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© 2010 Razorfish. All rights reserved.
SEMANTICS IN PUBLISHING & MEDIA: RECENT RESEARCH RESULTS SEMANTIC TECHNOLOGY CONFERENCE 2010
RACHEL LOVINGER
@RLOVINGER
© 2010 Razorfish. All rights reserved.
ABOUT ME: RACHEL LOVINGER
‣ Content Strategy Lead, Razorfish, NYC
‣ Previously worked on websites at Time Inc.
‣ Five years speaking at SemTech
‣ 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.
BACKGROUND
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© 2010 Razorfish. All rights reserved.
‣ A rich source of information and practical advice about how to use semantic technologies in business and consumer applications
‣ A really good place to become educated about the foundational concepts and technologies of semantics
‣ Organizers of SemTech 2010
‣ Visit their booth in the exhibit hall for more information
4
© 2010 Razorfish. All rights reserved.
‣ Creates experiences that build businesses. Pioneers and recognized experts around a user-centered, insight-driven approach to designing web experiences
‣ With a demonstrated commitment to innovation, Social Influence Marketing, emerging media, creative design, analytics, technology and user experience
‣ One of the largest interactive marketing and technology companies in the world, with offices in 9 U.S. cities, Latin America, Europe and Asia/Pacific:
- Atlanta - Berlin- Austin, TX - Frankfurt- Chicago - London- Los Angeles - Madrid- New York - Paris- Philadelphia - Hong Kong- Portland, OR - Shanghai- San Francisco - Singapore- Seattle - Sydney- São Paulo, Brazil - Tokyo
5Photo by Rachel Lovinger
© 2010 Razorfish. All rights reserved.
RESEARCH QUESTION
How can the needs of Media & Entertainment
companies be supported by semantic technologies?
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© 2010 Razorfish. All rights reserved.
WHY MEDIA & ENTERTAINMENT?
‣ Content is the core business, but often the content lacks structure.
‣ Proliferation of content sources fight for audience attention.
‣ Waning revenue makes it desirable to explore daring new approaches.
‣ Emerging delivery platforms require content to be served in new ways.
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© 2010 Razorfish. All rights reserved.
‣ Nic Newman
‣ Tony Ageh
‣ Simon Nelson
‣ Jim Stanley
‣ John Squires
MEDIA & ENTERTAINMENT INTERVIEWS
Talking Points Memo
‣ Josh Marshall
‣ Martin Nisenholtz
‣ Michael Zimbalist
‣ Rob Larson
‣ Evan Sandhaus
‣ Gordon McLeod
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© 2010 Razorfish. All rights reserved.
WHY SEMANTIC TECHNOLOGY?
‣ An emerging set of standards and tools that need User Experience experts.
‣ Existing semantic technologies could provide a lot of benefits to these companies.
‣ Some Media & Entertainment properties are already starting to work with these technologies.
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© 2010 Razorfish. All rights reserved.
SEMANTIC TECHNOLOGY INTERVIEWS
Dean Allemang, Chief Scientist, TopQuadrant, Inc.
Scott Brinker, President and CTO, ion interactive
Christine Connors, Principal, TriviumRLG LLC
Robert Cook, Founder, Freebase and Metaweb
Mills Davis, Founder and Managing Director, Project10X
Bob DuCharme, semantic web guy, TopQuadrant, Inc.
Paul Miller, Consultant, Cloud of Data
Alan Morrison, Sr. Research Fellow, PriceWaterhouseCoopers
Brian Sletten, Senior Platform Engineer, Riot Games
Nova Spivack, Founder and CEO, Radar Networks
David Weinberger, Consultant and Author, Everything is Miscellaneous
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© 2010 Razorfish. All rights reserved.
NIMBLEA Razorfish Research Report
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© 2010 Razorfish. All rights reserved. 12
© 2010 Razorfish. All rights reserved.
WHY NIMBLE?
