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

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”

33. 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.”

34. And It Did

35. Interactive TV
• Time Warner
Cable
• 1994
• Pilot project
• 600 world press
for launch
• Orlando, Florida

36. Animated Web
• Intel
• 1996
• First animated web site
• History of the
microprocessor
• “Digirati” Interviews
• Invent It! game

37. Talks
• Interactive
• Bay Area: United Digital Artists,
BAVC, WITI, UC Berkeley
• LA: AFI
• Texas: UT Austin
• UK: Artec/Pallabs
• France: Milia, France Telecom/
Theseus

38. Personal Video
• First wave personal
video players
• Jobs: “There will never
be a video ipod.”
• ZVUE - $99, sold at
Walmart

39. Platform Evangelist
• Hollywood
• Record
Companies
• Networks

40. 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

41. 2.5: DIY Era
• One-way: pros make it
• 2.0: everyone uploads it
• Next Wave: everyone makes it and
• Social: everyone shares it

42. Talks
• 2.0 and Web Video
• KM World/Intranets
• BizTechDay
• Small Business
Administration
• NewCommForum/Society
for New Communications

43. New Class
• Web Video Marketing
• U. C. Berkeley Extension
• Students: marketing
professionals with master’s
degrees
• First university class on
web video marketing
(anywhere)

44. 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

45. 2.5: DIY Era
• One-way: pros make it
• 2.0: everyone uploads it
• Next Wave: everyone makes it and
• Social: everyone shares it

46. 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

47. 10+ Sites, 10 Years
• Consulting Services
• Content Strategy
• Content Sourcing
• Team Collaboration
• Web Experience

48. Contact Info
Pam Strayer
Strayer & Co., Inc.
www.pamstrayer.com
strayerpam@mac.com
510 213 9525 (US)