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Semantics in Publishing & Media



Presentation by Rachel Lovinger, content strategy lead at Razorfish, at Smart Content: The Content Analytics Conference, October 19, 2010, http://smartcontentconference.com

Presentation by Rachel Lovinger, content strategy lead at Razorfish, at Smart Content: The Content Analytics Conference, October 19, 2010, http://smartcontentconference.com



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  • For those that are not familiar with Razorfish, we’re a digital agency that focuses on creating experiences that build businesses. These are a few of our recent projects…
  • The research question we posed to ourselves
  • And what we found is that content needs to be free. Digital content needs to be free to go where and when people want it most.It has to be mobile, and it has to be social.
  • Of course, the reason digital content has so thoroughly changed the playing field is that it no longer has to be tied to a physical container.
  • Take, for example, the BBC. This is an interesting case because, although they have been doing broadcast news for a long time, they never did print journalism. They first published text-based news on the web and never had to work out all the details of the print production process. So here’s an article on their website…
  • But it also appears in many other digital channels: content aggregators, different devices, different social services. They have to be aware of how their content gets to all these places and how their audience engages with it once it’s there.The story: http://news.bbc.co.uk/2/hi/business/10168684.stmMobile version of the story: http://news.bbc.co.uk/2/mobile/business/10168684.stm
  • We focused on these three areas of challenge/opportunity.[Explain them]
  • But we found that, for the most part, publishers need to transform the way they approach their business. The key to success in the digital realm is going to be developing new products and services that continue to align with the brand’s core value while providing unique, meaningful experiences to your audience.One of the first steps in that transformation, is making the content they create more Nimble. So, how do they go about doing that?
  • Primarily, we found is that, what really makes content nimble, what makes it possible to quickly and easily take advantage of new opportunities, form new partnerships, or develop products for new platforms, is to create content that is well-structured and has rich metadata – making it modular, well-defined, and ready to create useful relationships to other content and data. So, beyond HTML and RSS, there are other things that can be done to add meaningful structure to content, and there are tools that can be used to help add useful tags and metadata to content. And the more of this that you can set up in the publishing process, the better prepared you will be to invent new content products and partnerships. Now, we’re going to walk you through an experience to demonstrate some of the concepts and principles covered in the report, and then we’ll talk about the underlying technologies behind it.
  • Removes the guess work so systems can interpret data
  • Add structure + metadataDevelop new products more quickly & easilyContent management tools that incorporate a wide range of structure and metadata capabilities Create and publish content encoded with semantic markup and meaningful metadataNot necessary to understand all the underlying codeStreamlines the publishing processMakes it faster, easier, and cheaper to bring new content products to marketExamples: Open Publish, Jiglu Insight
  • Streamlines the process of tagging content by extracting concepts on a pageSuggests a set of consistent tags for each piece of contentContent producer approves or rejects each suggested tagExamples: OpenCalais, TextWise, Tagaroo
