The CMS Dilemma: Strategic Content Management - Presented at #IMA2013
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Is there a strategic approach to content management that best serves the needs of local stations, our networks, and most importantly our users and communities? During this two-part session we’ll be doing some heavy lifting to develop a roadmap for content management at your station and beyond. During the first hour, we’ll review a Brief History of the CMS, and how considerations about content management have shifted from publishing web pages to distribution across diverse platforms and services. We’ll then ask you to contribute your challenges, frustrations, and insights, and compile a set of shared definitions and requirements for online content management. During the second hour, we'll address the topics raised in the first part and look for solutions with our panelists from NPR Digital Services and PBS Interactive.
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The CMS Dilemma: Strategic Content Management - Presented at #IMA2013
- 1. Web Content Evolution paleozoic through cenozoic
- 2. Hello. • 90-93 Sound, video, events • 93-96 CD-ROMs • 96-00 Internet Startups • 01-04 Contract • 04-08 Ecommerce • 08-11 School • 09-Now Public Media
- 3. The Hand Built Era • Making simple documents • Every view a custom view • Every Producer knows HTML
- 4. The CMS Era • Turning data into documents • Limited views from matching data to templates • Producer/Technologist schism
- 5. The Application Era • Adding interaction to documents • Limited views change in response to actions • Producer/User Exp./Data Management schism
- 6. The Distribution Era • Publishing documents where the users are • Limited views change by platform, device, actions • Who manages distribution business?
- 7. Taxonomy Is Everything. In Biology.
- 8. Taxonomy Is Everything. In Biology. And in serving your customers.
- 9. Slideshare: “BBC Beyond the Polar Bear
- 15. Key Needs • Standardized Domain Models Taxonomies • Access to Multiple Datasources • Easily Customized Templates • Automated Distribution • More Producer/Technologists
- 16. Google These • BBC Beyond the Polar Bear • Slide Deck on Domain Driven Redesign • Blue Collar Rocket Science • My blog, with breakdown of NYT Snow Fall front-end
Notas do Editor
- QuestionsHow do Content Management Systems fit in the evolution of Web Content?Are we really thinking about them in the right way?The big one: How much of this presentation is going to be relevant after the PMP keynote?
- Quick overview of my experience to set context for my presentation.What are my goals for the station’s web properties? To use all the available media forms at our disposal to tell powerful stories, in ways that can be combined to reinforce each other, with some components that can stand alone by themselves. My station is not doing news, but everything in this presentation could apply to news.
- The Hand Built Era Began in 1990.In the beginning, every page was hand built. HTML really was designed so authors could cross link academic papers and not much else. Note how the users of the hand-built Web are left in the water to fend for themselves until they mature enough to crawl on to land.
- Content Management EraIndistinct boundary Web CMSes began to proliferate in about 1994. By 1997 commercial products wandered the landscape, devouring all the hand-built pages they could. Standalone CMSes and CMS frameworks.Content Management requires Data Management. Information Architects made data models that described sites as pages and navigation to go between them. “Page, page, page, navigation” approach great for site launches and aesthetic redesigns but often made it hard to accommodate new features or future redesigns requiring major functionalityBusiness models based on numbers of pageviewsEncouraged a walled garden approach Flexibility traded for efficiency. CMSes work by limiting publishing options. The Website CMS in this image is guarding a nest full of user eggs, trying to make sure that no other sites take them away. What it doesn’t understand is that after they hatch, the users will always go looking for other sites anyway.
