case study discussion smart content: where is it leading us? for asidic spring 2010 by john blossom...
TRANSCRIPT
Case Study Discussion
Smart Content: Where is it Leading Us?
For ASIDIC Spring 2010by
John Blossom
Shore Communications Inc.
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 1
28 January 2009 Copyright © 1999-2009 Shore Communications Inc. ALL RIGHTS RESERVED 2
Semantics – The Key to Smart Content
Better organization for search-based content Improved recall – all of the right content Improved precision – more of the content that matters
Better products through better search Not just a search engine – search driven services
• “On the fly” portals and products• Rapidly tailored content sets combining different types• Ability to target the most valuable content to the most
valuable customers
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 3
The Database is Now
What people need aggregated changes rapidly (recall)
What people think is relevant changes rapidly (precision)
Authoritative contexts trump authoritative collections
Better search on the same collection is a partial solution
Search that doesn’t use audience input is no solution
What’s scarce is the ability to do well in the moment
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 4
Smart Content: Search as a Real-Time Editorial Tool
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 5
Smart Content: Search as a Real-Time Editorial Tool
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 6
The New Aggregation: Being Where Your Clients Are
The “factory” is anywhere the customer wants it to be
Channels are dynamic and, often, user-controlled
Others’ technologies are often more powerful
Control is less important than use and usability
Building value requires collaboration with audiences
Solution: Focus on aggregation attributes that align with your content’s most profitable strengths
22 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 7
The New Aggregation: Focusing on your Strengths
From doing it all… To being part of it all…
22 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 8
Focus on the components that are your strengths
The New Aggregation: A Wall Street Story
Markets are conversations Conversational dealing Real-time messaging Morning calls
Agnostic real-time aggregation accelerated $$ Blended market data, research, in-house, Web and market
communications and relationships for decision support “I trust, therefore I execute” – peer insights are key
3 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 9
Highlighting Premium Content in Online Contexts
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 10
The “Press+” Model – Single Integrated Shopping Cart
One account, many sources, many purchasing models Purchasing integrated into publisher’s platform No third-party aggregation (unlike Qpass model) Subscription, pay-per-view, prepaid account, micropayments
Accommodate any number of purchasing triggers All subscription, all free until “x” views, some free, automatic
“meter” micropayments, etc.
Gather user metadata, which can aid services, mktg23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 11
Rise of the “App Store” and eBook Stores
Vendor-specific, often platform-specific Amazon Apple Barnes & Noble Google Salesforce.com
Reusable Smart Content enables more rapid and more focused adaptation of content
Video portals as ebook/app style repositories23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 12
Making Smart Content Findable Anywhere
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 13
Questions for Discussion
What are the best/most interesting business models that Smart Content generates for publishers?
How does Smart Content call us towards challenging models? Are you a “gateway”, a “hub” or a “node”?
What types of new content and services does Smart Content lead us towards? (Web, apps, video)?
How do Smart Content technologies change how you think about the future of your organization?
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 14
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 15
ABOUT SHORE
Content Marketing Strategists Enhance your strategies for publishing and
content technology products and services in enterprise and media markets
We provide: Market research, intelligence and analysis Marketing strategy review and advice Go-to-market content and services
Recognized: 2004, 2005 EContent Magazine
“100 Companies that Matter Most” 2007 CODiE – Best Media Blog
Web: shore.com
23 March 2010 Copyright © 1999-2010 Shore Communications Inc. ALL RIGHTS RESERVED 16
FOR FOLLOW-UP… PHONE
203.293.8511 EMAIL
shore.com contentblogger.com contentnation.com
TWITTER @jblossom
POST John Blossom
PresidentShore Communications Inc.4 Merritt LaneWestport, CT 06880