Post on 06-May-2015
description
By Ha VoComponenceApril 2009
(c) Componence 2009
ComponenceChameleon
Generate more exposure and closer relations with readers for content of Dennis publishing through mashups and social networks
Getting real value from popular Web 2.0 platforms
Publishers need new ways to revenues and cost reduction
Advertising income probably dropped with 50% or worse. So money is needed. But from what?
Leads to subscriptions! Those are stable, but can we get more new leads than cancellations?
Lower costs of marketing / print / editorial. Firing editors will help, but can you keep the editorial quality?
Better service to keep the customers, preventing them from writing that letter to cancel the subscription.
More value out of current content. But how? Social networks definitely have value, but interfacing with them can be expensive.
Web 2.0 power can combat these challenges! Cost reduction - Push the content effectively to your readers,
get close to their online comfort zones like Facebook, Twitter & iGoogle. Get more frequent returning visitors and let them tell about you to their friends and colleagues.
Create viral crowdsourcing or lead generation campaigns. Trigger your readers with subscription discounts and get them to provide valuable user generated content for editorial purposes.
Create more interesting propositions - add value to your content through mashups that integrate with popular Web 2.0 platforms like YouTube, Flickr, Twitter and Amazon. This gives more value to your online subscription.
Personalize your proposition – use implicit and explicit user preferences from Facebook, Delicious, LastFM, MySpace, Twitter, Flixster to customize your proposition.
The LongTail strategy – means more revenue! According to wikipedia:
Given a large enough availability of choice, a large population of customers, and negligible stocking and distribution costs, the selection and buying pattern of the population results in a power law distribution curve … favoring the upper 20% of the items ("hits" or "head") against the other 80% ("non-hits" or "long tail")
% of books sold at least once a week? Traditional book shop with 100 titles about 20%
Top 20% generate 80% of turnover Amazon.com with 1.000.000 titles > 90%
Top 10% generate 25% of turnover
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Social networks & mashups = LongTail
Combine dozens of interactive combinations Take your own content, links, blogs, products, images Add Google News, Tweeds, Technorati (blogs),
Delicious (bookmarks), YouTube (movies), Flickr (images), Google Maps, Amazon (e-commerce), …
Offer your proposition in various social media Twitter, Blogs, Delicious, Facebook, MySpace,
iGoogle, Youtube, Flickr, Flixster, Digg, Stumble Upon, …
Be smart and personalize your offering Explicit preferences from user profiles (Facebook,
Flixter, MySpace, LastFM, Delicious, TripAdvisor) Implicit preferences from Twitter, Delicious,
through advanced (search) classification technology.7
Mashups
Personal desired combination of information and services gathered from different sources on the web. No need for new websites, reuse content into new
mashups for customer needs Faster time to market, less investments, more added
value
Find success in combinations that are tailored to viewers preferences in their comfort zones. Get fan interaction and e-commerce right there where
music lovers spend most their time.
Mashups: enrich your content with free Web API’s
There are 1273 Web 2.0 platforms that offer their content and services online through Web APIs
The most used are Google Maps, Flickr, YouTube, Amazon, MS Virtual Earth, eBay, Twitter, Yahoo Maps en del.i.cio.us
Source: www.programmableweb.com
Make your content more compelling!
Virals
Voting
Rating
Crowdsourcing
Comment
More interesting
formats
Less churnMore repetitive
visits
Personalized propositions
Publishers already try to do it by themselves with own news, blogs, videos, jobs etc. So why not with popular UGC?
Your mashup is worth a subscription if
Your proposition is like a one stop shop – offering readers a combination with your and popular content and services. The more you can offer, the more compelling it is to keep coming.
It saves your readers time - they don’t need to search on other websites for other content that is relevant.
It´s tailored to your readers preferences – use the explicit and implicit data from your readers profiles from the Web 2.0 platforms that hey use frequently.
They contain something exciting to have your readers tell and show to their friends. Just consider tabloids or magazines. Would they still be
worth a subscription if they only had news? So no pictures, columns, readers questions and sweepstake contests?
