1. DRUPAL & SVENSKA
YLE
Drupal Camp Finland, Pasila, 2.6.2012
confidential

2. ME
Sami Kallinen
Head of Online
Swedish Yle
@sakalli

3. @sakalli #DCFI

4. YLE - FACTS
• National broadcaster of Finland
• About 3200 employees
• TV - 4 Channels
• Radio - 6 channels
• Web - Leading Finnish web site in news, web-radio & tv
and other services
• 25 regional offices for radio, web and tv
@sakalli #DCFI

5. YLE - ORG
WEB
RADIO
OPERATIONS MEDIA
TV
NEWS AND CURRENT
Yle
AFFAIRS
CREATIVE CONTENT SWEDISH YLE
@sakalli #DCFI

6. YLE - ORG
WEB
RADIO
OPERATIONS MEDIA
TV
NEWS AND CURRENT
Yle
AFFAIRS
CREATIVE CONTENT SWEDISH YLE

7. SWEDISH SPEAKING
FINNS

8. SWEDEN FINLAND RUSSIA

9. SWEDEN FINLAND RUSSIA
Swedish-speaking Finns

10. YLE - ORG
WEB
RADIO
OPERATIONS MEDIA
TV
NEWS AND CURRENT
Yle
AFFAIRS
CREATIVE CONTENT SWEDISH YLE

11. YLE - ORG
WEB
RADIO
OPERATIONS MEDIA
TV
TV
NEWS AND CURRENT
Yle MEDIA PRODUCTION
AFFAIRS
NEWS AND CURRENT
AFFAIRS
FACTUAL AND FICTION
CREATIVE CONTENT SWEDISH YLE
Swedish Yle STRATEGY
TV
MEDIA RADIO
WEB

12. SWEDISH YLE
ORG
WEB
RADIO
MEDIA PRODUCTION MEDIA
TV
NEWS, SPORTS AND
Swedish Yle
CURRENT AFFAIRS
FACTUAL AND FICTION STRATEGY
@sakalli #DCFI

13. SWEDISH YLE -
FACTS
• (Think RUV - The Islandic National Broadcaster)
• Swedish language division of the national broadcaster of Finland
• About 380 employees
• TV - 1 Channels
• Radio - 2 channels
• Web - Leading Finnish web site in news, web-radio & tv and other services
• 5 regional offices for radio, web and tv
• Sometimes used as a testbed within Yle.
@sakalli #DCFI

14. svenska.yle.fi
• Started daily production on the web 1997
• 12 people working on design and platforms. Approximately 20 reporters
producing content.
• 3 central + 5 regional web desks with 17 ppl in total + approx 5 ppl around the
organisations working with web on any given day
• Largest web service in Swedish in Finland.
• News, web-radio & tv, childrens web, blogs, food plus more.
@sakalli #DCFI

15. DRUPAL ON YLE

16. DRUPAL ON YLE
• Drupal used as one of several CMSses at Yle since 2004
(Drupal 4.4)
• Moshe Weitzman was commissioned to develop a couple of
modules for Yle in the early days, one of which was
“Organic Groups”.
• Currently several major sites such as Yle X, Yle Blogit,
Satumaa are run on Drupal today.
@sakalli #DCFI

17. DRUPAL ON SVENSKA
YLE

18. DRUPAL ON SVENSKA
YLE
• Vetamix was published in Spring 2008 on Drupal 5
(Datafisher was contracted to develop it)
• The Service was rebuilt and published in summer 2011 on
Drupal 7. (Mearra contracted to develop it)
• Major web reform of svenska.yle.fi started in Spring 2011
and first iteration went live in April 2012.
@sakalli #DCFI

19. WEB REFORM

20. = TO TRANSFORM A
CULTURE

21. WEB
RE- Content
FORM “JUST NOW!”
Total fail :(
relevant content
workflow and
but difficult and responsibility
to find
Epic Win!
:)
Organisation content doesn’t
engage and isn’t
Platform
DESKS+ relevant at this SYND
moment
SYND = Sin/Pity or the New
Swedish Yle Drupal Platform)

22. PREPARATIONS
• Pre Drupal situation:
• 5-20 self built systems
• Options: a commercial system, a community developed
system?
@sakalli #DCFI

23. FLOSS
• We chose Floss because:
• At Svenska Yle we think Free open source software
values aresimilar to the values of public service
broadcasting. Open knowledge etc.
• Avoid vendor lock.
• Mitigate risk: Avoid competence lock (lessen it at least...).
Had a truck test incident. (a key developer left the
company)
• Besides of code we get a network and an identity as
developers in a larger community.
@sakalli #DCFI

