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Beyond who else bought what

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Helping authors by recommending stuff to improve their content

Helping authors by recommending stuff to improve their content

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http://www.web2expo.com 149
http://www.open.ac.uk 10
http://www.linkedin.com 9
http://flowr 9
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    Beyond who else bought what Beyond who else bought what Presentation Transcript

    • Beyond Who Else Bought What
        • Andraz Tori, CTO
        • [email_address]
        • Twitter: andraz
    • Overview
      • Why recommend anything?
      • Reader / Author recommendations
      • Simple tricks
      • Advanced solutions
      • Demos & Results
      • Q & A
    • Why recommend?
        • Recommendations
        • =
        • Contextual advertising
        • ->
        • Monetization
    • Why recommend?
        • Recommendations
        • =
        • Navigation & steering
        • ->
        • Monetization
    • Why recommend?
        • Recommendations
        • =
        • Navigation & steering
        • ->
        • Pageviews
        • ->
        • Monetization
    • Why care as a publisher? Readers
      • Direct monetization
      • Steering -> pageviews -> monetization
      • Better service (example: hiding spam)
    • Why care as a publisher? Writers
      • Less non-creative workload
      • Gratification -> more and better conent (especially UCG authors)
      • Steering the authors (getting trackbacks, becoming part of the community)
      • We get better metadata (more chances for distribution / repurposing)
    • What if recommendation goes wrong?
    • It will go wrong!
    • What if recommendation goes wrong?
      • Can it do damage?
      • How much is too much?
      • Whitelists & blacklists
      • Make author act as a filter/an editor
      • And at the same time offer him value
    • How is it done?
      • Based on previous behaviour of this and other users
      • Based on understanding of the data being dealt with
      • Random
      • Combination of the three
    • How do I do it?
      • Simple tricks
      • Ready-made web solutions
      • Third party APIs
      • Roll your own
    • Simple tricks
      • Display random photos for UCG author to start with
      • Allow for quoting shortcuts (reblog)
      • Show writer's interest feed in post compositor
    • Ready-made solutions
      • Tagaroo
        • WordPress server-side plug-in
      • Zemanta
        • Server or client side (wordpress.com, blogger.com, TypePad, WP, MT, Ning, LiveJournal, MySpace, DotClear, Drupal , Tumblr)
      • Kaalga
        • Firefox extension
    • APIs you can use
      • Yahoo term extractor, BOSS, Flickr
      • Calais (tags, entities)
      • Zemanta (tags, images, in-text and related links)
      • Web services, free, commercial use allowed
    • So you want to be a hero?
      • Entity extraction
      • Classification
      • Use open source libraries!
      • Content access APIs (Flickr)
      • Indexing, use Lucene and Solr
      My advice: just don't
    • Demos
      • Tagaroo
      • Zemanta
      • Kaalga
      • Left out: Non-serendipity solutions
    • Tagaroo 1
      • Discovers interesting keywords, offers links on click
    • Tagaroo 2
      • Discovers interesting keywords, offers links on click
    • Tagaroo 3
      • Discovers interesting keywords, offers links on click
    • Tagaroo 4
      • Discovers interesting keywords, offers links on click
    • Tagaroo 4
    • Zemanta
      • Live Demo
    • Demo
    • Kaalga
      • Discovers interesting keywords, offers links on click
    • Steering authors
      • Inter-links to your own properties
      • Links to relevant sites (becoming part of communities)
      • More images are used, less worries about „google images syndrom“
      • More linking to affiliates
      • More tags, categories
    • Resulting in
      • Better positioning of your authors in the community
      • More affiliate monetization
      • Some bloggers 10-15% traffic increase
    • Issues
      • Tower of Babel
      • Some users are overwhelmed
      • GUI is 80%
    • The next web?
      • Understanding content more and more
      • Understanding the social context
      • First the advertising world was hit
      • Now this will trickle into publishing
    • What if
      • Your computer understood what you are writing about
      • Know who you know, what you know
      • Know what you don't know
    • How would your text editor look like? How would your text editor look like? How would your writing assistant look like?
    • The next web?
      • ... will be like a great party host , introducing us to each other and bringing us together into meaningful conversation.
                      • Marta Strickland, Organic
    • Q&A
        • Andraz Tori
        • [email_address]
        • Twitter: andraz