Philip Sheldrake - Web 3.0 and The Internet of Things

THE FUTURE IS NOW.

AN INTRODUCTION TO WEB3.0 AND
THE INTERNET OF THINGS AS THEY
ARE HAPPENING TODAY AND AS THEY
IMPACT MARKETING & PUBLIC
RELATIONS
1

Philip Sheldrake
Influence Crowd LLP, www.influencecrowd.com
Meanwhile, www.wearemeanwhile.com
Blog, www.philipsheldrake.com
LinkedIn /in/philipsheldrake
@sheldrake

CIPR SOCIAL SUMMER SERIES
#CIPR #CIPRSM
23rd June 2011

2

My goal today

These technologies massively impact marketing and PR.

We are about to witness a technological Cambrian explosion.

Today is about gaining an insight into this explosion.

We can only begin to determine the effects if we deeply
understand the causes. We’ll broach some of the effects in
conversation, but we don’t have time to explore them in any
detail today.

My goal: provide you with serious food for thought.

3 23rd June 2011 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales

My book 

The topics in today’s
presentation are covered in my
book, The Business of Influence:
Reframing Marketing and PR for
the Digital Age.

www.influenceprofessional.com


“Web 3.0”
“The Web of Data”

THE SEMANTIC WEB


Web 1.0

Fellow Londoner Sir Tim Berners-Lee put the first website online
6th August 1991, and things have moved pretty fast since then.

The first consumer Web revolution was embodied by companies
such as Yahoo!, AOL, Amazon, eBay, PayPal, Ticketmaster and
services such as browser based email and online banking.

This was the Transactional Web if you like, retrospectively labeled
Web 1.0.


Web 2.0

“A powerful global conversation has begun. Through the Internet,
people are discovering and inventing new ways to share relevant
knowledge with blinding speed. As a direct result, markets are
getting smarter – and getting smarter faster than most companies.

“These markets are conversations. Their members communicate in
language that is natural, open, honest, direct, funny and often
shocking. Whether explaining or complaining, joking or serious, the
human voice is unmistakably genuine. It can't be faked.”

Cluetrain Manifesto, 1999


Web 3.0

Whilst there is some confusion over the term, most people use
“Web 3.0” to refer to the Semantic Web. I do.

Either way, the label is a bit of a distraction, but marketers love
it, so what can I say!

I use the terms interchangeably here, and we explain it in the
following slides.


Web 3.0 cont.

If Web 2.0 was all about (user generated) content and
community participation, Web 3.0 is about the Web itself
understanding the meaning of all the content and participation.

Indeed, the Web becomes a universal medium for data,
information and knowledge exchange.


The document metaphor

You can consider the development of the Web as having been
informed by a document metaphor:

 Files, desktop, documents
 Open, read, close
 Everything has a location (like files in a filing cabinet).


The URL

The location of a document is specified with a Unique Resource
Locator (URL).

 Eg, http://influencecrowd.com/philip_sheldrake/index.php

The folder. The file.

The domain name that relates to an IP
address of a server (via a domain name
server (DNS)), in this case right now a
shared server at 69.89.31.175.

Stipulates the protocol for retrieving the resource.


Triples

A hypothesis of the Semantic Web is that meaning can be
conveyed via expressions known as triples:

Subject Predicate Object
(resource) (property) (value)

Kathryn Bigelow Directed Hurt Locker

Mark Boal Wrote Hurt Locker

Hurt Locker Stars Jeremy Renner


RDF

Resource Description Framework (RDF) is a language at the heart
of the Semantic Web for expressing data models using
statements expressed as triples.

And the secret sauce?... to avoid ambiguities, each and every
subject, predicate and object of a triple can be referred to
uniquely with a URL (objects can have literal values too however).


Local and global
Subject Predicate Object
(resource) (property) (value)

Philip Sheldrake Knows Doc Searls

We could define all three of these locally, in our own little worlds,
but all three are likely to be referred to elsewhere too.

And that’s where the power of the Semantic Web starts to kick in.


The subject and object

I’m not the one and only Philip Sheldrake.
Eg, Professor Philip Sheldrake is a Professorial Research Fellow in the Department of
Theology and Religion at Durham University.

