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Semantic Web and Marketing
                   Cambridge Semantic Web Meet-up @ MIT
                            Dean Whitney - Nov 11, 2009




                                                          1
Sunday, November 15, 2009
communication


Sunday, November 15, 2009
communication


Sunday, November 15, 2009
communication
 1440 - Printing Press
 Johannes Gutenberg




Sunday, November 15, 2009
1834 - Telegraph
             Samuel F. B. Morse




       communication
 1440 - Printing Press
 Johannes Gutenberg




Sunday, November 15, 2009
1834 - Telegraph
             Samuel F. B. Morse




       communication
 1440 - Printing Press     1840 Radio
 Johannes Gutenberg      Guglielmo Marconi




Sunday, November 15, 2009
1834 - Telegraph    1910 Public Radio Broadcast
             Samuel F. B. Morse      Lee De Forest company




       communication
 1440 - Printing Press     1840 Radio
 Johannes Gutenberg      Guglielmo Marconi




Sunday, November 15, 2009
1834 - Telegraph    1910 Public Radio Broadcast
             Samuel F. B. Morse      Lee De Forest company




       communication
 1440 - Printing Press     1840 Radio          1946 Commercial TV
 Johannes Gutenberg      Guglielmo Marconi            RCA




Sunday, November 15, 2009
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest company      Al Gore/Tim Burners Lee




       communication
 1440 - Printing Press     1840 Radio          1946 Commercial TV
 Johannes Gutenberg      Guglielmo Marconi            RCA




Sunday, November 15, 2009
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest company      Al Gore/Tim Burners Lee




       communication
 1440 - Printing Press     1840 Radio          1946 Commercial TV    2004 Web 2.0/Social Web
 Johannes Gutenberg      Guglielmo Marconi            RCA                 O'Reilly Media




Sunday, November 15, 2009
1834 - Telegraph    1910 Public Radio Broadcast    1989 World Wide Web
             Samuel F. B. Morse      Lee De Forest company      Al Gore/Tim Burners Lee




       communication                                                                      2010 Web 3.0
                                                                                          Semantic Web

 1440 - Printing Press     1840 Radio          1946 Commercial TV    2004 Web 2.0/Social Web
 Johannes Gutenberg      Guglielmo Marconi            RCA                 O'Reilly Media




Sunday, November 15, 2009
Integrated Marketing

        Results (KPIs)                          Tactics
        •   Search rank                              • Websites/blogs
        •   Audience Acquisition                     • Lead gen programs

        •   Brand recognition                        • Organic Search
                                                     • Apps (Twitter, Facebook)
        •   Quality of Engagement
                                                     • Social Media
        •   Leads & Customers
                                                     • Branding/Print




 11/10/09                           Garfield Group
                                                                                  3
Sunday, November 15, 2009
The consumer decision journey
        • Consumers are moving outside the
          purchasing funnel—changing the way they
          research and buy your products.




    McKinsey & Company
    JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000


 11/10/09                                                  Garfield Group
                                                                                    4
Sunday, November 15, 2009
People influence each other…


                                             2009
                                              4 Billion Tweets


                                             2010
                                             40 Billion Tweets

 11/10/09                   Garfield Group
                                                                 5
Sunday, November 15, 2009
Target audience in the target audience
 11/10/09                   Garfield Group
                                                     6
Sunday, November 15, 2009
Target Audience
        • Influencers




 11/10/09                   Garfield Group
                                             7
Sunday, November 15, 2009
8

Sunday, November 15, 2009
???




8

Sunday, November 15, 2009
9
Sunday, November 15, 2009
9
Sunday, November 15, 2009
10
Sunday, November 15, 2009
10
Sunday, November 15, 2009
Semantic Web




                               11
Sunday, November 15, 2009
12
Sunday, November 15, 2009
12
Sunday, November 15, 2009
13
Sunday, November 15, 2009
What’s Web 3.0 in the Marketplace?

       1. Consumers find products faster and easier

       2. Higher quality products and services

       3. Easier than ever to deliver value



                                                      14
Sunday, November 15, 2009
Sunday, November 15, 2009
16
Sunday, November 15, 2009
17
Sunday, November 15, 2009
18
Sunday, November 15, 2009
19
Sunday, November 15, 2009
Ideas?



 11/10/09                   Garfield Group
                                             20
Sunday, November 15, 2009
Dean Whitney, President
                            Garfield Group Interactive
                            • Digital strategy
                            • Solution Architecture
                            • Creative Lead



                                           dwhitney@garfieldgroup.com


                                           LinkedIn.com/deanwhitney


                                           @deanwhit



 11/10/09                        Garfield Group
                                                                        21
Sunday, November 15, 2009

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Semantic Web and Marketing talk at MIT

  • 1. Semantic Web and Marketing Cambridge Semantic Web Meet-up @ MIT Dean Whitney - Nov 11, 2009 1 Sunday, November 15, 2009
  • 4. communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  • 5. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  • 6. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  • 7. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  • 8. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  • 9. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  • 10. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  • 11. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 2010 Web 3.0 Semantic Web 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  • 12. Integrated Marketing Results (KPIs) Tactics • Search rank • Websites/blogs • Audience Acquisition • Lead gen programs • Brand recognition • Organic Search • Apps (Twitter, Facebook) • Quality of Engagement • Social Media • Leads & Customers • Branding/Print 11/10/09 Garfield Group 3 Sunday, November 15, 2009
  • 13. The consumer decision journey • Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 11/10/09 Garfield Group 4 Sunday, November 15, 2009
  • 14. People influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/10/09 Garfield Group 5 Sunday, November 15, 2009
  • 15. Target audience in the target audience 11/10/09 Garfield Group 6 Sunday, November 15, 2009
  • 16. Target Audience • Influencers 11/10/09 Garfield Group 7 Sunday, November 15, 2009
  • 23. Semantic Web 11 Sunday, November 15, 2009
  • 27. What’s Web 3.0 in the Marketplace? 1. Consumers find products faster and easier 2. Higher quality products and services 3. Easier than ever to deliver value 14 Sunday, November 15, 2009
  • 33. Ideas? 11/10/09 Garfield Group 20 Sunday, November 15, 2009
  • 34. Dean Whitney, President Garfield Group Interactive • Digital strategy • Solution Architecture • Creative Lead dwhitney@garfieldgroup.com LinkedIn.com/deanwhitney @deanwhit 11/10/09 Garfield Group 21 Sunday, November 15, 2009