Stefan weitz-sic-2011
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SearchStefan Weitz
Director, Bing
ocia
l
Decision Engine?
Relevance
Speed
Index Quality
Multimedia
Reduce Anxiety
Pre Process Web
Information
» Ratings» Sentiment extraction
Wolfram» Price predictors
» Categorized search» Task Pages, Viz Search» Search history
» Relevance parity/leadership
» Faster time to first pixel
» Next-gen previews: hover, answers, DeepLinks
» Seamless multimedia
Core Search
Intelligent Organization
Decision Tools
Sessions not Queries
Reduce Overload
LO
GIC
Relevance
Speed
Index Quality
Multimedia
Reduce Anxiety
Pre Process Web
Information
Sessions not Queries
Reduce Overload
LO
GIC
+
90% seek advice from family and friends before making a decision
80% of people delay making a purchase online before talking to someone
2.5x more often than local
city guides, 4x more often than online sites/reviews, and
10x often more than social media check-in sites.
EM
OTIO
NDecision Engine?
Firs
t…
1.857
2
23,00075
The C
ase
for
Soci
al
Dawn of Civilization - 2003
5 EXABYTES OF DATA
Obje
ctiv
eExamine how people
make sense of the web
Quest
ion
Have people realized
this? Do people rely
on others today?
Deciding on Everyday Purchase(n=558)
Finding a new
service provider (n=552)
Finding a new dr, realtor, financial
advisor, or lawyer (n=560)
Picking a hotel, B & B, or vacation
rental(n=574)
Getting movie, music, or book
recos(n=586)
Getting advice on a personal
problem (n=582)
Getting help with a
technical problem(n=576)
Reviews on retailer's sites 58% 22% 17% 31% 51% 18% 26%Online review sites 40% 56% 43% 52% 39% 13% 22%On social networking sites 29% 18% 19% 23% 27% 33% 17%Forums or discussion lists/boards 26% 34% 43% 29% 27% 38% 57%
Q&A sites 25% 25% 28% 27% 14% 35% 50%Blogs 17% 12% 9% 13% 15% 27% 17%
Reviews on retailer’s sites 46% 15% 8% 19% 43% 12% 10%Online review sites 17% 45% 33% 41% 18% 6% 12%On social networking sites 13% 10% 10% 12% 15% 24% 9%Forums or discussion lists/boards 9% 16% 30% 12% 11% 25% 40%
Q&A sites 9% 9% 15% 13% 5% 24% 25%Blogs 5% 3% 3% 2% 7% 9% 4%
IN9. Please indicate where you typically find opinions online when <Insert item from IN1>. Select all that apply. IN10. Please indicate your most preferred option for finding opinions online when <Insert item from IN1>. Select one.
= Top 2 Responses
People Rely on Others… UnevenlyAl
l Opti
ons
Mos
t Pre
ferr
ed
Opti
ons
Deciding on Everyday Purchase(n=558)
Finding a new
service provider (n=552)
Finding a new dr, realtor, financial
advisor, or lawyer (n=560)
Picking a hotel, B & B, or vacation
rental(n=574)
Getting movie, music, or book
recos(n=586)
Getting advice on a personal
problem (n=582)
Getting help with a
technical problem(n=576)
0 Sites 2% 5% 8% 2% 3% 13% 6%1 Site 13% 11% 11% 7% 20% 18% 16%2 Sites 29% 31% 20% 26% 35% 24% 23%3 Sites 26% 23% 20% 25% 21% 20% 22%4 Sites or more 31% 31% 40% 40% 22% 25% 33%Mean 3.4 3.2 3.9 4.1 2.7 2.7 3.6 1 6% 7% 6% 5% 6% 12% 8%2-5 46% 51% 35% 45% 52% 45% 50%6-9 24% 19% 29% 23% 27% 27% 26%10-49 22% 20% 30% 22% 12% 15% 13%50-99 0% 2% 0% 3% 1% 0% 2%100 or more 1% 1% 0% 2% 2% 0% 0%Mid-Point mean 11.6 11.8 12.5 14.3 10.7 8.7 9.1
IN11. How many websites would you typically visit to get opinions regarding <Insert item from IN1>. Please use whole numbers. IN12. How many individual opinions would you need to feel confident about your decision when <Insert item from IN1>?
