A successful content ecosystem takes connections connected content, people, and systems. However, at many organizations, content is created in silos, powered by politics, and not driven by success metrics. It might be outdated or contradictory, have different voices, or be disconnected from audience needs. In those instances, content is a drain and an expense, rather than an asset. This presentation reveals how organizations of different types and sizes created content ecosystems that transformed their content into assets that deliver audience value and drive business success.
30. Characteristics of an ecosystem
• Linked together
• Interdependent success
• Each organism has its own niche or role to play
• Separate organisms become a holistic system
• The absence of one element can affect all parties
30
54. MGM Resorts serves up recommendations based on guests’
location, interests
MGM Resorts sends notifications for
nearby restaurants, shopping, show deals,
coupons, etc., via guests’ smartphones,
based on geo-location, loyalty member
status, and preferences.
Example: MGM Resorts
Source:Thismoment/AlCmeter
presentaCon,
2015
67. Cross-merchandising
“By focusing on need states, specifically through cross-
merchandising, retailers have an opportunity to play against their
strengths while giving consumers what they want.”
“Creating Ties That Bind” - Progressive Grocer, October 22, 2014
67
69. Content
• Decided collectively
• Awareness of what else is being created
• Consistently used content types
• Tagged consistently
• Measured
• Metrics feedback loop – communicated to
stakeholders, and used to inform decisions
69
71. Thank you!
You can download these slides at
http://bit.ly/content-eco
Hilary Marsh
Chief Strategist & President
Content Company, Inc.
http://www.contentcompany.biz
hilary@contentcompany.biz
@hilarymarsh
Hinweis der Redaktion
“Monetizing your Wifi Network”
MGM sends notifications for nearby restaurants, shopping, show deals, etc., for hotel guests staying in Bellagio Las Vegas via their smartphones, based on geo-location, loyalty member status, and preferences. and the MGM app.
Delighted Customers: MGM Corporation. http://internetofeverything.cisco.com/see/delighted-customers
http://internetofeverything.cisco.com/see/delighted-customers