the connected user - icrossing client event may 2010

The Connected UserRoyal Opera House :: 7th May 2010

Erica Marshall@flickr

Jason RyanNilhan Jayasinghe

What is a connected user?

Web 1.0 Brochure ware

Domain specific

experience

Online shopfront

What is a connected user?

Web 2.0Connected web

Content distribution tools

User in control of UI

Network of experiences

Connected brands

euskeratsky@flickr

Digg – a distributed brand experience

What is a connected user?

Web 3.0?Connected user

Social graph

Social context

Semantic web

User-driven web

jurvetson@flickr

The Social Graph

The Social Graph

Facebook Like button

Facebook Like button

www.likebutton.me

Facebook Like button

Good news for Facebook

Users – data privacy ?

Site owners (brands/organisations) – what is in it

for them ?

Whose data is it?

From Page Rank to the Social Graph

Links: a limited view

Troubled linksRich get richer

Easy to spam

Ambiguity and

context

Subjectivity

Publisher vs.

searcher

New signals…

The Vince Update

User data

Semantic

relationships

New search signals

Results (post Vince)

Google knows you

Personalised search

What I mean

Who I know

Who I like

The Social Graph

What your friends are saying?

Social Search

Recommendation

Dissatisfaction

Engagement

Real-time search

Google integration

Twitter hot topics

Search interface update

Link graph vs. Social graph

So what?

Erica Marshall@flickr

Personalisation as a channel

Bitrot @flickr

Personalisation as a channel

Personalisation as a channel

Research Destination

Research Destination

ComparePrice

ComparePrice

ResearchHotel

ResearchHotel BookBook Review &

ShareReview &

Share

1 3

64

52

7

User Goal: Book a cheap holiday online.

Search EngineSearch Engine

Brand websiteBrand website

Price ComparisonPrice Comparison

Social MediaSocial Media

8

9 10

User-centric planning

User-centric planning

CREATIVE

SOCIAL

SEARCH

RESEARCHSTRATEGYPLANNINGEVALUATION

User-centric evaluation

What does it mean?

Visibility is about more than SEO

User data will redefine how we discover

content

Next generation web architecture ?

Page Index (Google) vs. User Index

(Facebook)

What does it mean for brands?

The bad news…

Rapid innovation

A moving target

The good news…

Take the user view - underlying motivations do not change

Listen and measure

Client/agency

partnershipsDorgunnur Dorsdottir@flickr

Putting it in perspective

1/3 of all search queries are Navigational

1/3 of all search queries are Commercial

1/3 of all search queries are Informational

400M+ Facebook users vs. 20B+ pages

indexed by Google

Links will always be a signal

‘Blue Hat’

Questions to ask…

Do we know where our customers are?

Are we listening to them?

Are they likely to discuss, link to and ‘like’

our content?

Are we building relationships and

connections?

Are we planning in silos or across teams?

How are we measuring success?

Thank you

Erica Marshall@flickr

jason.ryan@icrossing.co.uk / @jasonryannilhan.jayasinghe@icrossing.co.uk / @nilhan