Presented by John Simpson at the 2011 Hubbard One Innovation Forum.

1. THE WEB REVOLUTION:DATA, DESIGN & DRIVING RESULTS John Simpson Director of Sales

2. The Start of Web Marketing

3. If You Build It…

4. …They Will Come

5. Clicks and Mortar

6. Dot-Com Boom

7. Early Web 2.0: Collective Intelligence “I think the vision of the Internet as a democratizing medium.. as everyone's printing press.. is real. We got distracted from that by the mass hallucinations of the bubble.” Craig Newmark, Founder of Craigslist

8. Redefining Collective Intelligence

9. The Rise of “Real-Time”

10. Data as Intel

11. Web Meets World

12. The Internet of Things

13. “The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past.” -Tim Berners-Lee

14. Your Anonymity

15. Lost Anonymity – Big Picture 1. On a personal level, the benefits of participation will far outweigh the costs. The number of data points you have on your clients is going to grow exponentially, targeting will become more precise and you will have more feedback than ever before. 2.

16. The Value Exchange – A Short Test

17. The Value Exchange – A Short Test

18. The Value Exchange – A Short Test Like it or not, your anonymity has a price!

19. My price? Free email with no space limitation. Still Don’t Believe Me?

20. Its Already Happening – Personalized News Discovery

21. Where the Value is – Law Firms Tip-Toeing into Personalization Dickstein/Katten example

22. Where the Value is “In short: Websites are gaining the ability to decide whether or not you'd be a good customer, before you tell them a single thing about yourself.” “The findings offer an early glimpse of a new, personalized Internet where sites have the ability to adjust many things—look, content, prices—based on the kind of person they think you are. - WSJ

23. Your Anonymity RFPs!

24. Death to the RFP – Big Picture 1. Asynchronous information problem minimized 2. The internet moves beyond referring links/traffic to referring meaningful data across sites.

25. What Does “Magic Circle Law Firm” mean to a computer?

26. Non-Normalized Data can be Queried!

27. Non-Normalized Data can be Queried! Will our services ever be offered on Froogle?

28. The Semantic Web – Making Sense of the Data Microformats are a simple technology that enables computers to better understand web pages.

29. The Semantic Web – Making Sense of the Data

30. The Semantic Web – Making Sense of the Data

31. Facebook’s Open Graph – A Revolution?! “But beyond that, those same lines of code are driving a powerful and fundamental transition underneath the pages themselves: transforming them from the bits and bytes of HTML code, text, and images into much-needed, and much sought-after, meaning. In essence, Facebook is taking these enhancements and initiating the first major advance in deciphering the Internet since the hyperlink itself.” - Ben Elowitz, CEO, Wetpaint

32. Facebook’s Open Graph IMDB tells Facebook that “the Rock” is not a geological phenomenon, but a movie Facebook profiles you (age, location, friends, sex, status, education) with the “the Rock”. Advertisers pay to market to these profiles on Facebook, and other sites.

33. Facebook’s Open Graph – A Marketers Dream?

34. Your Anonymity RFPs! The Web Page

35. Death of the Web Page – Big Picture 1. Content, Content, Content. 2. Web experiences will become much richer, ushering a new level of design innovation

36. The Death of the Web Page? In the future, its less about the web site URL, and more about the content Broadband connections will have profound effects

37. The Rise of Content Marketing “content engineer”

38. The Rise of Content Marketing “Like it or not, you are a publisher” – Brain Traffic

39. LawFirm.com Content, Served Directly to In-House KM!

40. Implications for Design

41. Implications for Design Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages.

42. Implications for Design

43. Implications for Design

44. Implications for Design Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages.

45. Your Anonymity RFPs! The Web Page Reality as you know it

46. Absolute Reality? Big Picture 1. The ability to layer data upon our reality, will create enormous marketing opportunities. 2. Exposure to your brand will happen faster than ever before.

47. Augmented Reality, Circa 2002

48. Augmented Reality That We Can Relate To Augmented reality has been used in sports for almost a decade.

49. The Reality of Augmented Reality 2011 2002

50. Augmented Reality - Why is This Important? “Layar is an application that overlays your view of the real world with waypoints representing your favorite coffee place, the movie theatre you're trying to find, or in this case, where some of that $787 billion from the American Recovery and Reinvestment Act is going.”

51. Augmented Reality - Why is This Important? DATA REALITY +

52. Augmented Reality - Why is This Important? Phew!

53. Your Anonymity RFPs! The Web Page Reality as you know it Monopoly of the internet by humans and their computers

54. Monopoly - Big Picture 1. As more “things” attach to the Internet itself will become “intelligent” 2. The Internet will actually alter human intelligence.

55. Internet of Things

56. Internet of Things

57. Nike Marketing Via “Internet of Things” “By registering for the race with nikeplus.com runners can simply run from their home, track their run with a Nike + iPod nano sport kit, iPod touch, iPhone or Nike+ SportBand…

58. The Last Frontier – Modeling Intelligence “With literally billions of sensors connected to the Internet, our ability to gather massive amounts of data has never been greater. With the right filtering and analytics, people across all disciplines will turn this data into new knowledge and wisdom that will change our lives for the better.” -Dave Evans, Chief Futurist, Cisco

59. Internet Less memorization and storage New literacy, e.g. screen literacy Cognitive competitive advantage favorsReading, writing, arithmetic and retrieval will become key, as people who can find [information] fastest and make sense of it will be at a marked advantage over those who struggle to find information and have less capacity to synthesize and organize this wealth of data that we have - Adapted from interview with Lew Rainie, Pew Research

60. Your Anonymity RFPs! The Web Page Reality as you know it Monopoly of the internet by humans and their computers

61. Parting Thoughts “(the) real opportunity lies in developing the capability to do something with the data” “(the creation of strategic data assets and business processes is) one of the last remaining points of differentiation” - Tom Davenport, Author “Analytics at Work”