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The Non-Terrifying Intro to Semantic Content

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The Non-Terrifying Intro to Semantic Content

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The Non-Terrifying Intro to Semantic Content

  1. 1. 5/15/2015 1 @nozurbina • #intelcontent The Non-Terrifying intro to Semantic Content noz.urbina@urbinaconsulting.com founder & content strategist
  2. 2. @nozurbinaNoz Urbina, Urbina Consulting Content strategist & modeller 14 years in content/semantics Consultant/trainer in H2H (B2B/B2C) Author / Futurist urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2055
  3. 3. @nozurbinaToday The market Fixing our content (with semantic models) What to do next
  4. 4. THE BIG PICTURE Changes in the market and publishing 5 - Urbinaconsulting.com @nozurbina #intelcontent
  5. 5. @nozurbina Content karma The more real value you give to consumers, the more value that will come back your way. Me – “How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2 Image: Moyan Brenn
  6. 6. @nozurbina Content karma The more we can make our content adaptive, the more we can realistically deliver tailored, high-value content without running out of budget, resources, or time. Me – “How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2 Image: Moyan Brenn
  7. 7. Today’s content solutions are not passive They are (pro)active systems that deliver the right dose of information to the right person (by leveraging metadata)
  8. 8. YOU CAN DO IT TOO #intelcontent
  9. 9. flickr.com/photos/nasawebbtelescope/5556216838 What troubleshooting is needed here? flickr.com/photos/dbnunley/10027759633 Where should I go on vacation? How can I get one of these? flickr.com/photos/ucdaviscoe/5934402970 Does this have the specs I want?
  10. 10. BUT WE HAVE TO TARGET CONTENT ON… #intelcontent
  11. 11. @nozurbina Generated Reality
  12. 12. @nozurbina Generated Reality 94% of businesses say personalization is key to success econsultancy.com 48% of shoppers would like to use a phone to shop while in stores luxurydaily.com 74% of shoppers who ‘showroom’ are older than 29, and 48% older than 40 Columbia Business School (bit.ly/ac-how2) 66% of B2B suppliers say customer expectations are driving them towards omnichannel accenture (bit.ly/b2bomni)
  13. 13. A NEW ERA: THE SMARTENING The first great age of metadata is upon us! #intelcontent
  14. 14. @nozurbinaWe must fix the content • Make it format-agnostic • Break it up into reusable, well-modelled components • Apply semantic metadata that defines and describes it • Apply audience, applicability and context metadata to decide where and when to route it 15
  15. 15. FIXING THE CONTENT 16 - Urbinaconsulting.com @nozurbina #intelcontent
  16. 16. KEY CONCEPTS Content model Semantic (vs Structured) Taxonomy Linked Data (RDF/OWL) Metadata Component Content #intelcontent
  17. 17. @nozurbinaBreak it up 18 WWW. Break up content into format-free components
  18. 18. @nozurbinaBreak it up Change the “unit of use”: Documents or Pages vs Components (aka modules, topics) Fragments Variables www Component Content (Management)
  19. 19. @nozurbinaModularity enables reuse Scenario A Scenario B Scenario CPool of modular components Reuse enables contextualised experiences
  20. 20. @nozurbinaModularity enables reuse Assembly A Assembly B Content for Scenario D
  21. 21. METADATA “Data about data” you’ve probably already heard, but there’s always more to think about #intelcontent
  22. 22. @nozurbina categorisation display access Relational and linking performance analytics user rankingTarget audience applicability business process Target audience dependencies language change history editorial lifecycle status versioning prerequisites content model METADATA
  23. 23. SCOPE: WHERE TO PUT METADATA It started with documents…. #intelcontent
  24. 24. @nozurbina Info Product (map, deliverable, document…) Assembly (Collections, Topic Group, Libraries, ChapterMap, Chapter) Module (topic, article…) Fragment (block, container, para, section…) Inline (element/tag) Metadata scope WWW.s p a c e r Break up content into format-free components s p a c e r s p a c e r s p a c e r
