More Related Content Similar to Semantic Web and Content Strategy (20) More from Rachel Lovinger (20) Semantic Web and Content Strategy1. THERE’S NO SEMANTIC WEB
WITHOUT CONTENT AND DATA
WEB CONTENT 2010 – 8 JUNE 2010
RACHEL LOVINGER
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2. “Language is magic, and computers are still dumb."
- Aaron Straup Cope (flickr.com)
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6. 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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7. WHAT IS THE SEMANTIC WEB?
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8. 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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9. IS THERE A STARBUCKS NEARBY?
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11. GIFT FOR YOUR SUPERHERO NIECE?
?
?
? ?
? ?
?
?
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Photo by Brendan Riley
12. FIND A HAIR APPOINTMENT
Search for specific criteria:
• Highly-rated salon
• Near the office
• Available time that fits
your busy schedule
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13. 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
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Image by Eric Dobbs
14. SOLVING FOR COMPLEXITY
People are good at some complex things that machines don’t handle well
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.
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16. HOW DO MACHINES KNOW WHAT DATA MEANS?
Identity + Definition + Structure
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17. IDENTITY + DEFINITION + STRUCTURE
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18. IDENTITY + DEFINITION + STRUCTURE
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.
Bill Clinton = President Bush President Bush
President William Jefferson Clinton (George H. W.) (George W.)
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19. IDENTITY: STANDARDS
Standard identifiers
ISBN: International Standard
Book Number
ISMN: Music
ISAN: Audiovisual works
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20. 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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21. IDENTITY + DEFINITION + STRUCTURE
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22. IDENTITY + DEFINITION + STRUCTURE
Ontology
Define classifications, properties, relationships, and logic
Blackberry1 is a type of Fruit
A Fruit is an Edible Thing
Blackberry2 is a type of Wireless E-mail Device
A Wireless E-mail Device is a Mobile Electronic Device
Properties of Edible Things:
Seasonal – Yes/No
Calories – #
Ingredients (optional) – other Edible Things
A Mobile Electronic Device can never be an Edible Thing.
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23. IDENTITY + DEFINITION + STRUCTURE
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24. IDENTITY + DEFINITION + STRUCTURE
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
<span class="vevent">
<span class="summary">This presentation was given</span>
on <span class="dtstart">2010-04-16</span>
at the Content Strategy Forum
in <span class="location">Paris, France</span>.
</span>
‣ Machine Tags – definition added to simple user tagging (“folksonomy”)
‣ flora:tree=coniferous
‣ upcoming:event=81334
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25. IDENTITY + DEFINITION + STRUCTURE
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26. IDENTITY + DEFINITION + STRUCTURE
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27. IDENTITY + DEFINITION + STRUCTURE
New Web Standards
Developed 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
Object
Subject
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28. IDENTITY + DEFINITION + STRUCTURE
EdibleThing
Fruit
BerryPie
Blackberry1
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29. IDENTITY + DEFINITION + STRUCTURE
EdibleThing
Fruit
BerryPie
IngredientOf
Blackberry1
abc 123
xyz
Note: Blackberry2 can’t be an ingredient of BerryPie, because it’s not an
EdibleThing and all ingredients of EdibleThings must also be EdibleThings
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30. LINKED DATA: A DISTRIBUTED APPROACH
A Web of Data
Image by Richard Cyganiak and Anja Jentzsch
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31. 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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32. HOW IT’S BEING USED NOW
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33. WALL STREET JOURNAL MOVIE REVIEWS
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34. ENRICHED SEARCH RESULTS
Yahoo! SearchMonkey
Google Rich Snippets
+
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36. GETGLUE – RATINGS AND RECOMMENDATIONS
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37. GETGLUE – RATINGS AND RECOMMENDATIONS
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38. THE NEW YORK TIMES – ALUMNI IN THE NEWS
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39. BBC MUSIC BETA – ARTISTS PAGES
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41. 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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42. FLUVIEW
National Flu Activity Map – a widget by CDC.gov
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43. DATA.GOV.UK
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44. 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
Cyclestreets.net
‣ A care home
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45. PARKOPEDIA
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46. DATA.GOV.UK APPS
Get information on
‣ How taxes are spent ‣ Renewable energy projects
‣ Technology investments ‣ Planning Alerts
‣ Crime stats ‣ Anti-social behavior in the area
‣ The geological makeup of your area ‣ Hazardous street conditions
‣ Geographical details
‣ Local issues
‣ Local government
‣ Health
‣ Obesity
‣ Real Estate
fillthathole.org.uk
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47. ASBOROMETER
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48. WHAT IT MEANS FOR
CONTENT STRATEGY
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Photo by Jon Higgins
50. 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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51. RELATED CONTENT SERVICES
‣ 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.
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52. RELATED CONTENT SERVICES
Example Services
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.
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53. 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
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Screenshot © 2010 Phase 2 Technology
54. ADVANCED MEDIA MONITORING
Example Services
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.
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55. 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
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Screenshot © 2010 Thomson Reuters
56. SEMANTIC PUBLISHING TOOLS
Example Services
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.
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57. SEMANTIC AD TARGETING
‣ 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
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58. SEMANTIC AD TARGETING
Example Services
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.
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59. RICH DATA SERVICES
‣ 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
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60. RICH DATA SERVICES
Example Services
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.
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61. 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
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Screenshot © 2010 Thomson Reuters
62. MACHINE-ASSISTED TAGGING
Example Services
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.
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63. 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
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Screenshot © 2010 Dapper
64. SEMANTIC SEO
Example Services
Google Rich Tests webpage markup to ensure that Google’s Rich Snippets feature
Snippets can interpret it correctly.
Testing Tool
Inbenta Assists in the creation of content using the terminology of popular
search queries.
Semantify Provides automated semantic enhancement of a site without changing
(by Dapper) its pages. Search engines see the site with RDFa tagging embedded
in the page.
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65. 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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66. 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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67. QUESTIONS?
Rachel.Lovinger@razorfish.com
Twitter: @rlovinger
http://scattergather.razorfish.com
http://nimble.razorfish.com
Thank you!
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