Make Your Content Nimble - Confab

Make Your Content Nimble CONFAB – The Content Strategy Conference May 10, 2011

Rachel Lovinger

@rlovinger

#NimbleCS

2

• 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/

3 NIMBLE: 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

http://nimble.razorfish.com/



QUALITIES OF

NIMBLE CONTENT

5

Nimble content can:

• Travel Freely

• Retain Context & Meaning

• Create New Products

IF CONTENT IS NIMBLE

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



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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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• Source

• Usage

• Relationships

RETAIN CONTEXT & MEANING

©2011 Razorfish. All rights reserved. Image © 2011 TheHuffingtonPost.com, Inc.

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• Reusable

• Engaging

• Profitable

• Time to Market

CREATE NEW PRODUCTS

©2011 Razorfish. All rights reserved. Photo by Rishi Menon Photo by Christian Van Der Henst S.

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





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

CONTENT MUST BE…

Qualities of Nimble Content

WELL STRUCTURED

Photo by Travis Nep Smith

http://www.flickr.com/photos/nep/86651293/

WELL DEFINED

Photo by Matt M

http://www.flickr.com/photos/macq/2537062085/

WELL DESCRIBED

Photo by zerothousand

http://www.flickr.com/photos/zerothousand/2222123854

HOW TO MAKE

CONTENT NIMBLE

14


PROCESSES STANDARDS

TOOLS

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Nimble = Content that

machines can understand

Standards make it possible

What standard metadata

frameworks and vocabularies

are available to augment

content and help other

systems make better use of it?

WHY STANDARDS?

©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `

http://www.flickr.com/photos/jurvetson/6802032



ICEBERG TIPS

Photo by Nick Russill

http://www.flickr.com/photos/nickrussill/146743085/

http://www.flickr.com/photos/nickrussill/146743085/

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* TLA = Three Letter Acronym

WELL STRUCTURED

How to make content

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• Information separated from presentation

• Segmented into usable bits

WELL STRUCTURED


Title: Ta-dah!

Description:

we're talking a serious jello mold here.

Tags: jello, layers, delicious

Appears in: Dinner (set)

Created by: Dan DeLuca

Taken on: February 14, 2010

Taken with: Fujifilm FinePix F70EXR

Usage Rights: CC-BY Some rights reserved

Source URL: http://www.flickr.com/photos/dandeluca/4360567363

Photo by Dan DeLuca `

http://www.flickr.com/photos/dandeluca/4360567363




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Simplifies much of the markup from previous versions of HTML, while

providing the ability to add more context and meaning

• For example: <link rel="alternate" type="application/atom+xml"

title="My Weblog feed" href="/feed/" />

This makes it possible to add more information about what is being

linked to, its format, and what purpose it serves

HTML5

©2011 Razorfish. All rights reserved. Example from Dive Into HTML5 by Mark Pilgrim `

http://diveintohtml5.org/


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New semantic tags in HTML5 include: <section>

<nav>

<article>

<aside>

<hgroup>

For more information: Mark Pilgrim’s Dive Into HTML5 (http://diveintohtml5.org/)

HTML5


<header>

<footer>

<time>

<mark>




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RDF = Resource Description Framework

Purpose: To provide a structure (aka framework) for describing

identified things (aka resources)

Composed of three basic elements

• Resources – the things being described

• Properties – the relationships between things

• Classes – the buckets used to group the things

RDF


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The elements are combined to make simple statements called Triples

Examples:

• Men In Black is a Movie

• Will Smith is an Actor

• Men In Black stars Will Smith

<MenInBlack> <hasStar> <WillSmith>

RDF


Movie

typeOf

Will Smith

Actor

typeOf

hasStar Men In Black

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RDFa = RDF in attributes

Purpose: Allows RDF attributes and properties to be included in

XHTML and HTML documents.

<div>

<h2>The trouble with Bob</h2>

<h3>Alice</h3>

…

</div>

• For more information see: http://rdfa.info/

RDFA


<div xmlns:dc="http://purl.org/dc/elements/1.1/">

<h2 property="dc:title">The trouble with Bob</h2>

<h3 property="dc:creator">Alice</h3>

…

</div>

http://rdfa.info/

25

OWL = Web Ontology Language

Purpose: To develop ontologies that are

compatible with the World Wide Web.

