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Linked Content Now!

Why and how to use schema.org

for dialogic marketing communication?

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Linked Content Now! Teodora Petkova | KGC2023

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Linked Content Now!

Everything is connected to everything, why isn’t our marketing content connected to everything?

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Linked Content Now!

It’s time for smarter marketing through Linked Content.

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Linked Content Now!

Here’s How

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Teodora in Knowledge Graphs Wonderland

[The Ethos]

PhD: Digital Marketing Communications – Aspects of Content
Books: “The Brave New Text” (2016), “Being Dialogic” (2024)
Works: Ontotext - KG with Marketing Content; Wordlift (Product and Content Knowledge Graphs rabbit holes and client wonders), Teaching students at FH Joanneum “Writing, Editing, Curating”
Wonders: Content writing and the Semantic Web forever!

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Back to Basics

[The Pathos]

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Ted Nelson

in Herzog's

"Lo and Behold"

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Linked Content Now!

[The Logos]

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Part I: Remember What Linked Content Is?

Getty’s definition of structured content
Semantic Technologies in Content Management Systems
Atomic structures

Part II: Know Why We Need It Now?

Jumpstart Brew: Connecting the Beans
Solid: An Ecology Of Being
A Ship in the Night: Your marketing sucks

Part III: Do Linked Content Now?

In Theory: Being Digital+Dialogic PR Theory Framework + Schema.org Affordances
In Practice: Summary of Research Results

Linked Content Now! Teodora Petkova | KGC2023

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🦉 Part I: What Linked Content?

“Structured content means organizing and treating digital content like data, with the goal to establish a single source of content truth that enables us to “create once, publish everywhere” (Flagg, 2013)”

Stephan, Annelisa, Amelia Wong et al.

In: Redesigning Getty.edu with Structured Content.

MW2020: MuseWeb 2020. Published February 26, 2020.

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Structured

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🦉 Part I: What Linked Content?

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🦉 Part I: What Linked Content?

Do it like they do it on BBC channel!

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Imagined

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☮️ Part II: What Linked Content?

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Intertwingled

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☮️ Part II: Why Now?

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☮️ Part II: Why Now?

Who let the PEOPLE out?

Who, who, who, who, who?

Who let the PEOPLE out?

Who, who, who, who, who?

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☮️ Part II: Why Now?

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Another Blast from the Past: Everyday Life of a Consumer in Cyberspace (1998!)

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☮️ Part II: Why Now?

Why would I let you (your ad, your brilliant marketing) in my space?

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☮️ Part II: Why Now?

Why would I let you in my POD?

[A Blast from 3rd SEMIC workshop in Ghent, Belgium for interoperable Personal Data Spaces.]

And vice versa:

In the BBC's new product, users' data is stored in Solid Pods and only shared with the BBC if they choose

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☮️ Part II: Why Now?

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“The consumer isn’t a moron; she is your wife [navigating the Web]. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”

Linked Content Now! Teodora Petkova | KGC2023

David Ogilvy. Pink mine.

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☮️ Part II: Why Now?

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Did you say information? Did you say give it? Maybe give it as a collection of data published on the Web.

Re-enter the bag of chips!

Linked Content Now! Teodora Petkova | KGC2023

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Inter scriptum

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[Gov 2.0 Expo 2010: Tim Berners-Lee, "Open, Linked Data for a Global Community"]

“This single package of information actually is a collection of data and attributes that have been developed by multiple parties”

Linked Content Now! Teodora Petkova | KGC2023

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🎓Part III: How Linked Content Now?

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Not a ship in the night:

Understand dialogue, add schema.org and stir

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Findable, useful, linked ….AND

🎓Part III: How Linked Content Now?

DIALOGIC

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🎓Part III: How Linked Content Now?

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“Dialogic communication refers to ‘any negotiated exchange of ideas and opinions’ . It encompasses an organization’s efforts to engage in an open, honest, and ethical relationship with its publics [...] An organization’s use of dialogic communication to build relationships with the public shares the same quality of an individual’s dialogs in interpersonal relationships. Both processes involve interactions that involve trust and aim to develop satisfactory relationships. ”

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🎓Part III: How Linked Content Now?

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🎓Part III: How Linked Content Now?

Caveat: Dialogic communication is not trivial…

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🎓Part III: How Linked Content Now?

