Presentation on the Link Between Search Engine Marketing and Social Media by Bryan Simkins of FedEx at SES Chicago 2009.

1. Social Search Bryan Simkins: FedEx Advertising December 7 th 2009

2. Ability to Find/Process Information and Use Effectively On February 10, 1996, Deep Blue became the first machine to win a chess game against a reigning world champion (Garry Kasparov) under regular time controls. However, Kasparov won three games and drew two of the following games, beating Deep Blue by a score of 4–2 (wins count 1 point, draws count ½ point). The match concluded on February 17, 1996. Big Blue Garry Kasparov Vs.

3. How Do We Find Information? Gutenberg 1450 Morse 1850 1900’s Farnsworth 1927 Aristotle and Plato

4. The Good Ole Days Of The Interweb By Golly, I’ve done it!

5. HTML

6. Computers Answered All Our Questions! Algorithm and Meta-Data Mania!

7. Save That Page! We wanted to save pages that we found through search.

8. Share That Page! We wanted to share pages that we found through search.

9. Geo-Relevant

10. Dumb IT Down

11. Dumb IT Down

12. Anybody Can Push Content To World

13. Ecosystem of User Generated Content Was Created

14. Search Was Old News

15. But Their Disappearance Was Brief

16. Moving Beyond Algorithms to API’s

17. Search Comes Back! Yea! Algorithm + API’s = Future of Search Traditional: Relevancy Real-Time: Recency

18. Aggregating Stored and Real-Time Information

19. Man or Machine? Deep Blue was then heavily upgraded (unofficially nicknamed "Deeper Blue") and played Kasparov again in May 1997, winning the six-game rematch 3½–2½, ending on May 11, finally ending in game six, and becoming the first computer system to defeat a reigning world champion in a match under standard chess tournament time controls. After the loss, Kasparov said that he sometimes saw deep intelligence and creativity in the machine's moves, suggesting that during the second game, human chess players, in violation of the rules, intervened. IBM denied that it cheated, saying the only human intervention occurred between games. The rules provided for the developers to modify the program between games, an opportunity they said they used to shore up weaknesses in the computer's play that were revealed during the course of the match. This allowed the computer to avoid a trap in the final game that it had fallen for twice before. Kasparov requested printouts of the machine's log files but IBM refused, although the company later published the logs on the Internet. Kasparov demanded a rematch, but IBM declined and dismantled Deep Blue. Big Blue Garry Kasparov Vs.

20. The Machine Is Us: Michael Wesch - Kansas State We will always be the producers of the information/content! We will always be finding new machines to help create, distribute, store and find the information we produce!

21. Bryan Simkins: FedEx Advertising [email_address] Social Search