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Web 3 0 Krista Thomas 1 26 10


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Presentation for the Marketing Panel at the Web 3.0 Conference in Santa Clara, CA on Jan 26, 2010. Offers an overview of the relevance of semantic technologies to Marketing Communications challenges in the age of social media - when we are all publishers and must tell our own stories.

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Web 3 0 Krista Thomas 1 26 10

  1. 1. Marketing Content: Bringing Structure to Articles, Blog Posts and More Krista Thomas VP Marketing & Communications, OpenCalais
  2. 2. The Marketing-Communications Dilemma <ul><li>The echo chamber of news and disparate conversations can bury your message </li></ul><ul><li>Advertising, Direct Marketing & PR are no longer the only ways to get ideas out there </li></ul><ul><li>Social media conversations require fuel and constant feeding </li></ul><ul><li>Hence we must market our own “content” today – blog posts, whitepapers, PPTs, videos, etc. </li></ul><ul><li>Every company can and must be its own media company  “report” your own story. </li></ul>
  3. 3. Marketing Content: bringing structure to unstructured text can help you to: <ul><li>Streamline SEO </li></ul><ul><li>Improve Reader Engagement </li></ul><ul><li>Create new / unique content experiences / UI </li></ul><ul><li>Get reader analytics </li></ul><ul><li>Improve Ad placement / distribution </li></ul><ul><li>Connect to the Linked Data Cloud to get open data assets / increased distribution </li></ul>
  4. 4. 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 <ul><ul><li>Your metadata is increasingly important </li></ul></ul><ul><ul><li>The value of your aggregated metadata will be extremely high </li></ul></ul>
  5. 5. Extraction Engines That Can Help <ul><li>Yahoo </li></ul><ul><li>BeliefNetworks </li></ul><ul><li>OpenAmplify </li></ul><ul><li>Alchemy </li></ul><ul><li>Evri </li></ul><ul><li>Zemanta </li></ul><ul><li>OpenCalais </li></ul>
  6. 6. Metadata Generation: How it Works <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>
  7. 7. 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>
  8. 8. Get Access to Open Data in the Linked Data Cloud
  9. 9. Basic ways semantic metatagging can help <ul><li>SEO: </li></ul><ul><ul><ul><li>Automatically tag your content </li></ul></ul></ul><ul><ul><ul><li>Feed Yahoo Search Monkey & Google Rich Snippets </li></ul></ul></ul><ul><li>Reader Engagement: </li></ul><ul><ul><ul><li>Improved search and navigation </li></ul></ul></ul><ul><ul><ul><li>Recommended reading widgets and Topic hubs </li></ul></ul></ul><ul><li>New content experiences: </li></ul><ul><ul><ul><li>Use tags to triage content for localization, etc. </li></ul></ul></ul><ul><ul><ul><li>Use tags to present content in entirely new ways </li></ul></ul></ul>
  10. 10. More advanced ways metadata can help <ul><li>Reader Analytics: </li></ul><ul><ul><li>Use tags to track reader interest </li></ul></ul><ul><ul><li>Reach new levels of personalization </li></ul></ul><ul><ul><li>Generate incremental revenue </li></ul></ul><ul><li>Ad Placement: </li></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: </li></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>
  11. 11. Thank you [email_address] @KristaThomas