The document discusses how semantic technology can help with the massive scale of online content and user engagement. It notes that while searching is difficult, finding and being found is valuable. Semantic technologies like structured data and semantics can help by supporting search engine optimization and revealing relationships between data to better understand sentiment. This can help marketers navigate the age of information overload and connect with consumers in the evolving digital ecosystem.

1. Making the
Case for
Semantic
Technology
in Business
Semantic Web Summit
by Scott Brinker
twitter: @chiefmartec
www.chiefmartec.com

3. 25.21 billion pages in the
indexable web1
1 trillion unique URLs
discovered by Google2
109.5 million web sites3
1,000X more in deep web4
1 Worldwidewebsize.com March 2009
2 Google Official Blog July 2008
3 Name Intelligence May 2009
4 BrightPlanet November 2010
Scale in content.

4. 500 million Facebook
users1
190 million Twitter users2
65 million tweets per day3
4 million Foursquare
users4
1 Mark Zuckerberg July 2010
2 TechCrunch July 2010
3 Twitter blog June 2010
4 Business Insider October 2010
Scale in engagement.

5. Searching is hard.

6. But finding (and being found)
is valuable.

7. Structured
Data
Semantics
Two technologies can help.

8. $0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
2009 2010 2011 2012 2013 2014
(millions)
Source: Forrester Research, Inc.
Structured data supports SEO (and vice versa).
Projected SEO spending in US
$2,805
this year
$5,078
in 4 years

10. Marketers
Consumers
Marketers Developers
Data
Applications
Consumers
Copyright © 2010 Scott Brinker
Marketing Data Marketing
The data marketing ecosystem—beyond APIs.

11. Semantics & relationships to reveal sentiment.

12. Marketing in an age of information overload.
Thank you.
Scott Brinker
twitter: @chiefmartec
www.chiefmartec.com