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This presentation was given at the Paywall Strategies event hosted by TheMediaBriefing in London on February 24th, 2011. It was a brief talk on moving toward an open and connected business strategy using examples from some of the innovative initiatives happening at the Guardian.
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Open and connected
A media strategy for today’s networked economy
Matt McAlisterDirector of Digital StrategyGuardian Media Group
Summary
✤ Positioning a media business in an open and connected world
✤ Measuring success through the M-U-S-E framework
✤ Applying the strategy to real projects
Closed Open
Closed Open
Connected
Standalone
Distribution Utility
Retail Participation
Closed Open
Con
nect
edSt
anda
lone
Business Models
Distribution Utility
Retail Participation
Closed Open
Con
nect
edSt
anda
lone
Business Models
clear paths to profitability by reducing cost, increasing sales
Distribution Utility
Retail Participation
Closed Open
Con
nect
edSt
anda
lone
Business Models
optimising user and advertiser relationships creates value
Distribution Utility
Retail Participation
Closed Open
Con
nect
edSt
anda
lone
Business Models
strategic partnerships uncover new opportunities
Distribution Utility
Retail Participation
Closed Open
Con
nect
edSt
anda
lone
Business Models
growing by making others successful has many rewards
Distribution(licensing)
Utility(taxes)
Retail(buy to own)
Participation(pay for access)
Closed Open
Con
nect
edSt
anda
lone
Business Models
(market creation)
Closed Open
Con
nect
edSt
anda
lone
Closed Open
Con
nect
edSt
anda
lone
the journey
has just begun
Closed Open
Con
nect
edSt
anda
lone
Defining success for what we do
Internal External
Internal External
Things
Ideas
Make Use
ShareEvaluate
Thin
gsId
eas
Internal External
Make Use
ShareEvaluate
Thin
gsId
eas
Internal External
Make
Band info via Last.fm
Buy tracks via Amazon
Videos via YouTube
We know we’re doing well when...
✤ We make things quickly and cheaply
✤ Our work is high quality
✤ We make interesting, creative, groundbreaking things
✤ ...the things we make are appealing and useful.
Use
• self-serve content feeds for re-use• 3,500 developers• 400k UVs, 1M ad impressions (mo)
0
750,000
1,500,000
2,250,000
3,000,000
May-08
Jun-0
8Ju
l-08
Aug-08
Sept-0
8
Oct-08
Nov-08
Dec-08
Jan-0
9
Feb-09
Mar-09
Apr-09
May-09
Jun-0
9Ju
l-09
Aug-09
Sept-0
9
Oct-09
Nov-09
Dec-09
Jan-1
0
Feb-10
Mar-10
Apr-10
May-10
Jun-1
0Ju
l-10
Aug-10
Sept-1
0
Oct-10
Nov-10
• curated publishing partnerships• 220 blogs and sites• 2m UVs, 30m ad impressions (mo)
We know we’re doing well when...
✤ Many people see or buy what we offer✤ Customers dive into our products, spend time there, find them useful✤ Many partners use our stuff, and they are making money as a result✤ Our market share in all the things we offer is strong
✤ ...people value what we do enough to expand on it.
Share
UserTag
URL
UserTag
URL
Ad
We know we’re doing well when...
✤ People both implicitly and explicitly indicate interests in things✤ They spread our work across their networks resulting in more actions✤ They contribute information and participate in conversations
✤ ...what people share improves what we know.
Evaluate
The cost of flying the British (and other) flags: £95,506, as reader Sam Keir points out.
A spokesperson for the Department for Culture, Media and Sport said it was responsible for providing and managing the flag-flying services for ceremonial state occasions, including state visits, trooping of the colour and special flag days, for example Commonwealth Day, UN Day and Europe Day.
We know we’re doing well when...
✤ We see important trends early. People share important info with us.
✤ We can handle a lot of inputs, and our cost of analysis is low.
✤ We are good at verifying information. We are honest and fair.
✤ ...what we learn improves what we make.
Applying the strategy
Product metrics unifiy efforts via MUSE framework.
Questions designed for easy comparison across portfolio.
Answers weighted and scored according to overall business
goals. Totals compared by MUSE metrics.
Product X
ProductY
Product Z
The journey to an open and connected world...
From To
Building things Empowering people
Selling things Creating markets
