Best Practices Using Enterprise Search Technology Aurelien Dubot Consultant – Media and Entertainment, Fast Search & Transfer (FAST) British Computer Society March 19, 2008

Agenda Value Proposition Of Search Shifting Models Questions & Answers Best Practices

New Challenges For Publishers And Information Providers 3 Business Challenges  Finding new ways to monetize/finding new business models  Capitalizing on the most valuable assets  Exploiting high-value content/assets  Exposing underutilized content/assets  Drawing traffic/users  Converting horizontal users  Building online brand  Engaging users  Building loyal community  Developing compelling and social experience to protect user base  Improving content delivery  Anytime, anywhere, multi-media, multi-channel  Engaging advertisers and partners  Developing a differentiated value proposition

 Increase visits and stickiness through better content discovery  Deliver personalized content and ads  Integrate external content and user input to develop communities  Engage customers with multi- media and mobile discovery  Spotlight high-value and popular content  Expose underutilized and undiscovered content  Drive advertising revenues and advertiser ROI  Extend content discovery and ad delivery to mobile platforms  Minimize site update costs (search as the portal)  Cost-effectively exploit owned content and third-party content  Reduce search-related infrastructure costs Bringing Users To Relevant Content Through Search

Agenda Value Proposition Of Search Shifting Models Questions & Answers Best Practices

Search-Driven Portals 6 Best Practices & Examples  Mix and match multiple content types into single portal  Integration of third-party content and user-generated content with revenue-generating ads and featured products  Searchlet content is driven by user query, business rules and associated content collections Benefits  Incorporates all content types  Enables fresh and dynamic content to be delivered  Promotes topic discovery without search terms  Improves SEO by creating pages that have higher likelihood of better web search ranking Highlights From Archives Current Articles External Links And Third-Party Content Multimedia Popular Articles UGC Ads Alerts And Feeds Featured Products

Dynamic Navigation 7 Best Practices & Examples  Expose related key words, topics or categories to search results  Dynamically identify categories and group results into those categories  Create “navigators” from the results that enable refinement of the search  Intuitive tools to mine and discover information Benefits  Identify most relevant results even with simple one or two word queries  Narrow results by through relevant keywords or dynamic categories  Expose related key topics addressing the “I don’t know what I don’t know” syndrome  Provides the mechanism of Advanced Search in a Simple Search mode  Accelerates and encourages discovery process

Extreme Relevancy: Scope Search 8 Best Practices & Examples  Metadata no longer indexed per document, but rather is indexed “in context” Benefits  Enhanced contextual insight  Increases search precision  Provides on-the-fly analytics and discovery

Personalization And Recommendations 9 Best Practices & Examples  User interaction patterns leveraged to drive increased service quality  Content relationships lead user to other options  Search results and interface tailored to user Benefits  Exposes new or unknown content  Encourages browsing and experimental viewing  Delivers a personalized discovery experience  Improves return visits  Spotlights popular content Recommendations Related Content …Personalized Recommendations Related Content Leads To…

Search-Based Intelligence 10 Best Practices & Examples  Combine information sources Existing markup Entity extraction Numeric data  Combine with “contextual insight”  Analytics and information discovery can be performed at query time Benefits  Provides answers not just results  Synthesizes results information in support of decision making and trend analysis

Agenda Value Proposition Of Search Shifting Models Questions & Answers Best Practices

A Complete User-Centric Experience 12 User-Centric ModelContent-Centric Model SEARCH Owned Content Partner/ Affiliate Content Web Content UGC SEARCH Publishers and information providers can leverage search as a platform to capture, engage and monetize audiences Search as a platform

Agenda Value Proposition Of Search Shifting Models Questions & Answers Best Practices

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