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NAA MediaXChange 2010 - Peters

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The presentation from the April 13, 2010 presentation at the Newspaper Association of America convention session on Managing Content in a Multiplatform World

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NAA MediaXChange 2010 - Peters

  1. 1. Managing Content - Changing the Company Chuck Peters, President, CEO Gazette Communications - Cedar Rapids, Iowa NAA MediaXchange April 13, 2010
  2. 2. Why Change? <ul><li>Devices changing rapidly, and users’ behavior </li></ul><ul><li>Business models in flux, complicated </li></ul><ul><li>Fundamental technology changes </li></ul>
  3. 3. With so much change….. <ul><li>Organize for: </li></ul><ul><li>Speed </li></ul><ul><li>Flexibility </li></ul>
  4. 4. Company Confidential
  5. 5. Essential Tasks – Creation of C3 - Complete Community Connection <ul><li>Engaged information creators </li></ul><ul><li>Content Repository with tagged atoms </li></ul><ul><li>Open and constructive culture </li></ul><ul><li>Product management discipline </li></ul><ul><li>Audience sales </li></ul><ul><li>Flexible atomized financial reporting and billing </li></ul><ul><li>Progress at http://chuckpeters.iowa.com </li></ul>Company Confidential
  6. 6. Coordinated Efforts Company Confidential Product Planning & Development Information Content Sales Commercial Content Accounting Production Technology HR & Facilities Print Digital Broadcast Management Customer Care Training Marketing
  7. 7. Culture <ul><li>Franchise Start up </li></ul><ul><li>Baseball Hockey </li></ul><ul><li>Intrude Relationship </li></ul><ul><li>Authority Transparency </li></ul><ul><li>Product Network </li></ul><ul><ul><li>Trust, Fairness, and Accuracy </li></ul></ul>Company Confidential Company Confidential
  8. 8. <ul><li>Integrated Content Management Framework </li></ul>Company Confidential
  9. 9. Free-flowing, Semantically Connected, Commercial, Professional, Personal, Community, and Social /Engagement Content Integrated (Semantic Content) Applications, Systems and Services Specialized, Targeted, Packaged Products, Services, Adv & Commerce Non-Product, Non-Packaged, Non-Consumer, User-Driven, Self-Service Consistent Engagement & Superior User Experience C3 Aspirations, Goals & Objectives Hierarchy of Needs BUSINESS ARCHITECTURE Connective Tissue Connective Tissue Interface User
  10. 10. GC’s Content Repository SYSTEM ARCHITECTURE <ul><li>Digital Asset Management System Powered by an Automated Text Mining Engine </li></ul><ul><li>Benefits: </li></ul><ul><li>Increased advertising revenues </li></ul><ul><li>Improved SEO rankings </li></ul><ul><li>Increased productivity by automating indexing tasks </li></ul><ul><li>Accelerated assets time-to-market </li></ul><ul><li>Enhanced content value through metadata enrichment </li></ul><ul><li>Improved readers and users search experiences </li></ul><ul><li>Opportunities: </li></ul><ul><li>Microsites and spin-offs </li></ul><ul><li>Contextual advertising </li></ul><ul><li>Vertical search </li></ul><ul><li>Syndication </li></ul>
  11. 11. People Process Tools DAM/Repository Organization Purpose Charter Roles Tasks Incentives Accountabilities Content Ownership Content Objectives Info Architecture Ontology - Taxonomy Workflows - Rules Inputs - Outputs Use Cases Roles Tasks Incentives Accountabilities DAM TME WordPress MySQL XML RSS CMS Legacy Content Author Content UG Content Web Feeds Program Team GC Management Crossing the Content Chasm NEEDS ANALYSIS - WORKFLOW
  12. 12. Superblog structure

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