Web 3 Scott Brinker
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Web 3 Scott Brinker

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    Web 3 Scott Brinker Web 3 Scott Brinker Presentation Transcript

    • Data Marketing Using Linked Data for Branding, Promotion & Profit Scott Brinker @chiefmartec by
    • 1.0 Linking pages 2.0 Linking people 3.0 Linking data
    • The 4P’s of Marketing
    • Product, pricing, placement and promotion will all be effected by linked data . How?
    • > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
    • Data helps us make decisions.
    • Data helps us impress our boss.
    • Data helps us persuade others.
    • Data is the fuel of 21 st century.
    • Finding data is hard work.
    • And then we horde it in silos.
    • But a new generation of companies is making data “open.”
    • And a wave of linked data is on the way.
    • Marketers love data.
    • If you love something, set it free.
    • Instead of data about customers, data for customers .
    • > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
    • Data can help people find you.
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    • 15% higher click-through rate. Source: Nick Cox, Yahoo!
    • Catalyze a virtuous cycle.
    •  
    • <span xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Review-aggregate&quot;> <span property=&quot;v:itemreviewed&quot;>The Slanted Door</span> <span rel=&quot;v:rating&quot;> <span property=&quot;v:average”>4.0</span> </span> <span property=&quot;v:count”>1698</span> </span> <div xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Organization&quot;> <span property=&quot;v:name&quot;>The Slanted Door</span> <span property=&quot;v:tel&quot;>(415) 861-8032</span> <div rel=&quot;v:address&quot;> <span property=&quot;v:street-address&quot;>1 Ferry Bldg</span> <span property=&quot;v:locality&quot;>San Francisco</span> <span property=&quot;v:region&quot;>CA</span> <span property=&quot;v:postal-code&quot;>94111</span> </div> </div> Microformats & RDFa in existing pages http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997 http://microformats.org/ http://rdfa.info/
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    • http://www.ebusiness-unibw.org/wiki/GoodRelations
    • 30% increase in organic search engine traffic. Source: Jay Myers, BestBuy
    • (millions) Source: Forrester Research, Inc. SEO offers incentive & budget for data Projected SEO spending in US $2,805 this year $5,078 in 4 years
    • > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
    • “ Data shapes conversations and markets.” – Josh Jones-Dilworth
    • What data, if widely disseminated, would grow your market ?
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    • What data would position you as a leading authority in your field?
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    • What data vocabularies (ontologies) will define your market ?
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    • Copyright © 2010 Scott Brinker Marketing Data Marketing The data marketing ecosystem
    • > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
    • As Raw Data Delivery As An Application Copyright © 2010 Scott Brinker 8 Business Models for Linked Data
    • Thank you. @chiefmartec http://www.chiefmartec.com