I have just returned from the
Web 3.0 Conference & Expo that I chaired two days ago. I am exhausted, but happy it turned out a great success. It has also brought up (as one can see in the recent articles on
ReadWriteWeb) some concerns and a very select "technologically stalinist" comments, as I like to call them.
One for instance, reported on the first
Keynote, from
Amiad Solomon, the CEO of
Peer39:
Semantic Web" Making Advertising More Relevant to Consumers. The concerns were that the conference, as well as
positioning of "web 3.0" alongside
advertising, semantic or not, is wrong. A lot of people were surprised. For instance, check the comments in the aforementioned RWW article. I have also shot a few comments, most visceral, as I was both surprised at their surprise, and then shocked at the level of both immaturity and totalitarianism in mentality of certain people associated with the "
Semantic Web" community. Let me explain:
First off, I don't understand why semantic advertising is negated by some commenters, in saying that semantic tecnhologies are not/should not be about advertising, but about improving the
user experience, content, etc. True, I say. But why (as is implicit on these assertions) advertising should not have a user experience that needs improved? As the argument of these comments goes, advertising is but a sliver from the total
market revenues from various sources on
the Internet (content, enterprise, etc. being the most). Ok, that explains why Semantic Web has largely been an enterprise IT success (in
ETL,
data integration, etc.) but not yet in
consumer mainstreaming. As I explained previously,
Web 3.0 is about customizing/personalizing user experiences, making them relevant, social, in an intelligent digital command center of a user's "digital life" (and perhaps in the future not just digital). That is fine and dandy, but if you agree with that, why advertising needs to be perceived as "evil"? I think lots of people still don't get it or don't want to get it: if you want consumer (not enterprise) adoption, you need (beyond a cool technology that few non-technical geeks can understand their value proposition in non-technical concepts) product
marketing, positioning, etc. The stuff that your regular "hippie" IT guy hates: the
business and product strategy. I have worked in many a technology company and this is no different than the typical developers/R&D v. the "suits" stupid friction. It seems some people viewed the fact that we started the conference with a keynote on semantic advertising as an attempt to hijack semantic web to the realm of advertising solely. Nothing else more wrong than that, let me just say. So, if we started with a keynote on "semantic puppies", then the conference would have been perceived as an attempt to define web 3.0 as dogs? This doesn't make any sense at all.
Second, the neverending "suits" v. devs friction is stupid and needs to be gotten over. Peer39 is an example of a success in semantic technologies that happens to apply it to advertising, in making it more relevant and its user experience better, compared to other types of advertising. I will be sure to start the next event, in April 09, with a keynote on "semantic puppies" then, to ease some concerns.
Then, some comments on the RWW article mention, beg, bitch, become downright nasty (
Please, Squash That Web 3.0 Cockroach) and unprofessional, about the use of versioning
the web. These folks' comments remind me of their complete misunderstanding of real business functions (those same ones seem to not realize a few fundamental facts - listed below), and by the contradiction inherent in their arguments: one the one hand they are upholders and data and application freedom, so true democrats indeed, and on the other they want advertising dead (because it's "evil"), they see the entire business/market machinery as wrong. To them, let me just say: aside from the fact that I would prefer reasoned arguments versus diatribes and pontifications that the semantic community has been full of (which contributed to the lack of almost no success in adoption of a killer app, in explaining clearly its value proposition to non-technical folks, such as users, "suits", etc.) - it's more convenient to hide behind the asynchronicity of a blog (versus trying to raise the same bitching within the conference itself, as this will always be an open forum and an attempt to bring success and mainstreaming by collaborative definition); it's also more convenient to deny what you can't understand. And by the way, while largely Semantic Web projects are excellent academic projects, they have not proved to yet be successful businesses. But then again, perhaps building a business is not their intent, and that is ok too. However, someone will always have to pay the bills (for people who enjoy the peace of their R&D office): typically, that has been either the user, or advertisers (through advertising). If anyone has in mind anything else, hats off, that would revolutionize the way markets are moving and have, for the last 200 years +.