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🎓Part III: How Linked Content Now?

I enriched that by interweaving approaches often taken separately, namely dialogue, digital marketing communication and semantic annotation.

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The Web of Data (schema.org as a low-hanging fruit)

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Principles	Corresponding marketing communications content	Availability of a schema.org Type	Why the principles (and the use of schema.org to annotate their corresponding content) are important for user engagement (DRIP) on the Web?
Dialogic Loop Opportunities to send messages on the site. Fill out survey instruments. Express opinions on issues. Online feedback option Chat forum. Subscribe for news and tips	Contact page. Feedback page. Forum page (dedicated community website). Newsletter.	https://schema.org/ContactPage https://schema.org/DiscussionForumPosting https://schema.org/ContactPoint	The fragmented, non-linear customer journey. A complex continuum of mediated interaction. Whom do I contact in case of a broken device?

Linked Content Now! Teodora Petkova | KGC2023

And I hope Krishnamurti and Bohm :) would excuse my hybris!

A framework was born

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From Theory to Practice

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How schema.org is used by S&P 500 ESG companies to build dialogic relationships on the Web

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🎓Part III: How Linked Content Now?

Summarized research results.

Companies with a clearly stated online presence and proven development of semantic technologies do approach publishing content with a view to the data that would aid in the search and visibility of that content, facilitating dialogical communication through machine-mediated, contextualized interaction. Essential parts of the content such as company contacts, name, logo, and location are often annotated. There are also more specific elements of the content that are annotated, demonstrating to some extent a knowledge and willingness to take advantage of the potential of formalizations through the schema.org vocabulary. Such annotations include content related to transactional relationships, such as product pages, offers, and pricing information.

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The Dialogic Loop Principle
Express opinions on issues	Discussion forum. Contact form. Open comments to web content.	schema:DiscussionForumPosting; schema:Organization; schema:Rating; schema:ContactPage
Frequent publishing of news and/or u-to-date information	News. Press releases. Reports. Descriptions of open job positions. News. Blog posts.	AnalysisNewsArticle AskPublicNewsArticle BackgroundNewsArticle OpinionNewsArticle ReportageNewsArticle ReviewNewsArticle schema:NewsArticle schema:BlogPosting schema:JobPosting
Online feedback option	Contact form. Comments under content pieces.	schema:comment
Express opinions on issues	Discussion forum.	schema:DiscussionForumPosting
Chat forum (Chatbot)	-	https://schema.org/speakable
Subscribe for news and tips	Newsletter	-
Useful Information Principle
Presence of updated information	Mission statements. Contacts. Company information.	schema:Organization; schema:ContactPoint schema:AboutPage schema:ContatPage schema:Corporation schema:Organization schema:Person schema:JobPosting

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We are now in the position to make molecular text and connect our marketing to everything.

Instead of an Epilogue

“An expression of an idea or train of thought can include a multidimensional network of pointers to further elaborations or arguments, which can be invoked or ignored. The structure of the text should be imagined like a complex molecular model. Chunks of information can be reordered, sentences expanded, and words given definitions on the spot. These linkages can be embeded either by the author at “publishing” time or later by readers over time.”

Being Digital. Negroponte.

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Knowledge graphs (assemblages* of Linked Data) can hold the space for such smarter marketing.

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For “assemblages” see: https://link.springer.com/chapter/10.1057/9781137383969_11 AND Assemblage theory: coping with complexity in technology enhanced language learning https://files.eric.ed.gov/fulltext/ED600974.pdf I am not going to read the definition of assemblage in the Assemblage theory, but want you to go there and read. I promise a chocolate feeling for the knowledge graph lover. An assemblage is comprised of objects and their connections, which combine to make up interconnected arrangements with their own functional properties and capacities. An object can be anything that has an effect on the world: humans, technology, animals, policies, or opinions. An assemblage can be any arrangement of objects: a football team, a zoo, a large-multinational, or a language classroom. Key to an assemblage is its co-functioning; that an object’s capacities only become realised in relation to other objects. For example, a teacher may use a mobile device to revise a particular language point. The technology on its own does not have the capacity to be used for language teaching.

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The dialogic content framework is open: bit.ly/LinkedContentNow

teodorapetkova.com

Let’s DO linked content now!

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