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.

C3 For Polish Visitors Presentation 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?