Open and connected
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✤ The document discusses a media strategy for operating successfully in an open and connected networked economy. ✤ It advocates measuring success using the MUSE framework which evaluates things internally in terms of Make, Use, Share, and Evaluate and externally in terms of appeal, usefulness, sharing, and learning. ✤ The strategy is applied to real projects at Guardian Media Group by assessing product metrics according to the MUSE framework and business goals to guide decision making.
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Open and connected
- 1. Open and connected A media strategy for today’s networked economy Matt McAlister Director of Digital Strategy Guardian Media Group
- 2. 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
- 3. Closed Open
- 4. Connected Closed Open Standalone
- 5. Connected Business Models Distribution Utility Retail Participation Standalone Closed Open
- 6. Connected Business Models Distribution Utility Retail Participation Standalone clear paths to profitability by reducing cost, increasing sales Closed Open
- 7. Connected Business Models Distribution Utility Retail Participation Standalone optimising user and advertiser relationships creates value Closed Open
- 8. Connected Business Models Distribution Utility strategic partnerships uncover new opportunities Retail Participation Standalone Closed Open
- 9. Connected Business Models Distribution Utility growing by making others successful has many rewards Retail Participation Standalone Closed Open
- 10. Connected Business Models Distribution Utility (licensing) (taxes) reat ion) (mar ket c Retail Participation (buy to own) (pay for access) Standalone Closed Open
- 11. Standalone Connected Closed Open
- 12. Connected rney th e jou st b egun Standalone h as ju Closed Open
- 13. Standalone Connected Closed Open
- 14. Defining success for what we do
- 15. Internal External
- 16. Things Internal External Ideas
- 17. Things Make Use Evaluate Share Ideas Internal External
- 18. Things Make Use Evaluate Share Ideas Internal External
- 19. Make
- 20. Band info via Last.fm Buy tracks via Amazon Videos via YouTube
- 21. 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.
- 22. Use
- 24. • self-serve content feeds for re-use • 3,500 developers • 400k UVs, 1M ad impressions (mo)
- 25. 0 750,000 1,500,000 2,250,000 3,000,000 M ay - Ju 08 n- 0 Ju 8 l-0 Au 8 g- Se 08 pt - O 08 ct - N 08 ov - D 08 ec - Ja 08 n- Fe 09 b- M 09 ar -0 Ap 9 r- M 09 ay - Ju 09 n- 0 Ju 9 l-0 Au 9 g- Se 09 pt - O 09 • 220 blogs and sites ct - N 09 ov - D 09 ec - Ja 09 n- Fe 10 b- M 10 ar -1 Ap 0 r- M 10 ay - Ju 10 n- 1 Ju 0 l-1 Au 0 • curated publishing partnerships g- Se 10 pt - • 2m UVs, 30m ad impressions (mo) O 10 ct - N 10 ov -1 0
- 26. 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.
- 27. Share
- 32. User Tag URL
- 33. Ad User Tag URL
- 34. 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.
- 35. Evaluate
- 38. 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.
- 39. 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.
- 41. Product metrics unifiy efforts via MUSE framework. Questions designed for easy comparison across portfolio.
- 42. Answers weighted and scored according to overall business goals. Totals compared by MUSE metrics.
- 43. Product X
- 44. Product Y
- 45. Product Z
- 46. The journey to an open and connected world... From To Building things Empowering people Selling things Creating markets