We are moving towards a more open social world. In the future, the only social network will be the social graph. We are opening the floodgates. For online marketing, it will be the difference in row boating from lake to lake to navigating the uncharted seas. It's finally time to go exploring and the semantic web will be our compass.

1. Marketer’s Guide To Web 3.0
Marta Strickland
10.30.2008
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

2. The Evolving Web
• the web is full of loose ideas / code
• the code propagate from one site to another
• videos, apps, fads, pictures, technology, art, etc.
• that basic unit of information is known as:
the meme
• groups of memes form together into
“memeplexes”, the structure of movements
• word of mouth, syndication, feedback, and social
groups all have a role in the spreading of memes
• the internet is the great big meme-machine
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 2

3. Web 1.0
the web as an information portal
- information exclusivity, be the first to
own the content
- dividing the world wide web into
usable directories
- everyone has their personal own little
corner in the cyberspace
- lacks:
• community
• interaction
• scalability
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 3

4. The Web Became Static & Lonely
with n o way to change the page
k
to talk bac
no way
and
and no
way to
find each ot
her
and no way
to share and
build together
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 4

5. Web 2.0
the web as a platform
- focus on the power of the community
to create and validate
- the power of a seemingly freer form
of organization (“tags”)
- setting up “hooks” for future
integration (RSS, API)
- lacks:
• personalization
• true portability
• meaning
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 5

6. The Web Became Noisy & Overwhelming
I CAN’T HEAR myself talk IND r
’T F king fo
I CAN m loo
NOISE
what I’
NOISE
NOISE
NOISE
I CAN’T BUILD the page the way I want
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 6

7. We Broke Dunbar’s Number
Dunbar's number is the supposed cognitive limit to the
number of individuals with whom any one person can
maintain stable social relationships
There’s me
And here are
all my friends
There’s my
Myspace, Flickr, Yelp,
And their YouTube, LinkedIn,
Myspace, Flickr, Yelp, Facebook, Last.fm…
YouTube, LinkedIn,
Facebook, Last.fm…
And their friends
FEELING
with their content OVERWHELMED?
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 7

8. Introducing Web 3.0
What does it mean?
The 3rd decade of the Web (2010–2020), when simultaneous and
complementary technology trends will finally reach maturity:
• a network of separately siloed applications and content repositories
creating more seamless interoperability between connected devices
• data anywhere anytime via broadband adoption, mobile Internet
access, software-as-a-service, and cloud computing
• true data portability via open identity (OpenID), APIs and data formats
• a consistent web language via RDF, OWL, SWRL, SPARQL, etc.
• intelligent agents, natural language processing, and machine learning
Web 3.0 is The Relevant Web
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 8

9. How Will The Consumer Benefit?
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 9

10. Web 3.0 As A Great Party Host
The next generation of web will
be like a great party host.
A great host knows his guests,
he knows what they like, who
they know, and how they are
related.
A great host will:
1. Encourage conversation
2. Help you to discover new
things
3. Protect your privacy
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 10

11. Encouraging Conversation
THE SEMANTICS OF CONVERSATION
Semantic technology will create a
meaningful format around human
interaction online. This format will golf jazz
enable better online matchmaking wine cars
and content distribution.
jazz pool
You’ll find the people you want and
have the conversations you need.
COMPANIES ALREADY DOING IT
is a business social is a Firefox extension
network that uses semantic that creates a decentralized social
technologies to match profiles network right in your browser.
together for business opportunities. Friends can see each other’s likes
Unlike LinkedIn, it's less based on and dislikes on music, movies, wine,
who you know and more based on books, etc and share messages
what you know. about common interests.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 11

12. Helping You To Discover New Things
THE SEMANTICS OF DISCOVERY
Semantic technology will create a
meaningful format around human
interests. This format will better golf jazz
social recommendations based on wine rock
your friends and people like you.
jazz opera
You’ll discover important content
popping out from the social noise.
COMPANIES ALREADY DOING IT
is a social browsing is RottenTomatoes
extension for Firefox that integrates meets ZAGAT. It takes a large pull of
with data from Flickr, Facebook, reviews from Yahoo, CitySearch,
Twitter, Last.fm, and Friendfeed and Yelp, etc. and aggregates them
then cross-references the data with smartly into a single score and a
your browsing experience. single consensus.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 12

13. Protecting Your Privacy
THE SEMANTICS OF PRIVACY
Semantic technology will create a
meaningful format around sharing family
information. This format will politics
enable better control of online photos career
privacy through smarter distribution.
resume
You’ll give the right people the right friends
information without risking exposure.
COMPANIES ALREADY DOING IT
is an online Technology on the horizon…
movement that will enable users to - page content trust indicators
be able to move, share, and control - open social graph
their identity, photos, videos and all - the semantic desktop
other forms of personal data (personal file organization)
through semantic web standards.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 13

14. How Will The Marketer Benefit?
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 14

15. Online Advertising in Web 2.0
CONTEXTUAL
• Based on keywords
• Can be inaccurate
• Not brand-safe
BEHAVIORAL
• Tied to cookies
• Doesn’t account for multiple
users on one computer
More and more, consumers trust
each other more than they
trust corporations, brands, and
their advertising messages.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 15

16. Increasing Ad Relevance
BETTER AD TARGETING BETTER OPTIMIZATION
uses natural language reads the content of a web
processing and artificial intelligence site and auto-generates semantic
to interpret word meaning and tags. The benefit of semantic tags
sentiment. It relies on synonyms over normal tags is that they reflect
and concepts, rather than keyword concepts and meaning, making it
scanning. even more findable.
BETTER AD CONTENT BETTER FINDABILITY
can dynamically is a search engine that
pull in relevant content from a focuses on natural language
database, as well as scanning processing, not simply on keywords
social content sites like Yelp and alone. It tries to understand the
Flickr for the newest (positive) search phrase as a whole. And the
reviews and photo. It’s the power of more search queries and intent are
your brand message only promoted understood, the more relevant ads
by your consumers. on search results can be.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 16

17. Social Media Measurement in Web 2.0
REACH
• Visits, views
• Clicks, posts, downloads
EXPOSURE
• Buzz monitoring, viral spread
But it's inside those walled
gardens, that everything
interesting is happening...
How strong is the community?
Are they active? Are we
changing their minds?
Changing their actions?
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 17

18. Better Social Media Measurement
MEASURE THE MESSAGE MEASURE THE TONE
Semantic technology is able to pull The next generation of sentiment
together connections between analysis will look at the entirety of a
words and phrases. Measurement comment or an article, who it came
tools will be moving away from the from and who it was directed to. It
tag cloud, and more towards the will use natural language and
trends of the real conversation, relationship analysis to sift the
not just the keyword of the day. quot;goodquot; comments from quot;badquot;.
MEASURE THE VELOCITY MEASURE THE CONNECTIONS
How far is my message traveling measures the
and how fast? Semantic technology connections between community
builds on meaning. And so it doesn't members and between people and
matter if your followers say “Dodge concepts. By looking at both
muscle carquot; or “the new friending and popular dialogue, they
Challengerquot;, semantic buzz tools can tell you if your brand has
will tie the conversation together. enabled passionate conversation.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 18

19. We are moving towards a more open social world.
In the future, the only social network will be the
social graph. We are opening the floodgates.
For online marketing, it will be the difference in row
boating from lake to lake to navigating the
uncharted seas. It's finally time to go exploring
and the semantic web will be our compass.
© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 19