iMA Digital Day 

July 9, 2014: 7:30 a.m. - 10:00 p.m.


July 10, 2014: 7:30 a.m. - 10:00 p.m.

July 11, 2014: 7:30 a.m. - 6:00 p.m.

July 12, 2014: 7:30 a.m. - 2:00 p.m.


Sessions for 2014 Digital Day

Jump to: Leadership Track   Technical Track   Digital Management & Innovators Track

What if everything were Digital First?

How would things be different if everyone at your shop saw the world with a primary focus on our digital presence? If we thought about reaching our community first and foremost through the web? It's a very different lens that forces us to re-consider some basic tenets of the business of public broadcasting and the opportunities available to pursue our mission. We'll be taking a hard look at traditionally held perspectives whether it be imagining a digital benefits package to attract the digital first audience, re-imagining the way we distribute audio and video, questioning the need for a traditional web site, or blowing up the source and organization of the content we provide to our communities. Come join us for a day where we question everything and arm you with strategies and specific tactics for driving new opportunities in the digital space back home.

PMDMC and Monetizing Digital

Digital Day will act as a perfect set up leading into PMDMC and the "monetizing digital" track. The successful revenue models of the future require that we think very differently, and where better to see leading innovations than iMA Digital Day and the PMDMC?!

Customizable Technical Deep Dives

As Greater Public Digital seeks to grow our industry's digital tech community, we'll begin to offer opportunities for this professional group to convene. On July 10, the first day of PMDMC, we will host a full day of deeper technical discussions. The day's topics will be determined in a semi-unconference fashion where we'll accept your ideas for topics leading into the conference and then make sure we have the expertise to staff and co-lead those discussions in Denver. These will be informal where the group can share ideas, stories, pain points, and wins with each other. It's a way to share knowledge and learn from each other. More details on how to submit your ideas for sessions will be posted here and also announced via the iMA Newsletter, so stay tuned.... 


Digital Day sessions will be broken into tracks for the technical community, digital management and innovators, and digital leadership as described below.


Breakout Sessions


Why Have a Website?

Description: As public media stations become multi-platform media organizations, we’ve focused on building feature-rich websites at great cost and effort. But does any of that work matter? Are mobile platforms, social networks, and content distribution networks making your website irrelevant? This session will explore the future of the website and its place in your station’s overall digital and content strategy.

Right-Sizing Your Station for Digital: Real Questions / No Right Answers

Description: To staff a public media station we know that we need hosts, producers, reporters, and engineers as well as underwriting, membership, and development teams.  When it comes to staffing your station for a digital future, how does this change? Do you need in-house developers, a digital VP, designers, web producers, digital product teams, social media producers, editors, photographers, and videographers? Do you need a separate digital business development or underwriting team?  Does membership focus on gathering data alongside taking pledges? How does a station pivot to ensure digital success under budget constraints? Join this group of managers as they discuss the merits of different strategies in building skills and staff with a variety of digital capacities to right size their station for the future.

PubMetrics Summer 2014

Description: Join NPR’s Steve Mulder and PBS’s Amy Sample for a tour of the most important digital trends across the public media system. Steve and Amy will reveal the latest insights based on metrics from hundreds of station websites and streams. We'll discuss our audience reach in digital vs. broadcast terms, the changes to listening and viewing behaviors impacting metrics and stations, where different forms of streaming are growing and where they are shrinking, mobile trends, audience engagement, and a few statistics specific to audio and video aggregators through a variety of channels. We'll also look a little at the differences in television and radio statistics to see what we can learn from each other. These are the key metrics you’ll want to understand to help focus and guide your interactive efforts.

How can two groundbreaking television and radio digital plays help each other? (MVOD+Carbon=smarts)

Description: Both television and radio innovators are pushing the envelope in very creative ways in the digital space. They are re-imagining radio in a non-linear and clock independent fashion and offering up the vast archives of PBS digital content as a membership benefit and sales tool. These are entirely new business models and processes envisioned through the flexibility of digital. They also present some significant challenges to solve in our business processes, technical capabilities, collaborative efforts, and rights management. While the two projects have been approached differently, they also have a lot in common in terms of data collection processes, rules for sharing, technical requirements, and system-wide coordination (think authentication). Join us for an update on the status of the Membership Video On Demand initiative and Project Carbon from the respective committees and a frank discussion about how the two initiatives must and can work together and also learn from each other. And to hear more about the revenue potential from the two projects, you won't want to miss the PMDMC Monetizing Digital Session: "A Station Side Look at National/Local Opportunities"


The PMP is a Finally a Reality: How Does Your Station Tap Into It?

Description: The Public Media Platform has been a grand concept and fantastic idea for years, and now it is finally a reality. The idea of accessing all that content and a wider audience for your content is intriguing, and your management wants to take advantage of it. Now it’s up to you to figure it out. Luckily the PMP infrastructure was built with common data standards, and the service layer was built using common open source tools. In this session PMP architects and technical experts will share how the PMP works and what is required to take advantage of the growing database of content.


