Michael S. Dunn

NFAIS Philadelphia – 02/27/12 http://about.me/glemak

• 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

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

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

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

The Context of Content – a Media Industry Perspective

Linked Open Data

The Context of Content – a Media Industry Perspective

DISCOVERY

CONTENT MONETIZE

CONTEXT

> SEO > CPM

SENTIMENT

The Context of Content – a Media Industry Perspective

Triangle of Value

• 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

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

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

•  30% Social

The Context of Content – a Media Industry Perspective

Discovery

• 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

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

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

The Context of Content – a Media Industry Perspective

• 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

Semantic Web & Media

•  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

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

The Context of Content – a Media Industry Perspective

http://about.me/glemak