Stefan weitz-sic-2011

SearchStefan Weitz

Director, Bing

ocia

l

Decision Engine?

Relevance

Speed

Index Quality

Multimedia

Reduce Anxiety

Pre Process Web

Information

» Ratings» 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

LO

GIC

Relevance

Speed

Index Quality

Multimedia

Reduce Anxiety

Pre Process Web

Information

Sessions not Queries

Reduce Overload

LO

GIC

+

90% seek advice from family and friends before making a decision

80% of people delay making a purchase online before talking to someone

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.

EM

OTIO

NDecision Engine?

Firs

t…

1.857

2

23,00075

The C

ase

for

Soci

al

Dawn of Civilization - 2003

5 EXABYTES OF DATA

Obje

ctiv

eExamine how people

make sense of the web

Quest

ion

Have people realized

this? Do people rely

on others today?

Deciding on Everyday Purchase(n=558)

Finding a new

service provider (n=552)

Finding a new dr, realtor, financial

advisor, or lawyer (n=560)

Picking a hotel, B & B, or vacation

rental(n=574)

Getting movie, music, or book

recos(n=586)

Getting advice on a personal

problem (n=582)

Getting help with a

technical problem(n=576)

Reviews on retailer's sites 58% 22% 17% 31% 51% 18% 26%Online review sites 40% 56% 43% 52% 39% 13% 22%On social networking sites 29% 18% 19% 23% 27% 33% 17%Forums or discussion lists/boards 26% 34% 43% 29% 27% 38% 57%

Q&A sites 25% 25% 28% 27% 14% 35% 50%Blogs 17% 12% 9% 13% 15% 27% 17%

Reviews on retailer’s sites 46% 15% 8% 19% 43% 12% 10%Online review sites 17% 45% 33% 41% 18% 6% 12%On social networking sites 13% 10% 10% 12% 15% 24% 9%Forums or discussion lists/boards 9% 16% 30% 12% 11% 25% 40%

Q&A sites 9% 9% 15% 13% 5% 24% 25%Blogs 5% 3% 3% 2% 7% 9% 4%

IN9. Please indicate where you typically find opinions online when <Insert item from IN1>. Select all that apply. IN10. Please indicate your most preferred option for finding opinions online when <Insert item from IN1>. Select one.

= Top 2 Responses

People Rely on Others… UnevenlyAl

l Opti

ons

Mos

t Pre

ferr

ed

Opti

ons

Deciding on Everyday Purchase(n=558)

Finding a new

service provider (n=552)

Finding a new dr, realtor, financial

advisor, or lawyer (n=560)

Picking a hotel, B & B, or vacation

rental(n=574)

Getting movie, music, or book

recos(n=586)

Getting advice on a personal

problem (n=582)

Getting help with a

technical problem(n=576)

0 Sites 2% 5% 8% 2% 3% 13% 6%1 Site 13% 11% 11% 7% 20% 18% 16%2 Sites 29% 31% 20% 26% 35% 24% 23%3 Sites 26% 23% 20% 25% 21% 20% 22%4 Sites or more 31% 31% 40% 40% 22% 25% 33%Mean 3.4 3.2 3.9 4.1 2.7 2.7 3.6 1 6% 7% 6% 5% 6% 12% 8%2-5 46% 51% 35% 45% 52% 45% 50%6-9 24% 19% 29% 23% 27% 27% 26%10-49 22% 20% 30% 22% 12% 15% 13%50-99 0% 2% 0% 3% 1% 0% 2%100 or more 1% 1% 0% 2% 2% 0% 0%Mid-Point mean 11.6 11.8 12.5 14.3 10.7 8.7 9.1

IN11. How many websites would you typically visit to get opinions regarding <Insert item from IN1>. Please use whole numbers. IN12. How many individual opinions would you need to feel confident about your decision when <Insert item from IN1>?

Diversity of Sources, People is CriticalN

umbe

r of

Web

site

sN

umbe

r of

Indi

vidu

als

41%41%55% 69%49% 78% 33%

What

Do W

e

Find?

People need people

Quest

ion

How do people decide

who to listen to?

Advice on a personal problem

Help with a technical problem

New doctor, realtor, financial advisor or lawyer

New Home Service Provider

Movie, music, or book recommendations

Everyday Purchase

Hotel, Bed & Breakfast, or vacation rental

77%

17%

50%

39%

47%

45%

29%

13%

64%

24%

22%

10%

10%

17%

11%

19%

26%

39%

43%

44%

55%

Most Important Source of Opinions by Task

Users Experts People I know

Experts? Meh.

Day-to-Day Commercial Entertainment

Technical Problem

Personal Problem

Everyday Purchase

Doctor, Realtor, Lawyer

Home Service Provider

Hotel, B&B, Vacation Rental

Movies, Music, Books

Expertise

Expert

More Experienced

Smart

Personal Personal Relationship

Personality Traits

Practical

Open-Minded

Taste/ Preferences

Share Preferences

Picky

Great Style

Demog-raphics

Same Geo

Same Age

IN5. Thinking specifically of <Insert item from IN1>, which of the following characteristics are important to you when getting an opinion from someone you personally know and trust? Select up to 5 responses.

TasksInfluencer

Characteristics

Decision Influence Factors Vary

What

Do W

e

Find?

People need peopleExpertise, Demo are

overrated

Quest

ion

Where and what are

they asking?

Facebook (n=1267)

Twitter (n=619)

Google+ (n=550)

LinkedIn (n=518)

MySpace (n=517)

7%

6%

5%

2%

1%

17%

11%

8%

5%

6%

18%

8%

8%

4%

4%

24%

22%

18%

15%

17%

34%

53%

61%

75%

71%

Daily or more than once a day One to a few times a week A few times a month

Less than once a month Never

SN2. How frequently do you post a question as your status? Significantly greater than other segment (95% c.l.)

