Smart data and branding

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


Houston, we’ve got a problem


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


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


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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.

WATSON

Baxter

Follow their lead: empower machines to be smart about you, precisely.

Smart? How?

• Google– Knowledge Graph

– Hummingbird

• Schema.org

• Facebook

• 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


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

Value: when you publish

Value: when you consume

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


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



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Branding is about peoples perceptions,how do we make this

meaningful for machines?


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

When you control associations and control access, you can digitally shape brand perceptions


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


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Where’s the value of being connected?

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

[email protected]


Marketing

Smart data and branding