Introduction to the Assembled Web - Experian Forward

The Assembled WebDistributed Content, Community, and Commerce

27 August 2009

John Eckman, Sr. Director, Optaros Labs, Optaros

[email protected]

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

3 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

The Assembled WebConceptual Framework

4 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

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

5 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

Integrated ExperiencesExample: CNN and Facebook

6 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

Integrated ExperiencesExample: Rue La La

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Integrated ExperiencesExample: Fangento (Social Shopping)

8 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

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

9 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

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

12 © 2009 Optaros, Inc. Some rights reserved. (cc-by-3.0)

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

Thanks

John Eckman

[email protected]

http://twitter.com/jeckman

http://www.openparenthesis.org/