Open and connected

Open and connectedA media strategy for today’s networked economyMatt McAlisterDirector of Digital StrategyGuardian Media Group

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

Closed Open

ConnectedClosed Open Standalone

Connected Business Models Distribution Utility Retail ParticipationStandalone Closed Open

Connected Business Models Distribution Utility Retail ParticipationStandalone clear paths to proﬁtability by reducing cost, increasing sales Closed Open

Connected Business Models Distribution Utility Retail ParticipationStandalone optimising user and advertiser relationships creates value Closed Open

Connected Business Models Distribution Utility strategic partnerships uncover new opportunities Retail ParticipationStandalone Closed Open

Connected Business Models Distribution Utility growing by making others successful has many rewards Retail ParticipationStandalone Closed Open

Connected Business Models Distribution Utility (licensing) (taxes) reat ion) (mar ket c Retail Participation (buy to own) (pay for access)Standalone Closed Open

Standalone ConnectedClosedOpen

Connected rney th e jou st b egunStandalone h as ju Closed Open

Standalone ConnectedClosedOpen

Defining success for what we do

Internal External

ThingsInternal External Ideas

Things Make Use Evaluate ShareIdeas Internal External

Band info via Last.fmBuy tracks via Amazon Videos via YouTube

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.

• self-serve content feeds for re-use• 3,500 developers• 400k UVs, 1M ad impressions (mo)

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

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.

User Tag URL

AdUser Tag URL

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.

Evaluate

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.

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.

Applying the strategy

Product metrics uniﬁy efforts via MUSE framework.Questions designed for easycomparison across portfolio.

Answers weighted and scoredaccording to overall business goals. Totals compared by MUSE metrics.

Product X

Product Y

Product Z

The journey to anopen and connected world... From To Building things Empowering people Selling things Creating markets

Thank youMatt McAlistermatt.mcalister@guardian.co.uk@mattmcalisterhttp://www.mattmcalister.com/

http://www.theinnovation.eu	126
http://feeds.feedburner.com	80
http://renaissancechambara.jp	9
http://paper.li	4
http://www.bonweb.fr	4
http://twitter.com	1

Open and connected

by mattmcalister on Feb 24, 2011

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Open and connected — Presentation Transcript