Empowering Your Audience
Ambassadors with Semantic
Publishing
Web 3.0 and the Future of Social Media
22 June 2011
Rachel Lovinger @rlovinger

ABOUT ME: RACHEL LOVINGER 2
• Associate Experience Director,
Content Strategy, Razorfish NYC
• Co-editor of scatter/gather, a
content strategy blog:
http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
Report on Publishing in the Digital
Age (June 2010)
©2011 Razorfish. All rights reserved.
Photo by Rohanna Mertens

ABOUT ME: RACHEL LOVINGER 3
• I use social media a lot, for both
personal and professional purposes
• My first visit to Australia
©2011 Razorfish. All rights reserved.

THE NIMBLE REPORT 4
• A Report on Publishing in the
Digital Age
• Nimble is available at:
http://nimble.razorfish.com
• On Twitter: @NimbleRF
©2011 Razorfish. All rights reserved.
Illustrations by Fogelson-Lubliner

CONTENT NEEDS TO BE FREE
(LIKE A BIRD, NOT LIKE BEER)
©2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner

WHEN CONTENT IS NIMBLE 6
Content should be able to:
• Travel Freely
• Retain Context & Meaning
• Create New Products
©2011 Razorfish. All rights reserved.

TRAVEL FREELY 7
• Socially-enabled
• Mobile-friendly
• On Demand
Photo by Rachel Lovinger, Drawing by Mathieu Plourde

WHERE IS THE CONTENT? 8
• In 2000 a digital
publisher’s content
ecosystem included a
website, an RSS feed, and
maybe an email
newsletter.
• In 2010 there are many
more content channels to
attend to.
©2011 Razorfish. All rights reserved.

ONE ARTICLE… 9
©2011 Razorfish. All rights reserved.
BBC © MMXI

IN MANY CHANNELS, PLATFORMS, DEVICES 10
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BBC © MMXI

11
“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
©2011 Razorfish. All rights reserved.

HOW DOES THE CONTENT FIND ITS AUDIENCE? 12
• Trusted editorial sources
• Editorial aggregators
• Community aggregators
• Personal filters
• Social recommendations
©2011 Razorfish. All rights reserved.

STRUCTURED SERENDIPITY 13
Me + Friends + Community + Editors
• We need smarter filters
• Tools will use all of these
factors to help people manage
their information streams
• Content has to play well in
this environment
©2011 Razorfish. All rights reserved.

SOCIAL INFLUENCE: AUDIENCE AMBASSADORS 14
Pages should be properly structured, marked up, and tagged so that
when that link shows up on Facebook it includes meaningful copy and
imagery
©2011 Razorfish. All rights reserved.

FIND YOUR AUDIENCE WHERE THEY ARE 15
©2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner

SEO GOES INTO OVERDRIVE 16
Yahoo, Google, and Bing have all begun using rich metadata embedded
in pages to apply formatting for specific kinds of content and display
useful information right in the results.
©2011 Razorfish. All rights reserved.

SEMANTIC SEO 17
• Add semantic markup to the
content
• Submit it to search engines
• Boost search rankings
• Makes pages more accessible for
visually impaired users
• Displays additional business data,
content, or product information
directly in search results
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Dapper

SOCIAL SEARCH 18
Facebook
Quora
Gmail
Facebook
Google Reader
Twitter
©2011 Razorfish. All rights reserved.

ADVANCED MEDIA MONITORING 19
• Track Twitter, social
networks, blogs,
discussion boards,
content sites
• Track a brand, industry,
domain or topic
• With semantic
capabilities:
• more accurate relevance
• sentiment analysis
• Track ongoing stories
and audience reaction
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Phase 2 Technology

ADVANCED MEDIA MONITORING 20
Example Services
Imooty Tracks keywords and mentions of a brand, using a simple dashboard or by
creating alerts, widgets, or RSS feeds.
Inbenta Follow the topics that people in your business are following.
Lexalytics Scans what’s being said in blogs, tweets and social media to provide sentiment
analysis about companies, topics and current events.
Tattler Mines news, websites, blogs, multimedia sites, and social media to find mentions
of topics or issues of interest to you.
©2011 Razorfish. All rights reserved.

