2. EY: Microsoft SharePoint Server 2013 Search Adoption Microsoft Ignite Spring 2015

3. Page 3 The context for knowledge: our organization EY is an organization of member firms operating in 150 countries. ► We collaborate globally to offer audit, tax, transaction and advisory services. ► Each service line has a wide, diverse range of business units and offerings. ► Our organization is constantly growing and evolving. We compete in a market where insights are the product: knowledge is and will be a key differentiator.

4. Page 4 The context for knowledge: our people Our 190,000 people are our greatest asset. ► Their collective intelligence drives a client experience that is connected, responsive and insightful. ► They could be working from any site in any location. ► We have a large population of Millennials accustomed to being self-sufficient through the internet and connected by social networks. We must be able to connect people to each other and to the best of EY’s knowledge anytime, anywhere.

5. Page 5 Search success

6. Page 6 Achieving success ► 500% growth in use of search since adopting SharePoint platform ► 800% growth in content available via search since adopting SharePoint platform ► This success is due to five key success factors: ► Indexing the right content ► Optimizing that content for search ► Measuring search ► Making a great user interface for search ► Listening to your users

7. Page 7 Index the right content

8. Page 8 Three key items for search Content Content we have but don’t make available: ► Not in index ► Not optimized for search ► Not available Content we have, that we don’t need: ► Redundant ► Outdated ► Trivial Content we think we have but don’t.

9. Page 9 How do you know what is the right content? ► User surveys ► Stakeholder feedback ► Search logs ► Top queries ► Zero hit queries ► Abandoned queries

10. Page 10 Top queries ► A report that shows the most popular search keywords within a certain time frame ► Typically, follows a Zipf curve, where the first 20% of the queries are responsible for 80% of the traffic

11. Page 11 Zero result queries A report that shows search keywords producing no results, ranked by popularity ► Look for missing content ► Discard malformed queries, but look for opportunities for spellchecker ► Monitor for special character and encoding bugs ► Highlight gaps and opportunities ► Communicate customer needs to other departments ► Add appropriate terms to spell-checking dictionaries

12. Page 12 Optimize that content for search

13. Page 13 Make the obvious, obvious

14. Page 14 Basic search engine optimization is so obvious, most people don’t think of it ► Titles are frequently repetitive and vague. ► Abstracts often don’t include key search terms. ► File names don’t reflect the content of the document.

15. Page 15 Find the heavy submitters then target your fixes ► Identify the most important content and the heaviest submitters of that type of content ► Create training targeted at those users: ► Focus on most frequent mistakes ► Highlight best practices ► Customize and reuse the base material for several different target groups Awareness is self-perpetuating – once people realize the impact of their metadata, it becomes habit.

16. Page 16 Headings are important ► Focus on key topics in content ► Average keyword/phrase searches are just three words. ► Use keywords/phrases: ► Keyword: Tax ► Key phrase: 2009 tax legislation ► Be specific: ► General: strategy implications ► Specific: IPO strategy implications

17. Page 17 What is a good heading for enterprise SEO? ► Searching for a car on the web: ► Worst: big sale you can’t miss ► Bad: transportation that fits your style ► Better: car for sale ► Best: red 5 speed sports sedan, like new, great price ► Search for IPO content: ► Worst: what you need to know ► Bad: process insights from a leader ► Better: going public and trying to identify your next steps? ► Best: IPO, five insights into taking a company public ► Other examples – http://www.useit.com/alertbox/headlines-bbc.html

18. Page 18 Titles are important We do not sell fabrics

19. Page 19 Document properties ► Complete the document properties: ► This metadata will improve search results ► Opportunity to include keywords and other information not normally included in the content

20. Page 20 What does metadata do for me? ► Metadata lets the author of content “tag” the content with the right terms: ► Service line, sub service line ► Geography ► Industry ► Topic ► These allow the person who is looking for the content to find the content.

21. Page 21 Metadata takes this...

22. Page 22 … and turns it into this!

23. Page 23 Measuring search

24. Page 24 Measuring relevance ► Measuring the relevance of search results often requires a subjective, user-based evaluation of a query and its results. ► This takes significant effort. ► We can automate this process as much as possible, though the approach still requires regular updating to keep current.

25. Page 25 One way to measure relevance ► Identify “ideal” documents or results for a given keyword search: ► Use your users; these documents represent the best possible result, in our experts’ opinion ► Measure the search against this ideal: ► Conduct the keyword search against your content and count how many ideal documents are found and where ► This test can be used to gather three metrics of relevancy: ► Precision, which measures the exactness of the result ► Recall, which measures the completeness of the result ► Mean reciprocal rank, which measures the position of the best document within the result set

26. Page 26 Identify the queries ► Real queries from your search logs, or end users: ► We use our search logs and a network of users to determine the queries we measure. ► Users represent the G10, BRIC and other key countries within the firm. ► Search logs are reviewed and top queries are culled out for measurement. ► We also include queries that the users find important. ► The content the users expect to see for those queries: ► We ask the users to supply us with the expected right answers for their areas of expertise: ► Based on location ► Based on work they do ► We have other stakeholders also provide the right answer ► The response from the search engine: ► We run the queries against the search engine and compare those results to the right answers supplied by the subject matter resource (SMR) and stakeholders.

27. Page 27 Once you can measure, tune ► Focus on improving the poor queries: ► Create missing content or notify responsible parties ► Work to improve existing content’s quality ► Create impactful Query Rules to present the right content ► Adjust the search relevancy factors

28. Page 28 Make a great user interface for search

29. Page 29 A great search user interface requires: ► Leveraging concepts from internet search ► Faceted search ► Requires managed metadata ► Limit to most important for your users ► Auto complete ► Curate the whitelist ► Best bets ► Spell suggest ► Suggested queries ► Knowing what not to include ► User experience studies

30. Page 30 Listen to your users

31. Page 31 Listen to your users ► Start with the search logs! ► Clearest, most unambiguous message you will hear from users is their actions ► Are your users finding what they are looking for? ► Incorporate a feedback button on search results page ► Follow up on negative feedback! ► Ask for specific examples and optimize the content where possible ► Request additional examples of bad search experiences and fix them ► Build a representative network of users ► Talk to them regularly ► Identify areas of concern and address them ► Share the data with stakeholders ► Develop a roundtable of senior leaders around search ► Show the impact of a great search experience on your business objectives

32. Page 32 Questions?

33. Page 33 Thank you! Ed Dale Search Services Manager Ernst & Young LLP ed.dale@ey.com @EdDale

34. EY | Assurance | Tax | Transactions | Advisory About EY EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities. EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients. For more information about our organization, please visit ey.com. Ernst & Young LLP is a client-serving member firm of Ernst & Young Global Limited operating in the US. © 2015 EYGM Limited All Rights Reserved. 1501-1387669 EC ED None This material has been prepared for general informational purposes only and is not intended to be relied upon as accounting, tax or other professional advice. Please refer to your advisors for specific advice. ey.com/knowledge