How to develop an enterprise content syndication strategy Ruth Kaufman CM Pros Fall Summit November 26, 2007

The challenge Enterprises are embracing digital media to extend their brands, market their products, and build relationships with customers. Often, business units are empowered to explore and experiment with new forms of communication without a broad-based strategy or common platform. The result can be a divergent array of messages, brand signatures, technologies, processes, and metrics.

Enterprises are embracing digital media to extend their brands, market their products, and build relationships with customers.

Often, business units are empowered to explore and experiment with new forms of communication without a broad-based strategy or common platform.

The result can be a divergent array of messages, brand signatures, technologies, processes, and metrics.

Goals of this workshop Develop a level of competence and confidence for defining, clearly articulating, and implementing your company’s content syndication strategy and roadmap… … by working through concepts and methods Important concepts in syndication Questions you need to ask yourself and your stakeholders Steps to developing a roadmap At the end of this workshop, you should have a toolbox for creating a strategy and roadmap.

Develop a level of competence and confidence for defining, clearly articulating, and implementing your company’s content syndication strategy and roadmap…

… by working through concepts and methods

Important concepts in syndication

Questions you need to ask yourself and your stakeholders

Steps to developing a roadmap

At the end of this workshop, you should have a toolbox for creating a strategy and roadmap.

What is content syndication? (for the purpose of this discussion) It is: Content distribution outside the boundaries of your organization A repeatable process for content distribution Continuous, systematic content distribution RSS-enabled as well as traditional syndication It is not: Content sharing and re-use within your organization One-time media buying Cross-linking Search optimization

It is:

Content distribution outside the boundaries of your organization

A repeatable process for content distribution

Continuous, systematic content distribution

RSS-enabled as well as traditional syndication

It is not:

Content sharing and re-use within your organization

One-time media buying

Cross-linking

Search optimization

Why syndicate content? Reasons for a “2.0” world To reach a broader audience To extend your voice and brand To create a revenue stream To meet user expectations To be present at the edges of the network To enable your customers and partners 2.0 World Traditional Media

To reach a broader audience

To extend your voice and brand

To create a revenue stream

To meet user expectations

To be present at the edges of the network

To enable your customers and partners

Who syndicates content? Media companies (big media) Bloggers (small media) Corporations, organizations with a product or service to offer: Marketers, communicators Product groups Customer support groups Partner relations groups Almost anybody who invests in content

Media companies (big media)

Bloggers (small media)

Corporations, organizations with a product or service to offer:

Marketers, communicators

Product groups

Customer support groups

Partner relations groups

What types of content can be syndicated? News Product information Promotions, offers Program information Training, support content Event content Videos, podcasts Thought leadership, articles User-generated content Active content pipelines, not "create and forget" content.

News

Product information

Promotions, offers

Program information

Training, support content

Event content

Videos, podcasts

Thought leadership, articles

User-generated content

Basic business models for content creators and publishers Pay Media Ad Revenue Awareness, Branding, Drive to Web Customer Task Enablement Partner Enablement Reuters MarketWatch Business Model Publisher Example It's okay to let go of some control! Cognos The American Heritage Dictionary (via Answers.com) Kodak (via WebCollage)

Distribution and network concepts Point to point distribution: Point to cloud distribution: Aggregation: Syndication: Your particular model may look like a mess: 1 2 3 4 5 Point to network distribution:

Point to point distribution:

More concepts associated with syndication syndication distribution network sharing subscription aggregation normalization feeds XML, RSS, ATOM viral media

5 Myths of Syndication Syndication is automatic – just a flick of an RSS switch The content to be syndicated already exists The content that exists is born syndication-friendly Syndication is free Syndicated content can’t be measured

Syndication is automatic – just a flick of an RSS switch

The content to be syndicated already exists

The content that exists is born syndication-friendly

Syndication is free

Syndicated content can’t be measured

Roles in the syndication ecosystem Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes, subscribes to, shares content } } C: asset S A P open web open web } M: idea Most players wear several hats. U

A hypothetical syndication scenario Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes, subscribes to, shares content The communicator and content creator a product marketer for a manufacturer of tools. The marketer distributes do-it-yourself “how-to” articles to a content aggregator (e.g., Moreover, YellowBrix) … which, in turn, syndicates the content to… … publishers – home improvement web sites (e.g., doityourself.com) End users access the content through the publishers’ sites – directly or by subscribing to RSS feeds. They also bookmark useful articles with del.icio.us. The publishers can track the end-user’s activities on their site and report metrics back to the aggregator/ syndicator. The aggregator/syndicator can report distribution of content back to the content creator. metrics feedback loop 2 4 5 1 3 6

The communicator and content creator a product marketer for a manufacturer of tools.

The marketer distributes do-it-yourself “how-to” articles to a content aggregator (e.g., Moreover, YellowBrix)

… which, in turn, syndicates the content to…

… publishers – home improvement web sites (e.g., doityourself.com)

End users access the content through the publishers’ sites – directly or by subscribing to RSS feeds. They also bookmark useful articles with del.icio.us.

The publishers can track the end-user’s activities on their site and report metrics back to the aggregator/ syndicator. The aggregator/syndicator can report distribution of content back to the content creator.

Measurement Performance metrics How many people viewed your syndicated content? What was the ultimate reach of your content? How many people clicked through to your site? How many people subscribed to your feeds? How many people shared your content on a social media platform? Operational metrics How wide is the adoption of your syndication capabilities & program? Did you syndicate the volume of content that you intended to? Did the content that you syndicated meet editorial quality standards ? Can you consistently determine the ROI of your syndicated content?

