rachel lovinger presentation

STRUCTURE SETS THE CONTENT FREESemantic Web SummitNovember 17, 2010Rachel Lovinger @rlovinger

ABOUT ME: RACHEL LOVINGER

‣ Associate Content Strategy Director, 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

Razorfish creates experiences that build businesses.

SOME KEY FACTSFull-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

RESEARCH QUESTION

How can publishing companies use new and

emerging technologies to help face the challenges of

transitioning to digital?

CONTENT NEEDS TO BE FREE(LIKE A BIRD, NOT LIKE BEER)

ESCAPING THE CONTAINER

Digital media doesn’t have the

same physical constraints as

traditional media

PHYSICAL MEDIA

YOUR CONTENT…

IN MANY CHANNELS, PLATFORMS, DEVICES

CHALLENGES / OPPORTUNITIES

ENGAGEMENT DELIVERY

MONETIZATION

TRANSFORMING PUBLISHING

‣ Experimenting with Linked Data

‣ Multiple digital and traditional channels

‣ Completely reorganized their publishing organization and platform

‣ Extensive use of metadata standards in content publishing

‣ Magazine consortium seeking to define the distribution channel

MEDIA & ENTERTAINMENT INTERVIEWS

Talking Points Memo

‣ Digital Native

‣ Extensive R & D

‣ Development for devices

‣ Exposing NYT Index as Linked Data

‣ Developing new paywall

‣ Unique approach to paid content products

STRUCTURE SETS CONTENT FREE

Ironically, it’s more structure that makes content nimble and sets it free.

STRUCTURED DATA

‣ 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.

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…

SEMANTIC PUBLISHING TOOLS

‣ Add structure & metadata

MACHINE-ASSISTED TAGGING

‣ Extract concepts from the text

SEMANTIC SEO

‣ Add and validate formatting that supports rich search display

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

Bill Clinton = President William Jefferson Clinton

President Bush(George H. W.)

President Bush (George W.)

LINKED DATA

Image by Richard Cyganiak and Anja Jentzsch

RICH DATA SERVICES

‣ Connect your content and data to other rich data sources

ONE PAGE PER CONCEPT

‣ High SEO value

‣ Aggregates content

‣ Mapped to related data

23BBC © MMX

BBC MUSIC BETA – ARTISTS PAGES

24BBC © MMX

RELATED CONTENT SERVICES

‣ Automatically add related content from a variety of sources

APIS FOR CONTENT, DATA, AND FUNCTION

‣ Import data, content, and services

‣ Make content and data available for use by others

26Photo by Rishi Menon

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

IMAGINE A NIMBLE WORLD

DEVELOP A PORTFOLIO OF REVENUE MODELS

‣ Paid Content

‣ Advertising

‣ Other Revenue

‣ Reduce Costs

MAJOR LEAGUE BASEBALL

ONLINE ADVERTISING: LOOKING UP

Need to overcome the impression that online inventory is not valuable

31Source: eMarketer, May 2010

MAD MEN AD WITH NYT CONTENT

32Source: The New York Times Corporation

BROAD MATCHING: TRAVEL

THEMATIC MATCHING: TRAVEL

34guardian.co.uk © Guardian News and Media Limited 2010

BRAND PROTECTION

NEW BUSINESS MODELS

36Model by Scott Brinker

FIND YOUR AUDIENCE WHERE THEY ARE

“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

SOCIAL INFLUENCE

Pages should be properly structured, marked up, and tagged so that when that link shows up on Facebook it includes meaningful copy and imagery

BECOME A CONTENT DISTRIBUTOR

‣ Channels

‣ Devices

‣ Platforms

2010: iPad

2011: Gestural interface

2016: Holodeck

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

ADVANCED MEDIA MONITORING

‣ Do research

‣ Track reactions

FASHIONFISHConcept Demo

WHAT IS THE BRAND VALUE?

