25
Sure, it could be done. Building Data-centric Media Organizations Tom Johnson Inst. for Analytic Journalism [email protected] April 2014 1

Building Data-centric Media Organizations

Embed Size (px)

DESCRIPTION

A presentation prepared for KSFR, a public radio station in Santa Fe, New Mexico, USA. The main point is that the station should develop a "digital first" approach to all aspects pertaining to its Audience(s), Content and Technologies.

Citation preview

Page 1: Building Data-centric Media Organizations

Sure, it could be done.Building Data-centric Media Organizations

Tom JohnsonInst. for Analytic [email protected] 2014

1

Page 2: Building Data-centric Media Organizations

Foundation Assumptions

• KSFR is not a radio station; it is in the business of communications

• Sundown for “Mass Media”• First, “serve the communities”• The Three 100s• Data In Analysis Info Out and it’s all digital• Dynamic data environment requires continuous – Learning – Experimentation – Peer Teaching

2

Page 3: Building Data-centric Media Organizations

Foundation Assumptions

• Everyone’s job includes research, exploration/experimentation, sharing/teaching and doing it again

• Think “Digital First”• All communication can/should be perceived

as bi- or multi-directional• KSFR has few challenges unique to the

station• If you can’t measure it, you can’t manage it

3

Page 4: Building Data-centric Media Organizations

NNMRF and KSFRData Central

NNMRF and KSFRData Central

4

Page 5: Building Data-centric Media Organizations

Three Components

NNMRF and KSFRData Central

NNMRF and KSFRData Central

5

Page 6: Building Data-centric Media Organizations

Three Components: Audience• Listeners• Who, What, When,

Where, Why, How?• Geographic• Interests• Sponsors/underwriters• Producers• Staff• Board

6

Page 7: Building Data-centric Media Organizations

Three Components: Audience• Listeners• Who, What, When,

Where, Why, How?• Geographic• Interests• Sponsors/underwriters• Producers• Staff• Board

•Most aspects can be described with and related to via digital data•We can capture that data

(sometimes with effort) using free or cheap tools•We can efficiently communicate

with all these audiences efficiently…•…to coordinate content, raise

funds, solicit volunteer corps to…• promote station, talent, events,

good works• Yes, dedicated, on-going training

required 7

Page 8: Building Data-centric Media Organizations

Three Components: ContentAu

dien

ces

Tech

.

•“Our Town” (KSFR) data base•Programming

•News•Music•Talk•Public Service

•Financial•Donors

• Type?•Sponsors•Grants

•Events•Planning•Coverage

•Training•Community communications

•Board data/activities/documents

Content

8

Page 9: Building Data-centric Media Organizations

Three Components: ContentAu

dien

ces

Tech

.

•“Our Town” (KSFR) data base•Programming

•News•Music•Talk•Public Service

•Financial•Donors

• Type?•Sponsors•Grants

•Events•Planning•Coverage

•Training•Community communications

•Board data/activities/documents

Content

9

Page 10: Building Data-centric Media Organizations

Three Components: ContentAu

dien

ces

Tech

.

•“Our Town” (KSFR) data base•Programming

•News•Music•Talk•Public Service

•Financial•Donors

• Type?•Sponsors•Grants

•Events•Planning•Coverage

•Training•Community communications

•Board data/activities/documents

Content

10

Page 11: Building Data-centric Media Organizations

Three Components: ContentAu

dien

ces

Tech

.

•Serious, regular data analysis• Sponsors and Listeners• Fine-grained analysis of sponsors

(what are they getting for their money), • Donors (What, when, why, who,

Where and How do they donate)• Status of our digital listeners•When do people listen? •With what types of devices?• How long to they listen, etc.

• Status of your terrestrial signal

Content

11

Page 12: Building Data-centric Media Organizations

Three Components: ContentAu

dien

ces

Tech

.

•The default is that everything is digital; everything is easily accessible; everything is open to the communities as needed

•Only then do you start to talk about what should have limited access

•Much of this data can be stored cheaply in The Cloud – Dropbox, Amazon, etc.

