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Open and connected

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This presentation was given at the Paywall Strategies event hosted by TheMediaBriefing in London on February 24th, 2011. …

This presentation was given at the Paywall Strategies event hosted by TheMediaBriefing in London on February 24th, 2011.

It was a brief talk on moving toward an open and connected business strategy using examples from some of the innovative initiatives happening at the Guardian.

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  • 1. Open and connectedA media strategy for today’s networked economyMatt McAlisterDirector of Digital StrategyGuardian Media Group
  • 2. Summary✤ Positioning a media business in an open and connected world✤ Measuring success through the M-U-S-E framework✤ Applying the strategy to real projects
  • 3. Closed Open
  • 4. ConnectedClosed Open Standalone
  • 5. Connected Business Models Distribution Utility Retail ParticipationStandalone Closed Open
  • 6. Connected Business Models Distribution Utility Retail ParticipationStandalone clear paths to profitability by reducing cost, increasing sales Closed Open
  • 7. Connected Business Models Distribution Utility Retail ParticipationStandalone optimising user and advertiser relationships creates value Closed Open
  • 8. Connected Business Models Distribution Utility strategic partnerships uncover new opportunities Retail ParticipationStandalone Closed Open
  • 9. Connected Business Models Distribution Utility growing by making others successful has many rewards Retail ParticipationStandalone Closed Open
  • 10. Connected Business Models Distribution Utility (licensing) (taxes) reat ion) (mar ket c Retail Participation (buy to own) (pay for access)Standalone Closed Open
  • 11. Standalone ConnectedClosedOpen
  • 12. Connected rney th e jou st b egunStandalone h as ju Closed Open
  • 13. Standalone ConnectedClosedOpen
  • 14. Defining success for what we do
  • 15. Internal External
  • 16. ThingsInternal External Ideas
  • 17. Things Make Use Evaluate ShareIdeas Internal External
  • 18. Things Make Use Evaluate ShareIdeas Internal External
  • 19. Make
  • 20. Band info via Last.fmBuy tracks via Amazon Videos via YouTube
  • 21. We know we’re doing well when...✤ We make things quickly and cheaply✤ Our work is high quality✤ We make interesting, creative, groundbreaking things✤ ...the things we make are appealing and useful.
  • 22. Use
  • 23. • self-serve content feeds for re-use• 3,500 developers• 400k UVs, 1M ad impressions (mo)
  • 24. 0 750,000 1,500,000 2,250,000 3,000,000M ay - Ju 08 n- 0 Ju 8 l-0Au 8 g-Se 08 pt - O 08 ct -N 08 ov -D 08 ec - Ja 08 n- Fe 09 b- M 09 ar -0 Ap 9 r-M 09 ay - Ju 09 n- 0 Ju 9 l-0Au 9 g-Se 09 pt - O 09 • 220 blogs and sites ct -N 09 ov -D 09 ec - Ja 09 n- Fe 10 b- M 10 ar -1 Ap 0 r-M 10 ay - Ju 10 n- 1 Ju 0 l-1Au 0 • curated publishing partnerships g-Se 10 pt - • 2m UVs, 30m ad impressions (mo) O 10 ct -N 10 ov -1 0
  • 25. We know we’re doing well when...✤ Many people see or buy what we offer✤ Customers dive into our products, spend time there, find them useful✤ Many partners use our stuff, and they are making money as a result✤ Our market share in all the things we offer is strong✤ ...people value what we do enough to expand on it.
  • 26. Share
  • 27. User Tag URL
  • 28. AdUser Tag URL
  • 29. We know we’re doing well when...✤ People both implicitly and explicitly indicate interests in things✤ They spread our work across their networks resulting in more actions✤ They contribute information and participate in conversations✤ ...what people share improves what we know.
  • 30. Evaluate
  • 31. The cost of flying the British (andother) flags: £95,506, as readerSam Keir points out.A spokesperson for the Departmentfor Culture, Media and Sport said itwas responsible for providing andmanaging the flag-flying services forceremonial state occasions,including state visits, trooping of thecolour and special flag days, forexample Commonwealth Day, UNDay and Europe Day.
  • 32. We know we’re doing well when...✤ We see important trends early. People share important info with us.✤ We can handle a lot of inputs, and our cost of analysis is low.✤ We are good at verifying information. We are honest and fair.✤ ...what we learn improves what we make.
  • 33. Applying the strategy
  • 34. Product metrics unifiy efforts via MUSE framework.Questions designed for easycomparison across portfolio.
  • 35. Answers weighted and scoredaccording to overall business goals. Totals compared by MUSE metrics.
  • 36. Product X
  • 37. Product Y
  • 38. Product Z
  • 39. The journey to anopen and connected world... From To Building things Empowering people Selling things Creating markets
  • 40. Thank youMatt McAlistermatt.mcalister@guardian.co.uk@mattmcalisterhttp://www.mattmcalister.com/