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Web 3 Scott Brinker
1.
Data Marketing Using
Linked Data for Branding, Promotion & Profit Scott Brinker @chiefmartec by
2.
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.
> Data for
customers > Data + search = SEO++ > Data branding > Data business models Roadmap
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 21 st 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.
> Data for
customers > Data + search = SEO++ > Data branding > Data business models Roadmap
18.
Data can help
people find you.
19.
20.
21.
22.
15% higher
click-through rate. Source: Nick Cox, Yahoo!
23.
Catalyze a virtuous
cycle.
24.
25.
<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> Microformats & RDFa in existing pages http://www.google.com/support/webmasters/bin/topic.py?hl=en&topic=21997 http://microformats.org/ http://rdfa.info/
26.
27.
28.
http://www.ebusiness-unibw.org/wiki/GoodRelations
29.
30% increase in
organic search engine traffic. Source: Jay Myers, BestBuy
30.
(millions) Source: Forrester
Research, Inc. SEO offers incentive & budget for data Projected SEO spending in US $2,805 this year $5,078 in 4 years
31.
> Data for
customers > Data + search = SEO++ > Data branding > Data business models Roadmap
32.
“ Data shapes
conversations and markets.” – Josh Jones-Dilworth
33.
What data, if
widely disseminated, would grow your market ?
34.
35.
What data would
position you as a leading authority in your field?
36.
37.
38.
What data vocabularies
(ontologies) will define your market ?
39.
40.
Copyright © 2010
Scott Brinker Marketing Data Marketing The data marketing ecosystem
41.
> Data for
customers > Data + search = SEO++ > Data branding > Data business models Roadmap
42.
As Raw Data
Delivery As An Application Copyright © 2010 Scott Brinker 8 Business Models for Linked Data
43.
Thank you. @chiefmartec
http://www.chiefmartec.com
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