Building an online media business in an era of unprecedented change - - PDF document

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Building an online media business in an era of unprecedented change - - PDF document

Jan 02, 2023 304 likes •498 views

10/28/2010 Building an online media business in an era of unprecedented change f d t d h MIS Research Center Jeff Kimball jkimball@ibsys.com Chief Operating Officer October 29, 2010 Th Thesis: i New Application of Old

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10/28/2010 1

“Building an online media business in f d t d h ”

MIS Research Center

an era of unprecedented change”

Jeff Kimball jkimball@ibsys.com Chief Operating Officer October 29, 2010

Th i Thesis: New Application of Old Fundamentals

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Video History of Internet Broadcasting (2006)

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What’s Changed Since 2006 New CEO Executive Level Changes Executive Level Changes Renegotiated Key Partner Agreements Managed Expenses/Staff Changes “One Size Fits All” No Longer Relevant NBC took their business in-house Ol i f ll b hi d d l t

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Olympics = we fell behind on development Moved Company Headquarters The Recession

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Where Did We Land?

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IB’s Web Services run at “Internet” scale

  • 20 million pieces of content published
  • 600,000 videos served each day

Over 7 billion page views per year Web Publishing

  • Over 7 billion page views per year
  • 20 million monthly visits delivered from CNN.com
  • Breaking news alerts consistently delivered faster

than major news sources

  • National content drives 30 million page views a

month (~10%)

  • 25 billion ad impressions served a year
  • Over 20,000 customer ad campaigns each year
  • Local ad network reaching 79 million unique

i it th News and Content Local Advertising 6 visitors a month

  • #1 site in 36 top markets
  • SEO drives 10% of visits

Solutions Professional services

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New Application of Old Fundamentals

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The Substance of Our Discussion Act 1: Principles & Focus Act 2: Remake the Company Act 3: Turning External Forces into Opportunities

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Act 1: Principles/Focus Culture of Innovation

  • 30 in 30

30 in 30

  • 90 in 09
  • New Site Designs
  • Lifewhile.com
  • ibPublish Facelift

I ti P d t

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  • Innovative Products
  • Hover Ad

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Kennedy A to Z Monsters Pirate Name Showcase Hover Ad

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Act 1: Principles/Focus (continued) Understanding Customers B2B2C

  • Move consumers to digital medium

Metrics/Metrics/Metrics Customer Satisfaction Communication (external) Cl P d t Li

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Clear Product Lines

Web Drivers Example 1 Example 2 Example 3

Shi i P d t Shipping Products

Different Points of View (an intermission)

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Intermission: Shipping Products Idealized View

Progress

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Time

Sales View Intermission: Shipping Products

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Development View Intermission: Shipping Products

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QA View Intermission: Shipping Products

Always below the line

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the line.

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Management View Intermission: Shipping Products

Freak point Backwards

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Customer View Intermission: Shipping Products

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Act 2: Remaking a Company

Get the Economics Right Finance Finance Reporting Sales & Marketing Strategic Planning Change Management RACI

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RACI

  • Accountable, Responsible, Consulted, Informed

Technical Excellence Culture

Act 2: Remaking a Company (continued)

Communication (internal)

  • theHUB
  • Town Halls/All Hands
  • Brown Bags
  • 1:1’s
  • Open Door Policy
  • Board of Director Communication
  • Centralized Intranet
  • Listen

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  • Listen
  • Listen to the “squeaky wheels”
  • No Surprises
  • Electronic Communication
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Act 2: Remaking a Company (continued)

Focus on Employees

  • Career Development

Career Development

  • Clear Communication
  • Annual Reviews
  • Resume Reviews
  • Want Authority?
  • Non Performers Transitioned Out
  • Hire Great People

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  • Hire Great People
  • Courage
  • Hard Work
  • Intelligence
  • Organization

Act 2: Remaking a Company (continued) Focus on Employees (continued)

Constructive Criticism/Real Time Feedback

  • Constructive Criticism/Real-Time Feedback
  • Do it quickly, in private
  • Agree on the facts
  • Ask and listen
  • Criticize the action
  • Tell why it matters
  • Agree on a remedy