Content

12

Page 13: Building Data-centric Media Organizations

Three Components: Technology

Content

Audiences

Technology

•Open Source apps whenever possible; also TechSoup•Default storage: Cloud-based, shared applications •Everything in Responsive Design•Emphasis on collaboration tools•Constant research and broad sharing of findings•Weekly training sessions: staff, producers, board, volunteers

13

Page 14: Building Data-centric Media Organizations

Three Components: NOT separate entities

NNMRF and KSFRData Central

NNMRF and KSFRData Central

14

Page 15: Building Data-centric Media Organizations

Your Data Hub•The Three 100s•Strive to eliminate hierarchy/ permissions/ limitations to data and tools•Strive to encourage exploration – the “I wonder if….” factor

15

Compote of Data/People/Apps

Page 16: Building Data-centric Media Organizations

Compote of Data/People/Apps

The Data Hub: Who can use this?•News– Create geo-coded data

set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting

– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings

16

Page 17: Building Data-centric Media Organizations

Compote of Data/People/Apps

The Data Hub: Who can use this?•News– Create geo-coded data

set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting

– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings

17

Page 18: Building Data-centric Media Organizations

Compote of Data/People/Apps

The Data Hub: Who can use this?•News– Create geo-coded data

set of all people in our “family” - IF THEY SO DESIRE – to be available for “What do you see?” reporting

– Building library/archive• Analysis of election results• Analysis: Gov’t budgets• Tracking FOIA/IPRA filings

18

Page 19: Building Data-centric Media Organizations

The Data Hub: Who can use this?•Programming– All-media teasers– Listener polls– Hyperlinked playlists– Real-time listener requests– Build cross-listener

community/conversation– Multi-directional calls for $

$$ support

19

Page 20: Building Data-centric Media Organizations

The Data Hub: Who can use this?

20

•Financial– Up-to-date data on demographics– Dashboard on giving progress– Station peer-group analysis– Various methods of giving•Multiple Online methods•Annuity information•Stock donations•Promotion of car donation•Shared budget info•Public 990s•Description of specific projects

requiring financial support

Page 21: Building Data-centric Media Organizations

The Data Hub: Who can use this?

21

•Management– Broad- plus sub-set calendars– Task/team management tools– Event planning and analysis tools– Dashboard on financial standing &

revenue streams progress– Station peer-group analysis– Regular newsletter(s) with

appropriate intra- and inter-links

Page 22: Building Data-centric Media Organizations

No, I’m not making this up

• Vox Takes Melding of Journalism and Technology to a New Level [NYT April 8, 2014]

We need to talk: 26 awkward questions to ask news organizations about the move to digital

• Some Ethics are Better Than Others (The decision-making process of a “traditional,” venerable journalism organization (Society of Professional Journalists) vs. the 15-year-old Online News Association) http://journoterrorist.com/2014/04/08/ethics/

• A thoroughly modern digital publisher To be a non-profit, doesn’t mean there is no revenue stream. This approach could work for an aggressive public radio station.

• Journalism needs the right skills to survive 22

Page 23: Building Data-centric Media Organizations

Wrap-up• Commitment to learning – board, staff, producers, volunteers• Constantly looking outside for professional and intellectual

resources• It’s not failure, it’s “lesson learned”• Requires in-house champion (initially, half time) to drive the

project • Start small, ramp-up with iterations • Cost?

– Using Open Source software and Cloud storage?TBD but est. $5k per year

– Initial build of data warehouse and Homepage~$7,500 to $10k

– Major investment: dedication to development and training time – staff, producers, board, volunteers

23

Page 24: Building Data-centric Media Organizations

Wrap-up• Time frame? Initially, 6-9 months,

but then on-going• Requires in-house champion (initially, half time)

to drive the project • Start small, ramp-up with iterations • Cost?– Using Open Source software and Cloud storage?

TBD but est. $5k per year – Initial build of data warehouse and Homepage

~$7,500 to $10k– Major investment: dedication to development and

training time – staff, producers, board, volunteers

24

Page 25: Building Data-centric Media Organizations

Tom JohnsonInst. for Analytic [email protected] 2014

Thanks for listening.I hope this helps.

25