Bing: Welcome to the SocialStefan Weitz | Director | Online Services Division

Encouraging Early ResultsStill a long way to go…

8.0%

41%

11.3% 54%Unaided Awareness

24%Perception

US Unique Users US Market Share Awareness & Perception

Sources: comScore June-October 2009 U.S. Search Engine RankingsIntegrated Campaign Evaluation Study

83.3m

71.7m

16%

Unmet Needs: The 3 Problems of Search

50%of time

spent on long queries

Imprecise Results Lengthy Tasks

25%of clicks lead to ‘back’

42%of sessions

needrefinement

Refinement

25% of queries result in quick click backs

0-3 mins9%

3-10 mins12%

10-15 mins10%

15-30 mins23%

>30 mins46%

Almost

50%of time spent

searching is on these queries

Decision Engine Defined

Relevance

Speed

Index Quality

Multimedia

Reduce Anxiety

Pre Process Web

Information

» Cashback» Sentiment extraction,

Wolfram» Price predictors

» Categorized search» Task Pages, Viz Search» Search history

» Relevance parity/leadership

» Faster time to first pixel

» Next-gen previews: hover, answers, DeepLinks

» Seamless multimedia

Core Search

Intelligent Organization

Decision Tools

Sessions not Queries

Reduce Overload

Social Search in Bing

Integration into the Results Page (easy)

In-Depth Search Capability for Twitter (hard)

Part of a Larger Campaign

Build Awareness

Expand Availability

Engage Community

Drive Trial

Change Perception

40% of people consider Bing a

“new generation of Search”

41% unaided brand

awareness

• Bing on 75M PC• Bing on 30% of US

cell phones via Verizon

• 54% Social Media Share of Voice

• 68k Facebook Fans

• 28k Twitter Followers

Nearly 1M Firefox add-in downloads

Small, Focused Team

• Personality first • No corp-speak • Dialog

Lessons in Social Media

You can’t control it

Be Honest & Authentic

• Good to drive stories, not features

• Promos drive followers, not friends

+ =

The Road Ahead

Understanding query Understanding intent

Relevance of 10 blue links Whole page to whole session

Minimizing time of URL/query matching

Time of completing a task

Search

Hit or miss model

Bing

Dialog model

Q&A

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after

the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.