The Future of Public Service Content

The Future of Public Service Content
Tom Loosemore

Public-Service Broadcasters
BBC
itv
Channel 4
five

Non-Public-Service Broadcasters
Sky.com/News
SkyArts.co.uk
Discovery.com
Teachers.tv
ChannelM.co.uk
CommunityChannel.org
Etc.

Public Institutions
Tate.org.uk
ScienceMuseum.org.uk
RoyalOpera.org
CBSO.co.uk
Kew.org
NMM.ac.uk
Etc...

Commercial Publishers
Guardian.co.uk
Telegraph.co.uk
NewburyToday.co.uk
Nature.com
NME.com
BabyWorld.co.uk
NetDoctor.co.uk
Etc…

Universities

Archives & Libraries

Government

Charities & Trusts

Not for profit

More effective investment?

A foundation of Open Public Data...?

</ofcom>

Value = Reach x Quality

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)

Example NetPromoter Calculation: % Rating Likelihood to Recommend XYZ Extremely Likely Not at All Likely Promoters = 56% Detractors = 25% Net Promoter Score = 31%

BBC.co.uk 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

The BBC’s Web Principles…
Build Web products that meet audience needs. Anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards.
The very best websites do one thing really, really well Do less, but execute perfectly.
Do not attempt to do everything yourselves Link to other high-quality sites instead. Your users will thank you.
Use other people's content & tool to enhance your site, and vice versa.
Fall forward, fast Make many small bets, iterate wildly, back successes, kill failures, fast.
Treat the entire Web as a creative canvas Don't restrict your creativity to your own site. Look at "One Big Weekend".
The Web is a conversation. Join in. Adopt a relaxed, conversational tone. Admit your mistakes.
Any Website is only as good as its worst page. Ensure best practice editorial processes are adopted and adhered to.

Make sure all your content can be linked to, forever.
Remember your granny won't ever use “Second Life”
She may come online soon, with very different needs from early-adopters.
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.
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.
Accessibility is not an optional extra. Sites designed that way from the ground up work better for all users
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
Link to discussions on the Web, don't host them Only host Web-based discussions where there is a clear rationale
Personalisation should be unobtrusive, elegant and transparent After all, it's their most personal data. Best respect it.

Thank You [email_address]

The Future of Public Service Content

by Museums Computer Group on Jun 27, 2008

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