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THERE’S NO SEMANTIC WEB
WITHOUT CONTENT AND DATA
WEB CONTENT 2010 – 8 JUNE 2010
RACHEL LOVINGER




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
“Language is magic, and computers are still dumb."

                                         - Aaron Straup Cope (flickr.com)




2   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
BLACKBERRY




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
BLACKBERRY




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
                                                                       Photo by enrique dans
BLACKBERRY




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
                                                                       Photo by Rob MacEwen
AGENDA
    ‣    What is the semantic web?
    ‣    The key ingredients
    ‣    How it’s being used now
    ‣    What it means for Content Strategy




6       © 2010 Razorfish. All rights reserved. Confidential and proprietary.
WHAT IS THE SEMANTIC WEB?




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
TRANSLATE THAT INTO COMPUTER-ESE


    The underlying strategy of the
    Semantic Web is to create
    data and websites that are
    “machine-readable.”


    If machines comprehend
    the meaning of data and
    content, they can:
    ‣ manipulate data in more
    meaningful ways
    ‣ provide precisely the
    information that the user wants


8   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IS THERE A STARBUCKS NEARBY?




9   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
A FRENCH RESTAURANT?




10   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
GIFT FOR YOUR SUPERHERO NIECE?




                                                                                    ?
                                                                                            ?
                                                                            ?                   ?
                                                                            ?           ?
                                                                                ?
                                                                                        ?


11   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
                                                                                                    Photo by Brendan Riley
FIND A HAIR APPOINTMENT
 Search for specific criteria:
 • Highly-rated salon
 • Near the office
 • Available time that fits
     your busy schedule




12   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
SOLVING FOR COMPLEXITY

     Machines are good at complex things that people do poorly


     • Computing or recalling long strings of numbers
     • Comparing large sets of data
     • Searching through millions of pages or data records for a
       specific item




13    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
                                                                             Image by Eric Dobbs
SOLVING FOR COMPLEXITY

     People are good at some complex things that machines don’t handle well

     Equivalence                                                             6:00pm and 18:00


     Lumping similar things                                                  6:00pm and 8:23am


     Splitting different things                                              6:07:10 and 060710



     Semantic systems are designed to capture the logic that will allow them to
     understand these types of relationships within data and use them to create new
     facts about the data.




14    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
THE KEY INGREDIENTS




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
HOW DO MACHINES KNOW WHAT DATA MEANS?




                            Identity + Definition + Structure

16   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE




17   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

     IDs
     ‣ Machines need a unique, consistent way to identify a thing or concept.
     ‣ People can usually tell by context, but a machine needs a unique identifier to
        be able to make connections or distinctions.




               Bill Clinton =                                                 President Bush   President Bush
     President William Jefferson Clinton                                      (George H. W.)     (George W.)

18     © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY: STANDARDS

     Standard identifiers


     ISBN: International Standard
                Book Number
     ISMN: Music
     ISAN: Audiovisual works




19    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY: OPEN SOURCE

     MusicBrainz: database of music metadata,
     licensed by BBC to augment web pages




                     The Police MBID: 9e0e2b01-41db-4008-bd8b-988977d6019a

20    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

     Ontology
     Define classifications, properties, relationships, and logic

                                     Blackberry1 is a type of Fruit
                                     A Fruit is an Edible Thing


                                     Blackberry2 is a type of Wireless E-mail Device
                                     A Wireless E-mail Device is a Mobile Electronic Device

                                     Properties of Edible Things:
                                              Seasonal – Yes/No
                                              Calories – #
                                              Ingredients (optional) – other Edible Things

                                     A Mobile Electronic Device can never be an Edible Thing.

