2. Innovation meets Collaboration
Mobile community
• Cutting through social clutter:
• Can we connect to one of the networks: linked in?
• Do we need to create communities on our site?
• Create topic specific forums: example for food (dairy, meat, etc) How to mimic the advantages of the big social networks
• Gamification: How can we engage users?
• Whatever the channel is, needs to mimic forum Needs to be a component of pushing out messages based on their behavior
(ex. Of twitter)
Fostering New Behaviors:
• The content and questions can drive the new behaviors What criteria can we require that allows people to post but remain
anonymous Give access to gated content for those who have a mobile account and completed profile Engage other thought
leaders: ask the experts, live chat, tweet chat style Showcase our alliance with experts, improves our credibility Schedule
weekly chats to drive repeat behaviors
Changing Penton Behaviors
• Show examples of where its done well and audience drives and reacts well Make it part of goal setting process Encourage
people on their own (personally, professionally) to engage in a mobile discussion: you don't see the relevance until its
relevant to you Create a level of friendly competition: Within the staff and within Penton
• Encourage social media and market facing behaviors: Set up a twitter account, etc
• Make everyone a content creator (Nola.com example) We should look for alliances more quickly Revamp the pulse to create
communities for chat David K and excomm should host weekly chat, rotate conversation=create the behavior you want to
see
3. Insights and Decision Solutions
Building a Start up Culture
break down barriers
• Limit the stakeholders, so we end up with too many ducks (cant fly well, can't
swim well) Leader, business person, content person, executioner, user experience
Bullpen mentality - break down the walls, change the setting Feeding ideas
Breaking down Barriers Developing the business Open communication
Collaborative effort Manage the amount of workload Start ups have a singular
Focus, if this is added on top of other responsibilities it can be hard to
benchmarking
• Bring in people with start up mentality and mix with our experienced experts.
Make it infectious Secondary research. Have lunch with people doing what we
want
Warby Parker virtual eyeglass store where you can try on 5 pairs for free Airbnb
• Get it out. Don't make it perfect.
• Have revenue cycles to keep projects are improving Timelines Check ins Abandon if
needed Transparency Use a platform that all can share
4. Innovation meets Collaboration
Insights and decisions solutions initiatives obstacles -
• Building the data centric talent pool
• How do we get out of our own way
• Where do we find these people? Is it within our markets our outside Penton?
• how do we educate? For example tagging blogs?
• The biggest Penton challenge is silo mentality – how are we going after these projects organizationally? How will it funnel?
Need a defined group sourced from a defined group - we don't want too much structure though because its a startup but we
need to know who the folks are- Implement a social network for this project - implementing the new platform will lead to
the opportunity for this social network
• The fact that we are going after this in pilot form will help as we will sort of set up an advisory board for the entire company
• Identifying what skills we have in house and more importantly which ones we don't - go get those folks we don't have in
house fast
• Talent across IT is hard to find - internal talent is best bet - more jobs than people so if there isn't internal talent we have to
pay for it -
• Maybe the folks we have internally that aren't "data" people that will be good at tagging and gathering data
3 bullets as to why Penton is the place to go for data?
• Location is unimportant
• Youth maybe an asset?
• Do we have relationships with universities?
• Internships?
5. Mobile community initiative obstacles
Cutting thru clutter --
• Social community starting on the mobile device. Mobile social site.
Trucker community.
• Discussion to start on pricing and parts and component. Like
autotrader.
• More of a b2b play on social media.
• Build a review platform for mobile. Consumer reports
• Feedback. Why they like certain products better.
• Review platforms like Reviewbuzz for reputation management.
• Combination of rating and trending would cut through the clutter.
• Social media data aggregator. How can we do this? Feeds based on
data.
6. Mobile community initiative obstacles
Cutting thru clutter --
• Integrate, don't compete
• Bring social network profiles
• Link to their other profiles
• Add their twitter feed right on their profile page Private groups for
more regulated type content Attract moderators who our more
influential users trust Invite more influential members in Value to
higher end people is to give them an opportunity to reach a broad
audience Stroke egos We offer reach Our content needs to bring
the added value Large farmers want to only talk to other large
farmers For other markets needs to be a focused group Need
editing on forums. Editors provide a summary of any forum track.
And that's the value Create exclusive pay for centers that the right
audience wants to be in
7. Mobile community initiative obstacles
Changing Penton Behaviors
• Work in sprints - break it up into bite sized pieces
Accountability in reasonable amounts.
• Put a measurable number to it
• Change behavior, change location
• Sharing across Penton - mshow how it works be
sharing Love the two pizza rule Change it up.
Don't do the same thing
8. Mobile community initiative obstacles
Fostering New User Behaviors
• The value of the content
• Different content
• Marketing! Around the importance
• Make it really easy to use
• Opinionated pieces and offer opportunities for
discussion
