The Web 1.0 to 3.0 Semantic Web

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The Web is a System of interlinked documents accessed via the internet.

Web browsers use HTTP to communicate with Web servers.

You can wiew Web pages and use hyperlinks to navigate betwen them.

People can easilly access any of these documents

This is the largest source of information ever

This is Web 1.0

Authors started to use Ajex

People started to share photos and videos

People started to interact in social networks

People started to publish content in blogs

People started to contribute in wikis

People started to use tags and RSS

This is the Read-Write Web

This is Web 2.0

The Problem

Web pages are written in HTML

HTML describes the structure of information

HTML describes the syntax not the semantics

If computers can understand the meaning behnind information they can learn what we are interested in they can help us better find what we want. This is really what the Semantic Web is all about.

This is Web 3.0

A Simple idea: a technology so effect that every mind can make a living of tis creativity, instantly

Today’s Web is about documents

The Semantic Web is about things

It can recognize people, places, events, companies, products, movies , etc.

It can understand the relationships between things

When the web can understanding content it can better safisfy the requests of people and machines

Metadata comes down to making statements about the world in a manner that machines can understand unambiguously. A common language for understanding content across all applications and readers.

Solutions, Solution : Top Down

Information analysis, web scraping, natural language processing

Expensive ! Human intervention, hard to maintain, legal issues

Solution: Bottom Up

Embedding semantical annotations into the data

How ?

Available options: RDFa and microformats


RDF is Resource Description Framework

RDF is a W3C standard for describing resources in the web

RDF identifies things using URIs (Uniform Resource Identifiers)

RDF uses simple statements (Triples) to describe things

Thing-Property-Value : Subject-Predicate-Object

RDF graph representation


N3 (Notation3)

RDFa=RDF in attributes

RDFa provides a set of XHTML attributes that express RDF data

Even at an enterprise level, open API’s are expanding the reach of smaller companies. The databases will start talking to each other, and then magic happens. Its no longer about building a massive site and driving traffic to it. Marketing will become about creating content that can travel throughout any site. A social network press release containing richer snippets of content, video, tags, links, rss feeds, podcasts. Let the audience ue it as they please.

Raw hosted services that powered Web 2.0 will become the engines of Web 3.0. As an army of RSS feeds provide live data feeds to third party applications. Consumers won’t need to worry about the underlying technologies. Content and applications are sold simply as a service available on demand.

Example: Alice in Semantic Wonderland

Alice is a blogger who publishes articles at

She wants to declare the license of her work

She wants to specify title and creator of an article

But there is no such attributes in XHTML

She can use Dublin Core vocabulary

Dublin: Dublin, Ohio, USA

Core: only the core elements of metadata

She wants to give Bob proper credit when she posts his photos

She wants to display her name, email and phone

She can use Friend-of-a-Friend vocabulary

She wants to list her friends

SPARQL (SPARQL Protocol And RDF Query Language)

SPARQL is a query language for RDF data

You can search for “fiiends of Alice who created items whose title contains ‘Bob’’’


microformats are simple conventions for embedding semantics in HTML

designed for humans first, and machines second

No namespaces, No new tags

Built uopn existing standards vCard, iCalendar, Atom, etc.

Hcard (HTML vCard) represents people, companies, places and organizations

hCalendar (HTML iCalendar) Represents calendar events

hReview Represents reviews of products, services, businesses, events, etc.

hResume represents resumes

Yahoo Tech uses hReview for product reviews

LinkedIn uses hResumes for resumes

YahooUpcoming uses hCal for events


Tools, privacy, trust, applications, devices

“I have a fream for the Web in which computers become capable of analysing all the data on the Web” – Tim Berners-Lee, 1999 Inventor of the Web

The Semantic Web is not a separate Web but an extension of the current one. The Semantic Web will begin to unlock this making content both more accessible and more understandable. Brands will have to be relevant to situations and settings. They will release rather than push assets into these ecosystems in order to enhance the virtual media experience.

Brand Assets will need to be codified (e.g. RDF)

  • Brands will need to employing a concious brand strategy in their implementation of semantic technologies, content, and meta-data
  • Data will need to encapsulate concepts such as brand rationalization, brand equity, and brand leveraging.

Merketing departments should won the data

  • What content with what data and why
  • How it projects the brand
  • Distribution of data through formal and informal networks
  • Structuring relationships between data and business objectives
  • Tracking and measuring impact of various content
  • Leveraging other peoples data
  • Quality control

markerting and IT will havt to work together.

If you haven’t started thinking about the impact on your organization, your customers and your marketing requirements, remember, the clock is always ticking.

It is really happening today

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