beyond who else bought what
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Zemanta Getting Personal
Beyond Who Else
Bought What
Andraz Tori, CTO
Twitter: andraz
Overview
Why recommend anything?
Reader / Author recommendations
Simple tricks
Advanced solutions
Demos & Results
Q & A
Why recommend?
Recommendations
=
Contextual advertising
->
Monetization
Why recommend?
Recommendations
=
Navigation & steering
->
Monetization
Why recommend?
Recommendations
=
Navigation & steering
Pageviews
Monetization
Why care as a publisher?
Readers
Direct monetization
Steering pageviews monetization
Better service
(example: hiding spam)
Why care as a publisher?
Writers
Less non-creative workload
Gratification more and better conent
(especially UCG authors)
Steering the authors
(getting trackbacks, becoming part of the community)
We get better metadata
(more chances for distribution / repurposing)
What if recommendation
goes wrong?
It will go wrong!
What if recommendation
goes wrong?
Can it do damage?
How much is too much?
Whitelists & blacklists
Make author act as a filter/an editor
And at the same time offer him value
How is it done?
Based on previous behaviour of this and other users
Based on understanding of the data being dealt with
Random
Combination of the three
How do I do it?
Simple tricks
Ready-made web solutions
Third party APIs
Roll your own
Simple tricks
Display random photos for UCG author to start with
Allow for quoting shortcuts (reblog)
Show writer's interest feed in post compositor
Ready-made solutions
Tagaroo
WordPress server-side plug-in
Zemanta
Server or client side (wordpress.com, blogger.com, TypePad, WP, MT, Ning, LiveJournal, MySpace, DotClear, Drupal, Tumblr)
Kaalga
Firefox extension
APIs you can use
Yahoo term extractor, BOSS, Flickr
Calais (tags, entities)
Zemanta (tags, images, in-text and related links)
Web services, free, commercial use allowed
So you want to be a hero?
Entity extraction
Classification
Use open source libraries!
Content access APIs (Flickr)
Indexing, use Lucene and Solr
My advice:just don't
Demos
Tagaroo
Zemanta
Kaalga
Left out: Non-serendipity solutions
Tagaroo 1
Discovers interesting keywords, offers links on click
Tagaroo 2
Discovers interesting keywords, offers links on click
Tagaroo 3
Discovers interesting keywords, offers links on click
Tagaroo 4
Discovers interesting keywords, offers links on click
Tagaroo 4
Zemanta
Live Demo
Demo
Kaalga
Discovers interesting keywords, offers links on click
Steering authors
Inter-links to your own properties
Links to relevant sites (becoming part of communities)
More images are used, less worries about google images syndrom
More linking to affiliates
More tags, categories
Resulting in
Better positioning of your authors in the community
More affiliate monetization
Some bloggers 10-15% traffic increase
Issues
Tower of Babel
Some users are overwhelmed
GUI is 80%
The next web?
Understanding content more and more
Understanding the social context
First the advertising world was hit
Now this will trickle into publishing
What if
Your computer understood what you are writing about
Know who you know, what you know
Know what you don't know
How would your
text editor
look like?
How would your
text editor
look like?
How would your
writing assistant
look like?
The next web?
... will be like a great party host, introducing us to each other and bringing us together into meaningful conversation.
Marta Strickland, Organic
Q&A
Andraz Tori
Twitter: andraz
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