  • You may have noticed that Yahoo, Google, and Bing have all begun displaying useful information right in the results. They do this by using rich metadata embedded in the pages to highlight specific kinds of content. There are tools that add semantic markup to the content that will help take advantage of these new display features, or validate existing markupExamples: Google Rich Snippets Testing Tool, Inbenta, Semantify
  • A web of connections between equivalent conceptsKnown IDs become a tool for translating any set of IDs
  • Enhance content with linked dataImport additional information, assets, services, and user-generated contentImprove SEOObtain additional data and content for application developmentData set may already include map to other desirable data and services
  • Enhance existing pagesIdentify key conceptsPlace assets and information on the page or link to relevant offsite contentVideo, images, user-generated reviews, tweets, Wikipedia entries, etc. Allows producers to create rich pages without spending a lot of time manually searching for related assets.Examples: Apture, Evri (?), Headup, NewsCred, Zemanta
  • As a content producer, being nimble is about quick adaptation and preparation for future opportunities
  • We need to go further than XML, RSS
  • What will content publishers be doing differently?
  • The value of content will lie in being able to provide a desired product or service, not just the content itself.MLB has a free iPhone app with some functionality, but also has an app available for purchase, with premium content such as live streaming audio, video, and pitch-by-pitch coverageA variety of different services, for different devices, for a range of pricesSubscribe to team alerts, Player alerts, or get a day pass alerts $.99MLB.com At Bat - $14.99
  • eMarketer benchmarks its US online advertising spending projections against the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data, for which the last full year measured was 2009; online ad data includes categories as defined by IAB/PwC benchmark—banner ads (static display), search ads (including paid listings, contextual text links and paid inclusion), rich media, video (including in-stream, in-banner, in-text), classified ads, sponsorships, lead generation (referrals) and e-mail (embedded ads only); excludes mobile ad spending.
  • New opportunities for high-value advertising will include unique approaches that use the digital content itself.Media industry and advertisers can collaborate to create ads that are more engaging, relevant, and ultimately more effective.
  • Ads that are contextually relevant to the content can be more engaging and ultimately more effective.Fairly broad matching
  • A little more specific…Analyzing content pages for message, context, or mood, and inserts relevant adsCreates highly desirable ad inventoryAudience targeting, without the privacy concerns of behavioral targeting
  • Semantic ad targeting tools include protection against unfortunate term-matching.
  • Partner on product development – Either license your content to a developer for a fee, or share in the proceeds of the product they develop with your contentAffiliate partnership – More accurate matching of links to contentValue-add – Offer free content that drives sales of paid services, products, or devices.Reduce costs – Use tools that help automate parts of the process.Make production processes more efficient so you can produce more content, in more formats, often with a smaller staff.
  • Create unique modes of interaction and the optimal types of experiences for each platformContent must be nimble in order to: Reduce development time for current and next generation devices Anticipate the needs of platforms that don’t even exist yet Make everything seamlessly work together
  • Track Twitter, social networks, blogs, discussion boards, content sitesTrack a brand, industry, domain or topicWith semantic capabilities:more accurate relevancesentiment analysis Track ongoing stories and audience reactionExamples: Imooty, Inbenta, Lexalytics, Tattler

