Web 3 0数据营销市场分析

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Web 3 0数据营销市场分析

  1. 1. Data Marketing %#8 Using Linked Data for Branding, Promotion & Profit ,8 Ñ Ü/ 4 %# by Stanley Du @SIWOW
  2. 2. 1.0 Linking pages —— E 2.0 Linking people —— 3.0 Linking data —— 4%#
  3. 3. $1 billion in social media marketing (i.e., Facebook, Twitter) this year. 10Ö Ú
  4. 4. The 4P’s of Marketing 4P8 Product Pricing Placement Promotion
  5. 5. Product, pricing, placement and promotion will all be effected by linked data. ( 4 %# How? ?
  6. 6. Roadmap Data for customers ——%# Data + search = SEO++ ——%#+$ =ü,$ Data branding ——%# , Data business models ——%#
  7. 7. Data helps us make decisions. %# Ù
  8. 8. Data helps us impress our boss. %# Ù ü
  9. 9. Data helps us persuade others. %# Ù
  10. 10. Data is the fuel of 21st century. %#21
  11. 11. Finding data is hard work. %#Ð 6
  12. 12. And then we horde it in silos. + Ù %#
  13. 13. But a new generation of companies is making data “open.” Ð üÜ%# %
  14. 14. And a wave of linked data is on the way. 4 %# ) '
  15. 15. Marketers love data. 8 ,% #
  16. 16. If you love something, set it free. Ö Õ
  17. 17. Instead of data about customers, data for customers. %# Ñ Ó
  18. 18. Roadmap Data for customers ——%# Data + search = SEO++ ——%#+$ =ü,$ Data branding ——%# , Data business models ——%#
  19. 19. Emerging marketing tactics, circa 2010 ——$
  20. 20. Emerging marketing tactics, circa 2010 —— % 1,573 APIs 4,549 mashups
  21. 21. SEO and web APIs are a qualitatively different kind of marketing tactic. $ % Ð ' /
  22. 22. Data can help people find you. %# Ù
  23. 23. 15% higher click-through rate. ø 15% Source: Nick Cox, Yahoo!
  24. 24. Better listing Catalyze a More virtuous clicks cycle. 6 Higher More rank visitors More links
  25. 25. 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
  26. 26. Data SEO SEO++ Objects
  27. 27. http://www.ebusiness-unibw.org/wiki/GoodRelations
  28. 28. 30% increase in organic search engine traffic. ' $ 30% Source: Jay Myers, BestBuy
  29. 29. SEO offers incentive budget for data $ %# Þ (millions) $5,078 in 4 years $2,805 this year Projected SEO spending in US Source: Forrester Research, Inc.
  30. 30. Roadmap Data for customers ——%# Data + search = SEO++ ——%#+$ =ü,$ Data branding ——%# , Data business models ——%#
  31. 31. “Data shapes conversations and markets.” %# 8 – Josh Jones-Dilworth
  32. 32. What data, if widely disseminated, would grow your market? Ö %#
  33. 33. What data would position you as a leading authority in your field? Ö %# 3Ó
  34. 34. What data vocabularies (ontologies) will define your market? Ö %# '
  35. 35. With SEO and web APIs, marketing has a different audience. $ % Ñ
  36. 36. The data marketing ecosystem %#8 / Marketers Marketers Developers Data Consumers Consumers Applications Copyright © 2010 Scott Brinker Visible Marketing Data Marketing 8 4%#8
  37. 37. Production Quality Branding Control Linked Data Marketing 4%#8 Value Promotion Capture Tracking Copyright © 2010 Scott Brinker
  38. 38. Roadmap Data for customers ——%# Data + search = SEO++ ——%#+$ =ü,$ Data branding ——%# , Data business models ——%#
  39. 39. 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
  40. 40. 7 Phases of Data %# 7D Human Insight Applications Application-Ready Distributed Validated Tagged Linked Raw Data Copyright © 2010 Scott Brinker
  41. 41. Thank you. Stanley May,2010

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