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Findings from Nimble: A Razorfish Report on Publishing in the Digital Aage

Findings from Nimble: A Razorfish Report on Publishing in the Digital Aage

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    Semantics in Publishing & Media Semantics in Publishing & Media Presentation Transcript

    • SEMANTICS IN PUBLISHING & MEDIA: RECENT RESEARCH RESULTS SEMANTIC TECHNOLOGY CONFERENCE 2010 RACHEL LOVINGER @RLOVINGER © 2010 Razorfish. All rights reserved.
    • ABOUT ME: RACHEL LOVINGER ‣ Content Strategy Lead, Razorfish, NYC ‣ Previously worked on websites at Time Inc. ‣ Five years speaking at SemTech ‣ 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 © 2010 Razorfish. All rights reserved. Photo by Rohanna Mertens
    • BACKGROUND 3 © 2010 Razorfish. All rights reserved.
    • ‣ A rich source of information and practical advice about how to use semantic technologies in business and consumer applications ‣ A really good place to become educated about the foundational concepts and technologies of semantics ‣ Organizers of SemTech 2010 ‣ Visit their booth in the exhibit hall for more information 4 © 2010 Razorfish. All rights reserved.
    • ‣ Creates experiences that build businesses. Pioneers and recognized experts around a user-centered, insight-driven approach to designing web experiences ‣ With a demonstrated commitment to innovation, Social Influence Marketing, emerging media, creative design, analytics, technology and user experience ‣ One of the largest interactive marketing and technology companies in the world, with offices in 9 U.S. cities, Latin America, Europe and Asia/Pacific: - Atlanta - Berlin - Austin, TX - Frankfurt - Chicago - London - Los Angeles - Madrid - New York - Paris - Philadelphia - Hong Kong - Portland, OR - Shanghai - San Francisco - Singapore - Seattle - Sydney - São Paulo, Brazil - Tokyo 5 © 2010 Razorfish. All rights reserved. Photo by Rachel Lovinger
    • RESEARCH QUESTION How can the needs of Media & Entertainment companies be supported by semantic technologies? 6 © 2010 Razorfish. All rights reserved.
    • WHY MEDIA & ENTERTAINMENT? ‣ Content is the core business, but often the content lacks structure. ‣ Proliferation of content sources fight for audience attention. ‣ Waning revenue makes it desirable to explore daring new approaches. ‣ Emerging delivery platforms require content to be served in new ways. 7 © 2010 Razorfish. All rights reserved.
    • MEDIA & ENTERTAINMENT INTERVIEWS ‣ Nic Newman Talking Points Memo ‣ Josh Marshall ‣ Tony Ageh ‣ Simon Nelson ‣ Martin Nisenholtz ‣ Michael Zimbalist ‣ Jim Stanley ‣ Rob Larson ‣ Evan Sandhaus ‣ John Squires ‣ Gordon McLeod 8 © 2010 Razorfish. All rights reserved.
    • WHY SEMANTIC TECHNOLOGY? ‣ An emerging set of standards and tools that need User Experience experts. ‣ Existing semantic technologies could provide a lot of benefits to these companies. ‣ Some Media & Entertainment properties are already starting to work with these technologies. 9 © 2010 Razorfish. All rights reserved.
    • SEMANTIC TECHNOLOGY INTERVIEWS Dean Allemang, Chief Scientist, TopQuadrant, Inc. Scott Brinker, President and CTO, ion interactive Christine Connors, Principal, TriviumRLG LLC Robert Cook, Founder, Freebase and Metaweb Mills Davis, Founder and Managing Director, Project10X Bob DuCharme, semantic web guy, TopQuadrant, Inc. Paul Miller, Consultant, Cloud of Data Alan Morrison, Sr. Research Fellow, PriceWaterhouseCoopers Brian Sletten, Senior Platform Engineer, Riot Games Nova Spivack, Founder and CEO, Radar Networks David Weinberger, Consultant and Author, Everything is Miscellaneous 10 © 2010 Razorfish. All rights reserved.
    • A Razorfish Research Report NIMBLE 11 © 2010 Razorfish. All rights reserved.
    • 12 © 2010 Razorfish. All rights reserved.
    • WHY NIMBLE? ‣ Being nimble is about: ‣ Business models ‣ Production processes ‣ The content itself 13 © 2010 Razorfish. All rights reserved.
    • BEING NIMBLE MEANS… ‣ Being able to take advantage of new partnerships and revenue opportunities as soon as they arise ‣ Being able to serve content on all different channels and devices ‣ Being able to develop new content products and services faster, easier, and less expensively 14 © 2010 Razorfish. All rights reserved.
