Semantic Web and Marketing
                   Cambridge Semantic Web Meet-up @ MIT
                            Dean Whitne...
communication


Sunday, November 15, 2009
communication


Sunday, November 15, 2009
communication
 1440 - Printing Press
 Johannes Gutenberg




Sunday, November 15, 2009
1834 - Telegraph
             Samuel F. B. Morse




       communication
 1440 - Printing Press
 Johannes Gutenberg




S...
1834 - Telegraph
             Samuel F. B. Morse




       communication
 1440 - Printing Press     1840 Radio
 Johannes ...
1834 - Telegraph    1910 Public Radio Broadcast
             Samuel F. B. Morse      Lee De Forest company




       comm...
1834 - Telegraph    1910 Public Radio Broadcast
             Samuel F. B. Morse      Lee De Forest company




       comm...
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest ...
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest ...
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest ...
Integrated Marketing

        Results (KPIs)                          Tactics
        •   Search rank                     ...
The consumer decision journey
        • Consumers are moving outside the
          purchasing funnel—changing the way they...
People influence each other…


                                             2009
                                         ...
Target audience in the target audience
 11/10/09                   Garfield Group
                                        ...
Target Audience
        • Influencers




 11/10/09                   Garfield Group
                                     ...
8

Sunday, November 15, 2009
???




8

Sunday, November 15, 2009
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Sunday, November 15, 2009
9
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Sunday, November 15, 2009
10
Sunday, November 15, 2009
Semantic Web




                               11
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Sunday, November 15, 2009
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Sunday, November 15, 2009
13
Sunday, November 15, 2009
What’s Web 3.0 in the Marketplace?

       1. Consumers find products faster and easier

       2. Higher quality products...
Sunday, November 15, 2009
16
Sunday, November 15, 2009
17
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18
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19
Sunday, November 15, 2009
Ideas?



 11/10/09                   Garfield Group
                                             20
Sunday, November 15, ...
Dean Whitney, President
                            Garfield Group Interactive
                            • Digital strat...
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Semantic Web and Marketing talk at MIT

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Talked to Cambridge Semantic Web Group at MIT about semantic web and marketing. Is it the next big thing? How can we accelerate innovation?

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Semantic Web and Marketing talk at MIT

  1. 1. Semantic Web and Marketing Cambridge Semantic Web Meet-up @ MIT Dean Whitney - Nov 11, 2009 1 Sunday, November 15, 2009
  2. 2. communication Sunday, November 15, 2009
  3. 3. communication Sunday, November 15, 2009
  4. 4. communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  5. 5. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  6. 6. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  7. 7. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  8. 8. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  9. 9. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  10. 10. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  11. 11. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 2010 Web 3.0 Semantic Web 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  12. 12. Integrated Marketing Results (KPIs) Tactics • Search rank • Websites/blogs • Audience Acquisition • Lead gen programs • Brand recognition • Organic Search • Apps (Twitter, Facebook) • Quality of Engagement • Social Media • Leads & Customers • Branding/Print 11/10/09 Garfield Group 3 Sunday, November 15, 2009
  13. 13. The consumer decision journey • Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 11/10/09 Garfield Group 4 Sunday, November 15, 2009
  14. 14. People influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/10/09 Garfield Group 5 Sunday, November 15, 2009
  15. 15. Target audience in the target audience 11/10/09 Garfield Group 6 Sunday, November 15, 2009
  16. 16. Target Audience • Influencers 11/10/09 Garfield Group 7 Sunday, November 15, 2009
  17. 17. 8 Sunday, November 15, 2009
  18. 18. ??? 8 Sunday, November 15, 2009
  19. 19. 9 Sunday, November 15, 2009
  20. 20. 9 Sunday, November 15, 2009
  21. 21. 10 Sunday, November 15, 2009
  22. 22. 10 Sunday, November 15, 2009
  23. 23. Semantic Web 11 Sunday, November 15, 2009
  24. 24. 12 Sunday, November 15, 2009
  25. 25. 12 Sunday, November 15, 2009
  26. 26. 13 Sunday, November 15, 2009
  27. 27. What’s Web 3.0 in the Marketplace? 1. Consumers find products faster and easier 2. Higher quality products and services 3. Easier than ever to deliver value 14 Sunday, November 15, 2009
  28. 28. Sunday, November 15, 2009
  29. 29. 16 Sunday, November 15, 2009
  30. 30. 17 Sunday, November 15, 2009
  31. 31. 18 Sunday, November 15, 2009
  32. 32. 19 Sunday, November 15, 2009
  33. 33. Ideas? 11/10/09 Garfield Group 20 Sunday, November 15, 2009
  34. 34. Dean Whitney, President Garfield Group Interactive • Digital strategy • Solution Architecture • Creative Lead dwhitney@garfieldgroup.com LinkedIn.com/deanwhitney @deanwhit 11/10/09 Garfield Group 21 Sunday, November 15, 2009
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