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?

Technology Business

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
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 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

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

Semantic Web

11
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

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

2. communication Sunday, November 15, 2009

3. communication 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

17. 8 Sunday, November 15, 2009

18. ??? 8 Sunday, November 15, 2009

19. 9 Sunday, November 15, 2009

20. 9 Sunday, November 15, 2009

21. 10 Sunday, November 15, 2009

22. 10 Sunday, November 15, 2009

23. Semantic Web 11 Sunday, November 15, 2009

24. 12 Sunday, November 15, 2009

25. 12 Sunday, November 15, 2009

26. 13 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

28. Sunday, November 15, 2009

29. 16 Sunday, November 15, 2009

30. 17 Sunday, November 15, 2009

31. 18 Sunday, November 15, 2009

32. 19 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

Semantic Web and Marketing talk at MIT

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