1

1
AOL CMS , High Level View
Uniqueness
Persistent Special Data
Persistent General Data
http//news.aol.com
http//music.aol.com
http//movies.aol.com
http//games.aol.com
http//television.aol.com
http//sports.aol.com
http//video.aol.com
2
(No Transcript)
3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
Services Architecture
10
Sample Dataflow Diagram
Aggregation
Ingestion
Tools
Configuration File
Stage
BCP Type1
XML PSV CSV
Parser
BCP Type 2
Query
BCP Type3
Production Content
XSLT
Field Transformer
Match
11
Sample of Feeds Ingestion
CMS
Feed
CMS Master Daemon Process
Feed
Extract/Transform
Feed
Feed
Staging Storage
(XML-RPC)
Feed
Feed
Feed
Load
Feed
Feed
Feed
12
Sample of ETL Tools Architecture
Index

• Extracting
• Transforming
• Loading

XML PSV CSV
Publish
Load
E-Mail
Publish
FTP
Load
Database
Publish
CMS
HTTP
Load
Publish
Tools
SCP FTP Server
Publish
13
The Playing Field ( time to pull out this magic
wand)
14
Some of the CORE ELEMENTS of a Content Management
System
Core Elements
Capabilities

• Ingest content from large number of data
  providers. Know what you have.
• Ability to request/identify content not available
  through feeds. Identify what you need
• Build maintain a central Content Repository,
  ensure speed. Reduce Duplication, Increase ROI
  with every single record
• Flexibility in Biased and Unbiased content
  Handling (i.e., primacy and all, premium and free)

Ingestion Aggregation
Categorization Remixing

• Automatically categorize content via tags and
  meta-data analysis.
• Be able to cope with sudden burst of information.
  Able to Queue based on content importance.
• Package, format and distribute content/feeds
  across multiple platforms .

• Use relevance filters to identify content/feeds,
  utilizing multiple variables and adjusting for
  specific segments (e.g., Web-wide vs. user)
• Offer tools.
• Automatically program content.

Control Discovery
Monetization

• Can help drive more money into company coffers

• Allow capability to tap into content repository,
  create relevance filters in publishing and
  ingestion tools
• Enable users/partners to create their own
  experiences

Open Interfaces
15
CORE ELEMENTS AVAILABLE in an average Company
Core Elements
Capabilities
Ingestion Aggregation

• Anybody can pull the file and parse it

Categorization Remixing

• Some rudimentary categorization
• Content is available to ALL but not necessarily
  USED

Control Discovery
Expense Line in Budget

• CMS does not make money- WRONG

Open Interfaces

• For internal Partners, with some customization.
  Lost track who uses what..

16
CORE Challenges
Core Elements
Capabilities

• Ability to ingest feeds fast
• Enable flexible content rights control for
  publishers (i.e., premium and free)
• Unique IDs.
• ID spaces and Content available through out the
  company could be a challenge

Ingestion Aggregation
Categorization Remixing

• Automatically categorize content via tags and
  meta-data analysis. Mixing content in unbiased
  and biased (primacy) methodologies

Control Discovery

• Automatically program content based on
  editorial, query and user preferences

Revenue or Expense

• on air time, How to monetize CMS service

Open Interfaces

• How to track your customers. Ability to quickly
  react to offending applications

17
CORE Challenges
Core Elements
Capabilities

• Who is your customer. Do you know them?
• Can you talk to Business in the lingo of
  business-IMPORTANT
• Can you sell your services and vision to the
  organization
• Can you do a 30 second elevator speech
• Be at every Cinderella ball , turn the pumpkin
  into a a beautiful carriage or a Ferrari.

COMMUNICATION
Build or Buy

• Identify your inventory and skillset
• Anything could be built. Listen to business and
  understand their view on build or buy strategy
• Face outsourcing.
• Dont be afraid to buy but avoid RUSHED
  DECISIONS-you will pay in a long run

• The world is a big database. CM is a flow of
  data. Understand what you own to make a right
  decision on what you are about to build

What are we building
Are you just an expense?

• Ask Questions

Open Interfaces

• This is your window to the world. Are you ready
  for Web 2.0?

18
CORE ELEMENTS Worksheet to take home.
Ingestion Aggregation
Categorization Remixing
Control/Discovery
Revenue or Expense
Open Interfaces
19
The Playing Field
20
(No Transcript)
21

• Thank you
• Contact info
• Steven Bond, AOL CMS
• sitmars_at_aol.com
• stevebond_at_vzw.blackberry.net