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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




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.




The Time-honored Model: It Starts with Content…




…Reach/Shelf Life is Multiplied (Repurposing, Syndication…)




…and Value is Optimized (mostly through Advertising)




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




Meeting the Challenge

The Semantic One-Two Punch





1. Gain an Understanding of the Content To Use it…you have to Understand it As it’s Created In Terms you can Use






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 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.




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

?




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




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




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?”




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




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

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