Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
42Activity
0 of .
Results for:
No results containing your search query
P. 1
Search and Social Media - Making your brand stand out! IAB & Microsoft Advertising

Search and Social Media - Making your brand stand out! IAB & Microsoft Advertising

Ratings:

3.0

(1)
|Views: 1,590 |Likes:
Published by bigmouthmedia
The IAB's casebook on combining Search & Social Media; Foreward from Microsoft's Dr Qi Lu and opening chapter by Danny Sullivan of Search Engine Land.
The IAB's casebook on combining Search & Social Media; Foreward from Microsoft's Dr Qi Lu and opening chapter by Danny Sullivan of Search Engine Land.

More info:

Categories:Types, Brochures
Published by: bigmouthmedia on Mar 22, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

06/16/2011

pdf

text

original

 
 S EA R C H
 
A N D
 S O C IA L  M E D IA :
 Ma k ing  your  brand s tand ou t !
 
  A  A   A 
 
 
 F o r e w o r d  b y  D r.  Q i  L u 1 E x e c u t i v e  s u m m a r y  2 W h a t ’ s  r e a l l y  g o i n g  t o  h a p p e n  i n  2 01 0 ?  b y  D a n n y  S u l l i v a n  3 J a r g o n  b u s t e r  4 T h e  m o o d  o f  t h e  i n d u s t r y  6 C o n s u m e r  l a n d s c a p e  9 C o m b i n e d  e f f e c t :  s e a r c h  a n d  s o c i a l  m e d i a  w o r k i n g  t o g e t h e r 1 9 B u i l d i n g  b r a n d  b y  r e p l a c i n g  t h e  m i c r o s i t e  2 3 I n f o r m i n g  s t r a t e g y  2 5 R e s p o n s e  a n d  r e p u t a t i o n  2 8 S e a r c h  &  s o c i a l  m e d i a  r e c r u i t m e n t  3 5 A c t i o n s : 1 0  t h i n g s  y o u  n e e d  t o  d o  r i g h t  n o w  b y  K i e r o n  M a t t h e w s  3 9 
 T A B L E  O F
 C O N T E N T S :
 
 There continues to be new surace areas to compete and dierentiate across content types, entrypoints, devices, and use cases in Search, and we see this evolution continuing. Bing was a clearexample o innovation in the richer user experience it provided, the integrated let-pane searchrenement tool or a more relevant search experience, and the vertical searches, as an example. However, user behaviour has also evolved signicantly, and the market is undeniably movingtowards open interoperability. Open and Social experiences are becoming the norm. Search canimprove signicantly by leveraging the open web and social networks like Facebook, Twitter andMySpace to provide real-time and social eeds. The power o Social Media is just that – social.Over 65% o users contribute, share or discuss content with riends and amily. Decisions aboutwhat to read or view are oten made based on popularity or “wisdom o the crowds.” And that is agood signal o intent.Social networks like Facebook are an incredible targeting asset on multiple ronts: it provides anonline people directory and audience with a rich dataset and prole or targeting; it allows or richuser generated content (UGC); it enables a digital community play or brand building and anity;and it is an app platorm or developers; amongst other dimensions o Social Network Services. What does it mean or advertisers, however? The uture o search depends on integrating suchrich experiences into the SERP to provide better targeting and monetization opportunities throughbetter relevancy (i.e., intent inerence). This is a vast source o uture value creation or us and therest o the industry.
Search has been called “The Database o Intentions.” Rightly so, but that is just thestart. At Microsot’s Online Services Division, our mission is to “Empower People withKnowledge” - this is a multi-decade quest to enable people everywhere to gain knowledgeand creativity rom the web by computationally understanding user intent and matchingthat with published content, advertising oerings, and sotware services. This is akin tobuilding a virtual mind-reader, which automatically understands what people are trying toaccomplish (intent: needs & interests) and distil knowledge (undamental meanings, theinsights and know-how rom digital inormation).
1
by Dr. Qi Lu
,President,Microsot, OnlineServices Division

Activity (42)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads
Lauren Lynch liked this
osmontes liked this
backback liked this
Joanne Kim liked this
Jason Bennett liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->