24. PREPARATIONS
• Spring 2011
• New web strategy.
• Working out business needs and concept.
• Decision to go Floss
• Deciding on CMS: looked at Joomla, Wordpress and
Drupal (needed to be PHP)
@sakalli #DCFI

25. FIRST DRUPAL SITE
ALWAYS FAILS
@sakalli #DCFI

26. PREPARATIONS
Spring 2011
• Sessions with Drupal
experts to open up the
platform and the thinking
(by Mearra)
• Read a lot of books,
watched tutorials. (Thanks
NodeOne!)
• June a week of research,
interviews with Finnish and
International Drupal
experts.
• A first test demo site
during summer.
@sakalli #DCFI
@sakalli #DCFI

27. DEVELOPMENT
Development started in October 2011
THE NINJAS:
Drupal Architecht: Tomi “TomiMikola” Mikola Mearra
Scrummaster/Project Owner/AD Mårten “seiplax” Seiplax Yle
Back end senior Drupal developer: Lauri “dotsi” Kolehmainen Tieto/Exove
Front end senior Drupal developer: Ben “bgood1” Goodyear Tieto/Exove
Developer Alexander ”granholm” Granholm Yle
Developer Christian “cwiks” Wikström Yle
Developer/“The Beard” Teemo “teelmo” Tebest Yle
@sakalli #DCFI

28. THE MEME

29. Teemo “The Beard” Tebest

30. THE NINJAS!
(relaxing after work out of their ninja-costumes)
@sakalli #DCFI

31. THE CONCEPT
@sakalli #DCFI

32. WEB
RE- Content
FORM “RIGHT NOW!”
Totalfail :(
Relevant but
difficult to find Processes and
content responsibility fail
Epic Win!
:)
Organisation Content does Platform
not engage and is
DESKS+ not relevant SYND
@sakalli #DCFI

33. WHY
REFORM?
Findability, less fragmentation!
@sakalli #DCFI

34. WHY REFORM?
Clarify our position as the nr one Swedish language
site in Finland.
@sakalli #DCFI

35. WHY REFORM?
Quick and flexible system to produce and publish
web content. Not only responsive design but also
responsive content.
@sakalli #DCFI

36. HOW TO REFORM?
Flat content structure, curatorial architecture!
@sakalli #DCFI

37. HOW TO REFORM?
Not build a hierarchy and then fill it with content but
the other way around. First have content and then build
a dynamic hierarchy that can change.
@sakalli #DCFI

38. HOW TO REFORM?
To create a content view/site should not be a technical
but a editorial process.
@sakalli #DCFI

39. HOW TO REFORM?
A new “site” should be able to be published in minutes
not months. Think “snow chaos on the roads”.
@sakalli #DCFI

40. HOW TO REFORM?
Mobile first & responsive design
@sakalli #DCFI

41. HOW TO REFORM?
Metadata, metadata, metadata! (linked data & semantic web)
@sakalli #DCFI

42. HOW TO REFORM?
Openness: Internal and external
@sakalli #DCFI

43. WHAT IS THE USER
LOOKING FOR
Subject
People Programs/Brands

44. How does the user find content
The user
Yle view
Yle editorial view (automatic
STEP 1 Curatorial layer:
“Subject pages”
(curated)
[Synd]
Facebook
(usercurated)
algoritmic)
think flipboard
Google
[synd]
STEP 2 Promo layer (single
contentpromos)
Contentobject promos (one of many that creates a context)
[Synd, Google, Facebook, Twitter or for example Flipboard]
STEP 3 Content objects VOD clips
Articles
[Synd]
Food & Leisure
(legacy system)
Hbl article / third
party newspaper
Conent
@sakalli #DCFI

45. article

46. article
“Cloth nappies are
both greener and
more economical”

47. Svenska.yle.fi
USERS
PROMOS
article
“Cloth nappies are
both greener and
more economical”

48. Svenska.yle.fi
USERS
PROMOS
CONTENT
OBJECTS
article
“Cloth nappies are
both greener and
more economical”

49. Svenska.yle.fi
USERS
social
media
PROMOS
CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
search
engines

50. Svenska.yle.fi
USERS
social
media
PROMOS
CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

51. Svenska.yle.fi
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

52. Svenska.yle.fi
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

53. Svenska.yle.fi
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

54. Svenska.yle.fi
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
Environment:
“Cloth nappies is a green option” CONTENT
OBJECTS
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