    • CONTENT NEEDS TO BE FREE (LIKE A BIRD, NOT LIKE BEER) 15 © 2010 Razorfish. All rights reserved.
    • Simply put, digital content needs to be free – to go where and when people want it most. 16 © 2010 Razorfish. All rights reserved.
    • In particular, content has to be mobile, and it has to be social. 17 © 2010 Razorfish. All rights reserved.
    • ESCAPING THE CONTAINER Digital media doesn’t have the same physical constraints as traditional media 18 © 2010 Razorfish. All rights reserved.
    • Column inches 19 © 2010 Razorfish. All rights reserved. Photo by Michael @ NW Lens
    • Number of pages 20 © 2010 Razorfish. All rights reserved. Photo by inky
    • Bits & Minutes 21 © 2010 Razorfish. All rights reserved. Photo by luis vasquez
    • Grooves in vinyl 22 © 2010 Razorfish. All rights reserved. Photo by Tatian
    • Time slots 23 © 2010 Razorfish. All rights reserved. Source: The Futon Critic
    • WE DON’T HAVE THE SAME LIMITATIONS FOR DIGITAL 3 hours 3 minutes 620 pages 102 characters 24 © 2010 Razorfish. All rights reserved. BBC © MMX, Jason Scott, Semantic Universe, and Argus Pacific, Inc.
    • QUESTION YOUR AUTHORITY 25 © 2010 Razorfish. All rights reserved.
    • “Technologies always come along and challenge who and what we think we are, and the value of what ‘experts’ do for us.” – Tony Ageh, Controller of Archive Development, BBC 26 © 2010 Razorfish. All rights reserved.
    • WHAT’S THE UNIQUE BUSINESS VALUE OF THE BRAND? Peninsular and Oriental Steam Navigation Company ‣ A shipping/mail delivery company ‣ Couldn’t compete with trains ‣ A ferry company ‣ Couldn’t compete with airplanes ‣ A cruise company ‣ A small percentage of their earlier business Is it about owning ships, or about transporting things? Transporting things, or people? 27 © 2010 Razorfish. All rights reserved. Photo by Roger Marks
    • WHAT ROLE WILL THE EDITOR PLAY? 28 © 2010 Razorfish. All rights reserved. Source: Bill on Capital Hill
    • HOW VALUABLE IS THE CONTENT? TO WHOM? ‣ Expectation that digital content will be free ‣ Advertisers can’t reach the same audiences, because attention is to fragmented ‣ Ad budgets for traditional media are waning, ‣ Digital ad spend is on the rise, but slow Internet spend compared with U.S. marketing spend. Dollars in billions. Source: ZenithOptimedia.com 29 © 2010 Razorfish. All rights reserved.
    • WHERE DOES CONTENT RESIDE AND HOW DOES IT GET THERE? In 2000 a digital publisher’s content ecosystem included a website, an RSS feed, and maybe an email newsletter. In 2010 there are many more content channels to attend to. 30 © 2010 Razorfish. All rights reserved.
    • WHERE DOES A BRAND FIND ITS AUDIENCE? ‣ People rely on ‣ trusted editorial sources ‣ editorial aggregators ‣ community aggregators ‣ personal filters ‣ social recommendations ‣ They still struggle ‣ They still worry that they’re missing something 31 © 2010 Razorfish. All rights reserved.
    • STRUCTURE SETS CONTENT FREE Ironically, it’s more structure that makes content nimble and sets it free. Not the kind of blind structure that defines the layout of a web page, but tags that express the meaning and function of each individual element in a content item. 32 © 2010 Razorfish. All rights reserved.
    • STRUCTURED DATA ‣ Markup that provides more meaning and context ‣ Ad hoc and standard methods of adding structure ‣ Microformats <span class="vevent"> <span class="summary">This presentation was given</span> on <span class="dtstart">2010-06-23</span> at the Semantic Technology Conference in <span class="location">San Francisco, California</span>. </span> 33 © 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 34 © 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 Bill Clinton = President Bush President Bush President William Jefferson Clinton (George H. W.) (George W.) 35 © 2010 Razorfish. All rights reserved.
