The Future of Public Service Content


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UKMW08 Keynote speech

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The Future of Public Service Content

  1. 1. The Future of Public Service Content <ul><li>Tom Loosemore </li></ul>
  2. 3. Public-Service Broadcasters <ul><li>BBC </li></ul><ul><li>itv </li></ul><ul><li>Channel 4 </li></ul><ul><li>five </li></ul>
  3. 5. Non-Public-Service Broadcasters <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Etc. </li></ul>
  4. 7. Public Institutions <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Etc... </li></ul>
  5. 9. Commercial Publishers <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Etc… </li></ul>
  6. 11. Universities
  7. 13. Archives & Libraries
  8. 15. Government
  9. 17. Charities & Trusts
  10. 19. Not for profit
  11. 21. More effective investment?
  12. 22. A foundation of Open Public Data...?
  13. 23. A foundation of Open Public Data...?
  14. 26. </ofcom>
  15. 27. Value = Reach x Quality
  16. 28. Net Promoter “ How likely are you to recommend ___ to a friend or colleague?” Net Promoter Score = % Promoters - % Detractors Extremely likely 1 0 9 8 7 6 5 4 3 2 1 0 Not at all likely Promoters Passive Detractors Source: “The Ultimate Question: Driving Good Profits and True Growth,” Fred Reichheld, HBS Press, 2006, page 31 (% 0 – 6) (% 7 and 8) (% 9 and 10)
  17. 29. Example NetPromoter Calculation: % Rating Likelihood to Recommend XYZ Extremely Likely Not at All Likely Promoters = 56% Detractors = 25% Net Promoter Score = 31%
  18. 30. Net Promoter Index Q3. 2006 Cbeebies Doctor Who Sport News Radio 1 EastEnders Weather CBBC London CBBC Newsround Comedy Soup BBC Average US Media Average
  19. 33. The BBC’s Web Principles… <ul><li>Build Web products that meet audience needs. Anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards. </li></ul><ul><li>The very best websites do one thing really, really well Do less, but execute perfectly. </li></ul><ul><li>Do not attempt to do everything yourselves Link to other high-quality sites instead. Your users will thank you. </li></ul><ul><li>Use other people's content & tool to enhance your site, and vice versa. </li></ul><ul><li>Fall forward, fast Make many small bets, iterate wildly, back successes, kill failures, fast. </li></ul><ul><li>Treat the entire Web as a creative canvas Don't restrict your creativity to your own site. Look at &quot;One Big Weekend&quot;. </li></ul><ul><li>The Web is a conversation. Join in. Adopt a relaxed, conversational tone. Admit your mistakes. </li></ul><ul><li>Any Website is only as good as its worst page. Ensure best practice editorial processes are adopted and adhered to. </li></ul>
  20. 34. <ul><li>Make sure all your content can be linked to, forever. </li></ul><ul><li>Remember your granny won't ever use “Second Life” </li></ul><ul><li>She may come online soon, with very different needs from early-adopters. </li></ul><ul><li>Maximise routes to content Develop as many aggregations of content about people, places, topics, channels, networks & time as possible. Optimise your site to rank high in Google. </li></ul><ul><li>Consistent design & navigation needn't mean one-size-fits-all Users should always know they're on one of your websites, even if they all look different. Most importantly of all, they know they won't ever get lost. </li></ul><ul><li>Accessibility is not an optional extra. Sites designed that way from the ground up work better for all users </li></ul><ul><li>Let people paste your content on the walls of their virtual homes. Let users take nuggets of content with them, with links back to your site </li></ul><ul><li>Link to discussions on the Web, don't host them Only host Web-based discussions where there is a clear rationale </li></ul><ul><li>Personalisation should be unobtrusive, elegant and transparent After all, it's their most personal data. Best respect it. </li></ul>
  21. 35. Thank You [email_address]