make your content nimble - confab

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This is a talk I gave at Confab 2011 about some metadata standards that will help make your content nimble. This is a follow up to the Nimble report (


  • 1. Make Your Content NimbleCONFAB The Content Strategy ConferenceMay 10, 2011Rachel Lovinger@rlovinger#NimbleCS

2. ABOUT ME: RACHEL LOVINGER 2 Associate Experience Director,Content Strategy, Razorfish NYC Co-editor of scatter/gather, acontent strategy blog: Author of Nimble: A RazorfishReport on Publishing in the DigitalAge (June 2010)2011 Razorfish. All rights reserved.Photo by Rohanna Mertens 3. NIMBLE: A REPORT ON PUBLISHING IN THE DIGITAL AGE 3 Nimble is available at: On Twitter: @NimbleRF2011 Razorfish. All rights reserved. Illustrations by Fogelson-Lubliner 4. QUALITIES OFNIMBLE CONTENT 5. IF CONTENT IS NIMBLE5Nimble content can: Travel Freely Retain Context & Meaning Create New Products2011 Razorfish. All rights reserved.Illustration by Fogelson-Lubliner 6. TRAVEL FREELY6 Socially-enabled Mobile-friendly On DemandPhoto by Rachel Lovinger, Drawing by Mathieu Plourde 7. RETAIN CONTEXT & MEANING 7 Source Usage Relationships2011 Razorfish. All rights reserved.Image 2011, Inc. 8. CREATE NEW PRODUCTS 8 Reusable Engaging Profitable Time to Market2011 Razorfish. All rights reserved. Photo by Rishi MenonPhoto by Christian Van Der Henst S. 9. Qualities of Nimble ContentCONTENT MUST BE 10. WELL STRUCTUREDPhoto by Travis Nep Smith 11. WELL DEFINEDPhoto by Matt M 12. WELL DESCRIBEDPhoto by zerothousand 13. HOW TO MAKECONTENT NIMBLE 14. 14 TOOLS PROCESSES STANDARDS2011 Razorfish. All rights reserved. 15. WHY STANDARDS?15Nimble = Content thatmachines can understandStandards make it possibleWhat standard metadataframeworks and vocabulariesare available to augmentcontent and help othersystems make better use of it?2011 Razorfish. All rights reserved.Photo by Steve Jurvetson, ` 16. ICEBERG TIPSPhoto by Nick Russill 17. 17* TLA = Three Letter Acronym2011 Razorfish. All rights reserved. 18. How to make contentWELL STRUCTURED 19. WELL STRUCTURED19 Information separated from presentation Segmented into usable bits Title: Ta-dah! Description: were talking a serious jello mold here. Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: Razorfish. All rights reserved.Photo by Dan DeLuca ` 20. HTML520Simplifies much of the markup from previous versions of HTML, whileproviding the ability to add more context and meaning For example:This makes it possible to add more information about what is beinglinked to, its format, and what purpose it serves2011 Razorfish. All rights reserved.Example from Dive Into HTML5 by Mark Pilgrim ` 21. HTML521New semantic tags in HTML5 include: For more information: Mark Pilgrims Dive Into HTML5 ( 2011 Razorfish. All rights reserved. 22. RDF22RDF = Resource Description FrameworkPurpose: To provide a structure (aka framework) for describingidentified things (aka resources)Composed of three basic elements Resources the things being described Properties the relationships between things Classes the buckets used to group the things2011 Razorfish. All rights reserved. 23. RDF23The elements are combined to make simple statements called TriplesExamples: Men In Black is a Movie Will Smith is an Actor Men In Black stars Will SmithMovie ActortypeOf typeOf Men In Black hasStar Will Smith2011 Razorfish. All rights reserved. 24. RDFA24RDFa = RDF in attributesPurpose: Allows RDF attributes and properties to be included inXHTML and HTML documents.

