web 3 scott brinker
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Data MarketingUsing Linked Data for Branding, Promotion & Profit
Scott Brinker@chiefmartec
by
1.0 Linking pages
2.0 Linking people
3.0 Linking data
The 4P’s of Marketing
Product, pricing, placement andpromotion will all be effected bylinked data.
How?
> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
Data helps us make
decisions.
Data helps us impress our
boss.
Data helps us persuade
others.
Data is the fuel of 21st century.
Finding data is hard work.
And then we horde it in silos.
But a new generation of companies is making data
“open.”
And a wave of linked data is on the way.
Marketers love data.
If you love something, set it free.
Instead of data about customers,data for customers.
> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
Data can help people find
you.
15% higher click-through rate.
Source: Nick Cox, Yahoo!
Catalyze a virtuous
cycle.
<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>
<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/
http://www.ebusiness-unibw.org/wiki/GoodRelations
30% increase in organic search engine traffic.
Source: Jay Myers, BestBuy
(millions)
Source: Forrester Research, Inc.
SEO offers incentive & budget for data
Projected SEO spending in US
$2,805 this year
$5,078in 4 years
> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
“Data shapes conversations and markets.”
– Josh Jones-Dilworth
What data, if widely disseminated,would grow your market?
What data would position you as aleading authority in your field?
What data vocabularies (ontologies)will define your market?
Copyright © 2010 Scott Brinker
Marketing Data Marketing
The data marketing ecosystem
> Data for customers
> Data + search = SEO++
> Data branding
> Data business models
Roadmap
As Raw Data Delivery As An ApplicationAs Raw Data Delivery As An Application Copyright © 2010 Scott Brinker
8 Business Models for Linked Data
Thank you.@chiefmartec
http://www.chiefmartec.com