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#1NWebinar: Cracking Big Content

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We are currently producing far more data than people can consume – more than we can even process using today’s technology. When there are 750 tweets sent every second, more than 1 million special interest groups on LinkedIn and thousands of publications created by a single firm every year, how do you ensure the right content is getting to the right people?

Join Kalev Peekna as he explores ways you can avoid creating the experience of information overload for your audiences. He shares how you can Crack Big Content by organizing, engaging, adapting and analyzing your communications, preventing them from looking, feeling and acting like work. He also provides examples of tools organizations have used to successfully guide overwhelmed readers.

To view the webinar recording, visit http://bit.ly/13aWTZ3.

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#1NWebinar: Cracking Big Content

  1. 1. 21 February 2013Cracking Big ContentWebinar
  2. 2. The Challenge
  3. 3. Big DataOur information ecosystem (a.k.a. the internet) is producingmore data than we can possibly process using currenttechnology. 1,000,000+60 Hours of special interestvideo 750 Tweets groupsuploaded per secondevery minute
  4. 4. The Marketing ViewMarketing and BD have their own version of Big Data: BigContent40000 Publications 40,000300002000010000 4,000 40 0 2001 2012 2022
  5. 5. The Audience View Whatinterests The real danger for the me user experience is Information Overload What you offer
  6. 6. The Result? Unbounded accumulation of content offerings degrades the experience. Your communications begin to look, feel, and act like work.
  7. 7. First Things First:BlameSo whose fault isthis invidiousproblem? These guys.
  8. 8. Cracking the Problem• Content isn’t really the problem• The key to avoiding the experience of information overload is to crack big content by: – Organizing – Engaging – Adapting – Analyzing
  9. 9. Response: Three-steps toCracking Big Content
  10. 10. Step One
  11. 11. Keep Calm
  12. 12. Was there life before the Internet? Information overload was not created by the Internet.
  13. 13. Pre-Internet OverloadSince we’ve been able to record information,people have complained that there’s too much:• “Of making books there is no end.” - Ecclesiastes 12:12• “The abundance of books is distraction” - Seneca• “Life is short, art is long” - Hippocrates• “Such is the flood [of books] that even things that might have done some good lose all their goodness” - Erasmus
  14. 14. Pre-Internet SolutionsOver thousands of years, we’ve created a range of tools toguide overwhelmed readers:• Categorization• Indices• Alphabetization• Summation & CompilationToo Much to Know: Managing Scholarly Information before the Modern Age,Ann M. Blair, 2010
  15. 15. Categories
  16. 16. Compilation
  17. 17. Indices
  18. 18. Alphabetization
  19. 19. Step Two
  20. 20. Carry On
  21. 21. New ToolsInteractive media allow people to take control ofhow they access information:• Search• Social• Filters• Tagging / Taxonomy• Personalization• Visualization
  22. 22. Search Search is probably the most powerful, most useful tool we can offer our audiences. It’s why Google is a verb, and Yahoo is a cautionary tale. It’s also imperfect.
  23. 23. Social It’s widely observed that social networks are becoming the primary information source for many users. Social brings together two powerful functions that help people find the right information: influence and curation.
  24. 24. Social
  25. 25. Filters
  26. 26. Tagging
  27. 27. Personalization
  28. 28. Visualization
  29. 29. Visualization
  30. 30. How do we bringall that together?
  31. 31. One North’s Research Exercise In the “Trust & Worthy” site, we imagined how all these techniques can be combined in a simple, unified, interactive experience. http://examples.onenorthinteractive.com/trustworthy
  32. 32. Step Three
  33. 33. Now Panic and Freak Out
  34. 34. Why Panic? ?In between good content and a great interactiveexperience lies a lot of analysis.And currently, almost all that analysis must be done bypeople. That means you.
  35. 35. Content “Entry” is a Lie First Last Contributors Source Attachments Body Content Entry Structure Score Tag Relate
  36. 36. Computers Can’t Read The problem is that current systems can’t read – not even Google knows what all that web content means.
  37. 37. The Problem is Also the SolutionSome of the biggest names in Informationresearch are looking for ways to take raw contentand turn it into structured data - to give contentmeaning.They call this effort Big Data.
  38. 38. How Big Data Will HelpBy 2022, these analysis engines will be available as on-demand services that all kinds of other systems can use. Web CMS Content Data
  39. 39. How Big Data Will Help WHAT DO YOU MEAN, IT DOESN’T “POP”? By 2012, you will spend a lot less time teaching your CMS what your communications mean. You will be able to get back to actual marketing and business development. C’M’HERE. I’LL SHOW YOU “POP”
  40. 40. Cracking Big Content: TheRecapStep One: Keep CalmDon’t blame the content. Content is good.Step Two: Carry OnExplore new, interactive capabilities to connectusers to information.Step Three: Don’t PanicHelp is on the way. Embrace the Cloud.
  41. 41. Q&A

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