www.nstein.com the accidental publisher best practices from the savviest online media companies...
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www.nstein.com
The Accidental PublisherBest practices from the
savviest online media companies
Diane Burley Industry Specialist
Nstein Technologies
2009-10 Business Objectives
Gilbane Research, 2009
Inbound Overload: Lexis-Nexis study
50% - “technology = too much multi-tasking Ave. time using technology applications: 15.9 hours a
day;• Boomers 10.3• Gen Xers 22.9
“Boomers need to acknowledge that a technology gap among generations exists, and …must find ways to
maximize productivity by implementing effective workflow solutions & integrated resources that
address the challenges…”-- Mark Walsh, CEO of LexisNexis U.S. Legal Markets
Challenge With Finding
Nomenclature not standard Search returns nothing Search returns too much No search available Don’t know what to look for
‘Siemens doesn’t know what Siemens knows’
-- CMO Siemens
The Information Economy
24-hour information cycle Geographic trading borders blur/disappear 24-hour content on-demand Multiple channels
Round-the-Clock Knowledge Management
IntranetsSocial MediaMobileEmailPresentationsWeb
ColleaguesCustomersPartnersMediaAnalystsInvestors
Borrowing from Publishers’ Toolbox
Semantic analysis/semantic metadata Integrated Content Operations Rules-based asset management systems Normalized content/XML Multi-channel WCM Social Media Management
35% of CMOs said integrating marketing operations #1 priority for 2010
-- The CMO Club
Reader’s Digest
Needed to find “blurbs” of 100 words or less from 80 year collection of information distributed over hundreds of repositories
Prior to automation:
8 people/2 weeks/28 assets located After automation:
4 people/1 weeks/200-300 assets located
Automation business enabled Reader’s Digest
Condé Nast
Needed to reduce staff hours spent researching past issues -- to produce new ones:
Created centralized Media Hub Converted all archived titles from PDF to XML Semantically analyzed content Tagged all images by Model, Wardrobe, Colors, Dates
Cut 2 days from every production cycle for each title
Daily Tabloid Newspaper
More than 50,000 images a day are submitted to paper. Because nothing can be found, editors often license photos from stock houses
Created centralized Picture Desk All photos submit through Picture Desk Suppliers caption images – using wizard prompts on
colors, time of day, subjects Semantically enriched
Eliminated millions of days in expenses in 1st year.
Increase Traffic – search engine friendly tips
WCM should create static pages Allow canonization of urls Allow deep linking Allow keyword density Custom page title tags & description
La Dépêche increased traffic from 130k/mo >2m/mo; eliminated its keyword ad buy.
How Publishers Do It …
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A centralized system: The Hub
Automatically ingests, converts to XML & enriches w/metadata
Creates thumbnails. Content sent to multi channels
K4
Web
News-letters
FTP
SocialMedia
HTML
PPTs
Emails
Enables repurposing Easily
Blogs
UGC
Semantic Enrichment
XML
Creating An Asset
Creating An Asset
Semantic Enrichment
Semantic Enrichment
Faceted Site Search for Engagement
Guided by Facets
Faceted Site Search for Engagement
Guided by Facets
Faceted Site Search for Engagement
Guided by Facets
Intelligent Dashboards
Putting the Pieces Together
Products and technologies