Sean Suchter's presentation on Bing Realtime Search at SMX West 2010

1. Bing Social Search Sean Suchter General Manager Search Technology Center Silicon Valley

2. Why do search engines care? Users expect to know right now Did I just feel an earthquake? What’s going on with the Giants game? Is my cell network down? Challenges Keeping up with the speed Make sense of massive content Relevance is still expected 2

3. Twitter (+ social media) content Timely (but not always accurate!) Opinionated – feelings, reactions, impressions Brief Context is often essential to determine meaning Who said it, where, to whom References - @user, #hashtag, RT, favorites, follows Content creation follows attention Self-organized communities of attention If there’s no content, you can ask for some Observable propagation of information

4. Use Case: Breaking Local News Power outage 8am on February 17, 2010 in Palo Alto Out for everyone or just me? No media or online news No web search results (B, G, Y) Fast awareness through local social network Useful public social search results in minutes Meta-Data Url referrals Retweet counts Primary data Images Tweet/Blog content Low Latency Within minutes Voice of the People Non-official content

5. Publication Platforms Web Public Answers Twitter Facebook Access Community Email Private Public Community Private Publication

6. To rise above the noise, there is more to do as search gets more social Plus… 6

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

8. Graph analysis for relevance and ranking Spam marketing campaign (teeth whitening) Naturally connected community (#smx) Real time relevance needs data mining to filter and rank based on history Spammy communities can be highly visible Social graph, topic/concept graph, and behavior/gesture graphs are all useful tools

9. bing.com/twitter at a glance Top Tweets Top Shared Links Top Tweets/ Sentiment per link Adult / Spam filter; Tweets/Links ranking & relevance

10. Thank you