Signs and Portents: Search and Social in 5 years
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Transcript of Signs and Portents: Search and Social in 5 years
SIGNS & PORTENTS PREDICTING SEARCH & SOCIAL 2017 PREDICTING SEARCH & SOCIAL 2017
IAN LURIE CEO, PORTENT
THE LINKS portent.co/signsportents
Yes, just like this.
ME IAN LURIE CEO, PORTENT PORTENT.COM @PORTENTINT
ME CYNICAL SARCASTIC MARKETING IDEALIST
iPads are overrated Ian Lurie, 2010
NOTHINGS GOING TO DIE
4 TRENDS 4 PRIORITIES
4 TRENDS UBIQUITOUS SEARCH EMBEDDED SEARCH NO MORE SHORT CUTS PRIVACY INSANITY
4 PRIORITIES 100% DISCOVERABILITY LATENT AVAILABILITY START MARKETING DIVERSIFY METRICS
REALITIES
SEARCH = UTILITY
SOCIAL= GATHERING PLACE
check out frank's update
whoaaaaaa...
0%
20%
40%
60%
80%
100%
2002 2004 2006 2008 2010 2012
Search Social
91%
66%
From http://pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx
SEARCH WILL STILL DOMINATE
TREND 1 UBIQUITOUS SEARCH & SOCIAL
500 DEVICES 500 DEVICES
Image from Wikipedia
500 DEVICES
500 DEVICES
3200 SCREEN SIZES
MORE PLATFORMS
is it getting crowded in here? or
is it just me...?
shut. up.
PRIORITY 1 100% DISCOVERABILITY
BE PRESENT ON GOOGLE+
BE ON ON FACEBOOK
HAVE A CLEAN SITE HAVE A FAST SITE DUPLICATION RESPONSE CODES SCHEMA.ORG
BUILD RESPONSIVE
TWITTER BOOTSTRAP BLUEPRINT
TREND 2 EMBEDDED SEARCH & SOCIAL
4 4 look ma, no
hands!
Image from Wikipedia
look ma, no hands!
NO ACTION REQUIRED
6 6
NO ACTION REQUIRED
6
you're at mcdonalds right now. that's all your points
for the day.
#*!$%&^!@#
NO ACTION REQUIRED
6
NO ACTION REQUIRED
6 hey,
this is your cell phone. it looks like
you're in the bathroom right now. need
anything?
4
NOW
CONNECT OFF AND ONLINE
NEAR FIELD COMMUNICATIONS
NFC TAG
MORE INFO
REGISTER REQUEST
APPLE PASSPORT
Enter store
Coupon detected
Redeem at checkout
PRIORITY 2 LATENT AVAILABILITY
TAG FOR LOCAL
GEOTAG PHOTOS OWN YOUR LOCAL LISTINGS USE SCHEMA PLACE STANDARD
CONNECT OFF AND ONLINE
SET UP WIFI
SEARCH & SOCIAL = ARCHITECTURE, NOT DESIGN
PLAY
TREND 3 NO MORE SHORTCUTS
MORE VISIBILITY
ANGRY GOOGLE
9
ME SMASH!!!
PUZZLED FACEBOOK
why am i only worth $56 billion?
*Current market capitalization on 10/29/2012
*
SEARCH WANTS TO KNOW WHERE & WHEN WE GATHER
SOCIAL WANTS TO KNOW WHAT WE SEARCH FOR
BLENDING SOCIAL/SEARCH
ALGORITHMIC COMPLEXITY
5 5
Facebook search? really?
THE EXPEDIENCY BUBBLE POPS
over inflated...
ow
PRIORITY 3 START MARKETING
STOP POKING THE LARGE ANGRY
PUZZLED ANIMALS
LINK BUYING KEYWORD STUFFING CLOAKING BUYING LIKES FAKE ACCOUNTS PROXY STUMBLING
DO WHAT CUSTOMER EXPERIENCE DEMANDS
NEVER DO ANYTHING JUST FOR SEARCH RANKINGS
NEVER DO ANYTHING JUST TO BUILD FOLLOWERS
BE WHERE QUESTIONS ARE ASKED
LINKEDIN ANSWERS
STACK EXCHANGE
KNOW THE QUESTIONS
AUTHORITY, LINKS GREAT CONTENT ARE OUTCOMES
AUTHORITY, LINKS GREAT CONTENT ARE OUTCOMES. NOT TACTICS.
PRIORITY 3.5
IGNORE THE SQUIRREL
sniff
SORRY, BUT I NEED PROOF THAT NEW
FEATURE WILL REALLY HELP ME.
NAAAAH. go for it!
jump!
TREND 4 PRIVACY INSANITY
too late, suckers.
we are outta here
BOOOOOOOO. outrage! burn them at
the stake! pillage their evil corporate
empires!
HATE PERSONALIZATION
yaaaaaay. pure genius! Get me 1,000 shares
please, so that i may roll around in them
and bask in their glory!
BUT LOVE THE RESULTS
I know how we can calm people's fears about privacy!
We'll stop showing businesses the keywords folks use to find them!
(NOT PROVIDED)
PRIORITY 4 DIVERSIFY METRICS
LOCATION DEVICE PLATFORM SESSION BEHAVIOR
GROW THE OPT-IN HOUSE LIST
COMPLY WITH EU COOKIE LAWS
COMPLY WITH EU COOKIE LAWS
CONNECT THE DATA DOTS
WHAT NOW?
FUUUUUUUUUUUUUUUU.
4 TRENDS UBIQUITOUS SEARCH EMBEDDED SEARCH NO MORE SHORT CUTS PRIVACY INSANITY
4 PRIORITIES 100% DISCOVERABILITY LATENT AVAILABILITY START MARKETING FIND NEW METRICS
(AND WELL KEEP PREDICTING)
SEARCH & SOCIAL ARE ENTERING THEIR GOLDEN AGE
portent.co/signsportents
@portentint
