Rachel Lovinger Presentation

Structure Sets the Content Free
Semantic Web Summit
November 17, 2010
Rachel Lovinger
@rlovinger

About Me: Rachel Lovinger
Associate Content Strategy Director, 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: http://scattergather.razorfish.com
Started a Semantic Web affinity group
Author of Nimble: A Razorfish Report on Publishing in the Digital Age
Photo by Rohanna Mertens

Razorfish creates experiences that build businesses.
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Some Key Facts
Full-service digital agency
One of the largestinteractive marketing & technology companies
Global presence with over 2,000 professionals in 19 cities in 8 countries
Leaderin 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
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Research Question
How can publishing
companies use new and
emerging technologies to
help face the challenges of
transitioning to digital?
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Content needs to be free(like a bird, not like beer)
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Escaping the Container
Digital media doesn’t have the same physical constraints as traditional media
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PHYSICAL MEDIA
Photo by inky

Your Content…
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in Many Channels, Platforms, Devices
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Challenges / Opportunities
MONETIZATION
ENGAGEMENT
DELIVERY
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Transforming Publishing
Photo by Tiago Silva

Experimenting with Linked Data
Multiple digital and traditional channels
Completely reorganized their publishing organization and platform
Extensive use of metadata standards in content publishing
Magazine consortium seeking to define the distribution channel
Media & Entertainment Interviews
Talking Points Memo
Digital Native
Extensive R & D
Development for devices
Exposing NYT Index as Linked Data
Developing new paywall
Unique approach to paid content products
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Structure Sets Content Free
Ironically, it’s more structure that makes content nimble and sets it free.
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Structured Data
Markup that provides more meaning and context
Ad hoc and standard methods of adding structure
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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…
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Semantic Publishing Tools
Add structure & metadata
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Screenshot © 2010 Thomson Reuters

Machine-Assisted Tagging
Extract concepts from the text
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Screenshot © 2010 Thomson Reuters

Semantic SEO
Add and validate formatting that supports rich search display
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Screenshot © 2010 Dapper

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
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Bill Clinton =
President William Jefferson Clinton
President Bush
(George H. W.)
President Bush
(George W.)

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Linked Data
Image by Richard Cyganiak and Anja Jentzsch

Rich Data Services
Connect your content and data to other rich data sources
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Copyright ©2010 Dow Jones & Company, Inc.

One Page per Concept
High SEO value
Aggregates content
Mapped to related data
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BBC © MMX

BBC Music Beta – Artists Pages
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BBC © MMX

Related Content Services
Automatically add related content from a variety of sources
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© 2010 Time Inc.

APIs for content, data, and function
Import data, content, and services
Make content and data available for use by others
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Photo by Rishi Menon

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
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Imagine a Nimble World
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Develop a portfolio of revenue models
Paid Content
Advertising
Other Revenue
Reduce Costs
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Major League Baseball
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© 2001-2010 MLB Advanced Media, L.P.

Online Advertising: Looking Up
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Need to overcome the impression that online inventory is not valuable
Source: eMarketer, May 2010

Mad men Ad with NYT Content
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Source: The New York Times Corporation

Broad Matching: travel
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Copyright © 2010 The New York Times Company

Thematic Matching: Travel
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guardian.co.uk © Guardian News and Media Limited 2010

Brand Protection
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Copyright © 2010 Reurers

New Business Models
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Model by Scott Brinker

Find your audience where they are
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“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

Social Influence
Pages should be properly structured, marked up, and tagged so that when that link shows up on Facebook it includes meaningful copy and imagery
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Become a content distributor
Channels
Devices
Platforms
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2010: iPad
Photo by Christian Van Der Henst S.

