For the social web to deliver greater relevancy, it must evolve. It must become personal. To better understand this, we must look at how the web has evolved and where it needs to get to. Ozmota Inc's mission is to Personalize the web. By directing people’s attention provides many opportunities, particularly given attention is truly our most valued currency. Once the web knows your interests, the way in which we consume the web can start to change. Information that is not discoverable through keyword search starts to float to the top of your interest streams. New people and information can be discovered, rather than pushed at us. Or more precisely, information is pulled to the surface to the huge corpus of information for each user. This will not only drastically improve information discovery, but will accelerate collaboration and conversation and focus our attention on what matters most. With a personalised view of the web, each and every user will be connected with the right information at the right time. Further, by accessing our technology through defined interfaces, any website or application can use knowledge of a user’s interests in order to give them a personal experience.

1. WEB3.0
“THIS TIME IT’S PERSONAL”
Web 3.0 & The Future of Social Media Forum

2. Matthew Kapp
CEO & Co Founder Ozmota
Email: Matthew.Kapp@Ozmota.com
OzMota™
The Web Made Personal ™
January 2011 Ozmota Inc. Proprietary and Confidential 2

3. AGENDA
• The “What the....” phenomena?
• The evolution of the Web
• Social Media 1.0
• Web 3.0 and the Personalised Web
• A little about Ozmota
• Q&A
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4. What the ......?
• Facebook: What’s on your mind?
• Twitter: What are you doing now?
• Foursquare: Where are you now?
• Instagram: What are you seeing now?
• last.fm: What are you listening to now?
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5. THE EVOLUTION OF THE WEB
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6. WEB 1.0
The web as an information portal
“The age of email,
directories & search”
circa 1990 to 2005
Noise
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7. WEB 1.0 = Content +
Commerce
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8. WEB 2.0
The Web as a Platform
“The age of social media”
circa 2006 to now
Noise
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9. WEB 2.0 = Content +
Commerce +
Community
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10. WEB 1.0
WEB 2.0 = Content +
Commerce +
Community
“From a directory taxonomy to a
social folksonomy”
June 2011 Ozmota Inc - "the web made personal"™ 10

11. SOCIAL MEDIA
• Leverages the social graph to
allow user’s to share content
and communicate
• The social graph provides
viral opportunities
• This gives each user their
own brand & reputation
• Unbelievable experiences
and value has been
unlocked
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12. WEB 2.0 ACHILLES HEEL
• WEB 2.0 platforms are brilliant in facilitating
content generation, in fact they are too good,
with content creation continuing to accelerate
35hrs of video uploaded every minute1 140 million tweets per day2
30 billion pieces of content shared each month3
1: http://www.youtube.com/t/press_statistics
2: http://blog.twitter.com/2011/03/numbers.html
3: http://www.facebook.com/press/info.php?statistics
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13. INFORMATION
OVERLOAD
A person’s web
experience is flooded
June 2011 Ozmota Inc - "the web made personal"™
Source: The Conversation Prism (http://www.theconversationprism.com/) 13

14. WE ARE GETTING FLOODED WITH INFORMATION
• More information
• More social media
• More platforms
• More connections
• More mobility
• More real-time
Source: http://www.flickr.com/photos/25031050@N06/3292307605/sizes/m/in/photostream/
MORE DISTRACTIONS = LESS ATTENTION
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15. “We pay continuous partial attention in an
effort NOT TO MISS ANYTHING.”
Linda Stone (former VP Microsoft)
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16. A WAY FORWARD
• To truly harness the power of the social graph,
we need more than a platform that connects
us with everyone we know......
• We need
– Reduction in noise
– Prioritisation of content
– Individualisation of content
– Implicit learning models (behaviour)
– Context
– Serendipitous discovery
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17. WEB EVOLUTION
Their Web Social Web Personal Web
High Signal
1990 - 2005 2006 - 2011 2011 -
Signal to Noise Ratio
High Noise
Low Volume High Volume
Volume of Information
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18. WEB 3.0 = Content +
Commerce +
Community +
Context +
Personalisation
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19. WEB 2.0
WEB 3.0 = Content +
Commerce +
Community +
Context +
Personalisation
“Web 3.0 is not a separate Web, but an extension of
the current one, in which information is given well-
defined meaning and context”
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20. SIGNIFICANCE OF WEB 3.0
• Personalised Web
– my view of the web shaped for me
– focused on the individual
• Contextual Discovery
– information organisation
• “me-onomy”
– the context is me!
• Autonomous Search
– machine surfing
• Pull business models
– No longer one-way push by brands
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21. WHAT DOES WEB3.0 NEED TO BE?
• What will be the next big trend on the Internet
after “search” of Google and “social” of Facebook
• Answers
– Mobile
– Influence
– Connecting business to clients dynamically
– Personalization
– Bridging online and offline interactions
– Social Discovery
– Connecting people through the Interest Graph
Source: http://www.quora.com/What-will-be-the-next-big-trend-on-the-Internet-after-search-of-Google-and-social-of-Facebook
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22. CONTEXT
• The circumstances in which an event occurs; a
setting
• Context is important because it can
– provide the context of the content in relation to me
– refer to why content is relevant
– refer to the device that is accessing the content
– refer the location of where the content originated,
described or where I am
– refer to the relationship between me and the
information
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23. CONTEXT HELPS PERSONALISATION
• Context advances Web 2.0 towards Web 3.0
• When machines can understand the context
of content, and of a user, the web can better
satisfy a user’s needs
• Context helps enable personalisation, but
there is more needed……..
How do we dynamically represent a user’s interests?
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24. INTEREST GRAPH
• The interest graph is an
online representation of
individuals’ interests
• Combined with context, it
allows us to float relevant
content in front of a user’s
attention
• Some people consider this
the middle ground
between search,
advertising and the social
graph
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25. WEB GORILLAS ARE VYING FOR POSITION
“The notion of autonomous search – to tell me things I didn’t know
but am probably interested in – is the next great stage of search”
Eric Schmidt, Google
“With 100 million tweets flowing through the system on a daily basis,
there’s something for everyone, but the real challenge is finding the
most valuable stuff for you”
Evan Williams, Twitter
“With a normal website, your technology is focused on caching. But
Facebook is completely personalized. Every time you visit, you get a
unique personal experience”
Bret Taylor, Facebook
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26. THE INTEREST GRAPH
• The interest graph provides a new way to
discover content & people with similar tastes
to yours
• It is the new way to get from both within, and
beyond, your social graph, the content that
will interest you personally
• It forms a network of people who share
interests with you, but who you don’t
necessarily know a connection within the
social graph
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27. THE INTEREST GRAPH
• The interest graph introduces a new challenge
and opportunity for brands to communicate
their messages to those people that will
genuinely be interested in what they have to
say
“The interest graph promises to deliver
marketers messages to those that are, or
should be interested”
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28. June 2011 Ozmota Inc - "the web made personal"™ 28

