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Company Overview

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Overview of web and content strategy services from Pam Strayer and Strayer & Co., Inc.

Overview of web and content strategy services from Pam Strayer and Strayer & Co., Inc.


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  • 1. Strayer & Co., Inc. Company Overview
  • 2. Content Strategy • What is content strategy? • Defining: • What content • What periodicity • Who creates it • Where is it published?
  • 3. Content Strategy • What is content strategy? • Content is STRATEGIC • Not just editorial • Mix of content and community and social
  • 4. Content Strategy • What is content strategy? • On your site • Driving community engagement • Driving social engagement • Syndicate-able
  • 5. 10 Sites • Clients: • Dotcom era - 1.0 sites with discussions, Unique: convergence, personalities • 2.0 era: Internal and customer-facing, Unique: social, video
  • 6. Dotcom • HealthCentral.com • Convergence of radio, television and internet • DNA.com • WebMD partner (launched two channels on WebMD) • First genetics podcast
  • 7. Healthcentral.com • 1999-2000: $70 million IPO • Went from 1 to 15 editorial employees • 300 total employees • Editor in Chief, Site Producer • Ran content group and product development • 1 million monthly uniques
  • 8. Healthcentral.com • Crowded field of health sites • Won numerous awards (Best content, Best UI) • Outperformed competitors (DrKoop, et al) despite being outspent 10:1
  • 9. DNA.com • 2000-2001, privately funded • Founded by Silicon Valley legend Jim Clark (Netscape, Silicon Graphics) • Marriage of internet and biotech • Human Genome Project meets online • Editor, ran content • Launched two channels on WebMD as well
  • 10. DNA.com • Site content - reference and features • Started GeneTalk, first internet audio on genetics • Content syndicated widely - AOL, Discovery, WebMD, more • Wrote content for nonprofit partners (Cancer Care, others) • Bottom line: 10,000 people donated blood to private co. research
  • 11. More Site Clients
  • 12. Fast Forward to...2.0 • User-created content • Two-way (not one-way) • Democratic • Social
  • 13. Era Change: 1.0 to 2.0 • Switch from focus on being the content creator (1.0) to creating networks of content creators (2.0) • From sites to blogs and “the conversation” • Many free online tools and platforms for self- publishing and sharing (Google Docs, Flickr, YouTube and more)
  • 14. Successful Equation Content Creation Distribution Creation Tools Platforms Skills !!!
  • 15. 2.0 Landscape Missing: Creation Content Distribution Tools Creation Platforms Skills ?????
  • 16. Video: DIY • SAMS Publishing • Personal video • How to book • Bestselling computer book on Powells.com • 5 projects approach
  • 17. 2.0: In the Enterprise • 18 month engagement • Create publishing environment to connect 15,000 employees in 40 lines of business • Cross-selling strategy • Encouraging groups to market to each other and their clients • Launched internal blogs, user- generated video
  • 18. 2.0: In the Enterprise • Blog coaching: find new voices, launch, coach, report feedback • Internal blogs: Amplified and accelerated information flow; paved way for external blogs • Showcased groups using profiles, photo sharing • Piloted video channel which became employees’ #1 rated internal feature
  • 19. 2.0 Public Sites • Symantec • “Security 2.0” • Norton SafeWeb
  • 20. 2.0 Public Sites • Competitor McAfee had SiteAdvisor • My role (sole non-engineer on team of 40) - content strategy for prototype • Prototyped: blend of expert, third party partners, and community content • Norton SafeWeb launched (narrow subset of features)
  • 21. 2.0: Customer Facing • Affinity Labs (2007-8) • Social networking career sites • State of the art feature set and rapid iteration in Ruby on Rails hub • Business model: converting aspirers to educational leads (UofP, et al) • Role: General Manager/ Editor, two sites
