Social Publishing and the Assembled WebContent, Commerce, and Community

December 2nd, 2010

Gilbane Boston

2 © 2010 Optaros, Inc. Some rights reserved.

Content, Commerce, and CommunityBackground

Era Characteristics Limitations

Web of Documents

Content-centric

Static HTML experiences / lightweight CMS

Focus on eyeballs, stickiness

“The web is a giant universal library for information”

Results in Brochure-ware

Experiences are not engaging

Not digitally native

Not interactive / immersive

Web of Transactions

Commerce-centric

Focus on conversion rates

“The web is a giant universal marketplace for buying and selling things”

No loyalty

Shallow experience

No social interaction

Transactional focus often resulted in weak content – don’t distract the buyer

Web of Communities(aka “Web 2.0”)

Community-centric

Focus on engagement

“The web is a giant universal cocktail party / high school reunion / community”

Struggle to find business models

Community for community’s sake

Herd mentality

Cost of community management underestimated

3 © 2010 Optaros, Inc. Some rights reserved.

The Assembled WebConceptual Framework

4 © 2010 Optaros, Inc. Some rights reserved.

The Assembled WebHigh Level Reference Architecture