Rachel Lovinger Presentation


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  • For those that are not familiar with Razorfish, we’re a digital agency that focuses on creating experiences that build businesses. These are a few of our recent projects…
  • The research question we posed to ourselves
  • And what we found is that content needs to be free. Digital content needs to be free to go where and when people want it most.It has to be mobile, and it has to be social.
  • Of course, the reason digital content has so thoroughly changed the playing field is that it no longer has to be tied to a physical container.
  • Magazine publishers are constrained to a certain number of pages – and they MUST fill those pages.
  • Take, for example, the BBC. This is an interesting case because, although they have been doing broadcast news for a long time, they never did print journalism. They first published text-based news on the web and never had to work out all the details of the print production process. So here’s an article on their website…
  • But it also appears in many other digital channels: content aggregators, different devices, different social services. They have to be aware of how their content gets to all these places and how their audience engages with it once it’s there.The story: http://news.bbc.co.uk/2/hi/business/10168684.stmMobile version of the story: http://news.bbc.co.uk/2/mobile/business/10168684.stm
  • We focused on these three areas of challenge/opportunity.[Explain them]
  • But we found that, for the most part, publishers need to transform the way they approach their business. The key to success in the digital realm is going to be developing new products and services that continue to align with the brand’s core value while providing unique, meaningful experiences to your audience.One of the first steps in that transformation, is making the content they create more Nimble. So, how do they go about doing that?
  • In the course of our research, we spoke to decision makers at several media companies that we feel are doing interesting things in the digital realm. [quickly run through them?]
  • Primarily, we found is that, what really makes content nimble, what makes it possible to quickly and easily take advantage of new opportunities, form new partnerships, or develop products for new platforms, is to create content that is well-structured and has rich metadata – making it modular, well-defined, and ready to create useful relationships to other content and data. So, beyond HTML and RSS, there are other things that can be done to add meaningful structure to content, and there are tools that can be used to help add useful tags and metadata to content. And the more of this that you can set up in the publishing process, the better prepared you will be to invent new content products and partnerships. Now, we’re going to walk you through an experience to demonstrate some of the concepts and principles covered in the report, and then we’ll talk about the underlying technologies behind it.
  • Removes the guess work so systems can interpret data
  • Add structure + metadataDevelop new products more quickly & easilyContent management tools that incorporate a wide range of structure and metadata capabilities Create and publish content encoded with semantic markup and meaningful metadataNot necessary to understand all the underlying codeStreamlines the publishing processMakes it faster, easier, and cheaper to bring new content products to marketExamples: Open Publish, Jiglu Insight
  • Streamlines the process of tagging content by extracting concepts on a pageSuggests a set of consistent tags for each piece of contentContent producer approves or rejects each suggested tagExamples: OpenCalais, TextWise, Tagaroo
  • You may have noticed that Yahoo, Google, and Bing have all begun displaying useful information right in the results. They do this by using rich metadata embedded in the pages to highlight specific kinds of content. There are tools that add semantic markup to the content that will help take advantage of these new display features, or validate existing markupExamples: Google Rich Snippets Testing Tool, Inbenta, Semantify
  • A web of connections between equivalent conceptsKnown IDs become a tool for translating any set of IDs
  • Enhance content with linked dataImport additional information, assets, services, and user-generated contentImprove SEOObtain additional data and content for application developmentData set may already include map to other desirable data and services
  • Enhance existing pagesIdentify key conceptsPlace assets and information on the page or link to relevant offsite contentVideo, images, user-generated reviews, tweets, Wikipedia entries, etc. Allows producers to create rich pages without spending a lot of time manually searching for related assets.Examples: Apture, Evri (?), Headup, NewsCred, Zemanta
  • As a content producer, being nimble is about quick adaptation and preparation for future opportunities
  • We need to go further than XML, RSS
  • What will content publishers be doing differently?
  • The value of content will lie in being able to provide a desired product or service, not just the content itself.MLB has a free iPhone app with some functionality, but also has an app available for purchase, with premium content such as live streaming audio, video, and pitch-by-pitch coverageA variety of different services, for different devices, for a range of pricesSubscribe to team alerts, Player alerts, or get a day pass alerts $.99MLB.com At Bat - $14.99
  • eMarketer benchmarks its US online advertising spending projections against the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data, for which the last full year measured was 2009; online ad data includes categories as defined by IAB/PwC benchmark—banner ads (static display), search ads (including paid listings, contextual text links and paid inclusion), rich media, video (including in-stream, in-banner, in-text), classified ads, sponsorships, lead generation (referrals) and e-mail (embedded ads only); excludes mobile ad spending.