22    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE




23   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

     Some non-standard ways to express semantics
     ‣ MicroFormats – uses XHTML & HTML markup to embed meaning in a webpage
         ‣ hCard for contact information
         ‣ hCalendar for events
                <span class="vevent">
                  <span class="summary">This presentation was given</span>
                   on <span class="dtstart">2010-04-16</span>
                   at the Content Strategy Forum
                   in <span class="location">Paris, France</span>.
                </span>


     ‣ Machine Tags – definition added to simple user tagging (“folksonomy”)
        ‣ flora:tree=coniferous
        ‣ upcoming:event=81334


24    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE




25   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE




26   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

     New Web Standards
     Developed specifically for expressing metadata and metadata relationships
     ‣    Dublin Core – an ISO standard defining 15 common metadata elements
     ‣    RDF – a model for expressing metadata as triples (subject-predicate-object)
     ‣    OWL – adds semantic meaning
     ‣    SKOS – expresses structured controlled vocabularies, taxonomies




                                                                                Object


                                               Subject




27       © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

                                                                            EdibleThing




                                Fruit

                                                                                          BerryPie



                                                Blackberry1




28   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
IDENTITY + DEFINITION + STRUCTURE

                                                                            EdibleThing




                                Fruit

                                                                                          BerryPie




                                                                                            IngredientOf
                                                Blackberry1
                                                                                    abc                    123
                                                                                            xyz

       Note: Blackberry2 can’t be an ingredient of BerryPie, because it’s not an
       EdibleThing and all ingredients of EdibleThings must also be EdibleThings


29   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
LINKED DATA: A DISTRIBUTED APPROACH

     A Web of Data




                                                                             Image by Richard Cyganiak and Anja Jentzsch

30    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
LINKED DATA: A DISTRIBUTED APPROACH

     One page per concept
     ‣ URL is a type of ID
     ‣ “topic pages” – a powerful tool
       and reference point
     ‣ high SEO value
     ‣ aggregate content
     ‣ contain related data & IDs




31    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
HOW IT’S BEING USED NOW




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
WALL STREET JOURNAL MOVIE REVIEWS




33   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
ENRICHED SEARCH RESULTS


                                                                             Yahoo! SearchMonkey
     Google Rich Snippets




                                  +

34    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
ENRICHED VANITY SEARCH




35   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
GETGLUE – RATINGS AND RECOMMENDATIONS




36   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
GETGLUE – RATINGS AND RECOMMENDATIONS




37   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
THE NEW YORK TIMES – ALUMNI IN THE NEWS




38   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
BBC MUSIC BETA – ARTISTS PAGES




39   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
BBC PROGRAMME PAGES




40   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
DATA.GOV
     “The purpose of Data.gov is to increase public access to high value,
     machine readable datasets generated by the Executive Branch of the
     Federal Government.”




41    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
FLUVIEW
                                National Flu Activity Map – a widget by CDC.gov




42   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
DATA.GOV.UK




43   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
DATA.GOV.UK APPS

     Help you find things
     ‣    A post box
     ‣    A school
     ‣    An affordable place to live
     ‣    A job
     ‣    A volunteering opportunity
     ‣    A dentist
     ‣    A pharmacy
     ‣    A bike route
     ‣    A hospital
     ‣    A parking spot
                                                                                Cyclestreets.net
     ‣    A care home


44       © 2010 Razorfish. All rights reserved. Confidential and proprietary.
PARKOPEDIA




45   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
DATA.GOV.UK APPS

     Get information on
     ‣    How taxes are spent                                                          ‣   Renewable energy projects
     ‣    Technology investments                                                       ‣   Planning Alerts
     ‣    Crime stats                                                                  ‣   Anti-social behavior in the area
     ‣    The geological makeup of your area                                           ‣   Hazardous street conditions
     ‣    Geographical details
     ‣    Local issues
     ‣    Local government
     ‣    Health
     ‣    Obesity
     ‣    Real Estate


                                                                                fillthathole.org.uk
46       © 2010 Razorfish. All rights reserved. Confidential and proprietary.
ASBOROMETER




47   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
WHAT IT MEANS FOR
CONTENT STRATEGY




© 2010 Razorfish. All rights reserved. Confidential and proprietary.
49   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
                                                                            Photo by Jon Higgins
SEMANTIC CAPABILITIES

     Content Strategists should get familiar with these new kinds of tools and services
     ‣    Related Content Services
     ‣    Advanced Media Monitoring
     ‣    Semantic Publishing Tools
     ‣    Semantic Ad Targeting
     ‣    Rich Data Services
     ‣    Machine-Assisted Tagging
     ‣    Semantic SEO




50       © 2010 Razorfish. All rights reserved. Confidential and proprietary.
RELATED CONTENT SERVICES



                               ‣ Enhance existing pages
                               ‣ Identify key concepts
                               ‣ Place assets and information
                                    on the page or link to relevant
                                    offsite content
                               ‣ Video, images, user-
                                    generated reviews, tweets,
                                    Wikipedia entries, etc.




