Blogs Social Community Sites Video-Sharing Sites E-mail from the company



Emotional Proximity to Brand

Did not sense Brand through traditional

advertising or World of Mouth/RM


Emotional Proximity to Brand

Emotional Proximity to Brand

Social Media Channels drive 4x product use.

Page 7: Bing @ SXSW
Page 8: Bing @ SXSW

Grow organically and via direct engagement. Our aim was to build a fanbase that will be engaged not only in the published content and conversation, but also give us more of an opportunity to listen. The FarmVille audience reaches many of our key target audiences including moms. We figured out how to fund the opportunity on a cost-per-engagement basis.

Page 9: Bing @ SXSW
Page 10: Bing @ SXSW
Page 11: Bing @ SXSW
Page 12: Bing @ SXSW
Page 13: Bing @ SXSW
Page 14: Bing @ SXSW
Page 15: Bing @ SXSW
Page 16: Bing @ SXSW
Page 17: Bing @ SXSW
Page 18: Bing @ SXSW
Page 19: Bing @ SXSW
Page 20: Bing @ SXSW
Page 21: Bing @ SXSW

Not a gang sign.

Personality Rules

Page 22: Bing @ SXSW
Page 23: Bing @ SXSW
Page 24: Bing @ SXSW


Page 25: Bing @ SXSW
Page 26: Bing @ SXSW


Page 27: Bing @ SXSW

Online Advertising • integration, display

Mobile • Bing App


TV w/ specific tags • Spots

Print • Integration via pages

Radio • DJ Reads • Testimonials

OOH • Decision points

Social Media


Branded Entertainment • TV, Online



Guerilla • Value focus


Partnership • CPG, Tech, Social


Page 28: Bing @ SXSW
Page 29: Bing @ SXSW
Page 31: Bing @ SXSW
Page 32: Bing @ SXSW
Page 33: Bing @ SXSW
Page 34: Bing @ SXSW
Page 35: Bing @ SXSW

“The difference between an audience and a community is which direction the chairs are

pointing” -- Chris Brogan