• Based on the basic elements of RDF

• Adds more vocabulary for describing

properties and classes.

• Relationships between classes (ex: disjointWith)

• Equality (ex: sameAs)

• Richer properties (ex: symmetrical)

• For more information see: http://www.w3.org/TR/owl2-overview/

OWL

©2011 Razorfish. All rights reserved. Artwork by Ernest H. Shepard, from writings by A. A. Milne

http://www.w3.org/TR/owl2-overview/




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Allows systems to express and make sense of first order logic.

1. All men are mortal

2. Socrates is a man

3. Therefore, Socrates is mortal

OWL


The Death of Socrates by Jacques-Louis David, photo by Wally Gobetz

http://www.flickr.com/photos/wallyg/1659482830/

http://www.flickr.com/photos/wallyg/1659482830/


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SKOS = Simple Knowledge Organization System

Purpose: Designed specifically to express information that’s more

hierarchical.

• Also based on the basic elements of RDF

• Adds more vocabulary for describing:

• Broader terms

• Narrower terms

• Preferred terms

• Other thesaurus-like relationships

SKOS

©2011 Razorfish. All rights reserved. Illustration by Peter Morville, as seen in Ambient Findability (O’Reilly Media).

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Separate the information from

the presentation

CONTENT MANAGEMENT SYSTEMS


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• Defines the types of content and the attributes of each type.

• Answers the question “What constitutes a piece of content?”

• Example: Photo

STRUCTURAL METADATA


Title: Ta-dah!

Description:

we're talking a serious jello mold here.













30

1. Determine the content types.

• Which types of content are different enough that they might warrant a

unique structure and/or layout?

• For example, an article, quiz, slideshow, recipe and event are all fairly distinct.

CREATING STRUCTURAL METADATA

©2011 Razorfish. All rights reserved. © A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Noble



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2. Determine the elements that make up each type.

• Figure out the separate elements, or attributes, that might be in each one.

• Think about how each segment of information will be used.

• Example: Event



Event Name

Location

Date & Time

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3. Determine any relationships between content types.

• Content items can be linked or embedded within another item.

• For example, the book reading event links to a book page and an author page.



Book Page

Author Page

33

Structural Metadata is expressed in the form of a Content Model.

Step 1:

Identify the Content Types

CONTENT MODEL


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Step 2: Identify the Attributes of each Content Type

The Content Model informs the definition of the CMS and the design

and functionality of the pages of the site.

CONTENT MODEL


WELL DEFINED

How to make content

36

These separate bits of information need to be exposed to various

delivery platforms in a meaningful way.

<h2>This is my story</h2>

<i>by Joanne Smith</i>

is not as informative as

<title>This is my story</title>

<author>Joanne Smith</author>

WELL DEFINED


37

Content needs to be exposed

using structures that mean

something to the machines

(platforms, systems, devices,

channels) that receive it.

YES, STANDARDS!

©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `




38

Purpose: A metadata framework for describing any type of content

Example attributes:

• Name: The unique term that identifies the item

• Label: The human-readable label assigned to the term

• Definition: A description of the term.

Example properties:

• abstract: A summary of the item

• audience: The intended audience for the item

• creator: A person, organization or service responsible for creating the item

• license: Indicates usage rights for the item

• subject: The topic of the item

• For more information see: http://dublincore.org/

DUBLIN CORE METADATA INITIATIVE


http://dublincore.org/



39

PRISM = Publishing Requirements for Industry Standard Metadata

• Partially based on Dublin Core

• Includes additional elements such as:

• copyright, edition, embargoDate, genre, publicationDate, section

NewsML is a standard for conveying news, metadata about news, and

management metadata for news

• Includes elements such as:

• creditline, infoSource, personDetails, slugline

• Adds other properties that convey how the news content should

be handled in various situations

rNews is a proposed standard for using RDFa in news content

• Includes classes of elements such as:

• Tag, Location, Person, Organization, Headline, Article, Media

METADATA STANDARDS FOR JOURNALISM


http://www.idealliance.org/specifications/prism/

http://www.iptc.org/cms/site/index.html?channel=CH0111

http://dev.iptc.org/rNews

40

EXIF = Exchangeable Image File Format

• Based on TIFF (Tagged Image File Format) attributes

• Metadata is embedded in images by most digital cameras


• Image height & width, orientation, camera make & model, date taken, aperture,

flash, ISO speed, exposure time, white balance, digital zoom ratio, saturation

XMP = Extensible Metadata Platform

• Developed by Adobe, allows people and tools to embed more

metadata, which can then be read by other publishing systems

• Incorporated into other standards initiatives, such as Dublin Core,

PRISM, Creative Commons, W3C, AdsML, etc.

