A Practical Guide To Getting Started

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  • Agenda Business models in media are changing (the way people distribute and monetize content). Different customers are moving at very different paces. We are providing tools and a platform that help them migrate their business models at a pace that is right for them, to help companies conform to those business models, as well as changes in consumer behavior, etc. We are also enabling new types of business models altogether like advertising through AMP, higher CPM’s, marrying metadata with advertising, etc. Unlike others, we don’t compete with them. Cross media publishing is huge; print magazines are moving to the web and want to do video and interactivity, for example, and Adobe is the only company that provides an end to end solution for cross-media workflows and helps these customers leverage and move their content. Other content - Democratization of content - Championing the user experience is in Adobe’s DNA - Leverage multiple proof points (Viacom/MTV was just one example) Flash video leadership Messaging: Flash is mature, fast, everywhere Adobe has a long history, more than 10 years, of distributing Flash across operating systems Flash Player is installed in over 99% percent of Internet-enabled desktops worldwide and on over 300 million devices Flash Player 9 was installed in over 90% of connected PC’s in just the 1st year of its release – as a result, Adobe is able to “update the web” in under a year Adobe Flash Player 9 now includes H.264 standard video support, the same standard deployed in Blu-Ray® and HD-DVD® high definition video players, and High Efficiency AAC (HE-AAC) audio capabilities. 76% of broadcasters who stream video on the Web use Flash Adobe provides a seamless video creation to playback solution that allows creatives and developers to produce rich-media once and then deploy that content across the widest array of distribution and playback environments As the world's most pervasive software platform, Flash Player can be used to view both live and on-demand media or entertainment on sites such as CBS, NBC, FoxNews Digital, PBS, MTV Networks, BBC and Hulu. The technology also powers the video capabilities of popular social networking sites including YouTube and MySpace. Video sound bites As a video technology Flash is everywhere. While Microsoft has paid for some high profile partnerships for Silverlight with broadcasters and content owners, over 75 percent of broadcasters who stream video on the web use Flash. And the technology is behind social networking powerhouses, YouTube and MySpace. Flash frees content owners from the tyranny of a Windows-only approach and from proprietary media platforms that allow for no flexibility in how assets, such as video, are delivered to the public. With Flash, consumers now have access to their favorite shows direct from the broadcaster - with no middleman adding cost and complexity in between. The bar continues to rise for high quality video on the web and there is continuous effort to balance the best quality with efficient bandwith use. Adobe’s support for HD video in Flash – using the industry standard H.264 codec - improves performance that increases the already excellent quality of video in Flash Player. Adobe is the leader in Web video and enables the next generation of television. Adobe is having the same kind of impact on video that we’ve had on desktop publishing and digital imaging. Since switching to Flash Player compatible video, the BBC's iPlayer website received 8 times more visitors than its Windows-only predecessor
  • A key indicator of these changes is the explosive growth of online video. Adobe is the leader in Web video and enables the next generation of television. Adobe is having the same kind of impact on video that we’ve had on desktop publishing and digital imaging. As a video delivery platform, Flash is mature, fast, and everywhere. Flash frees content owners from the tyranny of a Windows-only approach and from proprietary media platforms that allow for no flexibility in how assets, such as video, are delivered to the public. With Flash, consumers now have access to their favorite shows direct from the broadcaster - with no middleman adding cost and complexity in between. The bar continues to rise for high quality video on the web and there is continuous effort to balance the best quality with efficient bandwidth use. Adobe’s support for HD video in Flash – using the industry standard H.264 codec - improves performance that increases the already excellent quality of video in Flash Player. Other key Flash data points, if needed: Adobe has a long history, more than 10 years, of distributing Flash across operating systems Flash Player is installed in over 99% percent of Internet-enabled desktops worldwide and on over 300 million devices Flash Player 9 was installed in over 90% of connected PC’s in just the 1st year of its release – as a result, Adobe is able to “update the web” in under a year
  • A Practical Guide To Getting Started

    1. 1. A Practical Guide To Getting Started With Blogs Duane Nickull Sr. Technology Evangelist Adobe Systems
    2. 2. Speaker bio - Duane Nickull <ul><li>Current </li></ul><ul><ul><li>Chair - OASIS SOA Reference Model Technical Committee (OASIS Standard as of 2006) </li></ul></ul><ul><ul><li>Community Member (Planning Committee) - Ontolog Forum </li></ul></ul><ul><ul><li>Contributor - OASIS SOA Reference Architecture Technical Committee </li></ul></ul><ul><ul><li>Contributor - OASIS Service Component Architecture Technical Committee </li></ul></ul><ul><li>Past: </li></ul><ul><ul><li>Contributor/architect - W3C Web Services Architecture </li></ul></ul><ul><ul><li>Chief Architect/Chair - United Nations CEFACT Technical Architecture (SOA) </li></ul></ul><ul><ul><li>Chair - OASIS eBusiness SOA Technical Committee </li></ul></ul><ul><ul><li>Chief Architect - ebXML Technical Architecture (first major SOA) </li></ul></ul><ul><ul><li>Co-inventor - GoXML Contextual XML Search (51 unique patent points) </li></ul></ul><ul><ul><li>Co-Inventor - XML Commerce Pro (1997 ) first fully XML commerce engine </li></ul></ul><ul><li>Author (books, white papers, technical articles) </li></ul><ul><li>Speaker (Conferences, Universities …) </li></ul><ul><li>My Band http://www.myspace.com/22ndcentury </li></ul><ul><li>My TV show – Duane’s World on http://tv.adobe.com </li></ul>
    3. 3. <ul><li>A Practical Guide To Getting Started </li></ul><ul><li>With Blogs </li></ul><ul><li>• Step by step guide to setting a blog </li></ul><ul><li>• What, where and how? </li></ul><ul><li>• Behaving in the space </li></ul>
    4. 4. Blogging – Intro <ul><li>Represents patterns of subscribe-push, collaboration and small things, loosely coupled (ref: Web 2.0 Patterns). </li></ul><ul><li>Short for weB-LOG (web based log). </li></ul><ul><li>Represents efficient communication. </li></ul><ul><li>Survey: </li></ul><ul><ul><li>How many of you blog? </li></ul></ul><ul><ul><li>Does it make you social? </li></ul></ul>
    5. 5. Is the new web social? “ Anti-Social” - courtesy of Anthrax.
    6. 6. So who is blogging? <ul><li>Every industry, vertical, type of organization </li></ul><ul><li>Why? </li></ul><ul><li>Why would you want to create more communication? </li></ul><ul><li>Stats: </li></ul><ul><li>The web features more than 200,000,000 blogs </li></ul><ul><li>• 73% of active internet users have read blogs </li></ul><ul><li>• 45% of internet users have started blogs </li></ul><ul><li>• 39% of internet users subscribe to RSS feeds </li></ul>
    7. 7. Example 1 <ul><li>http://www.noroblog.com/2008/05/articles/norovirus-outbreaks/more-than-70-catch-norovirus-at-javaone/ </li></ul>
    8. 8. Example 2 http://www.redmonk.com/jgovernor/2008/05/27/on-blogging-ar-adobe-getting-it-david-mendels-and-rich-internet-apps-how-we-live-now/
    9. 9. Quote <ul><li>“ Is it too circular to comment on a blog posting about me commenting on blog postings? -;)” </li></ul><ul><li>David Mendels, Sr. VP – Adobe Systems </li></ul>
    10. 10. Getting your blog Started <ul><li>Requires some forethought </li></ul><ul><li>First step is to define goals. </li></ul><ul><li>Budget? </li></ul><ul><li>Team blog or individual? </li></ul><ul><li>IPR? </li></ul><ul><ul><li>Who owns what you publish (employee IP agreements) </li></ul></ul><ul><ul><li>Who do you speak for and what type of content? </li></ul></ul><ul><ul><li>Does your company/org have a legal or other policy for blogging? </li></ul></ul><ul><li>Takeaway: Look before you leap! </li></ul>
    11. 11. Step 1: Goals? <ul><li>What is the goal of your blog? </li></ul><ul><ul><li>New line of communication or merely pushing marketing messages? </li></ul></ul><ul><ul><li>Making Money? </li></ul></ul><ul><ul><li>What is a “successful” user story? </li></ul></ul><ul><ul><li>Determines tools and platform requirements. </li></ul></ul><ul><li>How much time will you have to provide to blogging? </li></ul><ul><li>Takeaway: Consider taking a media training course! </li></ul>
    12. 12. Getting your blog started – Platforms? <ul><li>Platforms? </li></ul><ul><li>Should I use a free Blogger.com blog or get my own hosted blog on my own Domain? </li></ul><ul><li>Which Blog Platform is best? </li></ul><ul><li>What are the Pros and Cons of going with Typepad instead of WordPress as a blog platform? </li></ul><ul><li>Search engines – bias? </li></ul><ul><li>Should I start out on a free Blogging Platform and Upgrade later? </li></ul><ul><li>Takeaway: Start on a free platform, you can migrate later! </li></ul>
    13. 13. Platforms ranked by problogger.com readers
    14. 14. Features
    15. 15. Features – third party
    16. 16. Technical advice <ul><li>Beware of too many remote scripts running on your blog </li></ul><ul><ul><li>Can break alignment, layout in some browsers </li></ul></ul><ul><ul><li>Slows down render time </li></ul></ul><ul><li>Beware of remote content! </li></ul><ul><ul><li>Management over time can become troublesome. </li></ul></ul><ul><ul><li>Broken links are easy to introduce into your code </li></ul></ul><ul><ul><li>Try to keep stuff on one platform – utilize Server Side Processing when possible. </li></ul></ul>
    17. 17. Maximizing usefulness of your blog <ul><li>Consistency </li></ul><ul><ul><li>Publishing frequency </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Bias </li></ul></ul><ul><li>Can your blog help your employees? </li></ul><ul><ul><li>Act as another conduit? </li></ul></ul><ul><ul><li>Reduce their workloads? </li></ul></ul><ul><li>Takeaway: Look for patterns! </li></ul><ul><li>Example: </li></ul><ul><li>“ I don’t have time to discuss blogging, I am too busy answering customer inquiries” </li></ul>