  • New opportunities for high-value advertising will include unique approaches that use the digital content itself.Media industry and advertisers can collaborate to create ads that are more engaging, relevant, and ultimately more effective.
  • Ads that are contextually relevant to the content can be more engaging and ultimately more effective.Fairly broad matching
  • A little more specific…Analyzing content pages for message, context, or mood, and inserts relevant adsCreates highly desirable ad inventoryAudience targeting, without the privacy concerns of behavioral targeting
  • Semantic ad targeting tools include protection against unfortunate term-matching.
  • Partner on product development – Either license your content to a developer for a fee, or share in the proceeds of the product they develop with your contentAffiliate partnership – More accurate matching of links to contentValue-add – Offer free content that drives sales of paid services, products, or devices.Reduce costs – Use tools that help automate parts of the process. Make production processes more efficient so you can produce more content, in more formats, often with a smaller staff.
  • Create unique modes of interaction and the optimal types of experiences for each platformContent must be nimble in order to: Reduce development time for current and next generation devices Anticipate the needs of platforms that don’t even exist yet Make everything seamlessly work together
  • Track Twitter, social networks, blogs, discussion boards, content sitesTrack a brand, industry, domain or topicWith semantic capabilities:more accurate relevancesentiment analysis Track ongoing stories and audience reactionExamples: Imooty, Inbenta, Lexalytics, Tattler
  • For the sake of this concept demo, we’ve focused on fashion-related content and features, but these principles could easily be applied to other domains.While this concept demo may include some elements that content providers are doing here and there, what we want to show is how all these elements can come together and leverage semantic principles and technologies to create a rich, new content products. [Hand off to Paul][Reinforce the idea that making content nimble is what’s required in order to quickly & easily develop new products and partnerships.]
  • The first step is: You have to ask yourself what your business is really about. If you come from traditional publishing, is your business about producing a certain kind of product, for example, a magazine, or is it about having the knowledge, the access, and the expertise to share the kind of information and insight that your loyal audience is looking for, in whatever form suits them? Too many businesses are deeply tied to the limitations set by the physical form of the content they produce, and this impacts their organizational structure, their production process, and the form of the content they produce – even down to the length of an image caption. Even businesses that have begun to move into digital will find themselves continuing to do things in a way that made sense for traditional publishing processes, but are now just holding them back. Often people can’t even remember why they do things in certain ways, or on certain schedules, but the traditions have got them stuck in a rut.
  • Like a mix of Homepage, RSS, and Facebook wall – your personal content stream about fashion. The concepts represented in this experience could be applied to be any number of subjects: general news, entertainment, travel, sports, automotive, consumer electronics, pet grooming, etc.We start the experience with a mosaic of fashion content aggregated from industry, publisher, blog and social sources... A fashion reader’s conduit for news, events, perspective and new looks and their platform for collecting, sharing and shopping. More than just something a person reads, it’s a major part of their lifestyle, delivering value to your audience beyond just the content itself. Publisher sponsors can define baseline content sources, and readers can add other suggested sources to personalize their mosaic…Point out: Content sources (magazine, blog, social), Social (most popular by friends), Lookbook (personal and shared), partnerships between content, services & vendors
  • … and can filter content to suit their interests at the moment, fine tuning what appears in that stream. Semantic relationships allow for content discovery via rich filtering on semantics that have been added by editors, automated tagging, and reader contributions. Point out: Seasonal Filters, Fashion Filters (Runway <> Street, Dress <> Casual), Social/Location Filters (My Friends <> Everyone, Near Me <> Worldwide)
  • Within an article, readers are contributing by tagging - in addition to editorial and autotagging - helping deliver the content, and of course, sharing to further distribute the content experience and the publisher’s brandPoint Out: Share, Tag, Add to Lookbook
  • Specific key topics (mostly evergreen) are identified in the content for further exploration Point Out: Designer, Photographer, Event Topics
  • Readers can explore key topics in topic hubs either as a tangent in support of the article content or as a full content experience in itself. Can promote older, archived content that can be newly relevant.Point Out: Designer’s Influences Using archived content – supported by metadata but managed by editors, for example: “see his first show” Using content from other sources
  • Within an article and in the mosaic we saw earlier, there is opportunity to promote relevant premium and paid-only content to the readers, accessible via micro-payments or existing customer subscription relationships. This can also be driven by semantic relationships, showing up automatically on any content where it’s relevant, and displaying a different kind of promotion if the person has already paid for access.
