Content 2.0: Next Generation Content Management Tony Pietrocola, president [email_address] www.TenthFloor.com

Agenda Current Situation Where we’re going Drivers of change Will Content 2.0 catch up to Web 2.0 Intersection of WCM and Next Generation Web Content Routing RDF Semantic Technologies Q & A

Current Situation

Where we’re going

Drivers of change

Will Content 2.0 catch up to Web 2.0

Intersection of WCM and Next Generation Web

Content Routing

RDF Semantic Technologies

Q & A

Harnessing Content

Remember Reagan and the Pony!

Current Situation Please send help! Rigid enterprise-wide CMS implementation Most content is created as individuals It’s difficult to collect these artifacts Format, structure and meta data are weak No clear definition of “enterprise content”

Rigid enterprise-wide CMS implementation

Most content is created as individuals

It’s difficult to collect these artifacts

Format, structure and meta data are weak

No clear definition of “enterprise content”

It’s Thunderdome! Controlled by small number of individuals Primary concern is publishing (multi) Everyone loves their desktop Existence of “low-overhead” collaboration tools Global organizations with varying priorities Meta data ignorance

Controlled by small number of individuals

Primary concern is publishing (multi)

Everyone loves their desktop

Existence of “low-overhead” collaboration tools

Global organizations with varying priorities

Meta data ignorance

New World Order

Where We’re Going Scrum anyone? Content “born” from multiple sources - Wikis - Blogs - Discussion groups Flexible WCM and meta data Unified presentation of multiple sources User generated content will shape communications Meta data over search!

Content “born” from multiple sources

- Wikis

- Blogs

- Discussion groups

Flexible WCM and meta data

Unified presentation of multiple sources

User generated content will shape

communications

Meta data over search!

Drivers of Change Consumers expect instant access to everything! Digital natives entering workforce, boomers gone! Control is decentralized through cross functional teams Knowledge experts are taking ownership Collaboration is fun, less pressure and changing the way we work Out with the… In with the…

Consumers expect instant access to everything!

Digital natives entering workforce, boomers gone!

Control is decentralized through cross functional teams

Knowledge experts are taking ownership

Collaboration is fun, less pressure and changing

the way we work

The Cold War Deep analysis (timeless) Conflicting information Consensus Improvement Intermediated Influenced by many factors Controlled Authority (current) Community (future) versus Broad observation (timely) Complimentary information Diversity Innovation Direct Independent Open information

Deep analysis (timeless)

Conflicting information

Consensus

Improvement

Intermediated

Influenced by many factors

Controlled

Broad observation (timely)

Complimentary information

Diversity

Innovation

Direct

Independent

Open information

Collaboration! Single interface access to multiple content types True mobile access No single geographical content source Content will be recognized as an asset Meta data will be usable and actionable Users will control

Single interface access to multiple content types

True mobile access

No single geographical content source

Content will be recognized as an asset

Meta data will be usable and actionable

Users will control

Will Content 2.0 Catch Web 2.0 Web 2.0 has mainly been about: AJAX Tagging Front-end user-experience innovations Content 2.0 will be about: Relevance Device- and platform-independent Structured content to the right people, in the right places, in the right format, at the right time. Source: O’Reilly

Web 2.0 has mainly been about:

AJAX

Tagging

Front-end user-experience innovations

Content 2.0 will be about:

Relevance

Device- and platform-independent

Structured content to the right people, in the right places, in

the right format, at the right time.

Source: O’Reilly

WCM – From Control to Collaboration Designing next-generation enterprise search systems that combine best practices in taxonomies and tagging with search analytics, guided navigation , thesauri, clustering algorithms, and rich result interfaces . and why... Consumers in control Explosion of video Multi channel Globalization Structured and tagged content

Designing next-generation enterprise search systems that combine best practices in taxonomies and tagging with search analytics, guided navigation , thesauri, clustering algorithms, and rich result interfaces .

and why...

