mSpoke Basics


Published on

An overview of the mSpoke Solutions to help publishers learn more about their content & audience, so they can earn more money!

Published in: Technology, Education
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • mSpoke Basics

    1. 1. Know more to earn more … June 2009
    2. 2. Agenda <ul><li>Market Dynamics </li></ul><ul><li>mSpoke background </li></ul><ul><li>mPower service capabilities/overview </li></ul><ul><li>mPower use cases </li></ul><ul><li>Other mSpoke services </li></ul><ul><li>mSpoke customers </li></ul>
    3. 3. Media is in a quandary <ul><li>Transition to online changes audience relationship </li></ul><ul><ul><li>In print, “one-year names” were world class </li></ul></ul><ul><ul><li>Online, each individual audience member votes on each individual article </li></ul></ul><ul><li>Audience wants to participate </li></ul><ul><ul><li>‘ Citizen journalism’ and user-generated content are upending traditional content-creation models </li></ul></ul><ul><li>Advertisers want more detailed segmentation of your audience </li></ul><ul><li>Technology prowess is suddenly a critical success factor </li></ul><ul><ul><li>Like it or not, as soon as you go online your software mediates all interactions between your audience, your content, and your advertisers </li></ul></ul>
    4. 4. Media is in a quandary <ul><li>Reinvent our audience relationships </li></ul><ul><ul><li>Business media’s emerging role is as platform for community – provide services that help our audience members be more successful & influential </li></ul></ul><ul><ul><li>Meet higher expectation for right content at right time ( Do you have the content I need right now? ) </li></ul></ul><ul><li>Reinvent our content models </li></ul><ul><ul><li>Video, blogs, user content, social networks, </li></ul></ul><ul><ul><li>Maintain authoritative position through curation of aggregated content </li></ul></ul><ul><li>And do it all with state-of-the-art technology and </li></ul><ul><li>insanely great technical execution </li></ul>
    5. 5. Enter mSpoke! <ul><li>A team of rocket scientists from CMU </li></ul><ul><li>Developed adaptive learning algorithms </li></ul><ul><li>Formed Peak Strategy in 2002 </li></ul><ul><li>Built an initial product around highly structured data for the financial services market, targeted at asset managers </li></ul><ul><ul><li>Did “alpha modeling” – unless you’re a “quant,” you don’t want to know! </li></ul></ul><ul><ul><li>Assets, but no employees, sold to Morgan Stanley in 2006 </li></ul></ul><ul><li>Used proceeds to form mSpoke to apply technology to unstructured content for B2B media market. </li></ul>
    6. 6. mPower: predicting what readers want next <ul><li>mPower starts with your content: </li></ul><ul><li>Step 1: Analyze your content to really understand what each individual article is about </li></ul><ul><ul><li>Extracts detailed knowledge about the topics, themes and entities contained in the content </li></ul></ul><ul><ul><li>Knowledge manifests in well-formed, SEO-optimized metadata </li></ul></ul><ul><li>Step 2: Observe readers interacting with the content </li></ul><ul><ul><li>Use the analysis from Step 1 to build profiles of each individual reader’s interests, based on their interaction ( what is read and what is passed up) </li></ul></ul><ul><li>Step 3: Use the profiles developed in Step 2 to recommend additional/future content matched to the user's interests. </li></ul><ul><ul><li>Recommended content might be articles, or ads, or white papers, etc. </li></ul></ul>
    7. 7. mPower profiles individuals, not groups <ul><li>mPower profiles user interests separately for each individual; never grouped together with other users </li></ul><ul><li>mPower profiles content individually, too </li></ul><ul><ul><li>The adaptive algorithms are constantly learning how users interact with each individual piece of content. </li></ul></ul><ul><ul><li>Articles that don’t “perform” won’t continue to be offered </li></ul></ul><ul><ul><li>Valuable archival content can be brought to the surface </li></ul></ul><ul><li>mPower’s automated technology never stops learning </li></ul><ul><ul><li>It increasingly presents to users the content that they most want to see </li></ul></ul>
    8. 8. mPower leverages external content for you <ul><li>mPower aggregates nearly all publicly available RSS feeds </li></ul><ul><li>Can filter to match your content set </li></ul><ul><li>Can also filter specific content you identify or license </li></ul>
    9. 9. SaaS makes mPower easy to deploy <ul><li>‘ Heavy Lifting’ done in Pittsburgh via SaaS model that removes deployment burden onto mSpoke staff </li></ul><ul><li>You provide content and user database “dumps” </li></ul><ul><li>You insert couple lines of code that allows mSpoke to recognize visitors </li></ul>
