mSpoke Basics
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The document discusses how mspoke's mpower technology helps B2B media companies adapt to the evolving online landscape by personalizing content delivery based on individual audience interests, enhancing user engagement, and improving advertising effectiveness. It emphasizes the importance of understanding both content and audience dynamics in a digital age increasingly driven by user-generated content and detailed audience segmentation. Additionally, it highlights other services offered by mspoke, such as msense and mtrends, which assist organizations in optimizing content and monitoring industry trends.
mSpoke Basics
- 1. Know more to earn more ā¦ June 2009
- 2. Agenda Market Dynamics mSpoke background mPower service capabilities/overview mPower use cases Other mSpoke services mSpoke customers
- 3. Media is in a quandary Transition to online changes audience relationship In print, āone-year namesā were world class Online, each individual audience member votes on each individual article Audience wants to participate ā Citizen journalismā and user-generated content are upending traditional content-creation models Advertisers want more detailed segmentation of your audience Technology prowess is suddenly a critical success factor Like it or not, as soon as you go online your software mediates all interactions between your audience, your content, and your advertisers
- 4. Media is in a quandary Reinvent our audience relationships Business mediaās emerging role is as platform for community ā provide services that help our audience members be more successful & influential Meet higher expectation for right content at right time ( Do you have the content I need right now? ) Reinvent our content models Video, blogs, user content, social networks, Maintain authoritative position through curation of aggregated content And do it all with state-of-the-art technology and insanely great technical execution
- 5. Enter mSpoke! A team of rocket scientists from CMU Developed adaptive learning algorithms Formed Peak Strategy in 2002 Built an initial product around highly structured data for the financial services market, targeted at asset managers Did āalpha modelingā ā unless youāre a āquant,ā you donāt want to know! Assets, but no employees, sold to Morgan Stanley in 2006 Used proceeds to form mSpoke to apply technology to unstructured content for B2B media market.
- 6. mPower: predicting what readers want next mPower starts with your content: Step 1: Analyze your content to really understand what each individual article is about Extracts detailed knowledge about the topics, themes and entities contained in the content Knowledge manifests in well-formed, SEO-optimized metadata Step 2: Observe readers interacting with the content Use the analysis from Step 1 to build profiles of each individual readerās interests, based on their interaction ( what is read and what is passed up) Step 3: Use the profiles developed in Step 2 to recommend additional/future content matched to the user's interests. Recommended content might be articles, or ads, or white papers, etc.
- 7. mPower profiles individuals, not groups mPower profiles user interests separately for each individual; never grouped together with other users mPower profiles content individually, too The adaptive algorithms are constantly learning how users interact with each individual piece of content. Articles that donāt āperformā wonāt continue to be offered Valuable archival content can be brought to the surface mPowerās automated technology never stops learning It increasingly presents to users the content that they most want to see
- 8. mPower leverages external content for you mPower aggregates nearly all publicly available RSS feeds Can filter to match your content set Can also filter specific content you identify or license
- 9. SaaS makes mPower easy to deploy ā Heavy Liftingā done in Pittsburgh via SaaS model that removes deployment burden onto mSpoke staff You provide content and user database ādumpsā You insert couple lines of code that allows mSpoke to recognize visitors
- 10. Typical mPower use cases Adaptive Widgets Adaptive Web Site Adaptive Newsletter Aggregation Plays Aggregated Adaptive Newsletter Event companion site All monetized through: Increased conversion of ads, white papers, registrants, etc., thanks to mPowerās recommended matches And decreased list fatigue thanks to mPowerās better segmentation & higher conversion off the site/newsletter
- 11. mPower adaptive widgets use case Integrated website widgets that offer Contextually related content recommendations (when donāt know user) Personalized content recommendations (when know user) Personalized ads, white papers, etc., Matched ads, WPs, other content, etc., to context of forum and social network content Otherwise hard to do due to lack of control and tagging
- 12. mPower newsletter use case Email newsletter Increasingly personalized to reading habits of each individual subscriber Can use all internal content or mix of internal and externally aggregated content Can leverage all external content in aggregation play Monetized via advertising and white paper/lead gen
- 13. Sample Personalized Email Every article scored based on personal relevance Optionally: Users can provide more feedback You select the sources Abstract they can click on to read the entire story
- 14. mPower event companion use case Event ācompanionā site News & information site establishes year-round brand relationship with face-to-face event attendees Relevant content from across the live web Personalized to the interests of the user over time Newsletter, too
- 15. mPower list fatigue use case Increases conversion rates by making the right offer to the right visitor at the right moment when they are most interested Decreases list fatigue by Sending emails to smaller, more targeted subsets of the list ā yet getting same or better conversion because of matching the interests of those in that targeted subset Converting right off a web page, āin the momentā (reducing need for list blasts in the first place)
- 16. Know more to earn more mPower helps B2B media companies know more about their content and their audience so they can: Deeply understand the needs of audience members Respond directly to those needs Match those needs with personalized Articles Ads White papers Webinars Events
- 17. Other mSpoke services: mSense ā Metadata as a serviceā Not everyone has well-formed metadata on their content SEO optimized Developed at customer request Use mSense to Enhance your content's "findability" through metadata annotation. Better leverage other content providers' RSS feeds. Enrich your own understanding of the content you produce.
- 18. Other mSpoke services: mTrends Identifies important changes as they emerge by monitoring the conversations that you care about Tracks millions of conversations on the web in real time Statistically analyzes topics, themes, entities and connections in a particular subject area Use mTrends to Identify important new themes so you can act deliberately before your competitors do. Recognize and influence emerging thought leaders and influencers early in their development. Stay informed without an overwhelming number of searches or multiple keyword alerts
- 19. Customers uses mSpoke's "mPower" to manage and host an email newsletter named SupplyChainDaily ( www.SupplyChainDaily.com ). Each subscriber gets his own newsletter with content tailored to his specific interests, based pervious behavior a continuing medical education provider, uses mPower to track what "credits" its registered doctors are working toward. mSpoke suggests articles to accelerate their progress uses mPower to power their related content widget One of the world's best known strategy consulting firms uses mTrends to monitor trends on the web Uses mPower to automate the process of assigning relevant topics to their stories
- 20. Thank you!