WEB3.0 “THIS TIME IT’S PERSONAL ” Web 3.0 & The Future of Social Media Forum
The future of social media ozmota inc personalized web - final public 210611
Nov 01, 2014
For the social web to deliver greater relevancy, it must evolve. It must become personal. To better understand this, we must look at how the web has evolved and where it needs to get to. Ozmota Inc's mission is to Personalize the web.
By directing people’s attention provides many opportunities, particularly given attention is truly our most valued currency.
Once the web knows your interests, the way in which we consume the web can start to change.
Information that is not discoverable through keyword search starts to float to the top of your interest streams.
New people and information can be discovered, rather than pushed at us. Or more precisely, information is pulled to the surface to the huge corpus of information for each user.
This will not only drastically improve information discovery, but will accelerate collaboration and conversation and focus our attention on what matters most.
With a personalised view of the web, each and every user will be connected with the right information at the right time.
Further, by accessing our technology through defined interfaces, any website or application can use knowledge of a user’s interests in order to give them a personal experience.
By directing people’s attention provides many opportunities, particularly given attention is truly our most valued currency.
Once the web knows your interests, the way in which we consume the web can start to change.
Information that is not discoverable through keyword search starts to float to the top of your interest streams.
New people and information can be discovered, rather than pushed at us. Or more precisely, information is pulled to the surface to the huge corpus of information for each user.
This will not only drastically improve information discovery, but will accelerate collaboration and conversation and focus our attention on what matters most.
With a personalised view of the web, each and every user will be connected with the right information at the right time.
Further, by accessing our technology through defined interfaces, any website or application can use knowledge of a user’s interests in order to give them a personal experience.
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WEB3.0 “THIS TIME IT’S PERSONAL”
Web 3.0 & The Future of Social Media Forum
January 2011 Ozmota Inc. Proprietary and Confidential 2
Matthew KappCEO & Co Founder OzmotaEmail: [email protected]
OzMota™The Web Made Personal ™
AGENDA
• The “What the....” phenomena?
• The evolution of the Web
• Social Media 1.0
• Web 3.0 and the Personalised Web
• A little about Ozmota
• Q&A
3Ozmota Inc - "the web made personal"™June 2011
What the ......?
• Facebook: What’s on your mind?
• Twitter: What are you doing now?
• Foursquare: Where are you now?
• Instagram: What are you seeing now?
• last.fm: What are you listening to now?
4Ozmota Inc - "the web made personal"™June 2011
THE EVOLUTION OF THE WEB
5Ozmota Inc - "the web made personal"™June 2011
WEB 1.0
Noise
The web as an information portal
circa 1990 to 2005
“The age of email, directories & search”
6Ozmota Inc - "the web made personal"™June 2011
WEB 1.0 = Content + Commerce
7Ozmota Inc - "the web made personal"™June 2011
WEB 2.0
Noise
The Web as a Platform
“The age of social media”
circa 2006 to now
8Ozmota Inc - "the web made personal"™June 2011
WEB 2.0 = Content + Commerce +Community
9Ozmota Inc - "the web made personal"™June 2011
WEB 2.0 = Content + Commerce +Community
WEB
1.0
“From a directory taxonomy to a social folksonomy”
10Ozmota Inc - "the web made personal"™June 2011
SOCIAL MEDIA
• Leverages the social graph to allow user’s to share content and communicate
• The social graph provides viral opportunities
• This gives each user their own brand & reputation
• Unbelievable experiences and value has been unlocked
11Ozmota Inc - "the web made personal"™June 2011
WEB 2.0 ACHILLES HEEL
• WEB 2.0 platforms are brilliant in facilitating content generation, in fact they are too good, with content creation continuing to accelerate
35hrs of video uploaded every minute1 140 million tweets per day2
30 billion pieces of content shared each month3
1: http://www.youtube.com/t/press_statistics2: http://blog.twitter.com/2011/03/numbers.html
3: http://www.facebook.com/press/info.php?statistics
12Ozmota Inc - "the web made personal"™June 2011
A person’s web experience is flooded
INFORMATION OVERLOAD
Source: The Conversation Prism (http://www.theconversationprism.com/) 13Ozmota Inc - "the web made personal"™June 2011
WE ARE GETTING FLOODED WITH INFORMATION
• More information
• More social media
• More platforms
• More connections
• More mobility
• More real-time
Source: http://www.flickr.com/photos/25031050@N06/3292307605/sizes/m/in/photostream/
MORE DISTRACTIONS = LESS ATTENTION14Ozmota Inc - "the web made personal"™June 2011
“We pay continuous partial attention in an effort NOT TO MISS ANYTHING.”
