@TomTague, OpenCalais initiative lead from Thomson Reuters provided an overview of how automated metatagging can help publishers compete.

1. What’s Next: The ‘Linked Content Economy’
Tom Tague
Thomson Reuters

2. Agenda
1. Intro
2. Organizing your content to drive value
3. OpenCalais / Live Demo
4. I Tagged My Content… Now What?
5. Four Ways to Compete: Real World Examples
6. Why Thomson Reuters cares

3. Organizing Your Content is the First Step
Today:
• Your
economics
don’t support
metadata
creation
• The value of
your metadata
is high
• The value of
your
aggregated
metadata
is extremely
high
Seconds
Years
Seconds
Years
Status
Updates,
Tweets
New
Gen
News
Legacy
News
Scient.
Pubs
Great
Novels
Latency
ShelfLife

4. How do we get there?
• Use semantic technology to “translate” written
content into something computers can read:
metadata
– 5th grade English class: break content down into its core
elements: the entities, facts and events it contains.
• Use the metadata to make meaningful connections
between people, places, companies, etc. in related
stories – both your own and those of other publishers
• Use the metadata to enhance your content with
relevant data sets, information and media assets out
on the open Web

5. A No Cost Solution: OpenCalais
• A Thomson Reuters initiative to connect all the world’s
business-relevant content.
• A free service that brings new efficiencies and
productivity to publishers and content curators.
• The fastest, easiest way to categorize your content,
and tag the entities, facts and events therein.

6. Semantic Tech 101: Metadata Generation
1. You feed your stories 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.

7. Live demo
The OpenCalais Viewer
http://viewer.opencalais.com

8. I Tagged My Content… Now What?
Use your metadata to:
• Get Efficient
• Get Engaged
• Get Smart
• Get Specialized

9. Get Efficient – Cut Costs
• Streamline content ops to drive editorial productivity
• Automatically categorize content with both IPTC news
codes & ‘social tags’ that use everyday terms
• Automatically tag the people, places, companies, facts &
events in content
• Automatically integrate archived materials

10. Get Engaged – Add Value to the Experience
• Improve search & navigation to make it easy for
readers to find what they want.
• Automatically populate recommendation widgets
& related stories sidebars
• Automatically create ‘topic hubs’ on trending issues
& breaking news
• Automatically integrate relevant data, related media,
information from Wikipedia entries, etc.

11. Using OpenCalais to:
• Aggregate & organize content in new ways.
• Automatically produce topic-based sites.
• Improve search functionality.
• Generate better content recommendations.
• Publish product reviews, news articles & blog posts for
programmatic use on the open Web
Case Study: Content Ops & Topic Hubs

12. Get Smart – Improve Distribution & Advertising
• Optimize search engine ranking through better SEO.
• Inform advertising placement and drive click-through
• Improve syndication to search engines, news
aggregators, ‘recommended reading’ apps., etc.

13. 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

14. Get Specialized – Pick a Niche and Own it.
• Triage content based on local relevance & impact
• Triage content based on preferences or behaviors
• Triage content based on topic, industry, special
interests, perspective, etc.

15. Using OpenCalais 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

16. 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

17. Related Articles, More from this Author, etc.

18. Coming soon to TNR: Topic Hubs

19. Why Thomson Reuters Cares
• Its mission is to connect all the world’s business-
relevant content to provide professionals with ‘intelligent
information.’
• The days of surviving
as a ‘walled garden’ of
content are over.
• ‘Crowdsourcing’ Q&A
creates faster, better,
stronger software.

20. Also… it’s a good thing: Investigative journalism
FOIA:
Con-
tracts
Calais Web
Service
Company:Person
FamilyRelation
News Calais Web
Service
Company:Contract
Company:Affiliation
Big Fuzzy Graph
DocumentCloud – Open Access to Source Materials
• Started by reporters from The New York Times and ProPublica
• Two dozen publishers and industry assoc. contributing materials
• Beta by the end of the year

21. QUESTIONS?
Thomas.Tague@ThomsonReuters.com
www.opencalais.com
viewer.opencalais.com