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How Bing is Socializing Search




Aya Zook
Senior Product Manager, Microsoft
Powered by Bing
                                                                                                                                  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, and10x     often more
than social media check-in sites.
Focus


Key Benefit



Bing Release
Focus
Users’         Users’
Attributes       Actions
                    Retweets
   Friends

                     Replies
  Followers
              Others that share the
                   same link

   Follows
                      Likes
100%
                                                                                               94%
                                 90%

                                 80%
                                                                                     78%
% of Tweets that include links




                                 70%

                                 60%
                                                                           57%
                                 50%
                                                                                                     % including link
                                                               45%
                                 40%                                                                 Linear (% including link)

                                 30%
                                                     25%
                                 20%

                                 10%
                                            4%
                                  0%
                                        0        1         2           3         4         5

                                 * Source: Editorial judgments Score
                                                          Quality
Naturally connected community               Spam marketing campaign

    Spammy communities are highly visible – don’t be part of one!
Things you already do          New things to consider

                                            Make it easy to Like and
Quality      Interesting & useful content
                                            Share content. Include links
                                            in Tweets and Updates

Trust        Trustworthy sites linking to   Trust-worthy people sharing
             your site; anchor text         your links or tweets; avoiding
                                            spammy clumps

Popularity   # of high quality links        # of people Retweeting or
                                            Liking what you said/shared
                                            in the last minute, hour, day,
                                            week

Timeliness Update your site, blogs          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
Aya Zook - How Bing is Socializing Search

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Aya Zook - How Bing is Socializing Search

  • 1. How Bing is Socializing Search Aya Zook Senior Product Manager, Microsoft
  • 2. Powered by Bing 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
  • 3.
  • 4.
  • 5.
  • 6.
  • 8. 2.5x more often than local city guides, 4x more often than online sites/reviews, and10x often more than social media check-in sites.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. Users’ Users’ Attributes Actions Retweets Friends Replies Followers Others that share the same link Follows Likes
  • 22. 100% 94% 90% 80% 78% % of Tweets that include links 70% 60% 57% 50% % including link 45% 40% Linear (% including link) 30% 25% 20% 10% 4% 0% 0 1 2 3 4 5 * Source: Editorial judgments Score Quality
  • 23. Naturally connected community Spam marketing campaign Spammy communities are highly visible – don’t be part of one!
  • 24.
  • 25. Things you already do New things to consider Make it easy to Like and Quality Interesting & useful content Share content. Include links in Tweets and Updates Trust Trustworthy sites linking to Trust-worthy people sharing your site; anchor text your links or tweets; avoiding spammy clumps Popularity # of high quality links # of people Retweeting or Liking what you said/shared in the last minute, hour, day, week Timeliness Update your site, blogs Be prepared to turn on a dime, and for the flash mob