270 pieces of paper bound together VS. The eyes and ears inside the fashion industry

47Photos by Ian MacKenzie and Art Comments

CONTENT AS A SERVICE

STRUCTURED SERENDIPITY

AUDIENCE AS AMBASSADORS

TOPIC EXPLORATION

FREE-TO-PAID: PREMIUM CONTENT

SEMANTIC/ RICH ADVERTISING

SEMANTIC ADVERTISING TECHNOLOGY

AFFILIATE / ECOMMERCE TIE-INS

FREE-TO-PAID: PREMIUM SERVICES

CURATION

ENABLING TECHNOLOGIES

CMS PROVIDES STRUCTURE TO YOUR CONTENT

Configure Content Management Systems to support flexible content model

‣ Commercial CMS products (Autonomy, Documentum, SDL Tridion)

‣ Leading open source products (Open Publish/Drupal)

Provide the ability to syndicate content at a granular level

‣ Collection of Articles

‣ Articles

‣ Teaser

‣ Embedded media

OPEN PUBLISH

Alexander McQueen’s final collection was a tour de force. Quintessentially McQueen, his final, magisterial collection was a poignant coda to a career characterized by ceaseless invention, curiosity, and lightning flashes of absolute brilliance. The collection was presented in a stately room of white and gold Louis XV boiserie, in what was once the hôtel particulier of the noble Clermont-Tonnerre family. The models appeared one by one, to the hauntingly beautiful accompaniment of Henry Purcell's Dido and Aeneas (the music that McQueen had been listening to as he created this collection). Their faces were powdered by Peter Philips as wan as van Eyck Madonnas, their heads were bound by Guido Palau like medieval wimples and crowned with bristling Mohican plumes, and they struck attitudes that recalled the iconic images of the Byzantine empress Theodora.

McQueen himself had worked on each of the sixteen looks, elaborately draping each on the stand (“He hated too many seams,” explained Sarah Burton, the designer's long-term collaborator and now head of design of the house that bears his

VOCABULARIES IMPROVE PORTABILITY

Leveraging tags and structure from popular vocabularies makes content portable

‣ Dublin Core

‣ FOAF

‣ Good Relations

‣ Need for industry specific vocabulary

Easier integration with partners

‣ Ecommerce

‣ Mashups

SEMANTIC TAGS ENABLE CONTENT SHARING

3 emerging standards

‣ RDFa – supports the creation of custom and extensible vocabularies

‣ Microformats - re-use existing HTML/XHTML tags to convey metadata

‣ Microdata – gaining adoption with HTML5

No additional infrastructure needed to share content

‣ Embed in Atom or RSS

‣ HTML

AUTO-TAGGING BRINGS EFFICIENCIES

Rich Data services coupled with auto-tagging capability help enrich the content

‣ OpenPublish (Drupal) offers built-in integration with Open Calais

‣ Thomson Reuters’ Open Calais service offers tag suggestions for content automatically based on a relevancy score

Efficiencies in content authoring, tagging, and SEO

‣ Leveraging popular tags with added structure facilitates content discovery and consumption

‣ Auto-tagging can be definitely time saving

CALAIS TERMS

OPEN DATA SETS MAKE CONTENT MORE COMPREHENSIVE

Leverage the wisdom of experts or the crowd

‣ Freebase

‣ Custom ontology /knowledge base

Facilitates the creation of content based products

‣ Not just the core content, but related information

ARCHITECTURE TIES EVERYTHING TOGETHER

Greater sharing of content + functionality via mini-applications.

Web Properties Mobile Applications 10 foot Applications

Social Graph Enablement

Web Services

Syndicated Content Gadgets + widgets

Semantic Tags (RDFa, Microformat, Microdata)

RQL/JSON

CMS/ Web application Platform

rFreebase

CalaisXML/RDF

Industry Specific

APICustom

Vocabulary

Semantic Ad Targeting

TO MAKE YOUR CONTENT NIMBLE

Things you should be doing

NIMBLE CHECKLIST

‣ Enhance your content with rich semantic metadata.

‣ Entities

‣ Facts

‣ Events

‣ Integrate your CMS with industry-standard Taxonomy/Vocabulary

‣ Calais

‣ Good relations

‣ Standards based custom vocabulary

‣ Augment your content with machine readable hints to make it truly nimble

‣ XHTML & RFDa

‣ HTML5 & Microdata

SPECIAL THANKS TO

Paul Tavernise

‣ Experience Lead

‣ Creator of FashionFish concept demo

Krish Kuruppath

‣ Technology Director

‣ Architect of the Enabling Technology

THE DETAILS

‣ Nimble is available at: http://nimble.razorfish.com(References many of the technologies, vendors, and services mentioned in this presentation.)

‣ Follow us on Twitter: @NimbleRF

‣ For more information, contact:Eric MooreSVP, Media & Entertainment Group eric.moore@razorfish.com

QUESTIONS?

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