In this presentation which Markus Linder gave on Feb. 4th 2010 at the Search Engine Strategies 2010 in Copenhagen, he explaines how a new standard of web data handling is being created that is already championed by firms such as Google, Wikipedia, Siemens, Microsoft, Bestbuy and Yahoo. He uses case studies to show how this technology is currently being used, as well as how this technology will transform the way the web will be used in years to come. Why is this important? The key to Semantic Web Technology from the point of view of a firm that sells or promotes goods or services online, is that it will create a vastly increased level of visibility to consumers. This is relevant for any firm who is looking to improve their Search Engine Optimisation (SEO) and their presence on third party websites. The Semantic Web offers suppliers the opportunity to describe their products and services in a form that is machine-interpretable. Suppliers that have already done so are now already better presented in search engines like Google or Yahoo (rich snippets and Yahoo Search Monkey). The development of innovative semantic web-search technologies, semantic web mashups, semantic affiliate and semantic search engine marketing will lead to a paradigm shift in online marketing and e-commerce. When searching for “a 4-star hotel in England from the 4th to the 6th of August that has a swimming pool and is located in a region, where visitors can attend a yoga-course and a classical concert during their stay” the search engine Google suggests a vast amount of links but no useful results. Entering the same phrase in a Semantic Web-based search engine, users will be able to obtain hotel recommendations that fit their search criteria including their desired yoga course and classical concert within the region during their stay. This means that the consumer will be able to find a packaged solution, rather than having to look on multiple websites.

1. V e VERTRAULICH
r tVERTRAULICH
raulich
Web 3.0: How the Semantic Web will revolutionize Search
Marketing and eCommerce
Search Marketing Strategies 2010
Copenhagen, February 4th 2010
Markus Linder
ceo & founder
Smart Information Systems GmbH
www.smart-infosys.com
www.smart-infosys.com

2. V e VERTRAULICH
rtraulich
 Smart Information Systems GmbH was established in 2005 and focuses on
next generation e-commerce solutions
 Positioning: Strategic partner to firms with an e-commerce presence for the
implementation and maintenance of intelligent product advisors
 European market leader
 Located in Vienna, Austria
References (excerpt):
www.smart-infosys.com

3. V e VERTRAULICH
rtraulich
THE BOUNDARIES OF WEB 1.0
AND WEB 2.0
www.smart-infosys.com

4. V e VERTRAULICH
rtraulich
Notebook Sony or Asus light max. 12 inch with webcam
www.smart-infosys.com

5. V e VERTRAULICH
r tVERTRAULICH
raulich
www.smart-infosys.com

6. V e VERTRAULICH
r tVERTRAULICH
raulich
www.smart-infosys.com

7. V e VERTRAULICH
r tVERTRAULICH
raulich
www.smart-infosys.com

8. V e VERTRAULICH
rtraulich
World-Wide-Web: the meaning of information
remains hidden for computers
Computers can only recognize a combination of characters
(syntax)
T-R-A-I-N
The meaning (semantics) remains hidden:
– Synonyms (rail)
– Homonyms (rail vs. instruction)
– Hyponyms (means of transportation)
– Hyperonyms (compartment)
Only a human being can put spread information from the WWW
into an intelligent context.
Google & Co find a combination of characters on websites, but
they neither understand what the user is looking for nor the
meaning of the search results.
www.smart-infosys.com

9. V e VERTRAULICH
rtraulich
Bringing product and service offerings into a machine-interpretable
form
SEMANTIC WEB BASED E-
COMMERCE
www.smart-infosys.com

10. V e VERTRAULICH
rtraulich
Example: Best Buy stores in the WWW
www.smart-infosys.com

11. V e VERTRAULICH
rtraulich
Example: Best Buy offering in the WWW
www.smart-infosys.com

12. V e VERTRAULICH
rtraulich
Example: Best Buy in the Semantic Web
Informationen:
Adress
Opening hours
Payment
methods
Offer range
Target group
Type of product
Manufacturer
Prices
…
www.smart-infosys.com

13. V e VERTRAULICH
rtraulich
Example: Digital camera in the WWW
www.smart-infosys.com

14. V e VERTRAULICH
rtraulich
Example: Digital camera in the Semantic Web
Information:
name
producer
resolution
Video
playback
touch screen
colour
…
www.smart-infosys.com

15. V e VERTRAULICH
rtraulich
Applications can use the Semantic Web like a
integrated global data base
© Prof. Dr. Martin Hepp
www.smart-infosys.com

16. V e VERTRAULICH
rtraulich
Graph representation of a Good Relations
Instance
© Prof. Dr. Martin Hepp
www.smart-infosys.com

