Semantics in Publishing & Media
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Transcript of Semantics in Publishing & Media
© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
STRUCTURE SETS CONTENT FREE
Ironically, it’s more structure that makes content nimble and sets it free.
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© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
SEMANTIC SEO
‣ Add and validate formatting that supports rich search display
17Screenshot © 2010 Dapper
© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
RICH DATA SERVICES
‣ Connect your content and data to other rich data sources
20Copyright ©2010 Dow Jones & Company, Inc.
© 2010 Razorfish. All rights reserved.
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.
© 2010 Razorfish. All rights reserved.
APIS FOR CONTENT, DATA, AND FUNCTION
‣ Import data, content, and services
‣ Make content and data available for use by others
24Photo by Rishi Menon
© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
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.
© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
THEMATIC MATCHING: TRAVEL
32guardian.co.uk © Guardian News and Media Limited 2010
© 2010 Razorfish. All rights reserved.
BRAND PROTECTION
33Copyright © 2010 Reurers
© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
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
© 2010 Razorfish. All rights reserved.
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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© 2010 Razorfish. All rights reserved.
ADVANCED MEDIA MONITORING
‣ Do research
‣ Track reactions
43© 2010 Phase 2 Technology
© 2010 Razorfish. All rights reserved.
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 [email protected]
‣ Illustrations by Fogelson-Lubliner (http://fogelson-lubliner.com)
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