These slides are from a short presentation at the Real Time Search panel at SES Chicago, December 7, 2009. Slides 9 and 10 are the interesting ones on dynamic behavior and graph analysis.

1. What’s different about real time and social search? Ho John Lee Principal Program Manager Bing Social Search Search Engine Strategies Chicago – December 7, 2009

2. What’s Real Time Search Good For, Anyway?

3. Twitter is Great for Watching Uninformed Panics Unfold Live …or finding balloons http://xkcd.com/574/

4. Some characteristics of Twitter / Social media Immediacy, Sentiment, Brevity Not always accurate Feelings, reactions, impressions Context is often essential to determine meaning Gestural - @user, #hashtag, RT, favorites, follows Self-organizing communities of attention and authority Content follows attention People talk about what others are talking about Observations and commentary from everywhere If there’s no content, you can ask for some Extreme head and tail coverage Low relevance “noise” can become “signal” in aggregate

5. Your product or brand could suddenly be at the center of a huge conversation Tiger Woods Balloon Boy Breaking Story Persistent Story Big Story Bigger Story 5

7. Differences in ranking, relevance, use model

8. Social graph, user behavior, location, event correlation and other input signals

9. Real time search is frequently about discovery, not search per se

12. Bing Fall 2009: Twitter vertical, News, MSN, Maps MSN Local Edition Page 2: Tweets or Links Page 1: Tweets & Links Twitter Answer on News SERP MSN Hot Topics

13. Topic / sentiment range, volume, trend analysis What is the baseline rate of mentions / sentiment per unit time? Changes in attention flow around a subject, location, topic Watch for correlated signals from multiple sources Consider source relevance and authority as well

14. Graph analysis for relevance and ranking Spam marketing campaign Naturally connected community Spammy communities are highly visible – don’t be part of one!

15. Bing Twitter Maps Demo

16. To rise above the noise, there is more to do as search gets more social Plus…

17. Thank You Ho John Lee hojohn.lee@microsoft.com twitter.com/hjl