Mike Petit Presentation


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Mike Petit Presentation

  1. 1. Time to Act: How Semantic Technology can Meet the Challenge of Social Content Monetization The Semantic Web Media Summit 2011 Michael T. Petit, Founder & CIO
  2. 2. Theme of this Discussion The Semantic Web, and Semantic Technology, are No Longer just a Cause, but a Tangible, Effective Tool for the Publisher. The Rise of Social Media has Complicated the Publishing/Media Model: that Tool is now Indispensible. We can Act Now , and Affect both the Top Line and the Bottom Line.
  3. 3. The Time-honored Model: It Starts with Content…
  4. 4. … Reach/Shelf Life is Multiplied (Repurposing, Syndication…)
  5. 5. … and Value is Optimized (mostly through Advertising)
  6. 6. But there are New Challenges <ul><li>Control: </li></ul><ul><ul><li>Social Enhances Engagement but Challenges Editorial Control </li></ul></ul><ul><li>Demand Versus Shelf Life: </li></ul><ul><ul><li>Mobile Raises Demand, even as… </li></ul></ul><ul><ul><li>The World moves Faster… </li></ul></ul><ul><ul><li>Attention Spans are much Shorter </li></ul></ul><ul><li>Impact: </li></ul><ul><ul><li>The Web is no longer about Finding, it ’ s about Being Found: </li></ul></ul><ul><ul><ul><li>Your Content </li></ul></ul></ul><ul><ul><ul><li>You! </li></ul></ul></ul><ul><ul><li>Niche Expectations </li></ul></ul><ul><li>Value: </li></ul><ul><ul><li>Social Media can Generate Premium Inventory, but Brands May Not See it that Way </li></ul></ul>
  7. 7. Meeting the Challenge The Semantic One-Two Punch
  8. 8. Meeting the Challenge <ul><li>Gain an Understanding of the Content </li></ul><ul><ul><li>To Use it…you have to Understand it </li></ul></ul><ul><ul><li>As it ’ s Created </li></ul></ul><ul><ul><li>In Terms you can Use </li></ul></ul>The Semantic One-Two Punch
  9. 9. Meeting the Challenge <ul><li>Gain an Understanding of the Content </li></ul><ul><ul><li>To Use it…you have to Understand it </li></ul></ul><ul><ul><li>As it ’ s Created </li></ul></ul><ul><ul><li>In Terms you can Use </li></ul></ul><ul><li>Use Understanding to Drive Classification </li></ul><ul><ul><li>Identify Audiences </li></ul></ul><ul><ul><li>Lift CPMs </li></ul></ul><ul><ul><li>Connect to the Reader </li></ul></ul>The Semantic One-Two Punch
  10. 10. The OpenAmplify Vision for Social Content OpenAmplify Believes that the Fullest Possible Monetization of Social Content will be Delivered through the Combination of Understanding and Classification.
  11. 11. Understanding Comes First <ul><li>We Used to Create our Own Content; Now our Audience Does </li></ul><ul><li>We used to Understand what we Published; Now we can ’ t even Read Everything we Publish </li></ul><ul><li>Without Understanding how the Reader Reacts to/Enhances the Content, we can ’ t: </li></ul><ul><ul><li>Follow it where it Goes </li></ul></ul><ul><ul><li>Validate/Focus the Journalism </li></ul></ul><ul><ul><li>Determine where it ’ s Brand Safe/Brand Relevant </li></ul></ul><ul><ul><li>Monetize the Inventory it Creates </li></ul></ul><ul><li>Understanding Preserves/Enhances the Sales Model by Helping the Sales Team Compete </li></ul>?
  12. 12. Classifying it Makes it Actionable <ul><li>Once you Understand it, you can Classify It </li></ul><ul><ul><li>Into Industry-relevant Categories </li></ul></ul><ul><ul><li>By Attitudes and Intentions </li></ul></ul><ul><li>Once it ’ s Classified, you can Take Action </li></ul><ul><ul><li>Place it where its most Useful </li></ul></ul><ul><ul><li>Repurpose it </li></ul></ul><ul><ul><li>Answer the RFP with it </li></ul></ul><ul><ul><li>Make it Easier to Search/Find </li></ul></ul><ul><li>Once you can Take Action, You can Optimize it </li></ul><ul><ul><li>Create higher CPMs against Social Content </li></ul></ul><ul><ul><li>Sell Credible, Dynamic Audiences </li></ul></ul><ul><ul><li>Focus Journalism through Increased Reader Engagement </li></ul></ul>
  13. 13. The Benefits are Tangible: “ Return on Content ” <ul><li>Quality Ad Inventory against Social Media </li></ul><ul><li>More Effective Reader Feedback to Focus Content Creation </li></ul><ul><li>CPA/Audience Opportunities: </li></ul><ul><ul><li>- The RFP wants car intenders? You can credibly provide them because attitudes and intent are known </li></ul></ul><ul><ul><li>- Fulfill CPA requirements with lower wastage </li></ul></ul>
  14. 14. We can DO this! <ul><li>The Technology to Help us Understand and Classify is Ready </li></ul><ul><li>The ROI is Measurable, so Budgets are Defensible </li></ul><ul><li>Foot in the Door: Management is Beginning to Understand “ Sentiment ” , a Good Starting Point </li></ul><ul><li>Costs and Effort are Reasonable </li></ul><ul><li>Not Doing It has an Opportunity Cost: “ Where Did My Lunch Go? ” </li></ul>
  15. 15. Let ’ s Talk About It <ul><li>Short Panel Discussion Now </li></ul><ul><li>“ Conversation Station ” All Day: Let ’ s Make Some Content </li></ul><ul><li>After this Conference, and Going Forward… </li></ul><ul><li>The Means are There; Let ’ s Act </li></ul>
  16. 16. Let ’ s Talk About It: Panel Discussion <ul><li>The Means are There; Let ’ s Act </li></ul><ul><li>Thanks to Our Panelists: </li></ul><ul><li>Mike Dunn, Hearst Interactive Media </li></ul><ul><li>Eric Franzon, semanticweb.com </li></ul>