The Connected User - iCrossing Client Event May 2010
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The Connected User Royal Opera House :: 7 th May 2010 Erica Marshall@flickr Jason Ryan Nilhan Jayasinghe
Transcript of The Connected User - iCrossing Client Event May 2010
The Connected UserRoyal Opera House :: 7th May 2010
Erica Marshall@flickr
Jason RyanNilhan Jayasinghe
What is a connected user?
Web 1.0 Brochure ware
Domain specific
experience
Online shopfront
What is a connected user?
Web 2.0Connected web
Content distribution tools
User in control of UI
Network of experiences
Connected brands
euskeratsky@flickr
Digg – a distributed brand experience
What is a connected user?
Web 3.0?Connected user
Social graph
Social context
Semantic web
User-driven web
jurvetson@flickr
The Social Graph
The Social Graph
Facebook Like button
Facebook Like button
www.likebutton.me
Facebook Like button
Good news for Facebook
Users – data privacy ?
Site owners (brands/organisations) – what is in it
for them ?
Whose data is it?
From Page Rank to the Social Graph
Links: a limited view
Troubled linksRich get richer
Easy to spam
Ambiguity and
context
Subjectivity
Publisher vs.
searcher
New signals…
The Vince Update
User data
Semantic
relationships
New search signals
Results (post Vince)
Google knows you
Personalised search
What I mean
Who I know
Who I like
The Social Graph
What your friends are saying?
Social Search
Recommendation
Dissatisfaction
Engagement
Real-time search
Google integration
Twitter hot topics
Search interface update
Link graph vs. Social graph
So what?
Erica Marshall@flickr
Personalisation as a channel
Bitrot @flickr
Personalisation as a channel
Personalisation as a channel
Research Destination
Research Destination
ComparePrice
ComparePrice
ResearchHotel
ResearchHotel BookBook Review &
ShareReview &
Share
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User Goal: Book a cheap holiday online.
Search EngineSearch Engine
Brand websiteBrand website
Price ComparisonPrice Comparison
Social MediaSocial Media
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User-centric planning
User-centric planning
CREATIVE
SOCIAL
SEARCH
RESEARCHSTRATEGYPLANNINGEVALUATION
User-centric evaluation
What does it mean?
Visibility is about more than SEO
User data will redefine how we discover
content
Next generation web architecture ?
Page Index (Google) vs. User Index
(Facebook)
What does it mean for brands?
The bad news…
Rapid innovation
A moving target
The good news…
Take the user view - underlying motivations do not change
Listen and measure
Client/agency
partnershipsDorgunnur Dorsdottir@flickr
Putting it in perspective
1/3 of all search queries are Navigational
1/3 of all search queries are Commercial
1/3 of all search queries are Informational
400M+ Facebook users vs. 20B+ pages
indexed by Google
Links will always be a signal
‘Blue Hat’
Questions to ask…
Do we know where our customers are?
Are we listening to them?
Are they likely to discuss, link to and ‘like’
our content?
Are we building relationships and
connections?
Are we planning in silos or across teams?
How are we measuring success?
