IDENTITY + DEFINITION + STRUCTURE Semantic Web and Content Strategy

TRANSLATE THAT INTO COMPUTER-ESE The underlying strategy of the Semantic Web is to create data and websites that are “machine-readable.” If machines comprehend the meaning of data and content, they can: ‣ manipulate data in more meaningful ways ‣ provide precisely the information that the user wants 8 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

FIND A HAIR APPOINTMENT Search for specific criteria: • Highly-rated salon • Near the office • Available time that fits your busy schedule 12 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SOLVING FOR COMPLEXITY Machines are good at complex things that people do poorly • Computing or recalling long strings of numbers • Comparing large sets of data • Searching through millions of pages or data records for a specific item 13 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Image by Eric Dobbs

SOLVING FOR COMPLEXITY People are good at some complex things that machines don’t handle well Equivalence 6:00pm and 18:00 Lumping similar things 6:00pm and 8:23am Splitting different things 6:07:10 and 060710 Semantic systems are designed to capture the logic that will allow them to understand these types of relationships within data and use them to create new facts about the data. 14 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE IDs ‣ Machines need a unique, consistent way to identify a thing or concept. ‣ People can usually tell by context, but a machine needs a unique identifier to be able to make connections or distinctions. Bill Clinton = President Bush President Bush President William Jefferson Clinton (George H. W.) (George W.) 18 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY: OPEN SOURCE MusicBrainz: database of music metadata, licensed by BBC to augment web pages The Police MBID: 9e0e2b01-41db-4008-bd8b-988977d6019a 20 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE Ontology Define classifications, properties, relationships, and logic Blackberry1 is a type of Fruit A Fruit is an Edible Thing Blackberry2 is a type of Wireless E-mail Device A Wireless E-mail Device is a Mobile Electronic Device Properties of Edible Things: Seasonal – Yes/No Calories – # Ingredients (optional) – other Edible Things A Mobile Electronic Device can never be an Edible Thing. 22 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE Some non-standard ways to express semantics ‣ MicroFormats – uses XHTML & HTML markup to embed meaning in a webpage ‣ hCard for contact information ‣ hCalendar for events This presentation was given on 2010-04-16 at the Content Strategy Forum in Paris, France. ‣ Machine Tags – definition added to simple user tagging (“folksonomy”) ‣ flora:tree=coniferous ‣ upcoming:event=81334 24 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE New Web Standards Developed specifically for expressing metadata and metadata relationships ‣ Dublin Core – an ISO standard defining 15 common metadata elements ‣ RDF – a model for expressing metadata as triples (subject-predicate-object) ‣ OWL – adds semantic meaning ‣ SKOS – expresses structured controlled vocabularies, taxonomies Object Subject 27 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE EdibleThing Fruit BerryPie IngredientOf Blackberry1 abc 123 xyz Note: Blackberry2 can’t be an ingredient of BerryPie, because it’s not an EdibleThing and all ingredients of EdibleThings must also be EdibleThings 29 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

LINKED DATA: A DISTRIBUTED APPROACH One page per concept ‣ URL is a type of ID ‣ “topic pages” – a powerful tool and reference point ‣ high SEO value ‣ aggregate content ‣ contain related data & IDs 31 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

DATA.GOV “The purpose of Data.gov is to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government.” 41 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

DATA.GOV.UK APPS Help you find things ‣ A post box ‣ A school ‣ An affordable place to live ‣ A job ‣ A volunteering opportunity ‣ A dentist ‣ A pharmacy ‣ A bike route ‣ A hospital ‣ A parking spot Cyclestreets.net ‣ A care home 44 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

DATA.GOV.UK APPS Get information on ‣ How taxes are spent ‣ Renewable energy projects ‣ Technology investments ‣ Planning Alerts ‣ Crime stats ‣ Anti-social behavior in the area ‣ The geological makeup of your area ‣ Hazardous street conditions ‣ Geographical details ‣ Local issues ‣ Local government ‣ Health ‣ Obesity ‣ Real Estate fillthathole.org.uk 46 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SEMANTIC CAPABILITIES Content Strategists should get familiar with these new kinds of tools and services ‣ Related Content Services ‣ Advanced Media Monitoring ‣ Semantic Publishing Tools ‣ Semantic Ad Targeting ‣ Rich Data Services ‣ Machine-Assisted Tagging ‣ Semantic SEO 50 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

RELATED CONTENT SERVICES ‣ Enhance existing pages ‣ Identify key concepts ‣ Place assets and information on the page or link to relevant offsite content ‣ Video, images, user- generated reviews, tweets, Wikipedia entries, etc. 51 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

RELATED CONTENT SERVICES Example Services Apture Provides additional contextual information in multimedia pop-ups, drawn from places such as Wikipedia, YouTube and Flickr. Evri Allows readers to browse articles, images, and videos related to the topic of an article or content element, and provides widgets for sidebars, posts and popovers. Headup Provides contextually relevant material from social networks and web services. NewsCred Augments content with related stories from 6000 top news sources, as well as topic pages and license-free photos. Zemanta Suggests related content and pictures that editors can embed in articles or blog posts. 52 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

