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Mike Dunn Presentation

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  • 1. Michael S. Dunn Semantic Technology for Media - It’s All About Context Boston - Semantic Web Summit 11/17/10
  • 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. 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. 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. 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. Semantic Technologies • Traditional Media Elements –Brand –Content –Advertising –Search • SEO: Platform • SEM: Augment
  • 7. Semantic Technologies • Digital Content Types –Text –Photo –Video –Images –Slideshow –Applications
  • 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. 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. Semantic Technologies • Technology Economics –Less Capital Intensive • More Cloud • More SAAS/PAAS –Resources • Focused on Revenue Opportunities • Minimal on Mundane
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. http://about.me/glemak

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