improving web content management with semantic technologiesaflux.in/files/websemantica_globo.pdf ·...

CONTENT MANAGEMENT WITH SEMANTIC TECHNOLOGIES

globo.comFernando Carolo and Leonardo Burlamaqui

IMPROVING WEB

WHO WE ARELeading Brazilian Media Group

BROADCAST MOVIES PAY TV INTERNET

EVENTS MUSIC

PUBLISHING

NEW VENTURES NEWSPAPERRADIO NETWORK

Multi-brand, diversified media company

64% audience reach in Brazil*

31.2MM

unique visitors/month*

* source: comScore, 04/11

Intelligence / strategy

Product design & development

Tools and infra-structure

Lab / startups

TECHNOLOGY AND SERVICE PROVIDER FOR THE GROUP

HOW IT STARTED

Web sites cover the same subjects with

DIFFERENT POINTS OF VIEW

E.G. Romário de Souza Faria

globoesporte.comFormer soccer player and coach

Representative forthe state of Rio de Janeiro

Celebrity

How to cross-link all content about Romário?

Are different sites covering the same story?

Are semantic technologies useful for this?

WHAT WE DID

Annotation tool

Ontology design

R&D project started in January ‘09

Annotation tool

Embedded into our existing CMSs

Web CMS (based on Django)

Video publishing system (developed in-house)

Blogs (based on WordPress)

Common UX for content producers

Interface adapts itself to ontology

Annotations stored in triple store

Interface follows the ontology

Fields

Search ranges

Suggest as you type

Automatic concept extraction

Ontology Design

Information architects turned into ontology engineers, work with domain experts

One team designs upper ontology / provides training

More design, less software development

Unified Foundational Ontology (UFO)(1)(2)(3)(4) used for conceptual models

Common methodology keeps everyone aligned

Modeling framework for ontologies

Serves as lingua franca for ontology engineers

Rigid

Non-sortal

Rigid

Sortal

Anti-rigid

Sortal

Rigid

Sortal

Upper ontology

Sports ontology News ontology

EXAMPLES

GENERAL ELECTIONS OCTOBER ’10

NEWS

BUSINESS AND HEALTH

Topic pages for candidates, parties and states

Companies and stock markets, supplemented with real-time information

Medical specialties and wellness topics

SWITCH FROM SECTIONS TO CONCEPTS

SPORTS

CROSS-LINKS BETWEEN NEWS SITE AND TV PROPERTIES

Leagues, teams, players, matches

globoesporte.com

benefits

New ways to organize content / find related material

Explicit relationships / derived from content / reasoning

Up to date topic pages with little editorial effort

Seamless navigation leading users into flow state

to do

External references for content producers (e.g., DBpedia)

NLP tools for concept extraction

Linked Open Data

RDFa

TAKE OUTS

Collaborative ontology design using UFO

Reusable, intelligent code base

Common user interface for content producers

Annotate once, present everywhere

Seamless, immersive user experience

(1) Guizzardi, G. “Ontological Foundations for Structural Conceptual Models”, Telematica Instituut Fundamental Research Series No. 15. The Netherlands: Universal Press, ISBN 90-75176-81-3, 2005.

(2) Guizzardi, G.; Wagner, G. “Using the Unified Foundational Ontology (UFO) as a Foundation for General Conceptual Modeling Languages”. In: Theory and Application of Ontology. Berlim: Springer-Verlag, 2010.

(3) Baumman, B. “Prying Apart Semantics and Implementation: Generating XML Schemata Directly from Ontologically Sound Conceptual Models”. In: Proceedings of Balisage: The Markup Conference. Montreal, 2009.

(4) Guizzardi, G.; Falbo, R. A.; Guizzardi, R. S. S. “Grounding Software Domain Ontologies in the Unified Foundational Ontology (UFO): The Case of the ODE Software Process Ontology”. 11th Iberoamerican Conference on Software Engineering; Recife, Brazil, 2008.

references

globo.com

FERNANDO CAROLOcarolo@corp.globo.com

LEONARDO BURLAMAQUIleonardo.burlamaqui@corp.globo.com