semantic web and content strategy

© 2010 Razorfish. All rights reserved. Confidential and proprietary.

THERE’S NO SEMANTIC WEB WITHOUT CONTENT AND DATAWEB CONTENT 2010 – 8 JUNE 2010

RACHEL LOVINGER


“Language is magic, and computers are still dumb."

- Aaron Straup Cope (flickr.com)

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BLACKBERRY


BLACKBERRY

Photo by enrique dans

http://www.flickr.com/photos/zandperl/96744534/�

http://www.flickr.com/photos/kingdatoro/535286146/�


BLACKBERRY

Photo by Rob MacEwen

http://www.flickr.com/photos/torontorob/3818415115/�



AGENDA

‣ What is the semantic web?‣ The key ingredients‣ How it’s being used now‣ What it means for Content Strategy

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WHAT IS THE SEMANTIC WEB?


TRANSLATE THAT INTO COMPUTER-ESE

The underlying strategy of the Semantic Web is to create data and websites that are “machine-readable.”

If machines comprehend the meaning of data and content, they can: ‣ manipulate data in more meaningful ways‣ provide precisely the information that the user wants

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IS THERE A STARBUCKS NEARBY?

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A FRENCH RESTAURANT?

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© 2010 Razorfish. All rights reserved. Confidential and proprietary.11

GIFT FOR YOUR SUPERHERO NIECE?

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Photo by Brendan Riley

http://www.flickr.com/photos/digitalsextant/4079601494/�

http://www.flickr.com/photos/digitalsextant/4079601494/�



FIND A HAIR APPOINTMENTSearch for specific criteria:• Highly-rated salon• Near the office• Available time that fits

your busy schedule

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SOLVING FOR COMPLEXITY

Machines are good at complex things that people do poorly

• Computing or recalling long strings of numbers• Comparing large sets of data• Searching through millions of pages or data records for a

specific item

13Image by Eric Dobbs

http://eric22222.wordpress.com/2007/02/27/pi/�

http://eric22222.wordpress.com/2007/02/27/pi/�



SOLVING FOR COMPLEXITY

People are good at some complex things that machines don’t handle well

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Equivalence 6:00pm and 18:00

Lumping similar things 6:00pm and 8:23am

Splitting different things 6:07:10 and 060710

Semantic systems are designed to capture the logic that will allow them to understand these types of relationships within data and use them to create new facts about the data.


THE KEY INGREDIENTS


HOW DO MACHINES KNOW WHAT DATA MEANS?

Identity + Definition + Structure

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IDENTITY + DEFINITION + STRUCTURE

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IDs‣ Machines need a unique, consistent way to identify a thing or concept. ‣ People can usually tell by context, but a machine needs a unique identifier to

be able to make connections or distinctions.


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Bill Clinton = President William Jefferson Clinton

President Bush(George H. W.)

President Bush (George W.)

http://upload.wikimedia.org/wikipedia/commons/d/d4/George-W-Bush.jpeg�


IDENTITY: STANDARDS

Standard identifiers

ISBN: International Standard Book Number

ISMN: MusicISAN: Audiovisual works

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IDENTITY: OPEN SOURCE

MusicBrainz: database of music metadata, licensed by BBC to augment web pages

The Police MBID: 9e0e2b01-41db-4008-bd8b-988977d6019a

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OntologyDefine classifications, properties, relationships, and logic

Blackberry1 is a type of FruitA Fruit is an Edible Thing

Blackberry2 is a type of Wireless E-mail DeviceA Wireless E-mail Device is a Mobile Electronic Device

Properties of Edible Things:Seasonal – Yes/NoCalories – #Ingredients (optional) – other Edible Things

A Mobile Electronic Device can never be an Edible Thing.

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Some non-standard ways to express semantics‣ MicroFormats – uses XHTML & HTML markup to embed meaning in a webpage

‣ hCard for contact information‣ hCalendar for events

‣ Machine Tags – definition added to simple user tagging (“folksonomy”)‣ flora:tree=coniferous‣ upcoming:event=81334

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 This presentation was givenon 2010-04-16at the Content Strategy Forumin Paris, France.



