1. The value of Structured Data in Content Management Systems www.webnodes.com Ole Gulbrandsen CTO Webnodes ole@webnodes.com GILBANE CONFERENCE Boston - 2012

2. The key goals of your website 1. Capture new customers 2. Engage your customers 3. Retain visitors and inspire loyalty

3. «Structured Data»?

4. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert. John works lives in the UK. He is an engineer and works for Nike. He was 42 years old in 2011. Margareth works in Spain. She likes rowing. She works for Nike too and is a financial analyst. Ronald works for Nike too, but i Norway. He is a shop assistant. His hobby is cycling. Bert is a cleaner from United Kingdom. He loves painting, and works in Hewlet Packard. Sofie likes antiques and lives in Australia where she works for the same company as Bert. Margareth is five years older than John. Ronald is 30 and 3 years older than Bert.

5. NamePositionAgeInterestCountryCompany JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike

6. NamePositionAgeInterestCountryCompany JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike JohnEngineer42 yearsCyclingUSNike MargaretAnalystBorn 1969RowingSpainNike RonaldEngineer34 yearsCyclingUKHP BertCleaner28 yearsPaintingAustraliaHP SofiaAccountantBorn 12/79AntiquesUSNike

7. NamePositionBirthInterestCountryCompany JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike

8. NamePositionBirthInterestCountryCompany JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike JohnEngineer01.02.1969CyclingUSNike MargaretAnalyst03.02.1969RowingSpainNike RonaldEngineer02.12.1975CyclingUKHP BertCleaner02.12.1971PaintingAustraliaHP SofiaAccountant02.12.1979AntiquesUSNike

10. «Structured data» in CMS systems?

11. Pages are Generated Views of the content “Manage content, not pages” TAG

12. How can Structured Data improve your CMS?

13. Topics Navigation Multichannel publishing Social collaboration E-commerce & BI Personalized content Web Applications SEO & Schema.org Integration and data sharing Semantic Web www.webnodes.com Ole Gulbrandsen – ole@webnodes.com

14. Explore Norway.com RaftingSkiingBikingWestEastOsloHamarBiking in HamarNorthSouthHiking Tree-based navigation Explore Norway.com WestEastOsloHamarRaftingSkiingBikingBiking in HamarHikingNorthSouth RegionCity Activity

15. Relation based navigation DEMO

16. Multichannel publication Different HTML Layouts for devices Different Data Formats for App frameworks in tablets & mobiles «One system» & «One data source» for all devices and all formats CMS

17. DEMO

19. Social collaboration Social data is a network of relations. If your Data Model support relations, you can model social graphs directly in your CMS and integrate it with your content.

20. Collaboration platform for – 2 500 schools + 4 mill users All data and functionality in one CMS Seamless integration of content and social data E-Commerce Unified access system on all content Multiple devices, Multiple formats Social collaboration Communicate, Collaborate, Connect

21. Search Engine Optimization

22. [Red] text [Image] 240x130px [Blue] text [Bold] text [H1] text [Black] text Without semantic tags

23. Price Product Image Phone Color Stock Status Product Name Product Name Currency With semantic tags

24. www.schema.org DEMO

25. Engage you customers TREND 1: Customers land directly on one of your product pages after searching for it in one of the search engines TREND 2: Customers use your search for navigating, not your menus and links Consequence for your website: Relation-based navigation Product recommendations Accurate and faceted search Seamless transition between menus and searching

27. Web Applications Business processes moves to the web Websites are becoming Web Applications Increased need for data integration and sharing -> All points to the need for Structured Data

28. web av data

31. Integration and Data Sharing through Data endpoints

32. «A protocol for sharing and updating structured data between applications.»

34. Ecobox project database OData Endpoint NORWEGIAN STATE HOUSING BANK GOVERMENTAL INITIATIVE ABOUT ENERGY EFFICIENT HEATING FURTHER CONNECTING TO 13 OTHER WEBSITES

35. Topics Navigation Multichannel publishing Social collaboration E-commerce & BI Personalized content Web Applications SEO & Schema.org Integration and data sharing Semantic Web www.webnodes.com Ole Gulbrandsen – ole@webnodes.com

36. Capture SEO / Rich snippets / Data sharing Engage Navigation / Richer clients / Search Retain Social collaboration / Personalized content / BI www.webnodes.com Ole Gulbrandsen – ole@webnodes.com