Semantic Web and Marketing talk at MIT

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Talked to Cambridge Semantic Web Group at MIT about semantic web and marketing. Is it the next big thing? How can we accelerate innovation?

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Semantic Web and Marketing talk at MIT

  1. 1. Semantic Web and Marketing Cambridge Semantic Web Meet-up @ MIT Dean Whitney - Nov 11, 2009 1 Sunday, November 15, 2009
  2. 2. communication Sunday, November 15, 2009
  3. 3. communication Sunday, November 15, 2009
  4. 4. communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  5. 5. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  6. 6. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  7. 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. 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. 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. 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. 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. 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. 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. 14. People influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/10/09 Garfield Group 5 Sunday, November 15, 2009
  15. 15. Target audience in the target audience 11/10/09 Garfield Group 6 Sunday, November 15, 2009
  16. 16. Target Audience • Influencers 11/10/09 Garfield Group 7 Sunday, November 15, 2009
  17. 17. 8 Sunday, November 15, 2009
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  19. 19. 9 Sunday, November 15, 2009
  20. 20. 9 Sunday, November 15, 2009
  21. 21. 10 Sunday, November 15, 2009
  22. 22. 10 Sunday, November 15, 2009
  23. 23. Semantic Web 11 Sunday, November 15, 2009
  24. 24. 12 Sunday, November 15, 2009
  25. 25. 12 Sunday, November 15, 2009
  26. 26. 13 Sunday, November 15, 2009
  27. 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
  28. 28. Sunday, November 15, 2009
  29. 29. 16 Sunday, November 15, 2009
  30. 30. 17 Sunday, November 15, 2009
  31. 31. 18 Sunday, November 15, 2009
  32. 32. 19 Sunday, November 15, 2009
  33. 33. Ideas? 11/10/09 Garfield Group 20 Sunday, November 15, 2009
  34. 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

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