The Complete Community Connection<br />Steve Buttry, Gazette Communications<br />Texas Christian University<br />November ...
What are obstacles <br />to innovation at media organizations?<br />
“Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea...
2009: 12.9% of population buys newspaper<br />Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy<br />
Graphic from Reflections of a Newsosaur, Alan Mutter<br />
“We intend to charge for our news web sites. … to increase our revenues from all our content.”<br />
This was crash #2 for me. Maybe I should start taking the bus.<br />Continental keeping us locked up at the presidents clu...
This change is tectonic, not cyclical<br />
Newspaper Next<br />
N2 results<br />New process for innovation<br />New strategic framework <br />New metrics<br />New vision (local informati...
Disruption in telecommunications<br />
Our mobile future – and present<br /><ul><li> Projected 2009 worldwide cell-phone sales: 1 billion
 7.4 million iPhones sold last quarter (+7%)
 More than 90,000 iPhone apps available
 We need to think “mobile first”</li></ul>Sources: GB Guide blog, Apple<br />
RPV: a company’s DNA<br />Values<br />Resources<br />Processes<br />Priorities for making decisions<br /><ul><li>Cost stru...
Profit margins
Size of opportunity
Types of customers
Culture
What’s first?
People
Technology
Products
Equipment
Information
Cash
Brand
Distribution
Production
Hiring & Training
Product development
Manufacturing
Planning & budgeting
Market research
Resource allocation</li></ul>What you aregood at determines what you arebad at<br />Source: Clayton Christensen, Innosight...
Here comes the bride – w/ jobs to do<br />
N2 lessons for C3<br />Jobs to be done = opportunities<br />“Good enough” opens doors to new avenues of excellence<br />Po...
Create Once Publish Everywhere<br />NPR.org<br />NPR.org Player<br />NPR News iPhone app<br />Mobile web site<br />NPR Add...
C3’s new relationships<br />For the public: We will be their essential connection to community life — news, information, c...
C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and ...
Our current relationshipwith business customers<br />Huge expense line in budget<br />Lots of inefficiency<br />Ad rates d...
C3’s digital marketplace<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, sports pa...
The new relationshipwith business partners<br />Revenue line in budget (maybe still expense line, too)<br />Delivering hig...
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, ...
Driving<br />How often do you buy a car?<br />How often do you drive, gas up, service car?<br />Databases, conversations, ...
Personal content<br />Births<br />Youth milestones<br />School<br />Graduation<br />College life<br />Military service<br ...
Personal news<br />Big news in small circles<br />Some we do as formula, some we ignore<br />Great opportunities<br />Nati...
Remember the bride and her jobs?<br />
Graduation<br />Many newspapers gather mugs, names anyway for graduation section<br />Launch page for each graduate<br />S...
Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, ev...
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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. 1. The Complete Community Connection<br />Steve Buttry, Gazette Communications<br />Texas Christian University<br />November 18, 2009<br />steve.buttry@gazcomm.com<br />@stevebuttry on Twitter #TCUC3<br />Slideshare.net/stevebuttry<br />
  2. 2. What are obstacles <br />to innovation at media organizations?<br />
  3. 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.”<br />
  4. 4. 2009: 12.9% of population buys newspaper<br />Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy<br />
  5. 5. Graphic from Reflections of a Newsosaur, Alan Mutter<br />
  6. 6. “We intend to charge for our news web sites. … to increase our revenues from all our content.”<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10. This was crash #2 for me. Maybe I should start taking the bus.<br />Continental keeping us locked up at the presidents club until they can sort everything out. Won’t even serve us drinks. :(<br />
  11. 11. This change is tectonic, not cyclical<br />
  12. 12. Newspaper Next<br />
  13. 13. 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 />
  14. 14. Disruption in telecommunications<br />
  15. 15. Our mobile future – and present<br /><ul><li> Projected 2009 worldwide cell-phone sales: 1 billion
  16. 16. 7.4 million iPhones sold last quarter (+7%)
  17. 17. More than 90,000 iPhone apps available
  18. 18. We need to think “mobile first”</li></ul>Sources: GB Guide blog, Apple<br />
  19. 19. RPV: a company’s DNA<br />Values<br />Resources<br />Processes<br />Priorities for making decisions<br /><ul><li>Cost structure/ business model
  20. 20. Profit margins
  21. 21. Size of opportunity
  22. 22. Types of customers
  23. 23. Culture
  24. 24. What’s first?
