Marketing with linked data -- a presentation at the 2010 Web 3.0 Conference.

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.

22. 15% higher click-through rate. Source: Nick Cox, Yahoo!

23. Better listing Catalyze a virtuous cycle.

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

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?

35. What data would position you as a leading authority in your field?

38. What data vocabularies (ontologies) will define your market?

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