  • There has been a lot of discussion on how the iPad/digital touch-tablet platform necessitates rich advertizing experience, but with semantics, this ad experience can also be matched with and relevant to the content stream of the reader. Leverage the opportunities specifically offered by digital content such as the ability to track, alter and personalize ads quickly and effectively. Audiences are more receptive to highly relevant services and advertising that augment the content experience. Point Out: Ad content changing based on content filters, etc
  • As opposed to regular contextual ads, semantic ad targeting tools include protection against unfortunate term-matching.The difference is in the degree of accuracy.
  • Back to the article, with any photo there is also the opportunity to explore related looks…
  • Related Looks present actual and similar clothes items that match the outfit in the photo as shopping opportunities with partner vendors -- publishing companies can charge affiliates to incorporate their links to related services with the content.If this were another realm of content, aside from fashion, different ecommerce could be offered. For example, with entertainment, it could be add to queue, buy tickets, CDs, DVDs, etc. For sports it could be buy tickets, merchandise, etc.This is also an opportunity to promote related services…Point Out: Shopping direct from Bloomingdales, Barneys <> H&M, J Crew, Similar Looks
  • As well as shopping, relevant partner services can be offered to the reader. Similar to the advertising, partner services can be matched with and relevant to the content stream.If this were another realm of content, aside from fashion, different services could be offered. For example, for travel it could be travel booking services.
  • And finally, Editors will become curators for managing digital content. Not only is the editor responsible for the content itself, but he or she also has to handle user comments, partnerships, dynamic content and integrated services.
  • A CMS content model that allows the creation of fine-grained yet self-describing entitiesGives publishers the ability to syndicate content at a granular level
  • Integration with standards based vocabularies makes content more portableEnables publishers to build content based products and services with partnersNeed to create new standards for industry specific vocabularies
  • Integration with standards based vocabularies makes content more portableEnables publishers to build content based products and services with partners
  • CMS tools providing Machine assisted/ auto-tagging capabilitiesPublishers benefit from efficiencies in content authoring, tagging and SE optimizationCalais offers tag suggestions for content automatically based on a relevancy score. Administrators may choose to apply only certain tags or apply them all.
  • Open data sets such as Freebase makes content more comprehensiveFacilitates the creation of content based products
  • You brand needs to enable transacting on Facebook, yahoo tv gadgets, HP printer appsIt’s definitely the year of the appRDF embedded content published from CMSCMS integrated with rich data servicesLeverage standards based taxonomiesXML, RESTFul Web Services
  • We’ve covered a lot of big ideas in this presentation, and we want to wrap up with a summary of the initial steps we think you need to take with your content and publishing technology in order to get there. Your content needs to be nimble. This will be the key to enabling your business to take advantage of new opportunities and create new content products.
  • There are three of us speaking today, so we’d like to start by introducing ourselves. I’m Rachel Lovinger, I’m a content strategy lead at Razorfish, and I wrote the Nimble report that inspired this presentation. [Each person introduce themselves]
  • Rachel Lovinger Presentation

    1. 1. © 2010 Razorfish. All rights reserved. STRUCTURE SETS THE CONTENT FREESemantic Web Summit November 17, 2010 Rachel Lovinger @rlovinger
    2. 2. © 2010 Razorfish. All rights reserved. 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
    3. 3. © 2010 Razorfish. All rights reserved. Razorfish creates experiences that build businesses. 3
    4. 4. © 2010 Razorfish. All rights reserved. SOME KEY FACTS Full-service digital agency One of the largest interactive marketing & technology companies Global presence with over 2,000 professionals in 19 cities in 8 countries Leader in 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 4
    5. 5. © 2010 Razorfish. All rights reserved. RESEARCH QUESTION How can publishing companies use new and emerging technologies to help face the challenges of transitioning to digital? 5
    6. 6. © 2010 Razorfish. All rights reserved. CONTENT NEEDS TO BE FREE (LIKE A BIRD, NOT LIKE BEER) 6
    7. 7. © 2010 Razorfish. All rights reserved. ESCAPING THE CONTAINER Digital media doesn’t have the same physical constraints as traditional media 7
    8. 8. © 2010 Razorfish. All rights reserved.8 Photo by inky PHYSICAL MEDIA
    9. 9. © 2010 Razorfish. All rights reserved. YOUR CONTENT… 9
    10. 10. © 2010 Razorfish. All rights reserved. IN MANY CHANNELS, PLATFORMS, DEVICES 10
    11. 11. © 2010 Razorfish. All rights reserved. CHALLENGES / OPPORTUNITIES 11 ENGAGEMENT DELIVERY MONETIZATION
    12. 12. © 2010 Razorfish. All rights reserved.12 Photo by Tiago Silva TRANSFORMING PUBLISHING
    13. 13. © 2010 Razorfish. All rights reserved. ‣ 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 13
    14. 14. © 2010 Razorfish. All rights reserved. STRUCTURE SETS CONTENT FREE Ironically, it’s more structure that makes content nimble and sets it free. 14
    15. 15. © 2010 Razorfish. All rights reserved. STRUCTURED DATA ‣ Markup that provides more meaning and context ‣ Ad hoc and standard methods of adding structure 15 <b>Madonna</b> Indicates that the text within the tags should be bold. <H1>Madonna</H1> Indicates that the text within the tags is a headline. <foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a name, as defined in the “Friend of a Friend” vocabulary. <amgID=64565>Madonna</amgID> Indicates that the text within the tags refers to the recording artist Madonna, as described on AllMusic.
