Marketers Guide To Web 3.0
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Transcript of Marketers Guide To Web 3.0
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Marketer’s Guide To Web 3.0
Marta Strickland10.30.2008
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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
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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
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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
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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
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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
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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?
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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
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How Will The Consumer Benefit?
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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
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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.
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Helping You To Discover New Things
THE SEMANTICS OF DISCOVERY
Semantic technology will create a
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.
COMPANIES ALREADY DOING IT
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.
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Protecting Your Privacy
THE SEMANTICS OF PRIVACY
Semantic technology will create a
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.
COMPANIES ALREADY DOING IT
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)
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How Will The Marketer Benefit?
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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.
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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
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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?
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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.
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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.