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Make Your Content Nimble CONFAB – The Content Strategy Conference May 10, 2011
Rachel Lovinger
@rlovinger
#NimbleCS
2
• 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.
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
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.
CONTENT MUST BE…
Qualities of Nimble Content
HOW TO MAKE
CONTENT NIMBLE
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©2011 Razorfish. All rights reserved.
PROCESSES STANDARDS
TOOLS
15
Nimble = Content that
machines can understand
Standards make it possible
What standard metadata
frameworks and vocabularies
are available to augment
content and help other
systems make better use of it?
WHY STANDARDS?
©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `
ICEBERG TIPS
Photo by Nick Russill
17
©2011 Razorfish. All rights reserved.
* TLA = Three Letter Acronym
WELL STRUCTURED
How to make content
19
• 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 `
20
Simplifies much of the markup from previous versions of HTML, while
providing the ability to add more context and meaning
• For example: <link rel="alternate" type="application/atom+xml"
title="My Weblog feed" href="/feed/" />
This makes it possible to add more information about what is being
linked to, its format, and what purpose it serves
HTML5
©2011 Razorfish. All rights reserved. Example from Dive Into HTML5 by Mark Pilgrim `
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New semantic tags in HTML5 include: <section>
<nav>
<article>
<aside>
<hgroup>
For more information: Mark Pilgrim’s Dive Into HTML5 (http://diveintohtml5.org/)
HTML5
©2011 Razorfish. All rights reserved.
<header>
<footer>
<time>
<mark>
22
RDF = Resource Description Framework
Purpose: To provide a structure (aka framework) for describing
identified things (aka resources)
Composed of three basic elements
• Resources – the things being described
• Properties – the relationships between things
• Classes – the buckets used to group the things
RDF
©2011 Razorfish. All rights reserved.
23
The elements are combined to make simple statements called Triples
Examples:
• Men In Black is a Movie
• Will Smith is an Actor
• Men In Black stars Will Smith
<MenInBlack> <hasStar> <WillSmith>
RDF
©2011 Razorfish. All rights reserved.
Movie
typeOf
Will Smith
Actor
typeOf
hasStar Men In Black
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RDFa = RDF in attributes
Purpose: Allows RDF attributes and properties to be included in
XHTML and HTML documents.
<div>
<h2>The trouble with Bob</h2>
<h3>Alice</h3>
…
</div>
• For more information see: http://rdfa.info/
RDFA
©2011 Razorfish. All rights reserved.
<div xmlns:dc="http://purl.org/dc/elements/1.1/">
<h2 property="dc:title">The trouble with Bob</h2>
<h3 property="dc:creator">Alice</h3>
…
</div>
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OWL = Web Ontology Language
Purpose: To develop ontologies that are
compatible with the World Wide Web.
• Based on the basic elements of RDF
• Adds more vocabulary for describing
properties and classes.
• Relationships between classes (ex: disjointWith)
• Equality (ex: sameAs)
• Richer properties (ex: symmetrical)
• For more information see: http://www.w3.org/TR/owl2-overview/
OWL
©2011 Razorfish. All rights reserved. Artwork by Ernest H. Shepard, from writings by A. A. Milne
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Allows systems to express and make sense of first order logic.
1. All men are mortal
2. Socrates is a man
3. Therefore, Socrates is mortal
OWL
©2011 Razorfish. All rights reserved.
The Death of Socrates by Jacques-Louis David, photo by Wally Gobetz
27
SKOS = Simple Knowledge Organization System
Purpose: Designed specifically to express information that’s more
hierarchical.
• Also based on the basic elements of RDF
• Adds more vocabulary for describing:
• Broader terms
• Narrower terms
• Preferred terms
• Other thesaurus-like relationships
SKOS
©2011 Razorfish. All rights reserved. Illustration by Peter Morville, as seen in Ambient Findability (O’Reilly Media).
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Separate the information from
the presentation
CONTENT MANAGEMENT SYSTEMS
©2011 Razorfish. All rights reserved.
29
• Defines the types of content and the attributes of each type.
• Answers the question “What constitutes a piece of content?”
• 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 `
30
1. Determine the content types.
• Which types of content are different enough that they might warrant a
unique structure and/or layout?
• For example, an article, quiz, slideshow, recipe and event are all fairly distinct.
CREATING STRUCTURAL METADATA
©2011 Razorfish. All rights reserved. © A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Noble
©2011 Razorfish. All rights reserved.
31
2. Determine the elements that make up each type.
• Figure out the separate elements, or attributes, that might be in each one.
• Think about how each segment of information will be used.
• Example: Event
CREATING STRUCTURAL METADATA
©2011 Razorfish. All rights reserved.
Event Name
Location
Date & Time
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3. Determine any relationships between content types.
• Content items can be linked or embedded within another item.
• For example, the book reading event links to a book page and an author page.
CREATING STRUCTURAL METADATA
©2011 Razorfish. All rights reserved.
Book Page
Author Page
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Structural Metadata is expressed in the form of a Content Model.
Step 1:
Identify the Content Types
CONTENT MODEL
©2011 Razorfish. All rights reserved.
34
Step 2: Identify the Attributes of each Content Type
The Content Model informs the definition of the CMS and the design
and functionality of the pages of the site.
CONTENT MODEL
©2011 Razorfish. All rights reserved.
WELL DEFINED
How to make content
36
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.
