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Intro to Web 3.0 and the Internet of Things

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Presentation to the CIPR Social Media session, London, 26th August 2010.

Presentation to the CIPR Social Media session, London, 26th August 2010.

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  • Thank you very much for sharing. An RDF format of Web 3.0 and Internet of things topic with IBM presentation are clearly explained. They are the issues in my project now.
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  • Good
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  • Thanks Simon. Big fan of Johnny Ball too :-)
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  • Web 3.0 will be threedimensional internet!
    http://www.internet3d.org/web-3-0-will-be-three-dimensional-internet/
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  • Great presentation - and I was lucky enough to see it live. Great explanation and infroduction into something that is very complex and yet brought to life so very well by Philip. (Johnny Ball should be very scared).
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  • 1. The Future is now.An introduction to Web3.0 and the internet of things as they are happening today and as they impact marketing & Public Relations
    1
  • 2. Philip Sheldrake
    Influence Crowd LLP
    www.influencecrowd.com
    LinkedIn /in/philipsheldrake
    @sheldrake
    CIPR Social Summer serieshttp://bit.ly/ciprsm#ciprsm26th August 2010
    2
  • 3. These technologies massively impact marketing and PR.
    We are about to witness a technological Cambrian explosion.
    Today is about gaining an insight into this explosion.
    We can only begin to determine the effects if we deeply understand the causes. We’ll broach some of the effects in conversation, but we don’t have time to explore them in any detail today.
    My goal: provide you with serious food for thought.
    My goal today
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    3
  • 4. The Semantic Web
    4
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    “Web 3.0”
    “The Web of Data”
  • 5. Fellow Londoner Sir Tim Berners-Lee put the first website online 6th August 1991, and things have moved pretty fast since then.
    The first consumer Web revolution was embodied by companies such as Yahoo!, AOL, Amazon, eBay, PayPal, Ticketmaster and services such as browser based email and online banking.
    This was the Transactional Web if you like, retrospectively labeled Web 1.0.
    Web 1.0
    5
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
  • 6. “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter – and getting smarter faster than most companies.
    “These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”
    Cluetrain Manifesto, 1999
    Web 2.0
    6
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
  • 7. Whilst there is some confusion over the term, most people use “Web 3.0” to refer to the Semantic Web. I do.
    Either way, the label is a bit of a distraction, but marketers love it, so what can I say!
    I use the terms interchangeably here, and we explain it in the following slides.
    Web 3.0
    7
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
  • 8. If Web 2.0 was all about (user generated) content and community participation, Web 3.0 is about the Web itself understanding the meaning of all the content and participation.
    Indeed, the Web becomes a universal medium for data, information and knowledge exchange.
    Web 3.0 cont.
    8
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
  • 9. You can consider the development of the Web as having been informed by a document metaphor:
    Files, desktop, documents
    Open, read, close
    Everything has a location (like files in a filing cabinet).
    The document metaphor
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 10. The location of a document is specified with a Unique Resource Locator (URL).
    Eg, http://influencecrowd.com/philip_sheldrake/index.php
    The URL
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    The file.
    The folder.
    The domain name that relates to an IP address of a server (via a domain name server (DNS)), in this case right now a shared server at 69.89.31.175.
    Stipulates the protocol for retrieving the resource.
  • 11. A hypothesis of the Semantic Web is that meaning can be conveyed via expressions known as triples:
    Triples
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 12. Resource Description Framework (RDF) is a language at the heart of the Semantic Web for expressing data models using statements expressed as triples.
    And the secret sauce?... to avoid ambiguities, each and every subject, predicate and object of a triple can be referred to uniquely with a URL (objects can have literal values too however).
    RDF
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 13. We could define all three of these locally, in our own little worlds, but all three are likely to be referred to elsewhere too.
    And that’s where the power of the Semantic Web starts to kick in.
    Local and global
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 14. I’m not the one and only Philip Sheldrake.
    Eg, Professor Philip Sheldrake is a Professorial Research Fellow in the Department of Theology and Religion at Durham University.
    So how do we define me uniquely? Well, with reference to:
    http://sheldrake.myopenid.comor http://philipsheldrake.com or http://www.google.com/profiles/philip.sheldrake.
