Web 3 Scott Brinker
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The document discusses how marketers can use linked data for branding, promotion, and profit. It outlines how the four P's of marketing - product, pricing, placement, and promotion - will be affected by linked data. Linked data can provide data for customers, improve search engine optimization, enable data branding, and create new data-driven business models. The document advocates for making data open and linked to fuel opportunities in the 21st century.
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.
- 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.
- 22. 15% higher click-through rate. Source: Nick Cox, Yahoo!
- 23. Catalyze a virtuous cycle.
- 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/
- 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 ?
- 35. What data would position you as a leading authority in your field?
- 38. What data vocabularies (ontologies) will define your market ?
- 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