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  • Web Council - November 21, 2013
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Web Council - November 21, 2013
  • Announcements
  • The Future of Search: What will tomorrow bring and how can we keep the UW Web at the forefront? Duane Forrester from Bing will take us through the future of search, the reasons behind these changes and how to best leverage emerging technologies.
    • Duane Forrester is a search engine optimization specialist working on Bing Webmaster Tools at Microsoft
    • How to see the future
      • The Ford company has an in-house futurist thinking about what Ford will be in ten years
        • Teenagers say they do not want cars, but they do like their phones
        • Ford has decided to be a hardware and device manufacturer
        • Cars will become an extension of their hardware ecosystem, not just cars
      • Google has self-driving cars; we will see them and will get used to them
        • All of the cars are Toyotas. Toyota is helping develop the idea.
      • It takes a while for things that are new to get accepted.
      • All businesses will be tied online in some way in the future.
    • Where does each piece fit it in?
      • Content is what people are looking for.
      • Social media plays a big role in how you get ranked in a search engine.
        • Very important to have good results as judged by a searcher.
        • Whether you are involved in SM, people are talking about you on SM.
      • User experience testing is very powerful in improving your site.
        • People who immediately leave your site are saying they do not like their experience in the site.
      • Never buy links in search engines. It will not improve your ranking
      • The Yoast plug-in for WordPress takes care of Search Engine Optimization (http://wordpress.org/plugins/wordpress-seo/)
    • How social media impacts search
      • Search engines get data from social media use.
      • If you are popular in SM, you get a higher search ranking, and a higher rank in other SM.
      • When you are making decisions about a person (such as buying a camera for a friend) knowing about their SM activity influences your choice. Search engines work to use this data to help people make better decisions.
    • Reorganize the Web for Task Completion
      • A goal is to facilitate going directly to what it takes to complete the task the user came to do.
      • Devices can know where you are, even what vehicle you are in.
      • Search terms are contextual; "subway" might mean you want a sandwich or you need to find the tube station. Your device may have information that helps the search engine decide which you want.
    • Reinventing search across 3 dimensions
      • Information architecture
        • Creation of new information via social graph and geospatial index
      • Interaction model
        • Not just mouse and keyboard, but also voice, touch, gesture & vision
      • Entry point
        • You will enter not just through a browser, but through devices, services, and social networks.
        • Your car can know where the gas stations are and can recommend one depending on how fast you are using gas.
    • Mobile will continue to influence social
      • Ultimate "PC"
      • Not just phones; also phablets, tablets
      • 9 billion mobile devices today
      • 25 billion mobile devices by 2021
      • 3rd world nations will skip the infrastructure (home phones) we have spent money on cell towers and wifi
        • Many people in third world already have mobile devices such a feature phones and routinely conduct business through them.
    • Search continues to evolve
    • Secret to Success
      • Build social followers & fans organically
      • Wall posts/tweets with links are perceived as more credible and useful
      • Get the basics of SEO covered, then focus on content
      • It is worth repeating; unique compelling content still works
    • Encourage Sharing
      • Create lists
        • people like information in list form
      • Use hooks
        • ego, humor, anger, contrarian
      • Participate in communities
        • When you are a valued member of a community, the community supports you
      • Share others' information
        • Share from trusted sources
        • People love it when what they share is shared
      • Ask questions
    • The digital universe is expanding
      • SnapChat (http://www.snapchat.com/) - share videos which are supposed to evaporate instantly after they are seen
      • 6 seconds to start a relationship
        • Vine - six second videos
          • Using Vine to share knowledge. The brief video becomes the entire engagement which can entertain and offer behind the scene glimpses.
          • Viewers play the videos repeatedly, turning six seconds into many minutes of entertainment
    • Tools are changing
      • Users have rising expectations
      • Devices have constraints, opportunities
    • Building a different Web that supports different searches
      • Focus on entities and actions to empower searches built on better defined relationships
      • schema.org and other methods for structuring data build in structure, enabling more efficient associations among types of information
      • Bing has 6 billion facts, 28 billion entities
        • People 1.2 billion profiles, connections, interests
        • Places, 1.1 million US restaurants
        • Movies, 800,000 entries
      • Could find the nearest restaurant of the type you want, show you the route, and tell you when it is open
    • Natural user interfaces are coming rapidly
      • Search box outmoded
      • New interfaces enhance intent derivations along with entities and context
      • Interfaces can imbue machines with human-like traits for better human-computer interaction
      • Systems are getting better at predicting where people are going and what they are likely to choose
    • Bing wants to be the Babelfish of knowledge
      • Bing as an intelligent layer that can answer questions asked by systems
    • The importance of getting reviews
      • You need other people's opinions.
      • Everyone tends to value their own creations; what counts is what other people think
      • Authors sometimes have "beta readers" who review book chapter by chapter as it is written, giving feedback
    • Streamlining trick for efficiently creating a regular newsletter with good content
      • Find trusted news feeds
      • Put them in Hootsuite (https://hootsuite.com/), have it send to Twitter, Facebook, or other SM you prefer.
      • Put it into If This Then That (https://ifttt.com/) to write selected posts to Evernote (http://evernote.com/)
      • Accumulate the posts in Evernote
      • Assemble the posts into a newsletter
      • By becoming a topical expert, you will become a center of gravity
  • New Admissions site: The Office of Admissions recently launched a new site with increased graphical elements that depict UW students and culture. Joel Walters (jtw84@uw.edu) will give us a tour.
    • New site http://admit.washington.edu/
    • Old site
      • Design in 2009-2010
      • Had simple mobile version with device detection
      • Fixed width
    • New site
      • Fluid, adaptive layout
      • Shorter sentences
      • Bigger photos
      • Slicker photos
    • Demo
      • Big pictures zooming on the intiial pages
      • Video playing in header, can be paused
    • Features
      • Better click/tap targets
      • Modern font typography
      • Bigger fonts
      • Richer multimedia
    • Developer experience
      • Going responsive is not easy
      • Maintaining the site ongoing should be easier
  • SkyDrive Pro at the UW: In early October, Microsoft SkyDrive Pro and Lync became available to all UW students, staff and faculty. Greg Frick from UW-IT ACA will give us a rundown of how these online services provide resources for file storage, collaboration and communication.
    • Greg Frick (gdfrick@uw.edu), also known as the Sharepoint guy, has been president of Puget Sound Sharepoint User Group
      • Member of the UW-IT Academic and Collaborative Applications Team
    • To access UW SkyDrive Pro, go to http://uwnetid-my.sharepoint.com
      • login by putting your UW email address in the userid field, then clicking "Sign In"
        • Hops to the UW NetID login window, where you enter your UW NetID and password
      • SkyDrive Pro is new version of personal space
        • Part of Office 365
        • SkyDrive Pro is like Google Docs, but you can use the Office Suite
      • Anybody with a netid that is doing work with the UW can work with it
      • Full sharepoint under the hood; can customize, do workflows
        • No way to simplify the URLs
    • Will be putting up and on-premises farm of SkyDrive
    • Both are HIPAA and FERPA compliant
  • Mobile Minute: A monthly snapshot from the mobile world.
    • 5 billion people will be using mobile phones by 2017
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