Empowering Your Audience Ambassadors with Semantic Publishing
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Empowering Your Audience
Ambassadors with Semantic
Publishing Web 3.0 and the Future of Social Media 22 June 2011
Rachel Lovinger @rlovinger
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• 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.
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• I use social media a lot, for both
personal and professional purposes
• My first visit to Australia
ABOUT ME: RACHEL LOVINGER
©2011 Razorfish. All rights reserved.
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4 THE NIMBLE REPORT
• 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
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CONTENT NEEDS TO BE FREE
(LIKE A BIRD, NOT LIKE BEER)
©2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner
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Content should be able to:
• Travel Freely
• Retain Context & Meaning
• Create New Products
WHEN CONTENT IS NIMBLE
©2011 Razorfish. All rights reserved.
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• Socially-enabled
• Mobile-friendly
• On Demand
TRAVEL FREELY
Photo by Rachel Lovinger, Drawing by Mathieu Plourde
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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.
WHERE IS THE CONTENT?
©2011 Razorfish. All rights reserved.
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ONE ARTICLE…
BBC © MMXI
©2011 Razorfish. All rights reserved.
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10 IN MANY CHANNELS, PLATFORMS, DEVICES
BBC © MMXI
©2011 Razorfish. All rights reserved.
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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
©2011 Razorfish. All rights reserved.
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• Trusted editorial sources
• Editorial aggregators
• Community aggregators
• Personal filters
• Social recommendations
HOW DOES THE CONTENT FIND ITS AUDIENCE?
©2011 Razorfish. All rights reserved.
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13 STRUCTURED SERENDIPITY
• We need smarter filters
• Tools will use all of these
factors to help people manage
their information streams
• Content has to play well in
this environment
©2011 Razorfish. All rights reserved.
Me + Friends + Community + Editors
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14 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
©2011 Razorfish. All rights reserved.
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15 FIND YOUR AUDIENCE WHERE THEY ARE
©2011 Razorfish. All rights reserved. Illustration by Fogelson-Lubliner
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16 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.
©2011 Razorfish. All rights reserved.
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• Add semantic markup to the
content
• Submit it to search engines
• Boost search rankings
• Makes pages more accessible for
visually impaired users
• Displays additional business data,
content, or product information
directly in search results
SEMANTIC SEO
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Dapper
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SOCIAL SEARCH
©2011 Razorfish. All rights reserved.
Quora
Gmail
Google Reader
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• Track Twitter, social
networks, blogs,
discussion boards,
content sites
• Track a brand, industry,
domain or topic
• With semantic
capabilities:
• more accurate relevance
• sentiment analysis
• Track ongoing stories
and audience reaction
ADVANCED MEDIA MONITORING
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Phase 2 Technology
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20 ADVANCED MEDIA MONITORING
Example Services
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.
©2011 Razorfish. All rights reserved.
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STRUCTURE SETS CONTENT FREE
©2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner
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22 ELEMENTS OF STRUCTURE
• Structured Data
• Meaningful Metadata
• Linked Data
• One Page Per Concept
• APIs
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• Markup that provides more meaning and context
• Ad hoc and standard methods of adding structure
STRUCTURED DATA
©2011 Razorfish. All rights reserved.
<b>Madonna</b> Indicates that the text within the tags should
be bold.
<H1>Madonna</H1> Indicates that the text within the tags is a
headline.
<foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a
name, as defined in the “Friend of a Friend”
vocabulary.
<amgID=64565>Madonna</amgID> Indicates that the text within the tags refers
to the recording artist Madonna, as
described on AllMusic.
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• Tools with a range of
structure and metadata
capabilities
• Content encoded with
semantic markup and
meaningful metadata
• Not necessary to understand
all the underlying code
• Streamlines publishing
• Faster, easier, and cheaper
make new content products
SEMANTIC PUBLISHING TOOLS
©2011 Razorfish. All rights reserved.
Screenshot © 2010 Thomson Reuters
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Drupal 7
• Open source CMS
• Native support for semantic structures RDF & RDFa
MANAGE CONTENT WITH METADATA
©2011 Razorfish. All rights reserved.
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26 MEANINGFUL METADATA
Search: Blackberry
Image by enrique dans and Rob MacEwen
©2011 Razorfish. All rights reserved.
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• Extracts concepts from the text
• 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 `
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28 MACHINE-ASSISTED TAGGING
Example Services
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.
©2011 Razorfish. All rights reserved.
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29 LINKED OPEN DATA
Diagram by Richard Cyganiak and Anja Jentzsch
©2011 Razorfish. All rights reserved.
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30 RICH DATA SERVICES
Connect your content and data to
other rich data sources
Copyright ©2011 Dow Jones & Company, Inc.
©2011 Razorfish. All rights reserved.
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FOAF = Friend of a Friend
• Describes people, their connections, 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.
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OGP = Open Graph Protocol
• Adds metadata to any page that identifies it more clearly to
• Based on RDF (a W3C semantic web standard)
• Allows for deeper integration with Facebook and a person’s
existing social networking activity
• Includes elements such as:
• title, location information, contact information, activity types, business types,
people types, place types
FACEBOOK OPEN GRAPH
©2011 Razorfish. All rights reserved.
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33 ONE PAGE PER CONCEPT
• High SEO value
• Aggregates content
• Mapped to related data
BBC © MMXI
©2011 Razorfish. All rights reserved.
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34 APIS FOR CONTENT, DATA, AND FUNCTION
• Import data, content, and
services
• Make content and data
available for use by others
Photo by Rishi Menon
©2011 Razorfish. All rights reserved.
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35 AUDIENCE PARTICIPATION
©2011 Razorfish. All rights reserved.
BBC © MMXI
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36 AUDIENCE COLLABORATION
©2011 Razorfish. All rights reserved.
BBC © MMXI
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37 AUDIENCE CREATORS
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38 AUDIENCE CREATORS
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CONCLUSION
• Content needs to be free - free to be
consumed where and when people
want it
• Make your content easier to find and
share by adding semantic markup
• Engage with your audience by finding
them where they are
• Turn ambassadors into influencers and
even contributors
©2011 Razorfish. All rights reserved.