deck i presented at media bistro semantic web summit in boston on 11/17/10

1. Michael S. Dunn
Semantic Technology for Media - It’s All About Context
Boston - Semantic Web Summit
11/17/10

2. Context - Hearst
• A private diversified media company, one of nations largest
• Made up of six divisions - different industry focus
– Hearst Television
– Hearst Magazines
– Hearst Newspapers
– Hearst Entertainment
– Hearst Business Media
– Hearst Interactive Media
• Mostly domestic operations except International Magazines,
Funds & Fitch Ratings

3. Context - CTO Roles
• Hearst Interactive Media
– Enterprise Technology
– Venture Technology
– Strategic Relationships
– Academic Relationships
– Innovation Program
– Emerging Media
• Time-Warner
• Dell Online
• Encoda
• Technology Leadership
– True North/FCB
– Turner
– Hanna-Barbera Studios

4. Context - Relationships
• Advisory Board Roles
– Mochila: Media
Marketplace
– Infoworld: CTO Advisory
Council
• Technology Advisor
– Brightcove
– Gomez
– EMC
– Hearst Portfolio: Start-Ups
• Board Membership
– Ballston Spa National
Bank
• Academia
– Columbia MS in
Technology Management:
Mentor
– MIT Media Lab:
Sponsor/Coordinator
– Northwestern-Kellogg:
Coordinator Executive
Education

5. Moments of Change
• Hanna-Barbera: Cartoon Network
• FCB: Internet 101
• Dell Online: eCommerce
• Time-Warner: AOL & Enterprise Oppts
• Hearst: Web 2.0 & Semantic Web

6. Semantic Technologies
• Traditional Media Elements
–Brand
–Content
–Advertising
–Search
• SEO: Platform
• SEM: Augment

7. Semantic Technologies
• Digital Content Types
–Text
–Photo
–Video
–Images
–Slideshow
–Applications

8. Semantic Technologies
• Disruption
–Traditional Audiences Shifting Interest
• A Push “Only” Model not Desired
• Local & Thematic Cornerstones Threatened
–New Models Growing Rapidly
• Pull & Share Models Gaining Popularity
• Audiences are Dynamic & Active
• Media not only from Traditional Sources
• Anyone: Create, Distribute, Promote & Measure

9. Semantic Technologies
• Transformation
–Traditional to Digital
–Scheduled & Formulaic to Any When & How
–Changing Infrastructure & Margins
–Exploring New Markets & Channels
–Big Complex Platforms
• Slow to Adapt to New Model Requirements

10. Semantic Technologies
• Technology Economics
–Less Capital Intensive
• More Cloud
• More SAAS/PAAS
–Resources
• Focused on Revenue Opportunities
• Minimal on Mundane

11. Semantic Technologies
• Changing Demand
–Global Audience
• Towards Ubiquitous Connectivity
–Adoption of Mobile & Social
• True 24/7/365 Demand
• Proliferation of New Methods & Devices
–Velocity of Content Requests
• IPv6 will accelerate Nodes

12. Semantic Technologies
• Broadening Supply
–Brand Matters, but…
–Search & Advertising Adopting
• Findable & Relevant
–Exchanges = Longer Viability
–Improve Access to & Usefulness of
–Structured & Contextualized More Valuable

13. Semantic Technologies
• Why Urgency towards Semantic?
–Search & Advertising Adopting
–Changing Audience Value Chain
• Loyalty & Engagement
–Change Takes Time
• Workflow
• Culture
• Business Models
• Technology: Impact & Implementation

14. Semantic Technologies
• Changing Revenue Drivers
–Audience: Monetized by Size
–Brand: Mobile Apps
–Content: Maximizing Usage
–Data: Leverage Analytics/Opportunities
<ABCD by: Andrew Davies of ideo>

15. Semantic Technologies
• Content as Data
–Automated Metadata
–Semi-Automated via Selection Process
–Systemic via Devices & Tools
–Content Platform Optimization
• Cleansing & Normalizing
• Self Describing
• Harvestable

16. Semantic Technologies
• Contextualizing Non-Structured Content
– Deeper Entity Extraction
– Generate Richer Metadata
– Generate Tags & Links
– Associate Related Content
– Generate Reusable Structured Content
– Improve Workflows
• Reporting & Research
• Editorial & Production

17. Semantic Bus
CMS DAM
CRM
Advertising
Networks
Web
Services
(SAAS)
Browser Mobile+ Partners
xml rssapi RDFa
Analysis
Audience
Search
(SEO/SEM)
html
Social
Networks
(SMM)
OWLmicroformats
metadata
entity
extraction
contextualization
attributes
relationships
machine-readable
syndication
Ontologies
Vocabularies
Categories
findability
NLP
Layout Bus
node specific
UX sentiment
tagging
Data
Exchange
<@glemak>
Media Framework - Semantic Technologies

18. Semantic Technologies
• Semantic Tool Experiences
–Nstein (OpenText)
• TME - Text Mining Component
• Entity/Relevance/Tone/Sentiment Analysis
• Librarians on Staff
–Zemanta
• Journalist Training Plug-In
• Tags/Links/Related Content

19. Semantic Technologies
• Semantic Tool Experiences
–iCrossing (Integrated Marketing)
• SEO/SEM/SMM
• Towards Semantic
–Inform (Mochila)
• Semantic Web Service - Marketplace Integration
• Content Enrichment Solution to Increase:
– Customer Engagement
– Page Views
– Revenue

20. Inform - Semantic System Architecture
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

21. Semantic Technologies
• The Business of Semantic Technology
– Academia, Researchers, Standards, Entrepreneurs
• Using Semantic Technology for Business
– Content Management
– Social Media
– Business Intelligence
• Lead with Revenue Enhancement Opportunities
– Show How to Solve Business Problems
– Show How to Measure Results

22. http://about.me/glemak