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The Accidental Publisher

The Accidental Publisher. Best 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

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The Accidental Publisher

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  1. The Accidental Publisher Best practices from the savviest online media companies Diane Burley Industry SpecialistNstein Technologies

  2. 2009-10 Business Objectives Gilbane Research, 2009

  3. 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

  4. 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

  5. The Information Economy • 24-hour information cycle • Geographic trading borders blur/disappear • 24-hour content on-demand • Multiple channels Information Demand Information Output Colleagues Customers Partners Media Analysts Investors Intranets Social Media Mobile Email Presentations Web Round-the-Clock Knowledge Management

  6. 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

  7. 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

  8. 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

  9. 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.

  10. 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.

  11. How Publishers Do It … Emails Blogs Web FTP K4 XML News-letters UGC SocialMedia HTML PDF Semantic Enrichment PPTs Enables repurposing Easily A centralized system: The Hub Automatically ingests, converts to XML & enriches w/metadata Creates thumbnails. Content sent to multi channels

  12. Creating An Asset

  13. Creating An Asset

  14. Semantic Enrichment

  15. Semantic Enrichment

  16. Faceted Site Search for Engagement Guided by Facets

  17. Faceted Site Search for Engagement Guided by Facets

  18. Faceted Site Search for Engagement Guided by Facets

  19. Intelligent Dashboards

  20. Putting the Pieces Together

  21. Products and technologies

  22. Thank you! For more information: Diane Burley Diane.Burley@nstein.com 732-239-1781

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