Semantic Web Marketing – Part 2

April 19th, 2009, By talk

Continued from Part 1

Why Now?

Understanding the basic difference between the web-that-is and the web-to-be supplies a few clues as to how this change is happening and why it’s happening now:

  1. The democratization of online publishing in the past few years has done a lot to contribute to the Totality of the web and has without doubt been the key to its unprecedented growth. The Web still has a long way to go before it encompasses everything, but it already contains enough data to allow generating limited Semantic Web experiences, especially in “UGC-rich” fields.
    UGC is one of the major catalysts to ascent of the Semantic Web (Image by James Cridland)

    UGC is a major contributor to the ascent of Semantic Web (Image by James Cridland)

  2. The ascent of APIs as the de-facto method for structuring inter-service communications is creating an ever increasing degree of Accessibility. Every day now greater swaths of the web are made accessible and “understandable” to automated services.
  3. Tagging, Natural Language Processing and other forms of hi-tech voodoo are all coming of age around now. Their evolution is having an increasingly positive impact on computers’ ability to “understand” the Web.

How will this affect me?

By now (April 2009) it’s already clear that the next evolution of the Web is right around the corner.
The first generation of companies pioneering this field, including Evri, Apture and of course ourselves, have already been active for 2-3 years. This in itself should be enough to convince you that it doesn’t matter whether you call it “Semantic Web”, “Web 3.0” or “Super Duper Web with Sprinkles” you should get your act together and start preparing for it NOW!

Rapid evolution creates opportunity

It’s worth remembering that the transformation we’re experiencing from Web to Semantic Web is a gradual one. Changes of this magnitude always are. Even so I strongly advise against complacency – “gradual” is a relevant term. I don’t remember how long it took for all of us to start using Google but I remember it wasn’t long, and I know that Yahoo and Microsoft are still trying to figure out where they lost us.

The Semantic Web revoultion will probably begin in UGC rich segments (Image by Franco Folini)

The revolution will probably begin in UGC rich segments (Image by Franco Folini)

Where will the Semantic Web revolution begin?

Although prophecy is dangerous business I think it’s safe to wager that those fields where more has been done to improve the availability of data and its accessibility to computers, are those that will enjoy the boons of the Semantic Web first.
User-generated-content heavy segments like social networking, music and photo sharing sites are some of the first places where it’s already possible to enjoy genuine Semantic Web experiences. In fact our own Headup has already been complimented by blogging heavyweights Robert Scoble and Jeff Pulver for its Twitter boosting capabilities.
Product sites like Amazon are another good place to experience Semantic Web. Their ability to offer products based on their relevance to users’ needs, intentions and social circles, is another Semantic Web early bird, albeit a rather primitive and limited one.

Looking out for your business (Image by Kevin Dooley)

Looking out for your business (Image by Kevin Dooley)

How can I best prepare my business?

The best easy-to-adopt-today tips I can suggest marketers who want to prepare for the Semantic Web are all based on the points I’ve mentioned earlier:

  1. Be aware of the coming change, keep your ears and eyes open for developments and deepen your understanding by reading blog posts like this one. I personally recommend checking out the excellent repository of Semantic Web articles that’s been published on the ReadWriteWeb blog.
  2. Tag the widgets you’re marketing comprehensively so that they are readily identifiable by computers. For example: If you’re selling football jerseys make sure to tag your inventory not only with the relevant team names but also with tags defining your merchandise as “clothing”, “shirt”, “jersey” and/or “fan merchandise”. As far as the technical details of “how-to-tag” are concerned I suggest using Microformats if at all possible but linking as described below is shaping up to be a viable option as well.
  3. Link widgets meaningfully to assist in there identification. This is especially true for ambiguous terms. For example by linking this instance of the word “Pink” to the last.fm page dedicated to the singer of the same name I’ve effectively removed all possible ambiguity as to which “Pink” I meant.
  4. Connect your site to relevant APIs wherever possible. If you deal in real-estate try integrating a map service like Google Maps. Music your thing? Integrate Last.fm or Deezer, etc. A great source for following available APIs and the innovative mashups created with them is ProgrammableWeb.com.