- Application EraCMS Era ended March 10, 2000. That’s the day the stock market was captured by Earth’s gravitational field and began falling towards it. Collision brought about a mass extinction. Commercial CMSes and Web Frameworks that had once ruled the world, like Netscape Server, Cold Fusion, Oracle ECM, and Sharepoint Server either vanished completely or evolved new business models that let them survive, but no longer dominate the landscape.Today open source CMSes have the upper hand. They still make the same assumptions about data models.“MVC,” for Model, View, ControllerThe view – what the site looks like – is what a CEO thinks is important. The controller – the code that fetches the data that makes the site look like that – is what most web developers think is important. The model – the way the data is organized – often is either taken for granted, treated like some untouchable monster that we need to make sacrifices to but otherwise not go near, or – and this the worst – modified on a per-project basis by developers without much long-term planning. In 2000 most stations were years away from adopting a CMSIn the world we are all competing with for eyeballs, it’s been over a decade since Content Management was the biggest problem most companies were facing..Even most open source CMSes assume that you want to built a website that goes “page, page, page, navigation.” Why Application Era?New lifeforms emerged Technology book publisher Tim O’Reilly popularized “Web 2.0 Era” but “Application Era” is more descriptive. Now, web pages weren’t just static, but responded to a user actions.MapQuest was a CMS Era solution: Click different part of the map, load whole new page. Google Maps was magic. Drag map, load new images.Rich apps use Model/View/Controller but custom developed to beyond “page, page, page, navigation.” Applications, like the ones in this drawing, are typically nimble, adaptable and curious about the world around them. They don’t lay eggs in nests. Instead they raise their users, feeding them milk and nurturing them while they explore and learn.
- Application Era seguing into Distribution Era. Users are growing up and leaving: We now build distribution systems to nourish them with our product where they want to live instead of making them come to us. Broadcast model was vertical from production to distributionWalled garden of non-profit organizations. Now we’re competing in an open for-profit marketplaceUsers now at iTunes, YouTube, Netflix, Hulu, Amazon, etc. Using mobile devices, traditional computers, over the top boxes or hybrid combination. I work near Amazon, have had conversations about with Amazon streamingIf the site was powered by some sort of Content Distribution System instead a Content Management System, then this would be a snap.What would that system look like? It wouldn’t look it was built off a “page, page, page, navigation” data model.
- Let’s talk about taxonomy. 18th century, Carl Linnaeus classified living things. Go up, then come back down Taxonomy lets you understand relationships. Relationships uncover powerful stories. Charles Darwin looked at taxonomy and found a big storyToo often we think about taxonomy like Linnaeus Narrow the possibilities until there’s one thing left.We should think about taxonomy like DarwinHow does this become that?
- Other TaxonomiesOn left species of shoes that I won’t be buying. I’m kind of looking for something in the genus, but at a lower price. In online retail multi-dimensional taxonomy is everything. On right is BBC taxonomy example following recent reworking of all their web propertiesNot just a taxonomy, but a domain model Book: Domain Driven DesignCategories in which choices could be made: Genre, for example, or brand. Why “brand?” “Sherlock” isn’t just a TV show. books radio shows comic books
- Simple Sherlock From “Beyond the Polar Bear” slide deck online “Beyond the Polar Bear” refers to O’Reilly Media IA bookRethinking taxonomy first step in overhaul
- Not a drill down taxonomy Domain model shows customer sometimes slip in from the sideConnections are complex and multi-dimensionalDistribution formats part into the modelThe way people think and act Not the way IAs want them to think and act.
- BBC Sherlock PageRich collection of information. Information on or access to genre:dramabrand: Sherlockseries: 2episode: 3 “The Reichenbach Fall” (you can scroll to the others from the series on this page); version: broadcastformats: dvd, blu-ray, iTunes download. 90% of you think “Sure, but the BBC has so much money to do things like this!” Valid but more to it. Overhaul happened because they had to lay off a ton of web staff and eliminate the worst performing 25% of their online content. Cutbacks became opportunity“To handle budget cut you must support complete overhaul of how we think about content management and trust us to execute on it. We can lose staff, but gain efficiencies that make us even better than we were.”
- PBS’s Sherlock has more complex domain model than BBC Sherlock. Sub-branded under Masterpiece MysterySub-branded of Masterpiece. National airtimes may varyBewilderingly complex rights issues (Border station)With under-resourcing easy to see why PBS and NPR have focused on making content management products Just getting a handle on “page, page, page, navigation” is a big step forward, and Bento or Core Publisher do that job. But is it enough?