The trouble with Bob The trouble with Bob Alice Alice
For more information see: Razorfish. All rights reserved. 25. OWL 25OWL = Web Ontology LanguagePurpose: To develop ontologies that arecompatible with the World Wide Web. Based on the basic elements of RDF Adds more vocabulary for describingproperties and classes. Relationships between classes (ex: disjointWith) Equality (ex: sameAs) Richer properties (ex: symmetrical) For more information see: Razorfish. All rights reserved.Artwork by Ernest H. Shepard, from writings by A. A. Milne 26. OWL 26Allows systems to express and make sense of first order logic.1. All men are mortal2. Socrates is a man3. Therefore, Socrates is mortal2011 Razorfish. All rights reserved.The Death of Socrates by Jacques-Louis David, photo by Wally Gobetz 27. SKOS 27SKOS = Simple Knowledge Organization SystemPurpose: Designed specifically to express information thats morehierarchical. Also based on the basic elements of RDF Adds more vocabulary for describing: Broader terms Narrower terms Preferred terms Other thesaurus-like relationships2011 Razorfish. All rights reserved.Illustration by Peter Morville, as seen in Ambient Findability (OReilly Media). 28. CONTENT MANAGEMENT SYSTEMS28Separate the information fromthe presentation2011 Razorfish. All rights reserved. 29. STRUCTURAL METADATA29 Defines the types of content and the attributes of each type. Answers the question What constitutes a piece of content? Example: Photo Title: Ta-dah! Description: were talking a serious jello mold here. Tags: jello, layers, delicious Appears in: Dinner (set) Created by: Dan DeLuca Taken on: February 14, 2010 Taken with: Fujifilm FinePix F70EXR Usage Rights: CC-BY Some rights reserved Source URL: Razorfish. All rights reserved.Photo by Dan DeLuca ` 30. CREATING STRUCTURAL METADATA301. Determine the content types. Which types of content are different enough that they might warrant a unique structure and/or layout? For example, an article, quiz, slideshow, recipe and event are all fairly distinct. 2011 Razorfish. All rights reserved. A List Apart, Jeff Baker and Alex Graham, Washington Post, Food Network, and Barnes & Noble 31. CREATING STRUCTURAL METADATA 312. Determine the elements that make up each type. Figure out the separate elements, or attributes, that might be in each one. Think about how each segment of information will be used. Example: Event Event Name Date & Time Location 2011 Razorfish. All rights reserved. 32. CREATING STRUCTURAL METADATA323. Determine any relationships between content types. Content items can be linked or embedded within another item. For example, the book reading event links to a book page and an author page.Book Page Author Page 2011 Razorfish. All rights reserved. 33. CONTENT MODEL33Structural Metadata is expressed in the form of a Content Model.Step 1:Identify the Content Types2011 Razorfish. All rights reserved. 34. CONTENT MODEL34Step 2: Identify the Attributes of each Content TypeThe Content Model informs the definition of the CMS and the designand functionality of the pages of the site.2011 Razorfish. All rights reserved. 35. How to make contentWELL DEFINED 36. WELL DEFINED 36These separate bits of information need to be exposed to variousdelivery platforms in a meaningful way.This is my story by Joanne Smithis not as informative asThis is my storyJoanne Smith2011 Razorfish. All rights reserved. 37. YES, STANDARDS! 37Content needs to be exposedusing structures that meansomething to the machines(platforms, systems, devices,channels) that receive it.2011 Razorfish. All rights reserved.Photo by Steve Jurvetson, ` 38. DUBLIN CORE METADATA INITIATIVE38Purpose: A metadata framework for describing any type of contentExample attributes: Name: The unique term that identifies the item Label: The human-readable label assigned to the term Definition: A description of the term.Example properties: abstract: A summary of the item audience: The intended audience for the item creator: A person, organization or service responsible for creating the item license: Indicates usage rights for the item subject: The topic of the item For more information see: Razorfish. All rights reserved. 39. METADATA STANDARDS FOR JOURNALISM39PRISM = Publishing Requirements for Industry Standard Metadata Partially based on Dublin Core Includes additional elements such as: copyright, edition, embargoDate, genre, publicationDate, sectionNewsML is a standard for conveying news, metadata about news, andmanagement metadata for news Includes elements such as: creditline, infoSource, personDetails, slugline Adds other properties that convey how the news content shouldbe handled in various situationsrNews is a proposed standard for using RDFa in news content Includes classes of elements such as: Tag, Location, Person, Organization, Headline, Article, Media2011 Razorfish. All rights reserved. 40. METADATA STANDARDS FOR IMAGES 40EXIF = Exchangeable Image File Format Based on TIFF (Tagged Image File Format) attributes Metadata is embedded in images by most digital cameras Includes elements such as: Image height & width, orientation, camera make & model, date taken, aperture,flash, ISO speed, exposure time, white balance, digital zoom ratio, saturationXMP = Extensible Metadata Platform Developed by Adobe, allows people and tools to embed moremetadata, which can then be read by other publishing systems Incorporated into other standards initiatives, such as Dublin Core,PRISM, Creative Commons, W3C, AdsML, etc. Includes all DCMI elements, plus others such as: ModifyDate, Rating, CreatorTool, DerivedFrom, and Rights Managment2011 Razorfish. All rights reserved. 41. METADATA STANDARDS FOR VIDEOS41MPEG-7 is a standard from the Moving Picture Experts Group Used to add descriptive metadata to audio and visual content Intended to be interpretable by a broad a set of tools and systems Includes elements such as: MediaFormat, MediaQuality, Classification, Related Material, Rights, Segment,UserInteraction, Color Descriptors, Textur