Performance metrics

How many people viewed your syndicated content?

What was the ultimate reach of your content?

How many people clicked through to your site?

How many people subscribed to your feeds?

How many people shared your content on a social media platform?

Operational metrics

How wide is the adoption of your syndication capabilities & program?

Did you syndicate the volume of content that you intended to?

Did the content that you syndicated meet editorial quality standards ?

Can you consistently determine the ROI of your syndicated content?

Performance metrics:“zones” Content on your site Syndicated content from your RSS feeds Re-published Content (content is transformed) Metrics from: Coremetrics Omniture FeedBurner Pheedo, etc. Metrics from: vendors publishers BI from: Attirbutor eWatch Use the right tool for the job.

Metrics from:

Coremetrics

Omniture

FeedBurner

Pheedo, etc.

Metrics from:

vendors

publishers

BI from:

Attirbutor

eWatch

Anatomy of an enterprise content syndication strategy An enterprise content syndication strategy should identify the desired flow of information (target users/audiences -> messages/content -> networks) A roadmap should define the required capabilities to make that flow possible outline a set of initiatives for transformation define your management system ownership, governance, success metrics (the "what") (the "how")

An enterprise content syndication strategy should

identify the desired flow of information

(target users/audiences -> messages/content -> networks)

A roadmap should

define the required capabilities to make that flow possible

outline a set of initiatives for transformation

define your management system

ownership, governance, success metrics

Step 1: Strategy – Identify desired flow of information example Relationship Managers, Marketing Partner Relations, Product Teams Marketing, Sales Owner/ Stakeholder Subscriptions, Views, Sharing Subscriptions, Views Views, Click-throughs, Reach, Sharing Performance Metrics Industry sites/magazines Bitpipe Brightcove Event information Thought leadership articles, White papers Brand videos Prospects RSS feeds on corporate site RSS feeds on extranet Special offers Services and policy updates Expert blogs Loyal customers RSS feeds on corporate site WebCollage Program updates Special offers Product information Partners Destinations / Pipelines Key Messages / Content Audience

Step 2: Draft high-level requirements High level requirements will help you frame your ideas and strategies for your stakeholders. They outline what’s different and innovative about your proposal. Ability to… Process for… Relationship with… Management of… Take your best guess and keep it simple.

High level requirements will help you frame your ideas and strategies for your stakeholders. They outline what’s different and innovative about your proposal.

Ability to…

Process for…

Relationship with…

Management of…

Step 3a: Outline roadmap example 2008 2009 2010+ Initiative 1 Initiative 2 Initiative 3 Initiative 4 Initiative 5 Future objectives Help partners self-service Syndicate solution descriptions with KnowledgeStorm Syndicate whitepapers with BitPipe Tactics Initiative description Content in proper XML format Solution descriptions that are more relevant for SMBs Make it easier for SMBs to do business with us Rebrand XYZ services Requirements Messaging / content priorities 2008 business objectives

Step 3b: Establish a Management System Anatomy of a management system : #1 – Purpose: what challenge are you answering #2 – Scope of responsibility: assets and processes under management Membership : stakeholders v. active contributors Executive sponsorship : primary stakeholder v. neutral party Accountability: metrics held to Initiative funding model: required contributions from business units v. investment from the top Management system processes: voting, design by committee (consensus), authoritative model, culture of sharing

Anatomy of a management system :

#1 – Purpose: what challenge are you answering

#2 – Scope of responsibility: assets and processes under management

Membership : stakeholders v. active contributors

Executive sponsorship : primary stakeholder v. neutral party

Accountability: metrics held to

Initiative funding model: required contributions from business units v. investment from the top

Management system processes: voting, design by committee (consensus), authoritative model, culture of sharing

Resources Links to vendors: http://del.icio.us/mapkid/cmpros Contact info: [email_address] or [email_address] or AIM: mapkid

Links to vendors: http://del.icio.us/mapkid/cmpros

Contact info:

[email_address] or [email_address] or

AIM: mapkid

Thank you!

Backup

Examples

Paid media: wire news feeds go back Reuters My Yahoo! $

In-feed advertising go back Travelers MarketWatch iGoogle $

Awareness, Branding, Drive to Web go back Cognos KnowledgeStorm

Enabling Users go back The American Heritage Dictionary Answers.com NYTimes.com

Enabling distributors go back Kodak WebCollage Staples.com $

More about each role in the syndication ecosystem

The Content Creator Examples: Brand marketing group, corporate communications group, product owner, relationship manager Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

The Content Creator Examples: web content group, product management group, journalist, columnist, blogger Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

The Aggregator Examples: Brightcove, Mochila, WebCollage, Moreover, YellowBrix, Newsvine, RSS news reader, Yahoo!, Digg, Google Finance Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

The Syndicator Examples: Blogs, Mochila, WebCollage, Moreover, Bloglines Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

The Publisher Examples: Yahoo! Health, iVillage, NY Times, Verizon Wireless, iTunes, Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U

The End User Examples: customer, prospect, partner, consumer, advocate, constituent, student, blogger Communicator: Crafts message Content creator: Creates (authors, produces) content Aggregator: Gathers content together from different sources and normalizes structure. Syndicator: Delivers content to a network of web channels (one-to-many; contract-based) Publisher: Publishes original and syndicated content for end-user consumption End user: Consumes content M C A S P U