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The OpenCalais Workshop at WeMedia 2010


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Here are the slides from the OpenCalais Workshop at WeMedia 2010 in Miami (3.10.10) as presented by Krista Thomas of the Thomson Reuters OpenCalais Initiative.

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The OpenCalais Workshop at WeMedia 2010

  1. 1. Optimizing Content with Semantic Tech Krista Thomas VP Marketing, OpenCalais
  2. 2. The dilemma <ul><li>Echo chamber of news & plethora of conversations can bury your content </li></ul><ul><li>Conversations require fuel and constant feeding </li></ul><ul><li>Hence we must optimize “content” </li></ul>
  3. 3. Optimizing Content: how semantic metatagging can help <ul><li>Streamline SEO </li></ul><ul><li>Improve Reader Engagement </li></ul><ul><li>Create new / unique content experiences </li></ul><ul><li>Reader analytics </li></ul><ul><li>Improve Ad placement </li></ul><ul><li>Connect you to the Linked Data Cloud for open data assets / increased distribution </li></ul>
  4. 4. Why? Content Tagging is Costly and Time Consuming <ul><li>Today: </li></ul><ul><ul><li>Your economics don’t support metadata creation </li></ul></ul><ul><ul><li>The value of your metadata is high </li></ul></ul><ul><ul><li>The value of your aggregated metadata is extremely high </li></ul></ul>Seconds Years Seconds Years Status Updates, Tweets New Gen News Legacy News & Corp info. Scient. Pubs Great Novels Latency Shelf Life
  5. 5. Metadata Generation <ul><li>You feed your content into an extraction engine </li></ul><ul><li>It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you </li></ul><ul><li>Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.) </li></ul><ul><li>You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc. </li></ul>
  6. 6. Live Demo: <ul><li>Cut and paste a business news story into the viewer, and hit submit. </li></ul><ul><li>View the semantic markup (hover over underlined items to see relevance, for instance). </li></ul><ul><li>Expand the extracted entities, facts and events on the left hand rail. </li></ul><ul><li>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. </li></ul><ul><li>Click the ‘SameAs’ links at the bottom to find more data on the Linked Data cloud. </li></ul>
  7. 7. Extraction engines you can use <ul><li>Yahoo : Term Extraction </li></ul><ul><li>BeliefNetworks : Recommend Concepts </li></ul><ul><li>OpenAmplify : API </li></ul><ul><li>Alchemy: API </li></ul><ul><li>Evri : REST API </li></ul><ul><li>Zemanta </li></ul><ul><li>OpenCalais : API </li></ul>
  8. 8. NEW! NEW ! How Metadata Connects You to Open Data Assets The Linked Data Cloud – December, 2008
  9. 9. Linked Data Cloud as of July, 2009
  10. 10. Basic ways semantic metatagging can help <ul><li>Streamline SEO </li></ul><ul><ul><ul><li>Associated Newspapers (UK); Al Jazeera </li></ul></ul></ul><ul><ul><ul><li>Automatically tag your content (free tools) </li></ul></ul></ul><ul><ul><ul><li>Feed Yahoo Search Monkey & Google Rich Snippets (free tools) </li></ul></ul></ul><ul><li>Improve Reader Engagement </li></ul><ul><ul><ul><li>CBS Interactive / CNET </li></ul></ul></ul><ul><ul><ul><li>Improved search and navigation </li></ul></ul></ul><ul><ul><ul><li>Recommended reading widgets (more like this) and Topic hubs </li></ul></ul></ul>
  11. 11. <ul><li>Using semantic tech to: </li></ul><ul><li>Automate metatagging of new and archived content </li></ul><ul><li>Improve search functionality & site navigation. </li></ul><ul><li>Aggregate & organize content in new ways. </li></ul><ul><li>Automatically produce topic-based sites. </li></ul><ul><li>Generate better content recommendations. </li></ul><ul><li>Publish product reviews, news articles & blog posts for programmatic use via the Linked Data cloud </li></ul>Case Study: Content Ops & Topic Hubs
