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