    10. 10. Typical mPower use cases <ul><li>Adaptive Widgets </li></ul><ul><ul><li>Adaptive Web Site </li></ul></ul><ul><li>Adaptive Newsletter </li></ul><ul><li>Aggregation Plays </li></ul><ul><ul><li>Aggregated Adaptive Newsletter </li></ul></ul><ul><ul><li>Event companion site </li></ul></ul><ul><li>All monetized through: </li></ul><ul><ul><li>Increased conversion of ads, white papers, registrants, etc., thanks to mPower’s recommended matches </li></ul></ul><ul><ul><li>And decreased list fatigue thanks to mPower’s better segmentation & higher conversion off the site/newsletter </li></ul></ul>
    11. 11. mPower adaptive widgets use case <ul><li>Integrated website widgets that offer </li></ul><ul><ul><li>Contextually related content recommendations (when don’t know user) </li></ul></ul><ul><ul><li>Personalized content recommendations (when know user) </li></ul></ul><ul><ul><li>Personalized ads, white papers, etc., </li></ul></ul><ul><ul><li>Matched ads, WPs, other content, etc., to context of forum and social network content </li></ul></ul><ul><ul><ul><li>Otherwise hard to do due to lack of control and tagging </li></ul></ul></ul>
    12. 12. mPower newsletter use case <ul><li>Email newsletter </li></ul><ul><ul><li>Increasingly personalized to reading habits of each individual subscriber </li></ul></ul><ul><ul><li>Can use all internal content or mix of internal and externally aggregated content </li></ul></ul><ul><ul><li>Can leverage all external content in aggregation play </li></ul></ul><ul><ul><li>Monetized via advertising and white paper/lead gen </li></ul></ul>
    13. 13. Sample Personalized Email Every article scored based on personal relevance Optionally: Users can provide more feedback You select the sources Abstract they can click on to read the entire story
    14. 14. mPower event companion use case <ul><li>Event “companion” site </li></ul><ul><ul><li>News & information site establishes year-round brand relationship with face-to-face event attendees </li></ul></ul><ul><ul><li>Relevant content from across the live web </li></ul></ul><ul><ul><li>Personalized to the interests of the user over time </li></ul></ul><ul><ul><li>Newsletter, too </li></ul></ul>
    15. 15. mPower list fatigue use case <ul><li>Increases conversion rates by making the right offer to the right visitor at the right moment when they are most interested </li></ul><ul><li>Decreases list fatigue by </li></ul><ul><ul><li>Sending emails to smaller, more targeted subsets of the list – yet getting same or better conversion because of matching the interests of those in that targeted subset </li></ul></ul><ul><ul><li>Converting right off a web page, “in the moment” (reducing need for list blasts in the first place) </li></ul></ul>
    16. 16. Know more to earn more <ul><li>mPower helps B2B media companies know more about their content and their audience so they can: </li></ul><ul><li>Deeply understand the needs of audience members </li></ul><ul><li>Respond directly to those needs </li></ul><ul><li>Match those needs with personalized </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Ads </li></ul></ul><ul><ul><li>White papers </li></ul></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Events </li></ul></ul>
    17. 17. Other mSpoke services: mSense <ul><li>“ Metadata as a service” </li></ul><ul><ul><li>Not everyone has well-formed metadata on their content </li></ul></ul><ul><ul><li>SEO optimized </li></ul></ul><ul><ul><li>Developed at customer request </li></ul></ul><ul><li>Use mSense to </li></ul><ul><ul><li>Enhance your content's &quot;findability&quot; through metadata annotation. </li></ul></ul><ul><ul><li>Better leverage other content providers' RSS feeds. </li></ul></ul><ul><ul><li>Enrich your own understanding of the content you produce. </li></ul></ul>
    18. 18. Other mSpoke services: mTrends <ul><li>Identifies important changes as they emerge by monitoring the conversations that you care about </li></ul><ul><ul><li>Tracks millions of conversations on the web in real time </li></ul></ul><ul><ul><li>Statistically analyzes topics, themes, entities and connections in a particular subject area </li></ul></ul><ul><li>Use mTrends to </li></ul><ul><ul><li>Identify important new themes so you can act deliberately before your competitors do. </li></ul></ul><ul><ul><li>Recognize and influence emerging thought leaders and influencers early in their development. </li></ul></ul><ul><ul><li>Stay informed without an overwhelming number of searches or multiple keyword alerts </li></ul></ul>
    19. 19. Customers <ul><ul><li>uses mSpoke's &quot;mPower&quot; to manage and host an email newsletter named SupplyChainDaily ( ). </li></ul></ul><ul><ul><li>Each subscriber gets his own newsletter with content tailored to his specific interests, based pervious behavior </li></ul></ul><ul><ul><li>a continuing medical education provider, uses mPower to track what &quot;credits&quot; its registered doctors are working toward. mSpoke suggests articles to accelerate their progress </li></ul></ul><ul><ul><li>uses mPower to power their related content widget </li></ul></ul><ul><ul><li>One of the world's best known strategy consulting firms uses mTrends to monitor trends on the web </li></ul></ul><ul><ul><li>Uses mPower to automate the process of assigning relevant topics to their stories </li></ul></ul>
    20. 20. Thank you!