BREAK THROUGH THE PERSONALIZATION

FILTER

02.13.13 | Room 31B | 9:00 AM-9:45 AM

Katherine Watier Ong

@kwatier

Today’s Mental Journey:

• Discuss how Google, Bing, Facebook and Twitter are increasingly becoming personalized to each user

• Tips for how to change your promotion plans to break through the filter and reach your online target audience

• Tips for how to increase your chances of being recommended for your target audience’s personalized search experience

• Thoughts for how to measure if you have reached your target online audience

• Where online personalization is headed

The Most Important Transition

From keyword based results Entities and connections based results

Cartoon on left by Peter Steiner © 2012

A QUICK HISTORYOF ONLINEPERSONALIZATION

Search Engines – 1994-2007

1994 THESIS SHARING. • Search engines needed links to find and crawl your site.

• Labeling mattered

1996 GOOGLE!• Introduction of PageRank • Some links mattered more than others

2002-2006 GOOGLE INTRODUCED VERTICALS

2007 GOOGLE COMBINED THEM WITH UNIVERSAL SEARCH

Search Results – 2008-Today

http://pleated-jeans.com/wp-content/uploads/2012/03/259924-your-ecards-someecardscom.jpeg

2008 SEARCH RESULTS BECOME PERSONALIZED• Behavioral intent• Universal search• Geographic location• Previous search history

2009 GOOGLE ANNOUNCES THAT IT MAKES CHANGES DAILY, ADDS REAL TIME SOCIAL RESULTS

BING!

2010 GOOGLE ADDS MOBILE SEARCH• Begins to associate the recordings of the words that you ask for with your Google account.

2011 BING-FACEBOOK LIKE INTEGRATION

GOOGLE+ - GOOGLE’S IDENTITY NETWORK

Paid Ads

Knowledge Graph

My brother

Geo Local results

Images from Google+

All personalized to me. Direct answers are now

displayed in search.

Google Search – 2012

Google – Powered by Your Google Data

Google’s Personalization Signals

Did you know?

There are 40

personalization factors?Full list here: http://bit.ly/VxOnkM

• Bing is similar to Google, but has interesting integration features with Facebook and Twitter

• You can ask your friends questions directly from search

Bing Search – 2012

Bing – Powered by Your Microsoft Data

cdn-static.cnet.co.uk/i/c/blg/cat/mobiles/windows-phone-8-speech.jpg/www.thegeeksclub.com/wp-content/uploads/2011/06/xbox-bing-voice-search.jpg

Personalization on Facebook

http://static.someecards.com/someecards/usercards/MjAxMy02YjFjNWQ0NWYxOWMxMmI1.png

2004 FACEBOOK IS CREATED

2006 FACEBOOK NEWS FEED IS CREATED

2010 EDGERANK ANNOUNCED• like button released along with instant personalization on other sites• partners may only use your public information experience

2012 EDGERANK ADJUSTS RANKING BASED ON BRAND AFFINITY AND NEGATIVE FEEDBACK RECEIVED

2013 FACEBOOK ADDS GRAPH SEARCH

Personalization on Twitter

http://engineering.twitter.com/2011/05/engineering-behind-twitters-new-search.html

2006 TWITTER IS LAUNCHED

2012 ROLLED OUT NEW VERSION OF THE DISCOVER TAB -- EVEN MORE PERSONALIZED FOR YOU.

Includes: • Your connections, how strong they are • Signals from accounts you follow • Who they follow • Location • Language preference • Gender

LET’S TAKE A LOOK AT:PERSONALIZED SEARCH RANKINGS

YOU CAN USE GOOGLE FOR MEDIA MONITORING?

Chocolate ScreenshotsFemale, 58, Rockville, MD – anonymous

Female, 58, Rockville, MD – anonymous

Female, 24, Washington, DC, Ketchum employee

Chocolate Screenshots

Male, 34, Bangladesh – logged in

Male, 34, Bangladesh – not logged in

Chocolate Screenshots

Female, 26, NJ

Chocolate Screenshots

Removing Search Personalization

Think about your underlying assumption….

When you non-personalized the search results, are you going to see what your target audience sees?

