Search turns social - resistance is futile
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http://www.flickr.com/photos/nathaninsandiego/2657968027/ Nathan Rupert, "San Diego Shooter"
This presentation is licensed under a Creative Commons Attribution 3.0 License
Search Turns Social - Resistance is Futile
CILIP in Hants & Wight, 18th April 2012, The Pilgrims' School, Winchester
Karen Blakeman
RBA Information Services
Slides available at http://www.rba.co.uk/as/ and on authorSTREAM and Slideshare
karen.blakeman@rba.co.uk
Twitter: @karenblakeman
http://www.rba.co.uk/
Borg (Star Trek) - Wikipedia http://en.wikipedia.org/wiki/Borg_(Star_Trek)
"Pursuit of perfection"
"The concept of perfection is the unifying idea at the core of the Borg. The pursuit of an unemotional, mechanical perfection is the Borg's only motivation. This is achieved through forced assimilation, a process which takes individuals and technology, enhancing and controlling them."
"We will add your biological and technological distinctiveness to our own. Your culture will adapt to service us. Resistance is futile."
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I have suffered in order to bring you this presentation
For one month I enabled my search history; stayed logged in to Google, FB, Bing etc; allowed so-called targeted ads; disabled Ad Blocker. It has been Hell on Earth!
I have redacted personal information from some of the screen shots in this presentation.
What is a search engine?
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Alastair Campbellhttp://companycheck.co.uk/
How do search engines search and sort?
Depends on your location, computer/device, browser, past searches, which sites you have looked at in the past, your +1s, your likes, sites blocked by you and your social connections, which social networks you are signed in to, your connections, what you had for breakfast...and (especially in Google's case) whatever the search engine decides you REALLY want to search for.
“Dear Bing, We Have 10,000 Ranking Signals To Your 1,000. Love, Google” http://searchengineland.com/bing-10000-ranking-signals-google-55473
Over 200 hundred “signals” and each may have over 50 variations11/04/23 www.rba.co.uk 5
Search is about...
Money
Which is obtained through...
Advertising
Which means...
"THEY" need to know a lot more about YOU
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Even if you don't have a Google account Google
probably still knows about you!
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2001 Revenues $86,426 thousandsNet Income $10,964 thousands
2011Revenues $37,905 millionsNet Income $9,737 millionshttp://investor.google.com/financial/tables.html
2011 – 96% of revenues are from advertising
Google controls 46% of online advertising Google is mass market consumer oriented. It needs to know a lot more about YOU in order to deliver targeted advertising in order to make you click on stuff and buy stuff.
New How People Spend Their Time Online – Stephen's Lighthouse http://stephenslighthouse.com/2012/03/14/how-people-spend-their-time-online/
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The Mounting Minuses at Google+ - WSJ.com
http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html
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But Facebook isn't a search engine – is it?
Facebook Delves Deeper Into Search - Businessweek http://www.businessweek.com/articles/2012-03-28/facebook-delves-deeper-into-search
Phil Bradley's weblog: Facebook challenging Google on search RSN http://philbradley.typepad.com/phil_bradleys_weblog/2012/04/facebook-challenging-google-on-search-rsn.html
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Remember – in 2011 96% of Google's revenues were from advertising
Google ads do not appear on only Google properties - "Ads powered by Google"
Dozens of other advertising networks follow you around watching what you search, click on and visit
Information you have revealed to social networks is an important part of the mix
Boundaries between search and advertising are becoming blurred
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Google tells you more than many others about what it thinks you are interested inhttp://www.google.com/ads/preferences/
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You can opt out of some targeted advertising – you will still see generic ads– not all ad networks are part of opt-out schemes– UK/EU cookie laws
Network Advertising Initiativehttp://www.networkadvertising.org/managing/opt_out.asp
Your Online Choices - IAB http://youronlinechoices.com/
Google Chrome "Keep my opt-outs" extension
Browser based "do not track" options, for example Firefox
Browser cookie controls
Automatically delete cookies when logging out/closing down
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Network Advertising Initiativehttp://www.networkadvertising.org/managing/opt_out.asp
Google's new Privacy Policy
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"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."
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Toward a simpler, more beautiful Google http://googleblog.blogspot.co.uk/2012/04/toward-simpler-more-beautiful-google.html
"we're more excited than ever to build a seamless social experience,
all across Google"
YouTube
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Plus a long list of videos mentioned by people in my Google+ circles
Targeted advertising?!
What does Google know about you?