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2011: Gestural interface
Source: Fast Company

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2016: Holodeck
Image by Corey Sauve

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
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Advanced Media Monitoring
Do research
Track reactions
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© 2010 Phase 2 Technology

FashionFish
Concept Demo
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what is the brand value?
270 pieces of paper bound together VS. The eyes and ears inside the fashion industry
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Photos by Ian MacKenzie and Art Comments

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Content as a service

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Structured serendipity

Audience as ambassadors
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Audience as ambassadors
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Topic exploration
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Free-to-paid: Premium Content
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Semantic/ rich advertising
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Affiliate / ecommerce tie-ins
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Affiliate / ecommerce tie-ins
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Free-to-paid: Premium Services
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Curation
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Enabling Technologies
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CMS provides structure to your content
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Configure Content Management Systems to support flexible content model
Commercial CMS products (Autonomy, Documentum, SDL Tridion)
Leading open source products (Open Publish/Drupal)
Provide the ability to syndicate content at a granular level
Collection of Articles
Articles
Teaser
Embedded media

Open Publish
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Alexander McQueen’s final collection was a tour de force. Quintessentially McQueen, his final, magisterial collection was a poignant coda to a career characterized by ceaseless invention, curiosity, and lightning flashes of absolute brilliance. The collection was presented in a stately room of white and gold Louis XV boiserie, in what was once the hôtelparticulier of the noble Clermont-Tonnerre family. The models appeared one by one, to the hauntingly beautiful accompaniment of Henry Purcell's Dido and Aeneas (the music that McQueen had been listening to as he created this collection). Their faces were powdered by Peter Philips as wan as van Eyck Madonnas, their heads were bound by Guido Palau like medieval wimples and crowned with bristling Mohican plumes, and they struck attitudes that recalled the iconic images of the Byzantine empress Theodora.
McQueen himself had worked on each of the sixteen looks, elaborately draping each on the stand (“He hated too many seams,” explained Sarah Burton, the designer's long-term collaborator and now head of design of the house that bears his

Vocabularies improve portability
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Leveraging tags and structure from popular vocabularies makes content portable
Dublin Core
FOAF
Good Relations
Need for industry specific vocabulary
Easier integration with partners
Ecommerce
Mashups

SEMANTIC TAGS Enable content sharing
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3 emerging standards
RDFa – supports the creation of custom and extensible vocabularies
Microformats - re-use existing HTML/XHTML tags to convey metadata
Microdata – gaining adoption with HTML5
No additional infrastructure needed to share content
Embed in Atom or RSS
HTML

Auto-TAGGING brings efficiencies
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Rich Data services coupled with auto-tagging capability help enrich the content
OpenPublish (Drupal) offers built-in integration with Open Calais
Thomson Reuters’ Open Calais service offers tag suggestions for content automatically based on a relevancy score
Efficiencies in content authoring, tagging, and SEO
Leveraging popular tags with added structure facilitates content discovery and consumption
Auto-tagging can be definitely time saving

Calais Terms
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Open data sets make content more comprehensive
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Leverage the wisdom of experts or the crowd
Freebase
Custom ontology /knowledge base
Facilitates the creation of content based products
Not just the core content, but related information

Architecture TIES EVERYTHING together
Greater sharing of content + functionality via mini-applications.
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Gadgets + widgets
Mobile Applications
10 foot Applications
Syndicated Content
Web Properties
Semantic Ad Targeting
Integration Layer
Freebase
RQL/
JSON
Social Graph Enablement
Web Services
Calais
XML/RDF
Semantic Tags (RDFa, Microformat, Microdata)
CMS/ Web application Platform
Industry Specific
Custom
Vocabulary
API

Things you should be doing
To Make Your Content Nimble
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Nimble Checklist
Enhance your content with rich semantic metadata.
Entities
Facts
Events
Integrate your CMS with industry-standard Taxonomy/Vocabulary
Calais
Good relations
Standards based custom vocabulary
Augment your content with machine readable hints to make it truly nimble
XHTML & RFDa
HTML5 & Microdata
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Special Thanks to
Paul Tavernise
Experience Lead
Creator of FashionFish concept demo
Krish Kuruppath
Technology Director
Architect of the Enabling Technology
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The details
Nimble is available at: http://nimble.razorfish.com(References many of the technologies, vendors, and services mentioned in this presentation.)
Follow us on Twitter: @NimbleRF
For more information, contact:Eric MooreSVP, Media & Entertainment Grouperic.moore@razorfish.com
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Questions?
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Rachel Lovinger Presentation

by mediabistro.com on Nov 18, 2010

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Rachel Lovinger Presentation — Presentation Transcript