Rachel Lovinger Presentation
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Transcript of Rachel Lovinger Presentation
© 2010 Razorfish. All rights reserved.
STRUCTURE SETS THE CONTENT FREESemantic Web SummitNovember 17, 2010Rachel Lovinger @rlovinger
© 2010 Razorfish. All rights reserved.
ABOUT ME: RACHEL LOVINGER
‣ Associate Content Strategy Director, 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 FACTSFull-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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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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© 2010 Razorfish. All rights reserved. 8Photo by inky
PHYSICAL 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. 12Photo by Tiago Silva
TRANSFORMING PUBLISHING
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‣ Experimenting with Linked Data
‣ Multiple digital and traditional channels
‣ Completely reorganized their publishing organization and platform
‣ Extensive use of metadata standards in content publishing
‣ Magazine consortium seeking to define the distribution channel
MEDIA & ENTERTAINMENT INTERVIEWS
Talking Points Memo
‣ Digital Native
‣ Extensive R & D
‣ Development for devices
‣ Exposing NYT Index as Linked Data
‣ Developing new paywall
‣ Unique approach to paid content products
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STRUCTURE SETS CONTENT FREE
Ironically, it’s more structure that makes content nimble and sets it free.
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STRUCTURED DATA
‣ Markup that provides more meaning and context
‣ Ad hoc and standard methods of adding structure
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<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.
© 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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SEMANTIC PUBLISHING TOOLS
‣ Add structure & metadata
17Screenshot © 2010 Thomson Reuters
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MACHINE-ASSISTED TAGGING
‣ Extract concepts from the text
18Screenshot © 2010 Thomson Reuters
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SEMANTIC SEO
‣ Add and validate formatting that supports rich search display
19Screenshot © 2010 Dapper
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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. 21
LINKED DATA
Image by Richard Cyganiak and Anja Jentzsch
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RICH DATA SERVICES
‣ Connect your content and data to other rich data sources
22Copyright ©2010 Dow Jones & Company, Inc.
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ONE PAGE PER CONCEPT
‣ High SEO value
‣ Aggregates content
‣ Mapped to related data
23BBC © MMX
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BBC MUSIC BETA – ARTISTS PAGES
24BBC © MMX
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RELATED CONTENT SERVICES
‣ Automatically add related content from a variety of sources
25© 2010 Time Inc.
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APIS FOR CONTENT, DATA, AND FUNCTION
‣ Import data, content, and services
‣ Make content and data available for use by others
26Photo by Rishi Menon
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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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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
30© 2001-2010 MLB Advanced Media, L.P.
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ONLINE ADVERTISING: LOOKING UP
Need to overcome the impression that online inventory is not valuable
31Source: eMarketer, May 2010
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MAD MEN AD WITH NYT CONTENT
32Source: The New York Times Corporation
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BROAD MATCHING: TRAVEL
33Copyright © 2010 The New York Times Company
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THEMATIC MATCHING: TRAVEL
34guardian.co.uk © Guardian News and Media Limited 2010
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BRAND PROTECTION
35Copyright © 2010 Reurers
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NEW BUSINESS MODELS
36Model 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
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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BECOME A CONTENT DISTRIBUTOR
‣ Channels
‣ Devices
‣ Platforms
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© 2010 Razorfish. All rights reserved. 41Photo by Christian Van Der Henst S.
2010: iPad
© 2010 Razorfish. All rights reserved. 42Source: Fast Company
2011: Gestural interface
© 2010 Razorfish. All rights reserved. 43Image by Corey Sauve
2016: Holodeck
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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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ADVANCED MEDIA MONITORING
‣ Do research
‣ Track reactions
45© 2010 Phase 2 Technology
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FASHIONFISHConcept Demo
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WHAT IS THE BRAND VALUE?
270 pieces of paper bound together VS. The eyes and ears inside the fashion industry
47Photos by Ian MacKenzie and Art Comments
© 2010 Razorfish. All rights reserved. 48
CONTENT AS A SERVICE
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STRUCTURED SERENDIPITY
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AUDIENCE AS AMBASSADORS
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AUDIENCE AS AMBASSADORS
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TOPIC EXPLORATION
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FREE-TO-PAID: PREMIUM CONTENT
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SEMANTIC/ RICH ADVERTISING
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SEMANTIC ADVERTISING TECHNOLOGY
55 © 2010 Razorfish. All rights reserved.
