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The digital transformation of Business News, and other things...

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Presentation to eGroup (8th Aug 2017), an internet entrepreneur's association, on the digital transformation of local media business, Business News, plus lessons learned, and other tips on modern day promotion, using the media, etc...

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The digital transformation of Business News, and other things...

  1. 1. Charlie Gunningham The digital transformation of * Slides at > slideshare.com/charliegunningham *
  2. 2. + me “What’s said in the room, stays in the room” – mid 2005 Forums. Emotional Support. Internet biz owners/managers. No salespeople! Formally incorporated as NFP, early 2009. www.egroup.asn.au
  3. 3. MBA Graduation, March 1999
  4. 4. Launch of aussiehome.com, 6th Dec 1999
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. Business News
  9. 9. 1993 - free city paper 2002 - moved to paid subscriptions 2013 - paywall, ‘BNiQ’, multi-user licenses 2016 - print moved to fortnightly @chazgunningham
  10. 10. Case Study: Media… death knell? 1. “News is free”! 2. Readership collapsing 3. Business model disrupted 4. Local economy waning 5. Fake news, Trump…
  11. 11. Ouch!
  12. 12. So how’d you solve that tricky conundrum ..?
  13. 13. The most important question… What problem are you solving for whom?
  14. 14. Solve problem, got business 1. Solve big hairy problem 4. Got business 2. Creates Value 3. Customers pay for value
  15. 15. At aussiehome.com What problem were we solving & for whom?
  16. 16. In your startup What problem are you solving & for whom?
  17. 17. Solve problem, got business 1. Solve big hairy problem 4. Got business 2. Creates Value 3. Customers pay for value
  18. 18. Great things happen slowly
  19. 19. At Business News What problem are we solving & for whom?
  20. 20. The BN pitch Business is uncertain. We live in digital disruptive, challenging environment. You need the BEST information to make informed biz decisions.
  21. 21. Pay wall, line in the sand Quality news + data + keep innovating/focused = people will pay for value created
  22. 22. BN ad, 2017 https://www.youtube.com/watch?v=ngqYaw307ZE
  23. 23. ‘BNiQ’ Website CRM Invoicing Emails Pub. Co data Book of Lists data Subs Ad Sales Events All billing Online Real time Pay wall: 7 clicks for free/mth 2x daily + w’end How is it put together?
  24. 24. ‘BNiQ’ Website CRM Invoicing Emails Pub. Co’s Lists Why these? • Open Source • Cloud • Low cost • World Class • Can bolt together • Can scale easily What systems did we use?
  25. 25. What’s the role of print? • ‘rusted on’ print guys • a break from digital • marketing brochure • drive online & BNiQ • part of the offering • EMAILS • WEB SITE ACCESS • BNiQ DATA/SEARCH • PRINT • EVENTS
  26. 26. https://youtu.be/uuV_FjYGIa0?t=3m00s
  27. 27. The BN business, 2002-2012 1. Subscription weekly paper 2. Advertising print, and some on email 3. Events breakfasts / 40u40 / Rising Stars
  28. 28. The BN business, 2013-> 1. Subscriptions for news+data / content 2. Advertising print / digital / email 3. Events breakfasts / 40u40 / Rising Stars 4. Other sponsored content / customer pubs
  29. 29. Business Results? 1. Subscriptions 5.5k paying; renewals record 2. Advertising print -> digital (x4) 3. Events beat budget 4. Other sp’d content into 6-figures; a book $350k
  30. 30. 170,000 169k 30,000 Pre pay wall record: May 2011, 67k Web traffic UP x5 Unique Monthly Visitors
  31. 31. NPS – customers loved it +38 BN
  32. 32. * PAUSE * Now we get to the workshoppy bit
  33. 33. What have learned …? Making media work in a digital age? Did BN discover something useful?
  34. 34. Would u like some more tips? 1. Building great companies 2. Getting the word out (marketing) 3. Mixing new and old media 4. Getting free media attention 5. Protecting online reputation
  35. 35. 1. Building great companies
  36. 36. “crossing the chasm” - talk to innovators/early adopters ~ Godin - make it easy to spread ~ Gladwell & Berger - find influencers (use KLOUT) 2. Getting the word out
  37. 37. Mix trad promos … with social … to make longer, lasting effect! Source: Laurel Papworth @silkcharm 3. Mixing old & new media
  38. 38. Example: Weird Al, 2014 8 YT vids in 8 days => 1st #1 comedy album in 50 years
  39. 39. Example: Chewbacca Mom, May 2016 19th May 2.24pm, FB video 1 million views by 9.41pm 20m by following morning 3m shares Within a week: 153m views + Appearances on GM America, James Corden, Jimmy Fallon Chewbacca masks sell out across US A year on, she has a book coming out, “Laugh it Up!” https://youtu.be/zwkuexVivkc
  40. 40. 4. Getting free media attention
  41. 41. What’s newsworthy? - regular, local, quirky, parochial + pic - treat journos like clients
  42. 42. 5. Managing online reputation  RIGHT!
  43. 43. Managing online reputation  WRONG! - don’t ‘Streisand’ yourself
  44. 44. Marketing = the 3 i’s Get the right information to the right eyes at the right instant 51
  45. 45. “Better YOU burst the dam, than have the dam burst on you.” charlie@damburst.com.au www.damburst.com.au
  46. 46. Charlie Gunningham The digital transformation of * Slides at > slideshare.com/charliegunningham *

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