Social data is again overwhelming social filters, and therefore we are entering the next wave of the web evolution. During this next wave, new solutions will target information to you based on personal relevance. It is at this point where the web becomes personal, a web that understands you and continually adapts to your every interest.
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. The web started as an information portal, and the age of email, directories and search. Therefore it is fair to say Web 1.0 = Content + Commerce directory taxonomy Lacks:
1) Context
2) Social interaction
Web 2.0 gave us read write sharing on the web which ushered in user generated content and social networking. We now double what we willingly share on the Internet each year. Our search engines couldn’t cope with the overload. Social networks gave us some filtering with the billions of “What the” phenomena narrowing down our attention from trusted broadcasters giving a sentiment or approval of information signaled onto the social graph.
• 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?
Funnily enough, the more these actions happen, the lower the likelihood that your streams of information and content being consumed are of personal relevance. This is because the social graph does not account for the fact we are constantly shifting and evolving individuals whose focus and interest change with real-time.
Web 2.0 is the transformation from directory taxonomy to a social folksonomy
Web 2.0 = Content + Commerce + Community
Web 2.0 has seen the rise of 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
WEB 2.0 platforms are brilliant in facilitating content generation but it is highly inefficient in personalising my social media experience, lack portability and interoperability.
As the Web grows with more information, social media, platforms, real-time, connections, mobility we get FLOODED WITH INFORMATION.
MORE DISTRACTIONS = LESS ATTENTION
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 Serendipity discovery
As Eric Schmidt quoted “The power of individual targeting — the technology will be so good it will be very hard for people to watch or consume something that has not in some sense been tailored for them."
“The next Web is not a separate Web, but an extension of the current one, in which information is given well-defined meaning and context”
• 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 but by connected customers voting in the invitation for brands to connect with them.
What are the properties of a personalized Web;
• Mobile
• Influence
• Connecting business to clients dynamically
• Personalization
• Bridging online and offline interactions
• Social Discovery
• Connecting people through the Interest Graph
Context advances Web 2.0 towards the next web, a personalised Web. 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……..
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.
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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Fast Company. Startups Skip Video, Hang Hopes On Shareable Multimedia | interest graph marketing. Personalized Web. Blogs. Digital Influence Mapping. Business 2 Community. How To Get The Right Message To The Right People at the Right Time Without Being Creepy Don’t look now, but someone – in fact, lots of “someones” – are watching you. While marketing companies have been collecting data on us long before the age of the Internet, they were limited in the amount of information they could harness from us.
That’s all changed. We not only willingly share our information every time we fill out an online form, we are also being tracked throughout our web travels, all behind the scenes, without most users ever thinking about the data that’s being compiled about them. How many users pause for a moment and think it odd that after searching for a new throw rug on Amazon, they are suddenly seeing ads everywhere for the exact rug they were thinking of purchasing?
So what is really going on? As it turns out, this type of targeting is nothing new. Behavioral targeting is quickly becoming a marketer’s dream. How does this work? Let’s take a look at a typical experience. Ontology. Social Network Analysis. Social Web Knowledge. Ozmota | the web made personal™ Analytics. You Are What You Like. Semantic Web. Semantic tools. The future of social media ozmota inc personalized web - final pu... The personalized web is just an interest graph away — Cloud Computing News. Interest Graph. Interest graph marketing. Semantic technologies.