Transcript The future of search: localisation, personalisation and socialisation 11th Southern African Online Information Meeting Sandton Convention Centre, 5-8 June 2012 Karen Blakeman RBA Information Services Slides.

The future of search: localisation, personalisation
and socialisation
11th Southern African Online Information Meeting
Sandton Convention Centre, 5-8 June 2012
Karen Blakeman
RBA Information Services
Slides available on
http://www.rba.co.uk/as/,
authorSTREAM and
Slideshare
[email protected]
Twitter: @karenblakeman
http://www.rba.co.uk/
This presentation is licensed under a Creative Commons Attribution 3.0 License
Trends in search
No longer straightforward text searching of web pages and
documents
Mobile
Localisation
Personalisation
Social
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What it's all about......
MONEY!
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It's all about money!
Google 2011
Revenues $37,905 millions
(up 29% on 2010)
Net Income $9,737 millions
(up 26% on 2010)
http://investor.google.com/fina
ncial/tables.html
2011 – 96% of revenues are
from advertising
Google has a problem....
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Google's problem "How People Spend Their Time
Online – Stephen's Lighthouse"
http://stephenslighthouse.com/2012/03/14/how-peoplespend-their-time-online/
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But Facebook isn't a search engine – is it?
Already has a search option (sort of) using Bing
Facebook Delves Deeper Into Search - Businessweek
http://www.businessweek.com/articles/2012-03-28/facebookdelves-deeper-into-search
If Facebook improves its web search many users will not bother
leaving Facebook to go to Google for search, which means
Google loses a significant amount of ad revenue
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Search engines and social networks
–
–
–
–
–
need to know more about you
where are you
need to know what sort of information you are interested in
need to know who your contacts are on-site and elsewhere
need to know about your activity elsewhere
Personalise results
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Your browser, device, operating system...
Panopticlick https://panopticlick.eff.org/
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You are here!
Google.com =
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Location information gone wrong!
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Mobile search
20-25% of volume of search via mobile
Local search 20% via desktop, 40% via mobile (including tablets)
But low CTR on mobile
http://searchengineland.com/google-62-percent-of-v-day-restaurant-searches-were-mobile-111746
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"Over the past year, smartphone ownership among American
adults has risen from 35% of adults in 2011 to 46% in 2012. This
means that the overall proportion of U.S. adults who get locationbased information has almost doubled over that time period,
from 23% in May 2011 to 41% in February 2012. The percentage
of adults who use geosocial services like Foursquare has
likewise risen from 4% in 2011 to 10% in 2012."
http://pewinternet.org/Reports/2012/Location-based-services.aspx
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Personalisation
Amazon
Online
shopping
(Ocado)
Targeted advertising
\
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Encouraged to share
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Personalisation
location
past searches
viewed in the past
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This is not like a loyalty store card or online store
personalisation
Not just you
Your network connections, friends, followers,
circles
Everyone else?
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How far does personalisation go?
Is Google really filtering my news?
http://www.librarianoffortune.com/librarian_of_fortune/2011/0
9/is-google-really-filtering-my-news.html
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How far does personalisation go?
An Awfully Big Blog Adventure: The answer to your question... depends
on who you are (Anne Rooney)
http://awfullybigblogadventure.blogspot.co.uk/2012/04/answer-to-yourquestion-depends-on-who.html
Borromeo
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vs
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Borromeo
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Word cloud of top 20 results
for a Google search on Prague
(web history and social
networks switched off, cookies
cleared)
Word cloud of top 20
results for a Google search
on Prague (signed in to
Google+ account, social
networks and web history
enabled)
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Google's new Privacy Policy
"Our new Privacy Policy makes clear that, if you’re
signed in, we may combine information you’ve
provided from one service with information from other
services. In short, we’ll treat you as a single user
across all our products, which will mean a simpler,
more intuitive Google experience."
"we're more excited than ever to build a seamless
social experience, all across Google"
Toward a simpler, more beautiful Google
http://googleblog.blogspot.co.uk/2012/04/toward-simpler-more-beautifulgoogle.html
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Impact of changes on YouTube
Targeted
advertising?!
I wonder how
Google will
customise my web
search based on
my YouTube
viewing?
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Gives me videos based on my web search
history, linked to my location (Reading) plus a
long list of videos mentioned by people in my
Google+ circles.
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Google Enables Cross-Platform
Local Search (As Carrot To
Relinquish Your Privacy)
http://searchengineland.com/go
ogle-enables-cross-platformlocal-search-as-carrot-for-webhistory-113811
Introducing a new local search
experience across your devices
- Inside Search
http://insidesearch.blogspot.co.
uk/2012/03/introducing-newlocal-search-experience.html
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Google Now Forcing All New Users To Create Google+ Enabled
Accounts
http://marketingland.com/google-now-forcing-all-new-users-tocreate-google-enabled-accounts-3912
Search Plus Your World (SPYW) referred to as Search+ now
available in Google.com and is the default. Gives priority to
content from people in your Google+ network if you are signed in
to your account.
(And the next Google killer is….Google!
http://www.rba.co.uk/wordpress/2012/01/30/and-the-next-googlekiller-is-google/ )
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SPYW currently being tested on Google.com
Top results (blacked out for privacy
reasons) were from one of my Google+
circles and from people who restricted
access to the postings.
Take care when providing information to
users.
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Google Knowledge Graph
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Google Knowledge Graph
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Facebook profile
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Google+ profile
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Bing Relaunches, Features New Social Sidebar :
http://searchengineland.com/the-new-bing-microsofttries-again-with-search-meets-social-120728
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'Social' can affect all types of web activity
Article
"recommended"
by a friend on
Facebook.
Advertising based
on Facebook
friend's interests &
work
Details of
Facebook friend's
activity using
Economist app
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Logged out of Facebook
Advertising now
based on part of
my search history
(renewable energy)
Am I being told off for
not being logged in
to Facebook?
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The Independent newspaper
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Facebook Social Readers Are All Collapsing
http://www.buzzfeed.com/jwherrman/facebook-social-readers-areall-collapsing
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Signing in and sharing to gain access to data
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Allow local, personalisation and social?
Not necessarily a bad thing
Fantastic when you're on the move
A different point of view
But does bias results
What I see on my screen is not what you'll see on yours
Be aware of potential privacy issues regarding friends and
contacts in social networks when providing results to your
users and clients
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Really don't want it when searching?
Log out of all search and social accounts
Try a a search tool with less or no personalisation:
DuckDuckGo, Yandex.com, Blekko, millionshort.com
Chrome Incognito (still keeps location)
Actively manage/delete search cookies
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Social, personal and the law collide - the "cookie law"
Cookies Regulations and the New EU Cookie Law - ICO
http://www.ico.gov.uk/for_organisations/privacy_and_electronic_co
mmunications/the_guide/cookies.aspx
https://twitter.com/currybet/statuses/205637902296821761
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Mobile is here to stay and will increase
Localisation, personalisation and socialisation are here
to stay
As part of search they can give an important, alternative
point of view.
Understand how they influence results, how to avoid
their impact when necessary, but also how they can be
used as part of a better search strategy.
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Thank you. Please share!
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