51   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
RELATED CONTENT SERVICES

     Example Services
      Apture                    Provides additional contextual information in multimedia pop-ups, drawn
                                from places such as Wikipedia, YouTube and Flickr.

      Evri                      Allows readers to browse articles, images, and videos related to the topic
                                of an article or content element, and provides widgets for sidebars, posts
                                and popovers.

      Headup                    Provides contextually relevant material from social networks and web
                                services.

      NewsCred                  Augments content with related stories from 6000 top news sources, as
                                well as topic pages and license-free photos.

      Zemanta                   Suggests related content and pictures that editors can embed in articles
                                or blog posts.



52    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
ADVANCED MEDIA MONITORING

                                                                            ‣ 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




53   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
     Screenshot © 2010 Phase 2 Technology
ADVANCED MEDIA MONITORING

     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.




54    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
SEMANTIC PUBLISHING TOOLS

     ‣ Content management tools that
       incorporate a wide range of
       structure and metadata capabilities
     ‣ Create and publish content
       encoded with semantic markup
       and meaningful metadata
     ‣ Not necessary to understand all
       the underlying code
     ‣ Streamlines the publishing process
     ‣ Makes it faster, easier, and
       cheaper to bring new content
       products to market




55    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
      Screenshot © 2010 Thomson Reuters
SEMANTIC PUBLISHING TOOLS

     Example Services
      OpenPublish                A version of Drupal with OpenCalais machine assisted tagging and
                                 RDFa formatting built in.


      Jiglu Insight              Finds hidden relationships to other content you’ve published and
                                 automatically creates links.




56    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
SEMANTIC AD TARGETING




               ‣ Analyzing content pages for
                    message, context, or mood, and
                    inserts relevant ads
               ‣ Creates highly desirable ad inventory
               ‣ Audience targeting, without the
                    privacy concerns of behavioral
                    targeting
               ‣ Brand protection against unfortunate
                    term-matching
                                                                            An example of non-semantic contextual ads


57   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
SEMANTIC AD TARGETING

     Example Services
      ad pepper                  Provides ad placement, lead generation and brand protection through
                                 semantic analysis of page content and user behavior.

      Peer39                     Understands the meaning and sentiment of web pages so that ads can
                                 be targeted to appropriate audiences, and also protects advertisers from
                                 having their campaigns placed on negative or objectionable content.
                                 Identifies hot topics on the fly, and quickly adapts to create new
                                 “premium” inventory.

      Proximic                   Performs real-time content analysis to accurately target ads, builds user
                                 profiles for better audience targeting, and includes brand protection
                                 measures.




58    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
RICH DATA SERVICES



                          ‣ Enhance content with linked
                               data
                          ‣ Import additional information,
                               assets, services, and user-
                               generated content
                          ‣ Improve SEO
                          ‣ Obtain additional data and
                               content for application
                               development
                          ‣ Data set may already include
                               map to other desirable data
                               and services


59   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
RICH DATA SERVICES

     Example Services
      Factual                   An open data platform providing tools to enable anyone to contribute and
                                use sources of structured data.

      Freebase                  An open, semantically enhanced database of information, similar to
                                Wikipedia, but with structured data on millions of topics in dozens of
                                domains.


      iGlue                     A community editable database containing images, video, individuals,
                                institutions, and geographic locations.




60    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
MACHINE-ASSISTED TAGGING

     ‣ Streamlines the process of tagging content by extracting concepts on a page
     ‣ Suggests a set of consistent tags for each piece of content
     ‣ Content producer approves or rejects each suggested tag




61    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
      Screenshot © 2010 Thomson Reuters
MACHINE-ASSISTED TAGGING

     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.




