This document discusses using linked data for marketing, promotion, and profit. It outlines how linking pages, people, and data can impact the traditional 4Ps of marketing: product, price, placement, and promotion. Linked data can provide data for customers rather than just about customers, improving search engine optimization and branding. Various emerging business models for linked data are proposed, including subscription, advertising, affiliate links, and using data to generate traffic or shape markets. The document argues that with search and APIs, marketing now has a different audience and ecosystem involving marketers, developers and consumers.

1. Data Marketing
%#8
Using Linked Data for Branding, Promotion & Profit
,8 Ñ Ü/ 4 %#
by Stanley Du
@SIWOW

2. 1.0 Linking pages
—— E
2.0 Linking people
——
3.0 Linking data
—— 4%#

3. $1 billion in social media marketing
(i.e., Facebook, Twitter) this year.
10Ö Ú

4. The 4P’s of Marketing
4P8
Product
Pricing
Placement
Promotion

5. Product, pricing, placement and
promotion will all be effected by
linked data.
( 4
%#
How?
?

6. Roadmap
Data for customers ——%#
Data + search = SEO++ ——%#+$ =ü,$
Data branding ——%# ,
Data business models ——%#

7. Data helps us
make decisions.
%# Ù

8. Data helps us
impress our
boss.
%# Ù
ü

9. Data helps us
persuade
others.
%#
Ù

10. Data is the fuel of 21st century.
%#21

11. Finding data is hard
work.
%#Ð 6

12. And then we horde it in silos.
+ Ù %#

13. But a new
generation of
companies is
making data “open.”
Ð
üÜ%#
%

14. And a wave of
linked data is on
the way.
4 %#
) '

15. Marketers love
data.
8 ,%
#

16. If you love
something, set it
free.
Ö
Õ

17. Instead of data about customers,
data for customers.
%# Ñ Ó

18. Roadmap
Data for customers ——%#
Data + search = SEO++ ——%#+$ =ü,$
Data branding ——%# ,
Data business models ——%#

19. Emerging marketing tactics, circa 2010
——$

20. Emerging marketing tactics, circa 2010
—— %
1,573
APIs
4,549
mashups

21. SEO and web APIs are a
qualitatively different kind of marketing tactic.
$ % Ð '
/

22. Data can help
people find you.
%#
Ù

27. 15% higher
click-through rate.
ø 15%
Source: Nick Cox, Yahoo!

28. Better
listing
Catalyze a
More
virtuous clicks
cycle.
6 Higher More
rank visitors
More
links

30. Microformats RDFa in existing pages
%# E
span xmlns:v=http://rdf.data-vocabulary.org/# typeof=v:Review-
aggregate
span property=v:itemreviewedThe 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:nameThe Slanted Door/span
span property=v:tel(415) 861-8032/span
div rel=v:address
span property=v:street-address1 Ferry Bldg/span
span property=v:localitySan Francisco/span
span property=v:regionCA/span
span property=v:postal-code94111/span
/div
/div
http://rdfa.info/
http://microformats.org/
http://www.google.com/support/webmasters/bin/topic.py?hl=entopic=21997

31. Data
SEO SEO++
Objects

33. http://www.ebusiness-unibw.org/wiki/GoodRelations

34. 30% increase in organic search
engine traffic.
' $ 30%
Source: Jay Myers, BestBuy

35. SEO offers incentive budget for data
$ %# Þ
(millions)
$5,078
in 4 years
$2,805
this year
Projected SEO spending in US
Source: Forrester Research, Inc.

36. Roadmap
Data for customers ——%#
Data + search = SEO++ ——%#+$ =ü,$
Data branding ——%# ,
Data business models ——%#

37. “Data shapes
conversations
and markets.”
%# 8
– Josh Jones-Dilworth

38. What data, if widely disseminated,
would grow your market?
Ö %#

40. What data would position you as a
leading authority in your field?
Ö %# 3Ó

42. What data vocabularies (ontologies)
will define your market?
Ö %# '

44. With SEO and web APIs,
marketing has a
different audience.
$
% Ñ

45. The data marketing ecosystem
%#8 /
Marketers Marketers Developers
Data
Consumers Consumers
Applications
Copyright © 2010 Scott Brinker
Visible Marketing Data Marketing
8 4%#8

46. Production
Quality
Branding
Control
Linked
Data Marketing
4%#8
Value
Promotion
Capture
Tracking
Copyright © 2010 Scott Brinker

47. Roadmap
Data for customers ——%#
Data + search = SEO++ ——%#+$ =ü,$
Data branding ——%# ,
Data business models ——%#

48. 8 Business Models for Linked Data
4%# 8
•Funded by government or non-profit/philanthropic mandate
1. Subsidized •Regulatory requirement (cost of business in an industry)
Direct
•Sell access to data feeds (or their freemium extensions)
2. Subscription •Sell access to data-driven applications
•Sell paid placement inside data feeds (supply-side freemium)
3. Advertising •Sponsor or sell advertising around data-driven applications
Revenue
•Charge for official reviews and certifications (e.g., DB)
4. Authority •Charge for data verification and compliance services
•E-commerce affiliate links embedded in data feeds
5. Affiliate Links •E-commerce affiliate links in data-driven applications
•Data enhances paid application or service
6. Value-Add •Data provided as a customer or lead incentive
Indirect
•Search engine optimization (e.g., Google RichSnippets)
7. Traffic •Traffic generation via linked open data networks
•Data sets, structures, and ontologies to shape market
8. Branding •Data-driven applications for brand positioning
As Raw Data Delivery As An Application Copyright © 2010 Scott Brinker

49. 7 Phases of Data
%# 7D
Human Insight
Applications
Application-Ready
Distributed
Validated
Tagged
Linked
Raw
Data
Copyright © 2010 Scott Brinker

50. Thank you.
Stanley
May,2010