    • ONE PAGE PER CONCEPT ‣ High SEO value ‣ Aggregates content ‣ Mapped to related data 36 © 2010 Razorfish. All rights reserved. BBC © MMX
    • BBC MUSIC BETA – ARTISTS PAGES 37 © 2010 Razorfish. All rights reserved. BBC © MMX
    • LINKED DATA 38 © 2010 Razorfish. All rights reserved. Image by Richard Cyganiak and Anja Jentzsch
    • 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 39 © 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 40 © 2010 Razorfish. All rights reserved. Photo by Rishi Menon
    • IMAGINE A NIMBLE WORLD 41 © 2010 Razorfish. All rights reserved.
    • THE EDITOR BECOMES A CURATOR ‣ Oversee living, growing nimble content and data. ‣ Create better experiences ongoing stories. ‣ Use archived content to add new context and meaning. 42 © 2010 Razorfish. All rights reserved.
    • BLOGS KNOW THIS 43 © 2010 Razorfish. All rights reserved. Copyright © 2010 bOING bOING and HuffingtonPost.com, Inc.
    • REACHING INTO THE ARCHIVES 44 © 2010 Razorfish. All rights reserved. Source: Gizmodo
    • LIVING STORIES 45 © 2010 Razorfish. All rights reserved. © 2010 Google
    • RELATED CONTENT SERVICES 46 © 2010 Razorfish. All rights reserved. © 2010 Time Inc.
    • RELATED CONTENT SERVICES Example Services Apture Provides additional contextual information in multimedia pop-ups, drawn from places such as Wikipedia, YouTube and Flickr. Evri Allows readers to browse articles, images, and videos related to the topic of an article or content element, and provides widgets for sidebars, posts and popovers. Headup Provides contextually relevant material from social networks and web services. NewsCred Augments content with related stories from 6000 top news sources, as well as topic pages and license-free photos. Zemanta Suggests related content and pictures that editors can embed in articles or blog posts. 47 © 2010 Razorfish. All rights reserved.
    • ADVANCED MEDIA MONITORING 48 © 2010 Razorfish. All rights reserved. © 2010 Phase 2 Technology
    • ADVANCED MEDIA MONITORING Example Services Imooty Tracks keywords and mentions of a brand, using a simple dashboard or by creating alerts, widgets, or RSS feeds. Inbenta Follow the topics that people in your business are following. Lexalytics Scans what’s being said in blogs, tweets and social media to provide sentiment analysis about companies, topics and current events. Tattler Mines news, websites, blogs, multimedia sites, and social media to find mentions of topics or issues of interest to you. 49 © 2010 Razorfish. All rights reserved.
    • DEVELOP A PORTFOLIO OF REVENUE MODELS ‣ Paid Content ‣ Advertising ‣ Other Revenue ‣ Reduce Costs 50 © 2010 Razorfish. All rights reserved.
    • PAID CONTENT: CONTENT AS A SERVICE The value of content will lie in being able to provide a desired product or service, not just the content itself. 51 © 2010 Razorfish. All rights reserved.
    • ITUNES – 10 BILLION SONGS 52 © 2010 Razorfish. All rights reserved. Copyright © 2010 Apple Inc.
    • WALL STREET JOURNAL 53 © 2010 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
    • NETFLIX 54 © 2010 Razorfish. All rights reserved. © 2010 Netflix, inc.
    • MAJOR LEAGUE BASEBALL 55 © 2010 Razorfish. All rights reserved. © 2001-2010 MLB Advanced Media, L.P.
    • NEXT ISSUE MEDIA 56 © 2010 Razorfish. All rights reserved.
    • SEMANTIC PUBLISHING TOOLS ‣ Add structure + metadata ‣ Develop new products more quickly & easily 57 © 2010 Razorfish. All rights reserved. Screenshot © 2010 Thomson Reuters
    • SEMANTIC PUBLISHING TOOLS Example Services OpenPublish A version of Drupal with OpenCalais machine assisted tagging and RDFa formatting built in. Jiglu Insight Finds hidden relationships to other content you’ve published and automatically creates links. 58 © 2010 Razorfish. All rights reserved.
    • ONLINE ADVERTISING: LOOKING UP Need to overcome the impression that online inventory is not valuable 59 © 2010 Razorfish. All rights reserved. Source: eMarketer, May 2010
    • ADVERTISING: RICH, RELEVANT, TARGETED New opportunities for high-value advertising will include unique approaches that use the digital content itself. 60 © 2010 Razorfish. All rights reserved.
    • MAD MEN AD WITH NYT CONTENT 61 © 2010 Razorfish. All rights reserved. Source: The New York Times Corporation
    • INTEL AD ON CNET 62 © 2010 Razorfish. All rights reserved. Source: ClickZ
    • LOS ANGELES TIMES ‣ Front Page, Print Edition, March 5, 2010 ‣ Includes recent articles 63 © 2010 Razorfish. All rights reserved. Copyright © 2010 Tribune Inc.
