Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks to Semantic Web and VRM

Meta-for-a Metadata for anything, starting from advertising A journey from Advertising Network to a VRM ( Vendor Relationship Management ) point of view of ads using Semantic Web technologies Episode 1 Metafora AD Network reloaded on metafora.it on second half of 2010 Matteo Brunati - dagoneye.it

About me ( in italian ) on dagoneye.it http://www.dagoneye.it some english stuff on http://www.dagoneye.it/blog/category/semantic-web/english/

it’s a similar box, isn’t it?

let’s open it!

Episode 1 • What is it Metafora AD Network • A Journey from advertising to a VRM context of advertising • It’s all around social objects thanks to metadata • Data Web Marketing: not data about customer, but data for customer

what is it Metafora AD Network?

Metafora AD Network was born in Italy on December 2006, based on the model of The Deck AD Network http://decknetwork.net/

why? at the end of 2006 poor quality of banners, as creativity and a minimal banner vendor messages without any animation is more relevant we have blogs: we want an than a bigger one explicit division from personal content to sponsored content our positive experiences about brands have a value, as co-cocreation

who are we? blogs and webzines that want to talk with Vendors using their own visibility ( PageRank >= 5 ) and their own identity without mashup with their own personal ﬂow of information http://www.metafora.it/network/

what we do a Vendor wants to promote his message on our 1 sites: we vote the message and think about our endorsement to speak about the WHY we think it’s a useful message If the majority of us approves, we make a collective endorsement as a post on 2 metafora.it, and make it ﬁndable thanks to a banner ( no animation and 125px x 125px ) with a link on this endorsement to show it thanks to display ad respectful of the reader. It is also SEO friendly, using the open web.

a banner with some data about its context, and a bit more transparency about itself who is the channel the banner itself ( what ) a link to our endorsement ( why )

brand reputation the value is in how the advertiser relate with the italian blogosfere, Transparency of a in the dynamic of collective endorsement, engagement and co- trasparency showed creation of value using a minimal banner in a Network of TRUSTED sites

An exclusive intermediate between 30 websites ( blogs and webzine ) and the Market CONVERSATIONAL HINT + Using votes Metafora Network DISPLAY ADVERTISING TO accepts or not the message from DELIVER IT IN A NETWORK OF the vendor, and TRUST SITES makes the endorsement without any control of the vendor side a sort of word of mouth connected with minimal advertising in the blogosfere, in the open web outside social network x

what is it the Vendor’s value? a collective feedback that is not this endorsement has an initial under his control, distribution through trusted on a blog that helps ﬁndability display advertising CUSTOMER EXPERIENCES IT’S NOT ONLY DISPLAY

no tracking cookies, no proﬁlation unless http headers data small footprint...

we don’t believe it’s a value being a captivate customer

from Advertising to a VRM point of view of the relationship with a Vendor

what is an AD Network? CHANNEL + RELEVANCE ( context and audience ) + CREATIVE AND USEFUL MESSAGE ( respect and shared interests )

AD Network is useful for a broadcast message of a Vendor, under his own control site1 Vendor Message ( banner ) site2

if the Vendor thinks a channel has a value, he wants to invest on it site1 Vendor Message ( banner ) site2 channel

typically an AD Network proﬁles users and sell to others these informations and data as indirect revenue site1 Vendor Message ( banner ) site2 channel data collected on navigation habits

we tried to make a more balanced conversation with the Vendor site1 Vendor Message ( banner ) site2 + endorsement under the customer control

without making another social network: we are using the open web as our network

and without proﬁling users: we believe in human being and trasparency

so we are using the advertising model with a VRM point of view, or a bit like this...

here we are voting the Vendor is a way to take some control on it our blogs and sites are our CRM, or a sort of, in a unstructured way our endorsement is outside the VRM principles Vendor control

putting the Vendor under our collective vote, is a shift in the relationship with him

a shift that it’s not so simple to accept http://blogs.law.harvard.edu/vrm/2009/04/12/vrm-and-the- four-party-system/

it’s not about the what of a product, it’s about the WHY, the intentions about a product http://www.nxtbook.com/nxtbooks/crmmedia/crm0510/index.php#/22

and we give memory and ﬁndability to these WHY http://www.metafora.it/docs/campagne.html made with SIMILE Exhibit, a MIT framework to publish open data stuff

http://www.metafora.it/docs/campagne.html made with SIMILE Exhibit, a MIT framework to publish open data stuff this is our open archive of endorsements, to make Vendors more trasparent to the Market

to trust a Vendor we want a documented story of some past experiences from the Customer side, not under Vendor’s control

it helps the creation of a common about customer experiences in the open web... ready to use from VRM tools

let’s thinking about it http://blogs.law.harvard.edu/vrm/2009/11/15/intention-economy-traction/

and on it http://thebankwatch.com/2007/11/10/are-ad-networks-really-the-endgame/

making it on our spare time, but we have the same problems http://thebankwatch.com/2009/06/26/on-vrm-facebook-and-being-misunderstood-for-long-periods-of-time/

so we make some conversations and a ﬁrst step in a management of our relationships with the vendors, thanks to our digital identities ( blogs ) all of this in an unstructured way at the moment

we are a sort of 4th party, but in Italy it was earlier and it’s not so clear this kind of service it was september 2009 that we speak about 4th parties

note that platforms are on the Vendor side traditionally: who pays for the Customer freedom? http://www.getsatisfaction.com/

it’s all about platform and the control of the Customer side

why the Vendor pays something on Metafora? our time to make something original and useful about our relationship with him putting INSIDE the Web ( the collective Memory ) + personal distribution channel from the Customer side, not on others platforms

our sites are our platform

Metafora doesn’t work in this form 1. time ( a lot of stuff made in our spare time ) 2. not right tools to support the vision 3. incorrect terms probably 4. Italy context of understanding and living the Net as a channel and not as a place 5. more similar to the VRM context than the advertising one 6. lack of focus

because advertising works on this assumption for it we are an eyeball but are we?

