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SEMANTICS IN PUBLISHING & MEDIASmart Content Conference

October 19, 2010

Rachel Lovinger

@rlovinger

© 2010 Razorfish. All rights reserved.

ABOUT ME: RACHEL LOVINGER

‣ Content Strategy Lead, 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

© 2010 Razorfish. All rights reserved.

Razorfish creates experiences that build businesses.

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SOME KEY FACTS

Full-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

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RESEARCH QUESTION

How can publishing companies use new and

emerging technologies to help face the challenges of

transitioning to digital?

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

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ESCAPING THE CONTAINER

Digital media doesn’t have the

same physical constraints as

traditional media

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YOUR CONTENT…

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IN MANY CHANNELS, PLATFORMS, DEVICES

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CHALLENGES / OPPORTUNITIES

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ENGAGEMENT DELIVERY

MONETIZATION

© 2010 Razorfish. All rights reserved. 11Photo by Tiago Silva

TRANSFORMING PUBLISHING

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STRUCTURE SETS CONTENT FREE

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

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STRUCTURED DATA

‣ Markup that provides more meaning and context

‣ Ad hoc and standard methods of adding structure

‣ For example: Microformats

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<span class="vevent"> <span class="summary">This presentation was given</span> on <span class="dtstart">2010-10-19</span> at the Smart Content Conference in <span class="location">New York, NY</span>. </span>

© 2010 Razorfish. All rights reserved.

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…

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SEMANTIC PUBLISHING TOOLS

‣ Add structure & metadata

15Screenshot © 2010 Thomson Reuters

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MACHINE-ASSISTED TAGGING

‣ Extract concepts from the text

16Screenshot © 2010 Thomson Reuters

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SEMANTIC SEO

‣ Add and validate formatting that supports rich search display

17Screenshot © 2010 Dapper

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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

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Bill Clinton = President William Jefferson Clinton

President Bush(George H. W.)

President Bush (George W.)

© 2010 Razorfish. All rights reserved. 19

LINKED DATA

Image by Richard Cyganiak and Anja Jentzsch

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RICH DATA SERVICES

‣ Connect your content and data to other rich data sources

20Copyright ©2010 Dow Jones & Company, Inc.

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ONE PAGE PER CONCEPT

‣ High SEO value

‣ Aggregates content

‣ Mapped to related data

21BBC © MMX

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BBC MUSIC BETA – ARTISTS PAGES

22BBC © MMX

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RELATED CONTENT SERVICES

‣ Automatically add related content from a variety of sources

23© 2010 Time Inc.

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APIS FOR CONTENT, DATA, AND FUNCTION

‣ Import data, content, and services

‣ Make content and data available for use by others

24Photo by Rishi Menon

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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

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IMAGINE A NIMBLE WORLD

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DEVELOP A PORTFOLIO OF REVENUE MODELS

‣ Paid Content

‣ Advertising

‣ Other Revenue

‣ Reduce Costs

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MAJOR LEAGUE BASEBALL

28© 2001-2010 MLB Advanced Media, L.P.

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ONLINE ADVERTISING: LOOKING UP

Need to overcome the impression that online inventory is not valuable

29Source: eMarketer, May 2010

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MAD MEN AD WITH NYT CONTENT

30Source: The New York Times Corporation

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BROAD MATCHING: TRAVEL

31Copyright © 2010 The New York Times Company

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THEMATIC MATCHING: TRAVEL

32guardian.co.uk © Guardian News and Media Limited 2010

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BRAND PROTECTION

33Copyright © 2010 Reurers

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NEW BUSINESS MODELS

34Model by Scott Brinker

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FIND YOUR AUDIENCE WHERE THEY ARE

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“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

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SOCIAL INFLUENCE: AUDIENCE AMBASSADORSPages should be properly structured, marked up, and tagged so that when that link shows up on Facebook it includes meaningful copy and imagery

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BECOME A CONTENT DISTRIBUTOR

‣ Channels

‣ Devices

‣ Platforms

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© 2010 Razorfish. All rights reserved. 39Photo by Christian Van Der Henst S.

2010: iPad

© 2010 Razorfish. All rights reserved. 40Source: Fast Company

2011: Gestural interface

© 2010 Razorfish. All rights reserved. 41Image by Corey Sauve

2016: Holodeck

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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

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ADVANCED MEDIA MONITORING

‣ Do research

‣ Track reactions

43© 2010 Phase 2 Technology

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CONCLUSION

Successful publishers

‣ Understand and harness the relationship with their audience

‣ Develop new, engaging products for them

‣ Provide content in a wide range of formats, platforms, and experiences

‣ Invest in the emerging technologies that best align with their business strategies

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© 2010 Razorfish. All rights reserved.

THE DETAILS

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

‣ Follow us on Twitter: @NimbleRF

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

‣ Illustrations by Fogelson-Lubliner (http://fogelson-lubliner.com)

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