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AFFILIATE / ECOMMERCE TIE-INS
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AFFILIATE / ECOMMERCE TIE-INS
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FREE-TO-PAID: PREMIUM SERVICES
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CURATION
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ENABLING TECHNOLOGIES
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CMS PROVIDES STRUCTURE TO YOUR CONTENT
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Configure Content Management Systems to support flexible content model
‣ Commercial CMS products (Autonomy, Documentum, SDL Tridion)
‣ Leading open source products (Open Publish/Drupal)
Provide the ability to syndicate content at a granular level
‣ Collection of Articles
‣ Articles
‣ Teaser
‣ Embedded media
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OPEN PUBLISH
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Alexander McQueen’s final collection was a tour de force. Quintessentially McQueen, his final, magisterial collection was a poignant coda to a career characterized by ceaseless invention, curiosity, and lightning flashes of absolute brilliance. The collection was presented in a stately room of white and gold Louis XV boiserie, in what was once the hôtel particulier of the noble Clermont-Tonnerre family. The models appeared one by one, to the hauntingly beautiful accompaniment of Henry Purcell's Dido and Aeneas (the music that McQueen had been listening to as he created this collection). Their faces were powdered by Peter Philips as wan as van Eyck Madonnas, their heads were bound by Guido Palau like medieval wimples and crowned with bristling Mohican plumes, and they struck attitudes that recalled the iconic images of the Byzantine empress Theodora.
McQueen himself had worked on each of the sixteen looks, elaborately draping each on the stand (“He hated too many seams,” explained Sarah Burton, the designer's long-term collaborator and now head of design of the house that bears his
© 2010 Razorfish. All rights reserved.
VOCABULARIES IMPROVE PORTABILITY
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Leveraging tags and structure from popular vocabularies makes content portable
‣ Dublin Core
‣ FOAF
‣ Good Relations
‣ Need for industry specific vocabulary
Easier integration with partners
‣ Ecommerce
‣ Mashups
© 2010 Razorfish. All rights reserved.
SEMANTIC TAGS ENABLE CONTENT SHARING
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3 emerging standards
‣ RDFa – supports the creation of custom and extensible vocabularies
‣ Microformats - re-use existing HTML/XHTML tags to convey metadata
‣ Microdata – gaining adoption with HTML5
No additional infrastructure needed to share content
‣ Embed in Atom or RSS
‣ HTML
© 2010 Razorfish. All rights reserved.
AUTO-TAGGING BRINGS EFFICIENCIES
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Rich Data services coupled with auto-tagging capability help enrich the content
‣ OpenPublish (Drupal) offers built-in integration with Open Calais
‣ Thomson Reuters’ Open Calais service offers tag suggestions for content automatically based on a relevancy score
Efficiencies in content authoring, tagging, and SEO
‣ Leveraging popular tags with added structure facilitates content discovery and consumption
‣ Auto-tagging can be definitely time saving
© 2010 Razorfish. All rights reserved.
CALAIS TERMS
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© 2010 Razorfish. All rights reserved.
OPEN DATA SETS MAKE CONTENT MORE COMPREHENSIVE
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Leverage the wisdom of experts or the crowd
‣ Freebase
‣ Custom ontology /knowledge base
Facilitates the creation of content based products
‣ Not just the core content, but related information
© 2010 Razorfish. All rights reserved.
ARCHITECTURE TIES EVERYTHING TOGETHER
Greater sharing of content + functionality via mini-applications.
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Web Properties Mobile Applications 10 foot Applications
Social Graph Enablement
Web Services
Syndicated Content Gadgets + widgets
Semantic Tags (RDFa, Microformat, Microdata)
RQL/JSON
CMS/ Web application Platform
Inte
grat
ion
Laye
rFreebase
CalaisXML/RDF
Industry Specific
APICustom
Vocabulary
Semantic Ad Targeting
© 2010 Razorfish. All rights reserved.
TO MAKE YOUR CONTENT NIMBLE
Things you should be doing
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© 2010 Razorfish. All rights reserved.
NIMBLE CHECKLIST
‣ Enhance your content with rich semantic metadata.
‣ Entities
‣ Facts
‣ Events
‣ Integrate your CMS with industry-standard Taxonomy/Vocabulary
‣ Calais
‣ Good relations
‣ Standards based custom vocabulary
‣ Augment your content with machine readable hints to make it truly nimble
‣ XHTML & RFDa
‣ HTML5 & Microdata
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© 2010 Razorfish. All rights reserved.
SPECIAL THANKS TO
Paul Tavernise
‣ Experience Lead
‣ Creator of FashionFish concept demo
Krish Kuruppath
‣ Technology Director
‣ Architect of the Enabling Technology
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© 2010 Razorfish. All rights reserved.
THE DETAILS
‣ Nimble is available at: http://nimble.razorfish.com(References many of the technologies, vendors, and services mentioned in this presentation.)
‣ Follow us on Twitter: @NimbleRF
‣ For more information, contact:Eric MooreSVP, Media & Entertainment Group [email protected]
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© 2010 Razorfish. All rights reserved.
QUESTIONS?
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