Web 3 Scott Brinker

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Web 3 Scott Brinker

  1. 1. Data Marketing Using Linked Data for Branding, Promotion & Profit Scott Brinker @chiefmartec by
  2. 2. 1.0 Linking pages 2.0 Linking people 3.0 Linking data
  3. 3. The 4P’s of Marketing
  4. 4. Product, pricing, placement and promotion will all be effected by linked data . How?
  5. 5. > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
  6. 6. Data helps us make decisions.
  7. 7. Data helps us impress our boss.
  8. 8. Data helps us persuade others.
  9. 9. Data is the fuel of 21 st century.
  10. 10. Finding data is hard work.
  11. 11. And then we horde it in silos.
  12. 12. But a new generation of companies is making data “open.”
  13. 13. And a wave of linked data is on the way.
  14. 14. Marketers love data.
  15. 15. If you love something, set it free.
  16. 16. Instead of data about customers, data for customers .
  17. 17. > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
  18. 18. Data can help people find you.
  19. 22. 15% higher click-through rate. Source: Nick Cox, Yahoo!
  20. 23. Catalyze a virtuous cycle.
  21. 25. <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/
  22. 28. http://www.ebusiness-unibw.org/wiki/GoodRelations
  23. 29. 30% increase in organic search engine traffic. Source: Jay Myers, BestBuy
  24. 30. (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
  25. 31. > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
  26. 32. “ Data shapes conversations and markets.” – Josh Jones-Dilworth
  27. 33. What data, if widely disseminated, would grow your market ?
  28. 35. What data would position you as a leading authority in your field?
  29. 38. What data vocabularies (ontologies) will define your market ?
  30. 40. Copyright © 2010 Scott Brinker Marketing Data Marketing The data marketing ecosystem
  31. 41. > Data for customers > Data + search = SEO++ > Data branding > Data business models Roadmap
  32. 42. As Raw Data Delivery As An Application Copyright © 2010 Scott Brinker 8 Business Models for Linked Data
  33. 43. Thank you. @chiefmartec http://www.chiefmartec.com

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