Semantic Web Media Summit - Keynote
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,471
On Slideshare
3,104
From Embeds
367
Number of Embeds
7

Actions

Shares
Downloads
23
Comments
0
Likes
4

Embeds 367

http://www.myweb20.it 248
http://paper.li 74
http://www.linkedin.com 28
https://www.linkedin.com 11
http://twitter.com 3
https://twitter.com 2
http://tweetedtimes.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Michael S. DunnSemantic Web Media Summit#semanticmedia | @glemakNew York – 09/14/11
  • 2. Semantic Web & Media•  Problem: State of Media & Content – The Media Industry has been in catch-up mode since the web started – How can we get ahead of the curve and maximize the utilization and value of our content?•  Solution: Structuring of Content – Improve Production | Distribution – Enhance Consumption | Monetization
  • 3. Semantic Web & Media• The Constant Transitional State of Media – Traditional/Original: Shifted to the Web – Now: Social | Mobile | Local | Aggregation – Tomorrow: Expect More Demand – Focus: From Reactive to Proactive – Timing: Now or Sooner
  • 4. Semantic Web & Media•  Why Foster a Sense of Urgency – Velocity of Content Requests are Increasing •  Proliferation of Devices | Inbound Access •  Don’t Ignore IPv6 – Markets are Continuously Changing – Audience Requirements are Shifting •  Real-Time | Niche | Thematic | Contextual
  • 5. Semantic Web & Media•  Hearst as an Example – Private | Diverse | Decentralized – Creating Content for Multiple Industries – TV | Magazines | Newspapers – Cable | B2B | Marketing | Web Only – Short Text | Long Form – Videos | Photos | Slideshows | Audio
  • 6. Semantic Web & Media•  Technology Assumptions – Existing Content Management Systems •  Content exists in Silos •  Mostly Single Use Content •  Both Centralized & Diverse •  Simple Processes Required – Limited Journalists | Editors | Creators •  Inability to Grow Staff to meet Demand
  • 7. Semantic Web & Media•  Technology Assumptions – Workflow changes are Complex – A Technology Stack Perspective •  Shift Focus from Commodity to Innovation •  Resources focused on Revenue Opportunities
  • 8. Semantic Web & Media•  Return on Investment for Content – What Markets exist for our Content? – Have we already “paid” for this content? •  By creating it ourselves •  By licensing it from others •  Via a related or partner entity – Analytics | Metrics Must Exist •  For Granular Content Elements •  Not just Pages Published
  • 9. Semantic Web & Media SEARCH > SEO > CPM CONTEXT CONTENT ADVERTISING SENTIMENT
  • 10. Semantic Web & Media•  No Longer Just About Context of Content – Context of Audience is a Priority – Getting the Right Content – To the Right “Identity” – Via the Right Mechanism – At the Right Time – All Via Bucketed Personalization
  • 11. Semantic Web & Media•  Goal: Ability to Treat Content like Data – Organize it Better – Describe it Better – Discover it Better – Analyze it Better – Expose it Better – Repurpose it Better
  • 12. Semantic Web & Media•  Content as Data – Automated Metadata – Semi-Automated via Selection Process – Systemic via Devices | Tools – Content Optimization •  Cleansing | Normalizing •  Allow Self Describing •  Make it Harvestable
  • 13. Semantic Web & Media•  Content on the Web Assumptions – Google doesn’t trust Metadata – Aggregators Ignore Layout Preferences – SEO is a Constantly Changing Game – Audience | Traffic Drivers •  40% Brand | Marketing •  30% Search •  30% Social
  • 14. Semantic Web & Media•  What is the Semantic Web? – Descriptive Markup Techniques for Content – Links Associated with Content – Links Between Content Entities – Rich Metadata about Content – Meant to Foster Machine Readability
  • 15. Semantic Web & Media•  Semantics of Semantic Web – Do Not Get Overwhelmed by the Lexicon – Linked Data | Web 3.0 – Ontology | Vocabulary | Taxonomy – Triples | Turtle | OWL | Sparql – rdf | rdfa | microdata | microformats
  • 16. Semantic Web & Media•  Why Media Industry should be interested in the Semantic Web – Create Efficiencies During Content Creation – Better Understand Content Already Available – Insure Discoverability of Content – Take Advantage of Opportunities
  • 17. Semantic Web & Media•  Structured Content Landscape – Community Driven Standards – RDFa •  W3C •  IPTC - rnews •  Facebook – Opengraph – Microformats – Linked Open Data
  • 18. Linked Open Data
  • 19. Semantic Web & Media•  Structured Content Landscape – Microdata (html5) •  Schema.org •  Google Rich Snippets •  Focused Primarily on Search •  Vendor Driven - Community Critiqued
  • 20. Semantic Web & Media•  Structuring Content Creates – Deeper Entity Extraction – Generates Richer Metadata – Generates Better Tags & Links – Associates Related Content – Generates Reusable Structured Content – Improve Workflows •  Reporting | Research | Editorial | Production
  • 21. Semantic Web & Media•  Why is Structured Content More Relevant – Accessibility – Interoperability – Allows Value Assessment – Meaningful Relationships – Searchable – Discover Sentiment – Maximize Reusability
  • 22. Semantic Web & Media•  Value Your Content – Utilize Open Standards – Insure Data Portability – Aim for Broadest Solution – Avoid Vendor Lock-In – Own Your Structured Content•  Consider Drupal – 2 Way Semantic CMS
  • 23. Semantic Web & Media•  Goals to Consider: Productivity – Reduce Time to Market – Increase Insight – Improve Consistency – Create a “Toolkit” for “Owned” Content
  • 24. Semantic Web & Media•  Goals to Consider: Content – Increase Usage – Lower Cost to Produce – Improve Discoverability – Leverage 2 Way Structured Content
  • 25. Semantic Web & Media•  Goals to Consider: Audience – Improve User Experience – Increase Levels of User Engagement – Allow Better Personalization & Targeting – Enable a Content API
  • 26. Semantic Web & Media•  Goals to Consider: Revenue – Enhance Existing Streams – Enable Net New Opportunities – Integrate with Semantic Ecosystem •  Advertising •  Search •  Social •  Aggregation
  • 27. Semantic Web & Media (Framework) Search Social (SEO/SEM) Networks Contextual Audience (SMM) Advertising Web Data Networks Browser Mobile+ Partners Exchange Services (SAAS) html api xml microformats rss OWL RDFa tagging node specific Layout Bus UX sentiment machine-readable NLP contextualization Analysis metadata CRM entity Semantic Bus relationships extraction findability syndication attributes Ontologies Vocabularies CMS Categories DAM<@glemak>
  • 28. Semantic System Architecture (Inform) Author  ‣  Content Creation Services ‣  Semantic Data Repository ‣  Semantic Data Analysis ‣  Content Selection Algorithms ‣  Webservices ‣  Content Distribution Services  Audience Content Selection Algorithms ‣  Semantic Analysis of Content ‣  Algorithms > Editorial Criteria ‣  Maximize Relevancy/Relatedness ‣  Maximize Click-Through ‣  Maximize Monetization
  • 29. Semantic Web & Media•  Utilization by Media Companies – Web Content Management •  Automated Topic Pages •  Text Mining | Entity Extraction •  Deep Categorization •  Related Content | Media | Tagging – Social Media – Business Intelligence – Recommendations
  • 30. Semantic Web & Media•  Focus on Semantic Web – Academia | Researchers | Standards | Entrepreneurs – Need Enterprise Engagement•  How to Start… – Lead with Revenue Enhancement Opportunities – Show How to Solve Business Problems – Show How to Measure Results
  • 31. http://about.me/glemak