‣ Being nimble is about:
‣ Business models‣ Production processes‣ The content itself
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BEING NIMBLE MEANS…
‣ Being able to take advantage of new partnerships and revenue opportunities as soon as they arise
‣ Being able to serve content on all different channels and devices
‣ Being able to develop new content products and services faster, easier, and less expensively
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© 2010 Razorfish. All rights reserved.
CONTENT NEEDS TO BE FREE(LIKE A BIRD, NOT LIKE BEER)
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Simply put, digital content needs to be free – to go where and when people want it most.
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In particular, content has to be mobile, and it has to be social.
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ESCAPING THE CONTAINER
Digital media doesn’t have the
same physical constraints as
traditional media
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© 2010 Razorfish. All rights reserved. 19Photo by Michael @ NW Lens
Column inches
© 2010 Razorfish. All rights reserved. 20Photo by inky
Number of pages
© 2010 Razorfish. All rights reserved. 21Photo by luis vasquez
Bits & Minutes
© 2010 Razorfish. All rights reserved. 22Photo by Tatian
Grooves in vinyl
© 2010 Razorfish. All rights reserved. 23Source: The Futon Critic
Time slots
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WE DON’T HAVE THE SAME LIMITATIONS FOR DIGITAL
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620 pages
3 hours3 minutes
102 characters
BBC © MMX, Jason Scott, Semantic Universe, and Argus Pacific, Inc.
© 2010 Razorfish. All rights reserved.
QUESTION YOUR AUTHORITY
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“Technologies always come along and challenge who and what we think we are, and the value of
what ‘experts’ do for us.” – Tony Ageh, Controller of Archive Development, BBC
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WHAT’S THE UNIQUE BUSINESS VALUE OF THE BRAND?
Peninsular and Oriental Steam Navigation Company‣ A shipping/mail delivery company
‣ Couldn’t compete with trains ‣ A ferry company
‣ Couldn’t compete with airplanes‣ A cruise company
‣ A small percentage of their earlier business
Is it about owning ships, or about transporting things? Transporting things, or people?
27Photo by Roger Marks
© 2010 Razorfish. All rights reserved.
WHAT ROLE WILL THE EDITOR PLAY?
28Source: Bill on Capital Hill
© 2010 Razorfish. All rights reserved.
HOW VALUABLE IS THE CONTENT? TO WHOM?
‣ Expectation that digital content will be free
‣ Advertisers can’t reach the same audiences, because attention is to fragmented
‣ Ad budgets for traditional media are waning,
‣ Digital ad spend is on the rise, but slow
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Internet spend compared with U.S. marketing spend.Dollars in billions. Source: ZenithOptimedia.com
© 2010 Razorfish. All rights reserved.
WHERE DOES CONTENT RESIDE AND HOW DOES IT GET THERE?
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In 2000 a digital publisher’s content ecosystem included a website, an RSS feed, and maybe an email newsletter.
In 2010 there are many more content channels to attend to.
© 2010 Razorfish. All rights reserved.
WHERE DOES A BRAND FIND ITS AUDIENCE?
‣ People rely on ‣ trusted editorial sources‣ editorial aggregators‣ community aggregators‣ personal filters‣ social recommendations
‣ They still struggle‣ They still worry that they’re missing
something
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© 2010 Razorfish. All rights reserved.
STRUCTURE SETS CONTENT FREE
Ironically, it’s more structure that makes content nimble and sets it free. Not the kind of blind structure that defines the layout of a web page, but tags that express the meaning and function of each individual element in a content item.
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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
‣ Microformats
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<span class="vevent"> <span class="summary">This presentation was given</span> on <span class="dtstart">2010-06-23</span>at the Semantic Technology Conferencein <span class="location">San Francisco, California</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
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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.
ONE PAGE PER CONCEPT
‣ High SEO value‣ Aggregates content‣ Mapped to related data
36BBC © MMX
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BBC MUSIC BETA – ARTISTS PAGES
37BBC © MMX
© 2010 Razorfish. All rights reserved. 38
LINKED DATA
Image by Richard Cyganiak and Anja Jentzsch
© 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.
APIS FOR CONTENT, DATA, AND FUNCTION
‣ Import data, content, and services
‣ Make content and data available for use by others
40Photo by Rishi Menon
© 2010 Razorfish. All rights reserved.