62    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
SEMANTIC SEO

     ‣ Adds semantic markup to the content,
       or validates existing markup
     ‣ Submits it to search engines
     ‣ Boosts search rankings
     ‣ Makes pages more accessible for
       visually impaired users
     ‣ Displays additional business data,
       content, or product information directly
       in search results




63    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
      Screenshot © 2010 Dapper
SEMANTIC SEO

     Example Services
      Google Rich                    Tests webpage markup to ensure that Google’s Rich Snippets feature
      Snippets                       can interpret it correctly.
      Testing Tool
      Inbenta                        Assists in the creation of content using the terminology of popular
                                     search queries.


      Semantify                      Provides automated semantic enhancement of a site without changing
      (by Dapper)                    its pages. Search engines see the site with RDFa tagging embedded
                                     in the page.




64    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
ADDITIONAL RESOURCES

     ‣ Sindice (http://sindice.com) – The semantic web index
     ‣ SchemaWeb (http://www.schemaweb.info) – A directory of RDF schemas
     ‣ Semantic Universe (http://www.semanticuniverse.com) – Educating the World
       About Semantic Technologies and Applications)
     ‣ Semanticweb.org – A wiki for the semantic community
     ‣ ReadWriteWeb: Semantic Web Archives
       (http://www.readwriteweb.com/archives/semantic-web/) – All the Semantic
       Web articles on this leading information technology blog
     ‣ LinkedData.org – Resources from across the Linked Data community
     ‣ Nimble: A Razorfish report on publishing in the digital age – Available now
       at http://nimble.razorfish.com




65    © 2010 Razorfish. All rights reserved. Confidential and proprietary.
CONCLUSION

     ‣ Content Strategy will still be needed to help implement and use these tools
     ‣ Related Content Services, Semantic Ad Targeting, Rich Data Services,
        Semantic SEO, Taxonomy/Ontology/Controlled Vocabularies
            ‣    Establish business rules
            ‣    Help configure the tools
            ‣    Periodically monitor the results
            ‣    Make adjustments as needed
     ‣ Advanced Media Monitoring, Semantic Publishing Tools, Machine-Assisted
        Tagging
            ‣ Ongoing interaction by insightful, skilled users
            ‣ CS might be the primary user
            ‣ CS might train others to get the best results from their use



66   © 2010 Razorfish. All rights reserved. Confidential and proprietary.
QUESTIONS?

                                                    Rachel.Lovinger@razorfish.com
                                                                 Twitter: @rlovinger
                                                   http://scattergather.razorfish.com
                                                         http://nimble.razorfish.com




                                                            Thank you!




67   © 2010 Razorfish. All rights reserved. Confidential and proprietary.

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Semantic Web and Content Strategy