37
Content needs to be exposed
using structures that mean
something to the machines
(platforms, systems, devices,
channels) that receive it.
YES, STANDARDS!
©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `
38
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
• For more information see: http://dublincore.org/
DUBLIN CORE METADATA INITIATIVE
©2011 Razorfish. All rights reserved.
39
PRISM = Publishing Requirements for Industry Standard Metadata
• Partially based on Dublin Core
• Includes additional elements such as:
• copyright, edition, embargoDate, genre, publicationDate, section
NewsML is a standard for conveying news, metadata about news, and
management metadata for news
• Includes elements such as:
• creditline, infoSource, personDetails, slugline
• Adds other properties that convey how the news content should
be handled in various situations
rNews is a proposed standard for using RDFa in news content
• Includes classes of elements such as:
• Tag, Location, Person, Organization, Headline, Article, Media
METADATA STANDARDS FOR JOURNALISM
©2011 Razorfish. All rights reserved.
40
EXIF = Exchangeable Image File Format
• Based on TIFF (Tagged Image File Format) attributes
• Metadata is embedded in images by most digital cameras
• Includes elements such as:
• Image height & width, orientation, camera make & model, date taken, aperture,
flash, ISO speed, exposure time, white balance, digital zoom ratio, saturation
XMP = Extensible Metadata Platform
• Developed by Adobe, allows people and tools to embed more
metadata, which can then be read by other publishing systems
• Incorporated into other standards initiatives, such as Dublin Core,
PRISM, Creative Commons, W3C, AdsML, etc.
• Includes all DCMI elements, plus others such as:
• ModifyDate, Rating, CreatorTool, DerivedFrom, and Rights Managment
METADATA STANDARDS FOR IMAGES
©2011 Razorfish. All rights reserved.
41
MPEG-7 is a standard from the Moving Picture Experts Group
• Used to add descriptive metadata to audio and visual content
• Intended to be interpretable by a broad a set of tools and systems
• Includes elements such as:
• MediaFormat, MediaQuality, Classification, Related Material, Rights, Segment,
UserInteraction, Color Descriptors, Texture Descriptors, Shape Descriptors,
Motion Descriptors, Localization, Face Recognition
Media RSS is an RSS module that can allows for more detailed
information about media content
• Created by Yahoo!, transitioning to the RSS Advisory Board
• Includes elements such as:
• URL, bitrate, channels, duration, rating, keywords, thumbnail, player, credit,
copyright, community, price, location, subTitle
METADATA STANDARDS FOR VIDEOS
©2011 Razorfish. All rights reserved.
42
FOAF = Friend of a Friend
• Describes people, their connections, and the things they create
• Incorporated into many other standard vocabularies & tools
• Includes elements such as:
• Agent, Person, Group, Project, age, familyName, givenName, knows, interest,
isPrimaryTopicOf, myersBriggs, publications, openID, workplaceHomepage
SIOC = Semantically-Interlinked Online Communities
• Integrates personal profile and social networking information
• Usually used in conjunction with FOAF
• Includes elements such as:
• Community, Forum, Item, Post, Role, Thread, UserAccount, about, creator_of,
follows, last_activity_date, member_of, related_to, subscriber_of
METADATA STANDARDS FOR SOCIAL CONNECTIONS
©2011 Razorfish. All rights reserved.
43
Good Relations is “The Web Ontology for E-commerce”
• Embeds product, price, and company data into web pages
• Officially recommended and supported by Google
• Includes elements such as:
• BusinessEntity, Offering, acceptedPaymentMethods, availabilityEnds, category,
color, condition, description, eligibleRegions, hasManufacturer, isSimilarTo
METADATA STANDARDS FOR PRODUCTS
©2011 Razorfish. All rights reserved.
• For more information:
GoodRelations Quickstart Guide
PLEASE NOTE: You will NOT find
more information on this at
http://goodrelations.com
44
• Additional standards will continue to be developed.
• We need content management tools that will help retain, create,
and surface (i.e. publish) this metadata with the content.
• It is not trivial to create this metadata.
• Retain!
• Crowdsource!
• Share!
A FEW MORE POINTS
©2011 Razorfish. All rights reserved.
WELL DESCRIBED
How to make content
46
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.
• Examples:
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 `
47
• Subjects, people, places, events, and products
• Where did the content come from?
• Are there restrictions on how it can be used?
• Is the content time-sensitive or evergreen?
• Is the content part of a larger story or set of content, without
which it doesn’t make as much sense?
• What information is included when people share the content via
social media?
WELL DESCRIBED
©2011 Razorfish. All rights reserved.
48
• 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 fill 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
©2011 Razorfish. All rights reserved.
49 LINKED OPEN DATA – FEBRUARY 2008
Diagram by Richard Cyganiak and Anja Jentzsch
50 LINKED OPEN DATA – SEPTEMBER 2010
Diagram by Richard Cyganiak and Anja Jentzsch
51
• Extracts concepts on a page
• Suggests categorized terms
• Content producer approves or rejects each suggested term
MACHINE-ASSISTED TAGGING
©2011 Razorfish. All rights reserved. Screenshot from Joe Devon’s MySQLTalk.com `
52
Drupal 7
• Open source CMS
• Native support for semantic structures RDF & RDFa
MANAGE CONTENT WITH METADATA
©2011 Razorfish. All rights reserved.
53
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!