web 3.0 data marketing
Post on 19-Sep-2014
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DESCRIPTION
Marketing with linked data -- a presentation at the 2010 Web 3.0 Conference.TRANSCRIPT
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Data MarketingUsing Linked Data for Branding, Promotion & Profit
Scott Brinker@chiefmartec
by
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1.0 Linking pages
2.0 Linking people
3.0 Linking dataWEB
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The 4P’s of Marketing
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Product, pricing, placement andpromotion will all be effected bylinked data.
How?
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> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
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Data helps us make
decisions.
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Data helps us impress our
boss.
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Data helps us persuade
others.
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Data is the fuel of 21st century.
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Finding data is hard work.
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And then we horde it in silos.
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But a new generation of companies is making data
“open.”
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And a wave of linked data is on the way.
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Marketers love data.
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If you love something, set it free.
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Instead of data about customers,data for customers.
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> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
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Data can help people find
you.
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15% higher click-through rate.
Source: Nick Cox, Yahoo!
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Better listing
Catalyze a virtuous
cycle.
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<span xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Review-aggregate">
<span property="v:itemreviewed">The Slanted Door</span> <span rel="v:rating">
<span property="v:average”>4.0</span> </span> <span property="v:count”>1698</span>
</span>
<div xmlns:v="http://rdf.data-vocabulary.org/#" typeof="v:Organization"> <span property="v:name">The Slanted Door</span> <span property="v:tel">(415) 861-8032</span> <div rel="v:address">
<span property="v:street-address">1 Ferry Bldg</span>
<span property="v:locality">San Francisco</span> <span property="v:region">CA</span> <span property="v:postal-code">94111</span>
</div></div>
Microformats & RDFa in existing pages
http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997
http://microformats.org/
http://rdfa.info/
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http://www.ebusiness-unibw.org/wiki/GoodRelations
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30% increase in organic search engine traffic.
Source: Jay Myers, BestBuy
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2009 2010 2011 2012 2013 2014$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
(millions)
Source: Forrester Research, Inc.
SEO offers incentive & budget for data
Projected SEO spending in US
$2,805 this year
$5,078in 4 years
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> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
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“Data shapes conversations and markets.”
– Josh Jones-Dilworth
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What data, if widely disseminated,would grow your market?
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What data would position you as aleading authority in your field?
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What data vocabularies (ontologies)will define your market?
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Copyright © 2010 Scott Brinker
Marketing Data Marketing
The data marketing ecosystem
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> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
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Indi
rect
R
even
ue
D
irect
As Raw Data Delivery As An Application Copyright © 2010 Scott Brinker
8 Business Models for Linked Data
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Thank you.@chiefmartec
http://www.chiefmartec.com