  12. 12. More advanced ways metadata can help <ul><li>Create new / unique content experiences </li></ul><ul><ul><li>Huffington Post (localization) </li></ul></ul><ul><ul><li>Feedly (RSS Magazine / browser) </li></ul></ul><ul><ul><li>Use tags to triage content </li></ul></ul><ul><ul><li>Use tags to present content in new ways </li></ul></ul><ul><li>Reader Analytics </li></ul><ul><ul><li>DailyMe / Newstogram </li></ul></ul><ul><ul><li>Use tags to track reader interest / personalize the experience </li></ul></ul>
  13. 13. <ul><li>Using semantic tech to: </li></ul><ul><li>Produce regional microsites that ‘super-serve’ communities with relevant news (Chicago, LA , etc.). </li></ul><ul><li>Perform content ‘triage,’ routing the right story to the right section & the right readers. </li></ul><ul><li>Automate content ops & drive editorial productivity. </li></ul>Case Study: Localization
  14. 14. Case Study: a new content experience <ul><li>Firefox plug-in brings to life user-selected content feeds in an easy-to-read magazine format. </li></ul><ul><li>It uses semantic tech to: </li></ul><ul><ul><li>Automate tagging and linking on the back-end </li></ul></ul><ul><ul><li>Support clustering and organization / presentation on the front-end </li></ul></ul>
  15. 15. <ul><li>Using semantic tech to: </li></ul><ul><li>Achieve a new level of personalization for readers based on what they actually read </li></ul><ul><li>Provide other publishers with the same capability via its Newstogram service </li></ul><ul><li>Drive incremental revenue, charging publishers per Newstogram API call. </li></ul>Case Study: Reader Analytics & Personalization
  16. 16. STILL more advanced ways metadata can help <ul><li>Refine ad placement: </li></ul><ul><ul><li>Associated Content </li></ul></ul><ul><ul><li>Use tags in combination with ad serving / network </li></ul></ul><ul><ul><li>More relevant for readers; better performance for advertisers </li></ul></ul><ul><li>Leveraging Linked Data URIs </li></ul><ul><ul><li>BBC, Thomson Reuters, CNET, TechCrunch, etc. </li></ul></ul><ul><ul><li>Enhance content w/ open data assets </li></ul></ul><ul><ul><li>Use as a transport layer to share / distribute content </li></ul></ul>
  17. 17. <ul><li>Using OpenCalais to </li></ul><ul><li>Improve ad placement, connecting partners & advertisers with relevant, quality content. </li></ul><ul><li>Achieve deeper classification & categorization within its library of 1.7 million pieces of content. </li></ul><ul><li>Assign the right story to the right writer at the right time, based on expertise, breaking trends, what’s hot, etc. </li></ul>Case Study: Optimizing Ad Placement
  18. 18. Case Study: Do it all <ul><li>Using OpenPublish, a semantically enabled CMS to: </li></ul><ul><li>Contain costs: Streamline content operations & increase editorial productivity </li></ul><ul><li>Increase Engagement: Offering faceted search, recommended reading sidebars and more </li></ul><ul><li>Improve distribution: optimize search engine placement with more accurate, complete metatagging </li></ul><ul><li>Innovate: intelligently “mashup” content to create new products, repurpose content for display in new ways </li></ul>
  19. 19. Calais Tagaroo is for bloggers on the platform Calais Marmoset creates metadata for Yahoo! Search Monkey & Google Rich Snippets Free Tools Give the address of a web page. Get back rich semantic metadata about the people, companies, concepts, facts, events and relationships on that page.
  20. 20. <ul><li>The Calais Collection of modules makes it easy for Drupal users to get started with OpenCalais. </li></ul>OpenPublish is a complete OpenCalais-powered publishing suite based on the popular open source platform Drupal. Visit; . Free Tools
  21. 21. <ul><li>Thank you. </li></ul><ul><li>Krista Thomas </li></ul><ul><li>[email_address] </li></ul>
  22. 22. Addendum – slides showing markup and connection to the Linked Data Cloud <ul><li>In case no web connection is available </li></ul>