Web 3 0 Krista Thomas


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Web 3 0 Krista Thomas

  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: http://viewer.opencalais.com <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