    • LOS ANGELES TIMES: GREEN LINKS 64 © 2010 Razorfish. All rights reserved. Copyright © 2010 Tribune Inc.
    • ADVERTISING: TARGETED ADS Ads that are contextually relevant to the content can be more engaging and ultimately more effective. 65 © 2010 Razorfish. All rights reserved.
    • SPONSORED RESULTS 66 © 2010 Razorfish. All rights reserved. Copyright © 2010 Yahoo! Inc.
    • BROAD MATCHING: TRAVEL 67 © 2010 Razorfish. All rights reserved. Copyright © 2010 The New York Times Company
    • THEMATIC MATCHING: TRAVEL 68 © 2010 Razorfish. All rights reserved. guardian.co.uk © Guardian News and Media Limited 2010
    • THEMATIC MATCHING: MUSIC & THEATER 69 © 2010 Razorfish. All rights reserved. Copyright © 2000–2010 Time Out New York
    • SPONSORED LINKS: NAME MATCHING 70 © 2010 Razorfish. All rights reserved. Copyright © 2010 Entertainment Weekly
    • MATCHING IS HIT OR MISS 71 © 2010 Razorfish. All rights reserved. Copyright © 2010 Entertainment Weekly
    • ADVERTISING: POOR MATCHING Automated keyword matching can lead to some unfortunate associations, which tends to scare advertisers. 72 © 2010 Razorfish. All rights reserved.
    • THE BRAND LOOKS SILLY 73 © 2010 Razorfish. All rights reserved. Source: The New York Times
    • THE BRAND MADE PEOPLE SICK 74 © 2010 Razorfish. All rights reserved. Copyright © 2010 Reurers
    • ASSOCIATED WITH DISASTER 75 © 2010 Razorfish. All rights reserved. Source: Pro PR
    • PROMOTING A COMPETITOR 76 © 2010 Razorfish. All rights reserved. Copyright © 2010 Entertainment Weekly
    • 77 © 2010 Razorfish. All rights reserved. Photo by jkenning
    • ADVERTISING: BRAND PROTECTION Semantic ad targeting tools include protection against unfortunate term-matching. 78 © 2010 Razorfish. All rights reserved.
    • SEMANTIC AD TARGETING Example Services ad pepper Provides ad placement, lead generation and brand protection through semantic analysis of page content and user behavior. Peer39 Understands the meaning and sentiment of web pages so that ads can be targeted to appropriate audiences, and also protects advertisers from having their campaigns placed on negative or objectionable content. Identifies hot topics on the fly, and quickly adapts to create new “premium” inventory. Proximic Performs real-time content analysis to accurately target ads, builds user profiles for better audience targeting, and includes brand protection measures. 79 © 2010 Razorfish. All rights reserved.
    • OTHER SOURCES OF REVENUE 80 © 2010 Razorfish. All rights reserved. Model by Scott Brinker
    • PARTNERING ON PRODUCT DEVELOPMENT ‣ Partner with developers who need a regular stream of high quality content to make their products useful. ‣ Licensing Model. Provide content to partners in exchange for a fee. ‣ Marketplace Model. Make content available to developers in exchange for a portion of the revenue from products they develop. 81 © 2010 Razorfish. All rights reserved.
    • AFFILIATE PARTNERSHIP ‣ Incorporate affiliate links into the content. Partners can pay up front or share revenue they receive from traffic sent from the site. 82 © 2010 Razorfish. All rights reserved. Copyright ©2010 Movies.com
    • VALUE-ADD APPROACH ‣ Offer free content that drives sales of paid services, products, or devices. 83 © 2010 Razorfish. All rights reserved. Source: Betanews, Inc.
    • RICH DATA SERVICES 84 © 2010 Razorfish. All rights reserved. Copyright ©2010 Dow Jones & Company, Inc.
    • RICH DATA SERVICES Example Services Factual An open data platform providing tools to enable anyone to contribute and use sources of structured data. Freebase An open, semantically enhanced database of information, similar to Wikipedia, but with structured data on millions of topics in dozens of domains. iGlue A community editable database containing images, video, individuals, institutions, and geographic locations. 85 © 2010 Razorfish. All rights reserved.
    • REDUCE COSTS: DO MORE WITH LESS ‣ Follow the principle “produce once, use multiple times.” ‣ 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. 86 © 2010 Razorfish. All rights reserved.
