The Non-Terrifying Intro to Semantic Content

1. 5/15/2015 1 @nozurbina • #intelcontent
The Non-Terrifying
intro to Semantic
Content
noz.urbina@urbinaconsulting.com
founder & content strategist

2. @nozurbinaNoz Urbina, Urbina Consulting
Content strategist & modeller
14 years in content/semantics
Consultant/trainer in H2H (B2B/B2C)
Author / Futurist
urbinaconsulting.com/events
89 3929 31 x88
24g
UC.com 2055

3. @nozurbinaToday
The market
Fixing our content
(with semantic models)
What to do next

4. THE BIG PICTURE
Changes in the market and publishing
5 - Urbinaconsulting.com @nozurbina
#intelcontent

5. @nozurbina
Content karma
The more real value you give to consumers, the more
value that will come back your way.
Me – “How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn

6. @nozurbina
Content karma
The more we can make our content adaptive, the more
we can realistically deliver tailored, high-value content
without running out of budget, resources, or time.
Me – “How to AdjustYour Content Strategy for Adaptive Content Personalization” bit.ly/ac-how2
Image: Moyan Brenn

7. Today’s content solutions are not passive
They are (pro)active systems that deliver the right
dose of information to the right person
(by leveraging metadata)

8. YOU CAN DO IT TOO
#intelcontent

9. flickr.com/photos/nasawebbtelescope/5556216838
What
troubleshooting
is needed here?
flickr.com/photos/dbnunley/10027759633
Where should
I go on
vacation?
How can I get one
of these?
flickr.com/photos/ucdaviscoe/5934402970
Does this have
the specs I want?

10. BUT WE HAVE TO TARGET
CONTENT ON…
#intelcontent

11. @nozurbina
Generated
Reality

12. @nozurbina
Generated
Reality
94% of businesses say
personalization is key
to success
econsultancy.com
48% of shoppers
would like to use a
phone to shop
while in stores
luxurydaily.com
74% of shoppers who
‘showroom’ are older
than 29, and 48% older
than 40
Columbia Business School
(bit.ly/ac-how2)
66% of B2B suppliers say
customer expectations
are driving them towards
omnichannel
accenture (bit.ly/b2bomni)

13. A NEW ERA: THE SMARTENING
The first great age of metadata is upon us!
#intelcontent

14. @nozurbinaWe must fix the content
• Make it format-agnostic
• Break it up into reusable, well-modelled components
• Apply semantic metadata that defines and describes it
• Apply audience, applicability and context metadata to
decide where and when to route it
15

15. FIXING THE CONTENT
16 - Urbinaconsulting.com @nozurbina
#intelcontent

16. KEY CONCEPTS Content model
Semantic (vs Structured)
Taxonomy
Linked Data (RDF/OWL)
Metadata
Component Content
#intelcontent

17. @nozurbinaBreak it up
18
WWW.
Break up content
into format-free
components

18. @nozurbinaBreak it up
Change the “unit of use”:
Documents or Pages
vs
Components
(aka modules, topics)
Fragments
Variables
www
Component
Content
(Management)

19. @nozurbinaModularity enables reuse
Scenario A Scenario B Scenario CPool of modular
components
Reuse enables contextualised experiences

20. @nozurbinaModularity enables reuse
Assembly A Assembly B Content for
Scenario D

21. METADATA
“Data about data” you’ve probably already heard, but there’s always
more to think about
#intelcontent

22. @nozurbina
categorisation
display
access
Relational
and linking
performance
analytics
user rankingTarget
audience
applicability
business
process
Target
audience
dependencies
language
change
history
editorial
lifecycle status
versioning
prerequisites
content model
METADATA

23. SCOPE: WHERE TO PUT METADATA
It started with documents….
#intelcontent

24. @nozurbina
Info Product
(map, deliverable, document…)
Assembly
(Collections, Topic Group, Libraries,
ChapterMap, Chapter)
Module
(topic, article…)
Fragment
(block, container, para, section…)
Inline
(element/tag)
Metadata scope
WWW.s
p
a
c
e
r
Break up
content into
format-free
components
s
p
a
c
e
r
s
p
a
c
e
r
s
p
a
c
e
r

25. CONTENT MODEL
Defining our types of content
#intelcontent

27. Structural
model of
“store” content
type
Create
Well tagged
(machine-
readable)
description
of “a store”
Transform
Map to
machine-
readable
output with
Schema.org
metadata
Store.html
Specific,
relevant
answer
Index
(Engine)
Your tools or
3rd Party, e.g.
Google
Persistent
metadata!