Practical Responsive Web Design in a Content Heavy Legacy Environment

Description: Responsive web design (RWD) is beginning to mature as a process and will eventually morph from niche to standard practice. Tools are improving and best practices are growing as we face a world of proliferating device types. As we consider our future where there is no “mobile” web but only the web that disregards screen size and physical location, we need to embrace methodologies that allow us the flexibility to reach and engage the entirety of the web audience. RWD is the right approach and should be used from the start of any new project, but how do we handle our longstanding web sites with hundreds, if not thousands, of content pages and functions and features (that may not be documented well)? Our reality is more complex than a fresh start, and it requires some hard choices, strategic thinking, and time. This session will overview the basics of RWD and the concepts of progressive enhancement and performance tuning in your process. We’ll then adapt the process to a typical pub media reality where we must tackle a less than pristine environment. We’ll give some very practical tips on how to prioritize along with strategies for rolling out a responsive site over time. Come roll up your sleeves and get a little dirty!


Content (Management) Strategy: Why your website CMS is no longer enough

Description: Drupal, WordPress, Django, and other Content Management Systems make it easy to publish content to a website, but each CMS is a walled garden. The reality is there are many other content systems that don’t connect to the CMS. The content publishing world has become increasingly complex with many of us using multiple CMSs, like Core Publisher and Bento; blogging platforms, like Tumblr and WordPress; presentation vehicles like COVE, YouTube, iTunes, ROKU, and social media spaces; content from external sources; and not to mention the NPR API and the Public Media Platform.

This session is all about new approaches to content management strategy where publication and presentation of content are completely decoupled from a “one size fits all” CMS. In our new world where no one CMS can do it all, we’ll consider solutions that allow you to use your entire station as the back-end while integrating content from many sources for your digital publishing and content delivery. 


Development Practices: Core Components and Best Practices

Description: Wikipedia describes a software-development methodology as a framework that is used to structure, plan and control the process of developing an information system. Examples include waterfall, prototyping, iterative and incremental development, spiral development, rapid-application development, and extreme programming.

There is also a lot of talk about Agile, which is more than a set of tools and processes for software development. Agile is a philosophy that can be adopted throughout your organization to improve productivity.

Join us as we cut through the buzzwords to discuss key elements of a successful software-development process and methods for implementing sound development practices into your workflow. Beginning with the needs of the business, we'll work our way from the planning stages roadmap to our first development and testing cycles to deploying code to production and repeating. Regardless of your team size, this session will guide you in implementing a newer, leaner, more transparent and stable development process. 



Update on strategic digital initiatives

Description: Sometimes it feels like we’re fumbling our way into the digital era (and in many ways that may be true), but in some very intentional ways our industry is taking charge of its destiny. We are re-imagining our core products, collaborating on a scale never seen before, creating relationships with new audiences, growing our member benefits in ways never envisioned, and establishing relationships with industries that have always been loosely related but not necessarily connected. In this executive update, you’ll get the latest progress on the Membership Video On Demand project, the Re-Imagining Radio initiative (Project Carbon), the Public Media Platform, PBS Over the Top efforts, and our latest in-roads with the Connected Car.


Building a Data Strategy

Description: The most recent buzzword is undeniably DATA.  “Big data”, “customer data”, “data-centric”, “data first” are all gaining attention, but is “big data” really in our future? Public media is a relatively small industry, and we don’t have many truly system-wide projects that would lead to accumulating, analyzing, and sharing the volumes of data necessary to call “big” data. The power of a data-centric approach through customer relationship management remains, but it’s not an easy transition. We have access to considerable data about our online customers, but as of yet we’ve taken very few steps to gather and address that potential. So where does that leave us? Overwhelmed and even paralyzed by the distance between our current state and a desired data driven future state.

As with many daunting challenges the problem is best tackled with a long-term vision in mind and taking measured, intentional, concrete steps forward. Come listen to a few versions of a data vision and the specific steps these organizations are taking to move forward and rack up wins with data along the way. 


What is Working with Online Audiences and Why?

Description: We've been working for years now to find that silver bullet that brings large audience numbers to our online content. As it turns out there are quite a few success stories in and around our industry, but their success is no viral accident. We'll look at a few examples of successful online content (video, audio, and blogs) and explain why they are doing well and the strategy behind each. We'll share their traffic numbers and the opportunities associated with achieving volume. Online audience can be built with a strategy where you know your audience, produce fantastic content (of course), let your target audience know it's available, measure your progress and adjust accordingly. Viral is always great, but you build an online business with methodical and intentional strategy to connect with your target audience.


Digital Transition or Business Transformation?

Description: We’ve been working on building skills and experimenting with delivering content on digital platforms now for a number of years. We have dabbled in revenue experiments with varying degrees of success and no silver bullet as of yet. Is it time to consider that the transition we are pursuing is much more than that? Should we be looking at everything in an entirely different light? Back when television came along, it took time to fully embrace the potential of the visual medium. What happens if we transform our perspective and consider the digital first consumer; those who never use a radio or a television? This approach just might create a whole new opportunity with additive potential from your broadcast efforts as long you provide an experience that makes them want to come back. Their entire relationship with you will be built online. For you to be successful they must find great content and have an engaging experience along with perks they can't find elsewhere. These consumers don't care about your TV schedule and probably not the livestream either. They will also require a smooth mobile experience. This session will explore building a portfolio of digital benefits and actively pursuing a whole new digital-first consumer base. And for a more in depth look at the analytics and user experience required to funnel your digital consumers toward membership, you won't want to miss the PMDMC Monetizing Digital session: "Data and Revenue, Part II: Analytics and Membership"