aya zook - how bing is socializing search
TRANSCRIPT
How Bing is Socializing Search
Aya Zook Senior Product Manager, Microsoft
Powered by Bing
Explicit Share:
26.8%
Sources: 1. comScore Explicit Core May ‘09 – Jul ‘11; 2. comScore Explicit Core May ’09 – Jul ’11; 3. Bing Marketing Analytics; 4. America’s Hottest Brands in 2009 Ad Age
Magazine
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2.5x more often than local city
guides, 4x more often than online
sites/reviews, and 10x often more
than social media check-in sites.
Key Benefit
Bing Release Focus
Focus
Users’
Attributes
Friends
Followers
Follows
Users’
Actions
Retweets
Replies
Others that share the
same link
Likes
* Source: Editorial judgments
94%
78%
57%
45%
25%
4% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 1 2 3 4 5
% o
f T
weets
th
at
inclu
de l
inks
Quality Score
% including link
Linear (% including link)
Naturally connected community Spam marketing campaign
Spammy communities are highly visible – don’t be part of one!
Things you already do
Quality Interesting & useful content
Trust Trustworthy sites linking to
your site; anchor text
Popularity # of high quality links
Timeliness Update your site, blogs
New things to consider
Make it easy to Like and
Share content. Include links
in Tweets and Updates
Trust-worthy people sharing
your links or tweets; avoiding
spammy clumps
# of people Retweeting or
Liking what you said/shared
in the last minute, hour, day,
week
Be prepared to turn on a
dime, and for the flash mob
http://www.bing.com/businessportal
http://www.discoverbing.com
http://www.bing.com/toolbox/home/
http://www.facebook.com/Bing
