A presentation to the Bazaarvoice "Social Commerce Summit" (http://www.socialcommercesummit.co.uk) in London, November 2008. This presentation built upon my address to the e-consultancy.com "Future of Digital Marketing" conference, taking a particular look at how data and data exchange underpin not only social commerce on the web, but lead to greater insights as the 'network effect' takes over. The 'data evolution' is outlined as: • Data evolution – accurate – enriched – meta – actionable – mashed – semantic – autonomous & - predictive (Slide 6). Two trends come together: 1) better data (eg behavioural and attention/behavioural profiling), and 2) freer exchange (eg via standard like APML and microformats). The implications from these trends are that: - you only see part of the picture - the _customer_ only ever sees part of the picture - the complete picture is both 'in the network', modal and contextual - this openness and exchange at a data level also requires new business approaches - the battle for businesses is to get the maximal share of (qualified, appropriate, profitable) attention. Please contact me if you've any questions on this, or the links to sites/services cited are not clear.

1. “Engagement in the Attention Economy”
Social Commerce Summit: London, November 2008
www.ianjindal.com

2. • Beyond 20th
Century Marketing.
If we can’t interrupt,
what can we do?
• Limiting factor in
broadband age is
time. Time =
attention
• Data + exchange ->
the ingredients for
new engagement
• Data evolution -
more meta... hypo?
• Exchange formats -
APML
• The network effect:
place and power.
“Engagement in the Attention Economy”
Social Commerce Summit: London, November 2008
www.ianjindal.com

3. • 4Ps
– Product, Pricing,
Promotion,
Placement
• 7Ps
– (people, Process,
Physical evidence)
• “New” 4Ps
– Personalisation,
Participation,
Peer-to-peer,
Predictive
Modelling
• SIVA
– Solution,
Information,
Value, Access
“So last century”

4. • The house of
many charms
• Build it and they
will come
• Portals, outbound
marketing...
noise.
Lipstick on a pig

5. Journey towards the customer
Data and activity

6. • Data evolution
– accurate
– enriched
– meta
– actionable
– mashed
– semantic
– autonomous &
predictive
Small revolution - data

7. • Segmentation
and metadata for
increased
relevance.
• “Behaviour” is
useful metadata -
if you can capture
it - ‘ignore ratio’?
• Capture offline as
well as online -
warranties...
Metadata

8. • Turning metadata
into a new service
• Linking to
commerce
Metadata - new services

9. Moving beyond the site
Data is Action - “doing” not “viewing”

10. • Making Social
Networks
“transactional”
• You can “do”, not
just “view”
• From web to
desktop
• Web to web
Microformats

11. Microformats

12. • In action...
• Google - hCard
format added to
Search results.
• One click to add
the result to your
address book.
• Could do the
same with
calendar items, or
recommentations
Microformats

13. The network: more is more

14. • Reviews
• Meta-reviews
• Ambush
Network effect - early examples

15. Not just on your site...

16. APML

17. • Attention XML
• What you look at,
do, note, store,
act upon..
• eg Amazon profile
• Particls/
RescueTime
• Impact on
LinkedIn?
Recommend-
ations?
• Passive
preferences can
be made active
(eg watchlists
and preferences).
APML - In action

18. • XML
• Mashed and
changed like
other feeds and
sources
• Some level of
pre-processing
and ‘semantic’
structure...
• Tastebroker.org
Show me some APML!

19. • RescueTime -
personal
monitoring across
all applications
• Fed to website
• Could take an
APML feed,
filtered for
shopping tastes?
Research needs?
Show me some APML!

20. Show me the money!

21. • Phorm
• OIX
• Mashup of data -
above and
beyond a single
customer,
advertiser,
publisher or even
ISP/network.
• Mega meta
Mega Meta

22. The attention economy...

23. Next?

24. • GTD approach,
based on
‘contexts’
• iPhone “knows”
some of your
contexts (eg near
grocery store)
• TomTom...
• Data + exchange
+ preference +
processing...
Meaning and location leading to action...

25. • You only see part of
the picture
• The customers only
see part of the picture
• Some aspects of
‘social’ are human, but
others are machine -
‘spooky’
• Cost of interaction =
cost of doing business
• Openness and
exchange - requires
new business
approaches
• Even on ‘your site’
you’re no longer safe
• The battle is for a
share of attention
Commercial Challenges

26. Thank you.
www.ianjindal.com