Recommended
More Related Content
What's hot
What's hot (9)
Similar to Will Critchlow - Living in the future of user behavior - #mozcon
Similar to Will Critchlow - Living in the future of user behavior - #mozcon (20)
More from Distilled
More from Distilled (20)
Recently uploaded
Recently uploaded (20)
Will Critchlow - Living in the future of user behavior - #mozcon
- 1. #MozCon Will Critchlow, Distilled Living In The Future Of User Behavior
- 2. I want to talk about two big themes
- 3. Humans
- 4. and robots
- 5. There are some ways we control the world more than we used to
- 6. Freedom is the right of all sentient beings -- Optimus Prime
- 7. Who watches commercials if you can avoid them?
- 8. This is true online as well – we increasingly consume on our own terms
- 9. We timeshift our internet content Pocket / Instapaper / Reading List
- 10. Publishers are ad-driven How The Verge would like me to see their article
- 11. But we often don’t see them Formatted by Instapaper
- 12. We follow people we trust e.g. Seth Godin, if only he was on Twitter
- 13. and we increasingly refuse to do exactly what brands want us to do
- 14. TV advertising used to work like this: you sat on your sofa while creatives were paid to throw a bucket of shit in your face. Today you're expected to sit on the bucket, fill it with your own shit, and tip it over your head while filming yourself on your mobile. -- Charlie Brooker I found this via this great presentation from W+K
- 15. For a while, RSS was the answer
- 16. I’m hopeful we’ll find a good substitute No social curation platform is working for me yet
- 17. At the moment, my process essentially looks like “watch for the stuff everyone is sharing” Twitter is a poor feed reader
- 18. All of this means that our audience is increasingly fragmented
- 19. So owning our audience is increasingly valuable
- 20. What happens if you make the humans angry?
- 21. People are less forgiving and easier to mobilize
- 22. Market to users who are in control
- 23. Be wanted
- 24. Learn the lessons of the DVR Yes please!
- 25. Our devices work for us
- 26. Our devices work for us
- 27. We don’t use mobile devices just because we have to Via Think Insights
- 28. Stop thinking about mobile as devices
- 29. Start asking if you are ready for the always-connected customer
- 35. From ad agency Fischer & Friends Via Devour
- 36. Devices and channels are blurry
- 37. Not only have mobile phones become like laptops, but laptops are (finally) learning from phones
- 38. Instant-on
- 40. Losing the install process Mac App Store
- 41. Google snuck an OS onto 750m+ devices Chrome Web Store (statistics)
- 42. Ditching the filesystem This is from Google Drive
- 43. All screen sizes exist [Credit: Pete Wailes from SEOgadget AKA TCSM at our London meetup]
- 45. And, in the real world, this
- 46. We choose to be signed in everywhere Partly because it gets ever easier
- 47. Partly because it gets harder not to
- 48. Chrome sync is just the beginning I predict we are going to see cookie sync
- 49. It’s one of the things making the hardware irrelevant
- 50. and unified alerts are going to be important Worth a read. Tech docs
- 51. Stop thinking of mobile as different
- 52. Their technology is there to help users
- 53. Play nice with that tech [instapaper, screen sizes, connection speeds, etc.]
- 54. Tactical: Test adding twitter handle to page titles / meta information
- 55. Anyone see anything wrong here? Sub-head: “The Spurs have figured out the one way to defend LeBron James”
- 56. The entire tweet pulled from the title I used Buffer here. Instapaper does the same
- 57. There are some ways that my world is controlled by computers more than ever before
- 58. I have no idea how most of the things I interact with every day actually work
- 59. I have no idea how most of the things I interact with every day actually work
- 60. I have no idea how most of the things I interact with every day actually work
- 61. The robots are here
- 62. This query really shouldn’t work
- 63. But it does
- 64. Understand, not just index
- 65. See reddit for more Original thread
- 66. When someone searches for “best” From Google Trends
- 67. They probably don’t mean a page that says “best”
- 68. Watch this presentation for more Read this. Watch this.
- 69. Context is being added to our queries
- 70. “london tube stations” query Old Query Model
- 71. explicit query implicit query iPhone user, on street in London “london tube stations” New Query Model
- 72. New Query Model
- 78. We are learning to trust the system
- 79. I distinctly remember mocking people who do searches like this
- 80. I have recently caught myself doing one I searched [breakfast]
- 81. They work! And not just with local results
- 82. Is this really what (not provided) is all about?
- 83. Machines are doing the filtering
- 84. We’re used to spam filters
- 85. But we may not have realized how many there are
- 86. Priority inbox, Edgerank hide things we don’t interact with …or here Not everything gets here… Even when we’ve asked for it
- 87. Personalization is a form of filtering
- 88. What happens if you make the robots angry?
- 89. De-indexing, panda/ penguin, invisible content etc.
- 90. Market to the robots who are really in control
- 91. Sometimes you can train the machines Get people to mark emails as not spam
- 92. Sometimes you can game the machines This example from HuffPo
- 93. Be machine-readable Of course it only starts with schema etc
- 94. Make your trust factors machine-readable
- 95. Web Graph
- 96. Social Graph
- 97. Social Signals & Authorship
- 98. Trusted Links
- 99. Watch out for robots learning what humans like
- 100. Example: bad merchant update Don’t make your customers angry
- 101. Their biggest win is spreading fear
- 102. Bad stuff still works short term But brands are rightly scared (finally)
- 103. Attention > Links
- 104. Thank you
- 105. Founder, Distilled will.critchlow@distilled.net @willcritchlow I founded Distilled in 2005. I live in London but I like Seattle because the weather’s just like home. I’m looking forward to your questions. WILL CRITCHLOW