semantic web & media & enterprise

2fe04dfc07fb096ad0c01a6e31831b1c?s=47 mike dunn
September 21, 2011

semantic web & media & enterprise

added a few more slides related to enterprise it utilization

2fe04dfc07fb096ad0c01a6e31831b1c?s=128

mike dunn

September 21, 2011
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Transcript

  1. 1 Identifying Innovation: The Semantic Web Michael S. Dunn CTO

    – Hearst Interactive Media
  2. 2 Semantic Web & Media • The Media Industry has been

    in catch-up mode since the web started • How can we get ahead of the curve and maximize the utilization and value of our content? Solution: Structuring of Content • Improve Production | Distribution • Enhance Consumption | Monetization Problem: State of Media & Content
  3. 3 Semantic Web & Media • Traditional/Original: Shifted to the Web

    • Now: Social | Mobile | Local | Aggregation • Tomorrow: Expect More Demand • Focus: From Reactive to Proactive • Timing: Now or Sooner The Constant Transitional State of Media
  4. 4 Semantic Web & Media • Velocity of Content Requests are

    Increasing • Proliferation of Devices | Inbound Access • Don`t Ignore IPv6 • Markets are Continuously Changing • Audience Requirements are Shifting • Real-Time | Niche | Thematic | Contextual Why Foster a Sense of Urgency
  5. 5 Semantic Web & Media Technology Assumptions • Existing Content Management

    Systems • Content exists in Silos • Mostly Single Use Content • Both Centralized & Diverse • Simple Processes Required • Limited Journalists | Editors | Creators | Developers • Inability to Grow Staff to meet Demand
  6. 6 Semantic Web & Media Technology Assumptions • Workflow changes are

    Complex • A Technology Stack Perspective • Shift Focus from Commodity to Innovation • Resources focused on Revenue Opportunities
  7. 7 Semantic Web & Media Return on Investment for Content

    • What Markets exist for our Content? • Have we already lpaidz 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
  8. 8 Semantic Web & Media SEARCH CONTENT ADVERTISING CONTEXT >

    SEO > CPM SENTIMENT
  9. 9 Semantic Web & Media • Context of Audience is a

    Priority • Getting the Right Content • To the Right lIdentityz • Via the Right Mechanism • At the Right Time • All Via Bucketed Personalization No Longer Just About Context of Content
  10. 10 Semantic Web & Media Content on the Web Assumptions

    • Google doesn’t trust Metadata • Aggregators Ignore Layout Preferences • SEO is a Constantly Changing Game • Audience | Traffic Drivers • 40% Brand | Marketing • 30% Search • 30% Social
  11. 11 Semantic Web & Media • Descriptive Markup Techniques for Content

    • Links Associated with Content • Links Between Content Entities • Rich Metadata about Content • Meant to Foster Machine Readability What is the Semantic Web?
  12. 12 Semantic Web & Media • Do not get overwhelmed by

    the Lexicon • Linked Data | Web 3.0 • Ontology | Vocabulary | Taxonomy • Triples | Turtle | OWL | Sparql • RDF | RDFa | Microdata | Microformats Semantics of the Semantic Web
  13. 13 Semantic Web & Media • Create Efficiencies During Content Creation

    • Better Understand Content Already Available • Create an Enterprise Information Integration Framework • Insure Discoverability of Content • Take Advantage of New Opportunities Why Media Industry should be interested in the Semantic Web
  14. 14 Semantic Web & Media Structured Content Landscape • Community Driven

    Standards • RDFa • W3C • IPTC - rnews • Facebook – Opengraph • Microformats • Linked Open Data
  15. 15 Linked Open Data

  16. 16 Semantic Web & Media Structured Content Landscape • Microdata (html5)

    • Schema.org • Google Rich Snippets • Focused Primarily on Search • Vendor Driven - Community Critiqued
  17. 17 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
  18. 18 Semantic Web & Media • Accessibility • Interoperability • Allows Value Assessment