    16. 16. © 2010 Razorfish. All rights reserved. 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… 16
    17. 17. © 2010 Razorfish. All rights reserved. SEMANTIC PUBLISHING TOOLS ‣ Add structure & metadata 17 Screenshot © 2010 Thomson Reuters
    18. 18. © 2010 Razorfish. All rights reserved. MACHINE-ASSISTED TAGGING ‣ Extract concepts from the text 18 Screenshot © 2010 Thomson Reuters
    19. 19. © 2010 Razorfish. All rights reserved. SEMANTIC SEO ‣ Add and validate formatting that supports rich search display 19 Screenshot © 2010 Dapper
    20. 20. © 2010 Razorfish. All rights reserved. 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 20 Bill Clinton = President William Jefferson Clinton President Bush (George H. W.) President Bush (George W.)
    21. 21. © 2010 Razorfish. All rights reserved.21 LINKED DATA Image by Richard Cyganiak and Anja Jentzsch
    22. 22. © 2010 Razorfish. All rights reserved. RICH DATA SERVICES ‣ Connect your content and data to other rich data sources 22 Copyright ©2010 Dow Jones & Company, Inc.
    23. 23. © 2010 Razorfish. All rights reserved. ONE PAGE PER CONCEPT ‣ High SEO value ‣ Aggregates content ‣ Mapped to related data 23 BBC © MMX
    24. 24. © 2010 Razorfish. All rights reserved. BBC MUSIC BETA – ARTISTS PAGES 24 BBC © MMX
    25. 25. © 2010 Razorfish. All rights reserved. RELATED CONTENT SERVICES ‣ Automatically add related content from a variety of sources 25 © 2010 Time Inc.
    26. 26. © 2010 Razorfish. All rights reserved. APIS FOR CONTENT, DATA, AND FUNCTION ‣ Import data, content, and services ‣ Make content and data available for use by others 26 Photo by Rishi Menon
    27. 27. © 2010 Razorfish. All rights reserved. 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 27
    28. 28. © 2010 Razorfish. All rights reserved. IMAGINE A NIMBLE WORLD 28
    29. 29. © 2010 Razorfish. All rights reserved. DEVELOP A PORTFOLIO OF REVENUE MODELS ‣ Paid Content ‣ Advertising ‣ Other Revenue ‣ Reduce Costs 29
    30. 30. © 2010 Razorfish. All rights reserved. MAJOR LEAGUE BASEBALL 30 © 2001-2010 MLB Advanced Media, L.P.
