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A short version of a talk I've given before. This one was for the Semantic Tech & Business Conference in London in September 2011. It focuses on what makes content nimble, and how to combine standards, tools & processes to accomplish it.
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Make Your Content Nimble Semantic Tech & Business Conference 26 September 2011
Rachel Lovinger @rlovinger
2
• Associate Experience Director,
Content Strategy, Razorfish NYC
• Co-editor of scatter/gather, a
content strategy blog:
http://scattergather.razorfish.com
• Author of Nimble: A Razorfish
Report on Publishing in the Digital
Age (June 2010)
ABOUT ME: RACHEL LOVINGER
Photo by Rohanna Mertens
©2011 Razorfish. All rights reserved.
3 NIMBLE: A REPORT ON PUBLISHING IN THE DIGITAL AGE
• Nimble is available at:
http://nimble.razorfish.com
• On Twitter: @NimbleRF
©2011 Razorfish. All rights reserved. Illustrations by Fogelson-Lubliner
QUALITIES OF
NIMBLE CONTENT
5
Nimble content can:
• Travel Freely
• Retain Context & Meaning
• Create New Products
IF CONTENT IS NIMBLE
©2011 Razorfish. All rights reserved. Illustration by Fogelson-Lubliner
6
• Socially-enabled
• Mobile-friendly
• On Demand
TRAVEL FREELY
Photo by Rachel Lovinger, Drawing by Mathieu Plourde
7
• Source
• Usage
• Relationships
RETAIN CONTEXT & MEANING
©2011 Razorfish. All rights reserved. Image © 2011 TheHuffingtonPost.com, Inc.
8
• Reusable
• Engaging
• Profitable
• Time to Market
CREATE NEW PRODUCTS
©2011 Razorfish. All rights reserved. Photo by Rishi Menon Photo by Christian Van Der Henst S.
CONTENT MUST BE…
Qualities of Nimble Content
HOW TO MAKE
CONTENT NIMBLE
14
Standards + Tools +
Processes
Expose content using
structures that mean
something to the machines
(platforms, systems, devices,
channels) that receive it.
HOW TO MAKE CONTENT NIMBLE
©2011 Razorfish. All rights reserved. Photo by Steve Jurvetson, `
WELL STRUCTURED
How to make content
16
• Information separated from presentation
• Segmented into usable bits
WELL STRUCTURED
©2011 Razorfish. All rights reserved.
Title: Ta-dah!
Description:
we're talking a serious jello mold here.
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL: http://www.flickr.com/photos/dandeluca/4360567363
Photo by Dan DeLuca `
17
• HTML5 – Markup with more meaning and context
• RDF (Resource Description Framework) – Provides a structure
(aka framework) for describing identified things (aka resources)
• RDFa (RDF in attributes) – Allows RDF attributes and properties
to be included in XHTML and HTML documents
• OWL (Web Ontology Language) – For developing ontologies that
are compatible with the World Wide Web
• SKOS (Simple Knowledge Organization System) – Designed
specifically to express information that’s more hierarchical.
STANDARDS
©2011 Razorfish. All rights reserved.
18
Separate the information from
the presentation
TOOL: CONTENT MANAGEMENT SYSTEM
©2011 Razorfish. All rights reserved.
19
Determine:
1. The types of content
• For example: article, quiz, photo, recipe, review, event, photo gallery
2. The elements that make up each type
3. Any relationships between content types
• For example: a photo gallery is composed of photos
PROCESS: ESTABLISH A CONTENT MODEL
©2011 Razorfish. All rights reserved.
20
• The elements that make up each type
• Example: Photo
STRUCTURAL METADATA
©2011 Razorfish. All rights reserved.
Title: Ta-dah!
Description:
we're talking a serious jello mold here.
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL: http://www.flickr.com/photos/dandeluca/4360567363
Photo by Dan DeLuca `
WELL DEFINED
How to make content
22
These separate bits of information need to be exposed to various
delivery platforms in a meaningful way.
<h2>This is my story</h2>
<i>by Joanne Smith</i>
is not as informative as
<title>This is my story</title>
<author>Joanne Smith</author>
WELL DEFINED
©2011 Razorfish. All rights reserved.
23
Purpose: A metadata framework for describing any type of content
Example attributes:
• Name: The unique term that identifies the item
• Label: The human-readable label assigned to the term
• Definition: A description of the term.
