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Embedding your brand into the fabric of the internet
Smart Data as a Brand Platform
Increase Content Value, Broaden Content Distribution,
Extend Audience Development, and Enable Brand Governance
© 2015 Copyright Thematix LLC
People running wild on the web with tweets, likes, pins, tumblrs to redefine your brand and amplifying your actions.
Explosive growth in points of presence: web sites, blogs, search, display, video, social, mobile, apps, commerce, directories
Third parties with opaque search algorithms define and organize brand relevance & associations.
Vicious cycle of making new content, messages, and artifacts to distribute to many, costly places.
Everlasting gobstopper: never gets smaller, never gets finished
© 2014 Copyright Thematix LLC
It’s never ending. My team, Agency, the kids
show me shiny new tech, apps and sites that demand my time,
attention and resources.
It’s a constant state of reaction where tech and people are ganging up on us.
We need to control, organize and present our brand our way.
CMO & CDOMadMen
© 2014 Copyright Thematix LLC
/jump cut/
Where’s the disconnect?What’s keeping us from
taking control?
We know how to inform and influence people
Target: Push the message out• Media site takeovers• Banners & Native ads• Paid Search• Video & Pre-roll• Branded content• Sponsorships• Games• E-commerce
Attract: Message pulls you in• Website and micro-sites• E-mail• Blogs• Branded content & White papers• Webinars & Podcasts• RSS• Games• E-commerce
Share in the social mosh pit• Facebook, Twitter, Pinterest• IM, SMS, Apps
• © 2014 Copyright Thematix LLC
You can organize information about your Brand, Company, product, and people
to make it more accessible and useful.
Smart? How?
• Google– Knowledge Graph
– Hummingbird
• Schema.org
• Graph Data
• Semantics
• Ontology
We need to write in the language of machines
• HTML and XML already being used for syntax
• Semantics and metadata to make explicit statements
• RDF (Resource Description
Framework), a machine language that enables data to be linked together
• URI (Universal Resource Identifier), a permanent address that makes data accessible, persistent and usable
There are only 1 0 types of people
in the world: those that understand binary
and those that don’t.© 2014 Copyright Thematix LLC
We need to transform our human meaning into machine knowledge.
• There are many languages ready to use, today
• Schema.org: shared HTML mark-up vocabulary and tags provides structure so search engines understand the information
• W3C FOAF: friend-of-a-friend• GoodRelations: e-commerce ontology• Dublin Core: card catalog• rNews: news industry• Facebook OpenGraph: linking people
to things
This machine knowledge can now be woven into the fabric of the internet using linked data
• Linked Data is a method of publishing structured data so it can be interlinked and become more useful.
• It builds upon standard Web technologies such as HTTP, RDF and URIs, but rather than using them to serve web pages for human readers, it extends them to share information in a way that can be read automatically by computers.
• This enables data from different sources to be connected and queried.
[Source: Wikipedia]
13
dbpedia-owl: parentCompanyOfStarwood Hotels & Resorts
Worldwide
dbpedia-owl:chain
dbPedia (Wikipedia) Dataset
Westin Hotels & Resorts
Westin O’Hare - Chicago
Answer: Yes, on June 6, 2014 at the Westin O’Hare
Official Star Trek Convention
Starwood Linked Data Dataset
Westin O’Hare - Chicago
schema:event
schema:phone
schema: location
Question: Will Captain Kirk everbeam down to a Starwood hotel?
William Shatner
schema: performer
ConferenceHound Dataset
Official Star Trek Convention schema:attendees
schema: date
June 6, 2014
Star Trek
imdb: actor
imdb: bornIn
imdb:birthDateInternet Movie DatabaseDataset
William Shatner
imdb: role
Captain Kirk
Linked Data in Action
© 2014 Copyright Thematix LLC
14
university
graduatedFrom
book writtenBy
Field Guide toFerns and Lichens
hasTitle
Devon Phelps
hasName
California University of Pennsylvania
hasName
person
DBpedia(Wikipedia)
DatasetUniversity of Pittsburgh
hasName
University of Miami
hasName
person
19XX
yearOfBirth
Philadelphia
bornIn
PennsylvanialocatedIn
Devon Phelps
hasNameAmerican Botanical SocietyDataset
Linked Data in Action
Where was Devon Phelps, author of Field Guide to Ferns and Lichens, born?