In other words, if you hate "web 3.0" so much, you must also hate web 2.0 and web 1.0. And I give you credence, because the web is one, not many, and the user doesn't care about nomenclature, but they also don't care whether the reason an application makes their life better is 1,2,3, semantic or what have you. In the end, it's about improving their experiences anywhere; it's about hiding the seams of technology (making it invisible) behind solving important problems. This is why I don't think "Semantic Web" has potential to generate passion in users: because they don't care about technology (outside of our own circle). On the other hand in order to achieve user success, we need monikers that everybody easily understands: we only have a few seconds attention (because of information overload, a phenomenon
Web 2.0 has brought about, which 3.0 wishes to solve). While Web 2.0 has gone through the same rounds of denials, O'Reilly has made it clear that the term is a marketing, not a strict definitional term. And that we need this, if we want user adoption, and business/market success. For the latter, we also need either advertising, or subscription (if we don't just want enterprise adoption, which frankly, is conveniently easier to build since the environment is more controlled and the audience is more technical in nature so they understand tech language). My hunch is that as much as some of us hate advertising (and by expansion, marketing), this is not dissimilar to the neverending research in mass/popular culture sociology on "conspicuous consumption" brought about advertising and marketing. While this may be true, I urge you to try living without advertising/marketing, but if you must hate
online advertising and semantic forms of it, then you must also remove/deny any other forms of it, including
Yellow Pages, directory assistance, PSAs, etc. I am not so sure how would you be able to find out about products that may interest you then. But then perhaps you don't need products because you don't want to be relegated to a consumer, but want to be a holistic person. That's a great feeling, and some of us marketing technologists are working on new models that humanize marketing and advertising to make it more relevant (Peer39 is one, check my earlier posts for others, etc.). But to throw the baby with the bath water is downright dangerous, immature, and proves basic misunderstanding of what makes markets work.
And that my friends right there, explains how come none of the anti-advertising, "hippy", contenders of Web 3.0, advertising (semantic or not), have been able to explain what they bring to the user and business/market at large as value, and why we still keep having these definitional arguments over and over again. To those, I wish they prove me wrong, come up with revolutionary business models, are successful in obtaining user adoption. The moment they do so, rest assured I will give them the "mic" on my blog and they will have an assured future keynote of the Web 3.0 Conference. Until then, might I suggest: less talkie, more productie? Otherwise put, less complaining, more paying the bills.
Fundamental facts:
1. Users don't care about technology - they care about using apps that improves their lives and experiences;
2. Users don't know what "semantic web" means;
3. Advertising and marketing are not evil per se - poor/irrelevant applications of it are;
4. Business success is based on the right combination of business acumen (strategies, product marketing, sales, business development, etc.) and technology. Not one, not the other, both in tandem;
5. Saying "semantic is not about advertising" is no different than saying "semantic is not about web" - semantic is a technology; it could be applied to the web, but it could also be only applied to enterprise data integration controlled environments;
6. Denying 3.0 to "web 3.0" logically impies denial of "web 2.0" as well;
7. "squash the cockroach" type comments to "web 3.0" misunderstands the role of marketing and product strategy to a technology;
8. We can't advocate data democracy (in the Semantic Web) while denying one application of it in advertising. That's just being inconsistent and contradictory. Frequent visceral commenting on it = technological stalinism/anti-democracy;
I have lost more to say, but am getting tired and repeating my beliefts over and over. It is clear to me that some members of our community have an overall different perspective on life, technologies, business, etc. and a visceral one at best (myself included). The one thing I have been trying to do is help our community not "come together in harmony to a same definition" but provide a forum for "agreeing to disagree". But when I hear comments such as the visceral ones above, I can only think of the burning of books in Nazi Germany. Not nice, not nice at all.