“Engagement in the Attention Economy”
Social Commerce Summit: London, November 2008
www.ianjindal.com

• Beyond 20th
Century Marketing.
If we can’t interrupt,
what can we do?
• Limiting factor in
broadband age is
time. Time =
attention
• Data + exchange ->
the ingredients for
new engagement
• Data evolution -
more meta... hypo?
• Exchange formats -
APML
• The network effect:
place and power.
“Engagement in the Attention Economy”
Social Commerce Summit: London, November 2008
www.ianjindal.com

• 4Ps
– Product, Pricing,
Promotion,
Placement
• 7Ps
– (people, Process,
Physical evidence)
• “New” 4Ps
– Personalisation,
Participation,
Peer-to-peer,
Predictive
Modelling
• SIVA
– Solution,
Information,
Value, Access
“So last century”

• The house of
many charms
• Build it and they
will come
• Portals, outbound
marketing...
noise.
Lipstick on a pig

Journey towards the customer
Data and activity

• Data evolution
– accurate
– enriched
– meta
– actionable
– mashed
– semantic
– autonomous &
predictive
Small revolution - data

• Segmentation
and metadata for
increased
relevance.
• “Behaviour” is
useful metadata -
if you can capture
it - ‘ignore ratio’?
• Capture offline as
well as online -
warranties...
Metadata

• Turning metadata
into a new service
• Linking to
commerce
Metadata - new services

Moving beyond the site
Data is Action - “doing” not “viewing”

• Making Social
Networks
“transactional”
• You can “do”, not
just “view”
• From web to
desktop
• Web to web
Microformats

Microformats

• In action...
• Google - hCard
format added to
Search results.
• One click to add
the result to your
address book.
• Could do the
same with
calendar items, or
recommentations
Microformats

The network: more is more

• Reviews
• Meta-reviews
• Ambush
Network effect - early examples

Not just on your site...

APML

• Attention XML
• What you look at,
do, note, store,
act upon..
• eg Amazon profile
• Particls/
RescueTime
• Impact on
LinkedIn?
Recommend-
ations?
• Passive
preferences can
be made active
(eg watchlists
and preferences).
APML - In action

• XML
• Mashed and
changed like
other feeds and
sources
• Some level of
pre-processing
and ‘semantic’
structure...
• Tastebroker.org
Show me some APML!

• RescueTime -
personal
monitoring across
all applications
• Fed to website
• Could take an
APML feed,
filtered for
shopping tastes?
Research needs?
Show me some APML!

Show me the money!

• Phorm
• OIX
• Mashup of data -
above and
beyond a single
customer,
advertiser,
publisher or even
ISP/network.
• Mega meta
Mega Meta

The attention economy...

Next?

• GTD approach,
based on
‘contexts’
• iPhone “knows”
some of your
contexts (eg near
grocery store)
• TomTom...
• Data + exchange
+ preference +
processing...
Meaning and location leading to action...

• You only see part of
the picture
• The customers only
see part of the picture
• Some aspects of
‘social’ are human, but
others are machine -
‘spooky’
• Cost of interaction =
cost of doing business
• Openness and
exchange - requires
new business
approaches
• Even on ‘your site’
you’re no longer safe
• The battle is for a
share of attention
Commercial Challenges

Thank you.
www.ianjindal.com