Empowering Your Audience Ambassadors with Semantic Publishing

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.

http://www.flickr.com/photos/kingdatoro/535286146/

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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


4 THE NIMBLE REPORT

• A Report on Publishing in the

Digital Age

• Nimble is available at:

http://nimble.razorfish.com

• On Twitter: @NimbleRF


Illustrations by Fogelson-Lubliner

http://nimble.razorfish.com/


CONTENT NEEDS TO BE FREE

(LIKE A BIRD, NOT LIKE BEER)


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


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• Socially-enabled

• Mobile-friendly

• On Demand

TRAVEL FREELY

Photo by Rachel Lovinger, Drawing by Mathieu Plourde

http://www.flickr.com/photos/mirka23/63098344

http://www.flickr.com/photos/mathplourde/4171246263/

http://www.flickr.com/photos/mathplourde/4171246263/


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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?


9

ONE ARTICLE…

BBC © MMXI


10 IN MANY CHANNELS, PLATFORMS, DEVICES

BBC © MMXI


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

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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


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• Trusted editorial sources

• Editorial aggregators

• Community aggregators

• Personal filters

• Social recommendations

HOW DOES THE CONTENT FIND ITS AUDIENCE?


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


Me + Friends + Community + Editors

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


15 FIND YOUR AUDIENCE WHERE THEY ARE

©2011 Razorfish. All rights reserved. Illustration by Fogelson-Lubliner


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.


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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


Screenshot © 2010 Dapper

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SOCIAL SEARCH


Facebook

Quora

Gmail

Facebook

Google Reader

Twitter

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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


Screenshot © 2010 Phase 2 Technology

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.


STRUCTURE SETS CONTENT FREE


Illustration by Fogelson-Lubliner


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


<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


Screenshot © 2010 Thomson Reuters

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Drupal 7

• Open source CMS

• Native support for semantic structures RDF & RDFa

MANAGE CONTENT WITH METADATA


26 MEANINGFUL METADATA

Search: Blackberry

Image by enrique dans and Rob MacEwen


http://www.flickr.com/photos/zandperl/96744534/




http://www.flickr.com/photos/torontorob/3818415115/

http://www.flickr.com/photos/torontorob/3818415115/


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• Extracts concepts from the text

• Suggests categorized terms

• Content producer approves or rejects each suggested term

MACHINE-ASSISTED TAGGING


Screenshot from Joe Devon’s MySQLTalk.com `

http://mysqltalk.wordpress.com/2009/03/27/need-to-tag-your-content-use-open-calais/


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.


29 LINKED OPEN DATA

Diagram by Richard Cyganiak and Anja Jentzsch


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








30 RICH DATA SERVICES

Connect your content and data to

other rich data sources

Copyright ©2011 Dow Jones & Company, Inc.


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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


• 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


http://www.foaf-project.org/

http://sioc-project.org/

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OGP = Open Graph Protocol

• Adds metadata to any page that identifies it more clearly to

Facebook

• Based on RDF (a W3C semantic web standard)

• Allows for deeper integration with Facebook and a person’s

existing social networking activity


• title, location information, contact information, activity types, business types,

people types, place types

FACEBOOK OPEN GRAPH


http://ogp.me/

33 ONE PAGE PER CONCEPT

• High SEO value

• Aggregates content

• Mapped to related data

BBC © MMXI


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


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

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


35 AUDIENCE PARTICIPATION


BBC © MMXI

36 AUDIENCE COLLABORATION


BBC © MMXI

37 AUDIENCE CREATORS

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
