Michael S. Dunn
Semantic Technology for Media - It’s All About Context
Boston - Semantic Web Summit
11/17/10
Context - Hearst
• A private diversified media company, one of nations largest
• Made up of six divisions - different indu...
Context - CTO Roles
• Hearst Interactive Media
– Enterprise Technology
– Venture Technology
– Strategic Relationships
– Ac...
Context - Relationships
• Advisory Board Roles
– Mochila: Media
Marketplace
– Infoworld: CTO Advisory
Council
• Technology...
Moments of Change
• Hanna-Barbera: Cartoon Network
• FCB: Internet 101
• Dell Online: eCommerce
• Time-Warner: AOL & Enter...
Semantic Technologies
• Traditional Media Elements
–Brand
–Content
–Advertising
–Search
• SEO: Platform
• SEM: Augment
Semantic Technologies
• Digital Content Types
–Text
–Photo
–Video
–Images
–Slideshow
–Applications
Semantic Technologies
• Disruption
–Traditional Audiences Shifting Interest
• A Push “Only” Model not Desired
• Local & Th...
Semantic Technologies
• Transformation
–Traditional to Digital
–Scheduled & Formulaic to Any When & How
–Changing Infrastr...
Semantic Technologies
• Technology Economics
–Less Capital Intensive
• More Cloud
• More SAAS/PAAS
–Resources
• Focused on...
Semantic Technologies
• Changing Demand
–Global Audience
• Towards Ubiquitous Connectivity
–Adoption of Mobile & Social
• ...
Semantic Technologies
• Broadening Supply
–Brand Matters, but…
–Search & Advertising Adopting
• Findable & Relevant
–Excha...
Semantic Technologies
• Why Urgency towards Semantic?
–Search & Advertising Adopting
–Changing Audience Value Chain
• Loya...
Semantic Technologies
• Changing Revenue Drivers
–Audience: Monetized by Size
–Brand: Mobile Apps
–Content: Maximizing Usa...
Semantic Technologies
• Content as Data
–Automated Metadata
–Semi-Automated via Selection Process
–Systemic via Devices & ...
Semantic Technologies
• Contextualizing Non-Structured Content
– Deeper Entity Extraction
– Generate Richer Metadata
– Gen...
Semantic Bus
CMS DAM
CRM
Advertising
Networks
Web
Services
(SAAS)
Browser Mobile+ Partners
xml rssapi RDFa
Analysis
Audien...
Semantic Technologies
• Semantic Tool Experiences
–Nstein (OpenText)
• TME - Text Mining Component
• Entity/Relevance/Tone...
Semantic Technologies
• Semantic Tool Experiences
–iCrossing (Integrated Marketing)
• SEO/SEM/SMM
• Towards Semantic
–Info...
Inform - Semantic System Architecture
Author 
‣ Content Creation Services
‣ Semantic Data Repository
‣ Semantic Data Anal...
Semantic Technologies
• The Business of Semantic Technology
– Academia, Researchers, Standards, Entrepreneurs
• Using Sema...
