Gilbane Conference Advisor 1.20.15

Don’t Try to Be a Publisher and a Platform at the Same Time

Or at least think it through very carefully.

Also, do you really want to be called a “platisher”?

Making these hybrids work over the long term is difficult, because their incentives work against each other. Toward the end of last year, one of the first platishers, Say Media, announced it was selling off its publishing properties to focus on its technological platform. CEO Matt Sanchez explained the decision to jettison its publisher properties as an inability to do both tech and content at the same time:

The conclusion we’ve come to, and one lots of media companies wrestle with is, do you build brands or do you build platforms? Those two are just completely different world views. It’s hard to create clarity for an organization. Read more

Speaking of platishers…

A mile wide, an inch deep

Ev Williams on metrics and value…

Medium had its biggest week ever last week — or so we might claim. By number of unique visitors to medium.com, we blew it out of the park. The main driver was a highly viral post that blew up (mostly on Facebook). However, the vast majority of those visitors stayed a fraction of what our average visitor stays, and they read hardly anything.

That’s why, internally, our top-line metric is “TTR,” which stands for total time reading. It’s an imperfect measure of time people spend on story pages. We think this is a better estimate of whether people are actually getting value out of Medium. By TTR, last week was still big, but we had 50% more TTR during a week in early October when we had 60% as many unique visitors (i.e., there was way more actual reading per visit). Read more

Biggest news of 2014

In computing that is, or better, general computing.

Horace Dediu’s choice may sound surprising at first, but what are the competing candidates? (See next item.) Wearables and IoT are moving fast but it is not their year yet. Read more

What Just Happened? (in 2014)

Well here are some other candidates from Fred Wilson. First mentioned:

1/ the social media phase of the Internet ended. this may have happened a few years ago actually but i felt it strongly this year. entrepreneurs and developers still build social applications. we still use them. but there isn’t much innovation here anymore. the big platforms are mature. their place is secure. Read more

​And now, for a sort of different take on this…

A Teenager’s View on Social Media

Written by an actual teen.

As others have pointed out this is one view and not market research, but it is a considered piece and you may find it strikes a chord with teenagers and non-teens you know. In any case social media is certainly a marketing challenge, and for this demographic in particular. This is also a handy cheat sheet if you don’t know how these social networks differ. Read more

Technology’s Impact on Workers

email on top? seriously?

You bet, but naturally you’ll want to know more. First the demographics:

…1,066 adult internet users, 18 years of age or older. The survey included 535 adults employed full-time or part-time, who are the basis of this report. Read more

Marketing Technology Landscape Supergraphic (2015)

There are at least 1876 marketing technology companies. How can this be?

Last year Scott Brinker’s landscape included 947. If you’re a marketing technologist you might need a raise… Download the graphic and Read more

There’s a blockchain for that!

The code that secures Bitcoin could also power an alternate Internet. First, though, it has to work.

Not all of you will want to invest in this read-more-than-once piece, but it is a good example of the kind of unexpected development strategists and analysts looking ahead need to keep an eye out for. Read more

The web is alive and well

Rumors of the web’s death are being greatly exaggerated, again.

There is a legitimate debate about how we use the terms “apps” and “web”, but also a lot of uninformed pronouncements about a web death spiral. Quartz has a short, accessible post on some aspects of the confusion.

… framing the question as the web vs. mobile is a fallacy that misses the more interesting changes that occur when more devices and more people get hooked up to the web. Read more

 

About

The Gilbane Conference Advisor curates content for our audience of content, computing, and digital experience professionals throughout the year.

 

 

 

Gilbane Conference 2014 resources

Gilbane Conference 2014

 

Below are some posts about the Gilbane Conference 2014. You can also access conference presentations, video recordings, and speaker spotlights. If you see any we are missing please let us know.

