Upload
ssuchter
View
6.395
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Sean Suchter's presentation on Bing Realtime Search at SMX West 2010
Citation preview
Bing Social SearchSean SuchterGeneral ManagerSearch Technology Center Silicon Valley
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?
ChallengesKeeping up with the speedMake sense of massive contentRelevance is still expected
2
Twitter (+ social media) contentTimely (but not always accurate!)Opinionated – feelings, reactions, impressionsBrief
Context is often essential to determine meaningWho said it, where, to whom
References - @user, #hashtag, RT, favorites, followsContent creation follows attention
Self-organized communities of attentionIf there’s no content, you can ask for some
Observable propagation of information
Use Case: Breaking Local NewsPower outage 8am on February 17, 2010 in Palo Alto
Out for everyone or just me?No media or online newsNo web search results (B, G, Y)Fast awareness through local social networkUseful public social search results in minutes
Meta-DataUrl referralsRetweet counts
Primary dataImagesTweet/Blog content
Low LatencyWithin minutes
Voice of the PeopleNon-official content
Publication Platforms
PublicCommunityPrivate
Publication
Pri
vate
Com
munit
yPublic
Acc
es
s
Answers
Web
Twit
ter
To rise above the noise, there is more to do as search gets more social
6
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…
Topic / sentiment range, volume, trend analysis
What is the baseline rate of mentions / sentiment per unit time?
Look for changes in attention flow around a subject, location, topic
Watch for correlated signals from multiple sources
Consider source relevance and authority as well
Graph analysis for relevance and ranking
Naturally connected community (#smx)
Spam marketing campaign
(teeth whitening)Real time relevance needs data mining to filter and rank based on historySpammy communities can be highly visibleSocial graph, topic/concept graph, and behavior/gesture graphs are all useful tools
bing.com/twitter at a glance
Top Tweets
Top Shared Links
Top Tweets/Sentiment per
link
Adult / Spam filter; Tweets/Links ranking & relevance
Thank you