Cracking Big Content with Organization, Engagement and Analysis
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Big content is creating information overload for users. There are three steps to cracking big content: 1) Remain calm and don't blame content, as information overload predates the internet. Tools like categorization, indices and alphabetization have long helped manage information. 2) Continue using new interactive tools like search, social features, filters and personalization to help users access information. 3) Don't panic, as advances in big data and machine learning will soon enable automated analysis of content to extract meaning and structure, alleviating much of the manual work required today. This will further enhance interactive experiences and help users navigate large amounts of content.
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Cracking Big Content with Organization, Engagement and Analysis
- 1. 21 February 2013 Cracking Big Content Webinar
- 3. Big Data Our information ecosystem (a.k.a. the internet) is producing more data than we can possibly process using current technology. 1,000,000+ 60 Hours of special interest video 750 Tweets groups uploaded per second every minute
- 6. The Marketing View Marketing and BD have their own version of Big Data: Big Content 40000 Publications 40,000 30000 20000 10000 4,000 40 0 2001 2012 2022
- 7. The Audience View What interests The real danger for the me user experience is Information Overload What you offer
- 8. The Result? Unbounded accumulation of content offerings degrades the experience. Your communications begin to look, feel, and act like work.
- 9. First Things First:Blame So whose fault is this invidious problem? These guys.
- 10. Cracking the Problem • Content isn’t really the problem • The key to avoiding the experience of information overload is to crack big content by: – Organizing – Engaging – Adapting – Analyzing
- 11. Response: Three-steps to Cracking Big Content
- 12. Step One
- 13. Keep Calm
- 14. Was there life before the Internet? Information overload was not created by the Internet.
- 15. Pre-Internet Overload Since we’ve been able to record information, people have complained that there’s too much: • “Of making books there is no end.” - Ecclesiastes 12:12 • “The abundance of books is distraction” - Seneca • “Life is short, art is long” - Hippocrates • “Such is the flood [of books] that even things that might have done some good lose all their goodness” - Erasmus
- 16. Pre-Internet Solutions Over thousands of years, we’ve created a range of tools to guide overwhelmed readers: • Categorization • Indices • Alphabetization • Summation & Compilation Too Much to Know: Managing Scholarly Information before the Modern Age, Ann M. Blair, 2010
- 17. Categories
- 18. Compilation
- 19. Indices
- 20. Alphabetization
- 21. Step Two
- 22. Carry On
- 23. New Tools Interactive media allow people to take control of how they access information: • Search • Social • Filters • Tagging / Taxonomy • Personalization • Visualization
- 24. Search Search is probably the most powerful, most useful tool we can offer our audiences. It’s why Google is a verb, and Yahoo is a cautionary tale. It’s also imperfect.
- 25. Social It’s widely observed that social networks are becoming the primary information source for many users. Social brings together two powerful functions that help people find the right information: influence and curation.
- 26. Social
- 27. Filters
- 28. Tagging
- 29. Personalization
- 30. Visualization
- 31. Visualization
- 32. How do we bring all that together?
- 33. One North’s Research Exercise In the “Trust & Worthy” site, we imagined how all these techniques can be combined in a simple, unified, interactive experience. http://examples.onenorthinteractive.com/trustworthy
- 36. Step Three
- 37. Now Panic and Freak Out
- 38. Why Panic? ? In between good content and a great interactive experience lies a lot of analysis. And currently, almost all that analysis must be done by people. That means you.
- 39. Content “Entry” is a Lie First Last Contributors Source Attachments Body Content Entry Structure Score Tag Relate
- 41. Computers Can’t Read The problem is that current systems can’t read – not even Google knows what all that web content means.
- 42. The Problem is Also the Solution Some of the biggest names in Information research are looking for ways to take raw content and turn it into structured data - to give content meaning. They call this effort Big Data.
- 44. How Big Data Will Help By 2022, these analysis engines will be available as on- demand services that all kinds of other systems can use. Web CMS Content Data
- 45. How Big Data Will Help WHAT DO YOU MEAN, IT DOESN’T “POP”? By 2012, you will spend a lot less time teaching your CMS what your communications mean. You will be able to get back to actual marketing and business development. C’M’HERE. I’LL SHOW YOU “POP”
- 46. Cracking Big Content: The Recap Step One: Keep Calm Don’t blame the content. Content is good. Step Two: Carry On Explore new, interactive capabilities to connect users to information. Step Three: Don’t Panic Help is on the way. Embrace the Cloud.
- 47. Q&A