  25. 25. People
  26. 26. Technology
  27. 27. Products
  28. 28. Equipment
  29. 29. Information
  30. 30. Cash
  31. 31. Brand
  32. 32. Distribution
  33. 33. Production
  34. 34. Hiring & Training
  35. 35. Product development
  36. 36. Manufacturing
  37. 37. Planning & budgeting
  38. 38. Market research
  39. 39. Resource allocation</li></ul>What you aregood at determines what you arebad at<br />Source: Clayton Christensen, Innosight, Newspaper Next<br />
  40. 40. Here comes the bride – w/ jobs to do<br />
  41. 41. 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 />
  42. 42.
  43. 43.
  44. 44. Create Once Publish Everywhere<br />NPR.org<br />NPR.org Player<br />NPR News iPhone app<br />Mobile web site<br />NPR Addict iPhone app<br />Public Radio Player<br />WBUR.org<br />Minnesota Public Radio<br />iTunes<br />NPR on iGoogle<br />
  45. 45.
  46. 46. 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 />
  47. 47. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
  48. 48. 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 />
  49. 49. 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 />
  50. 50. 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 />
  51. 51. Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
  52. 52. 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 />
  53. 53.
  54. 54.
  55. 55.
  56. 56. 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 />
  57. 57.
  58. 58.
  59. 59. 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 />
  60. 60.
  61. 61. 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 />
  62. 62. Remember the bride and her jobs?<br />
  63. 63.
  64. 64.
  65. 65.
  66. 66. 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 />
  67. 67. Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, events<br />Games<br />
  68. 68. Business services<br />Direct sales<br />Local search<br />Communication & marketing services<br />
  69. 69.
  70. 70.
  71. 71.
  72. 72. 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 />
  73. 73. 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 />
  74. 74.
  75. 75. What is C3’s RPV (DNA)?<br />Values<br />Resources<br />Processes<br />Priorities for making decisions<br /><ul><li>Cost structure/ business model
  76. 76. Profit margins
  77. 77. Size of opportunity
  78. 78. Types of customers
  79. 79. Culture
  80. 80. What’s first?
  81. 81. People
  82. 82. Technology
  83. 83. Products
  84. 84. Equipment
  85. 85. Information
  86. 86. Cash
  87. 87. Brand
  88. 88. Distribution
  89. 89. Production
  90. 90. Hiring & Training
  91. 91. Product development
  92. 92. Manufacturing
  93. 93. Planning & budgeting
  94. 94. Market research
  95. 95. Resource allocation</li></li></ul><li>When did your organization excel in the face of huge obstacles?<br />
  96. 96.
  97. 97.
  98. 98.
  99. 99.
  100. 100.
  101. 101.
  102. 102.
  103. 103.
  104. 104.
  105. 105.
  106. 106. In innovation as in news …<br />Don’t let obstacles become excuses<br />
  107. 107. Choose one of these projects<br />Community content: home, conversation, calendar, knowledge<br />Personal content: births, youth milestones, school, college life, military service, parenthood, divorce, jobs, pets, holidays, food, interests, health, empty nest, retirement, reunions, death<br />Entertainment: fun stuff, entertainment news, user content, games<br />Business services: local search, communication services<br />
  108. 108. Project ground rules<br />Develop plan for community media organization<br />For all technology questions, the answer is “yes”<br />You can be TV, newspaper, online, legacy or startup organization<br />Don’t let considerations of the legacy organization inhibit your thinking<br />Presume you can develop the solutions you envision<br />
  109. 109. Do we want to be the monks or Gutenberg?<br />

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