NAA Media X Change

Media X Change Chuck Peters CEO, The Gazette Company March 10, 2009

“ THE PHYSICS OF MEDIA ARE CHANGING”* Limited distribution channels Abundant attention Unlimited distribution Attention scarcity *http://www.fistfulayen.com/blog/?p=147

Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA

So this requires a different mindset different approaches different ways of working http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC Higher repeat visits More Loyal Users Higher levels of interaction More useful site More content More traffic More links More authority

ONLINE COMMUNITIES CAN BE A PUZZLE UNTIL YOU REMEMBER THEY ARE ALL HUMAN AND STOP TRYING TO CONTROL THEM www.spy.org.es/upload/actuacion/imagen-35.jpg

UNDERSTAND HOW THEY WORK 9 1 90 Every community has super-users – high authority, highly active Know who they are

Our mission is to be the information provider of choice through a dynamic mix of innovative products and services. We will create and maintain mutually beneficial, long-term relationships with our customers, employees, and the communities we serve.

Strengthening communities by engaging and informing participants through interactive processes.

Company Confidential Mission Statement & Vision

Business Model

Vision = Strengthen our Communities

Success = Attention x Trust x Convenience

=

Assets

Revenue = From numerous smaller sources

Costs

Company Confidential

Culture

Franchise Start up

Baseball Hockey

Intrude Relationship

Authority Transparency

Product Network

Trust, Fairness, and Accuracy

Change in the way we do business…. From a “Franchise” Company Confidential

Traditional network of products and services: assuming one size fits all.

Push of information and content.

Change in the way we do business…. To a “Start Up” Company Confidential

Network of products and services: not trying to be everything to all people.

Strategic products developed to reach and interact with untapped audiences.

Change in the way we do business…. Company Confidential

Independent Actors

Relate to all products and services on various levels.

Shared Services – Feeding or Supporting the Network

Superblog structure

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin AND IT’S NOT ABOUT THE TECHNOLOGY Image: http://www.gapingvoid.com/

Employee Expectations

Each employee will move the Culture:

Company Confidential Permission Seeking Awaits Direction Focused Job Responsibilities Agree; Avoid Conflict Do things perfectly; Takes few chances Makes "popular" decisions Mediocre performance is acceptable/standard Preserves the status quo Independent Actors - Works Freely within Established Boundaries Self-Learner, Seeks Information Wear Multiple Hats Builds Constructive and Effective Relationships Willingness to try new things and fail Makes timely, necessary decisions Raising the bar; high achievement becomes the standard Results driven - can be counted on to achieve/exceed goals

Company Confidential WHAT’S NEXT IN MEDIA Neil Perkin Only Dead Fish http://neilperkin.typepad.com/ HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD Special Thanks to Neil Perkin for use of his slides from: