The document discusses strategic opportunities for broadcast TV, journalism, and digital media in the Middle East. It covers three parts: 1) the changing media landscape, 2) the Middle East marketplace and strategic opportunities, and 3) digital brand and technology strategies. Specific technologies discussed include hosting and content delivery networks to scale websites, mobile platforms, user-generated content management systems, digital brand safety and content moderation tools, social media integration, and real-time visualization of social media conversations. The overall goal discussed is developing a sustainable strategic approach for media companies to engage audiences through broadcast, digital, and social media.

1. Broadcast TV, Journalism & Digital Media
in the Middle East;
Strategic Approach For Sustainable Engagement
Part 1/3: Changing Media Landscape.
Part 2/3: Middle East Marketplace; Strategic Opportunities.
Part 3/3: Digital Brand & Technology.
Sameer Issa
Communications & Media Strategist © 2013

2. Technology Strategy
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
2

3. Hosting & CDN
Scalability & Overcoming Bandwidth Bottle neck
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!3

4. Hosting & CDN
Mobile Platform Scalability
“ 71% of global mobile web users expect websites to load as
quickly on their mobile phone compared to the computer”
•
•
Challenge:
To support today’s “always on” cloud-based world, proven hosting is required that
,
not only guarantees the availability of services, but also delivers an integrated
mobile solution with the scalability to ensure load times, as well as response rates
- even during expected & unexpected peak traffic.
Meet audience rising expectations in regards to mobile load time as a key
monetize reach via mobile advertising and profitably selling digital services
“Implementing effective technology strategy in regards to content distribution has enabled us to
manage spikes in traffic & reduced load time by two seconds, ensuring our users receive an
optimal web experience no matter the device or type of content the user is consuming”
Joe Lalley, Vice President of Digital Products - MTV
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!4

5. > Media Repository
Mobile Cloud Platform
• Platform-as-a-service that provides
the development infrastructure
and tools, along with contextual
device information and
optimization & analytics.
“ 71% of global mobile web users expect websites to load as
quickly on their mobile phone compared to the computer”
Netbiscuits: Platform Solution provider
Automatic optimization for thousands of devices
Templates in
Biscuit ML
Platform generates
display from device
database
Device specific
presentation
• Makes integration with other
network services easier, without
having to install and update the
same complex logic on many
different devices.
• Provides flexibility on demand,
industry-leading uptime and
availability, built-in disaster
recovery and global data center
access networks.
Netbiscuits Cloud Platform Provider
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!5

6. User Generated CMS
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!6

7. UG-CMS
User-Generated Content Management System
CMS isn’t about publishing, its
about audience experience
Whats the Primary driver for increased Usage of CMS?
Forrestor Research Inc.
Globalizing content an tailoring at local level
Improved service
Sales Conversion Rates
New Ebusiness
•Mobile, Social, Personal, Cloud
26%
Improved multichannel Experience
Web redesign
2010+
Third Generation CMS
11%
Second Generation CMS
2003-2010
10%
•Dynamic Websites.
•Marketing-driven
•Business results focused.
9%
8%
8%
First Generation CMS
1994-2003
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
•Brochureware websites.
•Vendor Pinooers: interwooven, Vignette.
•CMS Part of enterprise Content.
•Management Suites.
Strategic Approach
Technology Strategy
!7

8. CMS
Deployment Models, Platforms & Vendors
Deployment Models:
• On-Premise: Software is deployed on owned
servers.
• Cloud: Software is deployed in the could.
• Hybrid: Authoring servers on-premise,
delivery servers in the cloud.
Development Platforms:
• .NET Framework: Microsoft only, mature
development environment.
• Java: Cross platform, popular among large
enterprises and large financials.
• PHP: Cross Platform, Fastest growing CMS
Platform.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
CMS Vendors
Strategic Approach
Technology Strategy
!8

9. Strategic Key Requirement
Scalability-Performance-Usability
• Timely delivery of content is crucial in today's news cycle, coverage needs to be
•
posted on the site as events occur on the ground, CMS where editorial and
publishing processes are simple and intuitive. The need to pull in content from
many sources and publish it in various formats & platforms. Orchestrating it all
requires centralized content management which is agile, resilient & integrated.
In addition to standard broadcast publishing requirements in terms of workflow,
it is required for the CMS to have Low barrier for creating new digital content
entry (micro-sites), & metadata content deep integration.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!9

10. Strategic Key Requirement
The need for a dynamic UGCMS
From ID'ing Songs To ID'ing TV Shows
• “Drupal & Magnolia” / (Open-source) are
widely used by broadcast industry for the
development of their digital presence as it
offers full integration with broadcast
workflow.
Development Project Plan/ Processes
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!10

11. Moderation & Analytics
Digital Brand Safety & Analytics
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!11

12. The Need;
Digital Brand safety; Monitoring & Moderation
• As the Social Media phenomenon is embraced by more and more Internet and
•
Mobile users worldwide, publishers of User-Generated-Content (UGC) face a huge
challenge in finding and implementing sustainable moderation solution to
screen, identify and protect their properties and mobile services from
inappropriate to offensive content (adult, violence, discriminatory, defamation,
etc...).
The nature of UGC and the digital web is that it could only need one single UGC
image or video to trigger a major media crisis involving huge masses within few
minutes.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!12

