Michael S. Dunn NFAIS Philadelphia – 02/27/12 http://about.me/glemak

•  Transformation: Traditional to Digital – Media playing catch-up since the Web started •  Velocity of Content Requests are Increasing – Social | Mobile | Local •  Audience Requirements are Shifting – Real-Time | Niche | Thematic | Contextual •  Proliferation of Devices | Pending IPv6 The Context of Content – a Media Industry Perspective

•  HTML5 Standardization – W3C Spec (2014) – Create Once | Utilize Anywhere •  Aggregate Lower Cost to Produce – Enhanced Web Functionality •  Online Video via H.264 format w/out plugin – Cross-Platform Mobile Adaptability •  Decreased need for Separate Native Applications – Extensibility via API | Semantic Meaning The Context of Content – a Media Industry Perspective

•  What is the Semantic Web? – Descriptive Markup Techniques for Content – Links Associated with Content – Links Between Content Entities – Rich Metadata about Content – Meant to Foster Machine Readability The Context of Content – a Media Industry Perspective

•  Structured Content Landscape – Microdata (HTML5) •  Schema.org •  Focused Primarily on Search – RDFa •  W3C •  IPTC | rnews •  Facebook – Opengraph – Microformats – Linked Open Data The Context of Content – a Media Industry Perspective

Linked Open Data The Context of Content – a Media Industry Perspective

DISCOVERY CONTENT MONETIZE CONTEXT > SEO > CPM SENTIMENT The Context of Content – a Media Industry Perspective Triangle of Value

•  Return on Investment for Content – What Markets exist for our Content? – Have we already “paid” 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 The Context of Content – a Media Industry Perspective

•  Not Just About Context of Content – Context of Audience is a Priority – Getting the Right Content – To the Right “Identity” – Via the Right Mechanism – At the Right Time The Context of Content – a Media Industry Perspective

•  Content on the Web Assumptions – Google didn’t trust Metadata – Aggregators Ignoring Layout Preferences – SEO is a Constantly Changing Game – Audience | Traffic Drivers •  40% Brand | Marketing •  30% Search •  30% Social The Context of Content – a Media Industry Perspective Discovery

•  Transitioning Content into Data – Automated Metadata – Semi-Automated via Selection Process – Systemic via Devices | Tools – Content Optimization •  Cleansing | Normalizing •  Allow Self Describing •  Make it Harvestable The Context of Content – a Media Industry Perspective

•  Why Media Industry | Semantic Web – Create Efficiencies During Content Creation – Better Understand Content Already Available – Insure Discoverability of Content – Take Advantage of Opportunities The Context of Content – a Media Industry Perspective

•  Goals: Productivity – Reduce Time to Market – Increase Insight | Improve Consistency •  Goals: Content – Increase Usage – Lower Cost to Produce – Improve Discoverability The Context of Content – a Media Industry Perspective

•  Goals: Audience – Improve User Experience – Increase Levels of User Engagement – Allow Better Personalization & Targeting •  Goals: Revenue – Enhance Existing Streams | New Opportunities – Integrate with Semantic Ecosystem •  Advertising | Search | Social | Aggregation 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 The Context of Content – a Media Industry Perspective

•  Utilization by Media Companies – Web Content Management •  Automated Topic Pages •  Text Mining | Entity Extraction •  Deep Categorization •  Related Content | Media | Tagging – Social Media – Business Intelligence – Recommendations The Context of Content – a Media Industry Perspective

http://about.me/glemak