2. ABOUT ME: RACHEL LOVINGER 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)
Š2011 Razorfish. All rights reserved.
Photo by Rohanna Mertens
3. ABOUT ME: RACHEL LOVINGER 3
⢠I use social media a lot, for both
personal and professional purposes
⢠My first visit to Australia
Š2011 Razorfish. All rights reserved.
4. THE NIMBLE REPORT 4
⢠A Report on Publishing in the
Digital Age
⢠Nimble is available at:
http://nimble.razorfish.com
⢠On Twitter: @NimbleRF
Š2011 Razorfish. All rights reserved.
Illustrations by Fogelson-Lubliner
5. CONTENT NEEDS TO BE FREE
(LIKE A BIRD, NOT LIKE BEER)
Š2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner
6. WHEN CONTENT IS NIMBLE 6
Content should be able to:
⢠Travel Freely
⢠Retain Context & Meaning
⢠Create New Products
Š2011 Razorfish. All rights reserved.
7. TRAVEL FREELY 7
⢠Socially-enabled
⢠Mobile-friendly
⢠On Demand
Photo by Rachel Lovinger, Drawing by Mathieu Plourde
8. WHERE IS THE CONTENT? 8
⢠In 2000 a digital
publisherâs content
ecosystem included a
website, an RSS feed, and
maybe an email
newsletter.
⢠In 2010 there are many
more content channels to
attend to.
Š2011 Razorfish. All rights reserved.
9. ONE ARTICLE⌠9
Š2011 Razorfish. All rights reserved.
BBC Š MMXI
10. IN MANY CHANNELS, PLATFORMS, DEVICES 10
Š2011 Razorfish. All rights reserved.
BBC Š MMXI
11. 11
âThe old portal model has given
way to a social model, and you
have to have your content
threaded into that.â
â Martin Nisenholtz, SVP, Digital Operations, The New York Times
Š2011 Razorfish. All rights reserved.
12. HOW DOES THE CONTENT FIND ITS AUDIENCE? 12
⢠Trusted editorial sources
⢠Editorial aggregators
⢠Community aggregators
⢠Personal filters
⢠Social recommendations
Š2011 Razorfish. All rights reserved.
13. STRUCTURED SERENDIPITY 13
Me + Friends + Community + Editors
⢠We need smarter filters
⢠Tools will use all of these
factors to help people manage
their information streams
⢠Content has to play well in
this environment
Š2011 Razorfish. All rights reserved.
14. SOCIAL INFLUENCE: AUDIENCE AMBASSADORS 14
Pages should be properly structured, marked up, and tagged so that
when that link shows up on Facebook it includes meaningful copy and
imagery
Š2011 Razorfish. All rights reserved.
15. FIND YOUR AUDIENCE WHERE THEY ARE 15
Š2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner
16. SEO GOES INTO OVERDRIVE 16
Yahoo, Google, and Bing have all begun using rich metadata embedded
in pages to apply formatting for specific kinds of content and display
useful information right in the results.
Š2011 Razorfish. All rights reserved.
17. SEMANTIC SEO 17
⢠Add semantic markup to the
content
⢠Submit it to search engines
⢠Boost search rankings
⢠Makes pages more accessible for
visually impaired users
⢠Displays additional business data,
content, or product information
directly in search results
Š2011 Razorfish. All rights reserved.
Screenshot Š 2010 Dapper
18. SOCIAL SEARCH 18
Facebook
Quora
Gmail
Facebook
Google Reader
Twitter
Š2011 Razorfish. All rights reserved.
19. ADVANCED MEDIA MONITORING 19
⢠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
Š2011 Razorfish. All rights reserved.
Screenshot Š 2010 Phase 2 Technology
20. ADVANCED MEDIA MONITORING 20
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 whatâs 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.
Š2011 Razorfish. All rights reserved.
21. STRUCTURE SETS CONTENT FREE
Š2011 Razorfish. All rights reserved.