Answer: Philadelphia, PA
Create value when you publish linked data
• You have fine-granular control over the data– Access– License– Governance
• Other publishers can link into your data, elevating its value by distribution and visibility
• You make your data discoverable for SEO and other pipes• Internal exposure, access and organization
– Your company and stakeholders gain the same benefits the links– Sits on top of existing DB so no need to change existing silo’s
• Clear understanding and rights by others to use your data; no need to repeatedly explain how, when, or why
© 2014 Copyright Thematix LLC
Value when you consume linked data
• Data you can view, print, store, save, share data• Enter these data into any other system as permitted
– Change the data as you wish– Export it into another (structured) format– Directly process it with proprietary software to aggregate it, perform
calculations, visualize it, etc.– Manipulate the data, without being constrained by the capabilities of
any particular software
• Link to it from any other places (on the Web or locally).• Combine data safely with other data• Discover more (related) data while consuming the data• Learn about the data schema directly
© 2014 Copyright Thematix LLC
© 2014 Copyright Thematix LLC
/jump cut/
Branding is about peoples perceptions,how do we make this
meaningful for machines?
© 2014 Copyright Thematix LLC
A brand can represent itself as data, using the same things,
but with smart data coding for machine intelligence
<div id="namespaces" prefix=“foaf: http://xmlns.com/foaf/0.1/ dbpedia: http://dbpedia.org/ schema: http://schema.org/ ">We are <span typeof=”logo”><span property=“name”>Top 100 brands</span></span></div>
These same things we use for branding are used to inform machines
artifact• Name & Logo• Labels• Collateral • Ads & coupons• Press releases• Blogs & branded content• White Papers• Recipes & Instructions• User Reviews• Locations & facilities• Shopping carts• Performances• more
category• People• Logo• Products• Companies• Concepts• Places• Location• Performances• more
* Consumer perceptions are by definition not a thing. But brand perceptions are represented by things including articles, images, video, tweets, or review/ratings.
It’s all about making associations
People• A brand is a person’s gut
feeling • Created in ones mind using
associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes
• Brands communicate with media (text, audio, video, sensory) and interactions (usage, consumption) via HTML
Machine Intelligence• A digital brand is a smart
machine• A brand is associations to other
things linked in a way to express context, meaning, relevance, authority, and identity
• Brands communicate with computers using RDF (resource description framework) code, housed in a database and consumed on demand or via SPARQL queries
© 2014 Copyright Thematix LLC
associations: Resource Description Framework (RDF) is
“smart data” written as “triples” for machine processing and knowledge
Subject Predicate Object
Coca-Cola is an enjoyable Beverage
Beverages are sold in McDonalds
McDonalds serves Lunch
Lunch Is better with A Beverage
Coca-Cola Is served at McDonald’s
My personal brand defined by the people I know and connected with via my LinkedIn network of over 700 people
My “linked data” brand is connected to people, places, and things.
Larry was a MadMan
Larry was CEO of USIT
Larry coached GVLL
Larry wasPresident of THCG
Likes travel & writes for Tnooz
Supports Breastcancer.org
School at URI
More connections = more valueMetcalf’s Law: The value of a network is proportional to the square
of the number of connected participants.
BRAND
Strategic Value
• Concept ownership and Brand footprint• Brand Governance• Digital Asset Management (DAM) & Content
Management Systems (CMS)• Audience Engagement & Fan Management• Legal, Regulatory and Compliance
Tactical Value
• SEO and semantic search organization• ORM (Online Reputation Management)• Niche targeting and landing pages• Retargeting and long tail bait• Active ingredients for others to use
Financial Value
• Expand the useful life of brand content• Archival value and documented history• Internal repository and organization• Various metrics on usage and exposure
Next
Solicit Client(s) for proof of concept
Refine and focus Use Cases
Create development software tools
Larry W. Smith | Partner +1 917 754 3904
lsmith@thematix.comwww.thematix.com
© 2015 Copyright Thematix LLC
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