4. bellevue User profile: Content, interaction history

5. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

6. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

7. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

10. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

12. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

13. Number of People DCG Potential for personalization

14. Number of People DCG

15. Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Downtown Bellevue is undergoing rapid change. It is currently the second largest city center in Washington state with over 35,000... www.ci.bellevue.wa.us bellevue bellevue, wa 43% Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Residents of the Bridle Trails NEP area selected the “ Equestrian Community Art ” project as one of their top priority projects, and... www.ci.bellevue.wa.us

16. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

17. Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Residents of the Bridle Trails NEP area selected the “ Equestrian Community Art ” project as one of their top priority projects, and... www.ci.bellevue.wa.us Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Residents of the Bridle Trails NEP area selected the “ Equestrian Community Art ” project as one of their top priority projects, and... www.ci.bellevue.wa.us

18. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

19. Office Communicator Team Blog : Alex Hehmeyer's Bio I ’ m a Program Manager on the Office Communicator team responsible for Communicator ’ s integration with Exchange and Office as well as Presence. Alex Hehmeyer communicatorteam.com/articles/50.aspx Goldenberg Hehmeyer Co Ghco Penson GHCO is a registered futures commission merchant (FCM) offering exchange access and clearing services to clients trading in domestic and global markets. Penson GHCO is a... www.ghco.com Baby a bar to getting work, mother told | Money | The... Goldenberg Hehmeyer reject her claim. After a 16-year career Ms Winship was sacked from her £ 70,000 a year job as financial controller with the US fund management firm. www.guardian.co.uk/money/2004/aug/11/society.workandcareers

20. How much can my profile really say about me? It ’ s kind of spooky – what about my privacy? Wow, it really screws up sometimes I have no idea why that result showed up Works too well – it ’ s the end of serendipity!

21. 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Content Changes People Revisit 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Today ’ s Browse and Search Experiences

22. Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Residents of the Bridle Trails NEP area selected the “ Equestrian Community Art ” project as one of their top priority projects, and... www.ci.bellevue.wa.us Home Page (Official City of Bellevue Website) Bellevue is a rapidly growing city in King County, Washington, U.S., across Lake Washington from Seattle... Residents of the Bridle Trails NEP area selected the “ Equestrian Community Art ” project as one of their top priority projects, and... New content: Carport destroyed, house damaged in Eastgate fire... Neighbor Link connects needs and community building www.ci.bellevue.wa.us

24. Personalization J. Teevan, S. T. Dumais, and E. Horvitz. Personalizing search via automated analysis of interests and activities. SIGIR 2005. Personalization Teevan, J., S. Dumais, and E. Horvitz. Potential for Personalization. TOCHI 2009. Personalization J. Teevan, S. T. Dumais, and D. J. Liebling. To personalize or not to personalize: Modeling queries with variation in user intent. SIGIR 2008. Groupization Teevan, J., M. R. Morris, and S. Bush. Discovering and using groups to personalize search. WSDM 2009. Serendipity Andre, P., J. Teevan, and S. T. Dumais. From x-rays to silly putty via Uranus: Serendipity and its role in Web search. CHI 2009. http://research.microsoft.com/~teevan/

25. © 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.