why do we ask? sic 2012 presentation by leigh mcmillan

There are types of

questions:

What points does Romney

have to make in tonight’s

debate to win?

Do you have a nickname?

Does Justin Beiber look

better with long or short

hair??????

Conversational

• Yahoo answers

• Formspring (show)

• ChaCha

Is a verbal employment

contract enforceable?

What is

Schrodinger’s cat?

Can using gifted mortgage

interest on your taxes

impact an FHA loan?

Informational

• Avvo

• Stackexchange

• Or unknown

Archieve value

Objective Subjective

Public

Personal

Anonymous

Personal

Objective

Anonymous(?)

General

Social Network Site w/Q&A Search

Migration to PERSONAL

50% of

90% of

Content & SEO

• User generated

• Makes search better

• Avvo, Quora, stackoverflow

Conversational

• Yahoo answers

• Formspring (show)

• ChaCha

Sold to for $50MM

• Brand asks question

• User responds

• Friends see it & join in

1

2

3

This person needs an attorney!

= 97%

= 91%

So why does this matter?

• Stanford study about figuring out intent

QUESTIONS

2001 - 2006 2008 - 2011 2010 - 2012

• Deep vs. broad

• Creative models

• Data driven

• Media & multi screen

• Q&A is a powerful tool

• Informational vs. Conversational

• Data, research & personal branding

• Can’t slap it together

• More power w/media, data & focus

@leighmcm

linkedin.com/in/lmcmillan

leigh@avvo.com