The future of social media ozmota inc personalized web - final public 210611

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For the social web to deliver greater relevancy, it must evolve. It must become personal. To better understand this, we must look at how the web has evolved and where it needs to get to. Ozmota …

For the social web to deliver greater relevancy, it must evolve. It must become personal. To better understand this, we must look at how the web has evolved and where it needs to get to. Ozmota Inc's mission is to Personalize the web.

By directing people’s attention provides many opportunities, particularly given attention is truly our most valued currency.

Once the web knows your interests, the way in which we consume the web can start to change.

Information that is not discoverable through keyword search starts to float to the top of your interest streams.

New people and information can be discovered, rather than pushed at us. Or more precisely, information is pulled to the surface to the huge corpus of information for each user.

This will not only drastically improve information discovery, but will accelerate collaboration and conversation and focus our attention on what matters most.

With a personalised view of the web, each and every user will be connected with the right information at the right time.

Further, by accessing our technology through defined interfaces, any website or application can use knowledge of a user’s interests in order to give them a personal experience.


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  • 1. WEB3.0“THIS TIME IT’S PERSONAL” Web 3.0 & The Future of Social Media Forum
  • 2. Matthew Kapp CEO & Co Founder Ozmota Email: Matthew.Kapp@Ozmota.com OzMota™ The Web Made Personal ™January 2011 Ozmota Inc. Proprietary and Confidential 2
  • 3. AGENDA• The “What the....” phenomena?• The evolution of the Web• Social Media 1.0• Web 3.0 and the Personalised Web• A little about Ozmota• Q&AJune 2011 Ozmota Inc - "the web made personal"™ 3
  • 4. What the ......?• Facebook: What’s on your mind?• Twitter: What are you doing now?• Foursquare: Where are you now?• Instagram: What are you seeing now?• last.fm: What are you listening to now?June 2011 Ozmota Inc - "the web made personal"™ 4
  • 5. THE EVOLUTION OF THE WEBJune 2011 Ozmota Inc - "the web made personal"™ 5
  • 6. WEB 1.0 The web as an information portal “The age of email, directories & search” circa 1990 to 2005 NoiseJune 2011 Ozmota Inc - "the web made personal"™ 6
  • 7. WEB 1.0 = Content + CommerceJune 2011 Ozmota Inc - "the web made personal"™ 7
  • 8. WEB 2.0 The Web as a Platform “The age of social media” circa 2006 to now NoiseJune 2011 Ozmota Inc - "the web made personal"™ 8
  • 9. WEB 2.0 = Content + Commerce + CommunityJune 2011 Ozmota Inc - "the web made personal"™ 9
  • 10. WEB 1.0 WEB 2.0 = Content + Commerce + Community “From a directory taxonomy to a social folksonomy”June 2011 Ozmota Inc - "the web made personal"™ 10
  • 11. SOCIAL MEDIA• Leverages the social graph to allow user’s to share content and communicate• The social graph provides viral opportunities• This gives each user their own brand & reputation• Unbelievable experiences and value has been unlockedJune 2011 Ozmota Inc - "the web made personal"™ 11
  • 12. WEB 2.0 ACHILLES HEEL• WEB 2.0 platforms are brilliant in facilitating content generation, in fact they are too good, with content creation continuing to accelerate35hrs of video uploaded every minute1 140 million tweets per day2 30 billion pieces of content shared each month3 1: http://www.youtube.com/t/press_statistics 2: http://blog.twitter.com/2011/03/numbers.html 3: http://www.facebook.com/press/info.php?statisticsJune 2011 Ozmota Inc - "the web made personal"™ 12
  • 13. INFORMATION OVERLOAD A person’s web experience is floodedJune 2011 Ozmota Inc - "the web made personal"™ Source: The Conversation Prism (http://www.theconversationprism.com/) 13
  • 14. WE ARE GETTING FLOODED WITH INFORMATION• More information• More social media• More platforms• More connections• More mobility• More real-time Source: http://www.flickr.com/photos/25031050@N06/3292307605/sizes/m/in/photostream/ MORE DISTRACTIONS = LESS ATTENTIONJune 2011 Ozmota Inc - "the web made personal"™ 14
  • 15. “We pay continuous partial attention in an effort NOT TO MISS ANYTHING.” Linda Stone (former VP Microsoft)June 2011 Ozmota Inc - "the web made personal"™ 15
  • 16. A WAY FORWARD• To truly harness the power of the social graph, we need more than a platform that connects us with everyone we know......• We need – Reduction in noise – Prioritisation of content – Individualisation of content – Implicit learning models (behaviour) – Context – Serendipitous discoveryJune 2011 Ozmota Inc - "the web made personal"™ 16
