contextualization of content from a media industry perspective

1. Michael S. Dunn
NFAIS
Philadelphia – 02/27/12
http://about.me/glemak

2. The Context of Content – a Media Industry Perspective
• Transformation: Traditional to Digital
– Media playing catch-up since the Web started
• Velocity of Content Requests are Increasing
– Social | Mobile | Local
• Audience Requirements are Shifting
– Real-Time | Niche | Thematic | Contextual
• Proliferation of Devices | Pending IPv6

3. The Context of Content – a Media Industry Perspective
• HTML5 Standardization – W3C Spec (2014)
– Create Once | Utilize Anywhere
• Aggregate Lower Cost to Produce
– Enhanced Web Functionality
• Online Video via H.264 format w/out plugin
– Cross-Platform Mobile Adaptability
• Decreased need for Separate Native Applications
– Extensibility via API | Semantic Meaning

4. The Context of Content – a Media Industry Perspective
• 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

5. The Context of Content – a Media Industry Perspective
• Structured Content Landscape
– Microdata (HTML5)
• Schema.org
• Focused Primarily on Search
– RDFa
• W3C
• IPTC | rnews
• Facebook – Opengraph
– Microformats
– Linked Open Data

6. The Context of Content – a Media Industry Perspective
Linked Open
Data

7. The Context of Content – a Media Industry Perspective
DISCOVERY
> SEO > CPM
CONTEXT
CONTENT MONETIZE
SENTIMENT
Triangle of Value

8. The Context of Content – a Media Industry Perspective
• 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

9. The Context of Content – a Media Industry Perspective
• Not 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

10. The Context of Content – a Media Industry Perspective
• Content on the Web Assumptions
– Google didn’t trust Metadata
– Aggregators Ignoring Layout Preferences
– SEO is a Constantly Changing Game
– Audience | Traffic Drivers
• 40% Brand | Marketing
• 30% Search
Discovery
• 30% Social

11. The Context of Content – a Media Industry Perspective
• Transitioning Content into Data
– Automated Metadata
– Semi-Automated via Selection Process
– Systemic via Devices | Tools
– Content Optimization
• Cleansing | Normalizing
• Allow Self Describing
• Make it Harvestable

12. The Context of Content – a Media Industry Perspective
• Why Media Industry | Semantic Web
– Create Efficiencies During Content Creation
– Better Understand Content Already Available
– Insure Discoverability of Content
– Take Advantage of Opportunities

13. The Context of Content – a Media Industry Perspective
• Goals: Productivity
– Reduce Time to Market
– Increase Insight | Improve Consistency
• Goals: Content
– Increase Usage
– Lower Cost to Produce
– Improve Discoverability

14. Semantic Web & Media
• Goals: Audience
– Improve User Experience
– Increase Levels of User Engagement
– Allow Better Personalization & Targeting
• Goals: Revenue
– Enhance Existing Streams | New Opportunities
– Integrate with Semantic Ecosystem
• Advertising | Search | Social | Aggregation

15. The Context of Content – a Media Industry Perspective
• 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

16. The Context of Content – a Media Industry Perspective
• 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

17. http://about.me/glemak