  • 1. THERE’S NO SEMANTIC WEB WITHOUT CONTENT AND DATA WEB CONTENT 2010 – 8 JUNE 2010 RACHEL LOVINGER © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 2. “Language is magic, and computers are still dumb." - Aaron Straup Cope (flickr.com) 2 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 3. BLACKBERRY © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 4. BLACKBERRY © 2010 Razorfish. All rights reserved. Confidential and proprietary. Photo by enrique dans
  • 5. BLACKBERRY © 2010 Razorfish. All rights reserved. Confidential and proprietary. Photo by Rob MacEwen
  • 6. AGENDA ‣ What is the semantic web? ‣ The key ingredients ‣ How it’s being used now ‣ What it means for Content Strategy 6 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 7. WHAT IS THE SEMANTIC WEB? © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 8. TRANSLATE THAT INTO COMPUTER-ESE The underlying strategy of the Semantic Web is to create data and websites that are “machine-readable.” If machines comprehend the meaning of data and content, they can: ‣ manipulate data in more meaningful ways ‣ provide precisely the information that the user wants 8 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 9. IS THERE A STARBUCKS NEARBY? 9 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 10. A FRENCH RESTAURANT? 10 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 11. GIFT FOR YOUR SUPERHERO NIECE? ? ? ? ? ? ? ? ? 11 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Photo by Brendan Riley
  • 12. FIND A HAIR APPOINTMENT Search for specific criteria: • Highly-rated salon • Near the office • Available time that fits your busy schedule 12 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 13. SOLVING FOR COMPLEXITY Machines are good at complex things that people do poorly • Computing or recalling long strings of numbers • Comparing large sets of data • Searching through millions of pages or data records for a specific item 13 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Image by Eric Dobbs
  • 14. SOLVING FOR COMPLEXITY People are good at some complex things that machines don’t handle well Equivalence 6:00pm and 18:00 Lumping similar things 6:00pm and 8:23am Splitting different things 6:07:10 and 060710 Semantic systems are designed to capture the logic that will allow them to understand these types of relationships within data and use them to create new facts about the data. 14 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 15. THE KEY INGREDIENTS © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 16. HOW DO MACHINES KNOW WHAT DATA MEANS? Identity + Definition + Structure 16 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 17. IDENTITY + DEFINITION + STRUCTURE 17 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 18. IDENTITY + DEFINITION + STRUCTURE IDs ‣ Machines need a unique, consistent way to identify a thing or concept. ‣ People can usually tell by context, but a machine needs a unique identifier to be able to make connections or distinctions. Bill Clinton = President Bush President Bush President William Jefferson Clinton (George H. W.) (George W.) 18 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 19. IDENTITY: STANDARDS Standard identifiers ISBN: International Standard Book Number ISMN: Music ISAN: Audiovisual works 19 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 20. IDENTITY: OPEN SOURCE MusicBrainz: database of music metadata, licensed by BBC to augment web pages The Police MBID: 9e0e2b01-41db-4008-bd8b-988977d6019a 20 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 21. IDENTITY + DEFINITION + STRUCTURE © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 22. IDENTITY + DEFINITION + STRUCTURE Ontology Define classifications, properties, relationships, and logic Blackberry1 is a type of Fruit A Fruit is an Edible Thing Blackberry2 is a type of Wireless E-mail Device A Wireless E-mail Device is a Mobile Electronic Device Properties of Edible Things: Seasonal – Yes/No Calories – # Ingredients (optional) – other Edible Things A Mobile Electronic Device can never be an Edible Thing. 22 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 23. IDENTITY + DEFINITION + STRUCTURE 23 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 24. IDENTITY + DEFINITION + STRUCTURE Some non-standard ways to express semantics ‣ MicroFormats – uses XHTML & HTML markup to embed meaning in a webpage ‣ hCard for contact information ‣ hCalendar for events <span class="vevent"> <span class="summary">This presentation was given</span> on <span class="dtstart">2010-04-16</span> at the Content Strategy Forum in <span class="location">Paris, France</span>. </span> ‣ Machine Tags – definition added to simple user tagging (“folksonomy”) ‣ flora:tree=coniferous ‣ upcoming:event=81334 24 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 25. IDENTITY + DEFINITION + STRUCTURE 25 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 26. IDENTITY + DEFINITION + STRUCTURE 26 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 27. IDENTITY + DEFINITION + STRUCTURE New Web Standards Developed specifically for expressing metadata and metadata relationships ‣ Dublin Core – an ISO standard defining 15 common metadata elements ‣ RDF – a