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20140224 nfais-signal-economy-blossom

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20140224 nfais-signal-economy-blossom

  1. 1. The Signal Economy Publishing Success in a Web of Sensors, Senses and Semantics John Blossom, Shore Communications Inc.24 February 2014
  2. 2. About Shore • Content Marketing Strategists o For publishing and content technology products & services in enterprise and media markets • We provide: o Market research, intelligence & analysis o Marketing strategy review and advice o Go-to-market content and services • Recognized: o Twice-awarded EContent 100 Company o SIIA CODiE – Best Media Blog shore.com
  3. 3. What is Signal? A new perspective on information
  4. 4. What is signal? • sig·nal ˈsignəl/ noun “A gesture, action, or sound that is used to convey information or instructions” • Clear status & action indicators derived from complex inputs • Highly actionable information at the right time & place
  5. 5. Where do we get signal? Anything Anywhere Any time Signal is the most abundant knowledge resource today
  6. 6. Everything can generate signal Internet Protocol Version 6 provides 340 trillion trillion trillion addresses! EVERY THING in the world can send signal via the Web and Web-aware networks The world IS signal
  7. 7. The economic impact of signal FROM: Information Autocategorization Building data sets Extracting entities Computing Analysis
  8. 8. ...and that’s just the “things!” More than 32 billion new personal sensors in 2014
  9. 9. Not just big data! It’s what Big Data helps us to DO faster and better with analytics
  10. 10. Poll Question #1 Are you integrating big data analytics into your current publications or client platforms? (YES/NO/NOT SURE)
  11. 11. What’s creating signal? sensors social semantics analyzed at scale In Web cloud services
  12. 12. SENSORS: Signal in motion • “War on Terrorism” o I Location Altitude Motion Sound Vision Speed/Paces Orientation Biometrics Proximity Tension/Pressure Gestures Environment
  13. 13. Chemicals Climate Density Function Identity Infrared Image Gestures Load Motion Proximity Sound SENSORS: Signal in locations transforming: science industry services
  14. 14. Topics Emotions Opinions Tastes Relationships Activities Profiles SOCIAL: Signal from and for people
  15. 15. SEMANTICS: Signal from analysis Aesthetics Relationships Language Focus Intent Conditions Patterns
  16. 16. Aesthetics Relationships Language Focus Intent Conditions Patterns SEMANTICS: Redefining seeing
  17. 17. Aesthetics Relationships Language Focus Intent Conditions Patterns SEMANTICS: Redefining seeing
  18. 18. SEMANTICS: Redefining listening Weak signals Asymmetry Idiom Nuance Gesture Attitude Likelihood
  19. 19. SEMANTICS: Redefining listening Sound as an always-on semantic gold mine
  20. 20. SEMANTICS: Redefining markets
  21. 21. SEMANTICS: Redefining innovation
  22. 22. Rapidly scalable resources Massive data sets Real-time artificial intelligence Signifying vs. storage + retrieval SCALE: Everything is analyzable
  23. 23. SCALE: Everything has syntax me oducts ed focus and intent rs has rdware to rvices eringKnowing relationship, focus and intent in real-time
  24. 24. SCALE: Everything is predictive Mass prediction of personal demand & action
  25. 25. SCALE: Everything is a service Affordable mass customization of anything
  26. 26. SERVICES: Signal hacks industries
  27. 27. SERVICES: Signal hacks industries
  28. 28. SERVICES: Signal hacks industries
  29. 29. What does signal change? FROM: Information Autocategorization Building data sets Extracting entities Computing Analysis TO: Predictive Services Autocontextualization Signifying signal sets Mapping realities Thinking machines Tailored Actions
  30. 30. What is The Signal Economy? The value of acting on signal
  31. 31. What is The Signal Economy? • The generation, collecting, organizing and analysis of signals that drive economic activity predictively at unprecedented scale • From hypothesis-driven mass planning cycles to signal-driven targeted production cycles
  32. 32. An economy of signal-driven markets ...using less time, fewer resources and more effective filtering of options Understand and fulfill unique demands at scale before others even see them
  33. 33. An economy that demands analysis zeromomentoftruth.com
  34. 34. An economy that anticipates demand
  35. 35. An economy of tailored production Signal drives scalable micromarkets rapidly
  36. 36. An economy sensing its own demands
  37. 37. An economy of complex simplicity • Creating economic value out of effective signals o Driving innovation o Exploiting more “blue skies” o Accelerating marketing o Support as research • From expert-driven decision making to collaborative, data-driven decision making • Marketing before markets are defined Basic diagram source: Cognitive Edge Pty. EXPERTS SYSTEMSSIGNAL $ (Accepted Hypotheses)(Valuable Hypotheses) (No Hypotheses) (Applied Hypotheses)
  38. 38. An economy that redefines success Investing in signal monetizes the value of failure
  39. 39. What Should I Do? Publishers in The Signal Economy
  40. 40. Where publishers like to be MediaData Editorial Text Distribution
  41. 41. Where publishers fit in the Web Your StuffSites/Apps x Search/ Distribution Social Demand
  42. 42. Publishers in The Signal Economy? Your Stuff Sensors/ x Big Data x Analytics Web Stuff Predictive Services
  43. 43. Poll Question #2 Do you think that predictive services would provide high value to your current or prospective customers? (YES/NO/NOT SURE)
  44. 44. Why hide content from signals? Make it aware of what makes it valuable now
  45. 45. Why not become a master of signals? Build services & relationships that deliver it & act on it
  46. 46. Structure is just the beginning • “Google Now for xxx”Can signal from your content be found and adjusted easily? Is it structured in a way that will enable action-oriented analytics?
  47. 47. Follow the verbs The verbs of entity relationships shift in real-time
  48. 48. Create new adjectives and adverbs What subtleties and nuances do others miss?
  49. 49. Adapt to the TL;DR culture Massive information without massive and instant interpretation and application is a thing of the past
  50. 50. Success in The Signal Economy • “What processes and actions are valuable right now?” • “What should I be looking at that has escaped my focus?” • “What are customers/ competitors/leaders/researchers going to do next?” • “This looks like a valuable idea. Can I get in on it?” o Monetizing idea selection and access to its testing
  51. 51. Your to-do list 1. Focus on analytics producing actionable metrics o “How can we quantify semantic signals for action?” o “How do we respond now?” o “What are „failures‟ telling us?” 2. Focus on tailored actions o Targeted, personal, predictive o Aware of real-time syntax shifts o With rich context from anywhere 3. Focus on actionable syntax for any and all content o Rethink your assets - are they contextualized for success?
  52. 52. • “Google Now for xxx” o From static to predictive insights o From queries to predictive alerts o From building lists to building relationships & successful processes o From delivering facts to multiplatform actions o From indexing to real-time knowledge mapping o From producing research to signifying signals Potential Value Statement
  53. 53. A closing thought... ”...Something can be a real failure until it‟s not. It‟s just an absolute dud until it‟s a hit. So you have to be able to sense those early indicators of success, and the leadership has to really lean in and not let things die on the vine. When you have a $70 billion business, something that‟s $1 million can feel irrelevant. But that $1 million business might be the most relevant thing we are doing.” - Satya Nadella, CEO, Microsoft
  54. 54. For Follow-Up PHONE (+01)203.293.8511 203.293.8511EMAIL jblossom@shore.com WEB shore.com contentblogger.com secondwebbook.com TWITTER/GOOGLE+ @jblossom google.com/+JohnBlossom POST John Blossom President Shore Communications Inc. 80 Talcott Road Guilford, CT 06437-5002 USA

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