and advertising is looking for something different http://www.comradity.com/comradity/2010/05/advertising-as-we-know-it-is-like-wrinkle-miracle-ointments-.html

It’s all around social objects, thanks to metadata

we want to talk about social object, not about the brand, and about our stories about this object, using our identities ( blogs ) http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/

wait... a Social Object? http://gapingvoid.com/2007/12/31/social-objects-for-beginners/

Social Object isn’t only about a shared interest, is about a real story http://confusedofcalcutta.com/2010/05/14/thinking-about-social-objects-and-limbo-dancing/

there are global trends to make the social objects more explicit http://www.chiefmartec.com/2010/06/3-nimble- trends-changing-content-and-marketing.html

The concept of "the web site" is becoming less important than the underlying content and its social propagation. Structured data and metadata around content are becoming increasingly important.

thinking about Facebook and the Open Graph stuff...

http://www.facebook.com/matteobrunati https://graph.facebook.com/me/likes Not the page, but the Social Object inside that page A movie titles “Fight Club”

our intentions are explicit and expressed in a structured way, thanks to Metadata

Metadata is the new authority David Weinberger http://www.slideshare.net/venicesessions/venice-sessions-iv-david-weinberger-between-media-and-world

Metadata and social objects are technically, the cornerstone of the Semantic Web

This is the idea of GGG, the Giant Global Graph http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126

this Giant Global Graph makes the connections and the relations explicit. It works for a more trasparent web

One thing we have in commons in the Metafora Network all of us is an early adopter of theTransparency enabled by the Net

Metadata and trasparency have a lot in common

Transparency in our being as Creativist http://changethis.com/manifesto/show/ 66.03.CreativistManifesto

Trasparency also connected with the Green and a more ethical economy not only green, but maybe a more balanced idea of the whole Market...

Transparency in the way we want to put the vendor message: not an invasive way

and not on the vendor’ s control, but on the ours one

Transparency in the act of reviewing http://trendwatching.com/trends/transparencytriumph/

Transparency and advertising: how make a link between?

how Transparency is a value from a Vendor point of view?

because it saves him from this fragmentation

Metadata is indipendent

Transparency is a value if it can be expressed as OPEN DATA in the Web, so it can be aggregated from anyone ( Customer or Vendor Side )

Open data uses METADATA, which help us to ﬁnd the right information in the Web3.0

DATA and METADATA shift us from PUSH to PULL Market

Pull is the natural way businesses should work to put the customer ﬁrst. When you hear about companies opening their data, giving customers account portability, and talking about interoperability with competitors, that’s the language of pull. http://www.openforum.com/idea-hub/topics/the-world/article/what-pull-and-the-semantic-web-mean-for- small-business-part-i-david-seigel

Doc Searls is making the connection... http://blogs.law.harvard.edu/vrm/2010/05/24/managing- relationships-not-each-other/

why have an AD Network if there are more useful ways to connect the Market between us and the Vendors side?

Google has radically improved the advertising process, first by making advertising accountable (you pay only for click-throughs) and second by shifting advertising waste from ink and air time to pixels and server cycles. Yet even this success does not diminish the fact that advertising itself remains inefficient, wasteful and speculative. Even with advanced targeting and pay-per-click accountability, the ratio of "impressions" to click-throughs still runs at lottery-odds levels. The holy grail for advertisers isn't advertising at all, because it's not about sellers hunting down buyers. In fact it's the reverse: buyers hunting for sellers. It's also for customers who remain customers because they enjoy meaningful and productive relationships with sellers - on customers' terms and not just on vendors' alone. This is VRM: Vendor Relationship Management. It not only relieves many sellers of the need to advertise - or to advertise heavily - but also allows CRM (Customer Relatinship Management) to actually relate, and not just to capture and control. As VRM grows, advertising will shrink to the the perimeters defined by "no other way". It's hard to say how large those perimeters will be, or how much journalism will continue to thrive inside of them; but the sum will likely be less than advertising supports today.

Data Web Marketing: not data about customer, but data for customer

this is a new way to think data: not data about customers, but data for customers http://www.slideshare.net/sjbrinker/web-30-data-marketing

VRM can be the perfect scenario to understand the power of changing our attitude to the Market thanks to the Web at full of its potential ( Semantic Web ) Taking control of our relationships in the Market

what if we open the data about advertising, while VRM is growing?

what data is useful for us in a typical vendor message?

what if we enable a new trasparency using metadata about how advertising is proﬁling us? implicit proﬁling privacy http://www.cdt.org/paper/looking-back-p3p-lessons-future

this is Data Web Marketing: let’s talk http://friendfeed.com/data-web-marketing matt [at] blog.dagoneye.it

photos • http://www.flickr.com/photos/alphaducentaure/4060545788/ • http://www.flickr.com/photos/simiant/3576804/in/ photostream • http://www.flickr.com/photos/naturesdawn/2758645685/

Episode 2 is on the way on... this is the new Metafora: Metadata for ...

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Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks to Semantic Web and VRM

by Matteo Brunati on Jun 21, 2010

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Meta-For-A - Metadata for Anything - Starting from advertising - Metafora AD Network reloaded around social objects thanks to Semantic Web and VRM — Presentation Transcript