So how do we define me uniquely? Well, with reference to:

http://sheldrake.myopenid.com or
http://philipsheldrake.com or
http://www.google.com/profiles/philip.sheldrake.

Similarly, Doc Searls may be http://searls.com.


The predicate

But what about the concept of “knows”?

What does “knows” mean to you right now?

What about in different social contexts?

How might other cultures and languages regard “knows”?

Eg, The French language has “savoir” & “connaître”.


The predicate cont.

Well FOAF (Friend Of A Friend) is a machine-readable ontology /
vocabulary describing persons, their activities and their relations
to other people and objects.

To invoke reference to the FOAF ontology we write:

<rdf:RDF xmlns:foaf=http://xmlns.com/foaf/0.1/>

At that URI we will find a definition of “knows”:

http://xmlns.com/foaf/spec/#term_knows


The resultant triple

So now, when we express a statement as a triple like

Subject - http://philipsheldrake.com

Predicate - foaf:knows

Object - http://searls.com

there is no ambiguity as to what it means.

Note: this format is for explanation purposes only and does not constitute sound syntax!


Simple complicated
http://xkcd.com/355

How about?!

http://xkcd.com/stickman foaf:complicated http://xkcd.com/stickwoman


RDF is happening today

RDF is being used today by:

 dbpedia – a project to represent Wikipedia content in RDF
 data.gov.uk – making the UK’s data mashable!
 Amazon.com – to mark up its and its partners’ products
 bbc.co.uk – Aunty Beeb is well along the RDF road, in fact
you could consider the BBC to be a global leader in the
publishing, news and content world.


News from the IPTC

In April 2010, the International Press Telecommunications
Council announced the official launch and widespread adoption of
its G2 family of news exchange standards, supported by:

 Agence France-Presse
 Associated Press
 dpa
 The Press Association
 Thomson Reuters

It’s XML, and contains some RDF components.


Google loves RDF

GoodRelations is the name of an ontology for ecommerce.

Jay Myers, Lead Web Development Engineer for Best Buy,
reported that applying GoodRelations:

 Improved the rank of the respective pages in Google
tremendously
 Increased traffic on the BestBuy stores pages by 30%.

Search Engine Strategies 2009 conference, Chicago.

http://ebusiness-unibw.org/pipermail/goodrelations/2009-December/000152.html


Google’s rich snippets

Google reads semantically marked up content and, as of May
2009, uses it to create “rich snippets” it in its search results. Eg,

This “rich snippet” is possible only because Pocket-lint
marks its content up semantically and to a standard
recognised by Google.

http://googlewebmastercentral.blogspot.com/2009/05/introducing-rich-snippets.html


The full potential

I referred earlier to the Semantic Web’s full potential, and that
full potential is described by a vision known as Linked Data.

The following diagram of Linked Data, and ones like it, are as
important to PR and marketing professionals as any Web 2.0
illustration you will have seen bandied around over the years.


LinkedData image

Chris Bizer http://en.wikipedia.org/wiki/File:Lod-datasets_2010-09-22_colored.png
Creative Commons Attribution-ShareAlike 3.0

See Linked Data in action

Visit http://relfinder.dbpedia.org/relfinder.html

Type "Million Dollar Baby" in the 1st box

Type "Letters from Iwo Jima" in the 2nd box

…selecting the first result the engine finds for both.

Now click "Find Relations" and sit back and feel the power of the
semantic Web! Click the boxes with rounded corners.
Movie databases are one of the first data sources to be RDF’d, but this kind of analysis will
become increasingly possible in Semantic Web browsers whatever your search terms as the
Semantic Web continues to grow.


Tim Berners-Lee on the Semantic Web

http://www.youtube.com/watch_popup?v=HeUrEh-nqtU


(Today’s) Facebook is dead

The Web of Data exposes connections, correlations, relationships.

Discovery is the new search.

Discovery is the new social graph.

The founding business models of Web 1.0 companies such as
eBay and Rightmove, and Web 2.0 companies such as Facebook
and LinkedIn, which rely on network effects – where the
analytical power accrues to the host with the largest data set so
more data is gravitationally attracted – are dead.