28. BUILDING IN THE NEEDED
INTELLIGENCE
Adaptive content modelling
#intelcontent

29. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Familiar
content

30. Main image
Product Name
Supplementary
Product Images
Product
Overview
Feature List
Tagline
Feature Details
Model
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Reverse
engineered

31. @nozurbina
Your content
creators &
customers will
internalise your
models
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
@class=“main”

32. WE ARE SENSE MAKING MACHINES
We’ll make it up if we have to
33
#intelcontent

33. @nozurbina

34. @nozurbina
The mind uses naturally compression to
take the fundamentals from the right and
match it to the model on the left.

35. @nozurbina
Simplified model… of complex reality
bit.ly/icc14nuprz

36. @nozurbina
Product Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet (Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Microsoft
Hololens
When your semantics are explicit
in your content, machines can
help you reuse, transform,
translate or format it

37. TAXONOMY
Categorising our content and concepts
#intelcontent

38. Each value = a
taxonomy facet

39. @nozurbina

40. @nozurbinaContent
12
3
6
9
Product layout
Model Output
@audience=“usb”
@audience=“him”
Semantic models make your
content programmable for
maximum reuse & relevance

41. LINKED DATA
Content models and taxonomies for everyone!

42. (Now) backed and endorsed
by Google, Facebook, Bing,
BBC,Tim Berners-Lee, and
many more.
Superior experience for
consumers, more effective for
brands

45. http://zucando.com/zen-cart-modules/seo-marketing-tools/google-rich-snippets-breadcrumbs

46. http://searchengineland.com/structured-data-markup-inevitable-but-an-admission-of-failure-136383 -Warning, this article sucks

47. PUTTING IT ALL TOGETHER

48. @nozurbina
Content Models OutputsUsers
Him
Her
USB
gadget
buyers
Putting it all together
Scenarios
12
3
6
9
RDF
Content
standard

49. @nozurbina
Content Models OutputsUsers
Him
Her
USB
gadget
buyers
Putting it together
Scenarios
12
3
6
9
RDF
Content
standard
You don’t have to do
everything tomorrow!

50. @nozurbina
CMI Next Now

51. @nozurbina
Next CMI Next

52. @nozurbina
Buzzwords
Podcast / Post
“Next”
Podcast / Post
Books
Podcast / Post
User-defined
Podcast / Post
Next CMI Next
Schema.org
Conference
Brochure(Print)

53. @nozurbina
Conference
Brochure(Print)
Buzzwords
Podcast / Post
“Next”
Podcast / Post
Books
Podcast / Post
User-defined
Podcast / Post
Next CMI Next
All doable
retrospectively because
of consistent
semantics!
All doable because of
consistent
(and not so scary)
semantics!
Schema.org
Content
model
Structure
Taxonomy
Linked Data
Metadata
Component
Content

54. @nozurbinaWhat you should do now
Do omnichannel
readiness review
(people, process, platform,
positioning)
Consider the
metrics & KPIs
Build detailed,
multi-context
journeys/stories
Audit the current
state
Establish feasible,
conservative
scope
Model &
implement Min.
Viable Prototype

55. Redmond,WA, USA Microsoft HQ May 18-19 (2 days)
Minneapolis, USA Confab Central May 20
Aix-en-Provence, France Componize May 27-28 (2 days)
Your offices…? Contact us!
Contact us to discuss free participation for some of your staff in exchange for
hosting an open workshop in your facilities.
bit.ly/uc-events
WORKSHOP
Adaptive content modelling
for omnichannel
Thank you!
(Q&A?)

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