IMAGINE A NIMBLE WORLD
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THE EDITOR BECOMES A CURATOR
‣ Oversee living, growing nimble content and data.
‣ Create better experiences ongoing stories.
‣ Use archived content to add new context and meaning.
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BLOGS KNOW THIS
43Copyright © 2010 bOING bOING and HuffingtonPost.com, Inc.
© 2010 Razorfish. All rights reserved.
REACHING INTO THE ARCHIVES
44Source: Gizmodo
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LIVING STORIES
45© 2010 Google
© 2010 Razorfish. All rights reserved.
RELATED CONTENT SERVICES
46© 2010 Time Inc.
© 2010 Razorfish. All rights reserved.
RELATED CONTENT SERVICES
Example Services
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Apture Provides additional contextual information in multimedia pop-ups, drawn from places such as Wikipedia, YouTube and Flickr.
Evri Allows readers to browse articles, images, and videos related to the topic of an article or content element, and provides widgets for sidebars, posts and popovers.
Headup Provides contextually relevant material from social networks and web services.
NewsCred Augments content with related stories from 6000 top news sources, as well as topic pages and license-free photos.
Zemanta Suggests related content and pictures that editors can embed in articles or blog posts.
© 2010 Razorfish. All rights reserved.
ADVANCED MEDIA MONITORING
48© 2010 Phase 2 Technology
© 2010 Razorfish. All rights reserved.
ADVANCED MEDIA MONITORING
Example Services
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Imooty Tracks keywords and mentions of a brand, using a simple dashboard or by creating alerts, widgets, or RSS feeds.
Inbenta Follow the topics that people in your business are following.
Lexalytics Scans what’s being said in blogs, tweets and social media to provide sentiment analysis about companies, topics and current events.
Tattler Mines news, websites, blogs, multimedia sites, and social media to find mentions of topics or issues of interest to you.
© 2010 Razorfish. All rights reserved.
DEVELOP A PORTFOLIO OF REVENUE MODELS
‣ Paid Content‣ Advertising‣ Other Revenue‣ Reduce Costs
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PAID CONTENT: CONTENT AS A SERVICE
The value of content will lie in being able to provide a
desired product or service, not just the content itself.
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ITUNES – 10 BILLION SONGS
52Copyright © 2010 Apple Inc.
© 2010 Razorfish. All rights reserved.
WALL STREET JOURNAL
53Copyright ©2010 Dow Jones & Company, Inc.
© 2010 Razorfish. All rights reserved.
NETFLIX
54© 2010 Netflix, inc.
© 2010 Razorfish. All rights reserved.
MAJOR LEAGUE BASEBALL
55© 2001-2010 MLB Advanced Media, L.P.
© 2010 Razorfish. All rights reserved.
NEXT ISSUE MEDIA
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SEMANTIC PUBLISHING TOOLS
‣ Add structure + metadata‣ Develop new products more
quickly & easily
57Screenshot © 2010 Thomson Reuters
© 2010 Razorfish. All rights reserved.
SEMANTIC PUBLISHING TOOLS
Example Services
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OpenPublish A version of Drupal with OpenCalais machine assisted tagging and RDFa formatting built in.
Jiglu Insight Finds hidden relationships to other content you’ve published and automatically creates links.
© 2010 Razorfish. All rights reserved.
ONLINE ADVERTISING: LOOKING UP
Need to overcome the impression that online inventory is not valuable
59Source: eMarketer, May 2010
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ADVERTISING: RICH, RELEVANT, TARGETED
New opportunities for high-value advertising will
include unique approaches that use the digital content itself.
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© 2010 Razorfish. All rights reserved.
MAD MEN AD WITH NYT CONTENT
61Source: The New York Times Corporation
© 2010 Razorfish. All rights reserved.
INTEL AD ON CNET
62Source: ClickZ
© 2010 Razorfish. All rights reserved.
LOS ANGELES TIMES
‣ Front Page, Print Edition, March 5, 2010‣ Includes recent articles
63Copyright © 2010 Tribune Inc.
