The Mashup Story of Golf.com
Alla Gringaus
Time Inc. Interactive
Fundamental mind shift in media online
- People.com - YOU chose the Sexiest Man Alive
- Time.com - Person of the Year: YOU
- CNNMoney.com - more integrated and cross-platform solutions and ideas than ever
- Sports Illustrated.com - Fan Nations: Build your own Sport Community (I did)
- EntertainmentWeekly.com - Rate, Vote, Blog, Write
- GOLF.com
The Golf mashup
- Repurpose a business model
- 'Refactor' content for a more open dialog
- Content aggregating - bring all these different types of data from different APIs and do something useful out of it
- Create a social network between data providers by cross-referring to each other
- Find a different way to get the same news, but in related format
- Architect a system with minimal set up requirements
- Focus on work... you don't have to do
Search before redesign
The story-centric style, top-down message, a huge collection of articles...
Search after redesign
Tiger Woods' short bio, long bio, latest scoreboards, leaderboards
Endless digging
No editor dependency, self maintained content, endless 'digging in'
Before Redesign: Equipment Finder - dead end!
After Redesign - feedback and full participation
No more dead end, new business model is equivalent to CNET.
Users test, rate, do side-by-side club reviews, blog, tag, comment.
Course Finder: Googlemaps API
The Golf mashups: All Things Golf
- Multiple Points of Interest
- Communication many to many
- Levels of user participation
- Paradigm shift: real time interactive news vs. all print
- Diversifying the business without moving away from the area of expertise
- Open a dialog between inside and outside perspectives
- Mix the familiar and the new
- Design for evolution, allow the expectations to change
One Final Note
After the launch of new Golf.com on March 20th, GOLF.com will become a defacto Golf information - you'll get everything from articles, courses, images, personalities, scoreboards to the Tiger's wife's favored shoes, and beyond -by using a few APIs together, high quality trusted content, and mapping interface.
Anything that Golf has or doesn't have!
What made it possible: RSS, AJAX, JSON, syndicated video, tagging, blogging, mashups of APIs... and most amazing trusted credible content by our talented writers and reporters
and also JUST one passionate developer Harold Clarke and Golf's great decision makers.
Thank You!
Time Inc. Interactive thanks you for your talent, ideas, and everything we learn from you, folks!
