mike petit presentation
TRANSCRIPT
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Time to Act: How Semantic Technology can Meet the Challenge of Social Content Monetization
The Semantic Web Media Summit 2011Michael T. Petit, Founder & CIO
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Theme of this Discussion
The Semantic Web, and Semantic Technology, are No Longer just a Cause, but a Tangible, Effective
Tool for the Publisher.
The Rise of Social Media has Complicated the Publishing/Media Model: that Tool is now
Indispensible.
We can Act Now, and Affect both the Top Line and the Bottom Line.
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
The Time-honored Model: It Starts with Content…
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
…Reach/Shelf Life is Multiplied (Repurposing, Syndication…)
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
…and Value is Optimized (mostly through Advertising)
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
But there are New Challenges
Control:– Social Enhances Engagement but Challenges Editorial Control
Demand Versus Shelf Life:– Mobile Raises Demand, even as…– The World moves Faster…– Attention Spans are much Shorter
Impact:– The Web is no longer about Finding, it’s about Being Found:
• Your Content• You!
– Niche Expectations Value:
– Social Media can Generate Premium Inventory, but Brands May Not See it that Way
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Meeting the Challenge
The Semantic One-Two Punch
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Meeting the Challenge
1. Gain an Understanding of the Content To Use it…you have to Understand it As it’s Created In Terms you can Use
The Semantic One-Two Punch
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Meeting the Challenge
1. Gain an Understanding of the Content To Use it…you have to Understand it As it’s Created In Terms you can Use
2. Use Understanding to Drive Classification Identify Audiences Lift CPMs Connect to the Reader
The Semantic One-Two Punch
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
The OpenAmplify Vision for Social Content
OpenAmplify Believes that the Fullest Possible Monetization of Social Content will be Delivered through the Combination of Understanding and
Classification.
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Understanding Comes First
We Used to Create our Own Content; Now our Audience Does We used to Understand what we Published; Now we can’t
even Read Everything we Publish Without Understanding how the
Reader Reacts to/Enhances theContent, we can’t:
– Follow it where it Goes– Validate/Focus the Journalism– Determine where it’s Brand Safe/Brand Relevant– Monetize the Inventory it Creates
Understanding Preserves/Enhances the Sales Model by Helping the Sales Team Compete
?
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Classifying it Makes it Actionable
Once you Understand it, you can Classify It– Into Industry-relevant Categories– By Attitudes and Intentions
Once it’s Classified, you can Take Action– Place it where its most Useful– Repurpose it– Answer the RFP with it– Make it Easier to Search/Find
Once you can Take Action, You can Optimize it– Create higher CPMs against Social Content– Sell Credible, Dynamic Audiences– Focus Journalism through Increased Reader Engagement
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
The Benefits are Tangible: “Return on Content”
Quality Ad Inventory against Social Media
More Effective Reader Feedback to Focus Content Creation
CPA/Audience Opportunities:- The RFP wants car intenders? You can credibly provide them because attitudes and intent are known- Fulfill CPA requirements with lower wastage
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
We can DO this!
The Technology to Help us Understand and Classify is Ready The ROI is Measurable, so Budgets are Defensible Foot in the Door: Management is Beginning to Understand
“Sentiment”, a Good Starting Point Costs and Effort are Reasonable Not Doing It has an Opportunity Cost: “Where Did
My Lunch Go?”
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Let’s Talk About It
Short Panel Discussion Now “Conversation Station” All Day: Let’s Make Some Content After this Conference, and Going Forward…
The Means are There; Let’s Act
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OpenAmplify | The Meaning Platform
© OpenAmplify 2011 | Private and Confidential
Let’s Talk About It: Panel Discussion
The Means are There; Let’s Act
Thanks to Our Panelists:
Mike Dunn, Hearst Interactive MediaEric Franzon, semanticweb.com