    Similarly, Doc Searls may be http://searls.com.
    The subject and object
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 15. But what about the concept of “knows”?
    What does “knows” mean to you right now?
    What about in different social contexts?
    How might other cultures and languages regard “knows”?
    Eg, The French language has “savoir” & “connaître”.
    The predicate
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 16. Well FOAF (Friend Of A Friend) is a machine-readable ontology / vocabulary describing persons, their activities and their relations to other people and objects.
    To invoke reference to the FOAF ontology we write:
    <rdf:RDFxmlns:foaf=http://xmlns.com/foaf/0.1/>
    At that URI we will find a definition of “knows”:
    http://xmlns.com/foaf/spec/#term_knows
    The predicate cont.
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 17. So now, when we express a statement as a triple like
    Subject - http://philipsheldrake.com
    Predicate - foaf:knows
    Object - http://searls.com
    there is no ambiguity as to what it means.
    Note: this format is for explanation purposes only and does not constitute sound syntax!
    The resultant triple
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 18. How about?!
    http://xkcd.com/stickman foaf:complicated http://xkcd.com/stickwoman
    Simple complicated
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    http://xkcd.com/355
  • 19. RDF is being used today by:
    dbpedia – a project to represent Wikipedia content in RDF
    data.gov.uk – making the UK’s data mashable!
    Amazon.com – to mark up its and its partners’ products
    bbc.co.uk – Aunty Beeb is well along the RDF road, in fact you could consider the BBC to be a global leader in the publishing, news and content world.
    RDF is happening today
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 20. In April 2010, the International Press Telecommunications Council announced the official launch and widespread adoption of its G2 family of news exchange standards, supported by:
    Agence France-Presse
    Associated Press
    dpa
    The Press Association
    Thomson Reuters
    It’s XML, and contains some RDF components.
    News from the IPTC
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 21. GoodRelations is the name of an ontology for ecommerce.
    Jay Myers, Lead Web Development Engineer for Best Buy, reported that applying GoodRelations:
    Improved the rank of the respective pages in Google tremendously
    Increased traffic on the BestBuy stores pages by 30%.
    Search Engine Strategies 2009 conference, Chicago.
    http://ebusiness-unibw.org/pipermail/goodrelations/2009-December/000152.html
    Google loves RDF
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 22. Google reads semantically marked up content and, as of May 2009, uses it to create “rich snippets” it in its search results. Eg,
    http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html
    Google’s rich snippets
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    This “rich snippet” is possible only because Pocket-lint marks its content up semantically and to a standard recognised by Google.
  • 23. I referred earlier to the Semantic Web’s full potential, and that full potential is described by a vision known as Linked Data.
    The following diagram of Linked Data, and ones like it, are as important to PR and marketing professionals as any Web 2.0 illustration you will have seen bandied around over the years.
    The full potential
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 24. LinkedData image
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    Chris Bizerhttp://en.wikipedia.org/wiki/File:Lod-datasets_2009-07-14_colored.png
    Creative CommonsAttribution-ShareAlike 3.0
  • 25. Visit http://relfinder.dbpedia.org/relfinder.html
    Type "Million Dollar Baby" in the 1st box
    Type "Letters from Iwo Jima" in the 2nd box
    …selecting the first result the engine finds for both.
    Now click "Find Relations" and sit back and feel the power of the semantic Web! Click the boxes with rounded corners.
    Movie databases are one of the first data sources to be RDF’d, but this kind of analysis will become increasingly possible in Semantic Web browsers whatever your search terms as the Semantic Web continues to grow.
    See Linked Data in action
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 26. Tim Berners-Lee on the Semantic Web
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    http://www.youtube.com/watch_popup?v=HeUrEh-nqtU
  • 27. The Web of Data exposes connections, correlations, relationships.
    Discovery is the new search.
    Discovery is the new social graph.
    The founding business models of Web 1.0 companies such as eBay and Rightmove, and Web 2.0 companies such as Facebook and LinkedIn, which rely on network effects – where the analytical power accrues to the host with the largest data set so more data is gravitationally attracted – are dead.
    (Today’s) Facebook is dead
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 28. Some pundits already refer to Google’s search engine as the “reputation engine”. With a specific intention in mind, one can seek out various facts and opinions relating to an organisation, a product or service.
