facebook an unexpected challenger to google's search

Search, social, and the web’s

evolution

Hello I'm Scott. twitter.com/thescott

CV

Currently: Strategy Director at Quirk Past: Head of digital marketing BMW SA Past: Quirk

Traditional Search Social Search

Wisdom of the crowds

Wisdom of friends

Traditional Search Social Search

Exciting times!

Traditional Search Social Search

Exciting times!

Where to next?

Traditional Search

$23 billion

Relevancy

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In the beginning…

Sergey

Larry

Credibility > Relevancy

200+ relevancy factors

•  The age of the domain •  Links to the domain •  Key phrases in URLs •  Regular fresh content •  Text navigation •  RSS feeds •  XML sitemap

Relevance = loyalty = $$$

Social Search

“Where Google is about the wisdom of crowds, Facebook is about the wisdom of friends.”

Elliot Schrage, Facebook’s VP of global communications, marketing and public policy.

Facebook isn’t wasn’t meant to be a search engine?

But Facebook users are generating a lot of content …

+ 900 million objects Pages, groups, events and community pages

(source: http://www.facebook.com/press/info.php?statistics)

80 community pages Average user

(source: http://www.facebook.com/press/info.php?statistics)

(source: http://www.facebook.com/press/info.php?statistics)

90 pieces of content / month Created by the average user

(source: http://www.facebook.com/press/info.php?statistics)

+ 30 billion pieces of content / month Shared by the average user

Open Graph Protocol

(looking outside the walled garden)

Profiling = Targeting

What about search?

+500 million users

Spend 700 billion minutes per month

(source: http://www.facebook.com/press/info.php?statistics)

It's only natural that Facebook is experiencing a lot more searches

Then

Now

Rankings?

1.  Your likes 2.  Your social circle’s likes 3.  What everyone likes 4.  Bing results

What drives the success of search?

1.  Intent 2.  Influence

Social Search

Traditional Search

Infl

uenc

e

Intent

(Source: Social,  SEO  and  the  Open  Graph — www.gigya.com)

Social search carries influence because it’s powered by your network - people you trust

Should Google be worried?

"We're trying to take Google's core products and add a social component.  If you think about it, it's obvious. With your permission, knowing more about who your friends are, we can provide more tailored recommendations. Search quality can get better.”

Eric Schmidt, CEO Google

Google’s blended SERPs

Realtime “Updates”

Google has time to find a solution..

Total searches in USA Sept 2010 > Google: 72%

Google

Not Google

Where to next?

The best cola?

?

The battle of paradigms

It's all about users Whoever owns them, makes the most from advertising.

Tips for Google and Facebook? - For users: Add value by creating utility and being relevant - For advertisers: ads that outperform other platforms

Quick tips to ranking well

Engagement rules! (for both Google and Facebook) •  Use content to create inbound links •  Incoming links = good •  The quickest way to get lots of links? Create amazing things •  Earn media

•  Video — blended search results •  Own more of the result page •  Relevancy determined by views, likes and text content around

video (again, good stuff = more views) •  Spend time optimising and seeding video outside of YouTube

Quick tips to ranking well

•  Social Media optimisation — get the likes (and retweets) •  Integrate SM channels on your brand

sites (different levels of integration) •  FB like boxes •  FB like buttons (beyond just the brand

page, products too)

•  (For now though, it’s actually all about the wall and newsfeed!)

Goodbye I'm Scott. twitter.com/thescott