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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 Rachel Lovinger Presentation Presentation Transcript

  • Structure Sets the Content Free
    Semantic Web Summit
    November 17, 2010
    Rachel Lovinger
  • 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.
  • 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
  • Research Question
    How can publishing
    companies use new and
    emerging technologies to
    help face the challenges of
    transitioning to digital?
  • Content needs to be free(like a bird, not like beer)
  • Escaping the Container
    Digital media doesn’t have the same physical constraints as traditional media
  • 8
    Photo by inky
  • Your Content…
  • in Many Channels, Platforms, Devices
  • Challenges / Opportunities
  • 12
    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
  • Structure Sets Content Free
    Ironically, it’s more structure that makes content nimble and sets it free.
  • Structured Data
    Markup that provides more meaning and context
    Ad hoc and standard methods of adding structure
  • 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
  • Semantic Publishing Tools
    Add structure & metadata
    Screenshot © 2010 Thomson Reuters
  • Machine-Assisted Tagging
    Extract concepts from the text
    Screenshot © 2010 Thomson Reuters
  • Semantic SEO
    Add and validate formatting that supports rich search display
    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
    Bill Clinton =
    President William Jefferson Clinton
    President Bush
    (George H. W.)
    President Bush
    (George W.)
  • 21
    Linked Data
    Image by Richard Cyganiak and Anja Jentzsch
  • Rich Data Services
    Connect your content and data to other rich data sources
    Copyright ©2010 Dow Jones & Company, Inc.
  • One Page per Concept
    High SEO value
    Aggregates content
    Mapped to related data
    BBC © MMX
  • BBC Music Beta – Artists Pages
    BBC © MMX
  • Related Content Services
    Automatically add related content from a variety of sources
    © 2010 Time Inc.
  • APIs for content, data, and function
    Import data, content, and services
    Make content and data available for use by others
    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
  • Imagine a Nimble World
  • Develop a portfolio of revenue models
    Paid Content
    Other Revenue
    Reduce Costs
  • Major League Baseball
    © 2001-2010 MLB Advanced Media, L.P.
  • Online Advertising: Looking Up
    Need to overcome the impression that online inventory is not valuable
    Source: eMarketer, May 2010
  • Mad men Ad with NYT Content
    Source: The New York Times Corporation
  • Broad Matching: travel
    Copyright © 2010 The New York Times Company
  • Thematic Matching: Travel
    guardian.co.uk © Guardian News and Media Limited 2010
  • Brand Protection
    Copyright © 2010 Reurers
  • New Business Models
    Model by Scott Brinker
  • Find your audience where they are
  • 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
  • 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
  • Become a content distributor
  • 41
    2010: iPad
    Photo by Christian Van Der Henst S.
  • 42
    2011: Gestural interface
    Source: Fast Company
  • 43
    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
  • Advanced Media Monitoring
    Do research
    Track reactions
    © 2010 Phase 2 Technology
  • FashionFish
    Concept Demo
  • what is the brand value?
    270 pieces of paper bound together VS. The eyes and ears inside the fashion industry
    Photos by Ian MacKenzie and Art Comments
  • 48
    Content as a service
  • 49
    Structured serendipity
  • Audience as ambassadors
  • Audience as ambassadors
  • Topic exploration
  • Free-to-paid: Premium Content
  • Semantic/ rich advertising
  • Semantic Advertising Technology
    © 2010 Razorfish. All rights reserved.
  • Affiliate / ecommerce tie-ins
  • Affiliate / ecommerce tie-ins
  • Free-to-paid: Premium Services
  • Curation
  • Enabling Technologies
  • CMS provides structure to your content
    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
    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
    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
    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
    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
  • Open data sets make content more comprehensive
    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.
    Gadgets + widgets
    Mobile Applications
    10 foot Applications
    Syndicated Content
    Web Properties
    Semantic Ad Targeting
    Integration Layer
    Social Graph Enablement
    Web Services
    Semantic Tags (RDFa, Microformat, Microdata)
    CMS/ Web application Platform
    Industry Specific
  • Things you should be doing
    To Make Your Content Nimble
  • Nimble Checklist
    Enhance your content with rich semantic metadata.
    Integrate your CMS with industry-standard Taxonomy/Vocabulary
    Good relations
    Standards based custom vocabulary
    Augment your content with machine readable hints to make it truly nimble
    XHTML & RFDa
    HTML5 & Microdata
  • Special Thanks to
    Paul Tavernise
    Experience Lead
    Creator of FashionFish concept demo
    Krish Kuruppath
    Technology Director
    Architect of the Enabling Technology
  • 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
  • Questions?