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 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

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