Some thoughts on data web marketing...

Data web marketing

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an overview of data web marketing...

sent this as as an email - then realised it might be useful to share.... 

Publishing data…

Heavily related to the idea of the semantic web (linked data / the web of data / web 3.0) – something Tim Berners lee has been banging on about for 10 years now – but which is starting to become a reality, good overview here http://www.youtube.com/watch?v=HeUrEh-nqtU

And then him at TED last year on the state of it http://www.ted.com/talks/tim_berners_lee_the_year_open_data_went_worldwide.html

In a nutshell (just as we were doing in music 5 years ago, just like Billy beane was doing in baseball (brad pitt is now playing him in the movie), and just like the doctors were doing @ Chicago hope analysing heart attack victims in “blink”) – you can make better decisions, once you start putting data sets together

So everyone publishes their data – and then everyone gets the chance to generate vastly more powerful insights…that’s the overarching theory

from a marketing / brand perspective…

once people start using your data – in applications, in data modelling etc – your brand is disseminated with it – good overview http://www.slideshare.net/samramji/darwins-finches-20th-century-business-and-apis

and more practical approach here http://www.slideshare.net/sjbrinker/web-30-data-marketing and here http://www.slideshare.net/sjbrinker/marketing-with-linked-data-mit and here http://www.slideshare.net/jmusser/pw-glue-conmay2010

kiva, tesco, guardian, mastercard, new york times, BBC – all getting into it in a big way….

The real early adopter win here – being the brand, in your sector, which defines the ontology, which everyone else uses – so river island, should be defining an ontology of fashion, we as an interactive agency – should be defining our ontology, B&Q should be defining an ontology of hardware / DIY / retail – more here http://www.slideshare.net/Sheldrake/pr-and-web-30

some more links here

for background http://www.delicious.com/savioursofpop/data+web+marketing

and here http://www.delicious.com/savioursofpop/api

Publishing in RDFa format…

Once you are publishing data (or preferably before) – you then mark up your data semantically (a layer of data describing the data). Most common language of this layer is RDF (and RDFa). It’s the basis of the guardian’s business model, google snippets is based on RDFa data – and most interesting recently –the 3^r strand to facebook’s open graph announcement earlier this year – the fact that facebook now understands (and prioritises) content if it is in RDFa format (they have their own slightly different format – but the principle is there)

60 second - social business - to do...

1. Organisational change - start the journey towards a hive...

2. IT - ask your head of IT to migrate all services to the cloud and to ditch old technologies - if he refuses, fire him, if he doesn't start calling him a marketing technologist

3. sCRM - ask your new marketing technologist

4. Data - start collecting, organising and tagging business data sets - develop semantic mark up plans and release an API in beta

5. Training / awareness - invest in a range of educational initiatives to get staff up to speed with the new world (modify office spaces, increase access to flexible working, implement a Fedex day etc)

6. Marketing - (earned / owned / bought) - stop bought, start earned - demote owned

7. Product - open it up to the crowd

API's - where marketing gets interesting...

Bit long winded - but its pointing the way to a new marketing world where data is the key to unlock business relationships, products and customer interaction

Be nice to have the slides from this though....mashery if you're listening!

a digital marketeers best friend....

Marketing with Linked Data (MIT)

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Feels weird how little coverage API's and the semantic web get in ad land. These 2 concepts are by far the most exciting tools in online marketing and yet only 400 people have watched the clip below (an old version which has since been removed did have a good couple of thousand admittedly)



If I ran an agency I'd only employ people who had this in their youtube favourites....

good news comes in 4s...

So last week - the Dig For fire inbound marketing department...

1. Completed a serious piece of listening work for Axa

2. Kicked off a soical media strategy for a new, prime time BBC 1 TV show being shown in the spring

3. Started thinking about an API (see post below)

4. Got quoted in a great article about crowdsouring...here

We rock....

API's - an engagement tool

API’s – or application programming interfaces – are a critical part of the digital world.

Without them, developers would be unable to use other people’s data in their own applications and widgets.

When you use a weather application on your iPhone – its getting its information through an API. When you see your pictures from flickr in a widget on facebook – the widget is pulling those images from your flickr account via its API. When you see a google map with information about the victims of an earthquake plotted on it – you get the idea….

From a planning and marketing perspective this technology is incredibly exciting. A brand with an API is automatically social, accessible, human. The implications of having one ripple through the business and affect all manner of systems and processes for the better. Information is set free. People inside and outside of the organisation suddenly have a reason to talk to each other. Users engage and communicate with the brand in amazing new ways. APIs are the best weapon a planner has in his / her armory to deepen engagement. And best of all, from the brands point of view. They mean everyone else does the heavy lifting of application development.

So it was with some excitement this morning that we got an email from a client to say the work we’ve been doing with them to introduce them to the delights of “pull” marketing has paid off – and they’re now thinking of building one. The client, apart from being one of our most forward thinking, is particularly interesting because the data they hold concerns stuff people really care about. On some level, everyone in the UK is interested in the data that this client holds and because of this – where its seeds will spread – is anyone’s guess.