Know more to earn more …

June 2009

Agenda

Market Dynamics

mSpoke background

mPower service capabilities/overview

mPower use cases

Other mSpoke services

mSpoke customers

Media is in a quandary

Transition to online changes audience relationship– In print, “one-year names” were world class– Online, each individual audience member votes on each

individual article

Audience wants to participate – ‘Citizen journalism’ and user-generated content are

upending traditional content-creation models

Advertisers want more detailed segmentation of your audience

Technology prowess is suddenly a critical success factor– Like it or not, as soon as you go online your software mediates all

interactions between your audience, your content, and your advertisers

Media is in a quandary

Reinvent our audience relationships– Business media’s emerging role is as platform for community

– provide services that help our audience members be more successful & influential

– Meet higher expectation for right content at right time (Do you have the content I need right now?)

Reinvent our content models– Video, blogs, user content, social networks, – Maintain authoritative position through curation of aggregated

content

And do it all with state-of-the-art technology and

insanely great technical execution

Enter mSpoke!

A team of rocket scientists from CMU

Developed adaptive learning algorithms

Formed Peak Strategy in 2002

Built an initial product around highly structured data for the financial services market, targeted at asset managers– Did “alpha modeling” – unless you’re a “quant,” you

don’t want to know! – Assets, but no employees, sold to Morgan Stanley in

2006

Used proceeds to form mSpoke to apply technology to unstructured content for B2B media market.

mPower: predicting what readers want nextmPower starts with your content:

Step 1: Analyze your content to really understand what each individual article is about– Extracts detailed knowledge about the topics, themes and entities

contained in the content – Knowledge manifests in well-formed, SEO-optimized metadata

Step 2: Observe readers interacting with the content– Use the analysis from Step 1 to build profiles of each individual

reader’s interests, based on their interaction (what is read and what is passed up)

Step 3: Use the profiles developed in Step 2 to recommend additional/future content matched to the user's interests. – Recommended content might be articles, or ads, or white papers,

etc.

mPower profiles individuals, not groupsmPower profiles user interests separately for each

individual; never grouped together with other users

mPower profiles content individually, too– The adaptive algorithms are constantly learning how users

interact with each individual piece of content.– Articles that don’t “perform” won’t continue to be offered– Valuable archival content can be brought to the surface

mPower’s automated technology never stops learning– It increasingly presents to users the content that they most

want to see

mPower leverages external content for youmPower aggregates nearly all publicly available RSS feeds

Can filter to match your content set

Can also filter specific content you identify or license

SaaS makes mPower easy to deploy

‘Heavy Lifting’ done in Pittsburgh via SaaS model that removes deployment burden onto mSpoke staff

You provide content and user database “dumps”

You insert couple lines of code that allows mSpoke to recognize visitors

Typical mPower use cases

Adaptive Widgets– Adaptive Web Site

Adaptive Newsletter

Aggregation Plays– Aggregated Adaptive Newsletter– Event companion site

All monetized through:Increased conversion of ads, white papers, registrants,

etc., thanks to mPower’s recommended matchesAnd decreased list fatigue thanks to mPower’s better

segmentation & higher conversion off the site/newsletter

mPower adaptive widgets use case

Integrated website widgets that offer

– Contextually related content recommendations (when don’t know user)

– Personalized content recommendations (when know user)

– Personalized ads, white papers, etc.,

– Matched ads, WPs, other content, etc., to context of forum and social network content

– Otherwise hard to do due to lack of control and tagging

mPower newsletter use case

Email newsletter

– Increasingly personalized to reading habits of each individual subscriber

– Can use all internal content or mix of internal and externally aggregated content

– Can leverage all external content in aggregation play

– Monetized via advertising and white paper/lead gen

Sample Personalized Email

Every article scoredbased on personalrelevance

Every article scoredbased on personalrelevance

Optionally: Userscan provide more feedback

Optionally: Userscan provide more feedback

You select the sources

You select the sources

Abstract they can click on toread the entirestory

Abstract they can click on toread the entirestory

mPower event companion use case

Event “companion” site

– News & information site establishes year-round brand relationship with face-to-face event attendees

– Relevant content from across the live web

– Personalized to the interests of the user over time

– Newsletter, too

mPower list fatigue use case

Increases conversion rates by making the right offer to the right visitor at the right moment when they are most interested

Decreases list fatigue by– Sending emails to smaller, more targeted subsets of the

list – yet getting same or better conversion because of matching the interests of those in that targeted subset

– Converting right off a web page, “in the moment” (reducing need for list blasts in the first place)

Know more to earn more

mPower helps B2B media companies know more about their content and their audience so they can:

Deeply understand the needs of audience members

Respond directly to those needs

Match those needs with personalized– Articles – Ads – White papers– Webinars– Events

Other mSpoke services: mSense

“Metadata as a service”– Not everyone has well-formed metadata on their

content– SEO optimized– Developed at customer request

Use mSense to– Enhance your content's "findability" through metadata

annotation. – Better leverage other content providers' RSS feeds. – Enrich your own understanding of the content you

produce.

Other mSpoke services: mTrends

Identifies important changes as they emerge by monitoring the conversations that you care about – Tracks millions of conversations on the web in real time– Statistically analyzes topics, themes, entities and

connections in a particular subject area

Use mTrends to– Identify important new themes so you can act

deliberately before your competitors do. – Recognize and influence emerging thought leaders and

influencers early in their development. – Stay informed without an overwhelming number of

searches or multiple keyword alerts

Customers– uses mSpoke's "mPower" to manage and host an

email newsletter named SupplyChainDaily (www.SupplyChainDaily.com).

– Each subscriber gets his own newsletter with content tailored to his specific interests, based pervious behavior

– a continuing medical education provider, uses mPower to track what "credits" its registered doctors are working toward. mSpoke suggests articles to accelerate their progress

– uses mPower to power their related content widget

– One of the world's best known strategy consulting firms uses mTrends to monitor trends on the web

– Uses mPower to automate the process of assigning relevant topics to their stories

Thank you!