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ADAPTING OURSELVES TO
    ADAPTIVE CONTENT




MobX
@karenmcgrane
2
“
Fragmenting our content across
different “device-optimized”
experiences is a losing proposition,
or at least an unsustainable one.
                   —Ethan Marcotte
             Responsive Web Design
“             You can’t afford to create a piece of
              content for any one platform.
              Instead of crafting a website, you
              have to put more effort into crafting
              the description of the different bits
              of an asset, so they can be reused
              more effectively, so they can deliver
              more value.
                                —Nic Newman, BBC
Nimble Report, http://nimble.razorfish.com
5
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
We’re about to usher in a golden age
       of PDFs on the iPad.




                            Paul Ford, @ftrain
“            Existing art and production staffers
             from the print side would be
             responsible for making two iPad
             layouts (one in portrait and one in
             landscape) on Adobe’s platform.
                 —Condé Nast Is Experiencing Technical Difficulties




http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all
All I see is an
  entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES
          GODDAMMIT.”




        Condé Nast Is Experiencing Technical Difficulties
COPE: Create Once, Publish Everywhere
C
O
N
T
E
N
T

P
R
O
V
I
D
E
R
S




M
U
S
I
C

P
A
R
T
N
E
R
S




    NPR, Open Content and API’s, O’Reilly Oscon   14
NPR.ORG




                NPR Digital Media Examples
          NPR, OpenCOPE and API’s, O’Reilly Oscon
                of Content
NPR.ORG
PLAYER




          NPR Digital Media Examples
          of COPE
NPR NEWS
iPHONE APP
NPR MOBILE
WEB SITE
NPR ADDICT
IPHONE APP
Produced by a public user,
based entirely on the NPR API
NPR ON THE
PUBLIC RADIO
PLAYER
NPR ON
WBUR
NPR ON
MPR
NPR ON
iGOOGLE
NPR IN
iTUNES
Adapting ourselves to adaptive content
NPR’S
CMS
NPR’S API
BUSINESS VALUE?
31,000




                           2010 IPAD ISSUE SALES
         22,000




                  13,000
                            11,000   10,500
                                              8,700


                                                      4,300
                                                              2,775


Sept.    Nov.     Sept.     Nov.     Sept.    Nov.    Sept.   Nov.
NPR PAGE VIEWS   88M




  43M
“
Over the last year, NPR’s total page
view growth has increased by more
than 80%.
How did we get that much growth?
Our API.
                      —Zach Brand,
   Senior Director Technology, NPR
“
The biggest impact that the API has made,
however, is with our mobile strategy. The
API has enabled NPR product owners to
build specialized apps on a wide range of
platforms and devices, liberating them
from being dependent on custom
development to access the content.
Through this process, we built our iPhone
and iPad apps, mobile sites, Android app
and HTML5 site, some of which were
turned around in a matter of weeks!
THE FUTURE OF MOBILE
IS STRUCTURED CONTENT
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET
REUSABLE CONTENT STORE
THE PRIMACY OF PRINT
Thinking about where content will “live”
    on a “web page” is pretty 1999.




                   Lisa Welchman, @lwelchman
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     PRINT

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                      WEB

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     MOBILE

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET
“              Traditional publishing and content
               management systems bind content
               to display and delivery mechanisms,
               which forces a recycling approach
               for multi-platform publishing.
                                         —Dan Willis


http://dswillis.com/uxcrank/?p=378
“            A semantic content publishing
             system creates well-defined chunks
             of content that can be combined in
             whatever way is most appropriate
             for a particular platform.
             All display issues are addressed by
             delivery applications, rather than by
             a content management system
             earlier in the process.
http://dswillis.com/uxcrank/?p=378
WHAT DO WE NEED
TO GET THERE?
WRITE FOR THE CHUNK, NOT
FOR THE PAGE
DEMYSTIFY METADATA
BETTER CMS WORKFLOW
46
47
Adapting ourselves to adaptive content
TRUNCATION IS NOT A
CONTENT STRATEGY
Adapting ourselves to adaptive content
BLOBS vs. CHUNKS
DEMYSTIFYING METADATA
METADATA PROGRAMMATICALLY
BUILDS PAGES
Metadata is the new art direction.




