How Redlink semantic workflow can help publishers increase their ROI

1. MinimumViable Presentation
News & Media Publishing
redlink.co
New Routes to Your Contents

2. AGENDA
1
2
3
What is a model-based
Information Architecture
How to design your contents for
Search, Social and Mobile
What it takes to be more relevant
and make the Web your CMS
What is redlink and how we can
help you
Are you ready to make sense of your data?

3. “How much grace
links and
organization
convey to
common life
subjects”
Quintus Horatius Flaccus
Latin Poet (65 BC - 8 BC)
from the frontispiece of the 18th-century Encyclopédie

4. MODEL-BASED
INFORMATION
ARCHITECTURE
A represention of a subject that focus on “things”
and the relationships among those things.
(Inspired by Eric Evans “Domain Driven Design” book)
Your very first step in creating a new editorial
product (and content model).
The best approach to combine domain expert
with users and their undestanding of the subject.
Your team’s common lexicon for labeling the
“things” you and your readers care the most.
A technique to deep link contents with (open)
datasets - inside or outside the organisation.
Your stepping stone to a consistent user
experience.

5. PRACTICAL USE CASE
HOWTO MAKE SENSE
BRINGING ONLINE AN
HISTORICAL ARCHIVE
Shall it be a site? A playlist onYouTube? An interactive timeline? A SmartTV App?

6. Design for Search, Social and Mobile.
ontology enrichment
pages URIs
design your domain model. populate it with liked data enrichments.
label your “things” with web identifiers and link it.apply responsive design and share it.
test&iterate

7. enrichment
ENRICHINGYOUR CONTENTS WITH
THE KNOWLEDGE FROMTHE WEB 1/3
“Short film produced for Enel by
Michelangelo Antonioni for the Pavillon at
the Seville Expo - the documentary has
been filmed in Sicily.”

8. enrichment
ENRICHINGYOUR CONTENTS WITH
THE KNOWLEDGE FROMTHE WEB 2/3
URL: /video/noto-mandorli-vulcano-stromboli-carnevale/
Type: Thing > CreativeWork > MediaObject > VideoObject
Title: “Noto, Mandorli, Vulcano, Stromboli, Carnevale”
URL: http://dbpedia.org/page/EnelType: Thing > Organization > CorporationName: “Enel S.p.A.”
URL: http://dbpedia.org/page/
Michelangelo_Antonioni
Type: Thing > Person
Name: “Michelangelo Antonioni”
URL: http://live.dbpedia.org/page/
Seville_Expo_'92
Type: Thing > Event
Label: “Seville Expo ‘92”
“Short film produced for Enel by
Michelangelo Antonioni for the Pavillon at
the Seville Expo - the documentary has
been filmed in Sicily.” URL: http://dbpedia.org/page/SicilyType: Thing > PlaceName: “Sicily”

9. enrichment
ENRICHINGYOUR CONTENTS WITH
THE KNOWLEDGE FROMTHE WEB 2/3
URL: /video/noto-mandorli-vulcano-stromboli-carnevale/
Type: Thing > CreativeWork > MediaObject > VideoObject
Title: “Noto, Mandorli, Vulcano, Stromboli, Carnevale”
URL: http://dbpedia.org/page/EnelType: Thing > Organization > CorporationName: “Enel S.p.A.”
URL: http://dbpedia.org/page/
Michelangelo_Antonioni
Type: Thing > Person
Name: “Michelangelo Antonioni”
URL: http://live.dbpedia.org/page/
Seville_Expo_'92
Type: Thing > Event
Label: “Seville Expo ‘92”
“Short film produced for Enel by
Michelangelo Antonioni for the Pavillon at
the Sevillie Expo - the documentary has
been filmed in Sicily.” URL: http://dbpedia.org/page/SicilyType: Thing > PlaceName: “Sicily”
Provides meanigful ways to re-use your content.
ENRICHINGYOUR CONTENTS WITH
THE KNOWLEDGE FROMTHE WEB 3/3
Why is it so important? enrichment
Increases content findability and enhances the user experience.
Creates content that works accross channels. t wf i
Adds metadata that machines can read - increasing CTR. g
Helps tagging your content with your advertising inventory.
Plugs your knowledge in the Web of data.

10. pages
UNLOCKING NEW ROUTESTOYOUR
(ATOMISED) CONTENT
URL: /video/noto-mandorli-
vulcano-stromboli-carnevale/
Title: “Noto, Mandorli,
Vulcano, Stromboli, Carnevale”
related geo time
mobile
social
search
+ TRAFFIC
+ ENAGEGEMENT
+ TIME SPENT
+ STICKINESS

11. increase
CTR on Google Search
decrease
Sourced: eduard blacquière // orange valley
%7-
CTR/Costs on Google AdWords
Google Rich Snippets
%8+2
URL: /video/noto-mandorli-vulcano-stromboli-
carnevale/
Type: Thing > CreativeWork > MediaObject > VideoObject
Title: “Noto, Mandorli, Vulcano, Stromboli,
Carnevale”
Author: “Michelangelo Antonioni”
structured data for content description
Google rich snippet for VideoObject
increase Click Through Rate (CTR)
user query

12. The Web becomes your CMS.
Combining your background knowledge with the LOD.
Classifying your content and bridging information gaps.
Linking to other sources of Data.
Publishing your contents as Linked Data.

