Make Your Content Nimble Semantic Tech & Business Conference 26 September 2011

Rachel Lovinger @rlovinger

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• 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)

ABOUT ME: RACHEL LOVINGER

Photo by Rohanna Mertens

©2011 Razorfish. All rights reserved.

3 NIMBLE: A REPORT ON PUBLISHING IN THE DIGITAL AGE

• Nimble is available at:

http://nimble.razorfish.com

• On Twitter: @NimbleRF

©2011 Razorfish. All rights reserved. Illustrations by Fogelson-Lubliner

QUALITIES OF

NIMBLE CONTENT

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Nimble content can:

• Travel Freely

• Retain Context & Meaning

• Create New Products

IF CONTENT IS NIMBLE

©2011 Razorfish. All rights reserved. Illustration by Fogelson-Lubliner

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• Socially-enabled

• Mobile-friendly

• On Demand

TRAVEL FREELY

Photo by Rachel Lovinger, Drawing by Mathieu Plourde

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• Source

• Usage

• Relationships

RETAIN CONTEXT & MEANING

©2011 Razorfish. All rights reserved. Image © 2011 TheHuffingtonPost.com, Inc.

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• Reusable

• Engaging

• Profitable

• Time to Market

CREATE NEW PRODUCTS

©2011 Razorfish. All rights reserved. Photo by Rishi Menon Photo by Christian Van Der Henst S.

CONTENT MUST BE…

Qualities of Nimble Content

WELL STRUCTURED

Photo by Travis Nep Smith

WELL DEFINED

Photo by Matt M

WELL DESCRIBED

Photo by zerothousand

HOW TO MAKE

CONTENT NIMBLE

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Standards + Tools +

Processes

Expose content using

structures that mean

something to the machines

(platforms, systems, devices,

channels) that receive it.

HOW TO MAKE CONTENT NIMBLE

©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `

WELL STRUCTURED

How to make content

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• Information separated from presentation

• Segmented into usable bits

WELL STRUCTURED

©2011 Razorfish. All rights reserved.

Title: Ta-dah!

Description:

we're 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: http://www.flickr.com/photos/dandeluca/4360567363

Photo by Dan DeLuca `

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• 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 properties

to be included in XHTML and HTML documents

• OWL (Web Ontology Language) – For developing ontologies that

are compatible with the World Wide Web

• SKOS (Simple Knowledge Organization System) – Designed

specifically to express information that’s more hierarchical.

STANDARDS

©2011 Razorfish. All rights reserved.

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Separate the information from

the presentation

TOOL: CONTENT MANAGEMENT SYSTEM

©2011 Razorfish. All rights reserved.

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Determine:

1. The types of content

• For example: article, quiz, photo, recipe, review, event, photo gallery

2. The elements that make up each type

3. Any relationships between content types

• For example: a photo gallery is composed of photos

PROCESS: ESTABLISH A CONTENT MODEL

©2011 Razorfish. All rights reserved.

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• The elements that make up each type

• Example: Photo

STRUCTURAL METADATA

©2011 Razorfish. All rights reserved.

Title: Ta-dah!

Description:

we're 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: http://www.flickr.com/photos/dandeluca/4360567363

Photo by Dan DeLuca `

WELL DEFINED

How to make content

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These separate bits of information need to be exposed to various

delivery platforms in a meaningful way.

<h2>This is my story</h2>

<i>by Joanne Smith</i>

is not as informative as

<title>This is my story</title>

<author>Joanne Smith</author>

WELL DEFINED

©2011 Razorfish. All rights reserved.

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Purpose: A metadata framework for describing any type of content

Example 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

STANDARD: DUBLIN CORE METADATA INITIATIVE

©2011 Razorfish. All rights reserved.

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• 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 developed

MORE SPECIFIC METADATA STANDARDS

©2011 Razorfish. All rights reserved.

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Drupal 7

• Open source CMS

• Native support for semantic structures

TOOLS : STANDARDS-ENABLED CMS

©2011 Razorfish. All rights reserved.

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• Find and adapt the standard(s) that work for you

• Retain any metadata that may already exist

• For example: Don’t lose the EXIF data when you buy images

PROCESS

©2011 Razorfish. All rights reserved.

WELL DESCRIBED

How to make content

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These meaningful structures need to be filled in with information that

gives the content context and meaning and helps platforms and

systems understand how to use it.

WELL DESCRIBED

©2011 Razorfish. All rights reserved.

Title: Ta-dah!

Description: we're 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: http://www.flickr.com/photos/dandeluca/4360567363

Photo by Dan DeLuca `

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• Taxonomy – A hierarchical classification system containing one or

more dimensions

• Folksonomy – A user-generated tagging system, where new terms

can be added on an as-needed basis

• Ontology – Includes business rules that applies additional logic to

the organization and properties of the terms

Bottom Line: The values in those metadata fields need to be filled

in.

• 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.

VOCABULARIES

©2011 Razorfish. All rights reserved.

30 STANDARDS: LINKED OPEN DATA – FEB 2008

Diagram by Richard Cyganiak and Anja Jentzsch

31 STANDARDS: LINKED OPEN DATA – SEPT 2010

Diagram by Richard Cyganiak and Anja Jentzsch

32 STANDARDS: LINKED OPEN DATA – SEPT 2011

Diagram by Richard Cyganiak and Anja Jentzsch

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• Extracts concepts on a page

• Suggests categorized terms

• Content producer approves or rejects each suggested term

TOOLS: MACHINE-ASSISTED TAGGING

©2011 Razorfish. All rights reserved. Screenshot from Joe Devon’s MySQLTalk.com `

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• It is not trivial to create this metadata.

• Retain!

• Crowdsource!

• Share!

PROCESS

©2011 Razorfish. All rights reserved.

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CONCLUSION

• Nimble content must be in a CMS, with

an adaptable content model.

• Use industry standard metadata

frameworks and rich descriptive

metadata.

• Retain and use the metadata you have.

• Create metadata, or use open data

• Share your created data with others!

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• HTML5: Mark Pilgrim’s Dive Into HTML5 http://diveintohtml5.org/

• RDFa: http://rdfa.info/

• OWL: http://www.w3.org/TR/owl2-overview/

• Dublin Core: http://dublincore.org/

• PRISM: http://www.idealliance.org/specifications/prism/

• NewsML: http://www.iptc.org/cms/site/index.html?channel=CH0111

• rNews: http://dev.iptc.org/rNews

• EXIF: http://www.exif.org/

• XMP: http://www.adobe.com/products/xmp/

• MPEG-7: http://mpeg.chiariglione.org/standards/mpeg-7/mpeg-7.htm

• Media RSS: http://www.rssboard.org/media-rss

• FOAF: http://www.foaf-project.org/

• SIOC: http://sioc-project.org/

• Good Relations: http://www.heppnetz.de/projects/goodrelations/

• Linked Open Data: http://linkeddata.org/

FOR MORE INFORMATION

©2011 Razorfish. All rights reserved.