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We are currently producing far more data than people can consume – more than we can even process using today’s technology. When there are 750 tweets sent every second, more than 1 million special interest groups on LinkedIn and thousands of publications created by a single firm every year, how do you ensure the right content is getting to the right people? Join Kalev Peekna as he explores ways you can avoid creating the experience of information overload for your audiences. He shares how you can Crack Big Content by organizing, engaging, adapting and analyzing your communications, preventing them from looking, feeling and acting like work. He also provides examples of tools organizations have used to successfully guide overwhelmed readers. To view the webinar recording, visit http://bit.ly/13aWTZ3.
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21 February 2013
Cracking Big Content
Webinar
The Challenge
Big Data
Our information ecosystem (a.k.a. the internet) is producing
more data than we can possibly process using current
technology.
60 Hours of
video
uploaded
every minute
750 Tweets
per second
1,000,000+
special interest
groups
The Marketing View
Marketing and BD have their own version of Big Data: Big
Content
40 4,000
40,000
0
10000
20000
30000
40000
2001 2012 2022
Publications
The Audience View
The real danger for the
user experience is
Information Overload
What you offer
What interests
me
The Result?
Unbounded
accumulation of content
offerings degrades the
experience.
Your communications
begin to look, feel, and
act like work.
First Things First:
So whose fault is
this invidious
problem?
These guys.
Blame
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
Response:
Three-steps to
Cracking Big Content
Step One
Keep Calm
Was there life before the Internet?
Information overload was not
created by the Internet.
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
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
Categories
Compilation
Indices
Alphabetization
Step Two
Carry On
New Tools
Interactive media allow people to take control of
how they access information:
• Search
• Social
• Filters
• Tagging / Taxonomy
• Personalization
• Visualization
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.
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.
Social
Filters
Tagging
Personalization
Visualization
Visualization
How do we bring
all that together?
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
Step Three
Now Panic and Freak Out
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.
?
Content “Entry” is a Lie
Content Entry Structure
First Last
Contributors
Source
Attachments
Body
Tag Relate Score
Computers Can’t Read
The problem is that current
systems can’t read – not even
Google knows what all that
web content means.
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.
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
How Big Data Will Help
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.
WHAT DO YOU MEAN, IT
DOESN’T “POP”?
C’M’HERE.
I’LL SHOW YOU “POP”
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.
Q&A
