Web 3.0 Data Marketing

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Marketing with linked data -- a presentation at the 2010 Web 3.0 Conference.

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Web 3.0 Data Marketing

  1. 1. Data Marketing<br />Using Linked Data for Branding, Promotion & Profit<br />Scott Brinker<br />@chiefmartec<br />by<br />
  2. 2. WEB<br />1.0 Linking pages<br />2.0 Linking people<br />3.0 Linking data<br />
  3. 3. The 4P’s of Marketing<br />
  4. 4. Product, pricing, placement and<br />promotion will all be effected by<br />linked data.<br />How?<br />
  5. 5. Roadmap<br />&gt; Data for customers<br />&gt; Data + search = SEO++<br />&gt; Data branding<br />&gt; Data business models<br />
  6. 6. Data helps us make decisions.<br />
  7. 7. Data helps us impress our boss.<br />
  8. 8. Data helps us persuade others.<br />
  9. 9. Data is the fuel of 21st century.<br />
  10. 10. Finding data is hard work.<br />
  11. 11. And then we horde it in silos.<br />
  12. 12. But a new generation of companies is making data “open.”<br />
  13. 13. And a wave of linked data is on the way.<br />
  14. 14. Marketers love data.<br />
  15. 15. If you love something, set it free.<br />
  16. 16. Instead of data about customers,<br />data for customers.<br />
  17. 17. Roadmap<br />&gt; Data for customers<br />&gt; Data + search = SEO++<br />&gt; Data branding<br />&gt; Data business models<br />
  18. 18. Data can help people find you.<br />
  19. 19.
  20. 20.
  21. 21.
  22. 22. 15% higher click-through rate.<br />Source: Nick Cox, Yahoo!<br />
  23. 23. Better listing<br />Catalyze a virtuous cycle.<br />
  24. 24.
  25. 25. Microformats & RDFa in existing pages<br />&lt;span xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Review-aggregate&quot;&gt; &lt;span property=&quot;v:itemreviewed&quot;&gt;The Slanted Door&lt;/span&gt; &lt;span rel=&quot;v:rating&quot;&gt; &lt;span property=&quot;v:average”&gt;4.0&lt;/span&gt; &lt;/span&gt; &lt;span property=&quot;v:count”&gt;1698&lt;/span&gt;&lt;/span&gt;<br />&lt;div xmlns:v=&quot;http://rdf.data-vocabulary.org/#&quot; typeof=&quot;v:Organization&quot;&gt; &lt;span property=&quot;v:name&quot;&gt;The Slanted Door&lt;/span&gt; &lt;span property=&quot;v:tel&quot;&gt;(415) 861-8032&lt;/span&gt; &lt;div rel=&quot;v:address&quot;&gt; &lt;span property=&quot;v:street-address&quot;&gt;1 Ferry Bldg&lt;/span&gt; &lt;span property=&quot;v:locality&quot;&gt;San Francisco&lt;/span&gt; &lt;span property=&quot;v:region&quot;&gt;CA&lt;/span&gt; &lt;span property=&quot;v:postal-code&quot;&gt;94111&lt;/span&gt; &lt;/div&gt;&lt;/div&gt;<br />http://rdfa.info/<br />http://microformats.org/<br />http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997<br />
  26. 26.
  27. 27.
  28. 28. http://www.ebusiness-unibw.org/wiki/GoodRelations<br />
  29. 29. 30% increase in organic search engine traffic.<br />Source: Jay Myers, BestBuy<br />
  30. 30. SEO offers incentive & budget for data<br />(millions)<br />$5,078in 4 years<br />$2,805 this year<br />Projected SEO spending in US<br />Source: Forrester Research, Inc.<br />
  31. 31. Roadmap<br />&gt; Data for customers<br />&gt; Data + search = SEO++<br />&gt; Data branding<br />&gt; Data business models<br />
  32. 32. “Data shapes conversations and markets.”<br />– Josh Jones-Dilworth<br />
  33. 33. What data, if widely disseminated,<br />would grow your market?<br />
  34. 34.
  35. 35. What data would position you as a<br />leading authority in your field?<br />
  36. 36.
  37. 37.
  38. 38. What data vocabularies (ontologies)<br />will define your market?<br />
  39. 39.
  40. 40. The data marketing ecosystem<br />Copyright © 2010 Scott Brinker<br />Marketing<br />Data Marketing<br />
  41. 41. Roadmap<br />&gt; Data for customers<br />&gt; Data + search = SEO++<br />&gt; Data branding<br />&gt; Data business models<br />
  42. 42. 8 Business Models for Linked Data<br />Indirect Revenue Direct<br />As Raw Data Delivery As An Application<br />Copyright © 2010 Scott Brinker<br />
  43. 43. Thank you.<br />@chiefmartec<br />http://www.chiefmartec.com<br />

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