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Matt McAlister Sr. Product Manager RSS and Social Media, Yahoo!. Arm Yourself for the Future: Opportunities and Threats for Your Web Business. Agenda. Online media trends Mashup examples How and why to step into the game. What is a Mashup?.

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matt mcalister sr product manager rss and social media yahoo
Matt McAlister

Sr. Product Manager

RSS and Social Media, Yahoo!

Arm Yourself for the Future:Opportunities and Threats for Your Web Business

agenda
Agenda
  • Online media trends
  • Mashup examples
  • How and why to step into the game
what is a mashup
What is a Mashup?
  • Mashup (music): a musical genre consisting of the combination of the parts of more than one song
  • Mashup (web application hybrid): a website or web application that combines content from more than one source

-- Wikipedia

technologies with impact
WHICH ONES MATTER?

RSS Readers

Browsers

Tagging

Wikis

Social Networks

BECAUSE…

Both readers and advertisers are migrating this way

These tools could bring me new customers, distribution channels and revenue streams

Technologies with impact
why worry
THE BAD

Fewer touch points with customers

Lose control of content distribution

Unproven ad models

Less traffic to my home page

THE GOOD

RSS is getting my content to people the way they want it

Driving traffic directly into site content

It’s cheap to produce content for these tools

Why worry?
structure versus meaning
Structure versus Meaning
  • TAXONOMY
    • A division of things into ordered groups or categories.
  • SEMANTICS
    • The study or science of meaning in language.
  • -- American Heritage Dictionary
the semantic web
The Semantic Web

The Semantic Web is a project that intends to create a universal medium for information exchange by giving meaning, in a manner understandable by machines, to the content of documents on the Web.

dewey decimal system religion
200 Religion 201 Philosophy of Christianity 202 Miscellany of Christianity 203 Dictionaries of Christianity 204 Special topics 205 Serial publications of Christianity 206 Organizations of Christianity 207 Education, research in Christianity 208 Kinds of persons in Christianity 209 History & geography of Christianity 210 Natural theology 211 Concepts of God 212 Existence, attributes of God 213 Creation 214 Theodicy 215 Science & religion 216 Good & evil 217 Not assigned or no longer used 218 Humankind 219 Not assigned or no longer used 220 Bible 221 Old Testament 222 Historical books of Old Testament 223 Poetic books of Old Testament 224 Prophetic books of Old Testament 225 New Testament 226 Gospels & Acts 227 Epistles 228 Revelation (Apocalypse) 229 Apocrypha & pseudepigrapha 230 Christian theology 231 God

262 Ecclesiology 263 Times, places of religious observance 264 Public worship 265 Sacraments, other rites & acts 266 Missions 267 Associations for religious work 268 Religious education 269 Spiritual renewal 270 Christian church history 271 Religious orders in church history 272 Persecutions in church history 273 Heresies in church history 274 Christian church in Europe 275 Christian church in Asia 276 Christian church in Africa 277 Christian church in North America 278 Christian church in South America 279 Christian church in other areas 280 Christian denominations & sects 281 Early church & Eastern churches 282 Roman Catholic Church 283 Anglican churches 284 Protestants of Continental origin 285 Presbyterian, Reformed, Congregational 286 Baptist, Disciples of Christ, Adventist 287 Methodist & related churches 288 Not assigned or no longer used 289 Other denominations & sects 290 Other & comparative religions 291 Comparative religion 292 Classical (Greek & Roman) religion 293 Germanic religion 294 Religions of Indic origin 295 Zoroastrianism (Mazdaism, Parseeism) 296 Judaism 297 Islam & religions originating in it 298 Not assigned or no longer used 299 Other religions

Dewey Decimal System: “Religion”
  • 231 God 232 Jesus Christ & his family 233 Humankind 234 Salvation (Soteriology) & grace 235 Spiritual beings 236 Eschatology 237 Not assigned or no longer used 238 Creeds & catechisms 239 Apologetics & polemics 240 Christian moral & devotional theology 241 Moral theology 242 Devotional literature 243 Evangelistic writings for individuals 244 Not assigned or no longer used 245 Texts of hymns 246 Use of art in Christianity 247 Church furnishings & articles 248 Christian experience, practice, life 249 Christian observances in family life 250 Christian orders & local church 251 Preaching (Homiletics) 252 Texts of sermons 253 Pastoral office (Pastoral theology) 254 Parish government & administration 255 Religious congregations & orders 256 Not assigned or no longer used 257 Not assigned or no longer used 258 Not assigned or no longer used 259 Activities of the local church 260 Christian social theology 261 Social theology 262 Ecclesiology