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Look in Google account dashboard http://www.google.com/dashboard/
Google personalisation: web history isn’t the only problem http://www.rba.co.uk/wordpress/2012/02/22/google-personalisation-web-history-isnt-the-only-problem/
Google's new(ish) social network Google Plus (Google+)
http://plus.google.com/
Google Now Forcing All New Users To Create Google+ Enabled Accounts
http://marketingland.com/google-now-forcing-all-new-users-to-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! http://www.rba.co.uk/wordpress/2012/01/30/and-the-next-google-killer-is-google/ ) 11/04/23 www.rba.co.uk 22
Facebook profile Google+ profile
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BeforeAfter
SPYW currently being tested on Google.com
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SPYW currently being tested on Google.com
Google Enables Cross-Platform Local Search (As Carrot To Relinquish Your Privacy) http://searchengineland.com/google-enables-cross-platform-local-search-as-carrot-for-web-history-113811
Introducing a new local search experience across your devices - Inside Search http://insidesearch.blogspot.co.uk/2012/03/introducing-new-local-search-experience.html
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Google to Launch Third-Party Commenting Platform http://thenextweb.com/google/2012/03/27/google-to-launch-third-party-commenting-platform-to-rival-facebook/
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Bing - Adapting Search to You http://www.bing.com/community/site_blogs/b/search/archive/2011/09/14/adapting-search-to-you.aspx
Bing to use Facebook, Twitter more in fight against Google | ZDNet : http://www.zdnet.com/blog/facebook/bing-to-use-facebook-twitter-more-in-fight-against-google/8631
Signed in to Facebook
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Advertising based on Facebook friend's interests & work
Details of Facebook friend's activity using Economist plugin
Article "recommended" by a friend on Facebook.
Logged out of Facebook
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Advertising now based on part of my search history (renewable energy
Smacked wrists for not being logged in to Facebook!
The Independent
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http://www.makeuseof.com/pages/best-google-search-tips-pdf
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Blekko.com
"When you search, we collect your search queries organized into sessions that last up to four hours. If you have not opted out of Facebook totally, blekko will send every query to Facebook to search public comments related to your search."
"On your blekko account, you may also interact using your social media account. ...... We also import your Facebook likes and public comments of your friends to make your searches more personalized to you."
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When you really DO want to search social media the main search engines don't make it easy! Social media is an essential part of many types of research.
Search within the network itself – means you must have an account
Use specialist search tools– come and go
– not comprehensive
– need to use more than one
– a few examples are shown in the following slides. For more information on social media search tools see Phil Bradley's presentations http://www.slideshare.net/Philbradley/
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Google results page side bar
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'Everything' does not search everything
Videos is not YouTube
Not clear how discussions are identified
'Social' is not just Google+. Look in your dashboard to see who Google has decided to include.
No Twitter option anymore and Twitter coverage is sporadic.
Topsy.com
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Socialmention.com
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Icerocket.com
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Paper.li - create your own newspaper
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Paper.li – individual Twitterstreamhttp://paper.li/karenblakeman
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Paper.li – keyword http://paper.li/karenblakeman/1321447614
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A reminder ....
Search is about...
Money
Which is obtained through...
Advertising
Which means...
"THEY" need to know a lot more about YOU
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Is resistance futile?
Personalisation and the use of social connections in search is not always a bad thing – learn how and when to use it to advantage
Try a different search engine– DuckDuckGo.com– Yandex.com
Sign out of accounts, clear/manage cookies, manage or switch off your search history
Use Chrome Incognito (Chrome owned by Google!)
Learn advanced search commands
In Google use the Verbatim option
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Verbatim
Forces Google to run an exact
match search. Run your search first
and then select Verbatim from the
left hand menu on your results page
Cannot be combined with time
options in the side bar
Google: Verbatim for exact match
search
http://www.rba.co.uk/wordpress/201
1/11/18/google-verbatim-for-exact-
match-search/
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Search settings
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Signed in to Google+
Verbatim
Chrome incognito
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Search engines and social media networks are mass market consumer oriented.
Serious researchers wanting reliable, in depth, structured search are an insignificant miniscule fraction of their customer base who don't bring in serious revenue.
Learn how they work and how to use the options that are available to improve your search results.
Keeping up to date
Inside Search http://insidesearch.blogspot.com/
Official Google Blog http://googleblog.blogspot.com/
Google Scholar Blog http://googlescholar.blogspot.com/
Search Engine Land http://searchengineland.com/
Search Engine Watch http://searchenginewatch.com/
Boolean Black Belt-Sourcing/Recruiting http://www.booleanblackbelt.com/
Karen Blakeman’s Blog http://www.rba.co.uk/wordpress/
Phil Bradley's weblog http://philbradley.typepad.com/
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http://www.flickr.com/photos/nathaninsandiego/2657968027/ Nathan Rupert, "San Diego Shooter"
This presentation is licensed under a Creative Commons Attribution 3.0 License
Search Turns Social - Resistance is Futile
CILIP in Hants & Wight, 18th April 2012, The Pilgrims' School, Winchester
Karen Blakeman
RBA Information Services
Slides available at http://www.rba.co.uk/as/, authorSTREAM and Slideshare
karen.blakeman@rba.co.uk
Twitter: @karenblakeman
http://www.rba.co.uk/
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