The Accidental Publisher Best practices from the savviest online media companies Diane Burley Industry Specialist Nstein Technologies

Business Objectives Gilbane Research, 2009

Inbound Overload: Lexis-Nexis study  50% - “technology = too much multi-tasking  Ave. time using technology applications: 15.9 hours a day; Boomers 10.3 Gen Xers 22.9 “Boomers need to acknowledge that a technology gap among generations exists, and …must find ways to maximize productivity by implementing effective workflow solutions & integrated resources that address the challenges…” -- Mark Walsh, CEO of LexisNexis U.S. Legal Markets “Boomers need to acknowledge that a technology gap among generations exists, and …must find ways to maximize productivity by implementing effective workflow solutions & integrated resources that address the challenges…” -- Mark Walsh, CEO of LexisNexis U.S. Legal Markets

Challenge With Finding  Nomenclature not standard  Search returns nothing  Search returns too much  No search available  Don’t know what to look for ‘Siemens doesn’t know what Siemens knows’ -- CMO Siemens ‘Siemens doesn’t know what Siemens knows’ -- CMO Siemens

The Information Economy  24-hour information cycle  Geographic trading borders blur/disappear  24-hour content on-demand  Multiple channels Round-the-Clock Knowledge Management Intranets Social Media Mobile Presentations Web Colleagues Customers Partners Media Analysts Investors

Borrowing from Publishers’ Toolbox  Semantic analysis/semantic metadata  Integrated Content Operations  Rules-based asset management systems  Normalized content/XML  Multi-channel WCM  Social Media Management 35% of CMOs said integrating marketing operations #1 priority for The CMO Club 35% of CMOs said integrating marketing operations #1 priority for The CMO Club

Reader’s Digest Needed to find “blurbs” of 100 words or less from 80 year collection of information distributed over hundreds of repositories  Prior to automation: 8 people/2 weeks/28 assets located  After automation: 4 people/1 weeks/ assets located Automation business enabled Reader’s Digest

Condé Nast Needed to reduce staff hours spent researching past issues -- to produce new ones:  Created centralized Media Hub  Converted all archived titles from PDF to XML  Semantically analyzed content  Tagged all images by Model, Wardrobe, Colors, Dates Cut 2 days from every production cycle for each title

Daily Tabloid Newspaper More than 50,000 images a day are submitted to paper. Because nothing can be found, editors often license photos from stock houses  Created centralized Picture Desk  All photos submit through Picture Desk  Suppliers caption images – using wizard prompts on colors, time of day, subjects  Semantically enriched Eliminated millions of days in expenses in 1 st year.

Increase Traffic – search engine friendly tips  WCM should create static pages  Allow canonization of urls  Allow deep linking  Allow keyword density  Custom page title tags & description La Dépêche increased traffic from 130k/mo  >2m/mo; eliminated its keyword ad buy.

How Publishers Do It … 11 A centralized system: The Hub Automatically ingests, converts to XML & enriches w/metadata Creates thumbnails. Content sent to multi channels K4 Web News- letters PDF FTP Social Media HTML PPTs s Enables repurposing Easily Blogs UGC Semantic Enrichment XM L

Creating An Asset

Semantic Enrichment

Faceted Site Search for Engagement Guided by Facets

Faceted Site Search for Engagement Guided by Facets

Faceted Site Search for Engagement Guided by Facets

Intelligent Dashboards

Putting the Pieces Together

Products and technologies

Thank you! For more information: Diane Burley