    • Meaningful Relationships • Searchable • Discover Sentiment • Maximize Reusability Why is Structured Content More Relevant
  19. 19 Semantic Web & Media • Utilize Open Standards • Insure Data

    Portability • Aim for Broadest Solution • Avoid Vendor Lock-In • Own Your Structured Content Value Your Content
  20. 20 Semantic Web & Media • Reduce Time to Market • Increase

    Insight • Improve Consistency • Create a lToolkitz for lOwnedz Content Goals to Consider: Productivity
  21. 21 Semantic Web & Media • Increase Usage • Lower Cost to

    Produce • Improve Discoverability • Leverage 2 Way Structured Content Goals to Consider: Content
  22. 22 Semantic Web & Media • Increase Improve User Experience • Increase

    Levels of User Engagement • Allow Better Personalization & Targeting • Enable a Content API Goals to Consider: Audience
  23. 23 Semantic Web & Media Goals to Consider: Revenue • Enhance

    Existing Streams • Enable Net New Opportunities • Integrate with Semantic Ecosystem • Advertising • Search • Social • Aggregation
  24. 24 Semantic Web & Media Semantic Bus CMS DAM CRM

    Advertising Networks Web Services (SAAS) Browser Mobile+ Partners xml rss api RDFa Analysis Contextual Audience Search (SEO/SEM) html Social Networks (SMM) OWL microformats metadata entity extraction contextualization attributes relationships machine-readable syndication Ontologies Vocabularies Categories findability NLP Layout Bus node specific UX sentiment tagging Data Exchange
  25. 25 Semantic Web & Media • Data Federation • Universal Structure • Adaptable

    Open Schema • Toolkit Productivity • Connected Knowledge Systems Enterprise Benefits of Semantic Web
  26. 26 Semantic Web & Media • Semantic Data Model: From Simple

    Data to Complex Domain Schemas & Vocabularies • Highly Expressive & Flexible • Common | Shared Representation of All Schemas | Data Types • Canonical Model (RDF) Allows Foundational Federation • Unique Identifiers (URI) Provide Web Accessibility for Distributed Data Data Federation
  27. 27 Semantic Web & Media • Express any Data Structure via

    Semantic RDF | RDFa • Structured | Conventional Databases • Semi-Structured | Web Page | XML • Unstructured | Documents | Images Universal Structure
  28. 28 Semantic Web & Media • Capture | Model Domain Information

    Incrementally • Modify | Add to Underlying Schema without Affecting Existing Information • Adaptability Economical Compared to Inflexibility of RDBMS • Optimal for Combining Multiple Sources | Internal | External Adaptable Open Schema
  29. 29 Semantic Web & Media • Leverage Wealth of Open &

    Generic Tools • Leverage Generic Interfaces | APIs |Common Framework • Logical Groupings of Generalized Functionality • Do More with Less Cost Faster than Traditional Methods • Pay-as-you-Benefit Budget Toolkit Productivity
  30. 30 Semantic Web & Media • Enable the Capturing of Entire

    Knowledge Domains • Flexible Conversion between Internal | External Formats • Eliminates Existing Information Silos • Information Integration of Private | Public Data Connected Knowledge Systems
  31. 31 Semantic Web & Media Utilization by Media Companies • Web

    Content Management • Automated Topic Pages • Text Mining | Entity Extraction • Deep Categorization • Related Content | Media | Tagging • Social Media • Data Warehouse | Big Data • Business Intelligence • Recommendations
  32. 32 Semantic Web & Media • Academia | Researchers | Standards

    |Entrepreneurs • Need Enterprise Engagement How to Start… • Lead with Revenue Enhancement Opportunities • Show How to Solve Business Problems • Show How to Measure Results • Consider Drupal | Two Way Semantic CMS Focus on Semantic Web
  33. 33 Semantic Web & Media http://about.me/glemak