Linda Stone (former VP Microsoft)
15Ozmota Inc - "the web made personal"™June 2011
A WAY FORWARD
• To truly harness the power of the social graph, we need more than a platform that connects us with everyone we know......
• We need– Reduction in noise
– Prioritisation of content
– Individualisation of content
– Implicit learning models (behaviour)
– Context
– Serendipitous discovery
16Ozmota Inc - "the web made personal"™June 2011
WEB EVOLUTION
Volume of InformationHigh VolumeLow Volume
Sign
al t
o N
ois
e R
atio
Hig
h N
ois
eH
igh
Sig
nal
Their Web1990 - 2005
Social Web2006 - 2011
Personal Web2011 -
17Ozmota Inc - "the web made personal"™June 2011
WEB 3.0 = Content + Commerce +Community +Context +Personalisation
18Ozmota Inc - "the web made personal"™June 2011
WEB 3.0 = Content + Commerce +Community +Context +Personalisation
WEB
2.0
“Web 3.0 is not a separate Web, but an extension of the current one, in which information is given well-
defined meaning and context”19Ozmota Inc - "the web made personal"™June 2011
SIGNIFICANCE OF WEB 3.0
• Personalised Web– my view of the web shaped for me– focused on the individual
• Contextual Discovery– information organisation
• “me-onomy”– the context is me!
• Autonomous Search– machine surfing
• Pull business models– No longer one-way push by brands
20Ozmota Inc - "the web made personal"™June 2011
WHAT DOES WEB3.0 NEED TO BE?
• What will be the next big trend on the Internet after “search” of Google and “social” of Facebook
• Answers– Mobile
– Influence
– Connecting business to clients dynamically
– Personalization
– Bridging online and offline interactions
– Social Discovery
– Connecting people through the Interest Graph
Source: http://www.quora.com/What-will-be-the-next-big-trend-on-the-Internet-after-search-of-Google-and-social-of-Facebook
21Ozmota Inc - "the web made personal"™June 2011
CONTEXT
• The circumstances in which an event occurs; a setting
• Context is important because it can
– provide the context of the content in relation to me
– refer to why content is relevant
– refer to the device that is accessing the content
– refer the location of where the content originated, described or where I am
– refer to the relationship between me and the information
22Ozmota Inc - "the web made personal"™June 2011
CONTEXT HELPS PERSONALISATION
• Context advances Web 2.0 towards Web 3.0
• When machines can understand the context of content, and of a user, the web can better satisfy a user’s needs
• Context helps enable personalisation, but there is more needed……..
How do we dynamically represent a user’s interests?
23Ozmota Inc - "the web made personal"™June 2011
INTEREST GRAPH
• The interest graph is an online representation of individuals’ interests
• Combined with context, it allows us to float relevant content in front of a user’s attention
• Some people consider this the middle ground between search, advertising and the social graph
24Ozmota Inc - "the web made personal"™June 2011
WEB GORILLAS ARE VYING FOR POSITION
“The notion of autonomous search – to tell me things I didn’t know but am probably interested in – is the next great stage of search”
Eric Schmidt, Google
“With 100 million tweets flowing through the system on a daily basis, there’s something for everyone, but the real challenge is finding the
most valuable stuff for you”Evan Williams, Twitter
“With a normal website, your technology is focused on caching. But Facebook is completely personalized. Every time you visit, you get a
unique personal experience”Bret Taylor, Facebook
25Ozmota Inc - "the web made personal"™June 2011
THE INTEREST GRAPH
• The interest graph provides a new way to discover content & people with similar tastes to yours
• It is the new way to get from both within, and beyond, your social graph, the content that will interest you personally
• It forms a network of people who share interests with you, but who you don’t necessarily know a connection within the social graph
26Ozmota Inc - "the web made personal"™June 2011
THE INTEREST GRAPH
• The interest graph introduces a new challenge and opportunity for brands to communicate their messages to those people that will genuinely be interested in what they have to say
“The interest graph promises to deliver marketers messages to those that are, or
should be interested”
27Ozmota Inc - "the web made personal"™June 2011
28Ozmota Inc - "the web made personal"™June 2011
APPROACHES TO PERSONALISATION
Adapts due to community feedback to surface “interesting” items.Often guided due to popularity, trending topics or demographics.
Adapts to the individual based on natural activity through the system. With more use, the predictive behaviour improves.
Driven by individual and community feedback through voting, stars, ratings, likes, and keyword preferences.
Adapts to your selected interests and responds to direct inputs to the system through voting and chosen criteria.
