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Jeffrey Barrett: Gearing Up For Web 3.0
 

Jeffrey Barrett: Gearing Up For Web 3.0

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February 11, 2009 - Jeffrey Barrett, chief web architect for BurrellesLuce, addresses the topic of Web 3.0, the semantic web, and the future of public relations at the PRSA Westchester/Fairfield ...

February 11, 2009 - Jeffrey Barrett, chief web architect for BurrellesLuce, addresses the topic of Web 3.0, the semantic web, and the future of public relations at the PRSA Westchester/Fairfield event, "Gearing Up for Web 3.0: What Public Relations Practitioners Can Expect."

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    Jeffrey Barrett: Gearing Up For Web 3.0 Jeffrey Barrett: Gearing Up For Web 3.0 Presentation Transcript

    • 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
    • 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
    • Who is behind web 3.0?
      • 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
    • 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
    • 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
    • State of the semantic web today
      • 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
    • 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
    • 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
    • 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
    • What is 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
    • 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