55. Svenska.yle.fi
Economy:
“Families opt for the cheaper cloth
nappies”
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
Environment:
“Cloth nappies is a green option” CONTENT
OBJECTS
Family:
“This is how to use cloth nappies.”
article
email etc
“Cloth nappies are
both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi

56. Svenska.yle.fi
Economy:
“Families opt for the cheaper cloth
nappies”
USERS
editorially curated
social
subject pages
media
svenska.yle.fi PROMOS
“Check out this article on
Environment: Svenska.yle.fi:
“Cloth nappies is a green option” CONTENT Cloth nappies are both greener and
OBJECTS more economical”
Family:
“This is how to use cloth nappies.”
Nappies:
“Cloth nappies are both greener and article
email etc
more economical”
“Cloth nappies are
both greener and
more economical”
“I though you might find this
interesting:
Cloth nappies are both greener and
more economical”
automatic
search
subject pages
engines
svenska.yle.fi
Google:
Babies:“Cloth nappies are both
“Cloth nappies are both greener and
greener and more economical”
more economical”
@sakalli #DCFI

57. First Page USERS
National News
DIY
PROMOS
Food
Capital region
CONTENT
Arts & Culture OBJECTS
American Politics
SVENSKA YLE 3RD
Fukushima
CONTENT CON
Pargas
Litterature
Stone gardens

58. @sakalli #DCFI
“Subject page”

59. Promo @sakalli #DCFI

60. LY
R O
A T
E O
P R
@sakalli #DCFI
Subject page

61. LY
R O
A T
E O
P R
Promo @sakalli #DCFI

62. Subject Page

63. Subject page - ‘National News’

64. LY
R O
A T
E O
P R
Subject page- ‘Syntmusik’

65. Content region

66. Promo

67. Promo

68. Promo

69. CURATORIAL LAYER
Allows for creating new contexts by combining
very different kind of content.
Promos can lead to news, on-demand-video/
audio, archival material, long tail content,
contextualizing material etc. In a Content Region
we can actually for the first time present all that
Svenska Yle does in a flexible and coherent way.
Promos can point to in-site, legacy-site or 3rd
party material.
@sakalli #DCFI

70. SYND
SYND -
BLUEPRINT
17.02.2012
Input layer Silo layer View layer
Drupal
Content Objects (articles)
External Services INPUT
Internal Services Manual Promos SUBJECT PAGE (EDITORIAL)
PROMOSILO OUTPUT
External Services
RSS
Internal Services
IMPORT SUBJECT PAGE (AUTOMATIC/
Internal Services XML CONTENTSIILO OUTPUT ALGORITMIC)
Ontologies
METADATA
Automatic Annotation OUTPUT ARTICLE (CONTENT OBJECT)
Recommendation
Motor
@sakalli #DCFI

71. BEFORE LAUNCH
25 weeks of web development SYND
6 drupal camps / conferences
15 presentations around the organisation
5 workshops with news and factual & fiction-
departments about business needs
20+ visits to regional offices
20+ trainings sessions for groups
10+ open web lunches
12 workshoops with the new “Just now”-desk
+ development time abt 4 months before launch
6 workshops with “K&I”-desk (long tail desk)
45 blog entries
2 new hires + recruitment memes
@sakalli #DCFI

72. LAUNCHED IN APRIL
First page and News site migrated to the new
platform (=more than 0.5 million nodes)
Minor hiccups but all in all successful launch on
26th of April.
Our first module is pending in DO.
@sakalli #DCFI

73. WHAT NEXT
NEXT:
Migrating legacy sites to Synd
Focus on content
Search feature
Put the metadata to work!
Better tools for interaction
@sakalli #DCFI

74. PROS & CONS /w
DRUPAL
According to an improvised poll at the office yesterday...
+ 1 The Community
2 The possibility to work with Open Source
- 1 Crappy admin & content creation interface
2 Theme layer.
@sakalli #DCFI

75. CONCLUSION
Inspiring ride so far!
Never finished...
@sakalli #DCFI

76. THANK YOU!
Follow us:
#ylesynd
#ylejustnu
http://
utveckling.ylebloggen.fi
@sakalli

77. BUT WAIT... THERE IS
MORE
YLE Case:
“Mobile First/Responsive Design Frontend”
by Mårten Seiplax
“Onki-module”
by Teemo Tebest
12:30 @ Track 1
@sakalli #DCFI