Sessions Recordings from 2014 Digital Day

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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.

KEY NOTES SPEAKERS

The Digital First Opportunity

Featuring: Nicholas White, CEO and Editor-in-Chief, The Daily Dot

Publishers often find themselves stuck between the tried-and-true tenets of traditional journalism and the fast-paced innovation of digital media. Instead of having to choose how to align your company, 6th-generation journalist and Daily Dot Media CEO Nicholas White suggests mixing the best of the old with the best of the new and doing something entirely different. There are parts of traditional journalism that are worth maintaining and fighting for, to be sure. But there are also a few things digital media can offer to enhance existing practices.

Legacy publishers struggle with the implementation of startup or innovative culture. Questions like, “where do we find the best communities to engage?” and “how does data-driven journalism fit into our existing model?” seem daunting. Traditional journalists and digital natives tend to silo themselves away from the other, and therefore miss out on best practices they could incorporate into their own models. No matter which camp you’re in, there’s plenty to learn. White will cover what he knows to be true from his traditional journalism experience, and he'll introduce concepts he’s found successful since moving into the digital-first realm.Link to

 

The Future of TV Entertainment

Featuring: Edward Lee, VP Content Acquisition, Roku

Description: The Internet is transforming the delivery of entertainment to the TV screen – research estimates that there will be 74 million Over The Top (OTT) viewing households in the U.S. by 2017. Roku has taken a digital first approach to entertainment, as the most popular streaming platform for delivering video, music and casual games. The Roku platform features the largest collection of entertainment available for streaming to the TV, including movies, TV shows, music, news, sports, fitness, religion and more. Ed Lee, VP of Content Acquisition for Roku, will describe Roku's perspective on the current streaming landscape, the future of TV entertainment, and how it will all be streamed.

 

DIGITAL MANAGEMENT AND INNOVATORS

Why Have a Website?

Featuring: Stephanie Miller - Director of Station Relations and Communications, NPR; Alex Schaffert-Callahan - Director of Digital Media, KPCC; Karen Mell - Director of Content, KCPT; and Moderator: Kevin Dando - Senior Director of Digital Marketing and Communications, PBS Digital

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

Featuring: Thomas Hjelm - VP, Biz Dev, & Chief Digital Officer, Tammy Carpowich - Director of Interactive Strategy, KPBS; Jennifer Strachan - Independent Media Consultant; Elise Hu - Reporter, Technology & Culture; Moderator: John Davidow - Executive Editor, Digital, WBUR

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

Featuring: Amy Sample - Sr. Director, Digital Analytics, PBS Digital; Steve Mulder - Director of UX & Analytics, NPR

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+NPR One)

Featuring: Bob Kempf - VP and GM, NPR Digital Services; Tom Davidson - Senior Director, PBS Digital; Tim Olson - VP, Digital Media and Education, KQED

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"

 

 

TECHNICAL TRACK

The PMP is Live! Tap It!

Featuring: Ryan Cavis - Principal Engineer, PMP

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

Featuring: Jesse Weisbeck - Sr. Developer, WGBH; Michael Skoler - Vice president of Interactive, PRI; Brandon Hundt - Interactive Developer, PRI

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!

Beyond the CMS: Content Strategy in a World of Many Platforms

Featuring: Irakli Nadareishvili - Director of Strategy, The API Academy of CA Technologies; Bill Haenel - Web and Digital Media Developer, North Country Public Radio;  Thomas Crenshaw - Co-Founder and Technical Lead, Circa Digital; and Jon Ellenberger - Developer, WGBH

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

Featuring: Jack Brighton - Director of new media & innovation, Illinois Public Media; Sam Cohen - Director of IT / WEB, KCPT; Tammy Carpowich - Director of Interactive Strategy, KPBS; and Moderator: Thomas Crenshaw - Co-Founder and Technical Lead, Circa Digital

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. 

LEADERSHIP TRACK

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

Featuring: Mike Reszler - Vice President, Digital Media, APM and Libby Peterek - Director of Web Services, KLRU-TV

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?

Featuring: Thomas Hjelm - VP, Biz Dev, & Chief Digital Officer, WNYC; Tom Davidson - Sr Director, PBS Digital; Shane Guiter - COO, KCPT; and Moderator: Joe Harrell - Director, Digital Strategy, WNET

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"