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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: Media
Marketplace
– Infoworld: CTO Advisory
Council
• Technology Advisor
– Brightcove
– Gomez
– EMC
– Hearst Portfolio: Start-Ups
• Board Membership
– Ballston Spa National
Bank
• Academia
– Columbia MS in
Technology Management:
Mentor
– MIT Media Lab:
Sponsor/Coordinator
– Northwestern-Kellogg:
Coordinator Executive
Education
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
Semantic Technologies
• Digital Content Types
–Text
–Photo
–Video
–Images
–Slideshow
–Applications
Semantic Technologies
• 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
Semantic Technologies
• 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
Semantic Technologies
• Technology Economics
–Less Capital Intensive
• More Cloud
• More SAAS/PAAS
–Resources
• Focused on Revenue Opportunities
• Minimal on Mundane
Semantic Technologies
• 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
Semantic Technologies
• Broadening Supply
–Brand Matters, but…
–Search & Advertising Adopting
• Findable & Relevant
–Exchanges = Longer Viability
–Improve Access to & Usefulness of
–Structured & Contextualized More Valuable
Semantic Technologies
• Why Urgency towards Semantic?
–Search & Advertising Adopting
–Changing Audience Value Chain
• Loyalty & Engagement
–Change Takes Time
• Workflow
• Culture
• Business Models
• Technology: Impact & Implementation
Semantic Technologies
• Changing Revenue Drivers
–Audience: Monetized by Size
–Brand: Mobile Apps
–Content: Maximizing Usage
–Data: Leverage Analytics/Opportunities
<ABCD by: Andrew Davies of ideo>
Semantic Technologies
• Content as Data
–Automated Metadata
–Semi-Automated via Selection Process
–Systemic via Devices & Tools
–Content Platform Optimization
• Cleansing & Normalizing
• Self Describing
• Harvestable
Semantic Technologies
• 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
Advertising
Networks
Web
Services
(SAAS)
Browser Mobile+ Partners
xml rssapi RDFa
Analysis
Audience
Search
(SEO/SEM)
html
Social
Networks
(SMM)
OWLmicroformats
metadata
entity
extraction
contextualization
attributes
relationships
machine-readable
syndication
Ontologies
Vocabularies
Categories
findability
NLP
Layout Bus
node specific
UX sentiment
tagging
Data
Exchange
<@glemak>
Media Framework - Semantic Technologies
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 Technologies
• 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
Semantic Technologies
• 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

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Mike Dunn Presentation

  • 1. Michael S. Dunn Semantic Technology for Media - It’s All About Context Boston - Semantic Web Summit 11/17/10
  • 2. 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
  • 3. 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
  • 4. Context - Relationships • Advisory Board Roles – Mochila: Media Marketplace – Infoworld: CTO Advisory Council • Technology Advisor – Brightcove – Gomez – EMC – Hearst Portfolio: Start-Ups • Board Membership – Ballston Spa National Bank • Academia – Columbia MS in Technology Management: Mentor – MIT Media Lab: Sponsor/Coordinator – Northwestern-Kellogg: Coordinator Executive Education
  • 5. Moments of Change • Hanna-Barbera: Cartoon Network • FCB: Internet 101 • Dell Online: eCommerce • Time-Warner: AOL & Enterprise Oppts • Hearst: Web 2.0 & Semantic Web
  • 6. Semantic Technologies • Traditional Media Elements –Brand –Content –Advertising –Search • SEO: Platform • SEM: Augment
  • 7. Semantic Technologies • Digital Content Types –Text –Photo –Video –Images –Slideshow –Applications
  • 8. Semantic Technologies • 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
  • 9. Semantic Technologies • 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
  • 10. Semantic Technologies • Technology Economics –Less Capital Intensive • More Cloud • More SAAS/PAAS –Resources • Focused on Revenue Opportunities • Minimal on Mundane
  • 11. Semantic Technologies • 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
  • 12. Semantic Technologies • Broadening Supply –Brand Matters, but… –Search & Advertising Adopting • Findable & Relevant –Exchanges = Longer Viability –Improve Access to & Usefulness of –Structured & Contextualized More Valuable
  • 13. Semantic Technologies • Why Urgency towards Semantic? –Search & Advertising Adopting –Changing Audience Value Chain • Loyalty & Engagement –Change Takes Time • Workflow • Culture • Business Models • Technology: Impact & Implementation
  • 14. Semantic Technologies • Changing Revenue Drivers –Audience: Monetized by Size –Brand: Mobile Apps –Content: Maximizing Usage –Data: Leverage Analytics/Opportunities <ABCD by: Andrew Davies of ideo>
  • 15. Semantic Technologies • Content as Data –Automated Metadata –Semi-Automated via Selection Process –Systemic via Devices & Tools –Content Platform Optimization • Cleansing & Normalizing • Self Describing • Harvestable
  • 16. Semantic Technologies • 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
  • 17. Semantic Bus CMS DAM CRM Advertising Networks Web Services (SAAS) Browser Mobile+ Partners xml rssapi RDFa Analysis Audience Search (SEO/SEM) html Social Networks (SMM) OWLmicroformats metadata entity extraction contextualization attributes relationships machine-readable syndication Ontologies Vocabularies Categories findability NLP Layout Bus node specific UX sentiment tagging Data Exchange <@glemak> Media Framework - Semantic Technologies
  • 18. 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
  • 19. Semantic Technologies • 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
  • 20. 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
  • 21. Semantic Technologies • 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