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Our slides from the presentation I held at the Gilbane Boston Conference 2012. Topic: The value of structured data in Content Management Systems.
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The value of Structured Datain Content Management Systems
www.webnodes.com
Ole GulbrandsenCTO Webnodesole@webnodes.com
GILBANE CONFERENCE Boston - 2012
The key goals of your website
1. Capture new customers2. Engage your customers3. Retain visitors and inspire loyalty
«Structured Data»?
John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert.
Name Position Age Interest Country Company John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
Name Position Age Interest Country Company John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
John Engineer 42 years Cycling US Nike
Margaret Analyst Born 1969 Rowing Spain Nike
Ronald Engineer 34 years Cycling UK HP
Bert Cleaner 28 years Painting Australia HP
Sofia Accountant Born 12/79 Antiques US Nike
Name Position Birth Interest Country Company John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
Name Position Birth Interest Country Company John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
John Engineer 01.02.1969 Cycling US Nike
Margaret Analyst 03.02.1969 Rowing Spain Nike
Ronald Engineer 02.12.1975 Cycling UK HP
Bert Cleaner 02.12.1971 Painting Australia HP
Sofia Accountant 02.12.1979 Antiques US Nike
PEOPLEName Position Birth Company Interest Country
John 1 01.02.1969 1 2 2Margaret 2 01.02.1969 1 2 3Ronald 2 01.02.1969 2 4 4Bert 4 01.02.1969 2 3 2Sofia 3 01.02.1969 1 1 1
INTEREST
ID Name Sport
1 Cycling True
2 Antiques False
3 Rowing True
4 Painting False
COUNTRYID Name
1 Australia
2 UK
3 US
4 Painting
POSITIONID Name
1 Engineering
2 Analytics
3 Accounting
4 Cleaning
COMPANY
ID Name
1 Hewlett Packard
2 Nike
«Structured data» in CMS systems?
Pages are Generated Views of the content“Manage content, not pages”
TAG
TAG
TAG
TAG
TAG
TAG
How can Structured Dataimprove your CMS?
Topics• Navigation• Multichannel publishing• Social collaboration• E-commerce & BI• Personalized content• Web Applications• SEO & Schema.org• Integration and data sharing• Semantic Web
www.webnodes.comOle Gulbrandsen – ole@webnodes.com
Explore Norway.com
Rafting
Skiing
Biking
West
East
Oslo
Hamar Biking in Hamar
North
South
Hiking
Tree-based navigation
Explore Norway.com
West
East
Oslo
Hamar
Rafting
Skiing
Biking Biking in Hamar
Hiking
North
South
Region City Activity
Relation based navigation
DEMO
Multichannel publicationDifferentHTML Layoutsfor devices
DifferentData Formatsfor App frameworksin tablets & mobiles
«One system» &«One data source»for all devices and all formats
CMS
DEMO
Social collaboration
• Social data is a network of relations.
• If your Data Model support relations, you can model social graphs directly in your CMS and integrate it with your content.
• Collaboration platform for – 2 500 schools + 4 mill users
• All data and functionality in one CMS• Seamless integration of content
and social data• E-Commerce• Unified access system on all content• Multiple devices, Multiple formats
Social collaboration
Communicate, Collaborate, Connect
Search Engine Optimization
[Red]text[Image]
240x130px
[Blue]text
[Bold]text
[H1]text
[Black]text
Without semantic tags
PriceProduct Image
Phone Color
StockStatus
ProductName
Currency
With semantic tags
www.schema.org
DEMO
Engage you customers
TREND 1: Customers land directly on one of your product pages after searching for it in one of the search engines
TREND 2: Customers use your search for navigating, not your menus and links
Consequence for your website:• Relation-based navigation• Product recommendations• Accurate and faceted search• Seamless transition between
menus and searching
Web Applications
• Business processes moves to the web• Websites are becoming Web Applications• Increased need for data integration
and sharing
-> All points to the need for Structured Data
web av data
Integration and Data Sharingthrough Data endpoints
«A protocol for sharing and updating structured data between applications.»
Ecobox project database
ODataEndpoint
NORWEGIAN STATE HOUSING BANK
GOVERMENTAL INITIATIVE ABOUTENERGY EFFICIENT HEATING
FURTHER CONNECTING TO 13 OTHER WEBSITES
Topics Navigation Multichannel publishing Social collaboration E-commerce & BI Personalized content Web Applications SEO & Schema.org Integration and data sharing Semantic Web
www.webnodes.comOle Gulbrandsen – ole@webnodes.com
CaptureSEO / Rich snippets / Data sharing
EngageNavigation / Richer clients / Search
RetainSocial collaboration / Personalized content / BI
www.webnodes.comOle Gulbrandsen – ole@webnodes.com
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