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New Web StandardsDeveloped specifically for expressing metadata and metadata relationships‣ Dublin Core – an ISO standard defining 15 common metadata elements‣ RDF – a model for expressing metadata as triples (subject-predicate-object)‣ OWL – adds semantic meaning‣ SKOS – expresses structured controlled vocabularies, taxonomies

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Subject

Object



Blackberry1

Fruit

BerryPie

EdibleThing

Blackberry1

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Note: Blackberry2 can’t be an ingredient of BerryPie, because it’s not an EdibleThing and all ingredients of EdibleThings must also be EdibleThings

Blackberry1

Fruit

BerryPie

EdibleThing

xyzabc 123In

gred

ient

Of

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LINKED DATA: A DISTRIBUTED APPROACH

A Web of Data

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Image by Richard Cyganiak and Anja Jentzsch

http://richard.cyganiak.de/2007/10/lod/�

http://richard.cyganiak.de/2007/10/lod/�



LINKED DATA: A DISTRIBUTED APPROACH

One page per concept ‣ URL is a type of ID‣ “topic pages” – a powerful tool

and reference point‣ high SEO value‣ aggregate content‣ contain related data & IDs

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HOW IT’S BEING USED NOW


WALL STREET JOURNAL MOVIE REVIEWS

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ENRICHED SEARCH RESULTS

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Google Rich SnippetsYahoo! SearchMonkey

+


ENRICHED VANITY SEARCH

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GETGLUE – RATINGS AND RECOMMENDATIONS

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GETGLUE – RATINGS AND RECOMMENDATIONS

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THE NEW YORK TIMES – ALUMNI IN THE NEWS

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BBC MUSIC BETA – ARTISTS PAGES

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BBC PROGRAMME PAGES

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DATA.GOV

“The purpose of Data.gov is to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government.”

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FLUVIEWNational Flu Activity Map – a widget by CDC.gov

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DATA.GOV.UK

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DATA.GOV.UK APPS

Help you find things‣ A post box‣ A school‣ An affordable place to live‣ A job‣ A volunteering opportunity‣ A dentist‣ A pharmacy‣ A bike route‣ A hospital ‣ A parking spot‣ A care home

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Cyclestreets.net


PARKOPEDIA

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DATA.GOV.UK APPS

Get information on ‣ How taxes are spent‣ Technology investments‣ Crime stats‣ The geological makeup of your area‣ Geographical details‣ Local issues ‣ Local government‣ Health‣ Obesity‣ Real Estate

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‣ Renewable energy projects‣ Planning Alerts‣ Anti-social behavior in the area‣ Hazardous street conditions

fillthathole.org.uk


ASBOROMETER

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WHAT IT MEANS FOR CONTENT STRATEGY


SEMANTIC CAPABILITIES

Content Strategists should get familiar with these new kinds of tools and services‣ Related Content Services‣ Advanced Media Monitoring‣ Semantic Publishing Tools‣ Semantic Ad Targeting‣ Rich Data Services‣ Machine-Assisted Tagging‣ Semantic SEO

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RELATED CONTENT SERVICES

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‣ Enhance existing pages‣ Identify key concepts‣ Place assets and information

on the page or link to relevant offsite content

‣ Video, images, user-generated reviews, tweets, Wikipedia entries, etc.


RELATED CONTENT SERVICES

Example Services

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Apture Provides additional contextual information in multimedia pop-ups, drawn from places such as Wikipedia, YouTube and Flickr.

Evri Allows readers to browse articles, images, and videos related to the topic of an article or content element, and provides widgets for sidebars, posts and popovers.

Headup Provides contextually relevant material from social networks and web services.

NewsCred Augments content with related stories from 6000 top news sources, as well as topic pages and license-free photos.

Zemanta Suggests related content and pictures that editors can embed in articles or blog posts.

http://www.apture.com/�

http://www.evri.com/�

http://headup.com/about.php�

http://platform.newscred.com/�

http://www.zemanta.com/�


ADVANCED MEDIA MONITORING

‣ 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

53Screenshot © 2010 Phase 2 Technology


ADVANCED MEDIA MONITORING

Example Services

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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 what’s 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.

http://www.imooty.eu/�

http://www.inbenta.com/�

http://www.lexalytics.com/�

http://tattlerapp.com/�


SEMANTIC PUBLISHING TOOLS

‣ Content management tools that incorporate a wide range of structure and metadata capabilities

‣ Create and publish content encoded with semantic markup and meaningful metadata

‣ Not necessary to understand all the underlying code

‣ Streamlines the publishing process‣ Makes it faster, easier, and

cheaper to bring new content products to market

55Screenshot © 2010 Thomson Reuters


SEMANTIC PUBLISHING TOOLS

Example Services

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OpenPublish A version of Drupal with OpenCalais machine assisted tagging and RDFa formatting built in.

