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C3 For Carleton

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These are my slides for presentations this week about the Complete Community Connection. Read the C3 blueprint: http://bit.ly/qzsKx

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C3 For Carleton

  1. 1. The Complete Community Connection<br />Steve Buttry, Gazette Communications<br />Carleton University<br />January 18, 2010<br />steve.buttry@gazcomm.com<br />@stevebuttry on Twitter #CarletonC3<br />Slideshare.net/stevebuttry<br />
  2. 2. “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.”<br />
  3. 3. “We intend to charge for our news web sites. … to increase our revenues from all our content.”<br />
  4. 4. Newspaper Next<br />
  5. 5. N2 results<br />New process for innovation<br />New strategic framework <br />New metrics<br />New vision (local information & connection utility)<br />Lots of niche products<br />No fundamental change in newspaper companies<br />
  6. 6. N2 lessons for C3<br />Jobs to be done = opportunities<br />“Good enough” opens doors to new avenues of excellence<br />Potential markets exceed what you can imagine (or what research can project)<br />“Beware the sucking sound of the core”<br />
  7. 7. Disruption in telecommunications<br />
  8. 8. Our mobile future – and present<br /><ul><li> 2009 worldwide cell-phone sales: 1 billion
  9. 9. More than 100,000 iPhone apps available
  10. 10. 2 billion iPhone apps downloaded
  11. 11. Droid, Nexus One, BlackBerry, Pre …</li></ul>Sources: GB Guide blog, Apple, NY Times<br />
  12. 12. Mobile-first strategy<br />Executives must emphasize mobile priority<br />Journalists focus on mobile news & info delivery & presentation<br />Tech staff focuses on mobile apps<br />Sales staff meets business customers’ mobile needs<br />
  13. 13. Mobile-first strategy<br />Text messages<br />Email<br />Applications<br />Tweets<br />Easy-to-use mobile web sites<br />Podcasts<br />Location-based news & commercial info<br />
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  15. 15. C3’s new relationships<br />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. <br />
  16. 16. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
  17. 17. Our current relationshipwith business customers<br />Huge expense line in budget<br />Lots of inefficiency<br />Ad rates dropping<br />Ad revenues dropping<br />Lots of digital competition<br />
  18. 18. C3’s digital marketplace<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, sports paraphernalia)<br />Lead generation & targeted ads<br />Sponsorships, memberships & events<br />Mobile ads & applications<br />Handle multiple needs (yes, competing ads)<br />
  19. 19. The new relationshipwith business partners<br />Revenue line in budget (maybe still expense line, too)<br />Delivering high value, tailored to needs<br />One-stop shop for connecting with customers<br />
  20. 20. Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
  21. 21. Driving<br />How often do you buy a car?<br />How often do you drive, gas up, service car?<br />Databases, conversations, services focused on drivers’ everyday needs<br />Connect auto services with drivers (emergency repair services)<br />
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  24. 24. Personal content<br />Births<br />Youth milestones<br />School<br />Graduation<br />College life<br />Military service<br />Weddings<br />Parenthood<br />Divorce<br />Jobs, pets, holidays, food, interests, health<br />Illness<br />Empty nesters<br />Retirement<br />Reunions<br />Obituaries<br />
  25. 25.
  26. 26. Personal news<br />Big news in small circles<br />Some we do as formula, some we ignore<br />Great opportunities<br />National players are moving fast<br />
  27. 27. Graduation<br />Many newspapers gather mugs, names anyway for graduation section<br />Launch page for each graduate<br />Senior, family fill in stories, photos, videos<br />Gift registry<br />Fill in school, target ads appear<br />Fill in career, sign up for email, text alerts<br />
  28. 28. Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, events<br />Games<br />
  29. 29. Business services<br />Direct sales<br />Local search<br />Communication & marketing services<br />
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  33. 33. Enriched news content<br />What’s happening now (Twitter, liveblogging, real-time video, traffic, scanners, live-streaming)<br />Community engagement in news, enterprise, sports coverage<br />Storytelling (narrative, multimedia)<br />Aggregation, curation<br />
  34. 34. C3 at Gazette Communications<br />Reorganized to separate content, product<br />Developing new processes, tools to develop content independently from products<br />Hoping to launch C3 projects in 2010<br />Long way to go<br />Hoping to learn from your efforts<br />
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  36. 36. Do we want to be the monks or Gutenberg?<br />

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