    31. 31. © 2010 Razorfish. All rights reserved. ONLINE ADVERTISING: LOOKING UP Need to overcome the impression that online inventory is not valuable 31 Source: eMarketer, May 2010
    32. 32. © 2010 Razorfish. All rights reserved. MAD MEN AD WITH NYT CONTENT 32 Source: The New York Times Corporation
    33. 33. © 2010 Razorfish. All rights reserved. BROAD MATCHING: TRAVEL 33 Copyright © 2010 The New York Times Company
    34. 34. © 2010 Razorfish. All rights reserved. THEMATIC MATCHING: TRAVEL 34 guardian.co.uk © Guardian News and Media Limited 2010
    35. 35. © 2010 Razorfish. All rights reserved. BRAND PROTECTION 35 Copyright © 2010 Reurers
    36. 36. © 2010 Razorfish. All rights reserved. NEW BUSINESS MODELS 36 Model by Scott Brinker
    37. 37. © 2010 Razorfish. All rights reserved. FIND YOUR AUDIENCE WHERE THEY ARE 37
    38. 38. © 2010 Razorfish. All rights reserved.38 “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
    39. 39. © 2010 Razorfish. All rights reserved. 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 39
    40. 40. © 2010 Razorfish. All rights reserved. BECOME A CONTENT DISTRIBUTOR ‣ Channels ‣ Devices ‣ Platforms 40
    41. 41. © 2010 Razorfish. All rights reserved.41 Photo by Christian Van Der Henst S. 2010: iPad
    42. 42. © 2010 Razorfish. All rights reserved.42 Source: Fast Company 2011: Gestural interface
    43. 43. © 2010 Razorfish. All rights reserved.43 Image by Corey Sauve 2016: Holodeck
    44. 44. © 2010 Razorfish. All rights reserved. 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 44
    45. 45. © 2010 Razorfish. All rights reserved. ADVANCED MEDIA MONITORING ‣ Do research ‣ Track reactions 45 © 2010 Phase 2 Technology
    46. 46. © 2010 Razorfish. All rights reserved. FASHIONFISH Concept Demo 46
    47. 47. © 2010 Razorfish. All rights reserved. WHAT IS THE BRAND VALUE? 270 pieces of paper bound together VS. The eyes and ears inside the fashion industry 47 Photos by Ian MacKenzie and Art Comments
    48. 48. © 2010 Razorfish. All rights reserved.48 CONTENT AS A SERVICE
    49. 49. © 2010 Razorfish. All rights reserved.49 STRUCTURED SERENDIPITY
    50. 50. © 2010 Razorfish. All rights reserved. AUDIENCE AS AMBASSADORS 50
    51. 51. © 2010 Razorfish. All rights reserved. AUDIENCE AS AMBASSADORS 51
    52. 52. © 2010 Razorfish. All rights reserved. TOPIC EXPLORATION 52
    53. 53. © 2010 Razorfish. All rights reserved. FREE-TO-PAID: PREMIUM CONTENT 53
    54. 54. © 2010 Razorfish. All rights reserved. SEMANTIC/ RICH ADVERTISING 54
    55. 55. © 2010 Razorfish. All rights reserved. SEMANTIC ADVERTISING TECHNOLOGY 55 © 2010 Razorfish. All rights reserved.
    56. 56. © 2010 Razorfish. All rights reserved. AFFILIATE / ECOMMERCE TIE-INS 56
    57. 57. © 2010 Razorfish. All rights reserved. AFFILIATE / ECOMMERCE TIE-INS 57
    58. 58. © 2010 Razorfish. All rights reserved. FREE-TO-PAID: PREMIUM SERVICES 58
    59. 59. © 2010 Razorfish. All rights reserved. CURATION 59
    60. 60. © 2010 Razorfish. All rights reserved. ENABLING TECHNOLOGIES 60
    61. 61. © 2010 Razorfish. All rights reserved. CMS PROVIDES STRUCTURE TO YOUR CONTENT 61 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
    62. 62. © 2010 Razorfish. All rights reserved. OPEN PUBLISH 62 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 hôtel particulier 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
    63. 63. © 2010 Razorfish. All rights reserved. VOCABULARIES IMPROVE PORTABILITY 63 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
    64. 64. © 2010 Razorfish. All rights reserved. SEMANTIC TAGS ENABLE CONTENT SHARING 64 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
    65. 65. © 2010 Razorfish. All rights reserved. AUTO-TAGGING BRINGS EFFICIENCIES 65 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
    66. 66. © 2010 Razorfish. All rights reserved. CALAIS TERMS 66
    67. 67. © 2010 Razorfish. All rights reserved. OPEN DATA SETS MAKE CONTENT MORE COMPREHENSIVE 67 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
    68. 68. © 2010 Razorfish. All rights reserved. ARCHITECTURE TIES EVERYTHING TOGETHER Greater sharing of content + functionality via mini-applications. 68 Web Properties Mobile Applications 10 foot Applications Social Graph Enablement Web Services Syndicated Content Gadgets + widgets Semantic Tags (RDFa, Microformat, Microdata) RQL/ JSON CMS/ Web application Platform IntegrationLayer Freebas e Calais XML/ RDF Industry Specific API Custom Vocabular y Semantic Ad Targeting
    69. 69. © 2010 Razorfish. All rights reserved. TO MAKE YOUR CONTENT NIMBLE Things you should be doing 69
    70. 70. © 2010 Razorfish. All rights reserved. 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 70
    71. 71. © 2010 Razorfish. All rights reserved. SPECIAL THANKS TO Paul Tavernise ‣ Experience Lead ‣ Creator of FashionFish concept demo Krish Kuruppath ‣ Technology Director ‣ Architect of the Enabling Technology 71
    72. 72. © 2010 Razorfish. All rights reserved. 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 Moore SVP, Media & Entertainment Group eric.moore@razorfish.com 72
    73. 73. © 2010 Razorfish. All rights reserved. QUESTIONS? 73