Jiglu Insight Finds hidden relationships to other content you’ve published and automatically creates links.

http://drupal.org/project/openpublish�

http://www.jiglu.com/jiglu-insight/�


SEMANTIC AD TARGETING

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‣ Analyzing content pages for message, context, or mood, and inserts relevant ads

‣ Creates highly desirable ad inventory‣ Audience targeting, without the

privacy concerns of behavioral targeting

‣ Brand protection against unfortunate term-matching

An example of non-semantic contextual ads


SEMANTIC AD TARGETING

Example Services

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ad pepper Provides ad placement, lead generation and brand protection through semantic analysis of page content and user behavior.

Peer39 Understands the meaning and sentiment of web pages so that ads can be targeted to appropriate audiences, and also protects advertisers from having their campaigns placed on negative or objectionable content. Identifies hot topics on the fly, and quickly adapts to create new “premium” inventory.

Proximic Performs real-time content analysis to accurately target ads, builds user profiles for better audience targeting, and includes brand protection measures.

http://www.adpepper.com/�

http://www.peer39.com/�

http://www.proximic.com/�


RICH DATA SERVICES

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‣ Enhance content with linked data

‣ Import additional information, assets, services, and user-generated content

‣ Improve SEO‣ Obtain additional data and

content for application development

‣ Data set may already include map to other desirable data and services


RICH DATA SERVICES

Example Services

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Factual An open data platform providing tools to enable anyone to contribute and use sources of structured data.

Freebase An open, semantically enhanced database of information, similar to Wikipedia, but with structured data on millions of topics in dozens of domains.

iGlue A community editable database containing images, video, individuals, institutions, and geographic locations.

http://www.factual.com/about�

http://www.freebase.com/�

http://www.iglue.com/�


MACHINE-ASSISTED TAGGING

‣ Streamlines the process of tagging content by extracting concepts on a page‣ Suggests a set of consistent tags for each piece of content‣ Content producer approves or rejects each suggested tag

61Screenshot © 2010 Thomson Reuters


MACHINE-ASSISTED TAGGING

Example Services

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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.

http://www.opencalais.com/�

http://www.textwise.com/�

http://tagaroo.opencalais.com/�


SEMANTIC SEO

‣ Adds semantic markup to the content, or validates existing markup

‣ Submits it to search engines‣ Boosts search rankings‣ Makes pages more accessible for

visually impaired users‣ Displays additional business data,

content, or product information directly in search results

63Screenshot © 2010 Dapper


SEMANTIC SEO

Example Services

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Google Rich Snippets Testing Tool

Tests webpage markup to ensure that Google’s Rich Snippets feature can interpret it correctly.

Inbenta Assists in the creation of content using the terminology of popular search queries.

Semantify(by Dapper)

Provides automated semantic enhancement of a site without changing its pages. Search engines see the site with RDFa tagging embedded in the page.

http://knol.google.com/k/google-rich-snippets-tips-and-tricks�



http://www.inbenta.com/�

http://www.dapper.net/semantify/�


ADDITIONAL RESOURCES

‣ Sindice (http://sindice.com) – The semantic web index‣ SchemaWeb (http://www.schemaweb.info) – A directory of RDF schemas‣ Semantic Universe (http://www.semanticuniverse.com) – Educating the World

About Semantic Technologies and Applications) ‣ Semanticweb.org – A wiki for the semantic community‣ ReadWriteWeb: Semantic Web Archives

(http://www.readwriteweb.com/archives/semantic-web/) – All the Semantic Web articles on this leading information technology blog

‣ LinkedData.org – Resources from across the Linked Data community‣ Nimble: A Razorfish report on publishing in the digital age – Available now

at http://nimble.razorfish.com

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CONCLUSION

‣ Content Strategy will still be needed to help implement and use these tools‣ Related Content Services, Semantic Ad Targeting, Rich Data Services,

Semantic SEO, Taxonomy/Ontology/Controlled Vocabularies‣ Establish business rules‣ Help configure the tools‣ Periodically monitor the results‣ Make adjustments as needed

‣ Advanced Media Monitoring, Semantic Publishing Tools, Machine-Assisted Tagging‣ Ongoing interaction by insightful, skilled users‣ CS might be the primary user‣ CS might train others to get the best results from their use

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QUESTIONS?

[email protected]: @rlovinger

http://scattergather.razorfish.comhttp://nimble.razorfish.com

Thank you!

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