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/

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