    With Web 3.0, the multi-dimensional informational assets can be extracted, synthesised and presented to you real-time to take a stroll through. Extant agents work on your behalf to analyse and identify information thought to be most useful to you (based on your “digital detritus” for example).
    Reputation management has a new meaning
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 29. The Internet of Things
    29
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
  • 30. The Internet of Things refers to a network of objects not historically connected. We can consider four kinds of objects:
    The device containing electronics in order to fulfil its primary function (eg, washing machine, car, aircon unit)
    The electrical device traditionally absent of sophisticated electronics (eg, lighting, heating, power distribution)
    Non-electrical objects (eg, food and drink packages, animals, clothing)
    Environmental sensors (eg, for variables such as temperature, ambient sound and moisture).
    See the CASAGRAS Final Report for more detailed definition.
    Defining the Internet of Things
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
    30
  • 31. IBM Internet of Things video
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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    http://www.youtube.com/watch_popup?v=sfEbMV295Kk
  • 32. Each and every one of us is going to be kicking off more data describing our use of digital products and services; what some refer to as our digital exhaust or digital footprint, and I like to call digital detritus.
    Detritus is a biological word for discarded organic matter, such as leaf litter for example, which is then decomposed by microorganisms and re-appropriated by animal and plant life. It is then interestingly analogous to our regard for and treatment of this data we’re all shedding.
    Digital detritus
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 33. We collect the clickpath of visitors’ interactions with our website today, but we can’t yet access the data describing their use of physical products.
    We can invite customers to share their location data with us via their mobile phones, but we can’t yet help them review their driving style (excepting Fiat’s Ecodrive facility) or use of public transport.
    Digital detritus cont.
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 34. We can encourage the consumer to reap the anticipated advantages of greener products and services, but we can’t identify the actual advantage they achieve and reflect it back at them.
    We can market a food product’s expected role in a balanced diet, but not the specific role it plays in a particular household’s diet.
    Digital detritus cont.
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 35. Does Sony sell you a TV or a home entertainment service?
    Does Fiat sell you a car or a transportation service?
    How might preventative maintenance be designed and marketed?
    How does this transform the concept of a warranty, and how might such a redesign of the proposition lay new foundations for a lifetime relationship with the customer?
    Some questions for you…
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 36. Is every future marketing communication personalised (and I’m not just referring to the address field!)?
    How will your customers employ Web 3.0 technologies to mashup their personal and collective use of your products and services?
    What customer information should you have access to? What should be customer opt-in? What benefits might you offer to entice the customer to share more?
    …lends a whole new meaning to conversational marketing.
    Some questions for you… cont.
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 37. VRM is the other side of the CRM coin.
    How might you wield semantic Web technologies and the Internet of Things to empower your customers?
    Vendor Relationship Management
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 38. Your in-store marketing system detects one is dressed predominantly in clothes from Primark, the other Prada.
    How does your in-store customer communications respond?
    How might this impact your real-time pricing strategy?
    _______________
    I have >100 slides like these. Why not make up your own?
    Two guys walk into a store…
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 39. With the current paucity of “meaning”, forgive me for helping search engines help others find this presentation:
    Marketing and Web 3.0
    Marketing and the Semantic Web
    Marketing and Linked Data
    Marketing and the Internet of Things
    Advertising and Web 3.0
    Advertising and the Semantic Web
    Advertising and Linked Data
    Advertising and the Internet of Things
    Public relations and Web 3.0
    Public relations and the Semantic Web
    Public relations and Linked Data
    Public relations and the Internet of Things
    Optimisation slide
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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  • 40. http://semanticweb.org
    http://en.wikipedia.org/wiki/Semantic_Web
    http://linkeddata.org
    http://en.wikipedia.org/wiki/Linked_data
    http://en.wikipedia.org/wiki/Internet_of_Things
    http://www.readwriteweb.com/archives/internet-of-things
    http://en.wikipedia.org/wiki/Vendor_Relationship_Management
    http://www.philipsheldrake.com - my blog
    CIPR Social Media group: #ciprsm / http://twitter.com/sheldrake/cipr-digital-group
    Reading
    26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales
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