What’s Next: The ‘Linked Content Economy’
Tom Tague
Thomson Reuters
Agenda
1. Intro
2. Organizing your content to drive value
3. OpenCalais / Live Demo
4. I Tagged My Content… Now What?
5. F...
Organizing Your Content is the First Step
Today:
• Your
economics
don’t support
metadata
creation
• The value of
your meta...
How do we get there?
• Use semantic technology to “translate” written
content into something computers can read:
metadata
...
A No Cost Solution: OpenCalais
• A Thomson Reuters initiative to connect all the world’s
business-relevant content.
• A fr...
Semantic Tech 101: Metadata Generation
1. You feed your stories into an
extraction engine
2. It categorizes the stories; f...
Live demo
The OpenCalais Viewer
http://viewer.opencalais.com
I Tagged My Content… Now What?
Use your metadata to:
• Get Efficient
• Get Engaged
• Get Smart
• Get Specialized
Get Efficient – Cut Costs
• Streamline content ops to drive editorial productivity
• Automatically categorize content with...
Get Engaged – Add Value to the Experience
• Improve search & navigation to make it easy for
readers to find what they want...
Using OpenCalais to:
• Aggregate & organize content in new ways.
• Automatically produce topic-based sites.
• Improve sear...
Get Smart – Improve Distribution & Advertising
• Optimize search engine ranking through better SEO.
• Inform advertising p...
Using OpenCalais to
• Improve ad placement, connecting partners & advertisers
with relevant, quality content.
• Achieve de...
Get Specialized – Pick a Niche and Own it.
• Triage content based on local relevance & impact
• Triage content based on pr...
Using OpenCalais to:
• Produce regional microsites that ‘super-serve’
communities with relevant news (Chicago, LA, etc.).
...
Case Study: Do it all
Using OpenPublish, a semantically enabled CMS to:
• Contain costs: Streamline content operations & i...
Related Articles, More from this Author, etc.
Coming soon to TNR: Topic Hubs
Why Thomson Reuters Cares
• Its mission is to connect all the world’s business-
relevant content to provide professionals ...
Also… it’s a good thing: Investigative journalism
FOIA:
Con-
tracts
Calais Web
Service
Company:Person
FamilyRelation
News ...
QUESTIONS?
Thomas.Tague@ThomsonReuters.com
www.opencalais.com
viewer.opencalais.com
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OpenCalais @ UC Berkeley Media Technology Summit 9/29/09

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@TomTague, OpenCalais initiative lead from Thomson Reuters provided an overview of how automated metatagging can help publishers compete.

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OpenCalais @ UC Berkeley Media Technology Summit 9/29/09

  1. 1. What’s Next: The ‘Linked Content Economy’ Tom Tague Thomson Reuters
  2. 2. Agenda 1. Intro 2. Organizing your content to drive value 3. OpenCalais / Live Demo 4. I Tagged My Content… Now What? 5. Four Ways to Compete: Real World Examples 6. Why Thomson Reuters cares
  3. 3. Organizing Your Content is the First Step Today: • Your economics don’t support metadata creation • The value of your metadata is high • The value of your aggregated metadata is extremely high Seconds Years Seconds Years Status Updates, Tweets New Gen News Legacy News Scient. Pubs Great Novels Latency ShelfLife
  4. 4. How do we get there? • Use semantic technology to “translate” written content into something computers can read: metadata – 5th grade English class: break content down into its core elements: the entities, facts and events it contains. • Use the metadata to make meaningful connections between people, places, companies, etc. in related stories – both your own and those of other publishers • Use the metadata to enhance your content with relevant data sets, information and media assets out on the open Web
  5. 5. A No Cost Solution: OpenCalais • A Thomson Reuters initiative to connect all the world’s business-relevant content. • A free service that brings new efficiencies and productivity to publishers and content curators. • The fastest, easiest way to categorize your content, and tag the entities, facts and events therein.
  6. 6. Semantic Tech 101: Metadata Generation 1. You feed your stories into an extraction engine 2. It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you 3. Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.) 4. You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc.
  7. 7. Live demo The OpenCalais Viewer http://viewer.opencalais.com
  8. 8. I Tagged My Content… Now What? Use your metadata to: • Get Efficient • Get Engaged • Get Smart • Get Specialized
  9. 9. Get Efficient – Cut Costs • Streamline content ops to drive editorial productivity • Automatically categorize content with both IPTC news codes & ‘social tags’ that use everyday terms • Automatically tag the people, places, companies, facts & events in content • Automatically integrate archived materials
  10. 10. Get Engaged – Add Value to the Experience • Improve search & navigation to make it easy for readers to find what they want. • Automatically populate recommendation widgets & related stories sidebars • Automatically create ‘topic hubs’ on trending issues & breaking news • Automatically integrate relevant data, related media, information from Wikipedia entries, etc.
  11. 11. Using OpenCalais to: • Aggregate & organize content in new ways. • Automatically produce topic-based sites. • Improve search functionality. • Generate better content recommendations. • Publish product reviews, news articles & blog posts for programmatic use on the open Web Case Study: Content Ops & Topic Hubs
  12. 12. Get Smart – Improve Distribution & Advertising • Optimize search engine ranking through better SEO. • Inform advertising placement and drive click-through • Improve syndication to search engines, news aggregators, ‘recommended reading’ apps., etc.
  13. 13. Using OpenCalais to • Improve ad placement, connecting partners & advertisers with relevant, quality content. • Achieve deeper classification & categorization within its library of 1.7 million pieces of content. • Assign the right story to the right writer at the right time, based on expertise, breaking trends, what’s hot, etc. Case Study: Optimizing Ad Placement
  14. 14. Get Specialized – Pick a Niche and Own it. • Triage content based on local relevance & impact • Triage content based on preferences or behaviors • Triage content based on topic, industry, special interests, perspective, etc.
  15. 15. Using OpenCalais to: • Produce regional microsites that ‘super-serve’ communities with relevant news (Chicago, LA, etc.). • Perform content ‘triage,’ routing the right story to the right section & the right readers. • Automate content ops & drive editorial productivity. Case Study: Localization
  16. 16. Case Study: Do it all Using OpenPublish, a semantically enabled CMS to: • Contain costs: Streamline content operations & increase editorial productivity • Increase Engagement: Offering faceted search, recommended reading sidebars and more • Improve distribution: optimize search engine placement with more accurate, complete metatagging • Innovate: intelligently “mashup” content to create new products, repurpose content for display in new ways
  17. 17. Related Articles, More from this Author, etc.
  18. 18. Coming soon to TNR: Topic Hubs
  19. 19. Why Thomson Reuters Cares • Its mission is to connect all the world’s business- relevant content to provide professionals with ‘intelligent information.’ • The days of surviving as a ‘walled garden’ of content are over. • ‘Crowdsourcing’ Q&A creates faster, better, stronger software.
  20. 20. Also… it’s a good thing: Investigative journalism FOIA: Con- tracts Calais Web Service Company:Person FamilyRelation News Calais Web Service Company:Contract Company:Affiliation Big Fuzzy Graph DocumentCloud – Open Access to Source Materials • Started by reporters from The New York Times and ProPublica • Two dozen publishers and industry assoc. contributing materials • Beta by the end of the year
  21. 21. QUESTIONS? Thomas.Tague@ThomsonReuters.com www.opencalais.com viewer.opencalais.com
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