Judy Sims ACNA Keynote Presentation

5,468 views

Published on

My keynote presentation to the Atlantic Community Newspaper Association on May 13th, 2011.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,468
On SlideShare
0
From Embeds
0
Number of Embeds
3,850
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Judy Sims ACNA Keynote Presentation

  1. 1. 9<br />Things<br />1<br />
  2. 2. 2<br />
  3. 3. 3<br />
  4. 4. Scarcity<br />Abundance<br />4<br />
  5. 5. Online Newspaper Visit: 10 Mins<br />AvgYoutube video: 3.5 Mins<br />TV Show: 30 – 60 Mins<br />Print Newspaper: 40 Mins<br />Blog Post: <br />3-10 Paragraphs<br />Tweet: <br />140 characters<br />5<br />
  6. 6. 6<br />
  7. 7. 7<br />
  8. 8. Scarce<br />Media<br />Abundant<br />Attention<br />8<br />
  9. 9. Scarce<br />Attention<br />Abundant<br />Media<br />9<br />
  10. 10. Supply<br />Price<br />Demand<br />Quantity<br />Basic Supply and Demand<br />10<br />
  11. 11. Supply<br />Demand<br />Quantity<br />Media 1.0 Supply and Demand<br />Price 2<br />Price<br />Demand 2<br />11<br />
  12. 12. Media 1.0 The Age of the Blockbuster<br />UmairHaque<br />12<br />
  13. 13. Media 2.0 Supply and Demand<br />Supply<br />Media 2.0 Supply<br />HYPERDEFLATION<br />Price<br />Media 2.0 Demand<br />Media 2.0 Price<br />Demand<br />Quantity<br />13<br />
  14. 14. 14<br />
  15. 15. Media 2.0 <br />The End of the Blockbuster Age.<br />15<br />
  16. 16. and <br />The Beginning of the Age of Snowballs.<br />16<br />
  17. 17. Snowballs = Micro Content<br />17<br />
  18. 18. Aggregators<br />Micro-platforms<br />Re-constructors<br />18<br />
  19. 19. Value<br />Blockbuster Growth<br />Email marketing, etc.<br />thestar.com<br />Metro<br />The Star<br />Output<br />19<br />
  20. 20. Value<br />Snowball Growth<br />High Traffic Site<br />Aggregator+<br />Social Media<br />Blogger<br />Micro Content<br />Output<br />20<br />
  21. 21. Today Show<br />Amazon<br />Influential<br />Blogger<br />Social Media<br />Micro Content<br />21<br />
  22. 22. The growth of snowballs requires user engagement and community.<br />22<br />
  23. 23. Digital Natives Expect to:<br /><ul><li>Interact with
  24. 24. Contribute to
  25. 25. Organize
  26. 26. and Share</li></ul>the media they interact with . <br />Clay Shirky<br />23<br />
  27. 27. The Snowball Economy<br />Lower Demand for Blockbusters<br />Media 2.0 Supply<br />A growing number of snowballs pushes up the Media 2.0 demand curve <br />Snowball Price<br />Media 1.0 Demand<br />Media 2.0 Price<br />Quantity<br />24<br />
  28. 28. Media 1.0<br />Media 2.0<br />Closed<br />Dominant<br />Portal<br />Open<br />Distribution<br />Coordination<br />25<br />
  29. 29. Twosources of competitive advantage in Media 2.0<br />26<br />
  30. 30. Become the ultimate destination for news, information and connectivity in your market.<br />Quantity<br />Aggregate more than competitors<br />27<br />
  31. 31. What can you be best in the world at?<br />Make it local, make it mobile, make it super- relevant.<br />Quality<br />Differentiate more narrowly than competitors<br />28<br />
  32. 32. Quality + Quantity<br />Higher User Engagement<br />Higher ROI for Advertisers<br />Higher % Revenue from Digital<br />A Digital Future<br />29<br />
  33. 33. 9<br />Things<br />(At Least)<br />30<br />
  34. 34. 1.<br />Structure for the Company You’re Becoming.<br />Not the One You’ve Been<br />31<br />
  35. 35. Clark Gilbert:<br />President & CEO, Deseret News<br />32<br />
