How to Develop an Enterprise Content Syndication Strategy
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How to Develop an Enterprise Content Syndication Strategy

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Presented by Ruth Kaufman at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007....

Presented by Ruth Kaufman at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007.

There’s more to enterprise content syndication than providing RSS feeds on your corporate web site. The traditional content syndication paradigm is now being applied to article marketing, product placement, and customer alerts –- that is, syndication is a means to provide compelling but unintrusive anytime/anyplace communication with customers and partners throughout the relationship lifecycle. Focus on an enterprise syndication strategy today will keep your company afloat in the fluid world of digital experiences and information resources. It will also keep you out of the internal log jam where content publishers cross purposes and mix messages as they extend their content assets beyond the enterprise web site boundaries.

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How to Develop an Enterprise Content Syndication Strategy Presentation Transcript

  • 1. How to develop an enterprise content syndication strategy Ruth Kaufman CM Pros Fall Summit November 26, 2007
  • 2. 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.
  • 3. 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.
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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.
  • 8. 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)
  • 9. 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:
  • 10. More concepts associated with syndication syndication distribution network sharing subscription aggregation normalization feeds XML, RSS, ATOM viral media
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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?
  • 15. 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.
  • 16. 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")
  • 17. 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
  • 18. 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.
  • 19. 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
  • 20. 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
  • 21. Resources
    • Links to vendors: http://del.icio.us/mapkid/cmpros
    • Contact info:
      • [email_address] or [email_address] or
      • AIM: mapkid
  • 22. Thank you!
  • 23. Backup
  • 24. Examples
  • 25. Paid media: wire news feeds go back Reuters My Yahoo! $
  • 26. In-feed advertising go back Travelers MarketWatch iGoogle $
  • 27. Awareness, Branding, Drive to Web go back Cognos KnowledgeStorm
  • 28. Enabling Users go back The American Heritage Dictionary Answers.com NYTimes.com
  • 29. Enabling distributors go back Kodak WebCollage Staples.com $
  • 30. More about each role in the syndication ecosystem
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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