model for expressing metadata as triples (subject-predicate-object) ‣ OWL – adds semantic meaning ‣ SKOS – expresses structured controlled vocabularies, taxonomies Object Subject 27 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 28. IDENTITY + DEFINITION + STRUCTURE EdibleThing Fruit BerryPie Blackberry1 28 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 29. IDENTITY + DEFINITION + STRUCTURE EdibleThing Fruit BerryPie IngredientOf Blackberry1 abc 123 xyz Note: Blackberry2 can’t be an ingredient of BerryPie, because it’s not an EdibleThing and all ingredients of EdibleThings must also be EdibleThings 29 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 30. LINKED DATA: A DISTRIBUTED APPROACH A Web of Data Image by Richard Cyganiak and Anja Jentzsch 30 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 31. LINKED DATA: A DISTRIBUTED APPROACH One page per concept ‣ URL is a type of ID ‣ “topic pages” – a powerful tool and reference point ‣ high SEO value ‣ aggregate content ‣ contain related data & IDs 31 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 32. HOW IT’S BEING USED NOW © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 33. WALL STREET JOURNAL MOVIE REVIEWS 33 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 34. ENRICHED SEARCH RESULTS Yahoo! SearchMonkey Google Rich Snippets + 34 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 35. ENRICHED VANITY SEARCH 35 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 36. GETGLUE – RATINGS AND RECOMMENDATIONS 36 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 37. GETGLUE – RATINGS AND RECOMMENDATIONS 37 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 38. THE NEW YORK TIMES – ALUMNI IN THE NEWS 38 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 39. BBC MUSIC BETA – ARTISTS PAGES 39 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 40. BBC PROGRAMME PAGES 40 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 41. DATA.GOV “The purpose of Data.gov is to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government.” 41 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 42. FLUVIEW National Flu Activity Map – a widget by CDC.gov 42 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 43. DATA.GOV.UK 43 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 44. DATA.GOV.UK APPS Help you find things ‣ A post box ‣ A school ‣ An affordable place to live ‣ A job ‣ A volunteering opportunity ‣ A dentist ‣ A pharmacy ‣ A bike route ‣ A hospital ‣ A parking spot Cyclestreets.net ‣ A care home 44 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 45. PARKOPEDIA 45 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 46. DATA.GOV.UK APPS Get information on ‣ How taxes are spent ‣ Renewable energy projects ‣ Technology investments ‣ Planning Alerts ‣ Crime stats ‣ Anti-social behavior in the area ‣ The geological makeup of your area ‣ Hazardous street conditions ‣ Geographical details ‣ Local issues ‣ Local government ‣ Health ‣ Obesity ‣ Real Estate fillthathole.org.uk 46 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 47. ASBOROMETER 47 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 48. WHAT IT MEANS FOR CONTENT STRATEGY © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 49. 49 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Photo by Jon Higgins
  • 50. SEMANTIC CAPABILITIES Content Strategists should get familiar with these new kinds of tools and services ‣ Related Content Services ‣ Advanced Media Monitoring ‣ Semantic Publishing Tools ‣ Semantic Ad Targeting ‣ Rich Data Services ‣ Machine-Assisted Tagging ‣ Semantic SEO 50 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 51. RELATED CONTENT SERVICES ‣ Enhance existing pages ‣ Identify key concepts ‣ Place assets and information on the page or link to relevant offsite content ‣ Video, images, user- generated reviews, tweets, Wikipedia entries, etc. 51 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 52. RELATED CONTENT SERVICES Example Services Apture Provides additional contextual information in multimedia pop-ups, drawn from places such as Wikipedia, YouTube and Flickr. Evri Allows readers to browse articles, images, and videos related to the topic of an article or content element, and provides widgets for sidebars, posts and popovers. Headup Provides contextually relevant material from social networks and web services. NewsCred Augments content with related stories from 6000 top news sources, as well as topic pages and license-free photos. Zemanta Suggests related content and pictures that editors can embed in articles or blog posts. 52 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 53. ADVANCED MEDIA MONITORING ‣ 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 53 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Phase 2 Technology
  • 54. ADVANCED MEDIA MONITORING 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. 54 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 55. SEMANTIC PUBLISHING TOOLS ‣ Content management tools that incorporate a wide range of structure and metadata capabilities ‣ Create and publish content encoded with semantic markup and meaningful metadata ‣ Not necessary to understand all the underlying code ‣ Streamlines the publishing process ‣ Makes it faster, easier, and cheaper to bring new content products to market 55 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Thomson Reuters
