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www.nstein.com
The Accidental PublisherBest practices from the
savviest online media companies
Diane Burley Industry Specialist
Nstein Technologies
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2009-10 Business Objectives
Gilbane Research, 2009
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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
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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
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The Information Economy
24-hour information cycle Geographic trading borders blur/disappear 24-hour content on-demand Multiple channels
Round-the-Clock Knowledge Management
IntranetsSocial MediaMobileEmailPresentationsWeb
ColleaguesCustomersPartnersMediaAnalystsInvestors
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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 2010
-- The CMO Club
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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/200-300 assets located
Automation business enabled Reader’s Digest
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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
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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 1st year.
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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.
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How Publishers Do It …
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A centralized system: The Hub
Automatically ingests, converts to XML & enriches w/metadata
Creates thumbnails. Content sent to multi channels
K4
Web
News-letters
FTP
SocialMedia
HTML
PPTs
Emails
Enables repurposing Easily
Blogs
UGC
Semantic Enrichment
XML
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Creating An Asset
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Creating An Asset
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Semantic Enrichment
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Semantic Enrichment
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Faceted Site Search for Engagement
Guided by Facets
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Faceted Site Search for Engagement
Guided by Facets
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Faceted Site Search for Engagement
Guided by Facets
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Intelligent Dashboards
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Putting the Pieces Together
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Products and technologies