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Search and Social Networking for Satisfaction
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Search and Social Networking
for SatisfactionPresented By: Dawn Marie Yankeelov, ASPectx
www.aspectx.com
Date: Oct. 15, 2007
www.aspectx.com;
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Questions We Will Explore
• What is Googzilla up to doing?
• What’s new or newly updated in the social
networking landscape?
• Where are traditional services inside
PR/Marcom functions headed and how to
make the most of them?
• What matters at the end of your day?
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The Facts Ma’am
• 3/4ths of senior executives and managers spend more than half their
time using technology. Almost one-quarter (23%) spend between 70
and 80 percent of their time using it, and 18 percent spend between 81
and 90 percent of their time. 50 percent thought that time spent was
the right amount.
– NFI Research, August 2007
• 60 to 80 percent of all Internet traffic from the US is Google,
depending on your sources. That rises to 85% for Europe. Part of that
number is referring traffic by search engines controlled by Google:
AOL, Devilfinder, Easytofind.com, Metasearch tools such as DogPile.
– ComScore, Nielsen NetRatings, Google’s own statistics
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Question of the Hour
Is it significant if 60 to 80 percent of your
traffic to your website, blog, or other
internet-based social media falls out of
favor?
Notice 1.1 Billion Web Users+
Time to Watch Google.
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The PSE Iceberg
• 20 percent of the changes are now already
out there
• Initial targets: science, telcom, education,
technology, medical diagnostics, travel, real
estate
• Large player advantage—what’s your
client’s special relationship with Google?
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Google the “GodFather”
•Structured data, parsed, and converted
•Preferred choices to get answers
•Large player advantage or “special” relationships
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Google Way or the Highway
• Proper indexing importance rises/new
techniques for SEO
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Googzilla hides in plain site
• Bidding on wireless spectrum
• Predictive Mobile Search: Doubly Lucky
• Finance/universal shopping: Checkout.google.com
• Ecommerce/sell it: base.google.com takes out Ebay
• Local Search/find it: www.google.co.uk/googlespace/
• Video Distribution: UTube
• Publishing: scholar.google.com
• Google Gears
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Takeaways
• Critical to know what Googzilla is up to
doing
• SEO strategies based on changes
• Be aware of PR implications: less for the
little guy, more tactical advantages required
• Niche, niche, niche
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Extended Reach Beyond Google
• People Community
• Relationship Management
• Introductions
• Ranking and Relevance: from search into
social media
• Gone Mobile
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Going on a Manhunt:Tools
• Spock: NEW: data rationalization, 100 Mil
• Zoominfo: recruiting and internal search
• Cambridge Who’s Who: private specials
• Gleamd: voting on others
• Fast Pitch: self-generation promo
• Latino AIM Pages: virtual ethnography
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ZoomInfo
4 Million
Monthly
Visitors
ZoomInfo
Power
Search
1,700
customers
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Q of Social Portability
1. Plaxo Social Graph
2. Dopplr.com
3. Facebook
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Semantic Web
• The Power of Tagging
• Context versus Content
• Empowering machines and humans to know what to do
• From ZoomInfo product manager: “Lightbulbs knowing its time to be changed automatically and moving to that automatic action…”
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Takeaway
• FINDING PEOPLE IS IMPORTANT!
– Consider the Effort Now of Building an Expert
from a PR Point of View
– People Rank as Much as Their Corporations
– Moving Executive Information Becomes
Critical for PR People
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What’s Old is New:
Guerilla Marketing
(Build It They Will Come)
• User Engagement and Utility
– Linked In-reunion approach
– Facebook as Platform-personalized apps
– iGoogle- personalized PageRank, Gadget maker
• Power Networking Candies
– Pownce
– Jigsaw
– Conduit
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iGoogle
• Introduced in 2005
• New for 2007 Gadget Maker
• Personalized PageRank
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Takeaway
• Connections are Accessible in Niche
Groups
• Ability to Be Found Has Increased
• Still Work to Make Sense of Data Out
There
• Data Needs to Be Intelligence
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Commodization of
Traditional Services
• Automation for Customer Relationship
Management has caused cookie cutter, task-driven
software for small business
• Business Process Management has generated
community participation
• Web 2.0 for tech smart with voice channels,
transparent ad overlays on video, and local search
• Here comes Enterprise 2.0
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Enterprise 2.0
--Social Computing Magazine, Editor Dion
Hinchcliffe
Only 15% of
corporate
environments
have blogs, or
wiki
opportunities
for
employees
-June 2007
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Emotional intelligence in
business intelligence tools
• Commoditization means doing our thinking
for us and batching it out
• Low price points
– Aggregated answers from web survey says
– Aggregated answers from internal scraping
• It works until….you really need the human
mind……
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Market Influence Analytics
(text mining)
• Collective Intellect –real time for corporate
• Buzz Logic
• Nielsen Buzz Metrics – 900 lb. gorilla
• Cymphony
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Collective Intellect
• Real-time for corporate reputation
• Campaign tracking
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Takeaway
• More Commoditization is Coming
• Work Smarter, Not Harder
• Your Mind is a Terrible Thing to Waste
• People Have the Final Say
• The Human Race is the The One That Will
Win
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In the Final Analysis
• Communication Begins with Listening
• Time is Money; Let the Tool Do the Task
• Be Strategic, Tactics Can Be Had
• Human Processing Still Beats Machine Processing for Relevance and Prioritization
• Creative Services are a Growth Category—double digits
• YOU CANNOT BE REPLACED!!!!
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Contact Information
Marketing PR
Competitive Intelligence
Business Development
Web Consulting
Dawn Marie Yankeelov, President of ASPectx
7003 Harrods Landing Dr.
Prospect, KY 40059
www.aspectx.com
