Marketers Guide To Web 3.0

The Evolving Web • the web is full of loose ideas / code • the code propagate from one site to another • videos, apps, fads, pictures, technology, art, etc. • that basic unit of information is known as: the meme • groups of memes form together into “memeplexes”, the structure of movements • word of mouth, syndication, feedback, and social groups all have a role in the spreading of memes • the internet is the great big meme-machine © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 2

Web 1.0 the web as an information portal - information exclusivity, be the first to own the content - dividing the world wide web into usable directories - everyone has their personal own little corner in the cyberspace - lacks: • community • interaction • scalability © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 3

The Web Became Static & Lonely with n o way to change the page k to talk bac no way and and no way to find each ot her and no way to share and build together © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 4

Web 2.0 the web as a platform - focus on the power of the community to create and validate - the power of a seemingly freer form of organization (“tags”) - setting up “hooks” for future integration (RSS, API) - lacks: • personalization • true portability • meaning © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 5

The Web Became Noisy & Overwhelming I CAN’T HEAR myself talk IND r ’T F king fo I CAN m loo NOISE what I’ NOISE NOISE NOISE I CAN’T BUILD the page the way I want © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 6

We Broke Dunbar’s Number Dunbar's number is the supposed cognitive limit to the number of individuals with whom any one person can maintain stable social relationships There’s me And here are all my friends There’s my Myspace, Flickr, Yelp, And their YouTube, LinkedIn, Myspace, Flickr, Yelp, Facebook, Last.fm… YouTube, LinkedIn, Facebook, Last.fm… And their friends FEELING with their content OVERWHELMED? © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 7

Introducing Web 3.0 What does it mean? The 3rd decade of the Web (2010–2020), when simultaneous and complementary technology trends will finally reach maturity: • a network of separately siloed applications and content repositories creating more seamless interoperability between connected devices • data anywhere anytime via broadband adoption, mobile Internet access, software-as-a-service, and cloud computing • true data portability via open identity (OpenID), APIs and data formats • a consistent web language via RDF, OWL, SWRL, SPARQL, etc. • intelligent agents, natural language processing, and machine learning Web 3.0 is The Relevant Web © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 8

Web 3.0 As A Great Party Host The next generation of web will be like a great party host. A great host knows his guests, he knows what they like, who they know, and how they are related. A great host will: 1. Encourage conversation 2. Help you to discover new things 3. Protect your privacy © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 10

Encouraging Conversation THE SEMANTICS OF CONVERSATION Semantic technology will create a meaningful format around human interaction online. This format will golf jazz enable better online matchmaking wine cars and content distribution. jazz pool You’ll find the people you want and have the conversations you need. COMPANIES ALREADY DOING IT is a business social is a Firefox extension network that uses semantic that creates a decentralized social technologies to match profiles network right in your browser. together for business opportunities. Friends can see each other’s likes Unlike LinkedIn, it's less based on and dislikes on music, movies, wine, who you know and more based on books, etc and share messages what you know. about common interests. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 11

Helping You To Discover New Things THE SEMANTICS OF DISCOVERY Semantic technology will create a meaningful format around human interests. This format will better golf jazz social recommendations based on wine rock your friends and people like you. jazz opera You’ll discover important content popping out from the social noise. COMPANIES ALREADY DOING IT is a social browsing is RottenTomatoes extension for Firefox that integrates meets ZAGAT. It takes a large pull of with data from Flickr, Facebook, reviews from Yahoo, CitySearch, Twitter, Last.fm, and Friendfeed and Yelp, etc. and aggregates them then cross-references the data with smartly into a single score and a your browsing experience. single consensus. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 12

Protecting Your Privacy THE SEMANTICS OF PRIVACY Semantic technology will create a meaningful format around sharing family information. This format will politics enable better control of online photos career privacy through smarter distribution. resume You’ll give the right people the right friends information without risking exposure. COMPANIES ALREADY DOING IT is an online Technology on the horizon… movement that will enable users to - page content trust indicators be able to move, share, and control - open social graph their identity, photos, videos and all - the semantic desktop other forms of personal data (personal file organization) through semantic web standards. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 13

Online Advertising in Web 2.0 CONTEXTUAL • Based on keywords • Can be inaccurate • Not brand-safe BEHAVIORAL • Tied to cookies • Doesn’t account for multiple users on one computer More and more, consumers trust each other more than they trust corporations, brands, and their advertising messages. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 15

Increasing Ad Relevance BETTER AD TARGETING BETTER OPTIMIZATION uses natural language reads the content of a web processing and artificial intelligence site and auto-generates semantic to interpret word meaning and tags. The benefit of semantic tags sentiment. It relies on synonyms over normal tags is that they reflect and concepts, rather than keyword concepts and meaning, making it scanning. even more findable. BETTER AD CONTENT BETTER FINDABILITY can dynamically is a search engine that pull in relevant content from a focuses on natural language database, as well as scanning processing, not simply on keywords social content sites like Yelp and alone. It tries to understand the Flickr for the newest (positive) search phrase as a whole. And the reviews and photo. It’s the power of more search queries and intent are your brand message only promoted understood, the more relevant ads by your consumers. on search results can be. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 16

Social Media Measurement in Web 2.0 REACH • Visits, views • Clicks, posts, downloads EXPOSURE • Buzz monitoring, viral spread But it's inside those walled gardens, that everything interesting is happening... How strong is the community? Are they active? Are we changing their minds? Changing their actions? © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 17

Better Social Media Measurement MEASURE THE MESSAGE MEASURE THE TONE Semantic technology is able to pull The next generation of sentiment together connections between analysis will look at the entirety of a words and phrases. Measurement comment or an article, who it came tools will be moving away from the from and who it was directed to. It tag cloud, and more towards the will use natural language and trends of the real conversation, relationship analysis to sift the not just the keyword of the day. quot;goodquot; comments from quot;badquot;. MEASURE THE VELOCITY MEASURE THE CONNECTIONS How far is my message traveling measures the and how fast? Semantic technology connections between community builds on meaning. And so it doesn't members and between people and matter if your followers say “Dodge concepts. By looking at both muscle carquot; or “the new friending and popular dialogue, they Challengerquot;, semantic buzz tools can tell you if your brand has will tie the conversation together. enabled passionate conversation. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 18

We are moving towards a more open social world. In the future, the only social network will be the social graph. We are opening the floodgates. For online marketing, it will be the difference in row boating from lake to lake to navigating the uncharted seas. It's finally time to go exploring and the semantic web will be our compass. © ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 19

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Marketers Guide To Web 3.0

by Marta Strickland on Nov 10, 2008

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