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.
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 tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
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.
We’ll talk about local search, the opportunities for local companies and the national players already moving swiftly.
We’ll discuss C3
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.
C3 For Carleton
The Complete Community Connection<br />Steve Buttry, Gazette Communications<br />Carleton University<br />January 18, 2010<br />firstname.lastname@example.org<br />@stevebuttry on Twitter #CarletonC3<br />Slideshare.net/stevebuttry<br />
“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 />
“We intend to charge for our news web sites. … to increase our revenues from all our content.”<br />
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 />
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 />
Droid, Nexus One, BlackBerry, Pre …</li></ul>Sources: GB Guide blog, Apple, NY Times<br />
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 />
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 />
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 />
C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
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 />
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 />
Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
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 />
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 />
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 />
Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, events<br />Games<br />
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 />