ADVANCED MEDIA MONITORING ‣ 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 53 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Phase 2 Technology

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. 54 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SEMANTIC PUBLISHING TOOLS ‣ Content management tools that incorporate a wide range of structure and metadata capabilities ‣ Create and publish content encoded with semantic markup and meaningful metadata ‣ Not necessary to understand all the underlying code ‣ Streamlines the publishing process ‣ Makes it faster, easier, and cheaper to bring new content products to market 55 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Thomson Reuters

SEMANTIC PUBLISHING TOOLS Example Services OpenPublish A version of Drupal with OpenCalais machine assisted tagging and RDFa formatting built in. Jiglu Insight Finds hidden relationships to other content you’ve published and automatically creates links. 56 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SEMANTIC AD TARGETING ‣ Analyzing content pages for message, context, or mood, and inserts relevant ads ‣ Creates highly desirable ad inventory ‣ Audience targeting, without the privacy concerns of behavioral targeting ‣ Brand protection against unfortunate term-matching An example of non-semantic contextual ads 57 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SEMANTIC AD TARGETING Example Services ad pepper Provides ad placement, lead generation and brand protection through semantic analysis of page content and user behavior. Peer39 Understands the meaning and sentiment of web pages so that ads can be targeted to appropriate audiences, and also protects advertisers from having their campaigns placed on negative or objectionable content. Identifies hot topics on the fly, and quickly adapts to create new “premium” inventory. Proximic Performs real-time content analysis to accurately target ads, builds user profiles for better audience targeting, and includes brand protection measures. 58 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

RICH DATA SERVICES ‣ Enhance content with linked data ‣ Import additional information, assets, services, and user- generated content ‣ Improve SEO ‣ Obtain additional data and content for application development ‣ Data set may already include map to other desirable data and services 59 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

RICH DATA SERVICES Example Services Factual An open data platform providing tools to enable anyone to contribute and use sources of structured data. Freebase An open, semantically enhanced database of information, similar to Wikipedia, but with structured data on millions of topics in dozens of domains. iGlue A community editable database containing images, video, individuals, institutions, and geographic locations. 60 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

MACHINE-ASSISTED TAGGING ‣ Streamlines the process of tagging content by extracting concepts on a page ‣ Suggests a set of consistent tags for each piece of content ‣ Content producer approves or rejects each suggested tag 61 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Thomson Reuters

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. 62 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

SEMANTIC SEO ‣ Adds semantic markup to the content, or validates existing markup ‣ Submits it to search engines ‣ Boosts search rankings ‣ Makes pages more accessible for visually impaired users ‣ Displays additional business data, content, or product information directly in search results 63 © 2010 Razorfish. All rights reserved. Confidential and proprietary. Screenshot © 2010 Dapper

SEMANTIC SEO Example Services Google Rich Tests webpage markup to ensure that Google’s Rich Snippets feature Snippets can interpret it correctly. Testing Tool Inbenta Assists in the creation of content using the terminology of popular search queries. Semantify Provides automated semantic enhancement of a site without changing (by Dapper) its pages. Search engines see the site with RDFa tagging embedded in the page. 64 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

ADDITIONAL RESOURCES ‣ Sindice (http://sindice.com) – The semantic web index ‣ SchemaWeb (http://www.schemaweb.info) – A directory of RDF schemas ‣ Semantic Universe (http://www.semanticuniverse.com) – Educating the World About Semantic Technologies and Applications) ‣ Semanticweb.org – A wiki for the semantic community ‣ ReadWriteWeb: Semantic Web Archives (http://www.readwriteweb.com/archives/semantic-web/) – All the Semantic Web articles on this leading information technology blog ‣ LinkedData.org – Resources from across the Linked Data community ‣ Nimble: A Razorfish report on publishing in the digital age – Available now at http://nimble.razorfish.com 65 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

CONCLUSION ‣ Content Strategy will still be needed to help implement and use these tools ‣ Related Content Services, Semantic Ad Targeting, Rich Data Services, Semantic SEO, Taxonomy/Ontology/Controlled Vocabularies ‣ Establish business rules ‣ Help configure the tools ‣ Periodically monitor the results ‣ Make adjustments as needed ‣ Advanced Media Monitoring, Semantic Publishing Tools, Machine-Assisted Tagging ‣ Ongoing interaction by insightful, skilled users ‣ CS might be the primary user ‣ CS might train others to get the best results from their use 66 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

QUESTIONS? Rachel.Lovinger@razorfish.com Twitter: @rlovinger http://scattergather.razorfish.com http://nimble.razorfish.com Thank you! 67 © 2010 Razorfish. All rights reserved. Confidential and proprietary.

IDENTITY + DEFINITION + STRUCTURE Semantic Web and Content Strategy

Rachel Lovinger

IDENTITY + DEFINITION + STRUCTURE