13. Relevancy on commercial Search Engine is low.
The wealth of content offering is only partially accessible and perceived.
Internal Search is also frequently affected by a limited content structure and poor
metadata (limited drill-down facilities).
Brand, Advertisers and Partners are looking for innovative content marketing
experiences: editorial products and apps (CPM value is decreasing).
Multi-channel delivery (Social and Mobile) is key to ensure every bit reaches the
audience in the right place and at the right time.
Main Issues
Engaging the readership requires a lot more than just adding galleries and videos.

14. How we help publishers
1 2 3
Break down your content
into discrete concepts,
add real-world
relationships, plug-in
publicly available data and
add a structure accessible
by humans and robots.
Publish your own data
and make your content
truly “platform agnostic”
enabling you and your
partners to continuosly
build new products over
Social, Local and Mobile.
Scale revenues by
creating meanigful
navigation, smart content
re-use, increased
findability, social sharing,
semantic seo and native
advertising.
metadata apis & linked data discovery

15. a Platform-as-a-Service running Apache Stanbol,
Apache Marmotta and Apache Solr combined with
premium datasets and designed to:
Enrich your
contents
(structured
and
unstructured).
Index them
using custom
vocabularies
and Open
Data.
Drive
revenues and
traffic with
content
discovery.
Publish them
to the
Linked (Open)
Data Cloud.
Seamless Technology

16. Platform Overview
‣Linked Data Publishing
‣Metadata Storage
‣SPARQL End-Point
‣Content Enhancement
‣Data refactoring
‣Entity interlinking
‣Full Text Indexing
‣Semantic Search
‣Content Discovery
‣Configuration
‣Workflows
‣APIs
‣Data Management (SKOSjs)
‣Search User Interface
‣Admin Consolle
Linked Media Framework

17. Semantic Workflow
‣Public Datasets
(Geonames,
DBpedia,
Freebase, ...)
‣Premium Dataset
‣Domain thesaurus
‣Legacy systems
(CRM, ERP, ...)
Provide
Background
Knowledge
Extract and
Link Facts
Data
Publishing
Publish
Data
Make Sense
of Data
‣RSS Feeds
(News, Blogs,
Social, ...)
‣Office documents
‣HTML/Web Pages
(Website,
Intranet,...)
‣Linked Data
‣SPARQL Query
‣Reasoning
‣Semantic Search
‣Meaningful
navigation /
Discovery
‣Data management
‣Data analytics
‣Developer APIs
‣APIs sandbox
‣SDKs
‣Billing infrastructure
‣Plugins for your CMS/DMS
(no integration required)
‣Premium Datasets
‣Marketplace for Content
Analysis and Data refactoring

18. HOW OUR CLIENTS FIND US DIFFERENT.

19. ‣Ready-to-use configuration
packages
‣Professional support 24x7
‣Ready-to-use indexed data
‣Plugins for leading CMS/DMS
‣Multi-language support
ACTIONABLE KNOWLEDGE
CLOUD DELIVERY
OPEN SOURCE ECOSYSTEM
HOW OUR CLIENTS FIND US DIFFERENT.
‣No need to change your
existing CMS or to run your
own infrastructure
‣Pay-as-you-go subscriptions
‣Free access for testing and
R&D projects
‣Integrated with Wordpress,
Drupal and Alfresco
‣No vendor lock-in
‣Based on open standards
‣Large and expanding
developer community
‣Future proof and always up-
to-date with latest technology
‣Commitment to Apache
Stanbol and Apache Marmotta
‣Plugin Architecture for
Content Analysis and Data
refactoring
‣Provides enterprise-grade
OSGi enviroment for existing
NLP technologies
‣Revenue generation
opportunities for developers

20. signup.redlink.co
Contact us!
hello@redlink.co

21. CREDITS
This presentation is the result of many inspiring ideas, books, articles and more
here follow the list:
“How we make websites” article by Michael Smethurst, from BBC
“Content Strategy for the Web” by Kristina Halvorson and Melissa
Rach, ContentStrategy.com
“Content Strategy for Mobile” by Karen McGrane, published by A
book apart
“Domain-Driven Design” by Eric Evans, available on Amazon
“Model(l)ing Structured Content” by Mike Atherton, from Reduxd
“Beyond the Polar Bear” by Mike Atherton, from Reduxd
“Dynamic Semantic Publishing” article series by Kristen Milhollin,
published on SemanticWeb.com
“Dynamic Semantic Publishing using Crafter and Alfresco” by
Aingaran Pillai, from Zaizi
“Key Search Marketing Takeaways from SemTechBiz 2013” by Aaron
Bradley, from SEO Skeptic
“Enel.tv” the Video Archive Website developed for Enel S.p.A. by
Insideout10
“Measuring Google Rich Snippets” by Eduard Blacquière from Orange
Valley