Optimizing Content with Semantic Tech

Krista ThomasVP Marketing, OpenCalais

The dilemma

• Echo chamber of news & plethora of conversations can bury your content

• Conversations require fuel and constant feeding

• Hence we must optimize “content”

Optimizing Content: how semantic metatagging can help

• Streamline SEO

• Improve Reader Engagement

• Create new / unique content experiences

• Reader analytics

• Improve Ad placement

• Connect you to the Linked Data Cloud for open data assets / increased distribution

Why? Content Tagging is Costly and Time Consuming

Today:

• Your economics don’t support metadata creation

• The value of your metadata is high

• The value of your aggregated metadata is extremely high

Seco

nds

Year

s

Seconds

Years

Status Updates, Tweets

New Gen

News

Legacy News &

Corp info.

Scient. Pubs

Great Novels

Latency

Sh

elf

Lif

e

Metadata Generation1. You feed your content into an

extraction engine

2. It categorizes the stories; finds the people, places, companies, facts and events, and then returns that metadata to you

3. Along with the metadata, it returns links to free data on the open Web (i.e. Wikipedia, CIA World Fact book, IMDB, etc.)

4. You use the metadata to streamline content ops, enhance your content, create topic hubs on the fly, improve search, etc.

Live Demo: http://viewer.opencalais.com

1. Cut and paste a business news story into the viewer, and hit submit.

2. View the semantic markup (hover over underlined items to see relevance, for instance).

3. Expand the extracted entities, facts and events on the left hand rail.

4. Click on one of the companies in the list on the left, to view the OpenCalais / Thomson Reuters asset on that company in the Linked Data cloud.

5. Click the ‘SameAs’ links at the bottom to find more data on the Linked Data cloud.

Extraction engines you can use

• Yahoo: Term Extraction

• BeliefNetworks: Recommend Concepts

• OpenAmplify: API

• Alchemy: API

• Evri: REST API

• Zemanta

• OpenCalais: API

NEW!

NEW!

How Metadata Connects You to Open Data Assets

The Linked Data Cloud – December, 2008

Linked Data Cloud as of July, 2009

Basic ways semantic metatagging can help

Streamline SEO• Associated Newspapers (UK); Al Jazeera

• Automatically tag your content (free tools)

• Feed Yahoo Search Monkey & Google Rich Snippets (free tools)

Improve Reader Engagement• CBS Interactive / CNET

• Improved search and navigation

• Recommended reading widgets (more like this) and Topic hubs

Using semantic tech to:

• Automate metatagging of new and archived content

• Improve search functionality & site navigation.

• Aggregate & organize content in new ways.

• Automatically produce topic-based sites.

• Generate better content recommendations.

• Publish product reviews, news articles & blog posts for programmatic use via the Linked Data cloud

Case Study: Content Ops & Topic Hubs

More advanced ways metadata can help

Create new / unique content experiences• Huffington Post (localization)

• Feedly (RSS Magazine / browser)

• Use tags to triage content

• Use tags to present content in new ways

Reader Analytics• DailyMe / Newstogram

• Use tags to track reader interest / personalize the experience

Using semantic tech to:

• Produce regional microsites that ‘super-serve’ communities with relevant news (Chicago, LA, etc.).

• Perform content ‘triage,’ routing the right story to the right section & the right readers.

• Automate content ops & drive editorial productivity.

Case Study: Localization

Case Study: a new content experience

Firefox plug-in brings to life user-selected content feeds in an easy-to-read magazine format.

It uses semantic tech to:

• Automate tagging and linking on the back-end

• Support clustering and organization / presentation on the front-end

Using semantic tech to:

• Achieve a new level of personalization for readers based on what they actually read

• Provide other publishers with the same capability via its Newstogram service

• Drive incremental revenue, charging publishers per Newstogram API call.

Case Study: Reader Analytics & Personalization

STILL more advanced ways metadata can help

Refine ad placement:• Associated Content

• Use tags in combination with ad serving / network

• More relevant for readers; better performance for advertisers

Leveraging Linked Data URIs • BBC, Thomson Reuters, CNET, TechCrunch, etc.

• Enhance content w/ open data assets

• Use as a transport layer to share / distribute content

Using OpenCalais to

• Improve ad placement, connecting partners & advertisers with relevant, quality content.

• Achieve deeper classification & categorization within its library of 1.7 million pieces of content.

• Assign the right story to the right writer at the right time, based on expertise, breaking trends, what’s hot, etc.

Case Study: Optimizing Ad Placement

Case Study: Do it all

Using OpenPublish, a semantically enabled CMS to:

• Contain costs: Streamline content operations & increase editorial productivity

• Increase Engagement: Offering faceted search, recommended reading sidebars and more

• Improve distribution: optimize search engine placement with more accurate, complete metatagging

• Innovate: intelligently “mashup” content to create new products, repurpose content for display in new ways

Calais Tagaroo is for bloggers on the WordPress.org platform

Calais Marmoset creates metadata for Yahoo! Search Monkey & Google Rich Snippets

Free Tools

Give SemanticProxy.com the address of a web page.

Get back rich semantic metadata about the people, companies, concepts, facts, events and relationships on that page.

The Calais Collection of modules makes it easy for Drupal users to get started with OpenCalais.

OpenPublish is a complete OpenCalais-powered publishing suite based on the popular open source platform Drupal. Visit; http://www.OpenSourceOpenMinds.com/OpenPublish.

Free Tools

Thank you.

Krista Thomas

Krista.Thomas@ThomsonReuters.com

Addendum – slides showing markup and connection to the Linked Data Cloud

In case no web connection is available