Web 3 0 Krista Thomas
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Web 3 0 Krista Thomas

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Web 3 0 Krista Thomas Web 3 0 Krista Thomas Presentation Transcript

  • Marketing Content: Bringing Structure to Articles, Blog Posts and More Krista Thomas VP Marketing & Communications, OpenCalais
  • The Marketing-Communications Dilemma
    • The echo chamber of news and disparate conversations can bury your message
    • Advertising, Direct Marketing & PR are no longer the only ways to get ideas out there
    • Social media conversations require fuel and constant feeding
    • Hence we must market our own “content” today – blog posts, whitepapers, PPTs, videos, etc.
    • Every company can and must be its own media company  “report” your own story.
  • Marketing Content: bringing structure to unstructured text can help you to:
    • Streamline SEO
    • Improve Reader Engagement
    • Create new / unique content experiences / UI
    • Get reader analytics
    • Improve Ad placement / distribution
    • Connect to the Linked Data Cloud to get open data assets / increased distribution
  • Seconds Years Seconds Years Time-to-Market Shelf Life Status Updates Blog Posts Novels Scientific Publications News, Press Releases, Corporate Info. Problem: Structuring Content is Costly & Time Consuming
      • Your metadata is increasingly important
      • The value of your aggregated metadata will be extremely high
  • Extraction Engines That Can Help
    • Yahoo
    • BeliefNetworks
    • OpenAmplify
    • Alchemy
    • Evri
    • Zemanta
    • OpenCalais
  • Metadata Generation: How it Works
    • You feed your content into an extraction engine
    • It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you
    • Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.)
    • You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc.
  • Live Demo: http://viewer.opencalais.com
    • Cut and paste a business news story into the viewer, and hit submit.
    • View the semantic markup (hover over underlined items to see relevance, for instance).
    • Expand the extracted entities, facts and events on the left hand rail.
    • Click on one of the companies in the list on the left, to view the OpenCalais / Thomson Reuters asset on that company in the Linked Data cloud.
    • Click the ‘SameAs’ links at the bottom to find more data on the Linked Data cloud.
  • Get Access to Open Data in the Linked Data Cloud
  • Basic ways semantic metatagging can help
    • SEO:
        • Automatically tag your content
        • Feed Yahoo Search Monkey & Google Rich Snippets
    • Reader Engagement:
        • Improved search and navigation
        • Recommended reading widgets and Topic hubs
    • New content experiences:
        • Use tags to triage content for localization, etc.
        • Use tags to present content in entirely new ways
  • More advanced ways metadata can help
    • Reader Analytics:
      • Use tags to track reader interest
      • Reach new levels of personalization
      • Generate incremental revenue
    • Ad Placement:
      • Use tags in combination with ad serving / network
      • More relevant for readers; better performance for advertisers
    • Leveraging Linked Data:
      • Enhance content w/ open data assets
      • Use as a transport layer to share / distribute content
  • Thank you [email_address] @KristaThomas