Make Your Content Nimble - Sem Tech UK

Make Your Content NimbleSemantic Tech & Business Conference26 September 2011Rachel Lovinger @rlovinger

ABOUT ME: RACHEL LOVINGER 2• Associate Experience Director, Content Strategy, Razorfish NYC• Co-editor of scatter/gather, a content strategy blog: http://scattergather.razorfish.com• Author of Nimble: A Razorfish Report on Publishing in the Digital Age (June 2010) ©2011 Razorfish. All rights reserved. Photo by Rohanna Mertens

NIMBLE: A REPORT ON PUBLISHING IN THE DIGITAL AGE 3 • Nimble is available at: http://nimble.razorfish.com • On Twitter: @NimbleRF ©2011 Razorfish. All rights reserved. Illustrations by Fogelson-Lubliner

QUALITIES OFNIMBLE CONTENT

TRAVEL FREELY 6• Socially-enabled• Mobile-friendly• On Demand Photo by Rachel Lovinger, Drawing by Mathieu Plourde

Qualities of Nimble ContentCONTENT MUST BE…

WELL STRUCTUREDPhoto by Travis Nep Smith

WELL DEFINEDPhoto by Matt M

WELL DESCRIBEDPhoto by zerothousand

HOW TO MAKECONTENT NIMBLE

HOW TO MAKE CONTENT NIMBLE 14Standards + Tools +ProcessesExpose content usingstructures that meansomething to the machines(platforms, systems, devices,channels) that receive it. ©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `

How to make contentWELL STRUCTURED

WELL STRUCTURED 16• Information separated from presentation• Segmented into usable bits Title: Ta-dah! Description: were talking a serious jello mold here. Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: http://www.flickr.com/photos/dandeluca/4360567363 ©2011 Razorfish. All rights reserved. Photo by Dan DeLuca `

STANDARDS 17• HTML5 – Markup with more meaning and context• RDF (Resource Description Framework) – Provides a structure (aka framework) for describing identified things (aka resources)• RDFa (RDF in attributes) – Allows RDF attributes and properties to be included in XHTML and HTML documents• OWL (Web Ontology Language) – For developing ontologies that are compatible with the World Wide Web• SKOS (Simple Knowledge Organization System) – Designed specifically to express information that’s more hierarchical. ©2011 Razorfish. All rights reserved.

PROCESS: ESTABLISH A CONTENT MODEL 19Determine:1. The types of content • For example: article, quiz, photo, recipe, review, event, photo gallery2. The elements that make up each type3. Any relationships between content types • For example: a photo gallery is composed of photos ©2011 Razorfish. All rights reserved.

STRUCTURAL METADATA 20• The elements that make up each type• Example: Photo Title: Ta-dah! Description: were talking a serious jello mold here. Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: http://www.flickr.com/photos/dandeluca/4360567363 ©2011 Razorfish. All rights reserved. Photo by Dan DeLuca `

How to make contentWELL DEFINED

WELL DEFINED 22These separate bits of information need to be exposed to variousdelivery platforms in a meaningful way. <h2>This is my story</h2> <i>by Joanne Smith</i> is not as informative as <title>This is my story</title> <author>Joanne Smith</author> ©2011 Razorfish. All rights reserved.

STANDARD: DUBLIN CORE METADATA INITIATIVE 23Purpose: A metadata framework for describing any type of contentExample attributes:• Name: The unique term that identifies the item• Label: The human-readable label assigned to the term• Definition: A description of the term.Example properties:• abstract: A summary of the item• audience: The intended audience for the item• creator: A person, organization or service responsible for creating the item• license: Indicates usage rights for the item• subject: The topic of the item ©2011 Razorfish. All rights reserved.

MORE SPECIFIC METADATA STANDARDS 24• Journalism: PRISM, NewsML, rNews• Images: EXIF, XMP• Video: MPEG-7, MediaRSS• Social Connections: FOAF, SIOC• eCommerce: Good Relations Ontology• Additional standards will continue to be developed ©2011 Razorfish. All rights reserved.

PROCESS 26• Find and adapt the standard(s) that work for you• Retain any metadata that may already exist • For example: Don’t lose the EXIF data when you buy images ©2011 Razorfish. All rights reserved.

How to make contentWELL DESCRIBED

WELL DESCRIBED 28These meaningful structures need to be filled in with information thatgives the content context and meaning and helps platforms andsystems understand how to use it. Title: Ta-dah! Description: were talking a serious jello mold here. Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: http://www.flickr.com/photos/dandeluca/4360567363 ©2011 Razorfish. All rights reserved. Photo by Dan DeLuca `

VOCABULARIES 29• Taxonomy – A hierarchical classification system containing one or more dimensions• Folksonomy – A user-generated tagging system, where new terms can be added on an as-needed basis• Ontology – Includes business rules that applies additional logic to the organization and properties of the termsBottom Line: The values in those metadata fields need to be filledin.• Some, like title and abstract, will need to be open data.• But others, like keywords, industries, people, geography, languages, and product names should be standardized. ©2011 Razorfish. All rights reserved.

STANDARDS: LINKED OPEN DATA – FEB 2008 30Diagram by Richard Cyganiak and Anja Jentzsch

STANDARDS: LINKED OPEN DATA – SEPT 2010 31Diagram by Richard Cyganiak and Anja Jentzsch

STANDARDS: LINKED OPEN DATA – SEPT 2011 32Diagram by Richard Cyganiak and Anja Jentzsch

TOOLS: MACHINE-ASSISTED TAGGING 33• Extracts concepts on a page• Suggests categorized terms• Content producer approves or rejects each suggested term ©2011 Razorfish. All rights reserved. Screenshot from Joe Devon’s MySQLTalk.com `

35 CONCLUSION• Nimble content must be in a CMS, with an adaptable content model.• Use industry standard metadata frameworks and rich descriptive metadata.• Retain and use the metadata you have.• Create metadata, or use open data• Share your created data with others!

FOR MORE INFORMATION 36 • HTML5: Mark Pilgrim’s Dive Into HTML5 http://diveintohtml5.org/ • RDFa: http://rdfa.info/ • OWL: http://www.w3.org/TR/owl2-overview/ • Dublin Core: http://dublincore.org/ • PRISM: http://www.idealliance.org/specifications/prism/ • NewsML: http://www.iptc.org/cms/site/index.html?channel=CH0111 • rNews: http://dev.iptc.org/rNews • EXIF: http://www.exif.org/ • XMP: http://www.adobe.com/products/xmp/ • MPEG-7: http://mpeg.chiariglione.org/standards/mpeg-7/mpeg-7.htm • Media RSS: http://www.rssboard.org/media-rss • FOAF: http://www.foaf-project.org/ • SIOC: http://sioc-project.org/ • Good Relations: http://www.heppnetz.de/projects/goodrelations/ • Linked Open Data: http://linkeddata.org/ ©2011 Razorfish. All rights reserved.

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Make Your Content Nimble - Sem Tech UK

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