the web revolution: data, design & driving results
DESCRIPTION
Presented by John Simpson at the 2011 Hubbard One Innovation Forum.TRANSCRIPT
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THE WEB REVOLUTION:DATA, DESIGN & DRIVING RESULTSJohn SimpsonDirector of Sales
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The Start of Web Marketing
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If You Build It…
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…They Will Come
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Clicks and Mortar
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Dot-Com Boom
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Early Web 2.0: Collective Intelligence
“I think the vision of the Internet as a democratizing medium.. as everyone's printing press.. is real. We got distracted from that by the mass hallucinations of the bubble.”
Craig Newmark,Founder of Craigslist
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The Rise of “Real-Time”
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Data as Intel
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Web Meets World
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The Internet of Things
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“The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past.”
-Tim Berners-Lee
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Your Anonymity
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Lost Anonymity – Big Picture
On a personal level, the benefits of participation will far outweigh the costs. 1.The number of data points you have on
your clients is going to grow exponentially, targeting will become more precise and you will have more
feedback than ever before. 2.
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The Value Exchange – A Short Test
How many of us would allow our internet service provider to track data about the sites we visit?
In exchange for FREE internet service?
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The Value Exchange – A Short Test
How many of us would allow our cell phone
provider to track data
about where we are?
In exchange for FREE cell phone service?
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The Value Exchange – A Short Test
How many of us would allow
both the cell phone and
internet provider to track data?
If we got
PAID?
Like it or not, your anonymity has a price!
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My price? Free email with no space limitation.
Still Don’t Believe Me?
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Its Already Happening – Personalized News Discovery
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Where the Value is – Law Firms Tip-Toeing into Personalization
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Where the Value is
“In short: Websites are gaining the ability to decide whether or not you'd be a good customer, before you tell them a single thing about yourself.”
“The findings offer an early glimpse of a new, personalized Internet where sites have the ability to adjust many things—look, content, prices—based on the kind of person they think you are. - WSJ
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Your Anonymity
RFPs!
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Death to the RFP – Big Picture
Asynchronous information problem minimized1.
The internet moves beyond referring links/traffic to referring meaningful data
across sites.2.
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What Does “Magic Circle Law Firm” mean to a computer?
Rabbit out of a hat, or Magic Johnson
Geometric Shape
Scales of justice, case law, gavel
The opposite of soft, a Tom Cruise movie
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Non-Normalized Data can be Queried!
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Non-Normalized Data can be Queried!
Will our services ever be offered on Froogle?
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The Semantic Web – Making Sense of the Data
Microformats are a simple technology that enables computers to better understand web
pages.
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The Semantic Web – Making Sense of the Data
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The Semantic Web – Making Sense of the Data
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Facebook’s Open Graph – A Revolution?!
“But beyond that, those same lines of code are driving a powerful and
fundamental transition underneath the pages themselves: transforming them from the bits and bytes of HTML code,
text, and images into much-needed, and much sought-after, meaning. In
essence, Facebook is taking these enhancements and initiating the first
major advance in deciphering the Internet since the hyperlink itself.”
- Ben Elowitz, CEO, Wetpaint
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Facebook’s Open Graph
IMDB tells Facebook that “the Rock” is not
a geological phenomenon, but a
movie
Facebook profiles you (age, location, friends, sex,
status, education) with the “the Rock”.
Advertisers pay to market to these profiles on Facebook,
and other sites.
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Facebook’s Open Graph – A Marketers Dream?
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Your Anonymity
RFPs!
The Web Page
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Death of the Web Page – Big Picture
Content, Content, Content. 1.Web experiences will become much
richer, ushering a new level of design innovation2.
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The Death of the Web Page?
In the future, its less about the web site URL, and more about the content
Broadband connections will have profound effects
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The Rise of Content Marketing
Content marketing products frequently take the form of custom magazines, print or online newsletters, digital content, websites or micro sites, white papers, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events
The term “content engineer” is being used[2] to describe a new breed of marketer who creates, optimizes, and distributes the different types of content required to engage customers on the social web, based on the data of many analysis tools.”
“content engineer”
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The Rise of Content Marketing
“Like it or not, you are a publisher” – Brain Traffic
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LawFirm.com Content, Served Directly to In-House KM!
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Implications for Design
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Implications for Design
Web sites perform and look like apps. Gone is the need to serially click through the a web sites pages.
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Implications for Design
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Implications for Design
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Your Anonymity
RFPs!
The Web Page
Reality as you know it
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Absolute Reality? Big Picture
The ability to layer data upon our reality, will create enormous marketing
opportunities.1.Exposure to your brand will happen
faster than ever before.2.
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Augmented Reality, Circa 2002
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Augmented Reality That We Can Relate To
Augmented reality has been used in
sports for almost a decade.
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The Reality of Augmented Reality
20112002
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Augmented Reality - Why is This Important?
“Layar is an application that overlays your view of the real world with
waypoints representing your favorite coffee place, the movie theatre you're trying to find, or in this case, where some of that $787 billion from the
American Recovery and Reinvestment Act is going.”
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Augmented Reality - Why is This Important?
DATA REALITY
+
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Augmented Reality - Why is This Important?
Phew!
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Your Anonymity
RFPs!
The Web Page
Reality as you know it
Monopoly of the internet by humans and their computers
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Monopoly - Big Picture
As more “things” attach to the Internet itself will become “intelligent”1.
The Internet will actually alter human intelligence.2.
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Internet of Things
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Internet of Things
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Nike Marketing Via “Internet of Things”
“By registering for the race with nikeplus.com runners can simply run from their home, track their run with a Nike + iPod nano sport kit, iPod
touch, iPhone or Nike+ SportBand…
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The Last Frontier – Modeling Intelligence
“With literally billions of sensors connected to the
Internet, our ability to gather massive amounts of
data has never been greater. With the right filtering and analytics,
people across all disciplines will turn this data into new knowledge
and wisdom that will change our lives for the
better.”-Dave Evans, Chief Futurist,
Cisco
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Internet
Less memorization and storage
New literacy, e.g. screen literacy
Cognitive competitive advantage favors Reading, writing, arithmetic and retrieval will become key, as
people who can find [information] fastest and make sense of it will be at a marked advantage over those who struggle to find information and have
less capacity to synthesize and organize this wealth of data that we
have
- Adapted from interview with Lew Rainie, Pew Research
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Your Anonymity
RFPs!
The Web Page
Reality as you know it
Monopoly of the internet by humans and their computers
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Parting Thoughts
“(the) real opportunity lies in developing the capability to do something with the data”
“(the creation of strategic data assets and business processes is) one of the last remaining points of differentiation”
- Tom Davenport, Author “Analytics at Work”