The Assembled WebDistributed Content, Community, and Commerce
27 August 2009
John Eckman, Sr. Director, Optaros Labs, Optaros
http://twitter.com/jeckman
http://www.openparenthesis.org/
2 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Eras of Web EvolutionAssembled Web Overview
Era Characteristics Limitations
Web of Documents
Content-centric
Static HTML experiences / lightweight CMS
Focus on eyeballs, stickiness
“The web is a giant universal library for information”
Results in Brochure-ware
Experiences are not engaging
Not digitally native
Not interactive / immersive
Web of Transactions
Commerce-centric
Focus on conversion rates
“The web is a giant universal marketplace for buying and selling things”
No loyalty to merchants
No depth of experience
No social interaction
Transactional focus often resulted in weak content – don’t distract the buyer
Web of Communities(aka “Web 2.0”)
Community-centric
Focus on “engagement”
“The web is a giant universal cocktail party / high school reunion / community”
Struggle to find business models
Community for community’s sake
Herd mentality
Cost of community management underestimated
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The Assembled WebConceptual Framework
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The Assembled Web
Integrated Experiences– The convergence of the
three previously separate domains: content, commerce, and community
Move Beyond the Site– What’s important
ultimately isn’t your sites, but the distribution of content, commerce, and community to your audience(s) pervasively throughout the web
– Customers expect to be met where they spend time, and have a great degree of flexibility in how they interact with you
Key Aspects
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Integrated ExperiencesExample: CNN and Facebook
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Integrated ExperiencesExample: Rue La La
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Integrated ExperiencesExample: Fangento (Social Shopping)
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The Digital Footprint
Be where people are• What’s important ultimately
isn’t your site(s), but your distribution to your audience(s) pervasively throughout the web
• Your digital footprint is the sum total of all the interactions I have with you throughout the cloud
Customers expect• To be met where they spend
time• To have a great degree of
flexibility in how, when, and where they interact with you
Ubiquity > Scarcity
Move Beyond the Site
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Beyond the SiteExamples: SlideShare, Dopplr
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Beyond the SiteExample: New England Patriots Event Viewer
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Example: Embedded Sponsorships
Display Advertising | Visitors Ignore Ads
Numerous eye tracking studies show that we have all learned to ignore ads
999 out of 1,000 visitors will not click on html ads
Tripling the CTR due to:• Rich media • Widgets • Re-targeting • A/B, MVT-optimized
Means 997 out of 1,000 visitors will not click on an ad
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Example: Embedded Sponsorships
Case Study| Embedded Sponsorship Funnel on AOL
Traffic Engagement (Embedded Sponsorship)
Conversion
Click Through
WalletPop.com (AOL)
Experian controls 100% of dedicated pages (content and ads) on
FreeCreditReport.com
Secure, ecommerce transactions on Experian controlled site
AOL.com
Homepage content snacker slots on AOL direct traffic to WalletPop content page (content not ads drive traffic)
ClickThrough
13 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)
Assembled Web
OView | SaaS to Manage Content Sponsorships
OView Enables Content Sponsorships
1. Embed Code on Partner Site<script type="text/javascript“ src= "http://apps.oview.com/service.php/ portal?clientId=X"></script>
2. Manage Experience to maximize partner relationship
• Complete visibility - full web analytics, A/B testing
• In-market changes - content, applications, layout, etc.
• Track conversion funnels - x-domains to your conv. sites
3. Centrally Manage Campaigns• Content management – all
distributed content and applications• Channel management – unique
style sheets, campaigns by partner