    18. 18. Employee Acceptance <ul><li>Everyone on Board with Strategic Plan </li></ul><ul><ul><li>http://www.problogger.net/archives/2005/08/01/strategic-blogging-mission/ </li></ul></ul><ul><li>Value system * </li></ul><ul><ul><li>Golden rule: Words are cheap: what goes around comes around </li></ul></ul><ul><ul><li>Value others work when I build on it </li></ul></ul><ul><ul><li>Acknowledge all sources of content, inspiration (comes back tenfold) </li></ul></ul><ul><ul><li>Environment where everyone can have their say without ridicule, censorship </li></ul></ul><ul><ul><li>Respect the privacy of others (Private conversations, Contact details) </li></ul></ul><ul><ul><li>Publish only fact and will state if speculating </li></ul></ul><ul><ul><li>If I make a mistake I publicly acknowledge this/correct it </li></ul></ul><ul><ul><li>Always disclose conflicts of interest (points – analysts Redmonk) </li></ul></ul><ul><li>Takeaway: Employees/contributors motivated by integrity! </li></ul>Based on: http://www.problogger.net/archives/2005/08/02/strategic-blogging-values/
    19. 19. Measuring the Usefulness of your Blog <ul><li>Metrics: </li></ul><ul><ul><li>Ad revenue? </li></ul></ul><ul><ul><li>Articles read? </li></ul></ul><ul><ul><li>Syndication? </li></ul></ul><ul><ul><li>Community? </li></ul></ul><ul><li>Is your blog part of a process? </li></ul><ul><ul><li>First landing page for eCommerce (lawyer example) </li></ul></ul><ul><ul><li>Product information leading to purchase? </li></ul></ul><ul><ul><li>Guide to help resources? </li></ul></ul><ul><li>Takeaway: Have firm metrics in place BEFORE you start! </li></ul>
    20. 20. Measuring <ul><li>Blogspot - http://www.mybloglog.com/buzz/community/Technoracle/ </li></ul><ul><li>Technorati </li></ul>
    21. 21. Measuring – Google Adsense < script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;> </script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-XXXXXXX-2&quot;; urcGet yourhinTracker(); </script> Daily Report
    22. 22. Reactions? <ul><li>Monitor, monitor monitor </li></ul><ul><li>I got a bad deal, but… </li></ul><ul><li>They got really Rheem™ed in the end!!! </li></ul><ul><li>Do we need blogger “Code of Ethics”? </li></ul>
    23. 23. A picture is worth 1,000 posts? <ul><li>Add your photos (or logos) to your blog. </li></ul><ul><li>Why? </li></ul><ul><ul><li>Humanizes the experience </li></ul></ul><ul><ul><li>Audience identifies with you </li></ul></ul>???
    24. 24. Cultural issues – correct your mistakes! <ul><li>Case study: </li></ul><ul><li>http://technoracle.blogspot.com/2008/02/microsoft-faces-third-eu-probe-over.html </li></ul><ul><li>I got an internal email asking me to quickly make a blog post. It contained text word for word from Andy Updegrove. </li></ul><ul><li>Solution: promptly, publicly apologize, recognize the contributions and work of others and correct the statements with proper attribution. </li></ul><ul><li>Takeaway: Make sure you have a process in place that prevents mistakes! </li></ul>
    25. 25. Cultural issue – don’t just create <ul><li>Consume too. </li></ul><ul><li>Make sure you are informed </li></ul><ul><li>Don’t drink and blog! </li></ul><ul><li>Case Study – Maintaining a Good Ratio: </li></ul><ul><ul><li>http://technoracle.blogspot.com/search?q=nti </li></ul></ul><ul><li>Takeaway: Create in ratio to consumption. Uphold your Nti! </li></ul>
    26. 26. The Future <ul><li>Where is this going? </li></ul>
    27. 27. Cable TV 1982
    28. 28. Cable TV 2007 2008
    29. 29. SHIfT happens! 9 billion video clips 75% US Internet users watch videos online 181 minutes per viewer per month 68 clips per month 134 million internet users watched
    30. 30. Video Blogging….. Speaker | Company Duane’sWorldTV.com ”Wer nicht fragt, bleibt dumm!”
    31. 31. Vancouver International Airport
    32. 32. Watched over 100,000 times on Youtube, AOL Video, Vblogs, et al.
    33. 33. It is here today!
    34. 34. <ul><li>So what are you going to do? </li></ul>
    35. 35. Thank you!

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