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Semantic Web and Marketing talk at MIT

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The document details a presentation by Dean Whitney at a Semantic Web meet-up, discussing the evolution of communication technologies from the printing press to the web and the rise of the Semantic Web. It outlines marketing tactics, key performance indicators, and the changing dynamics of consumer behavior and decision-making. Additionally, it touches on how Web 3.0 enhances product discovery and delivery of value to consumers.

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Semantic Web
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Semantic Web and Marketing Cambridge Semantic Web Meet-up @ MIT Dean Whitney - Nov 11, 2009 1 Sunday, November 15, 2009
communication Sunday, November 15, 2009
communication Sunday, November 15, 2009
communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 2010 Web 3.0 Semantic Web 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
Integrated Marketing Results (KPIs) Tactics • Search rank • Websites/blogs • Audience Acquisition • Lead gen programs • Brand recognition • Organic Search • Apps (Twitter, Facebook) • Quality of Engagement • Social Media • Leads & Customers • Branding/Print 11/10/09 Garfield Group 3 Sunday, November 15, 2009
The consumer decision journey • Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 11/10/09 Garfield Group 4 Sunday, November 15, 2009
People influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/10/09 Garfield Group 5 Sunday, November 15, 2009
Target audience in the target audience 11/10/09 Garfield Group 6 Sunday, November 15, 2009
Target Audience • Influencers 11/10/09 Garfield Group 7 Sunday, November 15, 2009
8 Sunday, November 15, 2009
??? 8 Sunday, November 15, 2009
9 Sunday, November 15, 2009
9 Sunday, November 15, 2009
10 Sunday, November 15, 2009
10 Sunday, November 15, 2009
Semantic Web 11 Sunday, November 15, 2009
12 Sunday, November 15, 2009
12 Sunday, November 15, 2009
13 Sunday, November 15, 2009
What’s Web 3.0 in the Marketplace? 1. Consumers find products faster and easier 2. Higher quality products and services 3. Easier than ever to deliver value 14 Sunday, November 15, 2009
Sunday, November 15, 2009
16 Sunday, November 15, 2009
17 Sunday, November 15, 2009
18 Sunday, November 15, 2009
19 Sunday, November 15, 2009
Ideas? 11/10/09 Garfield Group 20 Sunday, November 15, 2009
Dean Whitney, President Garfield Group Interactive • Digital strategy • Solution Architecture • Creative Lead dwhitney@garfieldgroup.com LinkedIn.com/deanwhitney @deanwhit 11/10/09 Garfield Group 21 Sunday, November 15, 2009

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Semantic Web and Marketing talk at MIT

  • 1. Semantic Web and Marketing Cambridge Semantic Web Meet-up @ MIT Dean Whitney - Nov 11, 2009 1 Sunday, November 15, 2009
  • 4. communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  • 5. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press Johannes Gutenberg Sunday, November 15, 2009
  • 6. 1834 - Telegraph Samuel F. B. Morse communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  • 7. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio Johannes Gutenberg Guglielmo Marconi Sunday, November 15, 2009
  • 8. 1834 - Telegraph 1910 Public Radio Broadcast Samuel F. B. Morse Lee De Forest company communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  • 9. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV Johannes Gutenberg Guglielmo Marconi RCA Sunday, November 15, 2009
  • 10. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  • 11. 1834 - Telegraph 1910 Public Radio Broadcast 1989 World Wide Web Samuel F. B. Morse Lee De Forest company Al Gore/Tim Burners Lee communication 2010 Web 3.0 Semantic Web 1440 - Printing Press 1840 Radio 1946 Commercial TV 2004 Web 2.0/Social Web Johannes Gutenberg Guglielmo Marconi RCA O'Reilly Media Sunday, November 15, 2009
  • 12. Integrated Marketing Results (KPIs) Tactics • Search rank • Websites/blogs • Audience Acquisition • Lead gen programs • Brand recognition • Organic Search • Apps (Twitter, Facebook) • Quality of Engagement • Social Media • Leads & Customers • Branding/Print 11/10/09 Garfield Group 3 Sunday, November 15, 2009
  • 13. The consumer decision journey • Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. McKinsey & Company JUNE 2009 • David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik000 11/10/09 Garfield Group 4 Sunday, November 15, 2009
  • 14. People influence each other… 2009 4 Billion Tweets 2010 40 Billion Tweets 11/10/09 Garfield Group 5 Sunday, November 15, 2009
  • 15. Target audience in the target audience 11/10/09 Garfield Group 6 Sunday, November 15, 2009
  • 16. Target Audience • Influencers 11/10/09 Garfield Group 7 Sunday, November 15, 2009
  • 23. Semantic Web 11 Sunday, November 15, 2009
  • 27. What’s Web 3.0 in the Marketplace? 1. Consumers find products faster and easier 2. Higher quality products and services 3. Easier than ever to deliver value 14 Sunday, November 15, 2009
  • 33. Ideas? 11/10/09 Garfield Group 20 Sunday, November 15, 2009
  • 34. Dean Whitney, President Garfield Group Interactive • Digital strategy • Solution Architecture • Creative Lead dwhitney@garfieldgroup.com LinkedIn.com/deanwhitney @deanwhit 11/10/09 Garfield Group 21 Sunday, November 15, 2009