semantic technologies for media - it's all about context

Michael S. Dunn

Semantic Technology for Media - It’s All About Context

Boston - Semantic Web Summit

11/17/10

Context - Hearst

• A private diversified media company, one of nations largest

• Made up of six divisions - different industry focus

– Hearst Television

– Hearst Magazines

– Hearst Newspapers

– Hearst Entertainment

– Hearst Business Media

– Hearst Interactive Media

• Mostly domestic operations except International Magazines,Funds & Fitch Ratings

Context - CTO Roles

• Hearst Interactive Media

– Enterprise Technology

– Venture Technology

– Strategic Relationships

– Academic Relationships

– Innovation Program

– Emerging Media

• Time-Warner

• Dell Online

• Encoda

• Technology Leadership

– True North/FCB

– Turner

– Hanna-Barbera Studios

Context - Relationships

• Advisory Board Roles

– Mochila: MediaMarketplace

– Infoworld: CTO AdvisoryCouncil

• Technology Advisor

– Brightcove

– Gomez

– EMC

– Hearst Portfolio: Start-Ups

• Board Membership

– Ballston Spa NationalBank

• Academia

– Columbia MS inTechnology Management:Mentor

– MIT Media Lab:Sponsor/Coordinator

– Northwestern-Kellogg:Coordinator ExecutiveEducation

Moments of Change

• Hanna-Barbera: Cartoon Network

• FCB: Internet 101

• Dell Online: eCommerce

• Time-Warner: AOL & Enterprise Oppts

• Hearst: Web 2.0 & Semantic Web

Semantic Technologies

• Traditional Media Elements

–Brand

–Content

–Advertising

–Search

• SEO: Platform

• SEM: Augment


• Digital Content Types

–Text

–Photo

–Video

–Images

–Slideshow

–Applications


• Disruption

–Traditional Audiences Shifting Interest

• A Push “Only” Model not Desired

• Local & Thematic Cornerstones Threatened

–New Models Growing Rapidly

• Pull & Share Models Gaining Popularity

• Audiences are Dynamic & Active

• Media not only from Traditional Sources

• Anyone: Create, Distribute, Promote & Measure


• Transformation

–Traditional to Digital

–Scheduled & Formulaic to Any When & How

–Changing Infrastructure & Margins

–Exploring New Markets & Channels

–Big Complex Platforms

• Slow to Adapt to New Model Requirements


• Technology Economics

–Less Capital Intensive

• More Cloud

• More SAAS/PAAS

–Resources

• Focused on Revenue Opportunities

• Minimal on Mundane


• Changing Demand

–Global Audience

• Towards Ubiquitous Connectivity

–Adoption of Mobile & Social

• True 24/7/365 Demand

• Proliferation of New Methods & Devices

–Velocity of Content Requests

• IPv6 will accelerate Nodes


• Broadening Supply

–Brand Matters, but…

–Search & Advertising Adopting

• Findable & Relevant

–Exchanges = Longer Viability

–Improve Access to & Usefulness of

–Structured & Contextualized More Valuable


• Why Urgency towards Semantic?

–Search & Advertising Adopting

–Changing Audience Value Chain

• Loyalty & Engagement

–Change Takes Time

• Workflow

• Culture

• Business Models

• Technology: Impact & Implementation


• Changing Revenue Drivers

–Audience: Monetized by Size

–Brand: Mobile Apps

–Content: Maximizing Usage

–Data: Leverage Analytics/Opportunities

<ABCD by: Andrew Davies of ideo>


• Content as Data

–Automated Metadata

–Semi-Automated via Selection Process

–Systemic via Devices & Tools

–Content Platform Optimization

• Cleansing & Normalizing

• Self Describing

• Harvestable


• Contextualizing Non-Structured Content

– Deeper Entity Extraction

– Generate Richer Metadata

– Generate Tags & Links

– Associate Related Content

– Generate Reusable Structured Content

– Improve Workflows

• Reporting & Research

• Editorial & Production

Semantic Bus

CMS DAM

CRM

AdvertisingNetworks

WebServices(SAAS)

Browser Mobile+ Partners

xml rssapi RDFa

Analysis

AudienceSearch

(SEO/SEM)

html

SocialNetworks

(SMM)

OWLmicroformats

metadata

entityextraction

contextualization

attributes

relationships

machine-readable

syndication

OntologiesVocabulariesCategories

findability

NLP

Layout Busnode specific

UX sentiment

tagging

DataExchange

<@glemak>

Media Framework - Semantic Technologies


• Semantic Tool Experiences

–Nstein (OpenText)

• TME - Text Mining Component

• Entity/Relevance/Tone/Sentiment Analysis

• Librarians on Staff

–Zemanta

• Journalist Training Plug-In

• Tags/Links/Related Content


• Semantic Tool Experiences

–iCrossing (Integrated Marketing)

• SEO/SEM/SMM

• Towards Semantic

–Inform (Mochila)

• Semantic Web Service - Marketplace Integration

• Content Enrichment Solution to Increase:– Customer Engagement

– Page Views

– Revenue

Inform - Semantic System Architecture

Author ‣ Content Creation Services

‣ Semantic Data Repository

‣ Semantic Data Analysis

‣ Content Selection Algorithms

‣ Webservices

‣ Content Distribution Services

Audience

Content Selection Algorithms‣ Semantic Analysis of Content

‣ Algorithms > Editorial Criteria

‣ Maximize Relevancy/Relatedness

‣ Maximize Click-Through

‣ Maximize Monetization


• The Business of Semantic Technology

– Academia, Researchers, Standards, Entrepreneurs

• Using Semantic Technology for Business

– Content Management

– Social Media

– Business Intelligence

• Lead with Revenue Enhancement Opportunities

– Show How to Solve Business Problems

– Show How to Measure Results

http://about.me/glemak