    • THE NEW YORK TIMES – ALUMNI IN THE NEWS 87 © 2010 Razorfish. All rights reserved. Copyright © 2010 The New York Times Company
    • “What [linked data] will let you do on the back end is pretty revolutionary. It lets you answer questions, not that you couldn’t answer before, but [for which] it would have been way too hard to collect, sanitize and curate the data.” – Evan Sandhaus, Semantic Technologist, R&D Lab, The New York Times 88 © 2010 Razorfish. All rights reserved.
    • MACHINE-ASSISTED TAGGING 89 © 2010 Razorfish. All rights reserved. Screenshot © 2010 Thomson Reuters
    • MACHINE-ASSISTED TAGGING Example Services OpenCalais Automatically tags people, places, companies, facts and events found in the content. TextWise Generates weighted, relevant metadata based on key concepts found in the text of a document or web page. Tagaroo An OpenCalais plug-in for WordPress. 90 © 2010 Razorfish. All rights reserved.
    • BECOME A CONTENT DISTRIBUTOR ‣ Channels ‣ Devices ‣ Platforms 91 © 2010 Razorfish. All rights reserved.
    • 2010: iPad 92 © 2010 Razorfish. All rights reserved. Photo by Christian Van Der Henst S.
    • 2011: Gestural interface 93 © 2010 Razorfish. All rights reserved. Source: Fast Company
    • 2016: Holodeck 94 © 2010 Razorfish. All rights reserved. Image by Corey Sauve
    • BE PREPARED ‣ Create unique modes of interaction and the optimal types of experiences for each platform ‣ Content 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 95 © 2010 Razorfish. All rights reserved.
    • FIND YOUR AUDIENCE WHERE THEY ARE 96 © 2010 Razorfish. All rights reserved.
    • SEO GOES INTO OVERDRIVE Yahoo, Google, and Bing have all begun using rich metadata embedded in pages to apply formatting for specific kinds of content and display useful information right in the results. 97 © 2010 Razorfish. All rights reserved.
    • SEMANTIC SEO 98 © 2010 Razorfish. All rights reserved. Screenshot © 2010 Dapper
    • SEMANTIC SEO Example Services Google Rich Tests webpage markup to ensure that Google’s Rich Snippets feature Snippets can interpret it correctly. Testing Tool Inbenta Assists in the creation of content using the terminology of popular search queries. Semantify Provides automated semantic enhancement of a site without changing (by Dapper) its pages. Search engines see the site with RDFa tagging embedded in the page. 99 © 2010 Razorfish. All rights reserved.
    • STRUCTURED SERENDIPITY ME + FRIENDS + COMMUNITY + EDITORS ‣ Tools that use all of these filters to help people manage their information streams ‣ Content has to play well in this environment 100 © 2010 Razorfish. All rights reserved.
    • “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 101 © 2010 Razorfish. All rights reserved.
    • SOCIAL INFLUENCE: AUDIENCE AMBASSADORS Pages should be properly structured, marked up, and tagged so that when that link shows up on Facebook it includes meaningful copy and imagery 102 © 2010 Razorfish. All rights reserved.
    • CONCLUSION Successful publishers ‣ Understand and harness the relationship with their audience ‣ Develop new, engaging products for them ‣ Provide content in a wide range of formats, platforms, and experiences ‣ Invest in the emerging technologies that best align with their business strategies 103 © 2010 Razorfish. All rights reserved.
    • ACKNOWLEDGMENTS ‣ Research and Editorial Team ‣ Christine Costello, Rachel Lovinger, Melissa Sepe ‣ Advisory Board ‣ Eric Moore, Elliott Trice, Ray Velez, Domenic Venuto ‣ Art Director ‣ Lian Chang ‣ Designed by ‣ Chelsea Andrews ‣ Colleagues who gave valuable feedback and assistance ‣ Bryan Hamilton, Michael Harper, Nick Heasman, Ruth Kaufman, Beth Lind, Rupa Naipaul, Paul Tavernise 104 © 2010 Razorfish. All rights reserved.
    • THE DETAILS ‣ Available at: http://nimble.razorfish.com ‣ Follow us on Twitter: @NimbleRF ‣ Illustrations by Fogelson-Lubliner (http://fogelson-lubliner.com) 105 © 2010 Razorfish. All rights reserved.
    • QUESTIONS? Rachel.Lovinger@razorfish.com Twitter: @rlovinger Nimble Twitter: @NimbleRF http://nimble.razorfish.com http://scattergather.razorfish.com 108 © 2010 Razorfish. All rights reserved.