The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/

Eras of Web Evolution Assembled Web Overview Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Commerce-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated

Assembled Web Overview

The Assembled Web Conceptual Framework

Conceptual Framework

The Assembled Web Integrated Experiences The convergence of the three previously separate domains: content, commerce, and community Move Beyond the Site What’s important ultimately isn’t your sites, but the distribution of content, commerce, and community to your audience(s) pervasively throughout the web Customers expect to be met where they spend time, and have a great degree of flexibility in how they interact with you Key Aspects

Integrated Experiences

The convergence of the three previously separate domains: content, commerce, and community

Move Beyond the Site

What’s important ultimately isn’t your sites, but the distribution of content, commerce, and community to your audience(s) pervasively throughout the web

Customers expect to be met where they spend time, and have a great degree of flexibility in how they interact with you

Key Aspects

Integrated Experiences Example: CNN and Facebook

Example: CNN and Facebook

Integrated Experiences Example: Rue La La

Example: Rue La La

Integrated Experiences Example: Fangento (Social Shopping)

Example: Fangento (Social Shopping)

The Digital Footprint Be where people are What’s important ultimately isn’t your site(s), but your distribution to your audience(s) pervasively throughout the web Your digital footprint is the sum total of all the interactions I have with you throughout the cloud Customers expect To be met where they spend time To have a great degree of flexibility in how , when , and where they interact with you Ubiquity > Scarcity Move Beyond the Site

Be where people are

What’s important ultimately isn’t your site(s), but your distribution to your audience(s) pervasively throughout the web

Your digital footprint is the sum total of all the interactions I have with you throughout the cloud

Customers expect

To be met where they spend time

To have a great degree of flexibility in how , when , and where they interact with you

Ubiquity > Scarcity

Move Beyond the Site

Beyond the Site Examples: SlideShare, Dopplr

Examples: SlideShare, Dopplr

Beyond the Site Example: New England Patriots Event Viewer

Example: New England Patriots Event Viewer

Example: Embedded Sponsorships Display Advertising | Visitors Ignore Ads Numerous eye tracking studies show that we have all learned to ignore ads 999 out of 1,000 visitors will not click on html ads Tripling the CTR due to: Rich media Widgets Re-targeting A/B, MVT-optimized Means 997 out of 1,000 visitors will not click on an ad

Numerous eye tracking studies show that we have all learned to ignore ads

999 out of 1,000 visitors will not click on html ads

Tripling the CTR due to:

Rich media

Widgets

Re-targeting

A/B, MVT-optimized

Means 997 out of 1,000 visitors will not click on an ad

Example: Embedded Sponsorships Case Study| Embedded Sponsorship Funnel on AOL Traffic Engagement (Embedded Sponsorship) Conversion WalletPop.com (AOL) Experian controls 100% of dedicated pages (content and ads) on FreeCreditReport.com Secure, ecommerce transactions on Experian controlled site AOL.com Homepage content snacker slots on AOL direct traffic to WalletPop content page (content not ads drive traffic) Click Through Click Through

Traffic

Assembled Web OView | SaaS to Manage Content Sponsorships OView Enables Content Sponsorships 1. Embed Code on Partner Site <script type=&quot;text/javascript“ src= &quot;http://apps.oview.com/service.php/ portal?clientId=X&quot;></script> 2. Manage Experience to maximize partner relationship Complete visibility - full web analytics, A/B testing In-market changes - content, applications, layout, etc. Track conversion funnels - x-domains to your conv. sites 3. Centrally Manage Campaigns Content management – all distributed content and applications Channel management – unique style sheets, campaigns by partner

OView Enables Content Sponsorships

1. Embed Code on Partner Site

<script type=&quot;text/javascript“ src= &quot;http://apps.oview.com/service.php/ portal?clientId=X&quot;></script>

2. Manage Experience to maximize partner relationship

Complete visibility - full web analytics, A/B testing

In-market changes - content, applications, layout, etc.

Track conversion funnels - x-domains to your conv. sites

3. Centrally Manage Campaigns

Content management – all distributed content and applications

Channel management – unique style sheets, campaigns by partner

Thanks John Eckman [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/

John Eckman

[email_address]

http://twitter.com/jeckman

http://www.openparenthesis.org/