Marketers Guide To Web 3.0

© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

Marketer’s Guide To Web 3.0

Marta Strickland10.30.2008

2© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

The Evolving Web

• the web is full of loose ideas / code

• the code propagate from one site to another

• videos, apps, fads, pictures, technology, art, etc.

• that basic unit of information is known as:

the meme

• groups of memes form together into

“memeplexes”, the structure of movements

• word of mouth, syndication, feedback, and social

groups all have a role in the spreading of memes

• the internet is the great big meme-machine


Web 1.0

the web as an information portal

- information exclusivity, be the first to

own the content

- dividing the world wide web into

usable directories

- everyone has their personal own little

corner in the cyberspace

- lacks:

• community• interaction• scalability


The Web Became Static & Lonely

and no way to find each other

and no way to talk back

with no way to change the page

and no way

to share and

build together


Web 2.0

the web as a platform

- focus on the power of the community

to create and validate

- the power of a seemingly freer form

of organization (“tags”)

- setting up “hooks” for future

integration (RSS, API)

- lacks:

• personalization• true portability• meaning


The Web Became Noisy & Overwhelming

I CAN’T HEAR myself talk

I CAN’T BUILD the page the way I want

I CAN’T FIND

what I’m looking for

NOISE

NOISE

NOISE

NOISE


We Broke Dunbar’s Number

Dunbar's number is the supposed cognitive limit to the number of individuals with whom any one person can maintain stable social relationships

There’s me

There’s myMyspace, Flickr, Yelp, YouTube, LinkedIn,Facebook, Last.fm…

And here are all my friends

And theirMyspace, Flickr, Yelp, YouTube, LinkedIn,Facebook, Last.fm…

And their friends with their content

FEELINGOVERWHELMED?


What does it mean?

The 3rd decade of the Web (2010–2020), when simultaneous and complementary technology trends will finally reach maturity:

• a network of separately siloed applications and content repositories creating more seamless interoperability between connected devices

• data anywhere anytime via broadband adoption, mobile Internet access, software-as-a-service, and cloud computing

• true data portability via open identity (OpenID), APIs and data formats

• a consistent web language via RDF, OWL, SWRL, SPARQL, etc.

• intelligent agents, natural language processing, and machine learning

Web 3.0 is The Relevant Web

Introducing Web 3.0


How Will The Consumer Benefit?


Web 3.0 As A Great Party Host

The next generation of web will be like a great party host.

A great host knows his guests, he knows what they like, who they know, and how they are related.

A great host will:

1. Encourage conversation

2. Help you to discover new things

3. Protect your privacy


Encouraging Conversation

THE SEMANTICS OF CONVERSATION

Semantic technology will create a

meaningful format around humaninteraction online. This format willenable better online matchmaking

and content distribution.

You’ll find the people you want and

have the conversations you need.

COMPANIES ALREADY DOING IT

golf

wine

jazz

jazz

cars

pool

is a Firefox extension that creates a decentralized social

network right in your browser.

Friends can see each other’s likes and dislikes on music, movies, wine,

books, etc and share messages about common interests.

is a business social network that uses semantic

technologies to match profiles

together for business opportunities. Unlike LinkedIn, it's less based on

who you know and more based on what you know.


Helping You To Discover New Things

THE SEMANTICS OF DISCOVERY


meaningful format around humaninterests. This format will bettersocial recommendations based on

your friends and people like you.

You’ll discover important content

popping out from the social noise.


golf

wine

jazz

jazz

rock

opera

is a social browsing extension for Firefox that integrates

with data from Flickr, Facebook,

Twitter, Last.fm, and Friendfeed and then cross-references the data with

your browsing experience.

is RottenTomatoesmeets ZAGAT. It takes a large pull of

reviews from Yahoo, CitySearch,

Yelp, etc. and aggregates them smartly into a single score and a

single consensus.


Protecting Your Privacy

THE SEMANTICS OF PRIVACY


meaningful format around sharinginformation. This format willenable better control of online

privacy through smarter distribution.

You’ll give the right people the right

information without risking exposure.


politics

photos

resume

family

career

friends

is an online movement that will enable users to

be able to move, share, and control

their identity, photos, videos and all other forms of personal data

through semantic web standards.

Technology on the horizon…- page content trust indicators

- open social graph

- the semantic desktop(personal file organization)


How Will The Marketer Benefit?


Online Advertising in Web 2.0

CONTEXTUAL

• Based on keywords

• Can be inaccurate

• Not brand-safe

BEHAVIORAL

• Tied to cookies

• Doesn’t account for multiple

users on one computer

More and more, consumers trust

each other more than they

trust corporations, brands, and their advertising messages.


BETTER AD TARGETING

uses natural language

processing and artificial intelligence to interpret word meaning and sentiment. It relies on synonyms

and concepts, rather than keyword

scanning.

BETTER AD CONTENT

can dynamically pull in relevant content from a database, as well as scanning

social content sites like Yelp and

Flickr for the newest (positive)

reviews and photo. It’s the power of your brand message only promoted by your consumers.

BETTER OPTIMIZATION

reads the content of a web

site and auto-generates semantic tags. The benefit of semantic tags over normal tags is that they reflect

concepts and meaning, making it

even more findable.

BETTER FINDABILITY

is a search engine that focuses on natural language processing, not simply on keywords

alone. It tries to understand the

search phrase as a whole. And the

more search queries and intent are understood, the more relevant ads on search results can be.

Increasing Ad Relevance


Social Media Measurement in Web 2.0

REACH

• Visits, views

• Clicks, posts, downloads

EXPOSURE

• Buzz monitoring, viral spread

But it's inside those walled

gardens, that everything

interesting is happening...

How strong is the community?

Are they active? Are we

changing their minds?

Changing their actions?


MEASURE THE TONE

The next generation of sentiment

analysis will look at the entirety of a comment or an article, who it came from and who it was directed to. It

will use natural language and

relationship analysis to sift the

"good" comments from "bad".

MEASURE THE CONNECTIONS

measures the connections between community

members and between people and

concepts. By looking at both

friending and popular dialogue, they can tell you if your brand has

enabled passionate conversation.

Better Social Media Measurement

MEASURE THE MESSAGE

Semantic technology is able to pull

together connections between words and phrases. Measurement tools will be moving away from the

tag cloud, and more towards the

trends of the real conversation, not just the keyword of the day.

MEASURE THE VELOCITY

How far is my message traveling and how fast? Semantic technology

builds on meaning. And so it doesn't

matter if your followers say “Dodge

muscle car" or “the new Challenger", semantic buzz tools

will tie the conversation together.


We are moving towards a more open social world.

In the future, the only social network will be the

social graph. We are opening the floodgates.

For online marketing, it will be the difference in row

boating from lake to lake to navigating the

uncharted seas. It's finally time to go exploring and the semantic web will be our compass.

Marketers Guide To Web 3.0

Technology

Transcript of Marketers Guide To Web 3.0