 

ChiefDigitalOfficer.net

CMS Myth

CMS Wire

eContent

TechCrunch

TechTarget

Other

 

How to Manage Multichannel Content Marketing

Content is certainly the unifying element of a brands’ marketing across physical as well as digital channels. Once you have created your killer content how do you maximize its reach? How do you push out your content beyond your own channels in ways that are manageable? This session includes presentations by two organizations that have built marketing strategies based on the centrality of content and the power of effective distribution.

C4. How to Manage Multichannel Content Marketing

Join us Wednesday, December, 3: 8:30 a.m. – 9:30 a.m. at the Gilbane Conference to learn more.

Moderator:
Tim Bourgeois, Founder & Executive Editor, ChiefDigitalOfficer.net and East Coast Catalyst

Speakers:
Patrick Cassidy, Head of Global Digital Brand Marketing, New Balance, and Pete Strutt, Creative Director, Almighty
The Content-Powered Organization
Keith Guyett, VP of Marketing & Communication, Builder Homesite
Pitch Perfect: How a Content Hub Can Harmonize Your Marketing

Marketing Technologists on Multichannel and Enterprise Integration

Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

T1. Track Keynote Panel: Marketing Technologists Discuss Multichannel and Enterprise Integration Challenges

Moderator:
Scott Brinker, Founder & CTO, ion interactive, inc. and Author, Chief Marketing Technologist Blog

Panelists:
Bill Simmons, CTO/Co-Founder, DataXu
Frederick Faulkner, Director, Marketing & Digital Strategist, ICF Interactive
Vikalp Tandon, Director and North America Customer Platform Lead, SapientNitro

Harvard Business Review and WGBH transforming digital engagement

Engaging customers and online audiences requires the right mix of technology, content, and tools, orchestrated in a way that leverages deep customer knowledge to deliver the right content at the right time in the right fashion. That’s a tall order, yet it is a “do or die” imperative for organizations that use content to make a living. In this session, you’ll learn how to transform and optimize customer digital engagement from presentations by two leading-edge organizations that are paving the way to the future using a blend of customer-centric design, dynamic and targeted content, big data and analytics, agile technologies and processes, and a vision for the future. These presentations will inspire you to kick-start your own digital engagement transformation initiatives!

Update: The new HBR.org site launched a couple of weeks ago. Check it out and meet the HBR.org development team; Daigo Fujiwara, Kevin Davis, Matt Wagner, Fred Lalande, and Ismail Ozyigit will join Kevin Newman at this session.

Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.

P1. Track Keynote: Hear how Harvard Business Review and WGBH have Transformed Digital Engagement

Moderator:
Marc Strohlein, Principal, Agile Business Logic and Principal, Agile Business Logic

Speakers:
Kevin Newman, Director of Technology, Harvard Business Publishing
Rebranding and Rebuilding Harvard Business Review

Cate Twohill, Director, Technical Product Development, WGBH Educational Foundation, and George Corugedo, CTO and Co-founder, RedPoint Global Inc.
Big Data & Customer Engagement Lessons from a U.S. Media Powerhouse

See the complete conference schedule.

Speaker Spotlight: It’s more than just making a website responsive

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Arjé Cahn, Co-founder and CTO of Hippo. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Arje Cahn headshotArjé Cahn

Co-founder & CTO, Hippo

Follow Arjé @arjecahn

 
 
 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Firstly, of course: mobile is the priority. Period. This means organizations need to really rethink the context in which visitors are coming to their site. Relevance based on geolocation is relatively simple to implement: will they be on the road? at home? at a competitor’s store? These factors should tailor the contextual experience. It’s about more than just making a website responsive. That’s step one, but it’s not what the visitor expects when they use their mobile device to come to you. They expect to be welcomed with an experience that resonates with where they are and what they’re doing. Organizations should carry out top task analysis to identify visitors’ main objectives when visiting their mobile site, and build an experience around it. Ultimately, mobile should seamlessly connect the “online” and “offline” customer experience. With new sensor technologies like the iBeacon and Viewsy, we can use insights from both online and offline to enrich continuous and seamless customer experiences.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

Marketing is changing. The rise of content marketing really demonstrates marketing’s role as a facilitator of an overarching business strategy. If you look at the businesses with the most successful content marketing strategies, you’ll see that content creation is a collaborative process that is internally sourced, and leverages the subject matter expertise within other departments. As technology becomes a greater part of all business processes, other departments should take note: content has an increasingly prominent role in driving business. Personalized and relevant digital experiences need strong content; an engaging eCommerce site needs immersive and engaging content; good customer service requires relevant content. Therein lies marketing’s responsibility: as a catalyst and facilitator for telling an authentic story that the entire organization buys into and resonates with visitors..