Epilogue

In many cases timing one’s adoption of a new technology can make all the difference. The Goddess of Economics tends to bestow her blessing upon those few nimble early adapters savvy enough to identify and take advantage of the changing marketplace in order to create a unique advantage for themselves and/or their businesses. Being prepared for the Semantic Web will require you and your business to embrace the coming change. The good news is that if you do it right then this time round it’ll be the machines doing the heavy lifting…

I hope you’ve found this useful. Your comments would be much appreciated…
: )

Semantic Web Marketing – Part 1

April 19th, 2009, By talk

Once in a while humanity comes up with a discovery, product or service, that influences our daily reality to such a degree it becomes impossible for us to envision the world without them. Cell phones, the Web, Google and “Dancing with the Stars”, are just a few such revelations that I myself have come to view as being impossible-to-live-without.
It’s worth noting that as the tools available to inventors and entrepreneurs become ever more powerful the process of innovation itself is speeding up, daily increasing the number of innovations we “just-can’t imagine life without”.

Big changes change everything

Changes that have this type of impact on the way Humanity goes about its business always affect the way humanity does business as well. Indeed all the innovations I mentioned earlier (including “Danceing with the Stars”) have had a profound influence on the commercial aspects of our lives.

Change (image by David Reece)

Change (image by David Reece)

Change powers evolution

Changes of this magnitude require us to evolve both as customers and as business owners and in any case eventually most of us have no choice but to incorporate the change into our daily routine. We learn how to leverage the change in our favor as consumers, and as business people we investigate how best to monetize it. Regardless of which side of the commercial equation we’re on, evolution is a survival imperative and failure to adapt is bound to have grave consequences…
In my humble opinion the ascent of the Semantic Web is a change of this magnitude and it’s happening all around us right about NOW.

What is the Semantic Web?

Before I continue and explain some of the ways I believe you can prepare to benefit from the ascent of the Semantic Web, it’s important to explain what exactly the Semantic Web is. The way I see it, understanding something tends to be beneficial to profiting from it…

The Semantic Web – a short intro:

In order to understand the meaning of the Semantic Web one must first embrace two concepts – totality and accessibility:

Totality – to what extent are things defined online
The Semantic Web is a web of data where everything is defined and linked to anything with which it has an association. In this Web anything conceivable must be represented and relevantly associated.

Accessibility – to what extent is the Web accessible to computers
The Semantic Web is a web of data perfectly accessible by machines. It is a Web that computers are able to interact with, interpret and utilize autonomously – without the need for any human intervention.

Tim Berners-Lee speaking about the Semantic Web at TED (image by Erik Charlton)

Tim Berners-Lee speaking about the Semantic Web at TED (image by Erik Charlton)

Need clarifications?

If the previous definitions seem a tad vague to you, I suggest you check out the following textbook example that illuminates the difference between the “traditional” web and the Semantic web, by comparing how an identical paradigm, planning a vacation in Scottsdale AZ, might be resolved in either environment:

The vacation plan paradigm – as solved on the Traditional web:

If you’re reading this chances are you’ve already used the Web as a travel aid at least once and it’s pretty safe to assume that if you had to arrange a vacation in Scottsdale AZ you’d probably do some or all of the following:

  • Run a quick Google search to find resources for learning details about Scottsdale.
  • Check Google maps to find out where Scottsdale is and get directions.
  • Search http://Expedia.com for deals on your Scottsdale bound transportation.
  • Check out http://Upcoming.Yahoo.com to discover what you can do in Scottsdale once you get there.
  • Send messages to your Myspace, Facebook, Twitter buddies to see if anyone is planning to be in Scottsdale while you’re there and might want to hang-out together.

I’ve probably left out an activity or two, but you get my gist. Planning a trip on the traditional web requires a fair deal of man-powered research and visiting quite a few disparate web services in order to come up with a complete and satisfying agenda. Of course once your research is done all you have to do is make all your reservations, deal with all the payments, make sure all the paperwork gets done properly, handle the filing…

Holiday in Scottsdale? Seeme like the Phoenician is the place to stay... (Image by Hyku)

Holiday in Scottsdale? Seems the Phoenician is the place to stay... (Image by Hyku)

The vacation plan paradigm – as solved on the Semantic web:

Planning a vacation on the Semantic Web starts at a point where it is a given that all the data relating to you, a vacation-prone-individual, and all the data relating to your destination, sunny Scottsdale, is already available online in a format legible by computers. In this type of environment creating the perfect Scottsdale trip for you is simply a matter of generating a computer optimized comparison between Scottsdale’s data and your own:

  • Your transportation and accommodations are arranged automatically after a quick analysis of your financial capabilities, personal preferences, and the travel and accommodation options available.
  • Your activities and meals are all preplanned. Your agenda in Scottsdale has been computer-generated based on analysis of how your tastes in food and entertainment align with what Scottsdale has to offer. You have front row seats to hear Mastodon at the Martini Ranch
  • Alerts have been sent out to all your friends and social contacts notifying them of your planned itinerary. An old college flame has responded and offered to join you for an afternoon of art at the SMoCA.

Planning a trip in a Semantic Web reality is a matter of indicating your destination and purpose, and trusting the omniscience of the Web with everything else. In a perfect world the result should be an effortlessly generated vacation agenda perfectly coordinated and tailored to your tastes and abilities.

Continue to Part 2

Yo Tweeps! Check Headup on Twitter…

February 23rd, 2009, By talk

Last night our trusty development team released the new version of Headup with a feature I’ve been waiting for from the moment I came on board here:

Headup on Twitter

So here’s the news in a nutshell:

The new Headup identifies Twitter users, making it point’n'click simple to discover a wealth of info about your twitter friends.

Here’s what I got for @scobleizer (aka Mr. Robert Scoble):

This is the summary view of the data Headup was able to discover about Robert Scoble - note the information is personalized and reflects my social circle

This is the summary view of the data Headup was able to discover about Robert Scoble - note the information is personalized and reflects my social circle

How did I make this work?

Step 1 – Get Headup
To get access to all this semantically discovered content you first need to have Headup installed on your machine. Go to http://Headup.com and click the big “Get Headup” button. Headup will install pretty much like any other Firefox addon.

Step 2 – Personalize Headup for Twitter
If you haven’t already done so in the installation process your next step is personalizing Headup and connecting it to your Twitter account.

Click the yellow headup icon in the lower right corner of your browser and select “Settings”:

The Headup Menu - On your status bar

The Headup Menu - On your status bar

Headup will display the “Personalize Headup” panel:

Personalize Headup

Personalize Headup

Click the Twitter icon and enter the details for your Twitter account. No need to worry about your privacy – Headup has no record of your details and all your information is stored only on your local computer.


Connect Headup to your Twitter account

Connect Headup to your Twitter account

When you’re done connecting Headup to your services click the “Thank’s, I’m done” button.

I'm done personalizing!

I'm done personalizing!

Step 3 – Check it out on Twitter

That’s it, You’re good to go!

Visit Twitter and check out the Headup underlines that now appear under peoples’ user-names. To access Headup discoveries for a Twitter user hover over their underlined name and click the Headup icon that appears above it:

Click the Headup icon that appears when you hover over underlined names

Click the Headup icon that appears when you hover over underlined names

Enjoyed this post?
You might like the “Gentleman’s guide to Facebook, Friend requests & Netiquette” too.
It explains how Headup boosts your Facebooking…

Questioning the Semantic Web's history

January 22nd, 2009, By talk

In the beginning Tim created the Web, and the Web was Semantic, and the Web was good…

I’ll go out on a limb and say that the Semantic Web precedes the World Wide Web.Perhaps it’s more accurate to say that the Semantic Web is the original vision of the web, as can be seen in this diagram from the original proposal of the WWW created in 1989 by Sir Tim Berners-Lee, the British scientist credited with inventing it:

Tim Berners-Lee originally envisioned a semantic web

In hindsight we all know the early web didn’t quite evolve the way Berners-Lee envisioned it. Never one to dispair Sir Tim never abandoned his vision and continued to publish materials and make statements regrading the evolution of Semantic Web. In 1998 he started defining a road map for the semantic web and in 1999 he is quoted as saying:

“I have a dream for the Web in which computers become capable of analyzing all the data on the Web – the content, links, and transactions between people and computers. A ‘Semantic Web’, which should make this possible, has yet to emerge, but when it does, the day-to-day mechanisms of trade, bureaucracy and our daily lives will be handled by machines talking to machines. The ‘intelligent agents’ people have touted for ages will finally materialize.”