  • 17. WEB EVOLUTION Their Web Social Web Personal Web High Signal 1990 - 2005 2006 - 2011 2011 -Signal to Noise Ratio High Noise Low Volume High Volume Volume of Information June 2011 Ozmota Inc - "the web made personal"™ 17
  • 18. WEB 3.0 = Content + Commerce + Community + Context + PersonalisationJune 2011 Ozmota Inc - "the web made personal"™ 18
  • 19. WEB 2.0 WEB 3.0 = Content + Commerce + Community + Context + Personalisation“Web 3.0 is not a separate Web, but an extension of the current one, in which information is given well- defined meaning and context”June 2011 Ozmota Inc - "the web made personal"™ 19
  • 20. SIGNIFICANCE OF WEB 3.0• Personalised Web – my view of the web shaped for me – focused on the individual• Contextual Discovery – information organisation• “me-onomy” – the context is me!• Autonomous Search – machine surfing• Pull business models – No longer one-way push by brandsJune 2011 Ozmota Inc - "the web made personal"™ 20
  • 21. WHAT DOES WEB3.0 NEED TO BE?• What will be the next big trend on the Internet after “search” of Google and “social” of Facebook• Answers – Mobile – Influence – Connecting business to clients dynamically – Personalization – Bridging online and offline interactions – Social Discovery – Connecting people through the Interest Graph Source: http://www.quora.com/What-will-be-the-next-big-trend-on-the-Internet-after-search-of-Google-and-social-of-FacebookJune 2011 Ozmota Inc - "the web made personal"™ 21
  • 22. CONTEXT• The circumstances in which an event occurs; a setting• Context is important because it can – provide the context of the content in relation to me – refer to why content is relevant – refer to the device that is accessing the content – refer the location of where the content originated, described or where I am – refer to the relationship between me and the informationJune 2011 Ozmota Inc - "the web made personal"™ 22
  • 23. CONTEXT HELPS PERSONALISATION• Context advances Web 2.0 towards Web 3.0• When machines can understand the context of content, and of a user, the web can better satisfy a user’s needs• Context helps enable personalisation, but there is more needed…….. How do we dynamically represent a user’s interests?June 2011 Ozmota Inc - "the web made personal"™ 23
  • 24. INTEREST GRAPH• The interest graph is an online representation of individuals’ interests• Combined with context, it allows us to float relevant content in front of a user’s attention• Some people consider this the middle ground between search, advertising and the social graphJune 2011 Ozmota Inc - "the web made personal"™ 24
  • 25. WEB GORILLAS ARE VYING FOR POSITION “The notion of autonomous search – to tell me things I didn’t know but am probably interested in – is the next great stage of search” Eric Schmidt, Google “With 100 million tweets flowing through the system on a daily basis, there’s something for everyone, but the real challenge is finding the most valuable stuff for you” Evan Williams, Twitter “With a normal website, your technology is focused on caching. But Facebook is completely personalized. Every time you visit, you get a unique personal experience” Bret Taylor, Facebook June 2011 Ozmota Inc - "the web made personal"™ 25
  • 26. THE INTEREST GRAPH• The interest graph provides a new way to discover content & people with similar tastes to yours• It is the new way to get from both within, and beyond, your social graph, the content that will interest you personally• It forms a network of people who share interests with you, but who you don’t necessarily know a connection within the social graphJune 2011 Ozmota Inc - "the web made personal"™ 26
  • 27. THE INTEREST GRAPH• The interest graph introduces a new challenge and opportunity for brands to communicate their messages to those people that will genuinely be interested in what they have to say “The interest graph promises to deliver marketers messages to those that are, or should be interested”June 2011 Ozmota Inc - "the web made personal"™ 27
  • 28. June 2011 Ozmota Inc - "the web made personal"™ 28
  • 29. APPROACHES TO PERSONALISATION Adapts due to community Adapts to the individual based Implicit Feedback feedback to surface on natural activity through “interesting” items. the system. With more use, Often guided due to the predictive behaviour popularity, trending topics or improves. demographics. Adapts to your selected Explicit Feedback Driven by individual and interests and responds to community feedback through direct inputs to the system voting, stars, ratings, likes, and through voting and chosen keyword preferences. criteria. Collaborative / Social Individual BehaviourJune 2011 Adapted from “The Third Wave of - "the web made personal"™ Ozmota Inc the Web: Personalization of Streams” by Louis Gray 29