http://about.me/glemak
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semantic technologies for media - it's all about context

  1. 1. Michael S. Dunn Semantic Technology for Media - It’s All About Context Boston - Semantic Web Summit 11/17/10
  2. 2. Context - Hearst • A private diversified media company, one of nations largest • Made up of six divisions - different industry focus – Hearst Television – Hearst Magazines – Hearst Newspapers – Hearst Entertainment – Hearst Business Media – Hearst Interactive Media • Mostly domestic operations except International Magazines, Funds & Fitch Ratings
  3. 3. Context - CTO Roles • Hearst Interactive Media – Enterprise Technology – Venture Technology – Strategic Relationships – Academic Relationships – Innovation Program – Emerging Media • Time-Warner • Dell Online • Encoda • Technology Leadership – True North/FCB – Turner – Hanna-Barbera Studios
  4. 4. Context - Relationships • Advisory Board Roles – Mochila: Media Marketplace – Infoworld: CTO Advisory Council • Technology Advisor – Brightcove – Gomez – EMC – Hearst Portfolio: Start-Ups • Board Membership – Ballston Spa National Bank • Academia – Columbia MS in Technology Management: Mentor – MIT Media Lab: Sponsor/Coordinator – Northwestern-Kellogg: Coordinator Executive Education
  5. 5. Moments of Change • Hanna-Barbera: Cartoon Network • FCB: Internet 101 • Dell Online: eCommerce • Time-Warner: AOL & Enterprise Oppts • Hearst: Web 2.0 & Semantic Web
  6. 6. Semantic Technologies • Traditional Media Elements –Brand –Content –Advertising –Search • SEO: Platform • SEM: Augment
  7. 7. Semantic Technologies • Digital Content Types –Text –Photo –Video –Images –Slideshow –Applications
  8. 8. Semantic Technologies • Disruption –Traditional Audiences Shifting Interest • A Push “Only” Model not Desired • Local & Thematic Cornerstones Threatened –New Models Growing Rapidly • Pull & Share Models Gaining Popularity • Audiences are Dynamic & Active • Media not only from Traditional Sources • Anyone: Create, Distribute, Promote & Measure
  9. 9. Semantic Technologies • Transformation –Traditional to Digital –Scheduled & Formulaic to Any When & How –Changing Infrastructure & Margins –Exploring New Markets & Channels –Big Complex Platforms • Slow to Adapt to New Model Requirements
  10. 10. Semantic Technologies • Technology Economics –Less Capital Intensive • More Cloud • More SAAS/PAAS –Resources • Focused on Revenue Opportunities • Minimal on Mundane
  11. 11. Semantic Technologies • Changing Demand –Global Audience • Towards Ubiquitous Connectivity –Adoption of Mobile & Social • True 24/7/365 Demand • Proliferation of New Methods & Devices –Velocity of Content Requests • IPv6 will accelerate Nodes
  12. 12. Semantic Technologies • Broadening Supply –Brand Matters, but… –Search & Advertising Adopting • Findable & Relevant –Exchanges = Longer Viability –Improve Access to & Usefulness of –Structured & Contextualized More Valuable
  13. 13. Semantic Technologies • Why Urgency towards Semantic? –Search & Advertising Adopting –Changing Audience Value Chain • Loyalty & Engagement –Change Takes Time • Workflow • Culture • Business Models • Technology: Impact & Implementation
  14. 14. Semantic Technologies • Changing Revenue Drivers –Audience: Monetized by Size –Brand: Mobile Apps –Content: Maximizing Usage –Data: Leverage Analytics/Opportunities <ABCD by: Andrew Davies of ideo>
  15. 15. Semantic Technologies • Content as Data –Automated Metadata –Semi-Automated via Selection Process –Systemic via Devices & Tools –Content Platform Optimization • Cleansing & Normalizing • Self Describing • Harvestable
  16. 16. Semantic Technologies • Contextualizing Non-Structured Content – Deeper Entity Extraction – Generate Richer Metadata – Generate Tags & Links – Associate Related Content – Generate Reusable Structured Content – Improve Workflows • Reporting & Research • Editorial & Production
  17. 17. Semantic Bus CMS DAM CRM Advertising Networks Web Services (SAAS) Browser Mobile+ Partners xml rssapi RDFa Analysis Audience Search (SEO/SEM) html Social Networks (SMM) OWLmicroformats metadata entity extraction contextualization attributes relationships machine-readable syndication Ontologies Vocabularies Categories findability NLP Layout Bus node specific UX sentiment tagging Data Exchange <@glemak> Media Framework - Semantic Technologies
  18. 18. Semantic Technologies • Semantic Tool Experiences –Nstein (OpenText) • TME - Text Mining Component • Entity/Relevance/Tone/Sentiment Analysis • Librarians on Staff –Zemanta • Journalist Training Plug-In • Tags/Links/Related Content
  19. 19. Semantic Technologies • Semantic Tool Experiences –iCrossing (Integrated Marketing) • SEO/SEM/SMM • Towards Semantic –Inform (Mochila) • Semantic Web Service - Marketplace Integration • Content Enrichment Solution to Increase: – Customer Engagement – Page Views – Revenue
  20. 20. Inform - Semantic System Architecture 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
  21. 21. Semantic Technologies • The Business of Semantic Technology – Academia, Researchers, Standards, Entrepreneurs • Using Semantic Technology for Business – Content Management – Social Media – Business Intelligence • Lead with Revenue Enhancement Opportunities – Show How to Solve Business Problems – Show How to Measure Results
  22. 22. http://about.me/glemak

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