- Side by SideFunctionally, page do mostly same stuffPBS feels like it does far less. PBS tells story with text, BBC tells story with design 295 words on BBC561 on PBS but feels like more than twice as manyBBC words do much more workBBC offloads “About” to another pageMost page visitors learn nothing new from itCame to the page because they know show alreadyRepeat visitors and already read itBBC episode descriptions concise and on brand: “The return of Moriarty. The crime of the century. Can Sherlock possibly survive?” vs. “The crime of the century is just a prelude for the unhinged criminal mastermind, Jim Moriarty (Andrew Scott, Lennon Naked), when he poses the diabolical and inescapable "final problem" to Sherlock.”This is a design decision, just like fitting narration to program length is a design decision.All part of “Domain Driven Design” approachBBC realized to be a media company, need to utilize strengths of online medium, not just lip service
- The next problems we all have to deal with.One day at REI: Every company is a media company.When business creates a website, it becomes a publisher. Some, like REI, becoming very good publishers. Not just words and pictures of productsPolished and engaging videos stand on merits, strengthen brand, attract new customers.Screenshot not from REI, although story is close to friends there. New York Times, last December. Shared my technical breakdown with the Public Media Innovators on Facebook. Mixes powerful newspaper reporting with audio and video Leads you further into the storyDesign changes, evolves as page scroll. Nine months to report and build, seems like luxuryLaid off 30 same weekLike the BBC’s financial struggles are compelling argument for investment not excuse for avoiding it. Shot across the bow of everyone who thinks newspapers can’t reinvent themselves. If a paper can do something this effective with multimedia, how are public broadcasters going to stay relevant?Content Management System can’t handle it, built by hand. But looking at how it was built, I could see how to build a publishing system that could do it. Similar to solution to publishing problems at REI, which is like the solution the BBC came up with. Make the data model first. When you’ve got a bunch of data, possibly coming from different sources, but you truly understand how it relates, you can envision great storytelling experiences. Build a publishing system, that can sit above one or more content management systemsAggregate data into one record with code, apply a front-end template to it, preferably with as little coding as possible in the templatWhen in place you can make custom experiences that tell your stories really quickly. Not how WordPress thinks about content. Or Drupal. Or Bento. Or Core Publisher. Expect to see more and more stories like this in next two years. Other papers will try to duplicate but not get it right because they cling too tight to legacy models and old ways of thinking. New publishers like The Verge, which built its business model around investing in a proprietary publishing system, will be right there doing amazing work. Without the Times’ overhead, they’ll be more profitable, which means more stories and more eyeballs and more competition for us and our “page, page, page, navigation” way of thinking.
- I have an uncomfortable feeling The right thing to do for our customers – and the future of public media – is rich, multi-dimensional content views, based on a well-designed domain-driven taxonomy. Lacking that, all I can do every day is shove content into existing templates Our taxonomy is completely inadequate to the variety and complexity of our content, or the needs of our viewers to find it and watch it. Because we’ve never addressed these very real needs, every time I push the “publish” button, I make our site a little worse.My problems and the BBC’s problems and The New York Times’ problems differ only in scale. At the local level, we’re all going to have to do what the BBC and The Times are doing with their online content in some way or another. For some of us with more resources that may mean we continue to build our own systemsFor others it may mean putting content into sites that are hosted and maintained by a national organization. Either way the most essential thing is reaching the viewer, not just on a single web page but also through players like Amazon Streaming, Netflix, and Hulu.Distributing audio and video online isn’t going to be enough to keep the system healthy. We also need to use this medium’s strengths to tell stories in integrated ways that we’ve never done before. If companies that make their money from selling shoes or tents are better online storytellers than we are, then making the case for funding is going to be tough. We must make publishing systems that open up new creative pathways instead of making templates we can’t changeThe BBC’s symbol for the era it needed to evolve from is the polar bear. Mine is a dinosaur, but it’s the same problem. We here in this room represent an amazing nationwide collective of content creation for the public good. Our business model is based on the idea that if we get the content we make to the widest possible audience, we can use that success as justification for funding. Content management rooted in “page, page, page, navigation” data models was what public media needed, but didn’t get, in the late 90’s. Now, we have to take advantage of any chance we get to leapfrog and create publishing systems that help local storytellers use the online medium to tell stories – in either the sense of the New York Times piece or the Sherlock page – in ways that engage their audience. And we have to use those same systems to easily share the core parts of those stories that draw from our traditional strengths in audio and video. Audiences that aren’t coming to us, but are get their media elsewhere need to be reached. I can’t sit here and say I know exactly how those publishing systems will work, but I can say that unless they start with rigorously-examined content models, they will be just more one-trick pony content management systems.
- This is a placeholder slide to provide a transition between session start and the presentation itself.