How Bing is Socializing Search

Aya Zook Senior Product Manager, Microsoft

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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

Email: ayaz@microsoft.com

http://www.bing.com/businessportal

http://www.discoverbing.com

http://www.bing.com/toolbox/home/

http://www.facebook.com/Bing