Semantic Web Media Summit - Keynote

Michael S. Dunn

Semantic Web Media Summit #semanticmedia | @glemak New York – 09/14/11

• Problem: State of Media & Content

– The Media Industry has been in catch-up mode since the web started

– How can we get ahead of the curve and maximize the utilization and value of our content?

• Solution: Structuring of Content

– Improve Production | Distribution

– Enhance Consumption | Monetization

Semantic Web & Media

• The Constant Transitional State of Media

– Traditional/Original: Shifted to the Web

– Now: Social | Mobile | Local | Aggregation

– Tomorrow: Expect More Demand

– Focus: From Reactive to Proactive

– Timing: Now or Sooner


• Why Foster a Sense of Urgency

– Velocity of Content Requests are Increasing

•  Proliferation of Devices | Inbound Access

•  Don’t Ignore IPv6

– Markets are Continuously Changing

– Audience Requirements are Shifting

•  Real-Time | Niche | Thematic | Contextual


• Hearst as an Example

– Private | Diverse | Decentralized

– Creating Content for Multiple Industries

– TV | Magazines | Newspapers

– Cable | B2B | Marketing | Web Only

– Short Text | Long Form

– Videos | Photos | Slideshows | Audio


• Technology Assumptions

– Existing Content Management Systems

•  Content exists in Silos

•  Mostly Single Use Content

•  Both Centralized & Diverse

•  Simple Processes Required

– Limited Journalists | Editors | Creators

•  Inability to Grow Staff to meet Demand


• Technology Assumptions

– Workflow changes are Complex

– A Technology Stack Perspective

•  Shift Focus from Commodity to Innovation

•  Resources focused on Revenue Opportunities


• Return on Investment for Content

– What Markets exist for our Content?

– Have we already “paid” for this content?

•  By creating it ourselves

•  By licensing it from others

•  Via a related or partner entity

– Analytics | Metrics Must Exist

•  For Granular Content Elements

•  Not just Pages Published


SEARCH

CONTENT ADVERTISING

CONTEXT

> SEO > CPM

SENTIMENT


• No Longer Just About Context of Content

– Context of Audience is a Priority

– Getting the Right Content

– To the Right “Identity”

– Via the Right Mechanism

– At the Right Time

– All Via Bucketed Personalization


• Goal: Ability to Treat Content like Data

– Organize it Better

– Describe it Better

– Discover it Better

– Analyze it Better

– Expose it Better

– Repurpose it Better


• Content as Data

– Automated Metadata

– Semi-Automated via Selection Process

– Systemic via Devices | Tools

– Content Optimization

•  Cleansing | Normalizing

•  Allow Self Describing

•  Make it Harvestable


• Content on the Web Assumptions

– Google doesn’t trust Metadata

– Aggregators Ignore Layout Preferences

– SEO is a Constantly Changing Game

– Audience | Traffic Drivers

•  40% Brand | Marketing

•  30% Search

•  30% Social



• What is the Semantic Web?

– Descriptive Markup Techniques for Content

– Links Associated with Content

– Links Between Content Entities

– Rich Metadata about Content

– Meant to Foster Machine Readability

• Semantics of Semantic Web

– Do Not Get Overwhelmed by the Lexicon

– Linked Data | Web 3.0

– Ontology | Vocabulary | Taxonomy

– Triples | Turtle | OWL | Sparql

– rdf | rdfa | microdata | microformats



• Why Media Industry should be interested in the Semantic Web

– Create Efficiencies During Content Creation

– Better Understand Content Already Available

– Insure Discoverability of Content

– Take Advantage of Opportunities

• Structured Content Landscape

– Community Driven Standards

– RDFa

• W3C

•  IPTC - rnews

•  Facebook – Opengraph – Microformats

– Linked Open Data


Linked Open Data

• Structured Content Landscape

– Microdata (html5)

•  Schema.org

•  Google Rich Snippets

•  Focused Primarily on Search

•  Vendor Driven - Community Critiqued


•  Structuring Content Creates

– Deeper Entity Extraction

– Generates Richer Metadata

– Generates Better Tags & Links

– Associates Related Content

– Generates Reusable Structured Content

– Improve Workflows

•  Reporting | Research | Editorial | Production


• Why is Structured Content More Relevant

– Accessibility

– Interoperability

– Allows Value Assessment

– Meaningful Relationships

– Searchable

– Discover Sentiment

– Maximize Reusability


• Value Your Content

– Utilize Open Standards

– Insure Data Portability

– Aim for Broadest Solution

– Avoid Vendor Lock-In

– Own Your Structured Content

• Consider Drupal

– 2 Way Semantic CMS


• Goals to Consider: Productivity

– Reduce Time to Market

– Increase Insight

– Improve Consistency

– Create a “Toolkit” for “Owned” Content


• Goals to Consider: Content

– Increase Usage

– Lower Cost to Produce

– Improve Discoverability

– Leverage 2 Way Structured Content


• Goals to Consider: Audience

– Improve User Experience

– Increase Levels of User Engagement

– Allow Better Personalization & Targeting

– Enable a Content API


• Goals to Consider: Revenue

– Enhance Existing Streams

– Enable Net New Opportunities

– Integrate with Semantic Ecosystem

•  Advertising

•  Search

•  Social

•  Aggregation


Semantic Bus

CMS DAM

CRM

Advertising Networks

Web Services (SAAS)

Browser Mobile+ Partners

xml rss api RDFa

Analysis

Contextual Audience Search

(SEO/SEM)

html

Social Networks

(SMM)

OWL microformats

metadata

entity extraction

contextualization

attributes

relationships

machine-readable

syndication

Ontologies Vocabularies Categories

findability

NLP

Layout Bus node specific

UX sentiment

tagging

Data Exchange

<@glemak>

Semantic Web & Media (Framework)

Semantic System Architecture (Inform)

Author ‣  Content Creation Services

‣  Semantic Data Repository

‣  Semantic Data Analysis

‣  Content Selection Algorithms

‣  Webservices

‣  Content Distribution Services Audience

Content Selection Algorithms ‣  Semantic Analysis of Content

‣  Algorithms > Editorial Criteria

‣  Maximize Relevancy/Relatedness

‣  Maximize Click-Through

‣  Maximize Monetization

• Utilization by Media Companies

– Web Content Management

•  Automated Topic Pages

•  Text Mining | Entity Extraction

•  Deep Categorization

•  Related Content | Media | Tagging

– Social Media

– Business Intelligence

– Recommendations


• Focus on Semantic Web

– Academia | Researchers | Standards |Entrepreneurs

– Need Enterprise Engagement

• How to Start…

– Lead with Revenue Enhancement Opportunities

– Show How to Solve Business Problems

– Show How to Measure Results


http://about.me/glemak

Date post:	20-Jan-2015
Category:	Technology
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