  25. 25. CONTENT MODEL Defining our types of content #intelcontent
  26. 26. Structural model of “store” content type Create Well tagged (machine- readable) description of “a store” Transform Map to machine- readable output with Schema.org metadata Store.html Specific, relevant answer Index (Engine) Your tools or 3rd Party, e.g. Google Persistent metadata!
  27. 27. BUILDING IN THE NEEDED INTELLIGENCE Adaptive content modelling #intelcontent
  28. 28. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Familiar content
  29. 29. Main image Product Name Supplementary Product Images Product Overview Feature List Tagline Feature Details Model http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Reverse engineered
  30. 30. @nozurbina Your content creators & customers will internalise your models http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN @class=“main”
  31. 31. WE ARE SENSE MAKING MACHINES We’ll make it up if we have to 33 #intelcontent
  32. 32. @nozurbina
  33. 33. @nozurbina The mind uses naturally compression to take the fundamentals from the right and match it to the model on the left.
  34. 34. @nozurbina Simplified model… of complex reality bit.ly/icc14nuprz
  35. 35. @nozurbina Product Family (desktop) Product (mobile) Product (desktop) Product leaflet (Print) The content model is the backbone of adaptive, cross-media, omnichannel content strategies Microsoft Hololens When your semantics are explicit in your content, machines can help you reuse, transform, translate or format it
  36. 36. TAXONOMY Categorising our content and concepts #intelcontent
  37. 37. Each value = a taxonomy facet
  38. 38. @nozurbina
  39. 39. @nozurbinaContent 12 3 6 9 Product layout Model Output @audience=“usb” @audience=“him” Semantic models make your content programmable for maximum reuse & relevance
  40. 40. LINKED DATA Content models and taxonomies for everyone!
  41. 41. (Now) backed and endorsed by Google, Facebook, Bing, BBC,Tim Berners-Lee, and many more. Superior experience for consumers, more effective for brands
  42. 42. http://zucando.com/zen-cart-modules/seo-marketing-tools/google-rich-snippets-breadcrumbs
  43. 43. http://searchengineland.com/structured-data-markup-inevitable-but-an-admission-of-failure-136383 -Warning, this article sucks
  44. 44. PUTTING IT ALL TOGETHER
  45. 45. @nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it all together Scenarios 12 3 6 9 RDF Content standard
  46. 46. @nozurbina Content Models OutputsUsers Him Her USB gadget buyers Putting it together Scenarios 12 3 6 9 RDF Content standard You don’t have to do everything tomorrow!
  47. 47. @nozurbina CMI Next Now
  48. 48. @nozurbina Next CMI Next
  49. 49. @nozurbina Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Podcast / Post Next CMI Next Schema.org Conference Brochure(Print)
  50. 50. @nozurbina Conference Brochure(Print) Buzzwords Podcast / Post “Next” Podcast / Post Books Podcast / Post User-defined Podcast / Post Next CMI Next All doable retrospectively because of consistent semantics! All doable because of consistent (and not so scary) semantics! Schema.org Content model Structure Taxonomy Linked Data Metadata Component Content
  51. 51. @nozurbinaWhat you should do now Do omnichannel readiness review (people, process, platform, positioning) Consider the metrics & KPIs Build detailed, multi-context journeys/stories Audit the current state Establish feasible, conservative scope Model & implement Min. Viable Prototype
  52. 52. Redmond,WA, USA Microsoft HQ May 18-19 (2 days) Minneapolis, USA Confab Central May 20 Aix-en-Provence, France Componize May 27-28 (2 days) Your offices…? Contact us! Contact us to discuss free participation for some of your staff in exchange for hosting an open workshop in your facilities. bit.ly/uc-events WORKSHOP Adaptive content modelling for omnichannel Thank you! (Q&A?)
  53. 53. @nozurbinaYou might also like

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