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C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
C3 For Polish Visitors
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C3 For Polish Visitors

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These are slides for a presentation on the Complete Community Connection I am doing today for Jarek Tokarczyk and Mirek Kowalski, visiting from Poland. (They are similar to previous C3 presentations …

These are slides for a presentation on the Complete Community Connection I am doing today for Jarek Tokarczyk and Mirek Kowalski, visiting from Poland. (They are similar to previous C3 presentations I've posted.)

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  • I will note how newspapers’ audience is dwindling (to 13% of population in 2009)
  • And newspapers’ advertising is falling even faster than audience
  • I’ll talk about why paid content isn’t the solution for newspaper companies, why it’s a symbol of our continuing failure and refusal to innovate and how it sucks up energy and money we should be investing in innovation.
  • I’ll discuss how Twitter and other social media are helping meet people’s needs for news and business and news companies need to catch up quickly.
  • We’ll talk about separating content from product, using the example of NPR’s Create Once, Publish Everywhere model. Also will discuss efforts at GazComm to separate content from product.
  • I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • I’ll discuss my own experience with CaringBridge during my nephew’s illness and discuss how the concept of big news in small circles can open important opportunities in personal news.
  • I’ll discuss the mobile-first strategy I encouraged this month.
  • More and more people are getting information and connecting with their world on cell phones. Media companies need to think of phones as our primary publishing platform.
  • We’ll discuss C3
  • After the exercises and discussion, we will wrap up with a discussion of how printing and digital communication have changed and are changing the world, and the opportunities if we see them right.
  • Transcript

    • 1. The Complete Community Connection
      Steve Buttry, Gazette Communications
      February 12, 2010
      stephenbuttry@gmail.com
      @stevebuttry on Twitter
      Slideshare.net/stevebuttry
    • 2. U.S. newspapers
      Most revenue from advertising
      Home delivery & street sales
      Consolidation to one daily in most metro area
      National papers: NY Times, USA Today, Wall Street Journal
      Consolidation of ownership
    • 3. 2009: 12.9% of population buys newspaper
      Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
    • 4. Graphic from Reflections of a Newsosaur, Alan Mutter
    • 5. “We intend to charge for our news web sites. … to increase our revenues from all our content.”
    • 6.
    • 7. Newspaper Next
    • 8. Disruption in telecommunications
    • 9.
    • 10. Create Once Publish Everywhere
      NPR.org
      NPR.org Player
      NPR News iPhone app
      Mobile web site
      NPR Addict iPhone app
      Public Radio Player
      WBUR.org
      Minnesota Public Radio
      iTunes
      NPR on iGoogle
    • 11.
    • 12. C3’s new relationships
      For the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.
    • 13. C3’s new relationships
      For businesses: We will be their essential connection to customers, often making the sale and collecting the money.
    • 14. Our current relationshipwith business customers
      Huge expense line in budget
      Lots of inefficiency
      Ad rates dropping
      Ad revenues dropping
      Lots of digital competition
    • 15. C3’s digital marketplace
      Move beyond advertising
      Direct sales (tickets, reservations, gift registries, sports paraphernalia)
      Lead generation & targeted ads
      Sponsorships, memberships & events
      Mobile ads & applications
      Handle multiple needs (yes, competing ads)
    • 16. The new relationshipwith business partners
      Revenue line in budget (maybe still expense line, too)
      Delivering high value, tailored to needs
      One-stop shop for connecting with customers
    • 17. Community Content
      Driving
      Home
      Conversation
      Calendar
      Local knowledge
    • 18. Driving
      How often do you buy a car?
      How often do you drive, gas up, service car?
      Databases, conversations, services focused on drivers’ everyday needs
    • 19.
    • 20.
    • 21. Driving
      How often do you buy a car?
      How often do you drive, gas up, service car?
      Databases, conversations, services focused on drivers’ everyday needs
      Connect auto services with drivers (emergency repair services)
    • 22.
    • 23.
    • 24. Personal content
      Births
      Youth milestones
      School
      Graduation
      College life
      Military service
      Weddings
      Parenthood
      Divorce
      Jobs, pets, holidays, food, interests, health
      Illness
      Empty nesters
      Retirement
      Reunions
      Obituaries
    • 25.
    • 26. Personal news
      Big news in small circles
      Some we do as formula, some we ignore
      Great opportunities
    • 27.
    • 28.
    • 29. Entertainment
      Traditional entertainment in digital form
      Entertainment news
      User-generated entertainment, events
      Games
    • 30. Business services
      Direct sales
      Local search
      Mobile applications
      Communication & marketing services
    • 31. Enriched news content
      What’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming)
      Community engagement in news, enterprise, sports coverage
      Storytelling (narrative, multimedia)
      Aggregation, curation
    • 32. C3 at Gazette Communications
      Reorganized to separate content, product
      Developing new processes, tools to develop content independently from products
      Content repository under development
      Long way to go
      Hoping to learn from your efforts
    • 33.
    • 34. Our mobile future – and present
      • 2009 worldwide cell-phone sales: 1 billion
      • 35. More than 140,000 iPhone apps available
      • 36. 2 billion iPhone apps downloaded
      • 37. Droid, Nexus One, BlackBerry, Pre, iPad
      Sources: GB Guide blog, Apple
    • 38. Mobile-first strategy
      Executives must emphasize mobile priority
      Journalists focus on mobile news & info delivery & presentation
      Tech staff focuses on mobile apps
      Sales staff meets business customers’ mobile needs
    • 39. Mobile-first strategy
      Text messages
      Email
      Applications
      Tweets
      Easy-to-use mobile web sites
      Podcasts
      Location-based news & commercial info
    • 40.
    • 41. Do we want to be the monks or Gutenberg?

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