Gearing Up for Web 3.0: What PR Practitioners Can Expect Jeff Barrett, Chief Web Architect, Burrelles Luce February 11, 2009

History of the web - 1.0 to present Web 1.0 is URLs and Search Web 2.0 is User Experience Web 3.0 is just getting started Web x.0 more marketing terminology then technical Web x.0 may better delineate time periods Web x.0 tends to show an evolution towards more evolved social networks

Web 1.0 is URLs and Search

Web 2.0 is User Experience

Web 3.0 is just getting started

Web x.0 more marketing terminology then technical

Web x.0 may better delineate time periods

Web x.0 tends to show an evolution towards more evolved social networks

History of PR and the web – 1.0 to present Web 1.0 – A change in who could have a voice Web 2.0 – An evolution in identifying sources of voice Web 3.0 – Probably an evolution in the PR message The nature of PR messaging is evolving along with the web

Web 1.0 – A change in who could have a voice

Web 2.0 – An evolution in identifying sources of voice

Web 3.0 – Probably an evolution in the PR message

Who is behind web 3.0? Working groups Standards Technologists Pundits trying to keep up with the evolution of human knowledge and consensus

Working groups

Standards

Technologists

Pundits trying to keep up with the evolution of human knowledge and consensus

What is web 3.0? A coming period of time including semantic web Semantic web - A confusing technical name Describes the relationships and meaning between things referenced by Links/URLs Meaning provided by structured ‘is’ and ‘has’ PRSA is a well-known organization for public relations professionals

A coming period of time including semantic web

Semantic web - A confusing technical name

Describes the relationships and meaning between things referenced by Links/URLs

Meaning provided by structured ‘is’ and ‘has’

PRSA is a well-known organization for public relations professionals

What does it look like? Don’t expect to view a semantic web yet Primarily understood by software not people Does not necessarily change the appearance of content

Don’t expect to view a semantic web yet

Primarily understood by software not people

Does not necessarily change the appearance of content

Will I interact with the semantic web? Expect this to change the quality of navigation across the Internet Provides for software automation Specialized analytical engines to answer personalized inquiries is the dream

Expect this to change the quality of navigation across the Internet

Provides for software automation

Specialized analytical engines to answer personalized inquiries is the dream

State of the semantic web today Mostly experimental Microformats Specialized Search

Mostly experimental

Microformats

Specialized Search

3 ways semantic web could improve the work lives of PR professionals: Spend less time searching for relevant information More-focused messaging will increase the odds of pinpointed delivery to your intended audiences Reaching the appropriate targets will allow for the development and maintenance of deeper, more-productive relationships

Spend less time searching for relevant information

More-focused messaging will increase the odds of pinpointed delivery to your intended audiences

Reaching the appropriate targets will allow for the development and maintenance of deeper, more-productive relationships

How web 3.0 could effect the evolution of PR standards: As web standards evolve, we may begin to see public relations conform to its own set of guidelines A further shift away from “one size fits all” mass messaging to individualized communication

As web standards evolve, we may begin to see public relations conform to its own set of guidelines

A further shift away from “one size fits all” mass messaging to individualized communication

Why technology enhances the functions PR practitioners already perform The development of a more computer-friendly language connecting infinite sources Better able to zero in on a targeted audience Closer one-to-one relationships

The development of a more computer-friendly language connecting infinite sources

Better able to zero in on a targeted audience

Closer one-to-one relationships

PR investing early in Web 3.0 Technology investments Education PR semantic webs Client/company specific tools The advertising industry—issues may signal what lies ahead for PR

Technology investments

Education

PR semantic webs

Client/company specific tools

The advertising industry—issues may signal what lies ahead for PR

What is sentiment? Determine the attitude of a text with respect to some topic A complicated detail for PR Automated sentiment

Determine the attitude of a text with respect to some topic

A complicated detail for PR

Automated sentiment

Web 3.0 and sentiment? The semantic web at its core supports disagreements For the foreseeable, future humans are still better at working with the complex rules surrounding sentiment in PR

The semantic web at its core supports disagreements

For the foreseeable, future humans are still better at working with the complex rules surrounding sentiment in PR

Questions? Ask now Ask them later Email me at [email_address] Sign-up to receive our monthly e-newsletter www.burrellesluce.com Our Fresh Ideas blog Learn from others in the industry www.burrellesluce.com/freshideas4

Ask now

Ask them later

Email me at [email_address]

Sign-up to receive our monthly e-newsletter

www.burrellesluce.com

Our Fresh Ideas blog

Learn from others in the industry

www.burrellesluce.com/freshideas4