Sure, it could be done.Building Data-centric Media Organizations
Tom JohnsonInst. for Analytic [email protected] 2014
1
Foundation Assumptions
• KSFR is not a radio station; it is in the business of communications
• Sundown for “Mass Media”• First, “serve the communities”• The Three 100s• Data In Analysis Info Out and it’s all digital• Dynamic data environment requires continuous – Learning – Experimentation – Peer Teaching
2
Foundation Assumptions
• Everyone’s job includes research, exploration/experimentation, sharing/teaching and doing it again
• Think “Digital First”• All communication can/should be perceived
as bi- or multi-directional• KSFR has few challenges unique to the
station• If you can’t measure it, you can’t manage it
3
NNMRF and KSFRData Central
NNMRF and KSFRData Central
4
Three Components
NNMRF and KSFRData Central
NNMRF and KSFRData Central
5
Three Components: Audience• Listeners• Who, What, When,
Where, Why, How?• Geographic• Interests• Sponsors/underwriters• Producers• Staff• Board
6
Three Components: Audience• Listeners• Who, What, When,
Where, Why, How?• Geographic• Interests• Sponsors/underwriters• Producers• Staff• Board
•Most aspects can be described with and related to via digital data•We can capture that data
(sometimes with effort) using free or cheap tools•We can efficiently communicate
with all these audiences efficiently…•…to coordinate content, raise
funds, solicit volunteer corps to…• promote station, talent, events,
good works• Yes, dedicated, on-going training
required 7
Three Components: ContentAu
dien
ces
Tech
.
•“Our Town” (KSFR) data base•Programming
•News•Music•Talk•Public Service
•Financial•Donors
• Type?•Sponsors•Grants
•Events•Planning•Coverage
•Training•Community communications
•Board data/activities/documents
Content
8
Three Components: ContentAu
dien
ces
Tech
.
•“Our Town” (KSFR) data base•Programming
•News•Music•Talk•Public Service
•Financial•Donors
• Type?•Sponsors•Grants
•Events•Planning•Coverage
•Training•Community communications
•Board data/activities/documents
Content
9
Three Components: ContentAu
dien
ces
Tech
.
•“Our Town” (KSFR) data base•Programming
•News•Music•Talk•Public Service
•Financial•Donors
• Type?•Sponsors•Grants
•Events•Planning•Coverage
•Training•Community communications
•Board data/activities/documents
Content
10
Three Components: ContentAu
dien
ces
Tech
.
•Serious, regular data analysis• Sponsors and Listeners• Fine-grained analysis of sponsors
(what are they getting for their money), • Donors (What, when, why, who,
Where and How do they donate)• Status of our digital listeners•When do people listen? •With what types of devices?• How long to they listen, etc.
• Status of your terrestrial signal
Content
11
Three Components: ContentAu
dien
ces
Tech
.
•The default is that everything is digital; everything is easily accessible; everything is open to the communities as needed
•Only then do you start to talk about what should have limited access
•Much of this data can be stored cheaply in The Cloud – Dropbox, Amazon, etc.
Content
12
Three Components: Technology
Content
Audiences
Technology
•Open Source apps whenever possible; also TechSoup•Default storage: Cloud-based, shared applications •Everything in Responsive Design•Emphasis on collaboration tools•Constant research and broad sharing of findings•Weekly training sessions: staff, producers, board, volunteers
13
Three Components: NOT separate entities
NNMRF and KSFRData Central
NNMRF and KSFRData Central
14
Your Data Hub•The Three 100s•Strive to eliminate hierarchy/ permissions/ limitations to data and tools•Strive to encourage exploration – the “I wonder if….” factor
15
Compote of Data/People/Apps
Compote of Data/People/Apps
The Data Hub: Who can use this?•News– Create geo-coded data
set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting
– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings
16
Compote of Data/People/Apps
The Data Hub: Who can use this?•News– Create geo-coded data
set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting
– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings
17
Compote of Data/People/Apps
The Data Hub: Who can use this?•News– Create geo-coded data
set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting
– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings
18
The Data Hub: Who can use this?•Programming– All-media teasers– Listener polls– Hyperlinked playlists– Real-time listener requests– Build cross-listener
community/conversation– Multi-directional calls for $
$$ support
19
The Data Hub: Who can use this?
20
•Financial– Up-to-date data on demographics– Dashboard on giving progress– Station peer-group analysis– Various methods of giving•Multiple Online methods•Annuity information•Stock donations•Promotion of car donation•Shared budget info•Public 990s•Description of specific projects
requiring financial support
The Data Hub: Who can use this?
21
•Management– Broad- plus sub-set calendars– Task/team management tools– Event planning and analysis tools– Dashboard on financial standing &
revenue streams progress– Station peer-group analysis– Regular newsletter(s) with
appropriate intra- and inter-links
No, I’m not making this up
• Vox Takes Melding of Journalism and Technology to a New Level [NYT April 8, 2014]
We need to talk: 26 awkward questions to ask news organizations about the move to digital
• Some Ethics are Better Than Others (The decision-making process of a “traditional,” venerable journalism organization (Society of Professional Journalists) vs. the 15-year-old Online News Association) http://journoterrorist.com/2014/04/08/ethics/
• A thoroughly modern digital publisher To be a non-profit, doesn’t mean there is no revenue stream. This approach could work for an aggressive public radio station.
• Journalism needs the right skills to survive 22
Wrap-up• Commitment to learning – board, staff, producers, volunteers• Constantly looking outside for professional and intellectual
resources• It’s not failure, it’s “lesson learned”• Requires in-house champion (initially, half time) to drive the
project • Start small, ramp-up with iterations • Cost?
– Using Open Source software and Cloud storage?TBD but est. $5k per year
– Initial build of data warehouse and Homepage~$7,500 to $10k
– Major investment: dedication to development and training time – staff, producers, board, volunteers
23
Wrap-up• Time frame? Initially, 6-9 months,
but then on-going• Requires in-house champion (initially, half time)
to drive the project • Start small, ramp-up with iterations • Cost?– Using Open Source software and Cloud storage?
TBD but est. $5k per year – Initial build of data warehouse and Homepage
~$7,500 to $10k– Major investment: dedication to development and
training time – staff, producers, board, volunteers
24