STRUCTURE SETS CONTENT FREE
©2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner

ELEMENTS OF STRUCTURE 22
• Structured Data
• Meaningful Metadata
• Linked Data
• One Page Per Concept
• APIs
©2011 Razorfish. All rights reserved.

STRUCTURED DATA 23
• Markup that provides more meaning and context
• Ad hoc and standard methods of adding structure
<b>Madonna</b> Indicates that the text within the tags should
be bold.
<H1>Madonna</H1> Indicates that the text within the tags is a
headline.
<foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a
name, as defined in the “Friend of a Friend”
vocabulary.
<amgID=64565>Madonna</amgID> Indicates that the text within the tags refers
to the recording artist Madonna, as
described on AllMusic.
©2011 Razorfish. All rights reserved.

SEMANTIC PUBLISHING TOOLS 24
• Tools with a range of
structure and metadata
capabilities
• Content encoded with
semantic markup and
meaningful metadata
• Not necessary to understand
all the underlying code
• Streamlines publishing
• Faster, easier, and cheaper
make new content products
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Thomson Reuters

MANAGE CONTENT WITH METADATA 25
Drupal 7
• Open source CMS
• Native support for semantic structures RDF & RDFa
©2011 Razorfish. All rights reserved.

MEANINGFUL METADATA 26
Search: Blackberry
©2011 Razorfish. All rights reserved.
Image by enrique dans and Rob MacEwen

MACHINE-ASSISTED TAGGING 27
• Extracts concepts from the text
• Suggests categorized terms
• Content producer approves or rejects each suggested term
©2011 Razorfish. All rights reserved.
Screenshot from Joe Devon’s MySQLTalk.com `

MACHINE-ASSISTED TAGGING 28
Example Services
OpenCalais Automatically tags people, places, companies, facts and events found in the
content.
TextWise Generates weighted, relevant metadata based on key concepts found in the
text of a document or web page.
Tagaroo An OpenCalais plug-in for WordPress.
©2011 Razorfish. All rights reserved.

LINKED OPEN DATA 29
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Diagram by Richard Cyganiak and Anja Jentzsch

RICH DATA SERVICES 30
Connect your content and data to
other rich data sources
©2011 Razorfish. All rights reserved.
Copyright ©2011 Dow Jones & Company, Inc.

METADATA STANDARDS FOR SOCIAL CONNECTIONS 31
FOAF = Friend of a Friend
• Describes people, their connections, the things they create
• Incorporated into many other standard vocabularies & tools
• Includes elements such as:
• Agent, Person, Group, Project, age, familyName, givenName, knows, interest,
isPrimaryTopicOf, myersBriggs, publications, openID, workplaceHomepage
SIOC = Semantically-Interlinked Online Communities
• Integrates personal profile and social networking information
• Usually used in conjunction with FOAF
• Includes elements such as:
• Community, Forum, Item, Post, Role, Thread, UserAccount, about, creator_of,
follows, last_activity_date, member_of, related_to, subscriber_of
©2011 Razorfish. All rights reserved.

FACEBOOK OPEN GRAPH 32
OGP = Open Graph Protocol
• Adds metadata to any page that identifies it more clearly to
Facebook
• Based on RDF (a W3C semantic web standard)
• Allows for deeper integration with Facebook and a person’s
existing social networking activity
• Includes elements such as:
• title, location information, contact information, activity types, business types,
people types, place types
©2011 Razorfish. All rights reserved.

ONE PAGE PER CONCEPT 33
• High SEO value
• Aggregates content
• Mapped to related data
©2011 Razorfish. All rights reserved.
BBC © MMXI

APIS FOR CONTENT, DATA, AND FUNCTION 34
• Import data, content, and
services
• Make content and data
available for use by others
©2011 Razorfish. All rights reserved.
Photo by Rishi Menon

AUDIENCE PARTICIPATION 35
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BBC © MMXI

AUDIENCE COLLABORATION 36
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BBC © MMXI

AUDIENCE CREATORS 37

AUDIENCE CREATORS 38

39
CONCLUSION
• Content needs to be free - free to be
consumed where and when people
want it
• Make your content easier to find and
share by adding semantic markup
• Engage with your audience by finding
them where they are
• Turn ambassadors into influencers and
even contributors
©2011 Razorfish. All rights reserved.