Agile Publishing and Data-Driven Content Creation
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This document summarizes Kristen McLean's presentation on Agile workflows and how they can be applied to publishing. It discusses key concepts of Agile like quick iterations, self-organizing teams, and transparency. It proposes a new model for publishing books using micro content and serializing content in 10-12 chapter cycles. Case studies on how companies like O'Reilly Media and Wattpad are using more Agile approaches are also presented.
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Agile Publishing and Data-Driven Content Creation
- 1. K R I S T E N M C L E A N B I S G W E B I N A R J U L Y 3 1 S T , 2 0 1 2
- 2. KRISTEN MCLEAN FOUNDER & CEO - BOOKIGEE @BKGKRISTEN Hello!
- 3. Agile
- 5. Agile is a workflow Agile is a philosophy Agile is a project management strategy
- 6. THE AGILE MANIFESTO We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more. - www.agilemanifesto.org
- 7. Key Concepts
- 8. Quick cycles
- 11. Iteration
- 12. Risk management
- 13. Transparency
- 15. “Working software is the primary measure of progress”
- 16. End product from learning not knowing
- 17. Test assumptions early and often
- 18. THE LEAN CYCLE Ideas ProductData BuildLearn Measure Idea s Build Product Measure Data Learn customer
- 20. Slow cycles Hierarchical working groups Final product rigid from beginning Perfection over process Mindset = Knower, not learners
- 21. A NEW MODEL Micro content Chapters & short form Excerpts & Advances •Advance copies •Sample chapters •Serial content Finished book A Book Product Owner Editor Author Production/Digital IT Sales Marketing Scrum Master/Agile manager Author Editor 10 – 12 chapter cycles Product Owner Scrum Master/Agile manager
- 22. THE IDEAL AGILE ENVIRONMENT? Simplicity Regular adaptation to changing circumstances Self-organizing teams Accountability, transparency & empowerment
- 23. Customer interaction & satisfaction important Close, daily co-operation between business and creative Sustainable development, able to maintain a constant pace Face-to-face team conversation is the best (co-location) THE IDEAL AGILE ENVIRONMENT?
- 24. Technical excellence and good design Completed tasks are delivered frequently (weeks rather than months) Completed tasks are the principal measure of progress THE IDEAL AGILE ENVIRONMENT?
- 26. BACKWARD –VS- FORWARD FACING DATA moment of purchase point of sale data What? Where? When? Who? backward PAST PRESENT FUTURE consumer research Why? How? When again? What next? forward Time
- 27. THE LEAN CYCLE Ideas ProductData CreateLearn Measure Idea s Create Product Measure Data Learn customer The Lean Startup by Eric Ries
- 29. Case Studies
- 30. O’REILLY MEDIA – TOOLS OF CHANGE AGILE PUBLISHING • 1st edition pubs digitally with a TOC and first few chapters • Written & reviewed in open format platform • Frequent releases building new chapters/content • Mechanism for audience engagement & feedback • Dynamic pricing model – rewards early adopters with lower prices
- 31. WATTPAD – WWW.WATTPAD.COM • 8 million monthly visitors • 500,000 new stories posted monthly • Recently raised $17.3m • New platform for agile brand engagement World’s largest community of readers and writers
- 32. HARVARD BUSINESS REVIEW–GAMIFIED TITLE RESEARCH • Comparative game behavior • Direct consumer feedback • Low cost – low risk • Could be done for jackets also • www.allourideas.org
- 33. BOWKER MARKET RESEARCH • Tracks 72,000 unique US books consumers annually as well as UK, AUS marke • Comprehensive research on genres, drivers, demographics, and attitudes • Custom research on behalf of publishers and associations
- 34. KRISTEN MCLEAN FOUNDER & CEO - BOOKIGEE @BKGKRISTEN * KRISTEN@BOOKIGEE.COM Thanks! @BKGKristen
Editor's Notes
- Agile methodologies emerged out of the software development community starting in the 1970’s, but began to really codify in the 1990’s with the rise of several types of “lightweight” methods such as SCRUM, Extreme Programming, and Adaptive Software Development. These were all rolled up under the umbrella of Agile in 2001, when a group of developers came together to create the Manifesto for Agile Software Development which set the core principles for this type of working philosophy:
- Simplicity—avoid complex systems, and time-intensive documentationRegular adaptation to changing circumstances—presume you don’t know the answer Accountability & empowerment— Give them what they need and trust them to get the work done.
- Customer interaction & satisfaction extremely important—get out of the buildingClose, daily co-operation between business people and creatives—Both on the same teamSustainable development, able to maintain a constant pace—each person should be able to commit only to what they can do in a day, a week, or a production cycle. Cut back features in order to deliver on time.Face-to-face conversation is the best form of communication (co-location)—put the entire team in one place.
- Continuous attention to technical excellence and good design—Produce less, but make it better.Completed tasks are delivered frequently(weeks rather than months)Completed tasks are the principal measure of progress—focus on real stuff, not on rituals, documentation, or other internal benchmarks that do nothing for your customer.
- What is Agile?
- We MUST move beyond our typical POS-focused data toward a more collaborative, open, and qualitative data model. We must expand our ideas of DISCOVERY.
- The most recent variation on Agile. Customer centered. Starts with the Idea, and then progresses in Build-Measure-Learn cycles.