1Multi Platform PublishingTBEX Toronto, June 2013
2Questions? tweet @searchmartinA really quick introduction:Martin MacDonaldInbound Marketing Director, Expedia EANGet in T...
3Questions? tweet @searchmartinSEO experience
4Questions? tweet @searchmartinBut you don‟t careabout that right?
5Questions? tweet @searchmartinI‟m also a „frequent‟ travellerOver 250 cities,30 countries,3 continents.
6Questions? tweet @searchmartinI haven‟t had adip in theSouthern Ocean..But I have donethe rest.
7Questions? tweet @searchmartinMulti PlatformPublishing
8Questions? tweet @searchmartinHow many people actively optimize theirusers experience for these devices??
9Questions? tweet @searchmartinLaptops / desktops
10Questions? tweet @searchmartinTablets
11Questions? tweet @searchmartinSmartphones
12Questions? tweet @searchmartinKindles
13Questions? tweet @searchmartinNintendo DS
14Questions? tweet @searchmartinSmart TVs
15Questions? tweet @searchmartinRefrigerators
16Questions? tweet @searchmartinCars
17Questions? tweet @searchmartinWatches
18Questions? tweet @searchmartinDigital Signage
19Questions? tweet @searchmartinGoogle Glass
20Questions? tweet @searchmartinThe way we connect is changing
21Questions? tweet @searchmartin
22Questions? tweet @searchmartin
23Questions? tweet @searchmartin
24Questions? tweet @searchmartinMy point is:We spend more and more time surfing the web on “other”devices, whether they be...
25Questions? tweet @searchmartinLets talk aboutbrowsers for a minute
26Questions? tweet @searchmartinHow many can you name?Every web browsermay be slightlydifferent – varyingresolutions, rest...
27Questions? tweet @searchmartinHow many can you name?367 differentbrowsersregisteredover a 90 dayperiod!
28Questions? tweet @searchmartinSo what CMSdo you use?
29Questions? tweet @searchmartinGet your site right first, the basics:• Installed by millions of users,• highly active com...
30Questions? tweet @searchmartinThe clear winner. To me anyway.The default choice CMS for web publishing:
31Questions? tweet @searchmartinHow a CMS Works
32Questions? tweet @searchmartinHow a CMS Works
33Questions? tweet @searchmartinHow a CMS WorksThe Desktop Web
34Questions? tweet @searchmartinHow a CMS WorksThe Desktop Web
35Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile Web
36Questions? tweet @searchmartinTHIS IS NOT CROSSPLATFORM PUBLISHING.
37Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile Web
38Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile WebThis bit is the CMS
39Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile WebThis bit is the CMSAll this is the presentatio...
40Questions? tweet @searchmartinTHIS IS CROSSPLATFORM PUBLISHING.
41Questions? tweet @searchmartinHow frictionless cross platform publishing worksDesktop WebMobile WebTrue cross platform p...
42Questions? tweet @searchmartinWhat do we needto achieve this?
43Questions? tweet @searchmartinMetadatalots and lots of metadata!&Late binding content
44Questions? tweet @searchmartinMetadataThink of it as a rigid structure for your content
45Questions? tweet @searchmartinMetadata – you are already familiar with a lot of it:
46Questions? tweet @searchmartinMetadata – the press has used it for hundreds of yearsBannerSub-HeadBylineCutlineSidebar
47Questions? tweet @searchmartinLooks like a newspaper now huh?
48Questions? tweet @searchmartinEvery page element should be deconstructed
49Questions? tweet @searchmartinEarly vs Late binding - in content
50Questions? tweet @searchmartinLate Binding Content – CMS Requirements
51Questions? tweet @searchmartinThe CMS is the most under-optimized part of your business.
52Questions? tweet @searchmartinThe CMS is the most under-optimized part of your business.It’s the part that YOU spendmost...
53Questions? tweet @searchmartinBut what can I do to get started already?
54Questions? tweet @searchmartinAssumption:
55Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:1:
56Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:2:
57Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:3:
58Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:4:
59Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:5:
60Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:6:
61Questions? tweet @searchmartinBut this isn‟tcross platformis it?
62Questions? tweet @searchmartinBut this isn‟t cross platform is it?NO(but its important to get the basics right)
63Questions? tweet @searchmartinSo how can I start with Xplatform today?Main blogSocialMediaNicheSitesCuratorsNativeAppsCo...
64Questions? tweet @searchmartinSocial MediaWe all know these right?
65Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughtFacebook OpenGraph Metatagshttps://dev...
66Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughthttps://dev.twitter.com/docs/cardsTwit...
67Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughtGoogle Plus Metatagshttps://developers...
68Questions? tweet @searchmartinBut there are thousands of “social networks”
69Questions? tweet @searchmartinPush your content in aplatform modified formatwherever your audience spends time.
70Questions? tweet @searchmartinBenefits to X-Publishing on Social Media:• Increased audience & reach• Improved follower c...
71Questions? tweet @searchmartinNiche Sites - TripTease
72Questions? tweet @searchmartinNiche Sites - HaikuDeck
73Questions? tweet @searchmartinNiche Sites - SlideShare
74Questions? tweet @searchmartinCuratorsThere arethousands ofcurationpossibilities– ranging fromnewspapers andmagazines, t...
75Questions? tweet @searchmartinCurators – outbounding.org (beta)
76Questions? tweet @searchmartinNative AppsNative mobile appsusing WordPress data
77Questions? tweet @searchmartinNative iOS / WordPress bridge - WpApp
78Questions? tweet @searchmartinNative iOS / WordPress bridge - WpApp
79Questions? tweet @searchmartinReal Xplatform is coming very soon!
80Questions? tweet @searchmartinReal Xplatform is coming very soon!
81Questions? tweet @searchmartinReal Xplatform is coming very soon!BE READY
82Questions? tweet @searchmartinNEWSFLASH!
83Questions? tweet @searchmartinBLOGGERS:You aren‟t in the business of “blogging”.You‟re in the business of“content produc...
84Questions? tweet @searchmartinBLOGGERS:Make sure you have a presence whereyour audience is!
85Questions? tweet @searchmartinThank you!Get in Touch!Twitter: @searchmartinLinkedin: uk.linkedin.com/in/mogmartinEmail: ...
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Tbex toronto

  1. 1. 1Multi Platform PublishingTBEX Toronto, June 2013
  2. 2. 2Questions? tweet @searchmartinA really quick introduction:Martin MacDonaldInbound Marketing Director, Expedia EANGet in Touch:Twitter: @searchmartinEmail: mmacdonald@expedia.comLinkedIn: uk.linkedin.com/in/mogmartin
  3. 3. 3Questions? tweet @searchmartinSEO experience
  4. 4. 4Questions? tweet @searchmartinBut you don‟t careabout that right?
  5. 5. 5Questions? tweet @searchmartinI‟m also a „frequent‟ travellerOver 250 cities,30 countries,3 continents.
  6. 6. 6Questions? tweet @searchmartinI haven‟t had adip in theSouthern Ocean..But I have donethe rest.
  7. 7. 7Questions? tweet @searchmartinMulti PlatformPublishing
  8. 8. 8Questions? tweet @searchmartinHow many people actively optimize theirusers experience for these devices??
  9. 9. 9Questions? tweet @searchmartinLaptops / desktops
  10. 10. 10Questions? tweet @searchmartinTablets
  11. 11. 11Questions? tweet @searchmartinSmartphones
  12. 12. 12Questions? tweet @searchmartinKindles
  13. 13. 13Questions? tweet @searchmartinNintendo DS
  14. 14. 14Questions? tweet @searchmartinSmart TVs
  15. 15. 15Questions? tweet @searchmartinRefrigerators
  16. 16. 16Questions? tweet @searchmartinCars
  17. 17. 17Questions? tweet @searchmartinWatches
  18. 18. 18Questions? tweet @searchmartinDigital Signage
  19. 19. 19Questions? tweet @searchmartinGoogle Glass
  20. 20. 20Questions? tweet @searchmartinThe way we connect is changing
  21. 21. 21Questions? tweet @searchmartin
  22. 22. 22Questions? tweet @searchmartin
  23. 23. 23Questions? tweet @searchmartin
  24. 24. 24Questions? tweet @searchmartinMy point is:We spend more and more time surfing the web on “other”devices, whether they be iPads, smartphones or microwaves.In the BRIC nations (Brazil, Russia, India & China) mobile isabove 50%!
  25. 25. 25Questions? tweet @searchmartinLets talk aboutbrowsers for a minute
  26. 26. 26Questions? tweet @searchmartinHow many can you name?Every web browsermay be slightlydifferent – varyingresolutions, restrictions, renderingengines, CSSinterpretation etc.
  27. 27. 27Questions? tweet @searchmartinHow many can you name?367 differentbrowsersregisteredover a 90 dayperiod!
  28. 28. 28Questions? tweet @searchmartinSo what CMSdo you use?
  29. 29. 29Questions? tweet @searchmartinGet your site right first, the basics:• Installed by millions of users,• highly active communities,• hundreds of thousands of pre-built plugins• Incredible theme choice• Easy to install, update and maintain• Relatively* low resource overheads
  30. 30. 30Questions? tweet @searchmartinThe clear winner. To me anyway.The default choice CMS for web publishing:
  31. 31. 31Questions? tweet @searchmartinHow a CMS Works
  32. 32. 32Questions? tweet @searchmartinHow a CMS Works
  33. 33. 33Questions? tweet @searchmartinHow a CMS WorksThe Desktop Web
  34. 34. 34Questions? tweet @searchmartinHow a CMS WorksThe Desktop Web
  35. 35. 35Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile Web
  36. 36. 36Questions? tweet @searchmartinTHIS IS NOT CROSSPLATFORM PUBLISHING.