  • 56. SEMANTIC PUBLISHING TOOLS Example Services OpenPublish A version of Drupal with OpenCalais machine assisted tagging and RDFa formatting built in. Jiglu Insight Finds hidden relationships to other content you’ve published and automatically creates links. 56 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 57. SEMANTIC AD TARGETING ‣ Analyzing content pages for message, context, or mood, and inserts relevant ads ‣ Creates highly desirable ad inventory ‣ Audience targeting, without the privacy concerns of behavioral targeting ‣ Brand protection against unfortunate term-matching An example of non-semantic contextual ads 57 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 58. SEMANTIC AD TARGETING Example Services ad pepper Provides ad placement, lead generation and brand protection through semantic analysis of page content and user behavior. Peer39 Understands the meaning and sentiment of web pages so that ads can be targeted to appropriate audiences, and also protects advertisers from having their campaigns placed on negative or objectionable content. Identifies hot topics on the fly, and quickly adapts to create new “premium” inventory. Proximic Performs real-time content analysis to accurately target ads, builds user profiles for better audience targeting, and includes brand protection measures. 58 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 59. RICH DATA SERVICES ‣ Enhance content with linked data ‣ Import additional information, assets, services, and user- generated content ‣ Improve SEO ‣ Obtain additional data and content for application development ‣ Data set may already include map to other desirable data and services 59 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 60. RICH DATA SERVICES Example Services Factual An open data platform providing tools to enable anyone to contribute and use sources of structured data. Freebase An open, semantically enhanced database of information, similar to Wikipedia, but with structured data on millions of topics in dozens of domains. iGlue A community editable database containing images, video, individuals, institutions, and geographic locations. 60 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 61. MACHINE-ASSISTED TAGGING ‣ Streamlines the process of tagging content by extracting concepts on a page ‣ Suggests a set of consistent tags for each piece of content ‣ Content producer approves or rejects each suggested tag 61 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Thomson Reuters
  • 62. MACHINE-ASSISTED TAGGING 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. 62 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 63. SEMANTIC SEO ‣ Adds semantic markup to the content, or validates existing markup ‣ Submits it to search engines ‣ Boosts search rankings ‣ Makes pages more accessible for visually impaired users ‣ Displays additional business data, content, or product information directly in search results 63 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Dapper
  • 64. SEMANTIC SEO Example Services Google Rich Tests webpage markup to ensure that Google’s Rich Snippets feature Snippets can interpret it correctly. Testing Tool Inbenta Assists in the creation of content using the terminology of popular search queries. Semantify Provides automated semantic enhancement of a site without changing (by Dapper) its pages. Search engines see the site with RDFa tagging embedded in the page. 64 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 65. ADDITIONAL RESOURCES ‣ Sindice (http://sindice.com) – The semantic web index ‣ SchemaWeb (http://www.schemaweb.info) – A directory of RDF schemas ‣ Semantic Universe (http://www.semanticuniverse.com) – Educating the World About Semantic Technologies and Applications) ‣ Semanticweb.org – A wiki for the semantic community ‣ ReadWriteWeb: Semantic Web Archives (http://www.readwriteweb.com/archives/semantic-web/) – All the Semantic Web articles on this leading information technology blog ‣ LinkedData.org – Resources from across the Linked Data community ‣ Nimble: A Razorfish report on publishing in the digital age – Available now at http://nimble.razorfish.com 65 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 66. CONCLUSION ‣ Content Strategy will still be needed to help implement and use these tools ‣ Related Content Services, Semantic Ad Targeting, Rich Data Services, Semantic SEO, Taxonomy/Ontology/Controlled Vocabularies ‣ Establish business rules ‣ Help configure the tools ‣ Periodically monitor the results ‣ Make adjustments as needed ‣ Advanced Media Monitoring, Semantic Publishing Tools, Machine-Assisted Tagging ‣ Ongoing interaction by insightful, skilled users ‣ CS might be the primary user ‣ CS might train others to get the best results from their use 66 © 2010 Razorfish. All rights reserved. Confidential and proprietary.
  • 67. QUESTIONS? Rachel.Lovinger@razorfish.com Twitter: @rlovinger http://scattergather.razorfish.com http://nimble.razorfish.com Thank you! 67 © 2010 Razorfish. All rights reserved. Confidential and proprietary.