Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Online Media
December 22, 2008
In my last post,
I emphasized the importance of needing to understand the web as an
entirely different medium in order to take advantage of its unique
qualities. What are some of the characteristics that separate the
Web from traditional media? Here are some thoughts:
It’s a two way broadcast medium – Like radio and television,
once you publish to the web, you can reach millions of people all at
once. Unlike radio and television, the web provides the
opportuni... Continue reading...
Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Online Media
November 25, 2008Many stories have been written as to what ails traditional media, but a recent article
sent to me by a customer called out a key fact that I had not read
elsewhere. The author’s willingness to point out the “elephant in
the room” filled in a missing piece of the puzzle for me. It was
a Eureka moment. In the article, the author debunks the
conventional wisdom that newspapers, magazines, radio and television
are all in the same “information business” competing wi... Continue reading...
Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Online Media
October 20, 2008With
the elections just weeks away I can’t help but wonder what kind of
impact the web, especially with social media, is making on the decision
making process of voters. Certainly, the web has made
information and ideas easier than ever to distribute, share, and
access. Social media’s recent emergence and adoption has only
added to the web’s impact. Anyone can blog, vote in a poll,
comment on an article, or post a video. When you realize that
YouTube didn’t exist ... Continue reading...
Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Social Media
September 23, 2008
Earlier, I described the difficulty of defining social media.
Missing from the list of social media features was context – a
framework for understanding how these features might work together to
accomplish a task or business goal.
After a conversation with a customer
made it clear how important it is to understand “why” these features
were being deployed, I started thinking – could understanding the
“purpose” of a website help organize and explain the... Continue reading...
Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Social Media
August 14, 2008
Why should you deploy social media tools on your websites? A recent conversation with Seth Long at Sound Publishing made me re-think my knee jerk answer. It may not be about creating a loyal community around your website after all. Sound
Publishing is a collection of small newspapers trying to reach a
younger audience segment. They realize their long term survival
may depend on getting the 18-25 year old audience to think of Sound
Publishing as the place to go for news an... Continue reading...
Posted by Mark Ouyang on Wednesday, March 11, 2009
, In :
Social Media
July 14, 2008Recently we had a discussion on social media.
It was a heated discussion. Underlying this question were
important issues – where is the market headed, what capabilities do we
consider to be core to our web publishing platform, and what is the
best way to serve our customers (buy, build, or partner)? One of
the first things we discovered: It’s difficult to define social
media. It means different things to different people. We
found that some customers considered social... Continue reading...
Posted by Mark Ouyang on Tuesday, March 10, 2009
, In :
Online Media
June 13, 2008At Clickability, we believe that while content is important, it is not everything.
Context is just as important and growing more so each day. In
fact, we believe a tipping point has been reached: Context has
overtaken content’s traditional “ kingmaker” role in gaining the reader’s attention, keeping them engaged and getting them to come back for more. Why
is content no longer king? One reason is the sheer volume of content
being created today. In an age where ever... Continue reading...
Posted by Mark Ouyang on Tuesday, March 10, 2009
, In :
Online Media
May 15, 2008It’s
strange for me to consider myself as a technology laggard, but I have
to admit, I don’t own a digital video recorder. If you are like
me, the week is so filled with commuting, errands, after school
activities, homework, etc., that finding any time to sit down and watch
a recorded program, even without commercials, is difficult. As
reasonable as TiVo’s subscriptions costs are, I found an acceptable
alternative using the Internet. The growing digitization and
availa... Continue reading...
Posted by Mark Ouyang on Tuesday, March 10, 2009
, In :
Web Strategy
April 11, 2008A little over a year ago, one of my favorite information technology magazines, InfoWorld,
suddenly announced they were ceasing print publication and going
entirely online. It cited various reasons – cost, limited
resources, lower environmental impact, and most importantly, the need
to focus on where their audience and advertising revenues seemed to be
going – to the web. Was this the right move? Based on my
own personal experience, the answer is “No”. One year late... Continue reading...
Posted by Mark Ouyang on Tuesday, March 10, 2009
, In :
Web Strategy
March 15, 2008Understanding
the need for content to be delivered in any format, to any device, at
any time requires a broader perspective - one that can be hard to
achieve when you are up to your neck fighting daily deadlines,
costs, and interruptions. In this situation, it can be
counter-intuitive to realize the web is a complementary, not a
competitive business to your current operations. With hindsight, it's easy to laugh at the railroad barons' myopia when they dismissed the airplane... Continue reading...
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About this Blog
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As the Manager of Customer Success, I wrote about the challenge of understanding and using the web as a communication medium. Because media customers made up over 70% of Clickability's client base, engaging our customers in a conversation about their transition from print to online was a key business objective for the company.
Going forward, building an online community to share problems, experiences, and insights will be essential in maintaining customer satisfaction. Blogs and other Web 2.0 capabilities will be key to engaging your audience and establishing a dialog.
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These blog posts can also be found on the Clickability Corporate website.
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