• Includes all DCMI elements, plus others such as:

• ModifyDate, Rating, CreatorTool, DerivedFrom, and Rights Managment

METADATA STANDARDS FOR IMAGES


http://www.exif.org/

http://www.adobe.com/products/xmp/

41

MPEG-7 is a standard from the Moving Picture Experts Group

• Used to add descriptive metadata to audio and visual content

• Intended to be interpretable by a broad a set of tools and systems


• MediaFormat, MediaQuality, Classification, Related Material, Rights, Segment,

UserInteraction, Color Descriptors, Texture Descriptors, Shape Descriptors,

Motion Descriptors, Localization, Face Recognition

Media RSS is an RSS module that can allows for more detailed

information about media content

• Created by Yahoo!, transitioning to the RSS Advisory Board


• URL, bitrate, channels, duration, rating, keywords, thumbnail, player, credit,

copyright, community, price, location, subTitle

METADATA STANDARDS FOR VIDEOS


http://mpeg.chiariglione.org/standards/mpeg-7/mpeg-7.htm



http://www.rssboard.org/media-rss

http://www.rssboard.org/media-rss

42

FOAF = Friend of a Friend

• Describes people, their connections, and the things they create

• Incorporated into many other standard vocabularies & tools


• 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/

43

Good Relations is “The Web Ontology for E-commerce”

• Embeds product, price, and company data into web pages

• Officially recommended and supported by Google


• BusinessEntity, Offering, acceptedPaymentMethods, availabilityEnds, category,

color, condition, description, eligibleRegions, hasManufacturer, isSimilarTo

METADATA STANDARDS FOR PRODUCTS


• For more information:

GoodRelations Quickstart Guide

PLEASE NOTE: You will NOT find

more information on this at

http://goodrelations.com

http://www.heppnetz.de/projects/goodrelations/

http://www.ebusiness-unibw.org/wiki/GoodRelationsQuickstart





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• Additional standards will continue to be developed.

• We need content management tools that will help retain, create,

and surface (i.e. publish) this metadata with the content.

• It is not trivial to create this metadata.

• Retain!

• Crowdsource!

• Share!

A FEW MORE POINTS


WELL DESCRIBED

How to make content

46

These meaningful structures need to be filled in with information that

gives the content context and meaning and helps platforms and

systems understand how to use it.

• Examples:

WELL DESCRIBED


Title: Ta-dah!

Description: we're talking a serious

jello mold here.













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• Subjects, people, places, events, and products

• Where did the content come from?

• Are there restrictions on how it can be used?

• Is the content time-sensitive or evergreen?

• Is the content part of a larger story or set of content, without

which it doesn’t make as much sense?

• What information is included when people share the content via

social media?

WELL DESCRIBED


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• Taxonomy – A hierarchical classification system containing one or

more dimensions

• Folksonomy – A user-generated tagging system, where new terms

can be added on an as-needed basis

• Ontology – Includes business rules that applies additional logic to

the organization and properties of the terms

Bottom Line: The values in those metadata fields need to be fill in.

• Some, like title and abstract, will need to be open data.

• But others, like keywords, industries, people, geography,

languages, and product names should be standardized.

VOCABULARIES


49 LINKED OPEN DATA – FEBRUARY 2008

Diagram by Richard Cyganiak and Anja Jentzsch

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








50 LINKED OPEN DATA – SEPTEMBER 2010

Diagram by Richard Cyganiak and Anja Jentzsch









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• Extracts concepts on a page

• 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 `

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


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Drupal 7

• Open source CMS

• Native support for semantic structures RDF & RDFa

MANAGE CONTENT WITH METADATA


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CONCLUSION

• Nimble content must be in a CMS, with

an adaptable content model.

• Use industry standard metadata

frameworks and rich descriptive

metadata.

• Retain and use the metadata you have.

• Create metadata, or use open data

• Share your created data with others!

Technology

Make Your Content Nimble - Confab