His position as director of the World Wide Web Consortium, which oversees the Web’s development (a position he continues to hold to this day alongside many others no less prestigious) meant that Berners-Lee was uniquely positioned to help transform his vision into a reality.

The Semantic Web evolves

The early years of the millennium saw increased activity by W3C to promote and advance Semantic Web. After securing generous funding from the EU and other sources the W3C launched numerous workshops, events, and projects and provided backing for research in to the Semantic Web. The results of these efforts was a veritable smorgasbord of specifications and guidelines which were meant to be developed into the principal technologies of the Semantic Web. The current components are:

  1. The Resource Description Framework (RDF) Core Model.
  2. The RDF Schema language.
  3. The Web Ontology language (OWL).
  4. SPARQL – The standardized query language for RDF, that enables joining decentralized collections of RDF data.
  5. The GRDDL Recommendation meant to create bridges between the RDF model and various XML formats, like XHTML.
  6. POWDER, which is not a specification but rather a working group that develops technologies to find resource descriptions for specific resources on the Web that can be joined to other RDF data.
  7. The SKOS model – an RDF vocabulary for expressing the basic structure and content of concept schemes (thesauri, classification schemes, subject heading lists, taxonomies, ‘folksonomies’, etc.).

The activities of all these groups is documented and as of 2006 can be viewed on the W3C’s aptly named “Semantic Web Activity News“.

The Semantic Web - the Layer cake as of 2007

The Semantic Web - the Layer cake as of 2007

The Semantic Web Paradigm

When faced with this impressive body of work, that spans nearly a decade, it is difficult to avoid asking one simple question:

How come after nearly a decade of work by some of brightest minds on the planet we, the countless masses who browse the web daily, are still largely unaware of the Semantic Web and have yet to experience the promise it holds?

The paradigm explained and resolved

The way I see it the evolution of a Semantic Web, even as defined by the work done under the auspices of the W3C,  is largely dependent on two factors:

Condition 1 – The existence of LARGE amounts of data online -For computers to ‘do the work for us’ and provide us with the boons that Berners-Lee envisioned for the semantic web, they must have the data required available to them. During most of the time that has passed since Berners-Lee published his vision, not only was the required data missing, it was also unclear who would collect, structure, validate and publish it.

Resolution – The explosion of the ‘Web 2.0′ phenomenon, starting with Wikis in 2000 and later evolving into the huge variety of social networking sites we enjoy today, resolved this issue. It was us, all of us, who through our massive engagement with countless dedicated social networks provided, and continue to provide, the Semantic Web with the data it requires to function.

Condition 2 – The structuring of data in formats that are understandable by machines - As the listing and diagram above clearly show much of the work the W3C has done is related to resolving this issue, however the simple fact is that is has largely been ignored by developers and commercial enterprises, and not without cause:

  1. Many of the formats developed by the W3C are inconvenient to work with and implementing them is time consuming.
  2. The commercial enterprises, web developers and the countless individuals involved in the day-to-day work of building and expanding the web, tend to resist formats dictated from above. The Web, by the very nature of the structure of the Internet as a net of connected yet independent computers, is an anarchic medium.
  3. Despite all the time that has passed the W3C still has a great deal of work to do before the semantic web formats it advocates are structured and defined enough to be ready for wide scale commercial use.

Resolution – Nature and business both abhor a vacuum. While the W3C sit and deliberate, enterprise has de-facto provided the means for resolving the 2nd condition required for the Semantic Web via the APIs published by a rapidly growing number of web services. An API, by it’s very defintion, is a method for one web-service/computer to speak to another using predefined structured calls.

The logic driving this mushrooming of “data-givaways” is threefold:

  1. APIs serve as splendid echo systems presenting an opportunity for an industry runner up to harrass the leader of the pack.
  2. APIs allow web services that sell products to automate and thus greatly enhance their affiliate business.
  3. There is a growing demand from developers for APIs and a demand is always met. Eventually…
  4. Paid APIs present an opportunity for additional direct revenue.

What’s coming next?

By now (January 2009) product and download based web-services like Amazon and Itunes have made it clearly obvious that there is money to be made on the semantic web, and even though less product oriented services are still struggling to monetize the data they’ve aggregated, few would argue this value is worthless. It remains to be seen how user trends coupled with the laws of economics continue to shape the evolution of the web into the Semantic Web it was originally meant to be.

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