Make Your Content Nimble - Sem Tech UK

Make Your Content Nimble
Semantic Tech & Business Conference
26 September 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

NIMBLE: A REPORT ON PUBLISHING IN THE DIGITAL AGE 3

• Nimble is available at:
http://nimble.razorfish.com

• On Twitter: @NimbleRF

Illustrations by Fogelson-Lubliner

IF CONTENT IS NIMBLE 5

Nimble content can:
• Travel Freely
• Retain Context & Meaning
• Create New Products

Illustration by Fogelson-Lubliner

TRAVEL FREELY 6

• Socially-enabled
• Mobile-friendly
• On Demand

Photo by Rachel Lovinger, Drawing by Mathieu Plourde

RETAIN CONTEXT & MEANING 7

• Source
• Usage
• Relationships

Image © 2011 TheHuffingtonPost.com, Inc.

CREATE NEW PRODUCTS 8

• Reusable
• Engaging
• Profitable
• Time to Market

Photo by Rishi Menon
Photo by Christian Van Der Henst S.

Qualities of Nimble Content

CONTENT MUST BE…

WELL STRUCTURED

Photo by Travis Nep Smith

WELL DEFINED

Photo by Matt M

WELL DESCRIBED

Photo by zerothousand

HOW TO MAKE CONTENT NIMBLE 14

Standards + Tools +
Processes

Expose content using
structures that mean
something to the machines
(platforms, systems, devices,
channels) that receive it.

Photo by Steve Jurvetson, `

How to make content

WELL STRUCTURED

WELL STRUCTURED 16

• Information separated from presentation
• Segmented into usable bits

Title: Ta-dah!
Description:
we're talking a serious jello mold here.
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL: http://www.flickr.com/photos/dandeluca/4360567363

Photo by Dan DeLuca `

STANDARDS 17

• HTML5 – Markup with more meaning and context
• RDF (Resource Description Framework) – Provides a structure
(aka framework) for describing identified things (aka resources)
• RDFa (RDF in attributes) – Allows RDF attributes and properties
to be included in XHTML and HTML documents
• OWL (Web Ontology Language) – For developing ontologies that
are compatible with the World Wide Web
• SKOS (Simple Knowledge Organization System) – Designed
specifically to express information that’s more hierarchical.


TOOL: CONTENT MANAGEMENT SYSTEM 18

Separate the information from
the presentation


PROCESS: ESTABLISH A CONTENT MODEL 19

Determine:
1. The types of content
• For example: article, quiz, photo, recipe, review, event, photo gallery

2. The elements that make up each type
3. Any relationships between content types
• For example: a photo gallery is composed of photos


STRUCTURAL METADATA 20

• The elements that make up each type
• Example: Photo

Title: Ta-dah!
Description:
we're talking a serious jello mold here.


How to make content

WELL DEFINED

WELL DEFINED 22

These separate bits of information need to be exposed to various
delivery platforms in a meaningful way.

<h2>This is my story</h2>
<i>by Joanne Smith</i>

is not as informative as

<title>This is my story</title>
<author>Joanne Smith</author>


STANDARD: DUBLIN CORE METADATA INITIATIVE 23

Purpose: A metadata framework for describing any type of content
Example attributes:
• Name: The unique term that identifies the item
• Label: The human-readable label assigned to the term
• Definition: A description of the term.
Example properties:
• abstract: A summary of the item
• audience: The intended audience for the item
• creator: A person, organization or service responsible for creating the item
• license: Indicates usage rights for the item
• subject: The topic of the item


MORE SPECIFIC METADATA STANDARDS 24

• Journalism: PRISM, NewsML, rNews
• Images: EXIF, XMP
• Video: MPEG-7, MediaRSS
• Social Connections: FOAF, SIOC
• eCommerce: Good Relations Ontology

• Additional standards will continue to be developed


TOOLS : STANDARDS-ENABLED CMS 25

Drupal 7
• Open source CMS
• Native support for semantic structures


PROCESS 26

• Find and adapt the standard(s) that work for you
• Retain any metadata that may already exist
• For example: Don’t lose the EXIF data when you buy images


How to make content

WELL DESCRIBED

WELL DESCRIBED 28

These meaningful structures need to be filled in with information that
gives the content context and meaning and helps platforms and
systems understand how to use it.

Title: Ta-dah!
Description: we're talking a serious jello
mold here.


VOCABULARIES 29

• Taxonomy – A hierarchical classification system containing one or
more dimensions
• Folksonomy – A user-generated tagging system, where new terms
can be added on an as-needed basis
• Ontology – Includes business rules that applies additional logic to
the organization and properties of the terms

Bottom Line: The values in those metadata fields need to be filled
in.
• Some, like title and abstract, will need to be open data.
• But others, like keywords, industries, people, geography,
languages, and product names should be standardized.

STANDARDS: LINKED OPEN DATA – FEB 2008 30

Diagram by Richard Cyganiak and Anja Jentzsch

STANDARDS: LINKED OPEN DATA – SEPT 2010 31


STANDARDS: LINKED OPEN DATA – SEPT 2011 32


TOOLS: MACHINE-ASSISTED TAGGING 33

• Extracts concepts on a page
• Suggests categorized terms
• Content producer approves or rejects each suggested term

Screenshot from Joe Devon’s MySQLTalk.com `

PROCESS 34

• It is not trivial to create this metadata.
• Retain!
• Crowdsource!
• Share!


35
CONCLUSION

• Nimble content must be in a CMS, with
an adaptable content model.
• Use industry standard metadata
frameworks and rich descriptive
metadata.
• Retain and use the metadata you have.
• Create metadata, or use open data
• Share your created data with others!

FOR MORE INFORMATION 36

• HTML5: Mark Pilgrim’s Dive Into HTML5 http://diveintohtml5.org/
• RDFa: http://rdfa.info/
• OWL: http://www.w3.org/TR/owl2-overview/
• Dublin Core: http://dublincore.org/
• PRISM: http://www.idealliance.org/specifications/prism/
• NewsML: http://www.iptc.org/cms/site/index.html?channel=CH0111
• rNews: http://dev.iptc.org/rNews
• EXIF: http://www.exif.org/
• XMP: http://www.adobe.com/products/xmp/
• MPEG-7: http://mpeg.chiariglione.org/standards/mpeg-7/mpeg-7.htm
• Media RSS: http://www.rssboard.org/media-rss
• FOAF: http://www.foaf-project.org/
• SIOC: http://sioc-project.org/
• Good Relations: http://www.heppnetz.de/projects/goodrelations/
• Linked Open Data: http://linkeddata.org/


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