the future of public service content
DESCRIPTION
UKMW08 Keynote speechTRANSCRIPT
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The Future of Public Service Content
Tom Loosemore
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Public-Service Broadcasters
• BBC• itv• Channel 4• five
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Non-Public-Service Broadcasters
• Sky.com/News• SkyArts.co.uk• Discovery.com• Teachers.tv• ChannelM.co.uk• CommunityChannel.org• Etc.
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Public Institutions
• Tate.org.uk• ScienceMuseum.org.uk• RoyalOpera.org• CBSO.co.uk• Kew.org• NMM.ac.uk• Etc...
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Commercial Publishers
• Guardian.co.uk• Telegraph.co.uk• NewburyToday.co.uk• Nature.com• NME.com• BabyWorld.co.uk• NetDoctor.co.uk• Etc…
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Universities
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Archives & Libraries
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Government
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Charities & Trusts
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Not for profit
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More effective investment?
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A foundation of Open Public Data...?
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</ofcom>
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Value = Reach x Quality
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“How likely are you to recommend ___ to a friend or colleague?”
Net Promoter Score = % Promoters - % Detractors
Extremely likely 10 9 8 7 6 5 4 3 2 1 0 Not at all likely
Promoters Passive Detractors
Source: “The Ultimate Question: Driving Good Profits and True Growth,” Fred Reichheld, HBS Press, 2006, page 31
(% 0 – 6)(% 7 and 8)(% 9 and 10)
Net Promoter
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0 5 10 15 20 25 30 35
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Extremely Likely
Not at All Likely
Promoters = 56%
Detractors = 25%
Net Promoter Score = 31%
Example NetPromoter Calculation:
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BBC.co.uk Net Promoter Index Q3. 2006
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%Cbeebies
Doctor
WhoSport
News
Radio 1EastEnders
Weather
CBBC
London
CBBC
Newsround
Comedy
Soup
BBC
Average
US Media
Average
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Overall NP% against reach and Cost
-40%
-20%
0%
20%
40%
60%
80%
Reach
NP
%
NewsSport
WeatherSearch
CBeebiesSkillswise
Science and Nature
Doctor Who
Radio One
CBBC Newsround
7,000,00030%
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The BBC’s Web Principles…
Build Web products that meet audience needs.Anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards.
The very best websites do one thing really, really wellDo less, but execute perfectly.
Do not attempt to do everything yourselvesLink to other high-quality sites instead. Your users will thank you.
Use other people's content & tool to enhance your site, and vice versa.
Fall forward, fastMake many small bets, iterate wildly, back successes, kill failures,
fast.
Treat the entire Web as a creative canvasDon't restrict your creativity to your own site. Look at "One Big
Weekend".
The Web is a conversation. Join in.Adopt a relaxed, conversational tone. Admit your mistakes.
Any Website is only as good as its worst page.Ensure best practice editorial processes are adopted and
adhered to.
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Make sure all your content can be linked to, forever.
Remember your granny won't ever use “Second Life” She may come online soon, with very different needs from early-adopters.
Maximise routes to contentDevelop as many aggregations of content about people, places, topics, channels, networks & time as possible. Optimise your site to rank high in Google.
Consistent design & navigation needn't mean one-size-fits-allUsers should always know they're on one of your websites, even if they all look
different. Most importantly of all, they know they won't ever get lost.
Accessibility is not an optional extra.Sites designed that way from the ground up work better for all users
Let people paste your content on the walls of their virtual homes.Let users take nuggets of content with them, with links back to your site
Link to discussions on the Web, don't host themOnly host Web-based discussions where there is a clear rationale
Personalisation should be unobtrusive, elegant and transparentAfter all, it's their most personal data. Best respect it.