296 Judaism

297 Islam & religions originating in it

? Buddhism

why content data matters
THE BAD

People are interacting with social media tools instead of your site

Your content getting mixed up with other sources

THE GOOD

People using your content for personal use

People distributing your content for you

Your content accessible for mashups

Why Content Data Matters
it s not just for the fun of it
It’s not just for the fun of it

There are lots of ways to make money:

  • Yahoo!
  • Google
  • Amazon
  • eBay
  • IndustryBrains
  • Kanoodle
why user participation matters
Why User Participation Matters
  • They create content for you
  • Your site becomes a destination for groups to form
  • There’s no better way to learn what your users want
  • If you don’t give them a way to communicate, they’ll go elsewhere
why play in the mashup game
Why play in the Mashup game?
  • Create more compelling offerings for your users
  • Get your stuff in front of more people than your competitors
  • Distribute your revenue model in addition to your content
explicit description of content
Explicit description of content

longitude and latitude

road condition summary

how do i get mashed up
How do I get mashed up?
  • Make your content easy to grab
  • Markup your content with tags and microformats
  • If you employ interactivity, expose the programming interface for those tools
  • Jump start it with your own mashups
yeah so what what s the roi
Yeah, so what? What’s the ROI?
  • If you don’t, someone else will take your market opportunity
  • The costs are minimal
  • The upside is big time distribution
how do i make the model work answer incentives all around
How do I make the model work?Answer: Incentives all around
  • Mashup artists who use your content must also carry your ads (or sub offers)
    • (YPN, AdSense, Amazon Affiliates)
  • Split revenue with your Mashers
  • Everyone gets what they want
    • Mashers make money
    • More users get your content
    • You make money
    • Advertisers reach target customers
the arguments against getting connected out there
The arguments against getting connected out there
  • I’ve got other priorities

Make “winning” a priority…

it’s no fun just “maintaining” anyhow

the arguments against getting connected out there47
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS

Again? You really really don’t need a new CMS. They would have more fun doing mashups, I’m sure.

the arguments against getting connected out there48
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS
  • I just need traffic and things will change

Don’t get caught in that trap. If you connnect with a valuable audience, the money will come.

the arguments against getting connected out there49
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS
  • I just need traffic and things will change
  • My content is valuable. I want control over where it appears and who uses it

Learn from the RIAA. Incentivize good behavior because you don’t have the $$$ to sue everyone.

the arguments against getting connected out there50
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS
  • I just need traffic and things will change
  • My content is valuable. I want control over where it appears and who uses it
  • A competitor might use my content and take my users away

Make them a partner and profit together. They’ll steal your customers with or without you.

the arguments against getting connected out there51
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS
  • I just need traffic and things will change
  • My content is valuable. I want control over where it appears and who uses it
  • A competitor might use my content and take my users away
  • I want advertisers paying me anywhere my content is being used

50% of a big pie can be worth more than 100% of a small pie.

the arguments against getting connected out there52
The arguments against getting connected out there
  • I’ve got other priorities
  • My engineers are working on a new CMS
  • I just need traffic and things will change
  • My content is valuable. I want control over where it appears and who uses it
  • A competitor might use my content and take my users away
  • I want advertisers paying me anywhere my content is being used
  • Do you really think I will make more money doing this than selling brand advertising?

Hmmm, good point. Probably not.

But you’d be crazy not to at least diversify.

swot analysis example wal mart
STRENGTHS

Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store.

WEAKNESSES

Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors.

SWOT Analysis (Example: Wal-Mart)

INTERNAL

OPPORTUNITIES

  • There are tremendous opportunities for future business in expanding consumer markets, such as China and India.

THREATS

  • Being number one means that you are the target of competition, locally and globally.

EXTERNAL

mashup swot analysis
STRENGTHS

It’s a very inexpensive way to enable my content for the new online media dynamics.

WEAKNESSES

I will lose some control of my content, my brand and my customers if I open up to the world of Mashups.

Mashup SWOT Analysis

INTERNAL

OPPORTUNITIES

  • There are many ways that Mashups can help me distribute my content, extend my brand, acquire new customers and open up new revenue streams.

THREATS

  • There are new competitive threats happening whether or not I make my content Mashup friendly.

EXTERNAL

a few resources
A Few Resources
  • http://publisher.yahoo.com/rssguide
  • TechCrunch
  • ProgrammableWeb.com
  • You’re It (tagsonomy.com)
  • Rex Hammock’s Blog
  • Raft Ali’s PaidContent
  • Many-to-many (corante.com/many)
matt mcalister http www mattmcalister com mattmcal@yahoo com 408 349 2705
Matt McAlister

http://www.mattmcalister.com/

[email protected]

408-349-2705

Thank you.

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