"Real-Time Search" as presented by Rob Garner, Senior Strategy Directory, iCrossing, at the Search Engine Strategies Conference in San Francisco on Thursday, August 19, 2010.

1. REAL-TIME SEARCH
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2. What‟s the big deal about real-time?
• To be successful, real-time needs these two unique
aspects
1) It must have a crawler-based algorithm
2) It must have a human-driven social layer
• Just like image search, local search, news search,
etc., real-time search is an important segment of
web search
• Trust and authority are paramount to its success
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3. There is more to real-time than just Tweets
Consider the following elements of “in-the-moment”
content:
• Forums
• Blog posts
• Comments on blogs
• Webpages
• Feeds
• Microformatted data
Real-Time Search Is Much Bigger Than Just Twitter , Search Insider
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=113613
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4. The new „R‟ word in search: Recency
Recency in Real-Time Search: It's Much Broader Than Just 'Right Now' , Search Insider
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=114558
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5. Examples of Search Recency
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6. Ex. Search for current information, last 30
days – “hotel coupon”
Search for “hotel coupon”: Each result yielded a current and valid coupon
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7. Ex. Search over the last few days
“SXSW” “SESSF”
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8. Social relevancy:
It‟s just common-sense SEO
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9. Social Relevancy: How engines are looking at Twitter
Consider the parallel aspects of websites, and Twitter accounts
• Domain authority : username authority
• Duplicate content : retweeted content
• Blogging freshness : content freshness : microblogging freshness
• Links : number of followers
• Quality of links : Quality of followers
• Inbound links vs. outbound links : ratio of followers in contrast to the
number of people followed
• Linking to bad : good neighborhoods
• Themes of Twitter users
A Big Week For Real-Time And Social Search, Search Insider
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=116320
What An Algorithmic Approach To Twitter's Social-Search Layer Might Look Like, Search Insider
http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=109358
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10. Should SEO‟s be concerned about ranking in this little box?
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11. Engagement
Engage one bird and you might attract the whole flock
• Engaging users in search via content translates to spreading of
content
• Engaging users in networks allows content to spread like wildfire,
which picks up positive search effects along the way
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Copyright iCrossing - Proprietary

12. MARKETING IN THE
NOW
August 19, 2010
Rob Garner
SES – San Francisco
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13. Consider this: Much of what we do
“right now” shapes who and what we
are for the long-term

14. The web is evolving into a real-time,
networked, and synaptic environment

15. One that is acting more like a
digital organism, rather than a
set of connected nodes

16. Yet many marketers and brands are still
resigned to a passive, rather than
active and agile approach to marketing

17. While they may be connected, they are
not fully alive and present

18. The current state of this evolution is not so
much about “social networks”…
…as it is about hitting a tipping point with
a society that is networked

19. …exclusion from the network is tantamount to
digital non-existence

20. “People” aren't just “searching”…
…real people with complex intentions and
problems are searching and finding
something
right now

21. …through active and passive publishing,
there is a profoundly meaningful
opportunity to connect

22. Published content is disseminated
instantaneously
The fundamental principles of search and network
marketing apply

23. Networks/Social
Traditional
(Earned & paid media) Externally & socially
owned network
presence
Search
Proprietary web
site(s) or apps
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24. In this landscape, your
marketing efforts are only as
good as what you are doing
“right now”

25. A few simple truths about the new nature of
MARKETING IN THE NOW
AND CONNECTEDNESS
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26. Brands and marketers must now be
publishers
“Publishing” is words, thoughts, status, images,
feeds, video, applications, conversation, and more

27. A brand‟s identity must embody the
spirit of its audience

28. As a brand, you are what is
published about you
That means both, “what you say about yourself,”
and “what other people say about you.”

29. Market research will help you
better know your audience

30. It is a marketer‟s obligation to
listen and act on the data that is
provided and available

31. Brands and marketers must
engage with their audience and
networks

32. Your organization and audience
are your primary networks

33. This is more than just search, social, or internet strategy.
Being present and “in the moment” is
about marketing strategy

34. THANK YOU
Rob Garner
Sr. Strategy Director
iCrossing.com
Rob.Garner@icrossing.com
@robgarner
214.676.2089
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