Diversity of Sources, People is CriticalN
umbe
r of
Web
site
sN
umbe
r of
Indi
vidu
als
41%41%55% 69%49% 78% 33%
What
Do W
e
Find?
People need people
Quest
ion
How do people decide
who to listen to?
Advice on a personal problem
Help with a technical problem
New doctor, realtor, financial advisor or lawyer
New Home Service Provider
Movie, music, or book recommendations
Everyday Purchase
Hotel, Bed & Breakfast, or vacation rental
77%
17%
50%
39%
47%
45%
29%
13%
64%
24%
22%
10%
10%
17%
11%
19%
26%
39%
43%
44%
55%
Most Important Source of Opinions by Task
Users Experts People I know
Experts? Meh.
Day-to-Day Commercial Entertainment
Technical Problem
Personal Problem
Everyday Purchase
Doctor, Realtor, Lawyer
Home Service Provider
Hotel, B&B, Vacation Rental
Movies, Music, Books
Expertise
Expert
More Experienced
Smart
Personal Personal Relationship
Personality Traits
Practical
Open-Minded
Taste/ Preferences
Share Preferences
Picky
Great Style
Demog-raphics
Same Geo
Same Age
IN5. Thinking specifically of <Insert item from IN1>, which of the following characteristics are important to you when getting an opinion from someone you personally know and trust? Select up to 5 responses.
TasksInfluencer
Characteristics
Decision Influence Factors Vary
What
Do W
e
Find?
People need peopleExpertise, Demo are
overrated
Quest
ion
Where and what are
they asking?
Facebook (n=1267)
Twitter (n=619)
Google+ (n=550)
LinkedIn (n=518)
MySpace (n=517)
7%
6%
5%
2%
1%
17%
11%
8%
5%
6%
18%
8%
8%
4%
4%
24%
22%
18%
15%
17%
34%
53%
61%
75%
71%
Daily or more than once a day One to a few times a week A few times a month
Less than once a month Never
SN2. How frequently do you post a question as your status? Significantly greater than other segment (95% c.l.)
Social Networks Reign Supreme for Questions
Start a conversation (e.g., what are the Chargers chances to make the Super Bowl?)
Get an opinion on something (e.g., should I wait for the iPhone 5 or just go with the iPhone 4?)
Make an invitation (e.g., does anyone want to see this show with me?)
Get recommendations (e.g., what new bands should I check out?)
Copied from someone else’s status (e.g., everyone answer this question: what was I wearing the first time you met
me?)
Get “How to” help (e.g., how do you get gum out of your carpet?)
Ask for a favor (e.g., can anyone babysit tonight?)
Networking (e.g., I have a job opening on my team. Do you know anyone who might be interested?)
Make an offer (e.g., I’m selling my car. Is anyone interested?)
28%
24%
12%
9%
7%
6%
5%
5%
4%
SN3. What was the purpose of the most recent question you asked one of your social networks?
Using Social Networks for Decision Making
Just for fun/to satisfy my curiosity
I wanted a variety of responses
I wanted to connect with other people on my social network
To get opinions from people I know because I trust them more than strangers
I know people in my network share my tastes
I thought it would be faster
It wasn’t the kind of question you can ask a search engine
It’s easier
I knew someone in my network would have the right expertise to answer this question
I wanted more complete information
I thought I’d get a higher quality answer
I had already tried other resources and couldn’t find the answer
37%
30%
27%
24%
19%
17%
16%
16%
15%
8%
5%
4%
SN5. Why did you ask this question of your social network? Select up to 3 responses.
Questions Get Asked for Diversity, Closeness
What
Do W
e
Find? People need people
Expertise, Demo are
overratedUse SN to solicit opinions
Quest
ion
How do they use these
opinions?
