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 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

  1. 1. Gearing Up for Web 3.0: What PR Practitioners Can Expect Jeff Barrett, Chief Web Architect, Burrelles Luce February 11, 2009
  2. 2. History of the web - 1.0 to present <ul><li>Web 1.0 is URLs and Search </li></ul><ul><li>Web 2.0 is User Experience </li></ul><ul><li>Web 3.0 is just getting started </li></ul><ul><li>Web x.0 more marketing terminology then technical </li></ul><ul><li>Web x.0 may better delineate time periods </li></ul><ul><li>Web x.0 tends to show an evolution towards more evolved social networks </li></ul>
  3. 3. History of PR and the web – 1.0 to present <ul><li>Web 1.0 – A change in who could have a voice </li></ul><ul><li>Web 2.0 – An evolution in identifying sources of voice </li></ul><ul><li>Web 3.0 – Probably an evolution in the PR message </li></ul>The nature of PR messaging is evolving along with the web
  4. 4. Who is behind web 3.0? <ul><li>Working groups </li></ul><ul><li>Standards </li></ul><ul><li>Technologists </li></ul><ul><li>Pundits trying to keep up with the evolution of human knowledge and consensus </li></ul>
  5. 5. What is web 3.0? <ul><li>A coming period of time including semantic web </li></ul><ul><li>Semantic web - A confusing technical name </li></ul><ul><li>Describes the relationships and meaning between things referenced by Links/URLs </li></ul><ul><li>Meaning provided by structured ‘is’ and ‘has’ </li></ul><ul><ul><li>PRSA is a well-known organization for public relations professionals </li></ul></ul>
  6. 6. What does it look like? <ul><li>Don’t expect to view a semantic web yet </li></ul><ul><li>Primarily understood by software not people </li></ul><ul><li>Does not necessarily change the appearance of content </li></ul>
  7. 7. Will I interact with the semantic web? <ul><li>Expect this to change the quality of navigation across the Internet </li></ul><ul><li>Provides for software automation </li></ul><ul><li>Specialized analytical engines to answer personalized inquiries is the dream </li></ul>
  8. 8. State of the semantic web today <ul><li>Mostly experimental </li></ul><ul><li>Microformats </li></ul><ul><li>Specialized Search </li></ul>
  9. 9. 3 ways semantic web could improve the work lives of PR professionals: <ul><li>Spend less time searching for relevant information </li></ul><ul><li>More-focused messaging will increase the odds of pinpointed delivery to your intended audiences </li></ul><ul><li>Reaching the appropriate targets will allow for the development and maintenance of deeper, more-productive relationships </li></ul>
  10. 10. How web 3.0 could effect the evolution of PR standards: <ul><li>As web standards evolve, we may begin to see public relations conform to its own set of guidelines </li></ul><ul><li>A further shift away from “one size fits all” mass messaging to individualized communication </li></ul>
  11. 11. Why technology enhances the functions PR practitioners already perform <ul><li>The development of a more computer-friendly language connecting infinite sources </li></ul><ul><li>Better able to zero in on a targeted audience </li></ul><ul><li>Closer one-to-one relationships </li></ul>
  12. 12. PR investing early in Web 3.0 <ul><li>Technology investments </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>PR semantic webs </li></ul></ul><ul><ul><li>Client/company specific tools </li></ul></ul><ul><li>The advertising industry—issues may signal what lies ahead for PR </li></ul>
  13. 13. What is sentiment? <ul><li>Determine the attitude of a text with respect to some topic </li></ul><ul><li>A complicated detail for PR </li></ul><ul><li>Automated sentiment </li></ul>
  14. 14. Web 3.0 and sentiment? <ul><li>The semantic web at its core supports disagreements </li></ul><ul><li>For the foreseeable, future humans are still better at working with the complex rules surrounding sentiment in PR </li></ul>
  15. 15. Questions? <ul><li>Ask now </li></ul><ul><li>Ask them later </li></ul><ul><li>Email me at [email_address] </li></ul><ul><li>Sign-up to receive our monthly e-newsletter </li></ul><ul><ul><ul><li>www.burrellesluce.com </li></ul></ul></ul><ul><li>Our Fresh Ideas blog </li></ul><ul><ul><li>Learn from others in the industry </li></ul></ul><ul><ul><ul><li>www.burrellesluce.com/freshideas4 </li></ul></ul></ul>

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