www.nstein.com

The Accidental PublisherBest practices from the

savviest online media companies

Diane Burley Industry Specialist

Nstein Technologies

2009-10 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

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

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

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

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

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 1st 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

SocialMedia

HTML

PPTs

Emails

Enables repurposing Easily

Blogs

UGC

Semantic Enrichment

XML

Creating An Asset

Creating An Asset

Semantic Enrichment

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 BurleyDiane.Burley@nstein.com732-239-1781