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...

1. Charlie Gunningham
The digital
transformation
of
* Slides at > slideshare.com/charliegunningham *

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. MBA Graduation, March 1999

4. Launch of aussiehome.com, 6th Dec 1999

5. 5

6. 6

7. 7

8. Business News

9. 1993 - free city paper
2002 - moved to paid subscriptions
2013 - paywall, ‘BNiQ’, multi-user licenses
2016 - print moved to fortnightly
@chazgunningham

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. Ouch!

12. So how’d you solve
that tricky
conundrum ..?

13. The most important question…
What problem
are you solving
for whom?

14. Solve problem, got business
1. Solve big hairy problem
4. Got business
2. Creates Value
3. Customers pay for value

15. At aussiehome.com
What problem
were we solving
& for whom?

16. In your startup
What problem
are you solving
& for whom?

17. Solve problem, got business
1. Solve big hairy problem
4. Got business
2. Creates Value
3. Customers pay for value

18. Great things
happen slowly

19. At Business News
What problem
are we solving
& for whom?

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. Pay wall, line in the sand
Quality news + data
+ keep innovating/focused
= people will pay
for value created

23. BN ad, 2017
https://www.youtube.com/watch?v=ngqYaw307ZE

24. ‘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?

25. ‘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?

26. 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

29. https://youtu.be/uuV_FjYGIa0?t=3m00s

30. The BN business, 2002-2012
1. Subscription weekly paper
2. Advertising print, and some on email
3. Events breakfasts / 40u40 / Rising Stars

31. 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

32. 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

33. 170,000
169k
30,000
Pre pay wall record: May 2011, 67k
Web traffic UP x5
Unique
Monthly
Visitors

34. NPS – customers loved it
+38
BN

35. * PAUSE *
Now we get to the workshoppy bit

36. What have learned …?
Making media work in a digital age?
Did BN discover something useful?

37. 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

38. 1. Building great companies

39. “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

41. Mix trad promos
… with social
… to make longer,
lasting effect!
Source: Laurel Papworth @silkcharm
3. Mixing old & new media

42. Example: Weird Al, 2014
8 YT vids in 8 days => 1st #1 comedy album in 50 years

43. 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

44. 4. Getting free media attention

47. What’s newsworthy?
- regular, local, quirky, parochial + pic
- treat journos like clients

48. 5. Managing online reputation  RIGHT!

50. Managing online reputation  WRONG!
- don’t ‘Streisand’ yourself

51. Marketing = the 3 i’s
Get the right information
to the right eyes
at the right instant
51

52. “Better YOU burst the dam,
than have the dam burst on you.”
charlie@damburst.com.au
www.damburst.com.au

53. Charlie Gunningham
The digital
transformation
of
* Slides at > slideshare.com/charliegunningham *