  • 30. WEB PERSONALISATION Communicate Social Graph Discover Socialise Interest Behaviour Graph Transact CurateJune 2011 Ozmota Inc - "the web made personal"™ 30
  • 31. THE PERSONALISED WEB A paradigm shift in “Serving our Attention” Quantum Choice Personal Footprint Atomised Data Web Collective Attention Intelligent ServiceJune 2011 Ozmota Inc - "the web made personal"™ 31
  • 32. Markets for One “The power shift of the semantic web will give all customers – whether individuals or institutions – the tools to pull information whenever, wherever, and however they want it” David Siegel (Author “Pull” The Power of the Semantic Web to Transform Your Business)June 2011 Ozmota Inc - "the web made personal"™ 32
  • 33. KEY POINTS• Personalised web will be very relevant, and very dynamic• Marketeers must create content that can travel through the interest graph• The intelligence must be embedded, or discoverable within the content – Context and advanced metadata• Sites and applications must deliver on-demand, interest focused content for socialisation on the web• How this content moves through the web will be fundamentally outside of content providers controlJune 2011 Ozmota Inc - "the web made personal"™ 33
  • 34. KEY POINTS• The potential of harnessing this data will become invaluable for brands, so marketers will be using the power of the data in the near future to their advantage• When brands create content, they will also need to define the context that links the content to the interest graph• Marketers will have the ability to take this personalised data to drill down to find their core customer accurately• To further specialise from the monolithic Interest Graph into Taste Graphs, Financial Graphs, Local Network Graphs etc. through implicit graph definitionsJune 2011 Ozmota Inc - "the web made personal"™ 34
  • 35. KEY CHALLENGES• Web-scale interest (human like) ranking engines• Artificial intelligence• Machine learning• Content categorisation• Linking it all togetherJune 2011 Ozmota Inc - "the web made personal"™ 35
  • 36. NEED NEW HUMAN LIKE ALGORITHMS song book technology person article personJune 2011 Ozmota Inc - "the web made personal"™ 36
  • 37. WHO TO FOLLOW - TWITTERJune 2011 Ozmota Inc - "the web made personal"™ 37
  • 38. INTEREST INFLUENCEJune 2011 Ozmota Inc - "the web made personal"™ 38
  • 39. OZMOTA Personalize the world’s extreme and fast growing corpus of knowledge represented through people, within the web and online data Matthew Kapp & Simon Button – Cofounders of Ozmota - 2008June 2011 Ozmota Inc - "the web made personal"™ 39
  • 40. WEB 3.0 Communicate Social Graph Discover Socialise Interest Behaviour Graph Transact Curate Noise Noise SignalJune 2011 Ozmota Inc - "the web made personal"™ 40
  • 41. PERSONALISING THE WEB Context Discovery Platform Context Filters Trust Filters Intent Filters Context Filters Trust Filters Intent Filters Noise Signal NoiseJune 2011 Ozmota Inc - "the web made personal"™ 41
  • 42. INTEREST CONCIERGELEVERAGING LINKED DATA FOR A PERSONALIZED WEB EXPERIENCE mobile autonomous search PC web experience important information tablet ThinkBox™ reputation like-minded people interests June 2011 Ozmota Inc - "the web made personal"™ 42
  • 43. PLATFORM OPPORTUNITIES Personalised Web Enterprise Social Sector Mobile / Education Content Telecoms CONTEXT Health DISCOVERY Research Commerce PLATFORM Innovation Travel Media Management Services HRM CRM Government Noise SignalJune 2011 Ozmota Inc - "the web made personal"™ 43
  • 44. TAKE HOMES• Context and Personalisation transform Web 2.0 to Web 3.0• Social Media must adapt to support this transformation• Context is extremely important to delivering personalisation• The convergence of the Interest and Social Graphs provide significant personalisation opportunities• The Interest Graph can help extend the long tail of Web 2.0 platforms• Algorithms must continually adapt and support multiple approaches to personalisation – Implicit / explicit behaviour – Interest ontology enhancements – Autonomous search – Interest influence – “unexpected relevance”, or serendipitous discovery of contentJune 2011 Ozmota Inc - "the web made personal"™ 44
  • 45. WHY WEB 3.0 IS PERSONAL?BECAUSE EVERYTHING IS RELATIVE ....... TO ME June 2011 Ozmota Inc - "the web made personal"™ 45
  • 46. QUESTIONS @ozmotaJune 2011 www.ozmota.com 46