Rachel Lovinger Presentation

© 2010 Razorfish. All rights reserved.

STRUCTURE SETS THE CONTENT FREESemantic Web SummitNovember 17, 2010Rachel Lovinger @rlovinger


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


Razorfish creates experiences that build businesses.

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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

http://www.flickr.com/photos/clankennedy/3016832919/

http://www.flickr.com/photos/clankennedy/3016832919/


YOUR CONTENT…

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IN MANY CHANNELS, PLATFORMS, DEVICES

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http://www.eurodroid.com/pics/android_app_bbc_world_service_and_tweet_1.png


CHALLENGES / OPPORTUNITIES

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ENGAGEMENT DELIVERY

MONETIZATION

© 2010 Razorfish. All rights reserved. 12Photo by Tiago Silva

TRANSFORMING PUBLISHING

http://www.flickr.com/photos/bazik/395792175/


‣ 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.

http://allmusic.com/artist/madonna-p64565


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


MACHINE-ASSISTED TAGGING

‣ Extract concepts from the text

18Screenshot © 2010 Thomson Reuters


SEMANTIC SEO

‣ Add and validate formatting that supports rich search display

19Screenshot © 2010 Dapper


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.)

http://upload.wikimedia.org/wikipedia/commons/d/d4/George-W-Bush.jpeg

© 2010 Razorfish. All rights reserved. 21

LINKED DATA

Image by Richard Cyganiak and Anja Jentzsch

http://richard.cyganiak.de/2007/10/lod/

http://richard.cyganiak.de/2007/10/lod/


RICH DATA SERVICES

‣ Connect your content and data to other rich data sources

22Copyright ©2010 Dow Jones & Company, Inc.


ONE PAGE PER CONCEPT

‣ High SEO value

‣ Aggregates content

‣ Mapped to related data

23BBC © MMX


BBC MUSIC BETA – ARTISTS PAGES

24BBC © MMX


RELATED CONTENT SERVICES

‣ Automatically add related content from a variety of sources

25© 2010 Time Inc.


APIS FOR CONTENT, DATA, AND FUNCTION

‣ Import data, content, and services

‣ Make content and data available for use by others

26Photo by Rishi Menon

http://www.flickr.com/photos/rxmflickr/4102530508/




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.


ONLINE ADVERTISING: LOOKING UP

Need to overcome the impression that online inventory is not valuable

31Source: eMarketer, May 2010

http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2000685




MAD MEN AD WITH NYT CONTENT

32Source: The New York Times Corporation


BROAD MATCHING: TRAVEL

33Copyright © 2010 The New York Times Company


THEMATIC MATCHING: TRAVEL

34guardian.co.uk © Guardian News and Media Limited 2010


BRAND PROTECTION

35Copyright © 2010 Reurers


NEW BUSINESS MODELS

36Model by Scott Brinker

http://www.chiefmartec.com/2010/03/business-models-for-linked-data-and-web-30.html


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


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

http://www.flickr.com/photos/cvander/4643971251/

http://www.flickr.com/photos/cvander/4643971251/

© 2010 Razorfish. All rights reserved. 42Source: Fast Company

2011: Gestural interface

http://www.fastcompany.com/news/2008/11/16-minority-report-g-speak.html

© 2010 Razorfish. All rights reserved. 43Image by Corey Sauve

2016: Holodeck

http://forums.cgchannel.com/showthread.php?t=7661

http://forums.cgchannel.com/showthread.php?t=7661


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


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

http://www.flickr.com/photos/bravenewtraveler/2278115499/

http://www.flickr.com/photos/bravenewtraveler/2278115499/

http://www.flickr.com/photos/artcomments/379715109/


CONTENT AS A SERVICE


STRUCTURED SERENDIPITY


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.


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


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


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


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

http://en.wikipedia.org/wiki/HTML

http://en.wikipedia.org/wiki/XHTML

http://en.wikipedia.org/wiki/Metadata


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


CALAIS TERMS

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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


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


TO MAKE YOUR CONTENT NIMBLE

Things you should be doing

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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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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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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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http://nimble.razorfish.com/

mailto:[email protected]


QUESTIONS?

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Documents

Rachel Lovinger Presentation