  36. 36. Companies achieving 15% to 20%of their revenue from digital have dedicated digital sales teams.<br />Borrell and Associates<br />2010 Local Advertising Report<br />33<br />
  37. 37. 2.<br />Find Unbelievably Great Digital Talent<br />Don’t wait for the print guys to figure it out.<br />34<br />
  38. 38. 35<br />
  39. 39. 3.<br />Get comfortable with being uncomfortable.<br />Learn the art of the pivot.<br />Don’t Kill Innovation<br />36<br />
  40. 40. 4.<br />Start experimenting with mobile<br />Even if no one really knows where it’s going.<br />37<br />
  41. 41. 38<br />
  42. 42. 39<br />
  43. 43. 40<br />
  44. 44. 41<br />
  45. 45. Mobile Advertising in Canada<br />CAGR: 115%<br />Millions<br />Source: IAB<br />42<br />
  46. 46. LocationLocationLocation<br />43<br />
  47. 47. 44<br />
  48. 48. 45<br />
  49. 49. 5.<br />That means cutting costs. A lot.<br />Do More With Less<br />46<br />
  50. 50. 47<br />
  51. 51. Invest: <br />Content, Sales, Disruption<br />Journal Register Company<br />Outsource: <br />IT, Delivery, Prepress, Printing & Mailroom<br />2009<br />2010<br />Bankruptcy<br />$41 million Profit<br />48<br />
  52. 52. 6.<br />Train your people, give them the right tools and create incentive programs to get them going.<br />Set Big Digital Goals<br />49<br />
  53. 53. There is a Digital Future<br />JRC<br />Deseret News<br />Goals<br />% of revenue from digital in<br />3 years: 25%<br />5 years: 50%<br />Q1 2011 digital advertising up 70% over Q1 2010. <br />2010 digital revenue was up 75% over 2009 revenue<br />Digital revenue already makes up more than 50% of total company revenue<br />50<br />
  54. 54. 7.<br />Start Selling ROI and Service<br />Not just lines and columns, banners and big boxes.<br />51<br />
  55. 55. Only half of Canada’s 2,000,000 businesses have websites<br />52<br />
  56. 56. 53<br />
  57. 57. 54<br />
  58. 58. Make a better Daily Deal.<br />One-time customers<br />Damage to brand<br />No customer caps allowed<br />50% deal required<br />50% cut to daily deal site<br />Top Daily Deal Advertiser Complaints<br />55<br />
  59. 59. 56<br />
  60. 60. 57<br />
  61. 61. 8.<br />Become Social<br />Don’t surrender your critical role in your communities.<br />Reflect, Affect, Connect<br />58<br />
  62. 62. Become a platform for discussion about local obsessions and big problems. <br />59<br />
  63. 63. Community Newspapers<br />Academics<br />Community Organizers<br />Local Obsessions<br />Big Problems<br />Experts<br />Bloggers<br />Politicians<br />Other Mainstream Media<br />60<br />
  64. 64. 61<br />
  65. 65. The family<br />Financial responsibility<br />Faith in the community<br />Excellence in education<br />Care for the poor<br />Values for media<br />62<br />
  66. 66. 63<br />
  67. 67. 64<br />Curate.<br />Become the go-to place for news and information about your community.<br />
  68. 68. 65<br />
  69. 69. 66<br />
  70. 70. Stop broadcasting and start communicating<br />67<br />
  71. 71. 68<br />
  72. 72. 69<br />
  73. 73. 9.<br />Understand the Thing that is Disrupting You<br />Until you experience it first hand, you won’t truly know it.<br />70<br />
  74. 74. 71<br />
  75. 75. 72<br />
  76. 76. 73<br />
  77. 77. 74<br />
  78. 78. Quora<br />75<br />
  79. 79. 76<br />
  80. 80. 77<br />
  81. 81. 78<br />
  82. 82. 79<br />
  83. 83. 80<br />
  84. 84. 81<br />
  85. 85. 82<br />
  86. 86. 83<br />
  87. 87. http://judysims.com@judy_sims<br />84<br />

×