Intro to Web 3.0 and the Internet of Things

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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

2

CIPR SOCIAL SUMMER SERIEShttp://bit.ly/ciprsm#ciprsm26th August 2010

Philip Sheldrake

Influence Crowd LLP

www.influencecrowd.com

LinkedIn /in/philipsheldrake

@sheldrake

http://www.influencecrowd.com/

http://www.linkedin.com/in/philipsheldrake

http://www.linkedin.com/in/philipsheldrake

http://www.twitter.com/sheldrake

26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales 3

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.

My goal today

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THE SEMANTIC WEB

26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales

“Web 3.0”

“The Web of Data”


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 1.0


“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 2.0


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


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.

Web 3.0 cont.


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 document metaphor


The location of a document is specified with a Unique Resource

Locator (URL).

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

The URL

The folder.

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.

The file.


A hypothesis of the Semantic Web is that meaning can be

conveyed via expressions known as triples:

Triples

Subject (resource)

Predicate(property)

Object(value)

Kathryn Bigelow Directed Hurt Locker

Mark Boal Wrote Hurt Locker

Hurt Locker Stars Jeremy Renner


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).

RDF


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.

Local and global

Subject(resource)

Predicate(property)

Object(value)

Philip Sheldrake Knows Doc Searls


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 subject and object

http://sheldrake.myopenid.com/

http://philipsheldrake.com/

http://www.google.com/profiles/philip.sheldrake

http://searls.com/


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


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 predicate cont.

http://xmlns.com/foaf/0.1/

http://xmlns.com/foaf/spec/%23term_knows


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!

The resultant triple


How about?!

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

Simple complicatedhttp://xkcd.com/355


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.

RDF is happening today


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.

News from the IPTC


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 loves RDF


Google reads semantically marked up content and, as of May

2009, uses it to create “rich snippets” it in its search results. Eg,

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

Google’s rich snippets

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


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.

The full potential


LinkedData image

Chris Bizer http://en.wikipedia.org/wiki/File:Lod-datasets_2009-07-14_colored.pngCreative Commons Attribution-ShareAlike 3.0

http://en.wikipedia.org/wiki/File:Lod-datasets_2009-07-14_colored.png

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

http://creativecommons.org/licenses/by-sa/3.0/


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.

See Linked Data in action

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


Tim Berners-Lee on the Semantic Web

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




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.

(Today’s) Facebook is dead



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).

Reputation management has a new meaning


29

THE INTERNET OF THINGS

26th August 2010 / Influence Crowd LLP / Creative Commons Attribution Share Alike License 2.0 England and Wales


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.

Defining the Internet of Things

http://www.rfidglobal.eu/userfiles/documents/FinalReport.pdf



IBM Internet of Things video

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




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



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.

Digital detritus cont.



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…



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.

Some questions for you… cont.



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?

Vendor Relationship Management



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?

Two guys walk into a store…



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

Optimisation slide



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

CIPR Social Media group: #ciprsm / http://twitter.com/sheldrake/cipr-digital-group

Reading

http://www.philipsheldrake.me.uk/

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/

http://www.twitter.com/ciprsm

http://twitter.com/Sheldrake/cipr-digital-group


Documents

Intro to Web 3.0 and the Internet of Things