“Atomisation” - what is it, and what are you going to do about it? Ashley FriedleinCEOE-consultancy.com

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Atomisation

Jakob's Law of the Web User Experience

“Users spend most of their time

on other sites”

There are many, many more interactions with your brand online that AREN’T on your site,

than ARE

For example…• Your online advertising• Press release distribution sites• ‘Media’ sites – ‘official’ coverage of you• Affiliates (not always in your knowledge)• (Shopping) Comparison Sites e.g. Kelkoo, Froogle• Search Engines (whether users click or not)• Trading platforms e.g. eBay (are people re-selling your

stuff?)• In E-mails• Partner sites (trade affiliations, co-registration deals etc.)• Directories• Blogs/Communities – people talking about you• Virtual Worlds – e.g. Second Life• Twitter, YouTube etc. etc.

Is this good or bad? Should you encourage it or fight it?

Is it going to happen more, or less?

http://www.touchgraph.com/TGGoogleBrowser.php?start=www.e-consultancy.com&signed=false

The Atomisation of E-consultancy

iRobot

Reputation & NetworkMonitoring / Online PR

• Google News• Blog Search• Bloglines• Technorati• Topix• digg• reddit.com• etc. etc.

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And we’ve hardly started…• Events e.g. Eventful.com, Upcoming.org• Slides / Presentations e.g. Slideshare.net• YouTube Channel• Facebook Channel / Apps• APIs (e.g. Supplier Directory), Widgets etc.

The Big Boys are at it (of course)

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3 types of widget have been made available:-

1. One showing item information for an auction listing

2. Another enabling a slideshow for multiple selected items

3. And another showing multiple thumbnails related to keyword search queries

“eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites

around the web.”

eBay

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Amazon

And some interesting applications of it…

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www.nfp2.co.uk

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OK…

So what am I meant

to do about it?

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1. Map / understand your network2. Make yourself useful / available to your netwok3. Engage with your network

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1. Map / understand

your network2. Make yourself useful / available to your netwok

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A Website

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How to map your network? Free stuff:• Google “related:[www.yourdomain.com]” • Touchgraph (http://www.touchgraph.com/) • Alerts (e.g. Google) – who is talking about you? • Backlinks to your site + competitors’ sites• Refferring sites (from your web stats)• Feed aggregators (e.g. Feedraider) • Ask people (especially your users)

Tools / Services:• Onalytica, Atlas Sitefinder, SEO Elite, various SEM / PR agencies (Spannerworks etc.)

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1. Map / understand

your network2. Make yourself useful / available to your netwok

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Microformats – the atomisation of

content

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hCardhCalendarAdr / geohResume hReviewhttp://microformats.org/

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hReview – corkd.com

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hCalendar – upcoming.org

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hResume – LinkedIn.com

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Widgets and APIs – the atomisation of functionality

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www.nfp2.co.uk

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OpenID, Google Open Social etc.

– the atomisation of identity

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APML – the atomisation

of behavioural data

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You want my Amazon profile?

My last.fm profile?

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My financial services profile?

My medical profile?

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Browsers – evolving to make

these ‘atoms’ configurable

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From: Alex Faaborg (Firefox user experience developer)

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From: Alex Faaborg (Firefox user experience developer)Netvibes

In Summary…

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Buzz words I’m excited about…

Microformats, chunks, widgets, APIs,

Atomisation, configuration, distribution,

syndication, “Federated Commerce”

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“The customer is in control”

…yada yada…

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Atomisation

Thank you/ Q&A

Ashley FriedleinCEOE-consultancyhttp://www.e-consultancy.com