Tocquigny

This article is part three in a series on trends in web user experience - things that marketers should be paying attention to, both now and in the future.

• Part 1: User-generated tagging
• Part 2: Social networking and social marketing
• Part 3: The semantic web

What is the Semantic Web?

"The Semantic Web" is a phrase that has been thrown around quite a bit in recent years - and while many people may have heard the phrase, most do not actually understand what it means. Essentially, the semantic web is about creating a common language for websites to begin talking to each. It is a set of principles that promote separating content from intended delivery platforms and providing hooks for separate systems to integrate with each other.

Most of what is considered as "web content" today is only viewable through a web browser on a computer and can only be interacted with in the pre-defined ways provided by the site. The semantic web opens the door for anyone to create new and meaningful ways to visualize, consume, and interact with web content.

A Mashup Example: The Semantic Web in Action

Mashups — web experiences that remix data and functionality from multiple sources on the Internet — are good examples of the semantic web in action.

Tocquigny recently created a Google Maps mashup for World Vision, a leading non-profit humanitarian organization, that really demonstrates the semantic web in action. Combining data provided through a web service from World Vision with the mapping capabilities of Google Maps, Tocquigny created a tool that allows users to see children in need of sponsorship across the world. Potential donors could select locations throughout the globe and then be presented with the faces of children needing sponsorship for their consideration. Once a child is selected, users were then seamlessly transferred through the online sponsorship process.

Because World Vision and Google Maps both adhered to the open principles of the semantic web, we were able to remix this information and functionality to create a more useful way of navigating that translates into increased effectiveness for World Vision.

A Brief Vocabulary Lesson: RSS, XML, and Web Services

There are many technologies that can be used to create open content for the semantic web, and it can be difficult for marketers to keep them all straight. Here are some high-level definitions of the most common technologies at work to power the semantic web:

XML - A simple text-based data file format used primarily for transferring information between two systems. XML is essentially a common language that all technology systems are learning to speak, if they don't speak it already.

RSS - A specific type of XML file for communicating news or blog content. RSS feeds are the most common way to open up regularly changing content, such as press releases, for the semantic web.

Web Services - Pieces of a software program or web site that are exposed for third party systems to interact with, often providing a question/answer dialog. For example, web services allow any website to ask an airline if a flight is delayed and receive a answer back that can be displayed in any format.

What does this mean for marketers?

• Marketers should open up their content via RSS feeds and web services to allow other sites to use it in new, creative ways - this can increase the reach of a brand and allow consumers to create brand-building experiences that marketers might never of have thought of.
• Marketers should also be looking into creating their own mashups, combining their content with other content or functionality on the web and creating unique ways for users to interact with their websites.