Catch up with Arjé at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C7. Building Next Generation Web Content Management & Delivery Experiences – Vendor Panel Discussion
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Arjé and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Mobile forces simplicity and succinctness

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Pawan Deshpande, Founder & CEO, Curata. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Pawan Deshpande | Gilbane conferencePawan Deshpande

Founder & CEO, Curata

Follow Pawan @TweetsFromPawan

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Mobile forces simplicity and succinctness, for two reasons, limited screen real estate and limited attention spans, because content is often consumed in a casual setting with other interruptions. It’s forcing us to boil our content, and messages down to the minimum and shed all the excess.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

There is so much discussion about technology for marketing these days because marketing in many ways is the last one to resist technology. Other disciplines have already learned and rely heavily on technology. For example, sales has salesforce, customer support has well-adopted ticketing systems, engineering has source control and bug tracking systems. All of these provide in-depth accountability, management transparency and organization. Marketing is still, however, struggling to adopt CMSs and marketing automation largely because of diverse needs, and the resulting vendor fragmentation. If anything, marketing can learn about technology adoption from other disciplines.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content marketing and content strategy are different but often overlap. My diagram below is my perspective on where the responsibilities differ and are shared.

Content strategy and content marketing

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

Working in B2B setting, it does not have an immediate impact on us. Just like we are setting website personalization have the first impact on B2C, I expect it to trickle down to B2B companies from a content standpoint years from now.

Catch up with Pawan at the Gilbane Conference:

Track C: Content, Marketing, and the Customer Experience

C12: Content Marketing Panel
Wednesday, December 3: 2:00 p.m. – 3:20 p.m.

Register now to hear more from Pawan and all of our speakers.

See our complete conference program for more details.

Speaker Spotlight: Align delivery to appropriate channels

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference. Today we’re spotlighting Tom Alexander, Founder and CEO, PK4 Media, Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

Organizations should definitely align their content delivery priorities to reach their target audiences not only on desktop, but also on mobile and tablet devices. Marketers need to be cognizant of which platforms their audience uses to interact with their content. Aligning the content strategy to ensure they are connecting with their target audience in an appropriate manner is very important. Many technologies silo content delivery to specific platforms, however, audiences typically jump between multiple devices and screens. Using a true cross-platform technology that can optimize delivery to the best performing placements will be a more efficient and cost-effective way to reach the target audience no matter what device they are using.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists.

Technology allows processes to be automated and it also provides marketers with an extensive pool of information data. This data allows other departments in an organization to learn more about their target audiences. As the information gathered about their behavior online, across tablets and mobile devices and offline behavior becomes more apparent, other departments can create new and different ways to interact with customers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

Content strategy and content marketing should always be aligned. In order to make the greatest impact with your content, there needs to be a specific strategy in regards to where the content will appear. At the same time, specific pieces of content need to be created to meet the needs of the audience viewing them. Strategy and marketing must work hand-in-hand to be most effective.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

PK4 Media, being a technology company, is in tune to the latest and greatest connectivity options, so the Internet of Things could definitely come into play for our infrastructure in the future.

Catch up with Tom at the Gilbane Conference:

Track P: Digital Strategies for Publishing and Media

P5: The Future of Advertising Panel
Wednesday, December 3: 9:40 a.m. – 10:40 a.m.

Register now to hear more from Tom and all of our speakers.

See our complete conference program for more details.