Semantic Web Media Summit: Structuring Content for Discovery, Engagement and Monetization

Michael S. Dunn

Semantic Web Media Summit

#semanticmedia | @glemak

New York – 09/14/11

Semantic Web & Media

•  Problem: State of Media & Content
– The Media Industry has been in catch-up mode
since the web started
– How can we get ahead of the curve and maximize
the utilization and value of our content?

•  Solution: Structuring of Content
– Improve Production | Distribution
– Enhance Consumption | Monetization


• The Constant Transitional State of Media
– Traditional/Original: Shifted to the Web
– Now: Social | Mobile | Local | Aggregation
– Tomorrow: Expect More Demand
– Focus: From Reactive to Proactive
– Timing: Now or Sooner


•  Why Foster a Sense of Urgency
– Velocity of Content Requests are Increasing
•  Proliferation of Devices | Inbound Access
•  Don’t Ignore IPv6
– Markets are Continuously Changing
– Audience Requirements are Shifting
•  Real-Time | Niche | Thematic | Contextual


•  Technology Assumptions
– Existing Content Management Systems
•  Content exists in Silos
•  Mostly Single Use Content
•  Both Centralized & Diverse
•  Simple Processes Required
– Limited Journalists | Editors | Creators
•  Inability to Grow Staff to meet Demand


•  Technology Assumptions
– Workflow changes are Complex
– A Technology Stack Perspective
•  Shift Focus from Commodity to Innovation
•  Resources focused on Revenue Opportunities


•  Return on Investment for Content
– What Markets exist for our Content?
– Have we already “paid” for this content?
•  By creating it ourselves
•  By licensing it from others
•  Via a related or partner entity
– Analytics | Metrics Must Exist
•  For Granular Content Elements
•  Not just Pages Published


SEARCH

> SEO > CPM

CONTEXT

CONTENT ADVERTISING
SENTIMENT


•  No Longer Just About Context of Content
– Context of Audience is a Priority
– Getting the Right Content
– To the Right “Identity”
– Via the Right Mechanism
– At the Right Time
– All Via Bucketed Personalization


•  Goal: Ability to Treat Content like Data
– Organize it Better
– Describe it Better
– Discover it Better
– Analyze it Better
– Expose it Better
– Repurpose it Better


•  Content as Data
– Automated Metadata
– Semi-Automated via Selection Process
– Systemic via Devices | Tools
– Content Optimization
•  Cleansing | Normalizing
•  Allow Self Describing
•  Make it Harvestable


•  Content on the Web Assumptions
– Google doesn’t trust Metadata
– Aggregators Ignore Layout Preferences
– SEO is a Constantly Changing Game
– Audience | Traffic Drivers
•  40% Brand | Marketing
•  30% Search
•  30% Social


•  What is the Semantic Web?
– Descriptive Markup Techniques for Content
– Links Associated with Content

– Links Between Content Entities
– Rich Metadata about Content

– Meant to Foster Machine Readability


•  Why Media Industry should be interested in the
Semantic Web

– Create Efficiencies During Content Creation
– Better Understand Content Already Available
– Insure Discoverability of Content

– Take Advantage of Opportunities


•  Structured Content Landscape
– Community Driven Standards
– RDFa
•  W3C
•  IPTC - rnews
•  Facebook – Opengraph
– Microformats
– Linked Open Data


•  Structured Content Landscape
– Microdata (html5)
•  Schema.org
•  Google Rich Snippets
•  Focused Primarily on Search
•  Vendor Driven - Community Critiqued


•  Structuring Content Creates
– Deeper Entity Extraction
– Generates Richer Metadata
– Generates Better Tags & Links
– Associates Related Content
– Generates Reusable Structured Content
– Improve Workflows
•  Reporting | Research | Editorial | Production


•  Why is Structured Content More Relevant
– Accessibility
– Interoperability
– Allows Value Assessment
– Meaningful Relationships
– Searchable
– Discover Sentiment
– Maximize Reusability


•  Value Your Content
– Utilize Open Standards
– Insure Data Portability
– Aim for Broadest Solution
– Avoid Vendor Lock-In
– Own Your Structured Content

•  Consider Drupal
– 2 Way Semantic CMS


•  Goals to Consider: Productivity
– Reduce Time to Market
– Increase Insight
– Improve Consistency
– Create a “Toolkit” for “Owned” Content


•  Goals to Consider: Content
– Increase Usage
– Lower Cost to Produce
– Improve Discoverability
– Leverage 2 Way Structured Content


•  Goals to Consider: Audience
– Improve User Experience
– Increase Levels of User Engagement

– Allow Better Personalization & Targeting
– Enable a Content API


•  Goals to Consider: Revenue
– Enhance Existing Streams
– Enable Net New Opportunities

– Integrate with Semantic Ecosystem
•  Advertising
•  Search
•  Social
•  Aggregation

Semantic Web & Media (Framework)

Search Social
(SEO/SEM) Networks
Contextual Audience (SMM)

Advertising Web
Data
Networks Browser Mobile+ Partners Exchange Services
(SAAS)

html api xml microformats rss OWL RDFa

tagging node specific
Layout Bus
UX sentiment

machine-readable NLP contextualization
Analysis metadata
CRM
entity
Semantic Bus relationships

extraction findability syndication attributes

Ontologies
Vocabularies
CMS Categories DAM

<@glemak>

Semantic System Architecture (Inform)

Author 
‣  Content Creation Services
‣  Semantic Data Repository
‣  Semantic Data Analysis
‣  Content Selection Algorithms
‣  Webservices
‣  Content Distribution Services
 Audience

Content Selection Algorithms
‣  Semantic Analysis of Content
‣  Algorithms > Editorial Criteria
‣  Maximize Relevancy/Relatedness
‣  Maximize Click-Through
‣  Maximize Monetization


•  Utilization by Media Companies
– Web Content Management
•  Automated Topic Pages
•  Text Mining | Entity Extraction
•  Deep Categorization
•  Related Content | Media | Tagging
– Social Media

– Business Intelligence
– Recommendations


•  Focus on Semantic Web
– Academia | Researchers | Standards |
Entrepreneurs
– Need Enterprise Engagement

•  How to Start…

– Lead with Revenue Enhancement Opportunities
– Show How to Solve Business Problems

– Show How to Measure Results

Semantic Web Media Summit: Structuring Content for Discovery, Engagement and Monetization

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