Pubcon Vegas '13 - The Web of Things

31
The Web of Things Duane Forrester Senior Product Manager, Search Microsoft

description

Review of the Web of Things, how social influences search and where search is evolving in the future. We cover entities, actions and showcase a TON of useful tools.

Transcript of Pubcon Vegas '13 - The Web of Things

Page 1: Pubcon Vegas '13 - The Web of Things

The Web of Things

Duane ForresterSenior Product Manager, SearchMicrosoft

Page 2: Pubcon Vegas '13 - The Web of Things

Who’s the speaker today?

@duaneforrester

Bing Webmaster ToolsSpeaks at shows, runs forums and blog, provides guidance on new WM toolswww.bing.com/toolbox/webmasters

Does he have a clue?15 years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester

And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester

what does duane do at bing

Page 3: Pubcon Vegas '13 - The Web of Things

• Major components of success• How social impacts search• Mobile and search influence• Entities and Actions• The Babelfish; a version of future• Tips, tricks and tons of tools!

• There will be…• Graphs• Data• Pictures• OMG moments• Sharing• A uniquely Canadian moment

Table of ContentsSo

much

love and

goodness

Page 4: Pubcon Vegas '13 - The Web of Things

• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant

Where does each piece fit in?

Content Social User Experience Link Building SEO

Page 5: Pubcon Vegas '13 - The Web of Things

How social impacts search

Page 6: Pubcon Vegas '13 - The Web of Things

6

Search: Discovery & Interaction

vertically integrated areas

online services

DEVICES PLATFORMS SERVICES

REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE

web

There are over a trillion pages online, from ~ 700 million sites

We need to crawl them all to see if they’re worth indexing

To crawl a URL costs roughly a penny…a little less, in fact

http://

Page 7: Pubcon Vegas '13 - The Web of Things

keywords

UNDERSTANDING THE WEB

UNDERSTANDING THE USER

apps

geo spatial

social

topical

actions

interests

context

SEARCHthe consumer

gateway to the cloud

Reorganize the Web for Task Completion

Page 8: Pubcon Vegas '13 - The Web of Things

Not just browser, but devices, services and social networks

Not just mouse and keyboard, but also voice, touch, gesture & vision

Creation of new information via social graph and geospatial index

Information Architecture

Interaction Model

Entry Points

Reinventing Search Across 3 Dimensions

Page 9: Pubcon Vegas '13 - The Web of Things

Mobile will continue to influence social

• The ultimate “PC”

• Not just phones

• 9B today

• 25B by 2021

Page 10: Pubcon Vegas '13 - The Web of Things

Search continues to evolve• New devices demand different

search experiences other than links

• The ability for these devices to feed in real time signals help us handle intent better and therefore can provide a more tailored experience

• Its not just mobile phones or tablets and its not just text entry.  Anything could be a search – voice, a picture, a gesture, sound – anything.  We are building the universal interface for search.

Page 11: Pubcon Vegas '13 - The Web of Things

The Secret to Success

• Build social followers & fans organically

• Wall posts/tweets with links are perceived as more credible and useful

• Get the basics of SEO covered, then focus on content

• Its worth repeating: unique, compelling content still works

Page 12: Pubcon Vegas '13 - The Web of Things

Encourage more Sharing

• So you want more shares for your content, do you? Try these ideas.

• Create lists: people love to consume content in list-form. Its quick, easy and simple.

• Use hooks: ego, humor, anger, contrarian – be careful with them, but when used well, they are highly effective.

• Participate in communities: when you are valued member of a community, the community supports you.

• Share others’ information: people love when what they share gets shared itself. Share from trusted sources.

• Ask questions: your followers will love the interaction and it’ll grow your following as others engage.

Page 13: Pubcon Vegas '13 - The Web of Things

The Digital Universe is Expanding…

2 Billion Facebook updates per day

300 MillionFacebook photos per day

150 MillionSnapchat photos per day

400 MillionTweets per day

5 MillionFoursquare check-ins per day

Page 14: Pubcon Vegas '13 - The Web of Things

…and so are our ToolsUsers

Rising Expectations

DevicesConstraints, Opportunities

Page 15: Pubcon Vegas '13 - The Web of Things

GEOSPATIAL AND CONTEXT

Different Web, Different SearchBuilding an “intelligent fabric”

people places things

ENTITIES AND ACTIONS NUI

Page 16: Pubcon Vegas '13 - The Web of Things

Entities and ActionsBing has 6 billion facts, 28 billion entities

People1.2 Billion Profiles, Connections, Interests

Places 1.1 million US restaurants alone

MoviesOver 800,000 entities

Schema.org and Other Languages

Page 17: Pubcon Vegas '13 - The Web of Things

Geospatial Knowledge and Context

Contextual Awareness & “Predictivity”

153 raw Petabytes of storage on 59,820 hard drivesProcess 28,800 DVDs worth of information every day

8.5M km2 of overhead imagery at 8cm

250,000 user-submitted 3D recreations

Page 18: Pubcon Vegas '13 - The Web of Things

Natural User Interfaces

Search box outmodedEnhances intent derivation along with Entities and ContextImbue machines with human-like traits for better HCI

Page 19: Pubcon Vegas '13 - The Web of Things

Additional HCI Developments

Sensors on everything

Advances in semantic understanding

Deep Neural Networks

Page 20: Pubcon Vegas '13 - The Web of Things

The next frontier

Page 21: Pubcon Vegas '13 - The Web of Things

Signals from everywhere

Page 22: Pubcon Vegas '13 - The Web of Things

The great interconnect

Page 23: Pubcon Vegas '13 - The Web of Things

The Babelfish

Page 24: Pubcon Vegas '13 - The Web of Things

Core Strategies

Op. Strategies

Tactics

Plan … or #FAIL

Page 25: Pubcon Vegas '13 - The Web of Things

Oh, and here’s a streamlining trick for ya!• Moving forward, how to provide

value and grow an asset?• People want relevant information• People have little time to sort & sift• They want a trusted, reliable source• Picked a niche; start the plan

Trusted RSS feeds

new

slett

er

Copy & Paste

AUTOMATED

AU

TO

MATED

MANUAL

Page 26: Pubcon Vegas '13 - The Web of Things

Tools to get the work done

• Useful tools• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/

• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)

• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)

• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)

• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/

Page 27: Pubcon Vegas '13 - The Web of Things

Other Cool Tools

• Some competitors of IFTTT: • http://

elastic.io/about.html

• https://zapier.com/#

• Zapier is more user friendly than IFTTT, though IFTTT has better channel choices.

Page 28: Pubcon Vegas '13 - The Web of Things

6 seconds to start a relationship• Vine – you know it, but are you using

it?• Lowes, Kate Spade, Urban Outfitters,

GE, A&W, Mailchimp and more• Using Vine to share knowledge,

entice engagement, entertain and offer behind the scene glimpses

• 6 second becomes many minutes of engagement

• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine

Page 30: Pubcon Vegas '13 - The Web of Things

How to See the Future

Ford Motor Company…no longer a car company?

Polar bear Snow storm

Page 31: Pubcon Vegas '13 - The Web of Things

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@duaneforrester