Consumers in control

Explosion of video

Multi channel

Globalization

Structured and tagged content

Next Generation WCM Evolution C onversations with customers are most important Simplify integration of systems to support customers and employees Search the enterprise, conversations, people and the world Move ECM from enclosed back office systems to engaging front office systems Source: UBS.com Think UBS!

C onversations with customers

are most important

Simplify integration of systems to

support customers and employees

Search the enterprise, conversations,

people and the world

Move ECM from enclosed back office

systems to engaging front office systems

The Future AI – displacing human beings / human error More systems will be web systems REST* is gaining on SOA You cannot make a better wiki, blog or forum Users will choose the information sources Simple programming models and languages (Rails) Light-weight connecting of systems * Representational State Transfer To Infinity & Beyond!

AI – displacing human beings / human error

More systems will be web systems

REST* is gaining on SOA

You cannot make a better wiki, blog or forum

Users will choose the information sources

Simple programming models and languages (Rails)

Light-weight connecting of systems

Content Routing Source: Communitywiki.org

Resource Description Framework (RDF) Semantics What would you get in Google today? “ I’m looking for a warm place to vacation and I have a budget of $3,000. Oh, and I have an 11-year-old child.” Next generation: The same search would ideally call up a complete vacation package that was planned like a human travel agent. The Technology: This is made possible with the proper WCM and search technology utilizing RDF Semantics.

What would you get in Google today?

“ I’m looking for a warm place to vacation and I have a budget of $3,000. Oh, and I have an 11-year-old child.”

Next generation:

The same search would ideally call up a complete vacation package that was planned like a human travel agent.

The Technology:

This is made possible with the proper WCM and search technology utilizing RDF Semantics.

Semantics and WCM Semantic technology encodes meanings separately from data and content files, and separately from application code. This enables machines as well as people to understand, share and reason with them at execution time. With semantic technologies, adding, changing and implementing new relationships or interconnecting programs in a different way can be just as simple as changing the external model that these programs share.

Semantic technology encodes meanings separately from data

and content files, and separately from application code.

This enables machines as well as people to understand, share

and reason with them at execution time.

With semantic technologies, adding, changing and implementing

new relationships or interconnecting programs in a different way

can be just as simple as changing the external model that these

programs share.

Semantics Enables bridging and interconnection of data, content, and processes Must define, communicate and recode the data structures Semantic technologies are “meaning-centered.” They include tools for: auto-recognition of topics and concepts, information and meaning extraction, and categorization Given a question, semantic technologies can directly search topics, concepts, associations that span a vast number of sources.

Enables bridging and interconnection of data, content, and processes

Must define, communicate and recode the data structures

Semantic technologies are “meaning-centered.” They include

tools for:

auto-recognition of topics and concepts,

information and meaning extraction, and

categorization

Given a question, semantic technologies can directly search

topics, concepts, associations that span a vast number of sources.

Mobile Publishing: The Preferred Channel Mobile publishing – text, video, websites 139 million enabled text phones in US with 80% read rate* Always on and subscribed (e.g. RSS) Mobile is a unifying medium Mobile is a measurement device Mobile is a revenue generator *Source Wall Street Journal

Mobile publishing – text, video, websites

139 million enabled text phones in US with 80% read rate*

Always on and subscribed (e.g. RSS)

Mobile is a unifying medium

Mobile is a measurement device

Mobile is a revenue generator

*Source Wall Street Journal

In summary Establish a conversation with your customers, your employees and the market Give up control and trust and involve your users Meta data over search Content 2.0 is about services, not systems A new generation of users will expect nothing less than: Increased communication Increased knowledge Increased productivity

Establish a conversation with your customers, your employees

and the market

Give up control and trust and involve your users

Meta data over search

Content 2.0 is about services, not systems

A new generation of users will expect nothing less than:

Increased communication

Increased knowledge

Increased productivity

Q&A Tony Pietrocola, president [email_address] www.TenthFloor.com