Reputation management has a new
meaning
Some pundits already refer to Google’s search engine as the
“reputation engine”. With a specific intention in mind, one can
seek out various facts and opinions relating to an organisation, a
product or service.

With Web 3.0, the multi-dimensional informational assets can be
extracted, synthesised and presented to you real-time to take a
stroll through. Extant agents work on your behalf to analyse and
identify information thought to be most useful to you (based on
your “digital detritus” for example).


THE INTERNET OF THINGS


Defining the Internet of Things

The Internet of Things refers to a network of objects not
historically connected. We can consider four kinds of objects:

 The device containing electronics in order to fulfil its primary
function (eg, washing machine, car, aircon unit)
 The electrical device traditionally absent of sophisticated
electronics (eg, lighting, heating, power distribution)
 Non-electrical objects (eg, food and drink packages, animals,
clothing)
 Environmental sensors (eg, for variables such as
temperature, ambient sound and moisture).
See the CASAGRAS Final Report for more detailed definition.


IBM Internet of Things video

http://www.youtube.com/watch_popup?v=sfEbMV295Kk


Digital detritus

Each and every one of us is going to be kicking off more data
describing our use of digital products and services; what some
refer to as our digital exhaust or digital footprint, and I like to call
digital detritus.

Detritus is a biological word for discarded organic matter, such as
leaf litter for example, which is then decomposed by
microorganisms and re-appropriated by animal and plant life. It is
then interestingly analogous to our regard for and treatment of
this data we’re all shedding.


Digital detritus cont.

We collect the clickpath of visitors’ interactions with our website
today, but we can’t yet access the data describing their use of
physical products.

We can invite customers to share their location data with us via
their mobile phones, but we can’t yet help them review their
driving style (excepting Fiat’s Ecodrive facility) or use of public
transport.


Digital detritus cont.

We can encourage the consumer to reap the anticipated
advantages of greener products and services, but we can’t
identify the actual advantage they achieve and reflect it back at
them.

We can market a food product’s expected role in a balanced diet,
but not the specific role it plays in a particular household’s diet.


Some questions for you…

Does Sony sell you a TV or a home entertainment service?

Does Fiat sell you a car or a transportation service?

How might preventative maintenance be designed and marketed?

How does this transform the concept of a warranty, and how
might such a redesign of the proposition lay new foundations for
a lifetime relationship with the customer?


Some questions for you… cont.

Is every future marketing communication personalised (and I’m
not just referring to the address field!)?

How will your customers employ Web 3.0 technologies to mashup
their personal and collective use of your products and services?

What customer information should you have access to? What
should be customer opt-in? What benefits might you offer to
entice the customer to share more?

…lends a whole new meaning to conversational marketing.


Vendor Relationship Management

VRM is the other side of the CRM coin.

How might you wield semantic Web technologies and the Internet
of Things to empower your customers?


Two guys walk into a store…

Your in-store marketing system detects one is dressed
predominantly in clothes from Primark, the other Prada.

How does your in-store customer communications respond?

How might this impact your real-time pricing strategy?

_______________

I have >100 slides like these. Why not make up your own?


Optimisation slide

With the current paucity of “meaning”, forgive me for helping
search engines help others find this presentation:
 Marketing and Web 3.0
 Marketing and the Semantic Web
 Marketing and Linked Data
 Marketing and the Internet of Things
 Advertising and Web 3.0
 Advertising and the Semantic Web
 Advertising and Linked Data
 Advertising and the Internet of Things
 Public relations and Web 3.0
 Public relations and the Semantic Web
 Public relations and Linked Data
 Public relations and the Internet of Things


Reading

http://semanticweb.org

http://en.wikipedia.org/wiki/Semantic_Web

http://linkeddata.org

http://en.wikipedia.org/wiki/Linked_data

http://en.wikipedia.org/wiki/Internet_of_Things

http://www.readwriteweb.com/archives/internet-of-things

http://en.wikipedia.org/wiki/Vendor_Relationship_Management

http://www.philipsheldrake.com - my blog


Philip Sheldrake - Web 3.0 and The Internet of Things

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