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, 18 th 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) : 

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. " 19/04/2012 www.rba.co.uk 2

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19/04/2012 www.rba.co.uk 3 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?: 

What is a search engine? 19/04/2012 www.rba.co.uk 4 Alastair Campbell http://companycheck.co.uk/

How do search engines search and sort?: 

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 variations 19/04/2012 www.rba.co.uk 5

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Search is about... Money Which is obtained through... Advertising Which means... "THEY" need to know a lot more about YOU 19/04/2012 www.rba.co.uk 6

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Even if you don't have a Google account Google probably still knows about you! 19/04/2012 www.rba.co.uk 7

Google: 

Google 19/04/2012 www.rba.co.uk 8 2001 Revenues $86,426 thousands Net Income $10,964 thousands 2011 Revenues $37,905 millions Net Income $9,737 millions http://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/ : 

New How People Spend Their Time Online – Stephen's Lighthouse http://stephenslighthouse.com/2012/03/14/how-people-spend-their-time-online/ 19/04/2012 www.rba.co.uk 9

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The Mounting Minuses at Google+ - WSJ.com http://online.wsj.com/article/SB10001424052970204653604577249341403742390.html 19/04/2012 www.rba.co.uk 10

But Facebook isn't a search engine – is it?: 

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 19/04/2012 www.rba.co.uk 11

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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 19/04/2012 www.rba.co.uk 12

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19/04/2012 www.rba.co.uk 13

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19/04/2012 www.rba.co.uk 14

Google tells you more than many others about what it thinks you are interested in http://www.google.com/ads/preferences/ : 

Google tells you more than many others about what it thinks you are interested in http://www.google.com/ads/preferences/ 19/04/2012 www.rba.co.uk 15

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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 Initiative http://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 19/04/2012 www.rba.co.uk 16

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19/04/2012 www.rba.co.uk 17 Network Advertising Initiative http://www.networkadvertising.org/managing/opt_out.asp

Google's new Privacy Policy: 

Google's new Privacy Policy 19/04/2012 www.rba.co.uk 18 " 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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19/04/2012 www.rba.co.uk 19 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: 

YouTube 19/04/2012 www.rba.co.uk 20 Plus a long list of videos mentioned by people in my Google+ circles Targeted advertising?!

What does Google know about you?: 

What does Google know about you? 19/04/2012 www.rba.co.uk 21 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/

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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/ ) 19/04/2012 www.rba.co.uk 22

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Facebook profile Google+ profile 19/04/2012 www.rba.co.uk 23

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19/04/2012 www.rba.co.uk 24 Before After SPYW currently being tested on Google.com

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19/04/2012 www.rba.co.uk 25 SPYW currently being tested on Google.com

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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 19/04/2012 www.rba.co.uk 26

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19/04/2012 www.rba.co.uk 27

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19/04/2012 www.rba.co.uk 28 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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19/04/2012 www.rba.co.uk 29 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: 

Signed in to Facebook 19/04/2012 www.rba.co.uk 30 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: 

Logged out of Facebook 19/04/2012 www.rba.co.uk 31 Advertising now based on part of my search history (renewable energy Smacked wrists for not being logged in to Facebook!

The Independent: 

The Independent 19/04/2012 www.rba.co.uk 32

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http://www.makeuseof.com/pages/best-google-search-tips-pdf 19/04/2012 www.rba.co.uk 33

Blekko.com: 

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." 19/04/2012 www.rba.co.uk 34

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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/ 19/04/2012 www.rba.co.uk 35

Google results page side bar: 

Google results page side bar 19/04/2012 www.rba.co.uk 36 '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.

Bing social http://www.bing.com/social/ : 

Bing social http://www.bing.com/social/ 19/04/2012 www.rba.co.uk 37

http://search.twitter.com/ : 

http://search.twitter.com/ 19/04/2012 www.rba.co.uk 38

Topsy.com: 

Topsy.com 19/04/2012 www.rba.co.uk 39

Socialmention.com: 

Socialmention.com 19/04/2012 www.rba.co.uk 40

Icerocket.com: 

Icerocket.com 19/04/2012 www.rba.co.uk 41

Paper.li - create your own newspaper: 

Paper.li - create your own newspaper 19/04/2012 www.rba.co.uk 42

Paper.li – individual Twitterstream http://paper.li/karenblakeman: 

Paper.li – individual Twitterstream http://paper.li/karenblakeman 19/04/2012 www.rba.co.uk 43

Paper.li – keyword http://paper.li/karenblakeman/1321447614: 

Paper.li – keyword http://paper.li/karenblakeman/1321447614 19/04/2012 www.rba.co.uk 44

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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 19/04/2012 www.rba.co.uk 45

Is resistance futile?: 

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 19/04/2012 www.rba.co.uk 46

Verbatim: 

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/2011/11/18/google-verbatim-for-exact-match-search/ 19/04/2012 www.rba.co.uk 47

Search settings: 

Search settings 19/04/2012 www.rba.co.uk 48

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19/04/2012 www.rba.co.uk 49 Signed in to Google+ Verbatim Chrome incognito

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19/04/2012 www.rba.co.uk 50 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: 

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/ 19/04/2012 www.rba.co.uk 51

PowerPoint Presentation: 

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, 18 th 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/