Semantics in Publishing & Media Semantics in Publishing & Media Presentation Transcript

  • Semantics in Publishing & Media
    Smart Content Conference
    October 19, 2010
    Rachel Lovinger
  • About Me: Rachel Lovinger
    Content Strategy Lead, Razorfish, NYC
    Member of Razorfish’s Media & Entertainment Practice
    Previously worked on websites at Time Inc.
    Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com
    Started a Semantic Web affinity group
    Author of Nimble: A Razorfish Report on Publishing in the Digital Age
    Photo by Rohanna Mertens
  • Razorfish creates experiences that build businesses.
  • Some Key Facts
    Full-service digital agency
    One of the largestinteractive marketing & technology companies
    Global presence with over 2,000 professionals in 19 cities in 8 countries
    Leaderin web design and digital marketing according to Forrester
    $60 billion of media managed across the PublicisGroupe network
    We focus on creating value within the online channel
  • Research Question
    How can publishing
    companies use new and
    emerging technologies to
    help face the challenges of
    transitioning to digital?
  • Content needs to be free(like a bird, not like beer)
  • Escaping the Container
    Digital media doesn’t have the same physical constraints as traditional media
  • Your Content…
  • in Many Channels, Platforms, Devices
  • Challenges / Opportunities
  • 11
    Transforming Publishing
    Photo by Tiago Silva
  • Structure Sets Content Free
    Ironically, it’s more structure that makes content nimble and sets it free.
  • Structured Data
    Markup that provides more meaning and context
    Ad hoc and standard methods of adding structure
    For example: Microformats
    <span class="vevent">
    <span class="summary">This presentation was given</span>
    on <span class="dtstart">2010-10-19</span>
    at the Smart Content Conference
    in <span class="location">New York, NY</span>.
  • Structured Data
    Standard methods of adding structure
    Dublin Core – an ISO standard defining 15 common metadata elements
    FOAF (Friend of a Friend) – relationships between people
    RDF – a model for expressing metadata as triples
    OWL – adds semantic meaning
    SKOS – expresses structured controlled vocabularies, taxonomies
  • Semantic Publishing Tools
    Add structure & metadata
    Screenshot © 2010 Thomson Reuters
  • Machine-Assisted Tagging
    Extract concepts from the text
    Screenshot © 2010 Thomson Reuters
  • Semantic SEO
    Add and validate formatting that supports rich search display
    Screenshot © 2010 Dapper
  • Unique IDs
    People can usually tell by context, but a machine needs a unique identifier to be able to make connections or distinctions
    Every person, place or thing has its own ID
    Bill Clinton =
    President William Jefferson Clinton
    President Bush
    (George H. W.)
    President Bush
    (George W.)
  • 19
    Linked Data
    Image by Richard Cyganiak and AnjaJentzsch
  • Rich Data Services
    Connect your content and data to other rich data sources
    Copyright ©2010 Dow Jones & Company, Inc.
  • One Page per Concept
    High SEO value
    Aggregates content
    Mapped to related data
    BBC © MMX
  • BBC Music Beta – Artists Pages
    BBC © MMX
  • Related Content Services
    Automatically add related content from a variety of sources
    © 2010 Time Inc.
  • APIs for content, data, and function
    Import data, content, and services
    Make content and data available for use by others
    Photo by Rishi Menon
  • Beyond Layout
    Tagging systems that express:
    Usage – which get fed to the mobile app, what part gets extracted as a tweet, which bits are sent to a Facebook page
    Trust – source of information, and where they fit in your circle
    Value & Entitlements - which parts are free for everyone, which parts are premium, which are available only to mobile subscribers
    Versioning – managing variations on content you already possess
  • Imagine a Nimble World
  • Develop a portfolio of revenue models
    Paid Content
    Other Revenue
    Reduce Costs
  • Major League Baseball
    © 2001-2010 MLB Advanced Media, L.P.
  • Online Advertising: Looking Up
    Need to overcome the impression that online inventory is not valuable
    Source: eMarketer, May 2010
  • Mad men Ad with NYT Content
    Source: The New York Times Corporation
  • Broad Matching: travel
    Copyright © 2010 The New York Times Company
  • Thematic Matching: Travel
    guardian.co.uk © Guardian News and Media Limited 2010
  • Brand Protection
    Copyright © 2010 Reurers
  • New Business Models
    Model by Scott Brinker
  • Find your audience where they are
  • 36
    “The old portal model has given way to a social model, and you have to have your content threaded into that.”
    – Martin Nisenholtz, SVP, Digital Operations, The New York Times
  • Social Influence: Audience Ambassadors
    Pages should be properly structured, marked up, and tagged so that when that link shows up on Facebook it includes meaningful copy and imagery
  • Become a content distributor
  • 39
    2010: iPad
    Photo by Christian Van Der Henst S.
  • 40
    2011: Gestural interface
    Source: Fast Company
  • 41
    2016: Holodeck
    Image by Corey Sauve
  • The editor becomes a curator
    Content and data from a variety of sources
    Ongoing stories
    Archived content adds new context and meaning
    Also managing ad partnerships, data partnerships, multi-channel delivery, and new product development
  • Advanced Media Monitoring
    Do research
    Track reactions
    © 2010 Phase 2 Technology
  • Conclusion
    Successful publishers
    Understand and harness the relationship with their audience
    Develop new, engaging products for them
    Provide content in a wide range of formats, platforms, and experiences
    Invest in the emerging technologies that best align with their business strategies
  • The details
    Nimble is available at: http://nimble.razorfish.com
    Follow us on Twitter: @NimbleRF
    For more information, contact:Eric MooreSVP, Media & Entertainment Grouperic.moore@razorfish.com
    Illustrations by Fogelson-Lubliner (http://fogelson-lubliner.com)