make your content nimble - sem tech uk
DESCRIPTION
A short version of a talk I've given before. This one was for the Semantic Tech & Business Conference in London in September 2011. It focuses on what makes content nimble, and how to combine standards, tools & processes to accomplish it.TRANSCRIPT
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Make Your Content Nimble Semantic Tech & Business Conference 26 September 2011
Rachel Lovinger @rlovinger
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• 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)
ABOUT ME: RACHEL LOVINGER
Photo by Rohanna Mertens
©2011 Razorfish. All rights reserved.
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3 NIMBLE: 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
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QUALITIES OF
NIMBLE CONTENT
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Nimble content can:
• Travel Freely
• Retain Context & Meaning
• Create New Products
IF CONTENT IS NIMBLE
©2011 Razorfish. All rights reserved. Illustration by Fogelson-Lubliner
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• Socially-enabled
• Mobile-friendly
• On Demand
TRAVEL FREELY
Photo by Rachel Lovinger, Drawing by Mathieu Plourde
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• Source
• Usage
• Relationships
RETAIN CONTEXT & MEANING
©2011 Razorfish. All rights reserved. Image © 2011 TheHuffingtonPost.com, Inc.
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• Reusable
• Engaging
• Profitable
• Time to Market
CREATE NEW PRODUCTS
©2011 Razorfish. All rights reserved. Photo by Rishi Menon Photo by Christian Van Der Henst S.
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CONTENT MUST BE…
Qualities of Nimble Content
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HOW TO MAKE
CONTENT NIMBLE
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Standards + Tools +
Processes
Expose content using
structures that mean
something to the machines
(platforms, systems, devices,
channels) that receive it.
HOW TO MAKE CONTENT NIMBLE
©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `
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WELL STRUCTURED
How to make content
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• Information separated from presentation
• Segmented into usable bits
WELL STRUCTURED
©2011 Razorfish. All rights reserved.
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 `
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• 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.
STANDARDS
©2011 Razorfish. All rights reserved.
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Separate the information from
the presentation
TOOL: CONTENT MANAGEMENT SYSTEM
©2011 Razorfish. All rights reserved.
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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
PROCESS: ESTABLISH A CONTENT MODEL
©2011 Razorfish. All rights reserved.
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• The elements that make up each type
• Example: Photo
STRUCTURAL METADATA
©2011 Razorfish. All rights reserved.
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 `
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WELL DEFINED
How to make content
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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>
WELL DEFINED
©2011 Razorfish. All rights reserved.
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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
STANDARD: DUBLIN CORE METADATA INITIATIVE
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• 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
MORE SPECIFIC METADATA STANDARDS
©2011 Razorfish. All rights reserved.
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Drupal 7
• Open source CMS
• Native support for semantic structures
TOOLS : STANDARDS-ENABLED CMS
©2011 Razorfish. All rights reserved.
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• 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
PROCESS
©2011 Razorfish. All rights reserved.
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WELL DESCRIBED
How to make content
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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.
WELL DESCRIBED
©2011 Razorfish. All rights reserved.
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 `
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• 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.
VOCABULARIES
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30 STANDARDS: LINKED OPEN DATA – FEB 2008
Diagram by Richard Cyganiak and Anja Jentzsch
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31 STANDARDS: LINKED OPEN DATA – SEPT 2010
Diagram by Richard Cyganiak and Anja Jentzsch
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32 STANDARDS: LINKED OPEN DATA – SEPT 2011
Diagram by Richard Cyganiak and Anja Jentzsch
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• Extracts concepts on a page
• Suggests categorized terms
• Content producer approves or rejects each suggested term
TOOLS: MACHINE-ASSISTED TAGGING
©2011 Razorfish. All rights reserved. Screenshot from Joe Devon’s MySQLTalk.com `
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• It is not trivial to create this metadata.
• Retain!
• Crowdsource!
• Share!
PROCESS
©2011 Razorfish. All rights reserved.
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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!
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• 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/
FOR MORE INFORMATION
©2011 Razorfish. All rights reserved.