CREATING A PLANTO CUT THROUGH THE ONLINE FILTER

Step 1:Create Personas for your Target Audience

• Demographics (male/female, marital status, age range, income)

• Job level (if B2B)

• Pain points

• Objections to attitude change

• Routine for a typical day

• Level of sophistication with technology

• Online information sources/social networks

• Keyword terms

• Mobile use

PERSONAS FOR HEALTHIT.GOVKetchum Example

• Understand triggers• Eager to try• Sees competitive

advantage

• Tailor Content– Best practices to achieve

Meaningful Use– Higher-end applications– How to tell patients about

the transition to health IT

• Understand triggers• Needs peer reinforcement• Concerned about workflow

• Tailor Content– How to register– What an REC is– How to find your REC– What to ask your vendor

about privacy and security

• Understand triggers• Risk averse• Concerned about penalties

• Tailor Content– Benefits of EHRs– Implications of not adopting– Transition deadlines and

milestones– How to register

Understanding the Provider AudienceProvide Answers to Business and Emotive Triggers

Conversion Through ConversationSpeak Directly to The Provider’s Situation

Integrated Communications TouchpointsSan Francisco Provider in Planning Stage

Profile: Dr. Steven Chen, 3980% chance Uses Mobile Device At Work

Step 2:Create content for your target audience

• Create content that is focused on their:

• Needs

• Desires

• Emotional Motivators

• Burning Questions

• Formatted in a way that drives sharing

Step 3: Be recommended for your target

• Use all of the social media buttons on your site

• Google+!

• Use rel=author and other schema markup to increase CTR, build up the Author Rank and following of your company’s thought leaders

• Create a surround sound of social media mentions around your target audience

• Create and promote high quality content regularly that matches your audiences’ need.

HealthIT.gov – Surround Sound

http://www.touchgraph.com/seo/launch?q=health%20it

Step 4: Surround them CRM driven social media outreachTip:•Create list/database of influencers by semantic interests•Store all conversations so that you can pivot the outreach•Connect with the influencer via multiple platforms•Set up alerts to quickly engage with contacts based on recent posts.

Step 5:Intercept them during a prime moment

of online adults in the US have clicked on links to related stories

76%

Step 6:Measure to see if it’s working

• Google searches/mo. compared to your analytics traffic by keyword?

• Social media monitoring to view an increase in volume around your brand name and products?

• Overall increased social media & target referral traffic per month?

• Searching focus group studies

Let’s Test What your Audience Sees

Hypothesis:

• Hertz’s On Demand service is not appearing in Google when their target demographic searches for car sharing services

Target demographic:•Mobile using•Ages 21-35•college educated•Doesn’t own a car•lives in NYC and DC (where they have launched their services).

Scenario: •You're looking to make a trip to the grocery store, and anticipate needing a car to transport your goods.

•We are interested in understanding how you would go about finding and selecting a “car sharing” service to be used in the next few hours?

User’s Instructions

1. Please enter “car sharing” into the Google search bar.

2. Do you feel that the search results are relevant to your ultimate goal of selecting a “car sharing” service? Why or why not?

3. What is your thought process when deciding which search result to select?

4. Click on your desired result.

5. By what criteria do you evaluate whether a car sharing service provider is worth hiring?

6. Are you satisfied with your current selection? Why or why not?

7. How else would you search online for a car sharing provider?

Results of Those Tests

https://www.usertesting.com/highlight_reels/kmHzjVj71UJP4CfyxpTE

WHERE ARE WE HEADED?THE FUTURE OF PERSONALIZATION

The Future of Google Search:

“With your permission, you give us more information about you, about your friends, and we can improve the quality of our searches….we don’t need you to type at all.

We know who you are

We know where you’ve been

We can more or less know what you’re thinking.”

- Eric Schmidt, Google

Google Now – Serving You Info without Searching

Google asks: What are you thinking now?

http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg

Google asks: “What did you want to know recently?”

Parting Thoughts….

Know your Customer

• Use their language

• Have them test your message

• Create search personas and measure against assumptions

• Provide online content that is quality and shareable

• Build social communities around your brand – especially utilizing

Google+

• Store and leverage influencer data

• Coordinate all messaging including paid to create a “surround sound”

• Leverage social and web data to refine personas and outreach

Katherine Watier OngKetchum202-729-8355@kwatierwww.linkedin.com/in/katherinewatiergplus.to/katherinewatierKatherine.watier@ketchum.comwww.ketchum.com

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