                  Ethan Resnick, @studip101
METADATA HELPS PRIORITIZE
CONTENT
Adapting ourselves to adaptive content
BETTER CMS WORKFLOW
Content admins hate all the fields.
But the reason they hate all the fields
       is the workflow is bad.




                   Jason Pamental, @jpamental   58
CMS IS THE ENTERPRISE
SOFTWARE THAT UX FORGOT
Adapting ourselves to adaptive content
“
Beautiful software, even for back-end
users, is becoming an expectation.
We’re moving in this direction
because we now understand that
better content management systems
foster better content.
                    —Matt Thompson

        http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
USE MOBILE AS A WEDGE.
The more structure you put into content
       the freer it will become.




                   Rachel Lovinger, @rlovinger
SEPARATION OF CONTENT
FROM DISPLAY.
(FOR REAL THIS TIME.)
The future of content management systems
is in their ability to capture the content in a
    clean, presentation-independent way.




                             Daniel Jacobson, NPR
DESIGN WITH AND FOR
STRUCTURED CONTENT.
I’ve never seen anyone regret having
flexibility in how they deploy content.




                            Jeff Eaton, @eaton
DANKE!
THANKS!


@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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Adapting ourselves to adaptive content

  • 1. ADAPTING OURSELVES TO ADAPTIVE CONTENT MobX @karenmcgrane
  • 2. 2
  • 3. “ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one. —Ethan Marcotte Responsive Web Design
  • 4. You can’t afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value. —Nic Newman, BBC Nimble Report, http://nimble.razorfish.com
  • 5. 5
  • 10. We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, @ftrain
  • 11. Existing art and production staffers from the print side would be responsible for making two iPad layouts (one in portrait and one in landscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficulties http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all
  • 12. All I see is an entire organization screaming, “WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties
  • 13. COPE: Create Once, Publish Everywhere
  • 14. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 14
  • 15. NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content
  • 16. NPR.ORG PLAYER NPR Digital Media Examples of COPE
  • 19. NPR ADDICT IPHONE APP Produced by a public user, based entirely on the NPR API
  • 20. NPR ON THE PUBLIC RADIO PLAYER
  • 29. 31,000 2010 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775 Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
  • 30. NPR PAGE VIEWS 88M 43M
  • 31. “ Over the last year, NPR’s total page view growth has increased by more than 80%. How did we get that much growth? Our API. —Zach Brand, Senior Director Technology, NPR
  • 32. “ The biggest impact that the API has made, however, is with our mobile strategy. The API has enabled NPR product owners to build specialized apps on a wide range of platforms and devices, liberating them from being dependent on custom development to access the content. Through this process, we built our iPhone and iPad apps, mobile sites, Android app and HTML5 site, some of which were turned around in a matter of weeks!
  • 33. THE FUTURE OF MOBILE IS STRUCTURED CONTENT
  • 34. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET
  • 36. THE PRIMACY OF PRINT
  • 37. Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman
  • 38. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET
  • 39. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET
  • 40. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET
  • 41. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET
  • 42. Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing. —Dan Willis http://dswillis.com/uxcrank/?p=378
  • 43. A semantic content publishing system creates well-defined chunks of content that can be combined in whatever way is most appropriate for a particular platform. All display issues are addressed by delivery applications, rather than by a content management system earlier in the process. http://dswillis.com/uxcrank/?p=378
  • 44. WHAT DO WE NEED TO GET THERE?
  • 45. WRITE FOR THE CHUNK, NOT FOR THE PAGE DEMYSTIFY METADATA BETTER CMS WORKFLOW
  • 46. 46
  • 47. 47
  • 49. TRUNCATION IS NOT A CONTENT STRATEGY
  • 54. Metadata is the new art direction. Ethan Resnick, @studip101
  • 58. Content admins hate all the fields. But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental 58
  • 59. CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT
  • 61. “ Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster better content. —Matt Thompson http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
  • 62. USE MOBILE AS A WEDGE.
  • 63. The more structure you put into content the freer it will become. Rachel Lovinger, @rlovinger
  • 64. SEPARATION OF CONTENT FROM DISPLAY. (FOR REAL THIS TIME.)
  • 65. The future of content management systems is in their ability to capture the content in a clean, presentation-independent way. Daniel Jacobson, NPR
  • 66. DESIGN WITH AND FOR STRUCTURED CONTENT.
  • 67. I’ve never seen anyone regret having flexibility in how they deploy content. Jeff Eaton, @eaton