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

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. Four Ways to Compete: Real World Examples 6. Why Thomson Reuters cares

Organizing Your Content is the First Step Today: Years • Your Great economics Novels don’t support Scient. Shelf Life Pubs metadata creation Legacy News • The value of New your metadata Gen News is high Status Seconds Updates, • The value of Tweets your Latency aggregated ds metadata on rs is extremely a c Ye Se high

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

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.

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.

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 both IPTC news codes & ‘social tags’ that use everyday terms • Automatically tag the people, places, companies, facts & events in content • Automatically integrate archived materials

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.

Case Study: Content Ops & Topic Hubs 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

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.

Case Study: Optimizing Ad Placement 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.

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.

Case Study: Localization 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: 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

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 with ‘intelligent information.’ • The days of surviving as a ‘walled garden’ of content are over. • ‘Crowdsourcing’ Q&A creates faster, better, stronger software.

Also… it’s a good thing: Investigative journalism FOIA: Calais Web Company:Contract Con- Service Company:Affiliation tracts Big Fuzzy Graph News Calais Web Company:Person Service FamilyRelation 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

QUESTIONS? Thomas.Tague@ThomsonReuters.com www.opencalais.com viewer.opencalais.com

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

by Krista Thomas on Sep 30, 2009

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