AOP London: Solve problems: treating content as a product
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

AOP London: Solve problems: treating content as a product

on

  • 462 views

This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content ...

This is a recent presentation to members of the Association of Online Publishers in London. I looked at publishing and content through the filter of product development. In this way, we saw content delivered to solve user problems; eg. the evening leisure problem, the morning 'need to know' problem. I also shared the idea of Content as a Service (courtesy of Jeff Jarvis).

Statistics

Views

Total Views
462
Views on SlideShare
460
Embed Views
2

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 2

http://martinbailie.soup.io 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

CC Attribution License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

AOP London: Solve problems: treating content as a product Presentation Transcript

  • 1. Solve problems@martinbailiecommercial strategy director 1
  • 2. innovation =a process of trial anderrorin search of aproduct/market fit 2
  • 3. problems 3
  • 4. pure pain andfrustration 4
  • 5. “The basic idea is that people don’t go aroundlooking for products to buy.Instead, they take life as it comes and whenthey encounter a problem, they look for asolution—and at that point, they’ll hire aproduct or service.It is the job, and not the customer or theproduct, that should be the fundamental unitof analysis.”Clayton Christensen — author of The 5
  • 6. what problems do users ofcontent have?what are the frustrations?the pain points?what emotional need doescontent answer? 6
  • 7. the search to solveproblems drives behaviourchange. 7
  • 8. “angry people dictate the future of technology” and we’re all in the technology business.Jeff Bonforte via Marty Cagan 8
  • 9. platformuser content hardware 9
  • 10. the the efficients laughers the the the irrationals comfortables lovers perceived painJeff Bonforte via Marty Cagan Everett Rogers Technology Adoption Lifecycle model 10
  • 11. problems 11
  • 12. the morning must-know problem quick 45% topics I want twitter is first source of offline! breaking newsGlue isobar survey n150 UK adult respondents, November 2012 12
  • 13. the morning must-know problemGlue isobar survey n150 UK adult respondents, November 2012 13
  • 14. the evening pleasure problem 40% of 1 hr 40 mins tablet of opportunity owners only read news in the evening on theirGlue isobar survey n150 UK adult respondents, November 2012 tablets 14
  • 15. When the laptop is open, TV is the second screenThinkbox 2012/ Cog research 15
  • 16. 16
  • 17. 17
  • 18. the quality reads problem topics I like, when I want them serendipity but limited wasteGlue isobar survey n150 UK adult respondents, November 2012 18
  • 19. thewaste problemlearning what I likePAYGbeautifully presented 19
  • 20. the waste problem RSS users are more risk averse than average (control AND content)Aegis CCS 2012 survey (n10k UK adults) 20
  • 21. thebeing part of… problemfor a community,not for subject news 21
  • 22. “Content is that which fillssomething.Service is that whichaccomplishes something.”Jeff Jarvis 22
  • 23. SaaSWaaSCaaS? 23
  • 24. “We hope to rewire the waypeople spread and consume information.” Mark Zuckerberg, May 2012 24
  • 25. 25
  • 26. Go forth and experiment! @martinbailie 26