Social Networks Reign Supreme for Questions

Start a conversation (e.g., what are the Chargers chances to make the Super Bowl?)

Get an opinion on something (e.g., should I wait for the iPhone 5 or just go with the iPhone 4?)

Make an invitation (e.g., does anyone want to see this show with me?)

Get recommendations (e.g., what new bands should I check out?)

Copied from someone else’s status (e.g., everyone answer this question: what was I wearing the first time you met

me?)

Get “How to” help (e.g., how do you get gum out of your carpet?)

Ask for a favor (e.g., can anyone babysit tonight?)

Networking (e.g., I have a job opening on my team. Do you know anyone who might be interested?)

Make an offer (e.g., I’m selling my car. Is anyone interested?)

28%

24%

12%

9%

7%

6%

5%

5%

4%

SN3. What was the purpose of the most recent question you asked one of your social networks?

Using Social Networks for Decision Making

Just for fun/to satisfy my curiosity

I wanted a variety of responses

I wanted to connect with other people on my social network

To get opinions from people I know because I trust them more than strangers

I know people in my network share my tastes

I thought it would be faster

It wasn’t the kind of question you can ask a search engine

It’s easier

I knew someone in my network would have the right expertise to answer this question

I wanted more complete information

I thought I’d get a higher quality answer

I had already tried other resources and couldn’t find the answer

37%

30%

27%

24%

19%

17%

16%

16%

15%

8%

5%

4%

SN5. Why did you ask this question of your social network? Select up to 3 responses.

Questions Get Asked for Diversity, Closeness

What

Do W

e

Find? People need people

Expertise, Demo are

overratedUse SN to solicit opinions

Quest

ion

How do they use these

opinions?

0% 25% 50% 75% 100%

Q : What exactly do you consult then about products, brands and/or companies? Consulting information about...

...positive experiences others had

...negative experiences others had

...the launch of a new product, brand, or company

...feedback about products/services others received from a company

...promotions others saw

...games and contests related to the products, brands or companies

...online advertising others saw or heard about

...advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about

Europe regionsEurope

People Look for Experiential Opinions

N Europe = 2876 / F = If consulting information

62% look for positive experiences others had with a product, brand or company

62%

53%

45%

45%

40%

32%

28%

25%

EuropeWestNorthEastSouth

http://www.insites.eu/


Q : You’ve indicated that you sometimes consult information about products, brands and/or companies. When doing this, which social network sites do you use for consulting that information?

Facebook

Twitter

Vkontakte

LinkedIn

MySpace

Hi5

Xing

Netlog

Badoo

Hyves

Orkut

QZone

Tagged

Ning

Habbo

Bebo

Friendster

74%

14%

13%

6%

5%

3%

3%

3%

2%

1%

1%

1%

1%

0%

0%

0%

0%

0% 25% 50% 75% 100%



N Europe = 2876 / F = If consulting information

Facebook is the place to consult information about products and brands

Again, on FB



0% 25% 50% 75% 100%

Q : When you consult information about products, brands and/or companies, does this information have an impact on your intention to buy the product / brand / something of the company? (top2%, 1-5)

Positive experiences others had

Feedback about products/services others received from a company

The launch of a new product, brand, or company

Promotions others saw

Negative experiences others had

Games and contests related to the products, brands or companies

Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about

Online advertising others saw or heard about


Impact of consulting on buying intentionPositive experiences are also reported to have the highest impact on buying intention

N Europe = 2876 / F = If consulting in general

52%

32%

29%

25%

23%

19%

15%

14%



24

0% 25% 50% 75% 100%

Q : When you consult information about products, brands and/or companies, does this information have an impact on your opinion about the product / brand / company? (top2%, 1-5)

Positive experiences others had

Feedback about products/services others received from a company

The launch of a new product, brand, or company

Promotions others saw

Negative experiences others had

Games and contests related to the products, brands or companies

Online advertising others saw or heard about

Advertising via traditional media (e.g. tv, radio, magazine, etc.) others saw or heard about


Impact of consulting on brand perception

Positive experiences are reported to have the highest impact on brand opinion

54%

32%

32%

28%

26%

21%

16%

15%


N Europe = 2876 / F = If consulting in general



What

Do W

e

Find? People need people

Expertise, Demo are

overratedUse SN to solicit opinionsOpinions influence

buying/brand

Bringing it into Search

Trusted FriendsThe Human

SignalEnabling

Conversation

Bing: More Human

Key Benefit Bring their traces with you

Better basic search from

everyone to just you

Find the “expert”

Bing Release Focus Opinion Infusion Interest Infusion

Shopping, Travel, People

Finder

Focus

Rising Above the Noise

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

Plus…

Behind the Scenes

People Share and Like Content

Content Goes to Facebook and Twitter

Public Information

Comes to Bing, real-time

Content Processing and

Indexing

Ranking and Annotation

User Experience

Reputation: More Than Followers

Users’ Attributes

Friends

Followers

Follows

Users’ Actions

Retweets

Replies

Others that share the same link

Likes

Social Spam?

Content and Links = Still Important

* Source: Editorial judgments

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 50%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

94%

78%

57%

45%

25%

4%

% including linkLinear (% including link)

Quality Score

% o

f Tw

eets

that

inclu

de lin

ks

Spotting spammy behavior

Naturally connected community

Spam marketing campaign

Spammy communities are highly visible – don’t be part of one!

What about serendipity?

Who Cares?

SAFETY HIGHER SUCCESS

MORE HUMANHAPPINESS

Stefan weitz-sic-2011

Technology

Transcript of Stefan weitz-sic-2011