© 2010 Razorfish. All rights reserved.
LOS ANGELES TIMES: GREEN LINKS
64Copyright © 2010 Tribune Inc.
© 2010 Razorfish. All rights reserved.
ADVERTISING: TARGETED ADS
Ads that are contextually relevant to the content can be more engaging and ultimately
more effective.
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SPONSORED RESULTS
66Copyright © 2010 Yahoo! Inc.
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BROAD MATCHING: TRAVEL
67Copyright © 2010 The New York Times Company
© 2010 Razorfish. All rights reserved.
THEMATIC MATCHING: TRAVEL
68guardian.co.uk © Guardian News and Media Limited 2010
© 2010 Razorfish. All rights reserved.
THEMATIC MATCHING: MUSIC & THEATER
69Copyright © 2000–2010 Time Out New York
© 2010 Razorfish. All rights reserved.
SPONSORED LINKS: NAME MATCHING
70Copyright © 2010 Entertainment Weekly
© 2010 Razorfish. All rights reserved.
MATCHING IS HIT OR MISS
71Copyright © 2010 Entertainment Weekly
© 2010 Razorfish. All rights reserved.
ADVERTISING: POOR MATCHING
Automated keyword matching can lead to some unfortunate
associations, which tends to scare advertisers.
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THE BRAND LOOKS SILLY
73Source: The New York Times
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THE BRAND MADE PEOPLE SICK
74Copyright © 2010 Reurers
© 2010 Razorfish. All rights reserved.
ASSOCIATED WITH DISASTER
75Source: Pro PR
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PROMOTING A COMPETITOR
76Copyright © 2010 Entertainment Weekly
© 2010 Razorfish. All rights reserved. 77Photo by jkenning
© 2010 Razorfish. All rights reserved.
ADVERTISING: BRAND PROTECTION
Semantic ad targeting tools include protection against
unfortunate term-matching.
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© 2010 Razorfish. All rights reserved.
SEMANTIC AD TARGETING
Example Services
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ad pepper Provides ad placement, lead generation and brand protection through semantic analysis of page content and user behavior.
Peer39 Understands the meaning and sentiment of web pages so that ads can be targeted to appropriate audiences, and also protects advertisers from having their campaigns placed on negative or objectionable content. Identifies hot topics on the fly, and quickly adapts to create new “premium” inventory.
Proximic Performs real-time content analysis to accurately target ads, builds user profiles for better audience targeting, and includes brand protection measures.
© 2010 Razorfish. All rights reserved.
OTHER SOURCES OF REVENUE
80Model by Scott Brinker
© 2010 Razorfish. All rights reserved.
PARTNERING ON PRODUCT DEVELOPMENT
‣ Partner with developers who need a regular stream of high quality content to make their products useful.‣ Licensing Model. Provide content to partners in exchange for a fee.‣ Marketplace Model. Make content available to developers in exchange
for a portion of the revenue from products they develop.
81
© 2010 Razorfish. All rights reserved.
AFFILIATE PARTNERSHIP
‣ Incorporate affiliate links into the content. Partners can pay up front or share revenue they receive from traffic sent from the site.
82Copyright ©2010 Movies.com
© 2010 Razorfish. All rights reserved.
VALUE-ADD APPROACH
‣ Offer free content that drives sales of paid services, products, or devices.
83Source: Betanews, Inc.
© 2010 Razorfish. All rights reserved.
RICH DATA SERVICES
84Copyright ©2010 Dow Jones & Company, Inc.
© 2010 Razorfish. All rights reserved.
RICH DATA SERVICES
Example Services
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Factual An open data platform providing tools to enable anyone to contribute and use sources of structured data.
Freebase An open, semantically enhanced database of information, similar to Wikipedia, but with structured data on millions of topics in dozens of domains.
iGlue A community editable database containing images, video, individuals, institutions, and geographic locations.
© 2010 Razorfish. All rights reserved.
REDUCE COSTS: DO MORE WITH LESS
‣ Follow the principle “produce once, use multiple times.”