13. Challenges:
• The need to moderate user-generated digital content across multiple platforms,
•
•
•
•
•
channels and social streams.
Moderation operation; 24 hours / 7 days / 365 days.
The need to moderate all types of UGC including text, videos, images.
The need to protect digital brand from liabilities resulting from infringing UGC
content, whatever it’s a copyright protected image, audio track or video
(copyright infringement engine).
Arabic Language moderation adds extra challenge in regards to automation.
Guarantee moderation workflow even through high traffic web spikes due to
breaking news and sudden developments.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!13

14. Need Analysis; Moderation types:
• Creation and Management of innovative Moderation Policy Guidelines.
• Identify & evaluate proper moderation tool.
• Pre-moderation: review of all UGC text submission from online and mobile
•
•
•
community, prior to being published on the site.
Moderation of abusive content reported by users in order to verify if reported
content is effectively to be considered as inappropriate content according to
moderation guidelines.
Post-moderation of Facebook comments and other social media channels:
YouTube, Google+, etc...
Required Moderation Response Time: Real time moderation (capped with SLA of
maximum moderation response time: 15 minutes)
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!14

15. Aligning digital metrics with strategic framework
Welcome to the world of digital analytics
Awareness
•
•
•
•
•
•
Web Traffic
Web Traffic Referrals
Search Volume Trends
Followers, Friends, Fans
Social Mentions
Share of Voice
Action
•
•
•
•
•
•
•
•
•
Web Traffic
Time Spent on Site
Bounce Rate
Repeat Visits
Content Acceptance
Followers, Friends, Fans
Social Mentions
Share of Voice
Connectivity within Sales
Funnel.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Loyalty
•
•
•
•
•
•
•
•
Time Spent on Site
Repeat Visits
Content acceptance
Followers, Friends, Fans
Repeat Social Mentions
Share of Voice
Recommendations and Reviews
Social Connectivity Among
Customers
• Customer Service Metrics
• Net Promoter Score.
Strategic Approach
Technology Strategy
!15

16. Social Infrastructure
Integrating next level social media integration cloud technology
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!16

17. Social Infrastructure; Align with Strategic Objectives
Connect
Collect
Convert
Allow your users to register and sign in
to website with their existing social
identities. giving access to permissionbased, first-party social data which is
vital to establishing solid relationship
with audience and creating personalized
experiences.
Collecting valuable identity and behavior
data in one place with a next-generation
database designed to store data streams
from social network profiles and user
activities across multiple devices.
Result: Creating Engaging experiences
Increase valuable user actions by
providing personalized social experiences
on web properties while leveraging social
data to deliver hyper-relevant marketing.
Result: Converting visitors into loyal
audience.
Result: Increased registration up to 90%
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!17

18. Social Infrastructure Components
Social Analytics
Analyze social activity across your entire
site to identify influential users, optimize
user engagement, and track social ROI.
User Management
An end-to-end user management solution
that makes it easy to enable social login,
quickly build registration workflows, store
rich user data, and completely manage
your user base in the cloud.
Social Plug-ins
Make your site social with a
comprehensive suite of social plugins
that bring friends into the site
experience, increase interactions, and
pull visitors deeper into your site.
Increasing referral traffic, page views, and
time spent on-site while collecting
behavioral data
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Gamification
Incentivize behaviors that benefit your
business by rewarding users for
valuable actions, and enabling users to
compete against their real friends in an
engaging, gamified environment.
Drive valuable user actions.
Strategic Approach
Technology Strategy
!18

19. Sample Successful Implementations
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!19

20. Rewarding user engagement
Integrating game mechanics on your site begins with defining which
user actions to monitor and reward. User actions can be as simple as
commenting, rating, sharing or liking, or as complex as uploading
video content or participating in an in-depth survey. Any activity on
your site can be tagged and incorporated as a gamification action.
Leaderboard
Progress Bar
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!20

21. Visualizing Social Media
Real time integration of Social into Apps, Sites & TV
building differentiated real-time social experiences into digital and TV
properties designed to reach new fans and connect viewers.
Create sponsorable social media experiences and involve audience in
broadcasts, live events and digital properties to grow viewers, fans
and loyalists.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!21

22. Social Infrastructure; Align with Strategic Objectives
Discover
Discovering and source any
conversation or interaction as
it happens in the digital space
and putting it to use in
programing, advertising &
Marketing activities &
strategies.
Filter
Solid platform to provide
real-time based filtering for
social content pulled from
any social network.
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Display
Delivering engaging,
interactive real-time
visualizations to be
deployed to any digital end
point: website, Facebook
page, mobile site, app, TV
Analyze
Tracking the success of
integrated social content
experiences using solid
metric & reporting. Crucial
for the success of
monetizing strategies &
activities.
Strategic Approach
Technology Strategy
!22

23. Real-time ecosystem of social conversations
Media Conversion; Social ecosystem between TV screen and digital end points
Social Visualization Platform
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist
Strategic Approach
Technology Strategy
!23

24. Thank You
Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist