A journey from Advertising Network to a VRM ( Vendor Relationship Management ) point of view of ads using Semantic Web technologies. It's all around social objects and metadata. Episode 1 Metafora AD Network reloaded on metafora.it on second half of 2010

1. Meta-for-a
Metadata for
anything,
starting from advertising
A journey from Advertising Network to
a VRM ( Vendor Relationship Management ) point of
view of ads using Semantic Web technologies
Episode 1
Metafora AD Network reloaded
on metafora.it on second half of 2010
Matteo Brunati - dagoneye.it

2. About me ( in italian )
on dagoneye.it
http://www.dagoneye.it
some english stuff on
http://www.dagoneye.it/blog/category/semantic-web/english/

3. it’s a similar box,
isn’t it?

4. let’s open it!

5. Episode 1
• What is it Metafora AD Network
• A Journey from advertising to a VRM
context of advertising
• It’s all around social objects thanks to
metadata
• Data Web Marketing: not data about
customer, but data for customer

6. what is it Metafora AD
Network?

7. Metafora AD Network
was born in Italy on December 2006,
based on the model of
The Deck AD Network
http://decknetwork.net/

8. why?
at the end of 2006
poor quality of banners,
as creativity and a minimal banner
vendor messages without any animation
is more relevant
we have blogs: we want an than a bigger one
explicit division from
personal content to
sponsored content our positive experiences
about brands have a value, as
co-cocreation

9. who are we?
blogs and webzines that
want to talk with Vendors
using their own visibility
( PageRank >= 5 )
and their own identity
without mashup with their
own personal flow of
information
http://www.metafora.it/network/

10. what we do
a Vendor wants to promote his message on our
1 sites: we vote the message and think about our
endorsement to speak about the WHY we think
it’s a useful message
If the majority of us approves, we make a
collective endorsement as a post on
2 metafora.it, and make it findable thanks to a
banner ( no animation and 125px x 125px )
with a link on this endorsement to show it
thanks to display ad respectful of the reader.
It is also SEO friendly, using the open web.

11. a banner with some data about
its context,
and a bit more transparency
about itself
who is the channel
the banner itself ( what )
a link to our
endorsement ( why )

12. brand
reputation
the value is in how
the advertiser relate
with the italian
blogosfere,
Transparency of a in the dynamic of
collective endorsement, engagement and co-
trasparency showed creation of value
using a minimal banner
in a Network of TRUSTED sites

13. An exclusive intermediate between 30
websites ( blogs and webzine ) and the
Market
CONVERSATIONAL HINT + Using votes Metafora Network
DISPLAY ADVERTISING TO accepts or not the message from
DELIVER IT IN A NETWORK OF the vendor, and
TRUST SITES makes the endorsement without
any control of the vendor side
a sort of word of mouth connected
with minimal advertising in the blogosfere, in the
open web outside social network x

14. what is it the Vendor’s
value?
a collective feedback that is not this endorsement has an initial
under his control, distribution through trusted
on a blog that helps findability display advertising
CUSTOMER EXPERIENCES IT’S NOT ONLY DISPLAY

15. no tracking cookies, no
profilation unless http
headers data
small footprint...

16. we don’t believe it’s a
value being a captivate
customer

17. from Advertising to a
VRM point of view of
the relationship with a
Vendor

18. what is an AD
Network?
CHANNEL
+ RELEVANCE ( context and
audience ) +
CREATIVE AND USEFUL
MESSAGE ( respect and shared
interests )

19. AD Network is useful for a
broadcast message of a Vendor,
under his own control
site1
Vendor Message
( banner ) site2

20. if the Vendor thinks a channel
has a value, he wants to invest
on it
site1
Vendor Message
( banner ) site2
channel

21. typically an AD Network profiles
users and sell to others these
informations and data as
indirect revenue
site1
Vendor Message
( banner ) site2
channel
data collected on navigation habits

22. we tried to make a
more balanced
conversation with the
Vendor
site1
Vendor Message
( banner ) site2
+ endorsement under the
customer control

23. without making
another social network:
we are using the open
web as our network

24. and without profiling users: we
believe in human being and
trasparency

25. so we are using the
advertising model with
a VRM point of view, or
a bit like this...

26. here we are
voting the Vendor is a way to take
some control on it
our blogs and sites are
our CRM,
or a sort of, in
a unstructured way
our endorsement is outside the
VRM principles Vendor control

27. putting the Vendor
under our collective
vote, is a shift in the
relationship with him

28. a shift that it’s not so
simple to accept
http://blogs.law.harvard.edu/vrm/2009/04/12/vrm-and-the-
four-party-system/

29. it’s not about the what of a
product, it’s about the WHY,
the intentions about a product
http://www.nxtbook.com/nxtbooks/crmmedia/crm0510/index.php#/22

30. and we give memory
and findability to these
WHY
http://www.metafora.it/docs/campagne.html
made with SIMILE Exhibit,
a MIT framework to publish open data stuff

31. http://www.metafora.it/docs/campagne.html
made with SIMILE Exhibit,
a MIT framework to publish open data stuff
this is our open archive
of endorsements,
to make Vendors more
trasparent
to the Market

32. to trust a Vendor we
want a documented story
of some past experiences
from the
Customer side, not under
Vendor’s control

33. it helps the creation of
a common about
customer experiences
in the open web...
ready to use from VRM
tools

34. let’s thinking about it
http://blogs.law.harvard.edu/vrm/2009/11/15/intention-economy-traction/

35. and on it
http://thebankwatch.com/2007/11/10/are-ad-networks-really-the-endgame/

36. making it on our spare time, but we
have the same problems
http://thebankwatch.com/2009/06/26/on-vrm-facebook-and-being-misunderstood-for-long-periods-of-time/

37. so we make some conversations and a first
step in a management of
our relationships with the vendors,
thanks to our digital identities ( blogs )
all of this in an unstructured way at the moment

38. we are a sort of 4th party, but in Italy
it was earlier and it’s not so clear
this kind of service
it was september 2009 that we speak about 4th parties

39. note that platforms are on the Vendor
side traditionally: who pays for the
Customer freedom?
http://www.getsatisfaction.com/

40. it’s all about platform
and the control of the
Customer side

41. why the Vendor pays
something on
Metafora?
our time to make something
original and useful about our relationship
with him putting INSIDE the Web ( the
collective Memory ) + personal distribution
channel from the Customer side, not on
others platforms

42. our sites are our
platform

43. Metafora doesn’t work
in this form
1. time ( a lot of stuff made in our spare time )
2. not right tools to support the vision
3. incorrect terms probably
4. Italy context of understanding and living the Net as
a channel and not as a place
5. more similar to the VRM context than the
advertising one
6. lack of focus

44. because advertising
works on this
assumption
for it we are an eyeball
but are we?

45. and advertising is looking for
something different
http://www.comradity.com/comradity/2010/05/advertising-as-we-know-it-is-like-wrinkle-miracle-ointments-.html

46. It’s all around social objects, thanks to metadata

47. we want to talk about social object,
not about the brand, and about
our stories about
this object,
using our identities ( blogs )
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/

48. wait... a Social
Object?
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/

49. Social Object isn’t only about a shared
interest, is about a real story
http://confusedofcalcutta.com/2010/05/14/thinking-about-social-objects-and-limbo-dancing/

50. there are global trends to make
the social objects more explicit
http://www.chiefmartec.com/2010/06/3-nimble-
trends-changing-content-and-marketing.html

51. The concept of "the web site" is becoming less
important than the underlying content and its
social propagation.
Structured data and metadata around
content are becoming increasingly important.

52. thinking about
Facebook and the
Open Graph stuff...

53. http://www.facebook.com/matteobrunati
https://graph.facebook.com/me/likes
Not the page, but the Social
Object inside that page
A movie titles “Fight Club”

54. our intentions are
explicit and expressed
in a structured way,
thanks to Metadata

55. Metadata is the new authority
David Weinberger
http://www.slideshare.net/venicesessions/venice-sessions-iv-david-weinberger-between-media-and-world

56. Metadata and social
objects are technically,
the cornerstone of the
Semantic Web

57. This is the idea of
GGG,
the Giant
Global
Graph
http://www.zdnet.com/blog/btl/tim-berners-lee-from-world-wide-web-to-giant-global-graph/7126

59. this Giant Global Graph
makes the connections
and the relations
explicit.
It works for a more
trasparent web

60. One thing we have in commons
in the Metafora Network
all of us is an early adopter of theTransparency
enabled by the Net

61. Metadata and
trasparency have a lot
in common

62. Transparency in our
being as Creativist
http://changethis.com/manifesto/show/
66.03.CreativistManifesto

63. Trasparency also
connected with the Green
and a more ethical
economy
not only green, but maybe
a more balanced idea of the
whole Market...

64. Transparency in the
way we want to put the
vendor message:
not an invasive way

65. and not on the vendor’ s
control, but
on the ours one

66. Transparency in the act of reviewing
http://trendwatching.com/trends/transparencytriumph/

67. Transparency and
advertising: how make a
link between?

68. how Transparency is a
value from a Vendor
point of view?

69. because it saves him
from this fragmentation

70. Metadata is indipendent

71. Transparency is a value
if it can be expressed as
OPEN DATA in the
Web, so it can be
aggregated from anyone
( Customer or Vendor
Side )

72. Open data uses
METADATA,
which help us to find
the
right information
in the Web3.0

73. DATA and METADATA
shift us from PUSH to
PULL Market

74. Pull is the natural way businesses should work to put
the customer first. When you hear about companies
opening their data, giving customers account
portability, and talking about interoperability with
competitors, that’s the language of pull.
http://www.openforum.com/idea-hub/topics/the-world/article/what-pull-and-the-semantic-web-mean-for-
small-business-part-i-david-seigel

75. Doc Searls is making the connection...
http://blogs.law.harvard.edu/vrm/2010/05/24/managing-
relationships-not-each-other/

76. why have an AD
Network if there are
more useful ways to
connect the Market
between us and the
Vendors side?

77. Google has radically improved the advertising process, first by making advertising accountable (you pay
only for click-throughs) and second by shifting advertising waste from ink and air time to pixels and
server cycles. Yet even this success does not diminish the fact that advertising itself remains inefficient,
wasteful and speculative. Even with advanced targeting and pay-per-click accountability, the ratio of
"impressions" to click-throughs still runs at lottery-odds levels.
The holy grail for advertisers isn't advertising at all, because it's not about sellers hunting down
buyers. In fact it's the reverse: buyers hunting for sellers. It's also for customers who remain
customers because they enjoy meaningful and productive relationships with sellers - on customers'
terms and not just on vendors' alone. This is VRM: Vendor Relationship Management. It not only
relieves many sellers of the need to advertise - or to advertise heavily - but also allows CRM (Customer
Relatinship Management) to actually relate, and not just to capture and control.
As VRM grows, advertising will shrink to the the perimeters defined by "no other way". It's hard to say
how large those perimeters will be, or how much journalism will continue to thrive inside of them; but
the sum will likely be less than advertising supports today.

78. Data Web Marketing: not data about
customer, but data for customer

79. this is a new way to think data:
not data about customers,
but data for customers
http://www.slideshare.net/sjbrinker/web-30-data-marketing

80. VRM can be the perfect scenario to
understand the power of changing our
attitude to the Market thanks to the Web at
full of its potential ( Semantic Web )
Taking control of our relationships in the Market

81. what if we open the
data about advertising,
while VRM is growing?

82. what data is useful for us
in a typical vendor
message?

83. what if we enable a
new trasparency using
metadata about how
advertising is profiling
us?
implicit profiling privacy
http://www.cdt.org/paper/looking-back-p3p-lessons-future

84. this is Data Web Marketing:
let’s talk
http://friendfeed.com/data-web-marketing
matt [at] blog.dagoneye.it

85. photos
• http://www.flickr.com/photos/alphaducentaure/4060545788/
• http://www.flickr.com/photos/simiant/3576804/in/
photostream
• http://www.flickr.com/photos/naturesdawn/2758645685/

86. Episode 2 is on the way on...
this is the new Metafora:
Metadata for ...