Example properties:
• abstract: A summary of the item
• audience: The intended audience for the item
• creator: A person, organization or service responsible for creating the item
• license: Indicates usage rights for the item
• subject: The topic of the item
STANDARD: DUBLIN CORE METADATA INITIATIVE
©2011 Razorfish. All rights reserved.
24
• Journalism: PRISM, NewsML, rNews
• Images: EXIF, XMP
• Video: MPEG-7, MediaRSS
• Social Connections: FOAF, SIOC
• eCommerce: Good Relations Ontology
• Additional standards will continue to be developed
MORE SPECIFIC METADATA STANDARDS
©2011 Razorfish. All rights reserved.
25
Drupal 7
• Open source CMS
• Native support for semantic structures
TOOLS : STANDARDS-ENABLED CMS
©2011 Razorfish. All rights reserved.
26
• Find and adapt the standard(s) that work for you
• Retain any metadata that may already exist
• For example: Don’t lose the EXIF data when you buy images
PROCESS
©2011 Razorfish. All rights reserved.
WELL DESCRIBED
How to make content
28
These meaningful structures need to be filled in with information that
gives the content context and meaning and helps platforms and
systems understand how to use it.
WELL DESCRIBED
©2011 Razorfish. All rights reserved.
Title: Ta-dah!
Description: we're talking a serious jello
mold here.
Tags: jello, layers, delicious
Appears in: Dinner (set)
Created by: Dan DeLuca
Taken on: February 14, 2010
Taken with: Fujifilm FinePix F70EXR
Usage Rights: CC-BY Some rights reserved
Source URL: http://www.flickr.com/photos/dandeluca/4360567363
Photo by Dan DeLuca `
29
• Taxonomy – A hierarchical classification system containing one or
more dimensions
• Folksonomy – A user-generated tagging system, where new terms
can be added on an as-needed basis
• Ontology – Includes business rules that applies additional logic to
the organization and properties of the terms
Bottom Line: The values in those metadata fields need to be filled
in.
• Some, like title and abstract, will need to be open data.
• But others, like keywords, industries, people, geography,
languages, and product names should be standardized.
VOCABULARIES
©2011 Razorfish. All rights reserved.
30 STANDARDS: LINKED OPEN DATA – FEB 2008
Diagram by Richard Cyganiak and Anja Jentzsch
31 STANDARDS: LINKED OPEN DATA – SEPT 2010
Diagram by Richard Cyganiak and Anja Jentzsch
32 STANDARDS: LINKED OPEN DATA – SEPT 2011
Diagram by Richard Cyganiak and Anja Jentzsch
33
• Extracts concepts on a page
• Suggests categorized terms
• Content producer approves or rejects each suggested term
TOOLS: MACHINE-ASSISTED TAGGING
©2011 Razorfish. All rights reserved. Screenshot from Joe Devon’s MySQLTalk.com `
34
• It is not trivial to create this metadata.
• Retain!
• Crowdsource!
• Share!
PROCESS
©2011 Razorfish. All rights reserved.
35
CONCLUSION
• Nimble content must be in a CMS, with
an adaptable content model.
• Use industry standard metadata
frameworks and rich descriptive
metadata.
• Retain and use the metadata you have.
• Create metadata, or use open data
• Share your created data with others!
36
• HTML5: Mark Pilgrim’s Dive Into HTML5 http://diveintohtml5.org/
• RDFa: http://rdfa.info/
• OWL: http://www.w3.org/TR/owl2-overview/
• Dublin Core: http://dublincore.org/
• PRISM: http://www.idealliance.org/specifications/prism/
• NewsML: http://www.iptc.org/cms/site/index.html?channel=CH0111
• rNews: http://dev.iptc.org/rNews
• EXIF: http://www.exif.org/
• XMP: http://www.adobe.com/products/xmp/
• MPEG-7: http://mpeg.chiariglione.org/standards/mpeg-7/mpeg-7.htm
• Media RSS: http://www.rssboard.org/media-rss
• FOAF: http://www.foaf-project.org/
• SIOC: http://sioc-project.org/
• Good Relations: http://www.heppnetz.de/projects/goodrelations/
• Linked Open Data: http://linkeddata.org/
FOR MORE INFORMATION
©2011 Razorfish. All rights reserved.