Tbex toronto

1

Multi Platform PublishingTBEX Toronto, June 2013

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A really quick introduction:

Martin MacDonald Inbound Marketing Director, Expedia EAN

Get in Touch:

Twitter: @searchmartinEmail: mmacdonald@expedia.comLinkedIn: uk.linkedin.com/in/mogmartin

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SEO experience

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But you don’t care about that right?

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I’m also a ‘frequent’ traveller

Over 250 cities, 30 countries, 3 continents.

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I haven’t had a dip in the Southern Ocean

..But I have done the rest.

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Multi Platform Publishing

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How many people actively optimize their users experience for these devices?

?

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Laptops / desktops

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Tablets

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Smartphones

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Kindles

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Nintendo DS

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Smart TVs

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Refrigerators

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Cars

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Watches

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Digital Signage

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Google Glass

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The way we connect is changing

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My point is:

We spend more and more time surfing the web on “other” devices, whether they be iPads, smartphones or microwaves.

In the BRIC nations (Brazil, Russia, India & China) mobile is above 50%!

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Lets talk about browsers for a minute

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How many can you name?

Every web browser may be slightly different – varying resolutions, restrictions, rendering engines, CSS interpretation etc.

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How many can you name?

367 different browsers registered over a 90 day period!

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So what CMS do you use?

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Get your site right first, the basics:

• Installed by millions of users, • highly active communities, • hundreds of thousands of pre-built plugins• Incredible theme choice• Easy to install, update and maintain• Relatively* low resource overheads

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The clear winner. To me anyway.

The default choice CMS for web publishing:

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How a CMS Works

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How a CMS Works

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How a CMS Works

The Desktop Web

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How a CMS Works

The Desktop Web

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How a CMS Works

The Desktop WebThe Mobile Web

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THIS IS NOT CROSS PLATFORM PUBLISHING.

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How a CMS Works

The Desktop WebThe Mobile Web

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How a CMS Works

The Desktop WebThe Mobile Web

This bit is the CMS

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How a CMS Works

The Desktop WebThe Mobile Web

This bit is the CMS

All this is the presentation layer

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THIS IS CROSS PLATFORM PUBLISHING.

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How frictionless cross platform publishing works

Desktop Web

Mobile Web

True cross platform publishing involves using your content in agile formats to produce the best possible user experience on any given device.

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What do we need to achieve this?

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Metadata lots and lots of metadata!

&Late binding content

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Metadata

Think of it as a rigid structure for your content

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Metadata – you are already familiar with a lot of it:

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Metadata – the press has used it for hundreds of years

Banner

Sub-Head

BylineCutline

Sidebar

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Looks like a newspaper now huh?

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Every page element should be deconstructed

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Early vs Late binding - in content

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Late Binding Content – CMS Requirements

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The CMS is the most under-optimized part of your business.

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The CMS is the most under-optimized part of your business.

It’s the part that YOU spend most time in.

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But what can I do to get started already?

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Assumption:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

1:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

2:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

3:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

4:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

5:

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Wordpress Default Plugins

These plugins should be considered DEFAULT installations:

6:

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But this isn’t cross platform

is it?

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But this isn’t cross platform is it?

NO(but its important to get the basics right)

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So how can I start with Xplatform today?

Main blogSocial Media

Niche Sites

Curators

Native Apps

Content Hacks

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Social Media

We all know these right?

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Well, even for these you need some Xplatform thought

Facebook OpenGraph Metatags

https://developers.facebook.com/docs/opengraph/howtos/maximizing-distribution-media-content/

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Well, even for these you need some Xplatform thought

https://dev.twitter.com/docs/cards

Twitter Card Metatags

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Well, even for these you need some Xplatform thought

Google Plus Metatags

https://developers.google.com/+/web/snippet/

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But there are thousands of “social networks”

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Push your content in a platform modified format

wherever your audience spends time.

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Benefits to X-Publishing on Social Media:

• Increased audience & reach• Improved follower count and social authority• Viral magnification effect• Faster indexing by search engines• Higher likelihood of acquiring organic links

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Niche Sites - TripTease

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Niche Sites - HaikuDeck

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Niche Sites - SlideShare

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Curators

There are thousands of curation possibilities

– ranging from newspapers and magazines, to traditional curation hubs such as Digg.

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Curators – outbounding.org (beta)

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Native Apps

Native mobile apps using WordPress data

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Native iOS / WordPress bridge - WpApp

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Native iOS / WordPress bridge - WpApp

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Real Xplatform is coming very soon!

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Real Xplatform is coming very soon!

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Real Xplatform is coming very soon!

BE READY

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NEWSFLASH!

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BLOGGERS:You aren’t in the business of “blogging”.

You’re in the business of “content production”.

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BLOGGERS:

Make sure you have a presence where your audience is!

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Thank you!

Get in Touch!

Twitter: @searchmartinLinkedin: uk.linkedin.com/in/mogmartinEmail: mmacdonald@expedia.com