the 4 c’s of successful multimedia stephen masiclat director, graduate program in new media...
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The 4 C’s of successful multimedia
Stephen Masiclat
Director, Graduate Program in New Media Management
The S.I. Newhouse School of Public Communications
Syracuse University
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2Other titles I considered
• Multi-tagging for multimedia
• Optimizing multimedia for the web
• From Image to Web Object
• Flickr has fckd you
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3Meta-tagging. . . not so much
• The 4 C’s of successful online multimedia are▫ Context▫ Connection▫ Customer-centricity▫ Cheap cost
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4 Context means. . .
• . . . media are situated within a series of web structures▫ html or xml▫ served by databases▫ has a presence that is calculated
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5The technology of
online Context
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6meta data ≠ clear context • Images or video are separate and
distinct from the words that represent (or tag) them, and since semantic analysis is currently easier than image analysis, the words that count more.
• Renee Magritte began visual exploration of the distances between images, concepts and the words we associate with them. . .
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7
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8Things are even more
difficult now
• Problems like semantic distance and polysemy cloud the way we understand* pictures as web and contextualizing objects.
▫ understand=[organize, categorize, relate, describe, use, ascribe meaning(s)]
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9What’s in a word?
• Let’s develop a semantic map of a
word: green.
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10Green (apples)
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11Green (holiday)
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12Green is an
aphrodisiac (?)
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13(give me some) Green
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14
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15Green Light
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16(it’s not easy being)
Green
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17Green (architecture)
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18Green (energy)
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19Green (technology)
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20Green (party)
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21Green (policy)
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22
All these pictures are green
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23
A student-generated semantic
map of green
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24
green [G]=[n30, k51]
k max= 435
A student-generated
semantic map of green
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25A student-generated
semantic map of green
The map or graph of possible contexts fora word like green is toolarge to be accurate.Therefore, we layer onadditional data layerslike external page links
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26Green is tricky . . .
many words are
• So we measure other proximate data
(like well-structured text, captions
and meta-tags and inbound text links.
• Meta data alone won’t do it
• The degree of semantic correlation is
measured with statistical tools
similar to Cronbach’s a
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27
So we structure a good deal of text around the
media data <video>. . .
• Page <title>
• Meta data (keywords and
descriptors)
• Proximate text structured in
<table> and <div> and, in HTML5,
<figcaption><hgroup> and
<summary> tags
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28. . . and measure of
the semantic distances between terms
• High correlation with semantic
difference is taken to mean useful,
high-quality data.
• A large number of terms, repetition,
low correlation coefficients are signs
of low-quality data.
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29Context through SEO
No jargon!No excessive technical detailWords that your audience uses
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30
The second C.Connection. . . through
links. . .
• When people link to your video in a contextual way, it improves
your PageRank score.
• πT= π T (aS + (1-a) E)
▫ Wandering through several photography sites I found <a
href=“http://www.myphotosite.com/myNewsPhotoPageX.htm”
> a great photograph of Kermit the Frog.</a> It’s actually a
photo of a kermit toy, but the setting makes it a poignant. . .
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31
Connections
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32. . .and through
contextualized links• In addition, if many people link to
the page, add comments and link-backs, the page becomes a large* validated referrant.
• Do you remember the Google bomb?
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33Connected multimedia
is:
• Video people react to and comment
upon.
• Content people can freely use to help
make a point.
• Available for a long period of time
from a stable source (a permalink)—
it stays connected.
• A subset of your total online portfolio
or YouTube channel, photoblog or
flickr-type page.
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34
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35The 3rd C. Customer-
centric
• Communicators interested in communicating ensure people can get to the media in a sensible way. [Dervin]
• People get to media from sources they trust. [Pew]▫ They trust their friends▫ They look at the video their friends
recommend▫ They look at the video and stories
that are e-mailed to them
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36Customers have
gravity• Video travels best over social
networks or through trusted sources.
• People generally don’t look for video news, they assume it will come to them.
▫ —from Lee Raine, Director of the Pew Internet Project
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37People use news as a
social currency (1)
• 72% of Americans who follow the
news at least now and then say they
enjoy talking with friends, family, and
colleagues about what is happening
in the world
• 69% feel that keeping up with the
news is a social or civic obligation
• 50% say they rely on the people
around them to tell them when there
is news they need to know
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38People use news as a
social currency (2)
• 57% of internet users share links to
news stories
• 30% of internet users get news on
typical day through their SNS use
• 13% follow news organizations and
journalists on SNS
• 6% get news via Twitter feeds
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39
37% of internet users are news contributors /
disseminators
News participators
25
17
119
3
0
5
10
15
20
25
30
Comment onstories
Post links onSNS
Tag content Create news Create newstweets
% o
f in
tern
et
us
ers
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40
• Customer-centric, it turns out, means letting people post, re-tweet, point to and otherwise use the video stories you create.
• So how do you make a living?
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41The 4th C. Cheap
• The problem of realizing value for
work is systemic.
• The mass audience is gone, and with
it, the multiplicative power of mass
distribution.
• The audience that’s left is a large
collection of very small niche-interest
groups that are geographically
disparate.
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42You can’t rely on Chris
Anderson
• News isn’t amenable to long-tailed cost-recovery
• Freemium won’t work without a means of converting sporadic users into regular users with an up-sell path.
• You need the ability to pool content with other providers to create critical mass of content that can be shared and embedded. You need a content distribution network.
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43Can you rely on
yourselves?• Can NPPA develop a content distribution
network?
• It’s like AP, but allows regular people to syndicate content on social media sites, as well as online news organizations to syndicate to their sites.