Marketing with Linked Data (MIT)

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Presentation at the MIT's 2010 Linked Data Product Development Lab on the intersection of marketing and linked data.

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Marketing with Linked Data (MIT)

  1. 1. MIT IAP 2010Linked Data Product Development Lab<br />Marketing with Linked Data<br />by Scott Brinker<br />Twitter: @chiefmartec<br />sbrinker@chiefmartec.com<br />http://www.chiefmartec.com<br />
  2. 2. How will linked data impact marketing?<br />
  3. 3. Marketing dominates the visible web.<br />
  4. 4. $1 billion in social media marketing<br />(i.e., Facebook, Twitter) this year.<br />
  5. 5. What about the “invisible web” of linked data?<br />
  6. 6.
  7. 7. Marketing tactics,circa 1900<br />
  8. 8. Marketing tactics, circa 2000<br />
  9. 9. 100 years of progress?<br />
  10. 10. Emerging marketing tactics, circa 2010<br />
  11. 11. Emerging marketing tactics, circa 2010<br />1,573<br />APIs<br />4,549<br />mashups<br />
  12. 12. SEO and web APIs are aqualitatively different kindof marketing tactic.<br />
  13. 13. Even across shifts in medium…<br />…marketing had been produced for humans.<br />
  14. 14. With SEO and web APIs, marketing has a different audience.<br />
  15. 15.
  16. 16. Visible vs. Linked Data Marketing<br />Copyright © 2010 Scott Brinker<br />Visible Marketing<br />Linked Data Marketing<br />
  17. 17. Search Engines as Data Applications<br />Google Rich Snippets<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. http://www.ebusiness-unibw.org/wiki/GoodRelations<br />
  22. 22. SEO++<br />Incremental evolution of search engine optimization(SEO) withdata objects.<br />
  23. 23. Data for nothing and links for free.<br />
  24. 24. It’s not all about<br />
  25. 25.
  26. 26.
  27. 27. LinkedData Marketing<br />Copyright © 2010 Scott Brinker<br />
  28. 28. 8 Business Models for Linked Data<br />Indirect RevenueDirect<br />As Raw DataDelivery As An Application<br />Copyright © 2010 Scott Brinker<br />
  29. 29. 7 Phases of Data<br />Human Insight<br />Copyright © 2010 Scott Brinker<br />
  30. 30. “Build something people want.”<br />– Paul Graham<br />Scott Brinker<br />Twitter: @chiefmartecsbrinker@chiefmartec.com<br />http://www.chiefmartec.com<br />

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