C3 for Washington Newspaper Publishers Association
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These are the slides for my Oct. 2 presentation on the Complete Community Connection to the Washington Newspaper Publishers Association.

These are the slides for my Oct. 2 presentation on the Complete Community Connection to the Washington Newspaper Publishers Association.

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C3 for Washington Newspaper Publishers Association Presentation Transcript

  • 1. The  Complete   Community  Connec0on   Steve  Bu(ry   Washington  Newspaper   Publishers  Associa;on   October  2,  2010   sbu(ry@tbd.com  
  • 2. Resources  for  further  reading   •  Blueprint  for  the  Complete  Community   Connec;on  &  Mobile-­‐First  Strategy  on   my  blog:  stevebu(ry.wordpress.com   •  tbd.com   •  @stevebu(ry  on  Twi(er   •  #wnpa  on  Twi(er   •  Slideshare.net/stevebu(ry  
  • 3. Graphic  from  Reflec;ons  of  a  Newsosaur  by  Alan  Mu(er  
  • 4. “Publishers  can’t  stand  being   the  first  to  do  anything   innova;ve.  …  When   confronted  with  a  poten;ally   game-­‐changing  idea,  the  first   ques;on  publishers  always  ask   is,  ‘Who  else  is  doing  it?’  That   phrase  could  well  stand  as  the   industry’s  epitaph.”  
  • 5. This  change  is  tectonic,  not  cyclical  
  • 6. College  students’  media  use  
  • 7. Newspaper  Next  
  • 8. N2  lessons  for  C3   •  Jobs  to  be  done  =  opportuni;es   •  “Good  enough”  opens  doors  to  new   avenues  of  excellence   •  Poten;al  markets  exceed  what  you  can   imagine  (or  what  research  can  project)   •  “Beware  the  sucking  sound  of  the  core”  
  • 9. Read  more  in  C3  blueprint  
  • 10. C3’s  new  rela0onships    For  the  public:  We  will  be  their  essen;al   connec;on  to  community  life  —  news,   informa;on,  commerce,  social  life.  Like   many  Internet  users  turn  first  to  Google,   your  community  should  turn  first  to  C3,   whatever  the  need.    
  • 11. C3’s  new  rela0onships    For  businesses:  We  will  be  their  essen;al   connec;on  to  customers,  oeen  making   the  sale  and  collec;ng  the  money.    
  • 12. Our  current  rela0onship   with  business  customers   •  Huge  expense  line  in  budget   •  Lots  of  inefficiency   •  Ad  rates  dropping   •  Ad  revenues  dropping   •  Lots  of  digital  compe;;on  
  • 13. C3’s  revenue  approach   •  Move  beyond  adver;sing   •  Direct  sales  (;ckets,  reserva;ons,  gie   registries,  gie  cer;ficates)   •  Lead  genera;on  &  targeted  ads   •  Sponsorships,  memberships  &  events   •  Mobile  ads  &  applica;ons   •  Handle  mul;ple  needs  (yes,  compe;ng  ads)  
  • 14. The  C3  rela0onship   with  business  partners   •  Revenue  line  in  budget  (expense  line,   too)   •  Delivering  high  value,  tailored  to  needs   •  One-­‐stop  shop  for  connec;ng  with   customers  
  • 15. Community  Content   •  Driving   •  Home   •  Conversa;on   •  Calendar   •  Local  knowledge  
  • 16. Driving   •  How  oeen  do  you  buy  a  car?   •  How  oeen  do  you  drive,  gas  up,  service   car?   •  Databases,  conversa;ons,  services   focused  on  drivers’  everyday  needs  
  • 17. Driving   •  How  oeen  do  you  buy  a  car?   •  How  oeen  do  you  drive,  gas  up,  service   car?   •  Databases,  conversa;ons,  services   focused  on  drivers’  everyday  needs   •  Connect  auto  services  with  drivers   (emergency  repair  services)  
  • 18. Personal  content   •  Births   •  Divorce   •  Youth  milestones   •  Jobs,  pets,  holidays,   •  School   food,  interests,  health   •  Gradua;on   •  Illness   •  College  life   •  Empty  nesters   •  Military  service   •  Re;rement   •  Weddings   •  Reunions   •  Parenthood   •  Obituaries  
  • 19. Gradua0on   •  Many  newspapers  gather  mugs,  names   anyway  for  gradua;on  sec;on   •  Launch  page  for  each  graduate   •  Senior,  family  fill  in  stories,  photos,  videos   •  Gie  registry   •  Fill  in  school,  target  ads  appear   •  Fill  in  career,  sign  up  for  email,  text  alerts  
  • 20. Entertainment   •  Tradi;onal  entertainment  in  digital  form   •  Entertainment  news   •  User-­‐generated  entertainment,  events   •  Games  
