Social Web Impact on Web Search

How the Social Web Will Impact on Web Search

Susanne Koch, Oslo, Norway

IPTS Workshop:Socio-Economic Challenges of Search

Seville Sept 29-30 2008www.pandia.com

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User-generated content will influence existing search products•Delivering large amounts of user-

generated content (of both good and not so good quality)

•Use of data from Social Web services like bookmarking in identifying and ranking search results

•The steady stream of tagged or user-generated content can be used for trend analysis

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Content from the Social Web facilitates online advertising

•Contextual ads are the bread and butter of the search engine business

•User-generated content provides space for ads

•Folksonomies tag and organize user-generated content and thus provide clues for contextual advertising

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New technologies change the Social Web and search (1)

•Mobile technologies

‣ Growing user base (globally)

‣ Increased use by existing users (e.g. iPhone)

‣ New capabilities like GPS, geo-tagging and mobile marketing

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New technologies change the Social Web and search (2)

•Face and object recognition in image and video search (e.g. Flickr and YouTube)

•Spoken word recognition in audio search (podcast search, GAudi)

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New technologies change the way we surf the Web

•Advanced visual presentation, possible due to standardisation, APIs, broad band and high processing power, will inspire further product innovation and make the social Web easier to use

• Microformats are tearing down the silos between applications

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Social Web and personalized search

•Search results influenced by your RSS subscriptions, your bookmarks and more

•Cloud computing strengthens this trend

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Solutions, industry

•To conquer the global market, relevant language and culture skills must be developed

‣ European languages can win local markets, English is the key to global success

‣ Including arts, humanities and social sciences in technology development

‣ Standards for interoperability between networks (EU initiative?)

•VC funding for startups and spinoffs

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Solutions, policy level•Innovation policy measures (CIP)

•Development of relevant ICT clusters

•Strengthen cultural diversity

•Focus on data security and consumer privacy to engender trust in the public

•Revision of the definition of fair use of copyrighted material

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R&D (Framework Program)

•Market pull initiaties (especially new services in the area where Web 2.0 and search overlaps)

•Technology push initiatives (developing a knowledge base for future industry initiatives, Theseus, research based education)

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Thank you for your attention!Thank you for your attention!

Susanne Koch, Pandia.com, [email protected]