Developing a culture of innovation
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These were slides for my presentation for the National Newspaper Association Sept. 22, 2011. Related blog post: http://stevebuttry.wordpress.com/2011/09/22/developing-a-culture-of-innovation/

These were slides for my presentation for the National Newspaper Association Sept. 22, 2011. Related blog post: http://stevebuttry.wordpress.com/2011/09/22/developing-a-culture-of-innovation/

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Developing a culture of innovation Presentation Transcript

  • 1. Developing a Culture of Innovation
    Steve Buttry
    National Newspaper Association #NNA2011
    September 22, 2011
    stephenbuttry@gmail.com
  • 2. Read more about it
    stevebuttry.wordpress.com
    slideshare.net/stevebuttry
    @stevebuttry
    stephenbuttry@gmail.com
    jxpaton.wordpress.com
    jrcbenfranklinproject.wordpress.com
  • 3. Obstacles to innovation
    “Small staff, time, familiarity, fear factor.”
    “Taking the time to consider ideas.”
    “Old school staff needs to learn new culture.”
    “Justifying expense. Needs to generate revenue.”
    “Time. Yet we have invested as much time as possible to online and interactive and social media.”
  • 4. Innovation in a small staff
    Engage the community
    Yes, you lack resources, but you’re more nimble
    Collaborate (press associations, universities, other nearby newsrooms)
    Write for web, adapt/edit for print
    Consider innovation “vacations”
  • 5. Time management
    Set priorities: Digital First
    Recognize where digital tools save time
    What should you stop doing?
    What can you do more efficiently?
    What can you do to a lower standard?
    What can you outsource?
  • 6. Don’t buy the myths
    Digital dimes won’t replace print dollars being lost (they are at JRC)
    Digital revenue will never be enough to support a newsroom (it is at JRC)
  • 7. What works: Action
    What doesn’t: Reorganization
    What doesn’t: Good intentions
    Change how you work and the organization & culture will follow. Reorg needs to reflect genuine change in action, not waste time, energy and focus. Reorg follows culture change, does not lead it.
  • 8. Key actions
    Engage the community
    Act – and think – Digital First
  • 9. Engage the community
    Join the community conversation
    Blog about your transformation
    Use collaborative tools
    Crowdsource
    Develop a blog network
  • 10. Act & think Digital First
    Use Twitter routinely
    Cover stories live
    Develop Digital First revenue streams
    Make time for innovation & new ideas
  • 11. Join the conversation
    It’s not all in your newspaper, on your site, on your Facebook page
    Join conversation in social media (not just spewing links)
    Engage with comments
    Curate digital discussion: Storify, Storyful
    Engage IRL
  • 12. Blog your transformation
    Transparency will help change your culture
    It’s not “inside baseball;” the community cares
    Blogging credits innovators, holds the org accountable
    It’s harder to go back
  • 13. Use collaborative tools
    Fewer meetings, more online collaborations
    Internal & external collaboration
    Google Docs, polls, Typewithme, MixedInk, wikis
    Broaden the circle of collaboration
  • 14. Crowdsource
    Ask community for story ideas, news tips
    Ask for photos, videos of breaking news, community events
    Seek specific sources for stories
    Ask who’s had a particular experience
    Ask on website, social media and print
  • 15. Develop a blog network
    Link out; become the place to find everything about the community
    People are already blogging about your community
    Encourage civic & religious groups, service clubs, neighborhood orgs & non-profits to blog meetings & newsletters
  • 16. Act & think Digital First
    Use Twitter routinely
    Cover stories live
    Develop Digital First revenue streams
    Make time for innovation & new ideas
  • 17. Use Twitter routinely
    Essential tool for breaking news
    Master Advanced Twitter Search
    Engages the community
    Improves writing (have to get to the point)
    Changes your culture
    Oh, yeah, drives traffic, too
  • 18. Cover stories live
    Liveblog (CoverItLive, ScribbleLive)
    Live tweet (feed into liveblog)
    Livestream (UStream)
    Live chats
    Verify or hedge; correct quickly
    Cover trials, sporting events, meetings, festivals, breaking news
  • 19. Digital revenue sources
    Direct sales (gift registries, tickets, etc.)
    Life stories
    Spot.Us model (community-fund a beat?)
    Local search
    Ads using social features
    Location, mobile
  • 20. Make time for innovation
    You have creative people with good ideas on your staffs
    You make time for what’s important
    Make time for innovation
    Idea Lab (25% of time on project)
    Innovation “vacations”
  • 21. Read more about it
    stevebuttry.wordpress.com
    slideshare.net/stevebuttry
    @stevebuttry
    stephenbuttry@gmail.com
    jxpaton.wordpress.com
    jrcbenfranklinproject.wordpress.com