C3 For Tcu
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These are the slides for today's seminar for Texas Christian University on the Complete Community Connection. To lhttp://stevebuttry.wordpress.com/2009/04/27/a-blueprint-for-the-complete-community-connection/earn more about C3, read the Blueprint for the Complete Community Connection:
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C3 For Tcu
- 1. The Complete Community Connection Steve Buttry, Gazette Communications Texas Christian University November 18, 2009 steve.buttry@gazcomm.com @stevebuttry on Twitter #TCUC3 Slideshare.net/stevebuttry
- 2. What are obstacles to innovation at media organizations?
- 3. “Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”
- 4. 2009: 12.9% of population buys newspaper Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
- 5. Graphic from Reflections of a Newsosaur, Alan Mutter
- 6. “We intend to charge for our news web sites. … to increase our revenues from all our content.”
- 10. This was crash #2 for me. Maybe I should start taking the bus. Continental keeping us locked up at the presidents club until they can sort everything out. Won’t even serve us drinks. :(
- 11. This change is tectonic, not cyclical
- 12. Newspaper Next
- 13. N2 results New process for innovation New strategic framework New metrics New vision (local information & connection utility) Lots of niche products No fundamental change in newspaper companies
- 16. 7.4 million iPhones sold last quarter (+7%)
- 17. More than 90,000 iPhone apps available
- 18. We need to think “mobile first”Sources: GB Guide blog, Apple
- 20. Profit margins
- 23. Culture
- 24. What’s first?
- 25. People
- 26. Technology
- 27. Products
- 28. Equipment
- 29. Information
- 30. Cash
- 31. Brand
- 32. Distribution
- 33. Production
- 36. Manufacturing
- 38. Market research
- 39. Resource allocationWhat you aregood at determines what you arebad at Source: Clayton Christensen, Innosight, Newspaper Next
- 40. Here comes the bride – w/ jobs to do
- 41. N2 lessons for C3 Jobs to be done = opportunities “Good enough” opens doors to new avenues of excellence Potential markets exceed what you can imagine (or what research can project) “Beware the sucking sound of the core”
- 44. Create Once Publish Everywhere NPR.org NPR.org Player NPR News iPhone app Mobile web site NPR Addict iPhone app Public Radio Player WBUR.org Minnesota Public Radio iTunes NPR on iGoogle
- 46. C3’s new relationships 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.
- 47. C3’s new relationships For businesses: We will be their essential connection to customers, often making the sale and collecting the money.
- 48. Our current relationshipwith business customers Huge expense line in budget Lots of inefficiency Ad rates dropping Ad revenues dropping Lots of digital competition
- 49. C3’s digital marketplace Move beyond advertising Direct sales (tickets, reservations, gift registries, sports paraphernalia) Lead generation & targeted ads Sponsorships, memberships & events Mobile ads & applications Handle multiple needs (yes, competing ads)
- 50. The new relationshipwith business partners Revenue line in budget (maybe still expense line, too) Delivering high value, tailored to needs One-stop shop for connecting with customers
- 51. Community Content Driving Home Conversation Calendar Local knowledge
- 52. Driving How often do you buy a car? How often do you drive, gas up, service car? Databases, conversations, services focused on drivers’ everyday needs
- 56. Driving How often do you buy a car? How often do you drive, gas up, service car? Databases, conversations, services focused on drivers’ everyday needs Connect auto services with drivers (emergency repair services)
- 59. Personal content Births Youth milestones School Graduation College life Military service Weddings Parenthood Divorce Jobs, pets, holidays, food, interests, health Illness Empty nesters Retirement Reunions Obituaries
- 61. Personal news Big news in small circles Some we do as formula, some we ignore Great opportunities National players are moving fast
- 62. Remember the bride and her jobs?
- 66. Graduation Many newspapers gather mugs, names anyway for graduation section Launch page for each graduate Senior, family fill in stories, photos, videos Gift registry Fill in school, target ads appear Fill in career, sign up for email, text alerts
- 67. Entertainment Traditional entertainment in digital form Entertainment news User-generated entertainment, events Games
- 68. Business services Direct sales Local search Communication & marketing services
- 72. Enriched news content What’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming) Community engagement in news, enterprise, sports coverage Storytelling (narrative, multimedia) Aggregation, curation
- 73. C3 at Gazette Communications Reorganized to separate content, product Developing new processes, tools to develop content independently from products Hoping to launch C3 projects in 2010 Long way to go Hoping to learn from your efforts
- 76. Profit margins
- 79. Culture
- 80. What’s first?
- 81. People
- 82. Technology
- 83. Products
- 84. Equipment
- 85. Information
- 86. Cash
- 87. Brand
- 88. Distribution
- 89. Production
- 92. Manufacturing
- 94. Market research
- 106. In innovation as in news … Don’t let obstacles become excuses
- 107. Choose one of these projects Community content: home, conversation, calendar, knowledge Personal content: births, youth milestones, school, college life, military service, parenthood, divorce, jobs, pets, holidays, food, interests, health, empty nest, retirement, reunions, death Entertainment: fun stuff, entertainment news, user content, games Business services: local search, communication services
- 108. Project ground rules Develop plan for community media organization For all technology questions, the answer is “yes” You can be TV, newspaper, online, legacy or startup organization Don’t let considerations of the legacy organization inhibit your thinking Presume you can develop the solutions you envision
- 109. Do we want to be the monks or Gutenberg?
Editor's Notes
- We’ll start out by identifying the obstacles to innovation at media organizations. This will get them out as we start the workshop and also set up the conclusion to the C3 overview.
- 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.
- I’ll explain the origins of Bryce Canyon (not erosion, but tectonic upheaval), and explain the tectonic shifts going on in the media business.
- 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.
- I’ll explain how I ended up at Cedar Rapids, where Chuck Peters and others were discussing different ways of working and thinking.
- 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
- We’ll discuss the C3 approach to a driving service, noting that some news organizations are starting, but still thinking like newspapers.
- 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.
- Again, I’ll note that national players unfettered by newspaper thinking are ahead of us in this space.
- We’ll talk about local search, the opportunities for local companies and the national players already moving swiftly.
- We’ll discuss C3
- We’ll return to the first question I asked, about obstacles to innovation, and ask people when their news organizations excelled in the face of obstacles.
- I’ll talk briefly about the Cedar Rapids flood and how our organization succeeded in the face of amazing obstacles. I’ll end by noting that we need to take the same no-excuses approach to innovation that we take to big news stories.
- We’ll spend the second half of the seminar in small groups, working on projects.
- 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.