Introduction to the Assembled Web - Experian Forward

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

The Assembled Web
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

Example: CNN and Facebook

Example: Rue La La

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

Beyond the Site
Examples: SlideShare, Dopplr

Beyond the Site
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

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

Assembled Web OView | SaaS to Manage Content Sponsorships
OView Enables Content Sponsorships
1. Embed Code on Partner Site
<script type="text/javascript“ src= "http://apps.oview.com/service.php/ portal?clientId=X"></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/

Introduction to the Assembled Web - Experian Forward

by John Eckman on Aug 31, 2009

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