Semantics in Publishing & Media


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Presentation by Rachel Lovinger, content strategy lead at Razorfish, at Smart Content: The Content Analytics Conference, October 19, 2010,

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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: version of the story:
  • 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 $ 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

    1. 1. © 2010 Razorfish. All rights reserved. SEMANTICS IN PUBLISHING & MEDIA Smart Content Conference October 19, 2010 Rachel Lovinger @rlovinger
    2. 2. © 2010 Razorfish. All rights reserved. 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: ‣ Started a Semantic Web affinity group ‣ Author of Nimble: A Razorfish Report on Publishing in the Digital Age Photo by Rohanna Mertens
    3. 3. © 2010 Razorfish. All rights reserved. Razorfish creates experiences that build businesses. 3
    4. 4. © 2010 Razorfish. All rights reserved. SOME KEY FACTS Full-service digital agency One of the largest interactive marketing & technology companies Global presence with over 2,000 professionals in 19 cities in 8 countries Leader in web design and digital marketing according to Forrester $60 billion of media managed across the Publicis Groupe network We focus on creating value within the online channel 4
    5. 5. © 2010 Razorfish. All rights reserved. RESEARCH QUESTION How can publishing companies use new and emerging technologies to help face the challenges of transitioning to digital? 5
    6. 6. © 2010 Razorfish. All rights reserved. CONTENT NEEDS TO BE FREE (LIKE A BIRD, NOT LIKE BEER) 6
    7. 7. © 2010 Razorfish. All rights reserved. ESCAPING THE CONTAINER Digital media doesn’t have the same physical constraints as traditional media 7
    8. 8. © 2010 Razorfish. All rights reserved. YOUR CONTENT… 8
    9. 9. © 2010 Razorfish. All rights reserved. IN MANY CHANNELS, PLATFORMS, DEVICES 9
    10. 10. © 2010 Razorfish. All rights reserved. CHALLENGES / OPPORTUNITIES 10 ENGAGEMENT DELIVERY MONETIZATION
    11. 11. © 2010 Razorfish. All rights reserved.11 Photo by Tiago Silva TRANSFORMING PUBLISHING
    12. 12. © 2010 Razorfish. All rights reserved. STRUCTURE SETS CONTENT FREE Ironically, it’s more structure that makes content nimble and sets it free. 12
    13. 13. © 2010 Razorfish. All rights reserved. STRUCTURED DATA ‣ Markup that provides more meaning and context ‣ Ad hoc and standard methods of adding structure ‣ For example: Microformats 13 <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>. </span>
    14. 14. © 2010 Razorfish. All rights reserved. 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 ‣ Etc… 14
    15. 15. © 2010 Razorfish. All rights reserved. SEMANTIC PUBLISHING TOOLS ‣ Add structure & metadata 15 Screenshot © 2010 Thomson Reuters
    16. 16. © 2010 Razorfish. All rights reserved. MACHINE-ASSISTED TAGGING ‣ Extract concepts from the text 16 Screenshot © 2010 Thomson Reuters
    17. 17. © 2010 Razorfish. All rights reserved. SEMANTIC SEO ‣ Add and validate formatting that supports rich search display 17 Screenshot © 2010 Dapper
    18. 18. © 2010 Razorfish. All rights reserved. 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 18 Bill Clinton = President William Jefferson Clinton President Bush (George H. W.) President Bush (George W.)
    19. 19. © 2010 Razorfish. All rights reserved.19 LINKED DATA Image by Richard Cyganiak and Anja Jentzsch
    20. 20. © 2010 Razorfish. All rights reserved. RICH DATA SERVICES ‣ Connect your content and data to other rich data sources 20 Copyright ©2010 Dow Jones & Company, Inc.
    21. 21. © 2010 Razorfish. All rights reserved. ONE PAGE PER CONCEPT ‣ High SEO value ‣ Aggregates content ‣ Mapped to related data 21 BBC © MMX
    22. 22. © 2010 Razorfish. All rights reserved. BBC MUSIC BETA – ARTISTS PAGES 22 BBC © MMX
    23. 23. © 2010 Razorfish. All rights reserved. RELATED CONTENT SERVICES ‣ Automatically add related content from a variety of sources 23 © 2010 Time Inc.
    24. 24. © 2010 Razorfish. All rights reserved. APIS FOR CONTENT, DATA, AND FUNCTION ‣ Import data, content, and services ‣ Make content and data available for use by others 24 Photo by Rishi Menon
    25. 25. © 2010 Razorfish. All rights reserved. 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 25
    26. 26. © 2010 Razorfish. All rights reserved. IMAGINE A NIMBLE WORLD 26
    27. 27. © 2010 Razorfish. All rights reserved. DEVELOP A PORTFOLIO OF REVENUE MODELS ‣ Paid Content ‣ Advertising ‣ Other Revenue ‣ Reduce Costs 27
    28. 28. © 2010 Razorfish. All rights reserved. MAJOR LEAGUE BASEBALL 28 © 2001-2010 MLB Advanced Media, L.P.
    29. 29. © 2010 Razorfish. All rights reserved. ONLINE ADVERTISING: LOOKING UP Need to overcome the impression that online inventory is not valuable 29 Source: eMarketer, May 2010
    30. 30. © 2010 Razorfish. All rights reserved. MAD MEN AD WITH NYT CONTENT 30 Source: The New York Times Corporation
    31. 31. © 2010 Razorfish. All rights reserved. BROAD MATCHING: TRAVEL 31 Copyright © 2010 The New York Times Company
    32. 32. © 2010 Razorfish. All rights reserved. THEMATIC MATCHING: TRAVEL 32 © Guardian News and Media Limited 2010
    33. 33. © 2010 Razorfish. All rights reserved. BRAND PROTECTION 33 Copyright © 2010 Reurers
    34. 34. © 2010 Razorfish. All rights reserved. NEW BUSINESS MODELS 34 Model by Scott Brinker
    35. 35. © 2010 Razorfish. All rights reserved. FIND YOUR AUDIENCE WHERE THEY ARE 35
    36. 36. © 2010 Razorfish. All rights reserved.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
    37. 37. © 2010 Razorfish. All rights reserved. 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 37
    38. 38. © 2010 Razorfish. All rights reserved. BECOME A CONTENT DISTRIBUTOR ‣ Channels ‣ Devices ‣ Platforms 38
    39. 39. © 2010 Razorfish. All rights reserved.39 Photo by Christian Van Der Henst S. 2010: iPad
    40. 40. © 2010 Razorfish. All rights reserved.40 Source: Fast Company 2011: Gestural interface
    41. 41. © 2010 Razorfish. All rights reserved.41 Image by Corey Sauve 2016: Holodeck
    42. 42. © 2010 Razorfish. All rights reserved. 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 42
    43. 43. © 2010 Razorfish. All rights reserved. ADVANCED MEDIA MONITORING ‣ Do research ‣ Track reactions 43 © 2010 Phase 2 Technology
    44. 44. © 2010 Razorfish. All rights reserved. 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 44
    45. 45. © 2010 Razorfish. All rights reserved. THE DETAILS ‣ Nimble is available at: ‣ Follow us on Twitter: @NimbleRF ‣ For more information, contact: Eric Moore SVP, Media & Entertainment Group ‣ Illustrations by Fogelson-Lubliner ( 45
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