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The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/
Eras of Web Evolution ,[object Object],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
The Assembled Web ,[object Object]
The Assembled Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrated Experiences ,[object Object]
Integrated Experiences ,[object Object]
Integrated Experiences ,[object Object]
The Digital Footprint ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Beyond the Site ,[object Object]
Beyond the Site ,[object Object]
Example: Embedded Sponsorships   Display Advertising |  Visitors Ignore Ads   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: Embedded Sponsorships Case Study|  Embedded Sponsorship Funnel on AOL ,[object Object],Engagement  (Embedded Sponsorship) Conversion 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) Click  Through Click Through
Assembled Web OView |  SaaS to Manage Content Sponsorships  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks ,[object Object],[object Object],[object Object],[object Object]

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Introduction to the Assembled Web - Experian Forward

  • 1. The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/
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Notas do Editor

  1. The challenge with online advertising is that users have learned to ignore it. Numerous eyeball tracking studies have shown that users focus on content and don’t even recall seeing advertising on the page.