  37. 37. 37Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile Web
  38. 38. 38Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile WebThis bit is the CMS
  39. 39. 39Questions? tweet @searchmartinHow a CMS WorksThe Desktop WebThe Mobile WebThis bit is the CMSAll this is the presentation layer
  40. 40. 40Questions? tweet @searchmartinTHIS IS CROSSPLATFORM PUBLISHING.
  41. 41. 41Questions? tweet @searchmartinHow frictionless cross platform publishing worksDesktop WebMobile WebTrue cross platform publishinginvolves using your content inagile formats to produce thebest possible user experienceon any given device.
  42. 42. 42Questions? tweet @searchmartinWhat do we needto achieve this?
  43. 43. 43Questions? tweet @searchmartinMetadatalots and lots of metadata!&Late binding content
  44. 44. 44Questions? tweet @searchmartinMetadataThink of it as a rigid structure for your content
  45. 45. 45Questions? tweet @searchmartinMetadata – you are already familiar with a lot of it:
  46. 46. 46Questions? tweet @searchmartinMetadata – the press has used it for hundreds of yearsBannerSub-HeadBylineCutlineSidebar
  47. 47. 47Questions? tweet @searchmartinLooks like a newspaper now huh?
  48. 48. 48Questions? tweet @searchmartinEvery page element should be deconstructed
  49. 49. 49Questions? tweet @searchmartinEarly vs Late binding - in content
  50. 50. 50Questions? tweet @searchmartinLate Binding Content – CMS Requirements
  51. 51. 51Questions? tweet @searchmartinThe CMS is the most under-optimized part of your business.
  52. 52. 52Questions? tweet @searchmartinThe CMS is the most under-optimized part of your business.It’s the part that YOU spendmost time in.
  53. 53. 53Questions? tweet @searchmartinBut what can I do to get started already?
  54. 54. 54Questions? tweet @searchmartinAssumption:
  55. 55. 55Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:1:
  56. 56. 56Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:2:
  57. 57. 57Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:3:
  58. 58. 58Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:4:
  59. 59. 59Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:5:
  60. 60. 60Questions? tweet @searchmartinWordpress Default PluginsThese plugins should be considered DEFAULT installations:6:
  61. 61. 61Questions? tweet @searchmartinBut this isn‟tcross platformis it?
  62. 62. 62Questions? tweet @searchmartinBut this isn‟t cross platform is it?NO(but its important to get the basics right)
  63. 63. 63Questions? tweet @searchmartinSo how can I start with Xplatform today?Main blogSocialMediaNicheSitesCuratorsNativeAppsContentHacks
  64. 64. 64Questions? tweet @searchmartinSocial MediaWe all know these right?
  65. 65. 65Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughtFacebook OpenGraph Metatagshttps://developers.facebook.com/docs/opengraph/howtos/maximizing-distribution-media-content/
  66. 66. 66Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughthttps://dev.twitter.com/docs/cardsTwitter Card Metatags
  67. 67. 67Questions? tweet @searchmartinWell, even for these you need some Xplatform thoughtGoogle Plus Metatagshttps://developers.google.com/+/web/snippet/
  68. 68. 68Questions? tweet @searchmartinBut there are thousands of “social networks”
  69. 69. 69Questions? tweet @searchmartinPush your content in aplatform modified formatwherever your audience spends time.
  70. 70. 70Questions? tweet @searchmartinBenefits to X-Publishing on Social Media:• Increased audience & reach• Improved follower count and social authority• Viral magnification effect• Faster indexing by search engines• Higher likelihood of acquiring organic links
  71. 71. 71Questions? tweet @searchmartinNiche Sites - TripTease
  72. 72. 72Questions? tweet @searchmartinNiche Sites - HaikuDeck
  73. 73. 73Questions? tweet @searchmartinNiche Sites - SlideShare
  74. 74. 74Questions? tweet @searchmartinCuratorsThere arethousands ofcurationpossibilities– ranging fromnewspapers andmagazines, totraditional curationhubs such as Digg.
  75. 75. 75Questions? tweet @searchmartinCurators – outbounding.org (beta)
  76. 76. 76Questions? tweet @searchmartinNative AppsNative mobile appsusing WordPress data
  77. 77. 77Questions? tweet @searchmartinNative iOS / WordPress bridge - WpApp
  78. 78. 78Questions? tweet @searchmartinNative iOS / WordPress bridge - WpApp
  79. 79. 79Questions? tweet @searchmartinReal Xplatform is coming very soon!
  80. 80. 80Questions? tweet @searchmartinReal Xplatform is coming very soon!
  81. 81. 81Questions? tweet @searchmartinReal Xplatform is coming very soon!BE READY
  82. 82. 82Questions? tweet @searchmartinNEWSFLASH!
  83. 83. 83Questions? tweet @searchmartinBLOGGERS:You aren‟t in the business of “blogging”.You‟re in the business of“content production”.
  84. 84. 84Questions? tweet @searchmartinBLOGGERS:Make sure you have a presence whereyour audience is!
  85. 85. 85Questions? tweet @searchmartinThank you!Get in Touch!Twitter: @searchmartinLinkedin: uk.linkedin.com/in/mogmartinEmail: mmacdonald@expedia.com
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