searchandsocial

Search and Social Networkingfor Satisfaction

Presented By: Dawn Marie Yankeelov, ASPectxdawny@aspectx.com

www.aspectx.comDate: Oct. 15, 2007

www.aspectx.com; dawny@aspectx.com

Questions We Will Explore

• What is Googzilla up to doing?

• What’s new or newly updated in the social networking landscape?

• Where are traditional services inside PR/Marcom functions headed and how to make the most of them?

• What matters at the end of your day?

The Facts Ma’am

• 3/4ths of senior executives and managers spend more than half their time using technology. Almost one-quarter (23%) spend between 70 and 80 percent of their time using it, and 18 percent spend between 81 and 90 percent of their time. 50 percent thought that time spent was the right amount.– NFI Research, August 2007

• 60 to 80 percent of all Internet traffic from the US is Google, depending on your sources. That rises to 85% for Europe. Part of that number is referring traffic by search engines controlled by Google: AOL, Devilfinder, Easytofind.com, Metasearch tools such as DogPile.– ComScore, Nielsen NetRatings, Google’s own statistics

Question of the Hour

Is it significant if 60 to 80 percent of your traffic to your website, blog, or other

internet-based social media falls out of favor?

Notice 1.1 Billion Web Users+

Time to Watch Google.

The PSE Iceberg

• 20 percent of the changes are now already out there

• Initial targets: science, telcom, education, technology, medical diagnostics, travel, real estate

• Large player advantage—what’s your client’s special relationship with Google?

Limited Dataset Blessings

Google the “GodFather”

•Structured data, parsed, and converted

•Preferred choices to get answers

•Large player advantage or “special” relationships

Google Way or the Highway

• Proper indexing importance rises/new techniques for SEO

Be in the Clustered Drilldown

Back to Might is Right: Single Vendor

Googzilla hides in plain site

• Bidding on wireless spectrum

• Predictive Mobile Search: Doubly Lucky

• Finance/universal shopping: Checkout.google.com

• Ecommerce/sell it: base.google.com takes out Ebay

• Local Search/find it: www.google.co.uk/googlespace/

• Video Distribution: YouTube

• Publishing: scholar.google.com

• Google Gears

Takeaways

• Critical to know what Googzilla is up to doing

• SEO strategies based on changes

• Be aware of PR implications: less for the little guy, more tactical advantages required

• Niche, niche, niche

Extended Reach Beyond Google

• People Community

• Relationship Management

• Introductions

• Ranking and Relevance: from search into social media

• Gone Mobile

Going on a Manhunt:Tools

• Spock: NEW: data rationalization, 100 Mil

• Zoominfo: recruiting and internal search

• Cambridge Who’s Who: private specials

• Gleamd: voting on others

• Fast Pitch: self-generation promo

• Latino AIM Pages: virtual ethnography

GleamD

ZoomInfo

4 Million Monthly Visitors

ZoomInfo Power Search

1,700 customers

Cambridge Who’s Who

Fast Pitch

Shameless Self Promotion

Q of Social Portability

1. Plaxo Social Graph

2. Dopplr.com

3. Facebook

Semantic Web

• The Power of Tagging• Context versus Content• Empowering machines and humans to know

what to do• From ZoomInfo product manager:

“Lightbulbs knowing its time to be changed automatically and moving to that automatic action…”

Takeaway

• FINDING PEOPLE IS IMPORTANT!– Consider the Effort Now of Building an Expert

from a PR Point of View– People Rank as Much as Their Corporations– Moving Executive Information Becomes

Critical for PR People

What’s Old is New: Guerilla Marketing(Build It They Will Come)

• User Engagement and Utility– Linked In-reunion approach

– Facebook as Platform-personalized apps

– iGoogle- personalized PageRank, Gadget maker

• Power Networking Candies– Pownce

– Jigsaw

– Conduit

Linked In

What’s happening at Facebook?

iGoogle

• Introduced in 2005

• New for 2007 Gadget Maker

• Personalized PageRank

Power Networking Candies

Pownce

Community at the Bar

Takeaway

• Connections are Accessible in Niche Groups

• Ability to Be Found Has Increased

• Still Work to Make Sense of Data Out There

• Data Needs to Be Intelligence

Commodization of Traditional Services

• Automation for Customer Relationship Management has caused cookie cutter, task-driven software for small business

• Business Process Management has generated community participation

• Web 2.0 for tech smart with voice channels, transparent ad overlays on video, and local search

• Here comes Enterprise 2.0

Social Architecture

Enterprise 2.0

--Social Computing Magazine, Editor Dion Hinchcliffe

Only 15% of corporate environments have blogs, or wiki opportunities for employees

-June 2007

Send Out Cards

Spotrunner.com

Click4talk.com

Emotional intelligence in business intelligence tools

• Commoditization means doing our thinking for us and batching it out

• Low price points– Aggregated answers from web survey says– Aggregated answers from internal scraping

• It works until….you really need the human mind……

Vilox: newcomer

Agile Business Intelligence

Market Influence Analytics(text mining)

• Collective Intellect –real time for corporate

• Buzz Logic

• Nielsen Buzz Metrics – 900 lb. gorilla

• Cymphony

Collective Intellect

• Real-time for corporate reputation

• Campaign tracking

Takeaway

• More Commoditization is Coming

• Work Smarter, Not Harder

• Your Mind is a Terrible Thing to Waste

• People Have the Final Say

• The Human Race is the The One That Will Win

In the Final Analysis

• Communication Begins with Listening• Time is Money; Let the Tool Do the Task• Be Strategic, Tactics Can Be Had• Human Processing Still Beats Machine

Processing for Relevance and Prioritization• Creative Services are a Growth Category—

double digits• YOU CANNOT BE REPLACED!!!!

Contact Information

Marketing PRCompetitive IntelligenceBusiness Development

Web Consulting

Dawn Marie Yankeelov, President of ASPectx7003 Harrods Landing Dr.

Prospect, KY 40059www.aspectx.com

dawny@aspectx.com

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