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Beyond Who Else  Bought What <ul><ul><li>Andraz Tori, CTO </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><u...
Overview <ul><li>Why recommend anything? </li></ul><ul><li>Reader / Author recommendations </li></ul><ul><li>Simple tricks...
Why recommend? <ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>= </li></ul></ul><ul><ul><li>Contextual advertising ...
Why recommend? <ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>= </li></ul></ul><ul><ul><li>Navigation & steering <...
Why recommend? <ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>= </li></ul></ul><ul><ul><li>Navigation & steering <...
Why care as a publisher? Readers <ul><li>Direct monetization </li></ul><ul><li>Steering  ->  pageviews  ->  monetization <...
Why care as a publisher? Writers <ul><li>Less non-creative workload </li></ul><ul><li>Gratification  ->  more and better c...
What if recommendation goes wrong?
It will go wrong!
What if recommendation goes wrong? <ul><li>Can it do damage? </li></ul><ul><li>How much is too much? </li></ul><ul><li>Whi...
How is it done? <ul><li>Based on previous behaviour of this and other users </li></ul><ul><li>Based on understanding of th...
How do I do it? <ul><li>Simple tricks </li></ul><ul><li>Ready-made web solutions </li></ul><ul><li>Third party APIs </li><...
Simple tricks <ul><li>Display random photos for UCG author to start with </li></ul><ul><li>Allow for quoting shortcuts (re...
Ready-made solutions <ul><li>Tagaroo </li></ul><ul><ul><li>WordPress server-side plug-in </li></ul></ul><ul><li>Zemanta   ...
APIs you can use <ul><li>Yahoo  term extractor, BOSS, Flickr </li></ul><ul><li>Calais  (tags, entities) </li></ul><ul><li>...
So you want to be a hero? <ul><li>Entity extraction </li></ul><ul><li>Classification </li></ul><ul><li>Use open source lib...
Demos <ul><li>Tagaroo </li></ul><ul><li>Zemanta </li></ul><ul><li>Kaalga </li></ul><ul><li>Left out: Non-serendipity solut...
Tagaroo 1 <ul><li>Discovers interesting keywords, offers links on click </li></ul>
Tagaroo 2 <ul><li>Discovers interesting keywords, offers links on click </li></ul>
Tagaroo 3 <ul><li>Discovers interesting keywords, offers links on click </li></ul>
Tagaroo 4 <ul><li>Discovers interesting keywords, offers links on click </li></ul>
Tagaroo 4
Zemanta <ul><li>Live Demo </li></ul>
Demo
Kaalga <ul><li>Discovers interesting keywords, offers links on click </li></ul>
Steering authors <ul><li>Inter-links to your own properties </li></ul><ul><li>Links to relevant sites (becoming part of co...
Resulting in <ul><li>Better positioning of your authors in the community </li></ul><ul><li>More affiliate monetization </l...
Issues <ul><li>Tower of Babel </li></ul><ul><li>Some users are overwhelmed </li></ul><ul><li>GUI is 80% </li></ul>
The next web? <ul><li>Understanding content more and more </li></ul><ul><li>Understanding the social context </li></ul><ul...
What if <ul><li>Your computer understood what you are writing about </li></ul><ul><li>Know who you know, what you know </l...
How would your text editor look like? How would your text editor look like? How would your writing assistant look like?
The next web? <ul><li>...  will be like  a great party host , introducing us to each other and bringing us together into m...
Q&A <ul><ul><li>Andraz Tori </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Twitter: andraz </li></u...
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Beyond who else bought what

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Helping authors by recommending stuff to improve their content

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Transcript of "Beyond who else bought what"

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