New Advertising

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New Advertising

  1. 1. New Advertising Yury Lifshits Caltech http://yury.name CS Club, Steklov Institute, 2008 1 / 34
  2. 2. In the past, entrepreneurs started businesses. Today they invent new business models. John Doerr Think global, act local. disputed 2 / 34
  3. 3. Outline 1 The Concept of New Advertising 3 / 34
  4. 4. Outline 1 The Concept of New Advertising 2 Prototype Project: Shopping2.ru 3 / 34
  5. 5. Outline 1 The Concept of New Advertising 2 Prototype Project: Shopping2.ru 3 Research Agenda 3 / 34
  6. 6. 1 The Concept of New Advertising 4 / 34
  7. 7. C M B 5 / 34
  8. 8. Key Ideas More contribution from businesses and consumers 6 / 34
  9. 9. Key Ideas More contribution from businesses and consumers Universal business-consumer environment 6 / 34
  10. 10. Key Ideas More contribution from businesses and consumers Universal business-consumer environment More structure 6 / 34
  11. 11. Key Ideas More contribution from businesses and consumers Universal business-consumer environment More structure Legalize! 6 / 34
  12. 12. Consumer Tasks Search products Buy cheap Discover new things Follow news Form personal style Make choices Get support Memorize Utilize expertise 7 / 34
  13. 13. Business Tasks Analyze market and learn demand Create demand Keep current clients Attract new clients Educate consumer Establish trust 8 / 34
  14. 14. Questions to Consumer How do you discover, decide, find things? Define your style? How can we help? 9 / 34
  15. 15. Questions to Business How do you do internet marketing and CRM now? How can we help? 10 / 34
  16. 16. Interesting Projects Wakoopa, Shelfari, Imhonet, Vladelia, Hel-looks, Last.fm, Yelp, VKontakte places, Facebook for business, LiveJournal Club Card 11 / 34
  17. 17. 2 Prototype Project: Shopping2.ru 12 / 34
  18. 18. Mission Help people to buy Help companies to sell 13 / 34
  19. 19. Focus Database Organize connections Taste making News 14 / 34
  20. 20. History Dec’07: First words May’08: First line of code July’08: First user 15 / 34
  21. 21. History Dec’07: First words May’08: First line of code July’08: First user October’08: Launch 15 / 34
  22. 22. Investment Direct: < 1K$ Stupid: 2.5 K$ 16 / 34
  23. 23. Technology Django LAMP (linux-apache-mysql-python) Jquery/javascript, html/css Postfix, svn, trac Dedicated hosting 90$/Mo 17 / 34
  24. 24. Team Yury Lifshits startsite.ru, csin.ru Anton Nazarov vkontakte.net.ru 18 / 34
  25. 25. Experiment “Tell about yourself to learn about others” VKontakte ID “required” Invite three people to get access Garment tagging script 19 / 34
  26. 26. Getting users Our personal blogs Posting in related communities 20% registered by invitations Reviews in press and blogs 20 / 34
  27. 27. Results 1000 registrations in 2.5 months 400 photos, 1800 garments, 200 shopping places, 700 brands 21 / 34
  28. 28. Most popular brands 22 / 34
  29. 29. Most popular brands 1 ZARA 2 Adidas 3 Nike 4 Mango 5 Esprit 6 Ecco 7 Converse 8 Mexx 9 Levi’s 10 Lacoste 22 / 34
  30. 30. Business model: paid services for companies Communication to consumer: QA, feedback, polls, surveys Market analysis Content distribution Loyalty programs 23 / 34
  31. 31. 3 Research Agenda 24 / 34
  32. 32. Billion wishes Collect 1 000 000 000 pairs “person — wish” 25 / 34
  33. 33. Recommendations 5 Questions recommendations 26 / 34
  34. 34. Recommendations 5 Questions recommendations Middle layer: style, values, music 26 / 34
  35. 35. Recommendations 5 Questions recommendations Middle layer: style, values, music Superpositive recommendations 26 / 34
  36. 36. Recommendations 5 Questions recommendations Middle layer: style, values, music Superpositive recommendations Item-to-item recommendations 26 / 34
  37. 37. Recommendations 5 Questions recommendations Middle layer: style, values, music Superpositive recommendations Item-to-item recommendations List recommendations 26 / 34
  38. 38. Recommendations 5 Questions recommendations Middle layer: style, values, music Superpositive recommendations Item-to-item recommendations List recommendations Rankings 26 / 34
  39. 39. Data Licensing Getting data: rewards, weak privacy Data remix rules Data Market: Who is ready to pay? For what kind of data? 27 / 34
  40. 40. Disambiguation Unique identifiers and resolution algorithms Usability Mission: user-generated semantic web 28 / 34
  41. 41. Get good stuff in Get more content Get good content Story: adult content in MySpace 29 / 34
  42. 42. Call for Feedback Ideas and feature requests for shopping2.ru? Ideas for posted challenges? 30 / 34
  43. 43. October 2, Thursday 18-30 Shopping2.ru presentation & brainstorming http://vkontakte.ru/club4719976 21-00 BubbleBar: Shopping2.ru Launch Party! http://vkontakte.ru/club4764930 31 / 34
  44. 44. Links http://yury.name Homepage http://shopping2.ru Our prototype “social shopping” project http://yury.name/newweb.html Tutorial “The New Web” http://yury.name/reputation.html Tutorial “Reputation Systems” 32 / 34
  45. 45. Pointers Michigan U Group “Incentive-Centered Design” http://www.socialcomputingresearch.net/twiki/bin/view/ICD/WebHome Al Roth papers on Market Design http://kuznets.fas.harvard.edu/˜aroth/alroth.html TED: Larry Lessig, Seth Godin, Mena Trott, Jimmy Wales http://www.ted.com 33 / 34
  46. 46. Problem to think about: Billion wishes 34 / 34
  47. 47. Problem to think about: Billion wishes Thanks for your attention! Questions? 34 / 34

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