Ian lurie - Predicting Search and Social - SIC2012

SIGNS & PORTENTS PREDICTING SEARCH & SOCIAL 2017

THE LINKS portent.co/signsportents

Yes, just like this.

ME IAN LURIE CEO, PORTENT PORTENT.COM @PORTENTINT

DISCLAIMER

“iPads are overrated” Ian Lurie, 2010

NOTHING’S GOING TO DIE

4 TRENDS 4 PRIORITIES

4 TRENDS UBIQUITOUS SEARCH EMBEDDED SEARCH NO MORE SHORT CUTS PRIVACY INSANITY

4 PRIORITIES 100% DISCOVERABILITY LATENT AVAILABILITY START MARKETING FIND NEW METRICS

REALITIES

SEARCH = UTILITY

SOCIAL= GATHERING PLACE

check out frank's update

whoaaaaaa...

0%

20%

40%

60%

80%

100%

2002 2004 2006 2008 2010 2012

Search Social

91%

66%

From http://pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx

SEARCH WILL STILL DOMINATE

hehe. hi. um.

TREND 1 UBIQUITOUS SEARCH & SOCIAL

500 DEVICES

Image from Wikipedia

500 DEVICES

3200 SCREEN SIZES

MORE PLATFORMS

is it getting crowded in here? or

is it just me...?

PRIORITY 1 100% DISCOVERABILITY

BE PRESENT ON GOOGLE+

BE ‘ON’ ON FACEBOOK

HAVE A CLEAN SITE DUPLICATION RESPONSE CODES SCHEMA.ORG

BUILD RESPONSIVE

TWITTER BOOTSTRAP BLUEPRINT

5

Facebook search? really?

PRIORITY 1.5

IGNORE THE SQUIRREL

sniff

SORRY, BUT I NEED PROOF THAT NEW

FEATURE WILL REALLY HELP ME.

NAAAAH. go for it!

jump!

TREND 2 EMBEDDED SEARCH & SOCIAL

4 look ma, no

hands!

Image from Wikipedia

look ma, no hands!

CONNECT OFF AND ONLINE

NEAR FIELD COMMUNICATIONS

NFC TAG

MORE INFO

REGISTER REQUEST

APPLE PASSPORT

Enter store

Coupon detected

Redeem at checkout

NO ACTION REQUIRED

6 6

you're at mcdonalds right now. that's all your points

for the day.

#*!$%&^!@#

NO ACTION REQUIRED

6 hey,

this is your cell phone. it looks like

you're in the bathroom right now. need

anything?

PRIORITY 2 LATENT AVAILABILITY

TAG FOR LOCAL

GEOTAG PHOTOS OWN YOUR LOCAL LISTINGS USE SCHEMA PLACE STANDARD

CONNECT OFF AND ONLINE

SET UP WIFI

SEARCH & SOCIAL = ARCHITECTURE, NOT DESIGN

TREND 3 NO MORE SHORTCUTS

THE EXPEDIENCY BUBBLE POPS

over… inflated...

ANGRY GOOGLE

9

ME SMASH!!!

PUZZLED FACEBOOK

why am i only worth $56 billion?

*Current market capitalization on 10/29/2012

*

SEARCH WANTS TO KNOW WHERE & WHEN WE GATHER

SOCIAL WANTS TO KNOW WHAT WE SEARCH FOR

BLENDING SOCIAL/SEARCH

ALGORITHMIC COMPLEXITY

PRIORITY 3 START MARKETING

DO NOT POKE THE LARGE ANGRY

ANIMALS

LINK BUYING KEYWORD STUFFING CLOAKING BUYING LIKES FAKE ACCOUNTS PROXY STUMBLING

DO WHAT CUSTOMER EXPERIENCE DEMANDS

NEVER DO ANYTHING JUST FOR SEARCH RANKINGS

NEVER DO ANYTHING JUST TO BUILD FOLLOWERS

BE WHERE QUESTIONS ARE ASKED

LINKEDIN ANSWERS

STACK EXCHANGE

KNOW THE QUESTIONS

GOOGLE SUGGEST

UBERSUGGEST

AUTHORITY, LINKS GREAT CONTENT ARE OUTCOMES

AUTHORITY, LINKS GREAT CONTENT ARE OUTCOMES. NOT TACTICS.

TREND 4 PRIVACY INSANITY

too late, suckers.

we are outta here

BOOOOOOOO. outrage! burn them at

the stake! pillage their evil corporate

empires!

HATE PERSONALIZATION

yaaaaaay. pure genius! Get me 1,000 shares

please, so that i may roll around in them

and bask in their glory!

BUT LOVE THE RESULTS

PRIORITY 4 FIND NEW METRICS

LOCATION DEVICE PLATFORM SESSION BEHAVIOR

GROW THE OPT-IN HOUSE LIST

COMPLY WITH EU COOKIE LAWS

CONNECT THE DATA DOTS

THE WRAPUP

4 TRENDS UBIQUITOUS SEARCH EMBEDDED SEARCH NO MORE SHORT CUTS PRIVACY INSANITY

4 PRIORITIES 100% DISCOVERABILITY LATENT AVAILABILITY START MARKETING FIND NEW METRICS

(AND WE’LL KEEP PREDICTING)

SEARCH & SOCIAL ARE ENTERING THEIR GOLDEN AGE

[email protected]

portent.co/signsportents

@portentint

Ian lurie - Predicting Search and Social - SIC2012

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