NAA MediaXChange 2010 - Peters

Managing Content - Changing the Company Chuck Peters, President, CEO Gazette Communications - Cedar Rapids, Iowa NAA MediaXchange April 13, 2010

Why Change?
Devices changing rapidly, and users’ behavior
Business models in flux, complicated
Fundamental technology changes

With so much change…..
Organize for:
Speed
Flexibility

Company Confidential

Essential Tasks – Creation of C3 - Complete Community Connection
Engaged information creators
Content Repository with tagged atoms
Open and constructive culture
Product management discipline
Audience sales
Flexible atomized financial reporting and billing
Progress at http://chuckpeters.iowa.com

Coordinated Efforts Company Confidential Product Planning & Development Information Content Sales Commercial Content Accounting Production Technology HR & Facilities Print Digital Broadcast Management Customer Care Training Marketing

Culture
Franchise Start up
Baseball Hockey
Intrude Relationship
Authority Transparency
Product Network
Trust, Fairness, and Accuracy
Company Confidential Company Confidential

Integrated Content Management Framework

Free-flowing, Semantically Connected, Commercial, Professional, Personal, Community, and Social /Engagement Content Integrated (Semantic Content) Applications, Systems and Services Specialized, Targeted, Packaged Products, Services, Adv & Commerce Non-Product, Non-Packaged, Non-Consumer, User-Driven, Self-Service Consistent Engagement & Superior User Experience C3 Aspirations, Goals & Objectives Hierarchy of Needs BUSINESS ARCHITECTURE Connective Tissue Connective Tissue Interface User

GC’s Content Repository SYSTEM ARCHITECTURE
Digital Asset Management System Powered by an Automated Text Mining Engine
Benefits:
Increased advertising revenues
Improved SEO rankings
Increased productivity by automating indexing tasks
Accelerated assets time-to-market
Enhanced content value through metadata enrichment
Improved readers and users search experiences
Opportunities:
Microsites and spin-offs
Contextual advertising
Vertical search
Syndication

People Process Tools DAM/Repository Organization Purpose Charter Roles Tasks Incentives Accountabilities Content Ownership Content Objectives Info Architecture Ontology - Taxonomy Workflows - Rules Inputs - Outputs Use Cases Roles Tasks Incentives Accountabilities DAM TME WordPress MySQL XML RSS CMS Legacy Content Author Content UG Content Web Feeds Program Team GC Management Crossing the Content Chasm NEEDS ANALYSIS - WORKFLOW

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NAA MediaXChange 2010 - Peters

by Chuck Peters on Apr 14, 2010

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