  • 22. 2.0: Customer Facing • Affinity Labs (2007-8) • Acquired by Monster for $61 million • Added network of blog contributors • Grew communities • Increased pageviews on my sites as much as 1000%
  • 23. 2.0: Collaboration • Client: FEI, nanotech microscope manufacturer headquartered in Oregon • Short term engagement • Introduced through change management consultant/ partner • Facilitated global team collaboration between Holland, Czech and U.S. team members in innovation
  • 24. 2.0: Collaboration • Accomplishments • Catalyst for SharePoint users network • Introduced team to 2.0 concepts and rich set of tools • Team members continuing initiative
  • 25. Web Video Marketing • Original videos part of content strategy • Site content • Email content • Syndicate-able content
  • 26. Obama Campaign Hundreds of videos, produced rapidly and cheaply by the Obama staff, were put up on YouTube. Toward the end of the campaign, they were being uploaded at the rate of 20 per day. As of Oct. 2008, the videos had been seen 77 million times on YouTube alone.
  • 27. Interactive: Golden Age • 1992: CD-ROM,Video on Computer (Quicktime 1.0) • 1994: Interactive TV • 1996: First Animated Web Site (Shockwave)
  • 28. Deep Roots in 1.0 Era • 1.0 Content • Television/Broadcast Era • Videodisc Era • Video on Computer • Interactive TV • Animated Web • Web Video
  • 29. Dawn of Interactive (Video) Era
  • 30. From Alice to Ocean • Apple Project • 1992 • First video application on computer (Quicktime 1.0) • First CD-ROM title • First interactive documentary
  • 31. From Alice to Ocean • My role • Take 300 photos and do something • Originated video concepts • Directed videos • “Writer”
  • 32. The Press on Alice “Breathtakingly “A spectacular “May herald the beautiful...a showcase of what future of stunning, addictive the future of publishing.” and mesmerizing publishing may experience that be.” may well change the course of publishing forever.”
  • 33. And It Did
  • 34. Interactive TV • Time Warner Cable • 1994 • Pilot project • 600 world press for launch • Orlando, Florida
  • 35. Animated Web • Intel • 1996 • First animated web site • History of the microprocessor • “Digirati” Interviews • Invent It! game
  • 36. Talks • Interactive • Bay Area: United Digital Artists, BAVC, WITI, UC Berkeley • LA: AFI • Texas: UT Austin • UK: Artec/Pallabs • France: Milia, France Telecom/ Theseus
  • 37. Personal Video • First wave personal video players • Jobs: “There will never be a video ipod.” • ZVUE - $99, sold at Walmart
  • 38. Platform Evangelist • Hollywood • Record Companies • Networks
  • 39. Today: Cross Platform • Successful sites in a cross platform world requires complex skills and expertise • Content + visual + social + community + email + emergent • 100% continuously moving target
  • 40. 2.5: DIY Era • One-way: pros make it • 2.0: everyone uploads it • Next Wave: everyone makes it and • Social: everyone shares it
  • 41. Talks • 2.0 and Web Video • KM World/Intranets • BizTechDay • Small Business Administration • NewCommForum/Society for New Communications
  • 42. New Class • Web Video Marketing • U. C. Berkeley Extension • Students: marketing professionals with master’s degrees • First university class on web video marketing (anywhere)
  • 43. New Class • Focus on simple tools and inexpensive services for business • From DIY/Make to Buy Options • Make a video in less than 1 hour • For $899, have professionals create a company video • Covers web video process from creation->analytics
  • 44. 2.5: DIY Era • One-way: pros make it • 2.0: everyone uploads it • Next Wave: everyone makes it and • Social: everyone shares it
  • 45. Today: Cross Platform • Successful sites in a cross platform world requires complex skills and expertise • Content + visual + social + community + email + emergent • 100% continuously moving target
  • 46. 10+ Sites, 10 Years • Consulting Services • Content Strategy • Content Sourcing • Team Collaboration • Web Experience
  • 47. Contact Info Pam Strayer Strayer & Co., Inc. www.pamstrayer.com strayerpam@mac.com 510 213 9525 (US)