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

COMBAT CHALLENGES!Use social networks and mashups to find the LongTail!

Ad revenues keep falling in for magazines and newspapers

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

6

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

POWER OF MASHUPSCreate a compelling proposition that is worth to pay for!

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.

Popular mashups

Source: www.programmableweb.com

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?

POWER OF SOCIAL NETWORKS

Push your content into the comfort zones of your readers!

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

Facebook users in UK grow 19% in 3 months

Source: Facebook interface

Facebook penetration – UK 5th position

Source: Facebook interface

Online shopping through SN’s grows

Source: Hitwise.com – April 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!

COMPONENCE CHAMELEONMASHUP LAYER

How can you really achieve these goals?

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

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