  • 21. Business  services   •  Direct  sales   •  Local  search   •  Communica;on  &  marke;ng  services  
  • 22. Enriched  news  content   •  What’s  happening  now  (Twi(er,   liveblogging,  real-­‐;me  video,  traffic,   scanners,  live-­‐streaming)   •  Community  engagement  in  news,   enterprise,  sports  coverage   •  Storytelling  (narra;ve,  mul;media,   interac;ve,  games)   •  Aggrega;on,  cura;on  
  • 23. What’s  your  social  media  strategy?  
  • 24. Mobile-­‐First  Strategy  
  • 25. Upheaval  &  Opportunity   •  82%  of  adults  use  cell  phones   •  23%  of  adults  live  in  household  w/  cell   phone  &  no  landline   •  35%  of  adults  have  cell  phones  w/  apps   •  Avg.  cell  phone  user  has  18  apps   Source:  Pew  Internet  &  American  Life  Project  
  • 26. Mobile  opportunity   Source:  Borrell  Associates,  “Mobile  Adver;sing  &  Promo;ons  Forecast”  
  • 27. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   Sources:  Borrell  Associates  &  Newspaper  Associa;on  of  America  
  • 28. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   •  Newspapers’  2009  ad  revenue  drop   Sources:  Borrell  Associates  &  Newspaper  Associa;on  of  America  
  • 29. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   •  Newspapers’  2009  ad  revenue  drop   •  Newspapers’  retail  ad  drop  2005-­‐2009   Sources:  Borrell  Associates  &  Newspaper  Associa;on  of  America  
  • 30. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   •  Newspapers’  2009  ad  revenue  drop   •  Newspapers’  retail  ad  drop  2005-­‐2009   •  Total  2008  newspaper  classified  revenue   Sources:  Borrell  Associates  &  Newspaper  Associa;on  of  America  
  • 31. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   •  Newspapers’  2009  ad  revenue  drop   •  Newspapers’  retail  ad  drop  2005-­‐2009   •  Total  2008  newspaper  classified  revenue   •  Any  newspaper  classified  ver;cal  at  peak   Sources:  Borrell  Associates  &  Newspaper  Associa;on  of  America   Details:  stevebu(ry.wordpress.com  
  • 32. Mobile-­‐first  strategy   •  Text  messages   •  Email   •  Applica;ons   •  Tweets,  check-­‐ins,  other  social  media   •  Loca;on-­‐based  news,  info  &  commerce   •  Easy-­‐to-­‐use  mobile  web  sites   •  Device-­‐flexible  (not  device-­‐agnos;c)  
  • 33. A  mobile-­‐first  project   Community  going  to  distant  event   •  Twi(er  hashtag   •   Video  of   •  Photo  contests   synchronized  photos   •  Text  alerts   •   Local  ad  sales   •   Mobile  coupons  to   •  Liveblog   restaurants,  bars   •  Map   •   Collaborate  w/   •  Short  code   media  in  host  city  
  • 34. Mobile-­‐first  strategy   •  Execu;ves  emphasize  mobile  priority   •  Journalists  focus  on  mobile  news  &  info   delivery  &  presenta;on   •  Tech  staff  focuses  on  mobile  apps   •  Designers  focus  on  mobile  design   •  Sales  staff  meets  business  customers’   mobile  needs  
  • 35. What  can  you  do?   •  Use  Twi(er  on  your  phone.  A  lot.   •  Use  Foursquare  (don’t  sync  w/  Twi(er)  &   check  in  regularly  (yeah,  become  a  mayor).   •  Use  several  apps  (including  yours)  on  your   phone.   •  Lead  company  planning  of  mobile-­‐first   strategy.   •  Appoint  &  empower  mobile  leader.  
  • 36. In  mee0ngs  next  week  …   •  Plan  mobile-­‐first  coverage  of  an  event.   •  Plan  mobile-­‐first  service  for  business   customer.   •  In  rou;ne  planning  mee;ngs,  ask  about   hashtags,  maps,  short  codes,  Ushahidi.   •  Change  a  weekly  or  daily  planning   mee;ng  to  a  mobile  planning  mee;ng.  
  • 37. Ques0ons?   Ask  ques;ons  now,  by  email   (sbu(ry@tbd.com)  or     DM  (@stevebu(ry)  
  • 38. Resources  for  further  reading   •  Blueprint  for  the  Complete  Community   Connec;on  &  Mobile-­‐First  Strategy  on   my  blog:  stevebu(ry.wordpress.com   •  tbd.com   •  @stevebu(ry  on  Twi(er   •  Slideshare.net/stevebu(ry  
  • 39. When  did  your   organiza;on  excel  in   the  face  of  huge   obstacles?  
  • 40. Transforma;on  is     your  big  story   Don’t  let  obstacles   become  excuses