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  • Agree on a remedy
  • End on a compliment
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Act 3: External Influences = Opportunities Rise of Social Media S t h Ad ti Smartphone Adoption Newspaper Decline Competition Recession

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Things Not To Do

Some of our choices were “less than useful” Consultants: Clear roles and responsibilities, Clear end-date p , If you build it…they may NOT come. Ignore your competitors’ progress at your peril Don’t assume you understand your customers’ needs

  • Don’t start anything without knowing the metrics of

success Focus on new & strategic efforts without ensuring that your core offerings are solid

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core offerings are solid Say “yes” to everything Ignore the Big Truths Don’t go against your DNA

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Results: What is the IB Pitch Today?

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Vision

The IB vision is to provide revenue & audience solutions that help our partners transform their digital business by connecting Media brands & Advertisers to valuable audiences

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Internet Broadcasting partners

“Internet Broadcasting affiliated stations had an average of 61% higher revenue from online advertising last year vs. non-affiliated stations” non-affiliated stations

Source: Borrell Associates, What Local Media Web Sites Earn: 2008 Survey

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IB’s Web Services run at “Internet” scale

20 million pieces of content published 600,000 videos served each day Over 7 billion page views per year Web Publishing Over 7 billion page views per year 20 million monthly visits delivered from CNN.com Breaking news alerts consistently delivered faster than major news sources National content drives 30 million page views a month (~10%) 25 billion ad impressions served a year Over 20,000 customer ad campaigns each year Local ad network reaching 79 million unique i it th News and Content Local Advertising 28 visitors a month #1 site in 36 top markets SEO drives 10% of visits Solutions Professional services

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ibPublish

Intuitive, easy to use, powerful Power presented with simplicity, Anyone can publish Comprehensive, flexible Integrate 3rd party applications

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Web Publishing Share Any type of content, pages, sections, media with

  • ther properties

Sophisticated business process & workflow for efficiency and control World Class SLA & Platform (coming soon) Mobile sites, applications, consumer engagement News and Content

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Local Advertising

2

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Social connectors to Facebook and commenting; Ratings (coming soon) Built by Media Professionals for Media Companies

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Solutions

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Professional Services

News and Content

World, National News and Breaking News More than 25 turnkey revenue-generating

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Web Publishing vertical and special content sections Weather, mapping, radars and more Prepackaged, shrink-wrapped ad programs; multi platform Content Distribution, partnerships and technology Sponsorship opportunities for advertisers

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News and Content

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Local Advertising

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3

Solutions

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Professional Services

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1

Web Publishing

Local Advertising Solutions

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News and Content

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Local Advertising Ad Creative: Making advertisements that deliver results for advertisers Ad Serving and Trafficking: Effectively delivering on campaign goals for happy advertisers and repeat business

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3

Solutions

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Professional Services Inventory Reporting and Sales Analytics: Providing information and analysis to make informed decisions to manage your business Workflow Solutions: Using IB’s processes, technology & support to ensure your sales people to spend more time selling and less time executing

1

Web Publishing

Professional Services

2

News and Content

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Local Advertising Selection of IB’s Professional Services: Custom web development

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3

Solutions

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Professional Services p Web site design/UI Third party integrations SEO Expert in-market sales training Content support Copy editing Best practices

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Where is IB as we head for 2011? Healthy Company H W kf Happy Workforce Financial Stable Company Customer Satisfaction at All-Time High Growing and Expanding

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New Application of Old Fundamentals

Principles & Focus

  • Culture of Innovation

Remake the Company

  • Get the Economics Right

Culture of Innovation

  • Understanding

Customers/B2B2C

  • Metrics/Metrics/Metrics
  • Customer Satisfaction
  • Communication

( t l)

  • Reporting
  • Sales & Marketing
  • Strategic Planning
  • Change Management
  • Technical Excellence
  • Culture
  • Communication (internal)

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(external)

  • Clear Product Lines
  • Communication (internal)
  • Focus on Employees

Turn External Forces Into Opportunities

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Questions? Questions?

Jeff Kimball jkimball@ibsys.com

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