Collaborative / Social Individual Behaviour
Imp
licit
Fee
db
ack
Exp
licit
Fee
db
ack
Adapted from “The Third Wave of the Web: Personalization of Streams” by Louis Gray 29Ozmota Inc - "the web made personal"™June 2011
Communicate
Socialise
CurateTransact
Discover
Social Graph
BehaviourInterest
Graph
WEB PERSONALISATION
30Ozmota Inc - "the web made personal"™June 2011
THE PERSONALISED WEB
A paradigm shift in “Serving our Attention”
Quantum Choice Personal Footprint
Atomised Data Web
Collective Attention Intelligent Service
31Ozmota Inc - "the web made personal"™June 2011
Markets for One
“The power shift of the semantic web will give all customers – whether individuals or institutions – the tools to pull information whenever,
wherever, and however they want it”
David Siegel (Author “Pull” The Power of the Semantic Web to Transform Your Business)
32Ozmota Inc - "the web made personal"™June 2011
KEY POINTS
• Personalised web will be very relevant, and very dynamic
• Marketeers must create content that can travel through the interest graph
• The intelligence must be embedded, or discoverable within the content– Context and advanced metadata
• Sites and applications must deliver on-demand, interest focused content for socialisation on the web
• How this content moves through the web will be fundamentally outside of content providers control
33Ozmota Inc - "the web made personal"™June 2011
KEY POINTS
• The potential of harnessing this data will become invaluable for brands, so marketers will be using the power of the data in the near future to their advantage
• When brands create content, they will also need to define the context that links the content to the interest graph
• Marketers will have the ability to take this personalised data to drill down to find their core customer accurately
• To further specialise from the monolithic Interest Graph into Taste Graphs, Financial Graphs, Local Network Graphs etc. through implicit graph definitions
34Ozmota Inc - "the web made personal"™June 2011
KEY CHALLENGES
• Web-scale interest (human like) ranking engines
• Artificial intelligence
• Machine learning
• Content categorisation
• Linking it all together
35Ozmota Inc - "the web made personal"™June 2011
NEED NEW HUMAN LIKE ALGORITHMS
June 2011 Ozmota Inc - "the web made personal"™ 36
person
songbook
person
article
technology
WHO TO FOLLOW - TWITTER
37Ozmota Inc - "the web made personal"™June 2011
INTEREST INFLUENCE
38Ozmota Inc - "the web made personal"™June 2011
OZMOTA
Personalize the world’s extreme and fast
growing corpus of knowledge represented
through people, within the web and online data
Matthew Kapp & Simon Button – Cofounders of Ozmota - 2008
39Ozmota Inc - "the web made personal"™June 2011
Communicate
Socialise
CurateTransact
Discover
WEB 3.0
Social Graph
BehaviourInterest
Graph
Noise
Noise Signal
40Ozmota Inc - "the web made personal"™June 2011
PERSONALISING THE WEB
Noise Signal
Noise
Context Filters
Trust Filters
Intent Filters
Context Discovery Platform
Context Filters
Trust Filters
Intent Filters
41Ozmota Inc - "the web made personal"™June 2011
INTEREST CONCIERGE LEVERAGING LINKED DATA FOR A PERSONALIZED WEB EXPERIENCE
ThinkBox™
web experience important information
interestslike-minded people
mobilePC
tablet
reputation
autonomous search
42Ozmota Inc - "the web made personal"™June 2011
Enterprise
Education
Research
Innovation Management
HRM
Social
Content
Commerce
Media
CRM
Sector
Mobile / Telecoms
Health
Travel
Services
Government
PLATFORM OPPORTUNITIES
Personalised Web
Noise Signal
CONTEXT DISCOVERY PLATFORM
43Ozmota Inc - "the web made personal"™June 2011
TAKE HOMES
• Context and Personalisation transform Web 2.0 to Web 3.0• Social Media must adapt to support this transformation• Context is extremely important to delivering personalisation• The convergence of the Interest and Social Graphs provide
significant personalisation opportunities• The Interest Graph can help extend the long tail of Web 2.0
platforms• Algorithms must continually adapt and support multiple
approaches to personalisation– Implicit / explicit behaviour– Interest ontology enhancements– Autonomous search– Interest influence– “unexpected relevance”, or serendipitous discovery of content
44Ozmota Inc - "the web made personal"™June 2011
BECAUSE EVERYTHING IS RELATIVE .......
TO ME
WHY WEB 3.0 IS PERSONAL?
45Ozmota Inc - "the web made personal"™June 2011
QUESTIONS
@ozmota www.ozmota.com46June 2011
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