17. V e VERTRAULICH
rtraulich
WEB 3.0
=
SEMANTIC WEB + WEB 2.0
www.smart-infosys.com

18. V e VERTRAULICH
rtraulich
SEMANTIC WEB - EXTERNAL
APPLICABILITY (WEB OF DATA)
www.smart-infosys.com

19. V e VERTRAULICH
rtraulich
Applicability - External
Search Engine (Yahoo Search Monkey and Google Rich
Snippets)
Price comparison platforms
Browser Add-ons
Semantic-Web-Mashups
Semantic-Web-Search engines
Semantic Web Affiliate Marketing
Semantic Web Search Engine Marketing
www.smart-infosys.com

20. V e VERTRAULICH
rtraulich
Search engines: Yahoo Search Monkey
www.smart-infosys.com

21. V e VERTRAULICH
rtraulich
Search engines: Yahoo Search Monkey
www.smart-infosys.com

22. V e VERTRAULICH
rtraulich
Search engines: Google Rich Snippets
Search result with Rich Snippets:
Search result without Rich Snippets:
www.smart-infosys.com

23. V e VERTRAULICH
rtraulich
Learnings: Semantic meta data improves search
engine ranking and traffic significantly
GoodRelations + RDFa improved the rank of the respective
BestBuy pages in Google tremendously. E.g. "BestBuy Ferris
Bueller" on Google BestBuy page ranked # 1 ahead of the much
more established page
BestBuy reported a 30 % percent (!) increase in traffic on the
BestBuy stores pages, e.g. http://stores.bestbuy.com/1895
Yahoo observes a 15% increase in the Click-through-Rate (CTR)
Source: http://priyankmohan.blogspot.com/2009/12/online-retail-how-best-buy-is-using.html
www.smart-infosys.com

24. V e VERTRAULICH
rtraulich
Semantic-Web-Mashup: Bikemap-Portal with
hotel- and restaurant recommendations
www.smart-infosys.com

25. V e VERTRAULICH
rtraulich
Semantic-Web-Mashup: Hotel website with
relevant events from the surrounding area
http://www.landhaus-jost.at/
Events in the surrounding area
Description Date Place
Ballet Karl Alfred Stadttheater
22.4.09
Event 17h Theaterplatz 4
Schreiner
Klagenfurt
Josefsplatz 6/15
Vienna Hofburg 23.4.09
Event 20h
1010 Vienna
Orchestra
24.04.0
Film Festival at Vienna City Hall
Events 9
Rathausplatz 21h 1010 Vienna
www.smart-infosys.com

26. V e VERTRAULICH
rtraulich
Semantic-Web-Mashup: Augmented Reality
Wikitude
Mobeedo
Source:
http://siddey.wordpress.com/2009/05/05/android-envy-wikitude-augmented-reality-showcases-googles-killer-edge/
http://www.mobeedo.com/ www.smart-infosys.com

27. V e VERTRAULICH
rtraulich
Semantic Web Search Engine
©Smart Information Systems - Internal Prototyp
www.smart-infosys.com

28. V e VERTRAULICH
rtraulich
REVENUE MODELS IN THE
SEMANTIC WEB
www.smart-infosys.com

29. V e VERTRAULICH
rtraulich
Semantic Web Affiliate Marketing
www.smart-infosys.com

30. V e VERTRAULICH
rtraulich
Semantic Web Advertising
www.smart-infosys.com

31. V e VERTRAULICH
rtraulich
SEMANTIC WEB – INTERNAL
APPLICABILITY
www.smart-infosys.com

32. V e VERTRAULICH
rtraulich
Applicability - Internal
Import of product data details into online-shops and portals
Mashups and Micro-Sites
Recommendation Engine
Analytics
On-Site-Search and After-Search-Navigation
Online Product Adviser
www.smart-infosys.com

33. V e VERTRAULICH
rtraulich
Online Product Advisors based on Semantic Web Technology
SMART ASSISTANT
TECHNOLOGY
www.smart-infosys.com

34. V e VERTRAULICH
rtraulich
Smart Assistant Technology
Enabling product advice in several categories:
– Consumer Electronics
– White Goods
– Clothes
– Tourism
– …
offering:
– Interactive advice
for laymen and experts
– Ranking of product-
recommendations and
alternatives
– Integration with
search and navigation
www.smart-infosys.com

35. V e VERTRAULICH
rtraulich
Examples
Demo TV Advisor
Demo integrated Digital Camera Advisor
Semantic Search HOH.de
Dress Advisor BAUR.de
www.smart-infosys.com

