“ Atomisation” - what is it, and what are you going to do about it? Ashley Friedlein CEO E-consultancy.com

Atomisation

Atomisation

Jakob's Law of the Web User Experience “Users spend most of their time on other sites”

There are many, many more interactions with your brand online that AREN’T on your site, than ARE

There are many, many more interactions with your brand online that AREN’T on your site, than ARE

For example… Your online advertising Press release distribution sites ‘ Media’ sites – ‘official’ coverage of you Affiliates (not always in your knowledge) (Shopping) Comparison Sites e.g. Kelkoo, Froogle Search Engines (whether users click or not) Trading platforms e.g. eBay (are people re-selling your stuff?) In E-mails Partner sites (trade affiliations, co-registration deals etc.) Directories Blogs/Communities – people talking about you Virtual Worlds – e.g. Second Life Twitter, YouTube etc. etc.

Your online advertising

Press release distribution sites

‘ Media’ sites – ‘official’ coverage of you

Affiliates (not always in your knowledge)

(Shopping) Comparison Sites e.g. Kelkoo, Froogle

Search Engines (whether users click or not)

Trading platforms e.g. eBay (are people re-selling your stuff?)

In E-mails

Partner sites (trade affiliations, co-registration deals etc.)

Directories

Blogs/Communities – people talking about you

Virtual Worlds – e.g. Second Life

Twitter, YouTube etc. etc.

Is this good or bad? Should you encourage it or fight it? Is it going to happen more, or less?

Is this good or bad? Should you encourage it or fight it?

Is it going to happen more, or less?

http://www.touchgraph.com/TGGoogleBrowser.php?start=www.e-consultancy.com&signed=false

The Atomisation of E-consultancy

iRobot

Reputation & Network Monitoring / Online PR Google News Blog Search Bloglines Technorati Topix digg reddit.com etc. etc.

Reputation & Network

Monitoring /

Online PR

Google News

Blog Search

Bloglines

Technorati

Topix

digg

reddit.com

etc. etc.

And we’ve hardly started… Events e.g. Eventful.com, Upcoming.org Slides / Presentations e.g. Slideshare.net YouTube Channel Facebook Channel / Apps APIs (e.g. Supplier Directory), Widgets etc.

Events e.g. Eventful.com, Upcoming.org

Slides / Presentations e.g. Slideshare.net

YouTube Channel

Facebook Channel / Apps

APIs (e.g. Supplier Directory), Widgets etc.

The Big Boys are at it (of course)

3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay

Amazon

And some interesting applications of it…

www.nfp2.co.uk

OK… So what am I meant to do about it?

Map / understand your network Make yourself useful / available to your netwok 3. Engage with your network

Map / understand your

network

Make yourself useful /

available to your netwok

3. Engage with your

network

Map / understand your network Make yourself useful / available to your netwok

Map / understand

your network

Make yourself

useful / available

to your netwok

A Website

How to map your network? Free stuff: Google “related:[www.yourdomain.com]” Touchgraph ( http://www.touchgraph.com/ ) Alerts (e.g. Google) – who is talking about you? Backlinks to your site + competitors’ sites Refferring sites (from your web stats) Feed aggregators (e.g. Feedraider) Ask people (especially your users) Tools / Services: Onalytica, Atlas Sitefinder, SEO Elite, various SEM / PR agencies (Spannerworks etc.)

How to map your network?

Free stuff:

Google “related:[www.yourdomain.com]”

Touchgraph ( http://www.touchgraph.com/ )

Alerts (e.g. Google) – who is talking about you?

Backlinks to your site + competitors’ sites

Refferring sites (from your web stats)

Feed aggregators (e.g. Feedraider)

Ask people (especially your users)

Tools / Services:

Onalytica, Atlas Sitefinder, SEO Elite, various

SEM / PR agencies (Spannerworks etc.)

Map / understand your network Make yourself useful / available to your netwok

Map / understand

your network

Make yourself

useful / available

to your netwok

Microformats – the atomisation of content

hCard hCalendar Adr / geo hResume hReview http://microformats.org/

hReview – corkd.com

hCalendar – upcoming.org

hResume – LinkedIn.com

Widgets and APIs – the atomisation of functionality

www.nfp2.co.uk

OpenID, Google Open Social etc. – the atomisation of identity

APML – the atomisation of behavioural data

You want my Amazon profile? My last.fm profile?

My financial services profile? My medical profile?

Browsers – evolving to make these ‘atoms’ configurable

From: Alex Faaborg (Firefox user experience developer)

From: Alex Faaborg (Firefox user experience developer) Netvibes

In Summary…

Buzz words I’m excited about… Microformats , chunks , widgets , APIs, Atomisation, configuration , distribution , syndication, “Federated Commerce”

Microformats , chunks , widgets , APIs, Atomisation, configuration , distribution , syndication, “Federated Commerce”

“ The customer is in control” … yada yada…

Atomisation

Atomisation

Thank you / Q&A Ashley Friedlein CEO E-consultancy http://www.e-consultancy.com