‣ Use tools that help automate parts of the process.
‣ Make production processes more efficient so you can produce more content, in more formats, often with a smaller staff.
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© 2010 Razorfish. All rights reserved.
THE NEW YORK TIMES – ALUMNI IN THE NEWS
87Copyright © 2010 The New York Times Company
© 2010 Razorfish. All rights reserved.
“What [linked data] will let you do on the back end is pretty
revolutionary. It lets you answer questions, not that you couldn’t answer before, but [for which] it would have been way too hard to
collect, sanitize and curate the data.”
– Evan Sandhaus, Semantic Technologist, R&D Lab, The New York Times
88
© 2010 Razorfish. All rights reserved.
MACHINE-ASSISTED TAGGING
89Screenshot © 2010 Thomson Reuters
© 2010 Razorfish. All rights reserved.
MACHINE-ASSISTED TAGGING
Example Services
90
OpenCalais Automatically tags people, places, companies, facts and events found in the content.
TextWise Generates weighted, relevant metadata based on key concepts found in the text of a document or web page.
Tagaroo An OpenCalais plug-in for WordPress.
© 2010 Razorfish. All rights reserved.
BECOME A CONTENT DISTRIBUTOR
‣ Channels
‣ Devices
‣ Platforms
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© 2010 Razorfish. All rights reserved. 92Photo by Christian Van Der Henst S.
2010: iPad
© 2010 Razorfish. All rights reserved. 93Source: Fast Company
2011: Gestural interface
© 2010 Razorfish. All rights reserved. 94Image by Corey Sauve
2016: Holodeck
© 2010 Razorfish. All rights reserved.
BE PREPARED
‣ Create unique modes of interaction and the optimal types of experiences for each platform
‣ Content must be nimble in order to:‣ reduce development time for current and next generation devices‣ anticipate the needs of platforms that don’t even exist yet‣ make everything seamlessly work together
95
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FIND YOUR AUDIENCE WHERE THEY ARE
96
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SEO GOES INTO OVERDRIVE
Yahoo, Google, and Bing have all begun using rich metadata embedded in pages to apply formatting for specific kinds of content and display useful information right in the results.
97
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SEMANTIC SEO
98Screenshot © 2010 Dapper
© 2010 Razorfish. All rights reserved.
SEMANTIC SEO
Example Services
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Google Rich Snippets Testing Tool
Tests webpage markup to ensure that Google’s Rich Snippets feature can interpret it correctly.
Inbenta Assists in the creation of content using the terminology of popular search queries.
Semantify(by Dapper)
Provides automated semantic enhancement of a site without changing its pages. Search engines see the site with RDFa tagging embedded in the page.
© 2010 Razorfish. All rights reserved.
STRUCTURED SERENDIPITYME + FRIENDS + COMMUNITY + EDITORS
‣ Tools that use all of these filters to help people manage their information streams
‣ Content has to play well in this environment
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© 2010 Razorfish. All rights reserved. 101
“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 AMBASSADORS
Pages 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.
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.
ACKNOWLEDGMENTS
‣ Research and Editorial Team‣ Christine Costello, Rachel Lovinger, Melissa Sepe
‣ Advisory Board‣ Eric Moore, Elliott Trice, Ray Velez, Domenic Venuto
‣ Art Director‣ Lian Chang
‣ Designed by‣ Chelsea Andrews
‣ Colleagues who gave valuable feedback and assistance‣ Bryan Hamilton, Michael Harper, Nick Heasman, Ruth Kaufman, Beth
Lind, Rupa Naipaul, Paul Tavernise
104
© 2010 Razorfish. All rights reserved.
THE DETAILS
‣ Available at: http://nimble.razorfish.com
‣ Follow us on Twitter: @NimbleRF
‣ Illustrations by Fogelson-Lubliner(http://fogelson-lubliner.com)
105
© 2010 Razorfish. All rights reserved.
QUESTIONS?
[email protected]: @rlovinger
Nimble Twitter: @NimbleRFhttp://nimble.razorfish.com
http://scattergather.razorfish.com
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