Beyond Who Else Bought What Andraz Tori, CTO [email_address] Twitter: andraz

Andraz Tori, CTO

[email_address]

Twitter: andraz

Overview Why recommend anything? Reader / Author recommendations Simple tricks Advanced solutions Demos & Results Q & A

Why recommend anything?

Reader / Author recommendations

Simple tricks

Advanced solutions

Demos & Results

Q & A

Why recommend? Recommendations = Contextual advertising -> Monetization

Recommendations

=

Contextual advertising

->

Monetization

Why recommend? Recommendations = Navigation & steering -> Monetization

Recommendations

=

Navigation & steering

->

Monetization

Why recommend? Recommendations = Navigation & steering -> Pageviews -> Monetization

Recommendations

=

Navigation & steering

->

Pageviews

->

Monetization

Why care as a publisher? Readers Direct monetization Steering -> pageviews -> monetization Better service (example: hiding spam)

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)

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

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

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

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

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

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

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

Entity extraction

Classification

Use open source libraries!

Content access APIs (Flickr)

Indexing, use Lucene and Solr

Demos Tagaroo Zemanta Kaalga Left out: Non-serendipity solutions

Tagaroo

Zemanta

Kaalga

Left out: Non-serendipity solutions

Tagaroo 1 Discovers interesting keywords, offers links on click

Discovers interesting keywords, offers links on click

Tagaroo 2 Discovers interesting keywords, offers links on click

Discovers interesting keywords, offers links on click

Tagaroo 3 Discovers interesting keywords, offers links on click

Discovers interesting keywords, offers links on click

Tagaroo 4 Discovers interesting keywords, offers links on click

Discovers interesting keywords, offers links on click

Tagaroo 4

Zemanta Live Demo

Live Demo

Demo

Kaalga Discovers interesting keywords, offers links on click

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

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

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%

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

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

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

... 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

Andraz Tori

[email_address]

Twitter: andraz