1 Identifying Innovation: The Semantic Web Michael S. Dunn CTO – Hearst Interactive Media

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 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 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 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 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 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 Semantic Web & Media SEARCH CONTENT ADVERTISING CONTEXT > SEO > CPM SENTIMENT

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 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 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 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 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 Semantic Web & Media Structured Content Landscape • Community Driven Standards • RDFa • W3C • IPTC - rnews • Facebook – Opengraph • Microformats • Linked Open Data

15 Linked Open Data

16 Semantic Web & Media Structured Content Landscape • Microdata (html5) • Schema.org • Google Rich Snippets • Focused Primarily on Search • Vendor Driven - Community Critiqued

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 Semantic Web & Media • Accessibility • Interoperability • Allows Value Assessment • Meaningful Relationships • Searchable • Discover Sentiment • Maximize Reusability Why is Structured Content More Relevant

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 Semantic Web & Media • Reduce Time to Market • Increase Insight • Improve Consistency • Create a lToolkitz for lOwnedz Content Goals to Consider: Productivity

21 Semantic Web & Media • Increase Usage • Lower Cost to Produce • Improve Discoverability • Leverage 2 Way Structured Content Goals to Consider: Content

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 Semantic Web & Media Goals to Consider: Revenue • Enhance Existing Streams • Enable Net New Opportunities • Integrate with Semantic Ecosystem • Advertising • Search • Social • Aggregation

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 Semantic Web & Media • Data Federation • Universal Structure • Adaptable Open Schema • Toolkit Productivity • Connected Knowledge Systems Enterprise Benefits of Semantic Web

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 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 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 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 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 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 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 Semantic Web & Media http://about.me/glemak