make your content nimble - sem tech uk

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A short version of a talk I've given before. This one was for the Semantic Tech & Business Conference in London in September 2011. It focuses on what makes content nimble, and how to combine standards, tools & processes to accomplish it.


  • 1. Make Your Content NimbleSemantic Tech & Business Conference26 September 2011Rachel Lovinger @rlovinger

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. HOW TO MAKE CONTENT NIMBLE14Standards + Tools +ProcessesExpose content usingstructures that meansomething to the machines(platforms, systems, devices,channels) that receive it.2011 Razorfish. All rights reserved.Photo by Steve Jurvetson, ` 15. How to make contentWELL STRUCTURED 16. WELL STRUCTURED16 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 ` 17. STANDARDS17 HTML5 Markup with more meaning and context RDF (Resource Description Framework) Provides a structure(aka framework) for describing identified things (aka resources) RDFa (RDF in attributes) Allows RDF attributes and propertiesto be included in XHTML and HTML documents OWL (Web Ontology Language) For developing ontologies thatare compatible with the World Wide Web SKOS (Simple Knowledge Organization System) Designedspecifically to express information thats more hierarchical.2011 Razorfish. All rights reserved. 18. TOOL: CONTENT MANAGEMENT SYSTEM 18Separate the information fromthe presentation2011 Razorfish. All rights reserved. 19. PROCESS: ESTABLISH A CONTENT MODEL 19Determine:1. The types of content For example: article, quiz, photo, recipe, review, event, photo gallery2. The elements that make up each type3. Any relationships between content types For example: a photo gallery is composed of photos 2011 Razorfish. All rights reserved. 20. STRUCTURAL METADATA20 The elements that make up each type 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 ` 21. How to make contentWELL DEFINED 22. WELL DEFINED 22These 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. 23. STANDARD: DUBLIN CORE METADATA INITIATIVE23Purpose: 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 item2011 Razorfish. All rights reserved. 24. MORE SPECIFIC METADATA STANDARDS 24 Journalism: PRISM, NewsML, rNews Images: EXIF, XMP Video: MPEG-7, MediaRSS Social Connections: FOAF, SIOC eCommerce: Good Relations Ontology Additional standards will continue to be developed2011 Razorfish. All rights reserved. 25. TOOLS : STANDARDS-ENABLED CMS25Drupal 7 Open source CMS Native support for semantic structures2011 Razorfish. All rights reserved. 26. PROCESS 26 Find and adapt the standard(s) that work for you Retain any metadata that may already exist For example: Dont lose the EXIF data when you buy images2011 Razorfish. All rights reserved. 27. How to make contentWELL DESCRIBED 28. WELL DESCRIBED28These meaningful structures need to be filled in with information thatgives the content context and meaning and helps platforms andsystems understand how to use it.Title: Ta-dah!Description: were talking a seriousjellomold here.Tags: jello, layers, deliciousAppears in: Dinner (set)Created by: Dan DeLucaTaken on: February 14, 2010Taken with: Fujifilm FinePix F70EXRUsage Rights: CC-BY Some rights reservedSource URL: Razorfish. All rights reserved.Photo by Dan DeLuca ` 29. VOCABULARIES 29 Taxonomy A hierarchical classification system containing one ormore dimensions Folksonomy A user-generated tagging system, where new termscan be added on an as-needed basis Ontology Includes business rules that applies additional logic tothe organization and properties of the termsBottom Line: The values in those metadata fields need to be filledin. Some, like title and abstract, will need to be open data. But others, like keywords, industries, people, geography,languages, and product names should be standardized.2011 Razorfish. All rights reserved. 30. STANDARDS: LINKED OPEN DATA FEB 200830Diagram by Richard Cyganiak and Anja Jentzsch 31. STANDARDS: LINKED OPEN DATA SEPT 2010 31Diagram by Richard Cyganiak and Anja Jentzsch 32. STANDARDS: LINKED OPEN DATA SEPT 2011 32Diagram by Richard Cyganiak and Anja Jentzsch 33. TOOLS: MACHINE-ASSISTED TAGGING33 Extracts concepts on a page Suggests categorized terms Content producer approves or rejects each suggested term2011 Razorfish. All rights reserved.Screenshot from Joe Devons ` 34. PROCESS34 It is not trivial to create this metadata. Retain! Crowdsource! Share!2011 Razorfish. All rights reserved. 35. 35 CONCLUSION Nimble content must be in a CMS, withan adaptable content model. Use industry standard metadataframeworks and rich descriptivemetadata. Retain and use the metadata you have. Create metadata, or use open data Share your created data with others! 36. FOR MORE INFORMATION36 HTML5: Mark Pilgrims Dive Into HTML5 RDFa: OWL: Dublin Core: PRISM: NewsML: rNews: EXIF: XMP: MPEG-7: Media RSS: FOAF: SIOC: Good Relations: Linked Open Data: 2011 Razorfish. All rights reserved.