This presentation is licensed under a Creative Commons Attribution 3.0 LicenseCreative Commons Attribution 3.0 License The future of search: localisation, personalisation and socialisation 11th Southern African Online Information Meeting Sandton Convention Centre, 5-8 June 2012 Karen Blakeman RBA Information Services Slides available on authorSTREAM and Slideshare

Trends in search Mobile Localisation Personalisation Social 22/10/2014www.rba.co.uk2 No longer straightforward text searching of web pages and documents

What it's all about MONEY! 22/10/2014www.rba.co.uk3

It's all about money! 22/10/2014www.rba.co.uk4 Google 2011 Revenues $37,905 millions (up 29% on 2010) Net Income $9,737 millions (up 26% on 2010) ncial/tables.html 2011 – 96% of revenues are from advertising Google has a problem....

Google's problem "How People Spend Their Time Online – Stephen's Lighthouse" spend-their-time-online/ spend-their-time-online/ 22/10/2014www.rba.co.uk5

But Facebook isn't a search engine – is it? Already has a search option (sort of) using Bing Facebook Delves Deeper Into Search - Businessweek delves-deeper-into-search delves-deeper-into-search If Facebook improves its web search many users will not bother leaving Facebook to go to Google for search, which means Google loses a significant amount of ad revenue 22/10/2014www.rba.co.uk6

Search engines and social networks –need to know more about you –where are you –need to know what sort of information you are interested in –need to know who your contacts are on-site and elsewhere –need to know about your activity elsewhere Personalise results 22/10/2014www.rba.co.uk7

Your browser, device, operating system... Panopticlick 22/10/2014www.rba.co.uk8

22/10/2014www.rba.co.uk9

You are here! 22/10/2014www.rba.co.uk10 Google.com =

Location information gone wrong! 22/10/2014www.rba.co.uk11

Mobile search 22/10/2014www.rba.co.uk % of volume of search via mobile Local search 20% via desktop, 40% via mobile (including tablets) But low CTR on mobile

22/10/2014www.rba.co.uk13 "Over the past year, smartphone ownership among American adults has risen from 35% of adults in 2011 to 46% in This means that the overall proportion of U.S. adults who get location- based information has almost doubled over that time period, from 23% in May 2011 to 41% in February The percentage of adults who use geosocial services like Foursquare has likewise risen from 4% in 2011 to 10% in 2012."

22/10/2014www.rba.co.uk14 \ \\\\\\\\\\ Amazon Online shopping (Ocado) Targeted advertising Personalisation

Encouraged to share 22/10/2014www.rba.co.uk15

Personalisation location past searches viewed in the past 22/10/2014www.rba.co.uk16

This is not like a loyalty store card or online store personalisation Not just you Your network connections, friends, followers, circles Everyone else? 22/10/2014www.rba.co.uk17

How far does personalisation go? Is Google really filtering my news? 9/is-google-really-filtering-my-news.html 9/is-google-really-filtering-my-news.html 22/10/2014www.rba.co.uk18

How far does personalisation go? A n Awfully Big Blog Adventure: The answer to your question... depends on who you are (Anne Rooney) question-depends-on-who.html question-depends-on-who.html 22/10/2014www.rba.co.uk19 Borromeo vs Borromeo

22/10/2014www.rba.co.uk20 Word cloud of top 20 results for a Google search on Prague (web history and social networks switched off, cookies cleared) Word cloud of top 20 results for a Google search on Prague (signed in to Google+ account, social networks and web history enabled)

Google's new Privacy Policy 22/10/2014www.rba.co.uk21 "Our new Privacy Policy makes clear that, if you’re signed in, we may combine information you’ve provided from one service with information from other services. In short, we’ll treat you as a single user across all our products, which will mean a simpler, more intuitive Google experience." Toward a simpler, more beautiful Google google.html google.html "we're more excited than ever to build a seamless social experience, all across Google"

Impact of changes on YouTube 22/10/2014www.rba.co.uk22 Gives me videos based on my web search history, linked to my location (Reading) plus a long list of videos mentioned by people in my Google+ circles. Targeted advertising?! I wonder how Google will customise my web search based on my YouTube viewing?

Google Enables Cross-Platform Local Search (As Carrot To Relinquish Your Privacy) ogle-enables-cross-platform- local-search-as-carrot-for-web- history ogle-enables-cross-platform- local-search-as-carrot-for-web- history Introducing a new local search experience across your devices - Inside Search uk/2012/03/introducing-new- local-search-experience.html uk/2012/03/introducing-new- local-search-experience.html 22/10/2014www.rba.co.uk23

Google Now Forcing All New Users To Create Google+ Enabled Accounts create-google-enabled-accounts-3912 Search Plus Your World (SPYW) referred to as Search+ now available in Google.com and is the default. Gives priority to content from people in your Google+ network if you are signed in to your account. (And the next Google killer is….Google! killer-is-google/ ) killer-is-google/ 22/10/2014www.rba.co.uk24

22/10/2014www.rba.co.uk25 SPYW currently being tested on Google.com Top results (blacked out for privacy reasons) were from one of my Google+ circles and from people who restricted access to the postings. Take care when providing information to users.

Google Knowledge Graph 22/10/2014www.rba.co.uk26

Google Knowledge Graph 22/10/2014www.rba.co.uk27

Facebook profile Google+ profile 22/10/2014www.rba.co.uk28

22/10/2014www.rba.co.uk29 Bing Relaunches, Features New Social Sidebar : tries-again-with-search-meets-social tries-again-with-search-meets-social

'Social' can affect all types of web activity 22/10/2014www.rba.co.uk30 Advertising based on Facebook friend's interests & work Details of Facebook friend's activity using Economist app Article "recommended" by a friend on Facebook.

Logged out of Facebook 22/10/2014www.rba.co.uk 31 Advertising now based on part of my search history (renewable energy) Am I being told off for not being logged in to Facebook?

The Independent newspaper 22/10/2014www.rba.co.uk32

22/10/2014www.rba.co.uk33 Facebook Social Readers Are All Collapsing all-collapsing all-collapsing

Signing in and sharing to gain access to data 22/10/2014www.rba.co.uk34

Allow local, personalisation and social? Not necessarily a bad thing Fantastic when you're on the move A different point of view But does bias results What I see on my screen is not what you'll see on yours Be aware of potential privacy issues regarding friends and contacts in social networks when providing results to your users and clients 22/10/2014www.rba.co.uk35

Really don't want it when searching? Log out of all search and social accounts Try a a search tool with less or no personalisation: DuckDuckGo, Yandex.com, Blekko, millionshort.com Chrome Incognito (still keeps location) Actively manage/delete search cookies 22/10/2014www.rba.co.uk36

Social, personal and the law collide - the "cookie law" 22/10/2014www.rba.co.uk37 Cookies Regulations and the New EU Cookie Law - ICO mmunications/the_guide/cookies.aspx mmunications/the_guide/cookies.aspx

Mobile is here to stay and will increase Localisation, personalisation and socialisation are here to stay As part of search they can give an important, alternative point of view. Understand how they influence results, how to avoid their impact when necessary, but also how they can be used as part of a better search strategy. 22/10/2014www.rba.co.uk38

Thank you. Please share! 22/10/2014www.rba.co.uk39