36. V e VERTRAULICH
rtraulich
Real Live Examples
www.smart-infosys.com

37. V e VERTRAULICH
rtraulich
www.smart-infosys.com

38. V e VERTRAULICH
rtraulich
www.smart-infosys.com

39. V e VERTRAULICH
rtraulich
www.smart-infosys.com

40. V e VERTRAULICH
rtraulich
www.smart-infosys.com

41. V e VERTRAULICH
rtraulich
SMART ASSISTANT:
INTEGRATES WITH NAVIGATION
AND SEARCH (DEMO)
www.smart-infosys.com

42. V e VERTRAULICH
rtraulich
www.smart-infosys.com

43. V e VERTRAULICH
rtraulich
www.smart-infosys.com

44. V e VERTRAULICH
rtraulich
www.smart-infosys.com

45. V e VERTRAULICH
rtraulich
SMART FINDER + SEMANTIC
SEARCH AT HOH.DE
www.smart-infosys.com

46. V e VERTRAULICH
rtraulich
www.smart-infosys.com

47. V e VERTRAULICH
rtraulich
www.smart-infosys.com

48. V e VERTRAULICH
rtraulich
SEMANTIC WEB – TECHNICAL
FOUNDATIONS
www.smart-infosys.com

49. V e VERTRAULICH
rtraulich
The Semantic Web brings information into a
machine-interpretable form
„Everything“ is clearly identified by a URI
Information is expressed in triples: subject, predicate, object
RDF: simple language for expressing data models which refer to
resources
RDFS and OWL: formal language to describe properties and
classes of RDF-based resources
=> foo:digital-camera rdfs:subClassOf foo:camera
SPARQL: Query-language for the Semantic Web
The range of products and services is described by means of
domain-specific ontology's (standards):
www.smart-infosys.com

50. V e VERTRAULICH
rtraulich
HOW DOES MY DATA GET INTO
THE SEMANTIC WEB?
www.smart-infosys.com

51. V e VERTRAULICH
rtraulich
Means to get offers into the Semantic Web
Web-based Instantiation-Tools
Web-Shop Software (e.g. Intershop Enfinity, osCommerce,…)
CMS Export (Joomla/VirtueMart,…)
Database export
Google Shopping Converter
Virtuoso Sponger Technology (Converter for existing APIs)
BMEcat2GoodRelations Converter
RDF2dataRSS Web Service & Python Bindings
Microsoft Word Plug-in
and many more
www.smart-infosys.com

52. V e VERTRAULICH
rtraulich
Company portal: Semantic company directory of
the Austrian Chamber of Commerce
www.smart-infosys.com

53. V e VERTRAULICH
rtraulich
Instantiation-tool: Good Relations Annotator
Link: http://www.ebusiness-unibw.org/tools/goodrelations-annotator/ www.smart-infosys.com

54. V e VERTRAULICH
rtraulich
Instantiation-tool 2: Open Events
www.smart-infosys.com

55. V e VERTRAULICH
rtraulich
Export from existing portals: Simskultur.net
www.smart-infosys.com

56. V e VERTRAULICH
rtraulich
Export from existing portals: Simskultur.net
www.smart-infosys.com

57. V e VERTRAULICH
rtraulich
CMS Export: Joomla/VirtueMart Extension
www.smart-infosys.com

58. V e VERTRAULICH
rtraulich
Webshop-Export: osCommerce Extension
www.smart-infosys.com

59. V e VERTRAULICH
rtraulich
SEMANTIC WEB – PARADIGM-
SHIFT IN E-COMMERCE AND
ONLINE-MARKETING
www.smart-infosys.com

60. V e VERTRAULICH
rtraulich
Web of Data – Paradigm shift in
E-Commerce and Online-Marketing
Massive reduction of search costs
“Content remains King but Context becomes the Sun King“
More efficient marketing for niche players
Reduction of entry barriers for special-interest Portals
Massive increase of Revenue Potentials in Affiliate-Marketing
Massive increase of efficiency and effectiveness in Online-
Marketing
…
www.smart-infosys.com

61. V e VERTRAULICH
rtraulich
Benefit from First-Mover-Advantage!
Put your business onto the Semantic Web!
Relevant information:
Smart Information Systems: http://www.smart-infosys.com/
ebSemantics (tourism): http://www.ebsemantics.net/
WHAT & WHY: in 15 minutes:
http://www.slideshare.net/mhepp/a-short-introduction-to-
semantic-webbased-ecommerce-the-goodrelations-vocabulary-
presentation
b) HOW - Developer Resources
http://www.ebusiness-unibw.org/wiki/GoodRelations
www.smart-infosys.com

62. V e VERTRAULICH
rtraulich
Contact:
Markus Linder
Smart Information Systems GmbH
1040 Vienna, Phorusgasse 8
AUSTRIA
Tel: +43 (0)1 890 53 18-0
office@smart-infosys.com
http://www.smart-infosys.com
Follow me on Twitter: http://twitter.com/markuslinder/
Newsletter subscription: office@smart-infosys.com
www.smart-infosys.com