0% 25% 50% 75% 100%
Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...
...positive experiences others had
...negative experiences others had
...the launch of a new product, brand, or company
...feedback about products/services others received from a company
...promotions others saw
...games and contests related to the products, brands or companies
...online advertising others saw or heard about
...advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
Europe regionsEurope
People Look for Experiential Opinions
N Europe = 2876 / F = If consulting information
62% look for positive experiences others had with a product, brand or company
62%
53%
45%
45%
40%
32%
28%
25%
EuropeWestNorthEastSouth
Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, which social network sites do you use for consulting that information?
Vkontakte
MySpace
Hi5
Netlog
Badoo
Hyves
Orkut
QZone
Tagged
Ning
Habbo
Bebo
Friendster
74%
14%
13%
6%
5%
3%
3%
3%
2%
1%
1%
1%
1%
0%
0%
0%
0%
0% 25% 50% 75% 100%
EuropeWestNorthEastSouth
Europe regionsEurope
N Europe = 2876 / F = If consulting information
Facebook is the place to consult information about products and brands
Again, on FB
0% 25% 50% 75% 100%
Q : When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? (top2%, 1-5)
Positive experiences others had
Feedback about products/services others received from a company
The launch of a new product, brand, or company
Promotions others saw
Negative experiences others had
Games and contests related to the products, brands or companies
Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
Online advertising others saw or heard about
Europe regionsEurope
Impact of consulting on buying intentionPositive experiences are also reported to have the highest impact on buying intention
N Europe = 2876 / F = If consulting in general
52%
32%
29%
25%
23%
19%
15%
14%
EuropeWestNorthEastSouth
24
0% 25% 50% 75% 100%
Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5)
Positive experiences others had
Feedback about products/services others received from a company
The launch of a new product, brand, or company
Promotions others saw
Negative experiences others had
Games and contests related to the products, brands or companies
Online advertising others saw or heard about
Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about
Europe regionsEurope
Impact of consulting on brand perception
Positive experiences are reported to have the highest impact on brand opinion
54%
32%
32%
28%
26%
21%
16%
15%
EuropeWestNorthEastSouth
N Europe = 2876 / F = If consulting in general
What
Do W
e
Find? People need people
Expertise, Demo are
overratedUse SN to solicit opinionsOpinions influence
buying/brand
Bringing it into Search
Trusted FriendsThe Human
SignalEnabling
Conversation
Bing: More Human
Key Benefit Bring their traces with you
Better basic search from
everyone to just you
Find the “expert”
Bing Release Focus Opinion Infusion Interest Infusion
Shopping, Travel, People
Finder
Focus
So…
Rising Above the Noise
Things you already do
Quality Interesting & useful content
Trust Trustworthy sites linking to your site; anchor text
Popularity
# of high quality links
Timeliness
Update your site, blogs
New things to consider
Make it easy to Like and Share content. Include links in Tweets and Updates
Trust-worthy people sharing your links or tweets; avoiding spammy clumps
# of people Retweeting or Liking what you said/shared in the last minute, hour, day, week
Be prepared to turn on a dime, and for the flash mob
Plus…
Behind the Scenes
People Share and Like Content
Content Goes to Facebook and Twitter
Public Information
Comes to Bing, real-time
Content Processing and
Indexing
Ranking and Annotation
User Experience
Reputation: More Than Followers
Users’ Attributes
Friends
Followers
Follows
Users’ Actions
Retweets
Replies
Others that share the same link
Likes
Social Spam?
Content and Links = Still Important
* Source: Editorial judgments
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
94%
78%
57%
45%
25%
4%
% including linkLinear (% including link)
Quality Score
% o
f Tw
eets
that
inclu
de lin
ks
Spotting spammy behavior
Naturally connected community
Spam marketing campaign
Spammy communities are highly visible – don’t be part of one!
What about serendipity?
Who Cares?
SAFETY HIGHER SUCCESS
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