29. APPROACHES TO PERSONALISATION
Adapts due to community
Adapts to the individual based
Implicit Feedback
feedback to surface
on natural activity through
“interesting” items.
the system. With more use,
Often guided due to
the predictive behaviour
popularity, trending topics or
improves.
demographics.
Adapts to your selected
Explicit Feedback
Driven by individual and
interests and responds to
community feedback through
direct inputs to the system
voting, stars, ratings, likes, and
through voting and chosen
keyword preferences.
criteria.
Collaborative / Social Individual Behaviour
June 2011 Adapted from “The Third Wave of - "the web made personal"™
Ozmota Inc the Web: Personalization of Streams” by Louis Gray 29

30. WEB PERSONALISATION
Communicate
Social Graph
Discover Socialise
Interest
Behaviour
Graph
Transact Curate
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31. THE PERSONALISED WEB
A paradigm shift in “Serving our Attention”
Quantum Choice Personal Footprint
Atomised Data Web
Collective Attention Intelligent Service
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32. Markets for One
“The power shift of the semantic web will give all customers – whether
individuals or institutions – the tools to pull information whenever,
wherever, and however they want it”
David Siegel (Author “Pull” The Power of the Semantic Web to Transform Your Business)
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33. KEY POINTS
• Personalised web will be very relevant, and very
dynamic
• Marketeers must create content that can travel
through the interest graph
• The intelligence must be embedded, or discoverable
within the content
– Context and advanced metadata
• Sites and applications must deliver on-demand,
interest focused content for socialisation on the web
• How this content moves through the web will be
fundamentally outside of content providers control
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34. KEY POINTS
• The potential of harnessing this data will become
invaluable for brands, so marketers will be using the
power of the data in the near future to their
advantage
• When brands create content, they will also need to
define the context that links the content to the
interest graph
• Marketers will have the ability to take this personalised
data to drill down to find their core customer
accurately
• To further specialise from the monolithic Interest
Graph into Taste Graphs, Financial Graphs, Local
Network Graphs etc. through implicit graph definitions
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35. KEY CHALLENGES
• Web-scale interest (human like) ranking
engines
• Artificial intelligence
• Machine learning
• Content categorisation
• Linking it all together
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36. NEED NEW HUMAN LIKE ALGORITHMS
song
book
technology
person
article
person
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37. WHO TO FOLLOW - TWITTER
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38. INTEREST INFLUENCE
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39. OZMOTA
Personalize the world’s extreme and fast
growing corpus of knowledge represented
through people, within the web and online data
Matthew Kapp & Simon Button – Cofounders of Ozmota - 2008
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40. WEB 3.0
Communicate
Social Graph
Discover Socialise
Interest
Behaviour
Graph
Transact Curate
Noise
Noise Signal
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41. PERSONALISING THE WEB
Context Discovery Platform
Context Filters
Trust Filters
Intent Filters
Context Filters
Trust Filters
Intent Filters
Noise Signal
Noise
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42. INTEREST CONCIERGE
LEVERAGING LINKED DATA FOR A PERSONALIZED WEB EXPERIENCE
mobile autonomous search
PC
web experience important information
tablet ThinkBox™
reputation
like-minded people
interests
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43. PLATFORM OPPORTUNITIES
Personalised Web
Enterprise Social Sector
Mobile /
Education Content Telecoms
CONTEXT
Health
DISCOVERY Research Commerce
PLATFORM Innovation
Travel
Media
Management
Services
HRM CRM Government
Noise Signal
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44. TAKE HOMES
• Context and Personalisation transform Web 2.0 to Web 3.0
• Social Media must adapt to support this transformation
• Context is extremely important to delivering personalisation
• The convergence of the Interest and Social Graphs provide
significant personalisation opportunities
• The Interest Graph can help extend the long tail of Web 2.0
platforms
• Algorithms must continually adapt and support multiple
approaches to personalisation
– Implicit / explicit behaviour
– Interest ontology enhancements
– Autonomous search
– Interest influence
– “unexpected relevance”, or serendipitous discovery of content
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45. WHY WEB 3.0 IS PERSONAL?
BECAUSE EVERYTHING
IS RELATIVE .......
TO ME
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46. QUESTIONS
@ozmota
June 2011 www.ozmota.com
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