SMX Israel 2014 - Ari Nahmani | Predictive Search: Apple Siri | Kahena Digital Marketing
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Predictive Search: SIRI Ari Nahmani
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Transcript of SMX Israel 2014 - Ari Nahmani | Predictive Search: Apple Siri | Kahena Digital Marketing
Predictive Search: SIRI
Ari Nahmani
@AriNahmani | #SMX
Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing
We are up the street.
SAMANTHA > SIRI
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
OKAY, KINDA FUNNY.
@AriNahmani | #SMX
SIRI OVERVIEW
@AriNahmani | #SMX
SIRI OVERVIEW
Actually, originally it was an app designed by Siri, Inc. Acquired by Apple in April 2010. They kept the name. All other platform development stopped after acquisition.
@AriNahmani | #SMX
SIRI OVERVIEW
Actually, originally it was an app designed by Siri, Inc. Acquired by Apple in April 2010. They kept the name. All other platform development stopped after acquisition.
@AriNahmani | #SMX
@AriNahmani | #SMX
DATA SOURCES
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
YELP – LOCAL BUSINESSES
Siri queries yelp for local business information when it determines your location either by explicit query signals or implicit location signals (ip address, wifi signal, 3g/gps).
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
BING – Web Search
Google was swapped out for Bing as default search engine in Siri with the release of iOS7 in late 2013. Understanding your brand’s search presence in Bing is probably the most actionable takeaway re: Siri for marketers.
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
TWITTER – What is ___ saying?
Simple, clean integration with Siri. Lacks ability to sort or filter easily and name recognition is extremely difficult (opportunity for optimization?)
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
MAPS – LOCATION & DIRECTIONS
Loads apple maps if you’re in the right country (not Israel), and using natural language or place names still is very difficult for Siri.
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
WIKIPEDIA & WOLFRAM ALPHA [if not Bing..]
For most questions, it seems that Wikipedia or Wolfram alpha are first choice – otherwise a web search on Bing will occur.
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
BUILT-IN DATA SOURCES
Personal assistant and efficiencies gained with Siri’s integration into default Apple iOS apps and services. Siri use is most likely relegated to these types of hands-free queries.
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
@AriNahmani | #SMX
HOW CAN MARKETERS USE SIRI?
@AriNahmani | #SMX
BING! START MONITORING BING VERTICAL SEARCH RESULTS. -Top 5 organic -Images -Other?
@AriNahmani | #SMX
LOCAL BUSINESSES
KNOW THE LOCAL DATA SOURCES: -Yelp!! -OpenTable -Apple Maps Local? -Movies / Theatres
@AriNahmani | #SMX
@AriNahmani | #SMX
LARGE BUSINESSES, PUBLICLY TRADED
KNOW THE LOCAL DATA SOURCES: -Wikipedia -Wolfram Alpha -Stock Info -Schema / RDFa ?
@AriNahmani | #SMX
ALL BRANDS – CORRECT COMMON NAME MISTAKES
CROWDSOURCING? There’s a chance that personal corrections to sounds / homonymns may be crowd-sourced in the future. Remember, all queries go up to Siri in the cloud, not local. @AriNahmani | #SMX
STRUCTURED MARKUP WORTH IT?
@AriNahmani | #SMX
STRUCTURED MARKUP WORTH IT?
@AriNahmani | #SMX
BOTTOM LINE: KEEP WATCH, OPTIMIZE LIGHTLY IF POSSIBLE [local or corporate]
@AriNahmani | #SMX
Thanks! Contact Me:
Ari Nahmani Founder / CEO Kahena Digital Marketing @AriNahmani ari AT kahenadigital.com
We are hiring.
@AriNahmani | #SMX