Social networks are unstoppable!
In the UK, social sites account for one in every six minutes the average internet user spends online
It’s not just young people anymore. Facebook gets more 35+ and Twitter also get 50+
They spend more and more time there. Since 2008 – more messages in social networks than e-mails
UK Internet visits to Social Networks and Forums have overtaken Adult websites
Source: Nielsen online – February 2009
Source: Hitwise – January 2009
Let your story be spread around …
78% of 26,486 say consumer recommendations are the most credible form of advertising (source: global Nielsen survey)
Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions (source: JupiterResearch - March 2007)
64% of consumers reported wanting to see user ratings and reviews (source: Forrester 2008)
82% of marketers agree that collaboration with customers will prevail over marketing (source: 1to1 Media survey of the 1to1 Xchange panel - April 2008)
#1: Social Networks are the most popular sites for the coveted 18-24 year old age group. That’s right, social networks beat search engines, web based email and most surprisingly porn (source:Time 2008)
Get close & personal with your readers!
Social media marketing
Sharing
Social tagging
Retweed
More frequent visits
Closer to readers
Personalized propositions
Personal mashups
Publishers usually make sure that – offline – their magazines, tabloids, newspapers are as close as possible to the crowd.
So why not online?
Less churn
Your proposition will bind readers more if
It’s compelling enough for your readers to take you along into their comfort zone like Facebook, iGoogle, desktop, mobile. Then you’re just a click a way to be viewed again.
the right implicit and explicit preferences are carefully used to personalize the offering.
Readers are engaged with the right online and offline follow up around the user generated content.
It´s localized to also let communities have real interactions and chatter around you offline.
Through personalization and localization the LongTail can be achieved. When done right, the benefits can be so much
greater than the costs!
Chameleon is our mashup platform
It will fit easily on top of your current IT platform
Chameleon layer
Wicket – Portlet 2.0Web APIs
Connectable backend
WordpressBlogger
Shop & checkout
YouTubeFlickr
TwitterDelicious
Google Maps
Content Scraping
Facebook / Linked in
Content Repository
SearchServices
E-commerceservices
Webserviceadapters
Mashup A
Where is the user?
Mashup B
Rating Comment
ShareTagging
EnterpriseSearch
Enterprise standards and Web APIs
Supports multiple storage Component based
development with Spring, Camel, OSGi
Service framework with CXF
Security – Acegi Caching – JBoss Cache BPM – Spring modules Search – Lucene Popular Web APIs
Chameleonsuite
Middle Tier Services
Business Services
Content
Google apps
Open Social
Communities
Content Transformation
Scraping
Tagging …
ESB /BPM
OSGi
Core Services
Security Logging Monitoring
Caching Work Flow Events
SP
RIN
G
Portletsuite Repository
Versioning Multi Language Web DAV
JSR-170 JSR-283 VCR Custom
Wicket & Chameleon layer WSREST
Example: My Evo magazine in Facebook
My Evo profile – a combination of My Evo & Facebook profile data
Main news article from Evo online
Mashup based on:Evo magazine+Evo community+Facebook profile data+YouTube movies
YouTube videos about related movies – Chicks & cars
Potential to attract millions Facebook users
Evo magazine:2100 fans / members
Aston Martinmagazine:> 200K / members
Lamborghini:> 1 MLN fans / members
Ferrari:> 2,5 MLN fans / members
We look forward to help you …
URGENT: Generate leads for your business! With our viral lead generation and crowdsourcing solutions Enabling readers to easily spread the word about the viral
SHORT TERM: Create mashup that are more compelling! The lead generation concept is just a start Where your content will really be next to user generated content That will trigger readers to take your mashups into their comfort
zones like Vista / MacOSX / iGoogle / Facebook (new channels)
LONGTERM: To create a Longtail mashup strategy That will enable you to generate substantially more value out of
your current content. That will provide your organization with a stable footprint in the
comfort zones of your clients. That will make sure that your content and services are closer to
your end users than ever before
(C) Componence 2009 – Ha Vo – hvo@componence.com