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Semantics in Publishing & Media

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Presentation by Rachel Lovinger, content strategy lead at Razorfish, at Smart Content: The Content Analytics Conference, October 19, 2010, http://smartcontentconference.com

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Semantics in Publishing & Media

  1. 1. © 2010 Razorfish. All rights reserved. SEMANTICS IN PUBLISHING & MEDIA Smart Content Conference October 19, 2010 Rachel Lovinger @rlovinger
  2. 2. © 2010 Razorfish. All rights reserved. ABOUT ME: RACHEL LOVINGER ‣ Content Strategy Lead, Razorfish, NYC ‣ Member of Razorfish’s Media & Entertainment Practice ‣ Previously worked on websites at Time Inc. ‣ 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 Photo by Rohanna Mertens
  3. 3. © 2010 Razorfish. All rights reserved. Razorfish creates experiences that build businesses. 3
  4. 4. © 2010 Razorfish. All rights reserved. SOME KEY FACTS Full-service digital agency One of the largest interactive marketing & technology companies Global presence with over 2,000 professionals in 19 cities in 8 countries Leader in web design and digital marketing according to Forrester $60 billion of media managed across the Publicis Groupe network We focus on creating value within the online channel 4
  5. 5. © 2010 Razorfish. All rights reserved. RESEARCH QUESTION How can publishing companies use new and emerging technologies to help face the challenges of transitioning to digital? 5
  6. 6. © 2010 Razorfish. All rights reserved. CONTENT NEEDS TO BE FREE (LIKE A BIRD, NOT LIKE BEER) 6
  7. 7. © 2010 Razorfish. All rights reserved. ESCAPING THE CONTAINER Digital media doesn’t have the same physical constraints as traditional media 7
  8. 8. © 2010 Razorfish. All rights reserved. YOUR CONTENT… 8
  9. 9. © 2010 Razorfish. All rights reserved. IN MANY CHANNELS, PLATFORMS, DEVICES 9
  10. 10. © 2010 Razorfish. All rights reserved. CHALLENGES / OPPORTUNITIES 10 ENGAGEMENT DELIVERY MONETIZATION
  11. 11. © 2010 Razorfish. All rights reserved.11 Photo by Tiago Silva TRANSFORMING PUBLISHING
  12. 12. © 2010 Razorfish. All rights reserved. STRUCTURE SETS CONTENT FREE Ironically, it’s more structure that makes content nimble and sets it free. 12
  13. 13. © 2010 Razorfish. All rights reserved. STRUCTURED DATA ‣ Markup that provides more meaning and context ‣ Ad hoc and standard methods of adding structure ‣ For example: Microformats 13 <span class="vevent"> <span class="summary">This presentation was given</span> on <span class="dtstart">2010-10-19</span> at the Smart Content Conference in <span class="location">New York, NY</span>. </span>
  14. 14. © 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 ‣ Etc… 14
  15. 15. © 2010 Razorfish. All rights reserved. SEMANTIC PUBLISHING TOOLS ‣ Add structure & metadata 15 Screenshot © 2010 Thomson Reuters
  16. 16. © 2010 Razorfish. All rights reserved. MACHINE-ASSISTED TAGGING ‣ Extract concepts from the text 16 Screenshot © 2010 Thomson Reuters
  17. 17. © 2010 Razorfish. All rights reserved. SEMANTIC SEO ‣ Add and validate formatting that supports rich search display 17 Screenshot © 2010 Dapper
  18. 18. © 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 18 Bill Clinton = President William Jefferson Clinton President Bush (George H. W.) President Bush (George W.)
  19. 19. © 2010 Razorfish. All rights reserved.19 LINKED DATA Image by Richard Cyganiak and Anja Jentzsch
  20. 20. © 2010 Razorfish. All rights reserved. RICH DATA SERVICES ‣ Connect your content and data to other rich data sources 20 Copyright ©2010 Dow Jones & Company, Inc.
  21. 21. © 2010 Razorfish. All rights reserved. ONE PAGE PER CONCEPT ‣ High SEO value ‣ Aggregates content ‣ Mapped to related data 21 BBC © MMX
  22. 22. © 2010 Razorfish. All rights reserved. BBC MUSIC BETA – ARTISTS PAGES 22 BBC © MMX
  23. 23. © 2010 Razorfish. All rights reserved. RELATED CONTENT SERVICES ‣ Automatically add related content from a variety of sources 23 © 2010 Time Inc.
  24. 24. © 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 24 Photo by Rishi Menon
  25. 25. © 2010 Razorfish. All rights reserved. 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 25
  26. 26. © 2010 Razorfish. All rights reserved. IMAGINE A NIMBLE WORLD 26
  27. 27. © 2010 Razorfish. All rights reserved. DEVELOP A PORTFOLIO OF REVENUE MODELS ‣ Paid Content ‣ Advertising ‣ Other Revenue ‣ Reduce Costs 27
  28. 28. © 2010 Razorfish. All rights reserved. MAJOR LEAGUE BASEBALL 28 © 2001-2010 MLB Advanced Media, L.P.
  29. 29. © 2010 Razorfish. All rights reserved. ONLINE ADVERTISING: LOOKING UP Need to overcome the impression that online inventory is not valuable 29 Source: eMarketer, May 2010
  30. 30. © 2010 Razorfish. All rights reserved. MAD MEN AD WITH NYT CONTENT 30 Source: The New York Times Corporation
  31. 31. © 2010 Razorfish. All rights reserved. BROAD MATCHING: TRAVEL 31 Copyright © 2010 The New York Times Company
  32. 32. © 2010 Razorfish. All rights reserved. THEMATIC MATCHING: TRAVEL 32 guardian.co.uk © Guardian News and Media Limited 2010
  33. 33. © 2010 Razorfish. All rights reserved. BRAND PROTECTION 33 Copyright © 2010 Reurers
  34. 34. © 2010 Razorfish. All rights reserved. NEW BUSINESS MODELS 34 Model by Scott Brinker
  35. 35. © 2010 Razorfish. All rights reserved. FIND YOUR AUDIENCE WHERE THEY ARE 35
  36. 36. © 2010 Razorfish. All rights reserved.36 “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
  37. 37. © 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 37
  38. 38. © 2010 Razorfish. All rights reserved. BECOME A CONTENT DISTRIBUTOR ‣ Channels ‣ Devices ‣ Platforms 38
  39. 39. © 2010 Razorfish. All rights reserved.39 Photo by Christian Van Der Henst S. 2010: iPad
  40. 40. © 2010 Razorfish. All rights reserved.40 Source: Fast Company 2011: Gestural interface
  41. 41. © 2010 Razorfish. All rights reserved.41 Image by Corey Sauve 2016: Holodeck
  42. 42. © 2010 Razorfish. All rights reserved. THE EDITOR BECOMES A CURATOR ‣ Content and data from a variety of sources ‣ Ongoing stories ‣ Archived content adds new context and meaning ‣ Also managing ad partnerships, data partnerships, multi- channel delivery, and new product development 42
  43. 43. © 2010 Razorfish. All rights reserved. ADVANCED MEDIA MONITORING ‣ Do research ‣ Track reactions 43 © 2010 Phase 2 Technology
  44. 44. © 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 44
  45. 45. © 2010 Razorfish. All rights reserved. THE DETAILS ‣ Nimble is available at: http://nimble.razorfish.com ‣ Follow us on Twitter: @NimbleRF ‣ For more information, contact: Eric Moore SVP, Media & Entertainment Group eric.moore@razorfish.com ‣ Illustrations by Fogelson-Lubliner (http://fogelson-lubliner.com) 45

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