Illustration by Fogelson-Lubliner
22. ELEMENTS OF STRUCTURE 22
⢠Structured Data
⢠Meaningful Metadata
⢠Linked Data
⢠One Page Per Concept
⢠APIs
Š2011 Razorfish. All rights reserved.
23. STRUCTURED DATA 23
⢠Markup that provides more meaning and context
⢠Ad hoc and standard methods of adding structure
<b>Madonna</b> Indicates that the text within the tags should
be bold.
<H1>Madonna</H1> Indicates that the text within the tags is a
headline.
<foaf:name>Madonna</foaf:name> Indicates that the text within the tags is a
name, as defined in the âFriend of a Friendâ
vocabulary.
<amgID=64565>Madonna</amgID> Indicates that the text within the tags refers
to the recording artist Madonna, as
described on AllMusic.
Š2011 Razorfish. All rights reserved.
24. SEMANTIC PUBLISHING TOOLS 24
⢠Tools with a range of
structure and metadata
capabilities
⢠Content encoded with
semantic markup and
meaningful metadata
⢠Not necessary to understand
all the underlying code
⢠Streamlines publishing
⢠Faster, easier, and cheaper
make new content products
Š2011 Razorfish. All rights reserved.
Screenshot Š 2010 Thomson Reuters
25. MANAGE CONTENT WITH METADATA 25
Drupal 7
⢠Open source CMS
⢠Native support for semantic structures RDF & RDFa
Š2011 Razorfish. All rights reserved.
26. MEANINGFUL METADATA 26
Search: Blackberry
Š2011 Razorfish. All rights reserved.
Image by enrique dans and Rob MacEwen
27. MACHINE-ASSISTED TAGGING 27
⢠Extracts concepts from the text
⢠Suggests categorized terms
⢠Content producer approves or rejects each suggested term
Š2011 Razorfish. All rights reserved.
Screenshot from Joe Devonâs MySQLTalk.com `
28. MACHINE-ASSISTED TAGGING 28
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.
Š2011 Razorfish. All rights reserved.
29. LINKED OPEN DATA 29
Š2011 Razorfish. All rights reserved.
Diagram by Richard Cyganiak and Anja Jentzsch
30. RICH DATA SERVICES 30
Connect your content and data to
other rich data sources
Š2011 Razorfish. All rights reserved.
Copyright Š2011 Dow Jones & Company, Inc.
31. METADATA STANDARDS FOR SOCIAL CONNECTIONS 31
FOAF = Friend of a Friend
⢠Describes people, their connections, the things they create
⢠Incorporated into many other standard vocabularies & tools
⢠Includes elements such as:
⢠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
⢠Includes elements such as:
⢠Community, Forum, Item, Post, Role, Thread, UserAccount, about, creator_of,
follows, last_activity_date, member_of, related_to, subscriber_of
Š2011 Razorfish. All rights reserved.
32. FACEBOOK OPEN GRAPH 32
OGP = Open Graph Protocol
⢠Adds metadata to any page that identifies it more clearly to
Facebook
⢠Based on RDF (a W3C semantic web standard)
⢠Allows for deeper integration with Facebook and a personâs
existing social networking activity
⢠Includes elements such as:
⢠title, location information, contact information, activity types, business types,
people types, place types
Š2011 Razorfish. All rights reserved.
33. ONE PAGE PER CONCEPT 33
⢠High SEO value
⢠Aggregates content
⢠Mapped to related data
Š2011 Razorfish. All rights reserved.
BBC Š MMXI
34. APIS FOR CONTENT, DATA, AND FUNCTION 34
⢠Import data, content, and
services
⢠Make content and data
available for use by others
Š2011 Razorfish. All rights reserved.
Photo by Rishi Menon
39. 39
CONCLUSION
⢠Content needs to be free - free to be
consumed where and when people
want it
⢠Make your content easier to find and
share by adding semantic markup
⢠Engage with your audience by finding
them where they are
⢠Turn ambassadors into influencers and
even contributors
Š2011 Razorfish. All rights reserved.