Connecting Your Community


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These are my slides for a presentation for the Audience Development Conference today (May 21, 2010) in Atlanta. I'll be discussing my Complete Community Connection business plan, mobile-first strategy and a preview of TBD.

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  • I’ll start out by talking about how the big news in my life in recent years – a new granddaughter, a nephew’s illness and death, a son’s wedding – are the kinds of events that newspapers either ignore or cover in a formulaic fashion that doesn’t reflect the meaning or magnitude of the situation to the people involved.
  • 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.
  • 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 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 make the point that as people spend more time with social media, news organizations need to learn how to use social media in a variety of ways to cover the news and to serve business customers.
  • I’ll tell the editors they can read the full Mobile-First Strategy on my blog
  • I’ll encourage questions during the webinar, but will also field them, time-permitting, at the end.
  • We’ll close with a discussion of how news organizations excel in the face of obstacles, sharing briefly the story of how the Gazette staff responded to the 2008 flood in Cedar Rapids, iowa.
  • 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.
  • I’ll close by making the point that our response to innovation needs to be as resourceful, persistent and determined as our response to a big story.
  • Connecting Your Community

    1. 1. Connecting Your Community<br />Steve Buttry<br />Audience Development Conference<br />May 21, 2010<br /><br />
    2. 2. Resources for further reading<br />Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog:<br /><br />@stevebuttry on Twitter<br /><br />
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    6. 6. Graphic from Reflections of a Newsosaur by Alan Mutter<br />
    7. 7. Read more in C3 blueprint<br />
    8. 8. 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 />
    9. 9. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
    10. 10. 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 />
    11. 11. C3’s revenue approach<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, gift certificates)<br />Lead generation & targeted ads<br />Sponsorships, memberships & events<br />Mobile ads & applications<br />Handle multiple needs (yes, competing ads)<br />
    12. 12. The C3 relationshipwith business partners<br />Revenue line in budget (expense line, too)<br />Delivering high value, tailored to needs<br />One-stop shop for connecting with customers<br />
    13. 13. Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
    14. 14. 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 />
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    17. 17. 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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    20. 20. 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 />
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    22. 22. 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 />
    23. 23. Entertainment<br />Traditional entertainment in digital form<br />Entertainment news<br />User-generated entertainment, events<br />Games<br />
    24. 24. Business services<br />Direct sales<br />Local search<br />Communication & marketing services<br />
    25. 25. 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, interactive, games)<br />Aggregation, curation<br />
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    29. 29. What’s your social media strategy?<br />
    30. 30. Read Mobile-First Strategy<br />
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    32. 32. Mobile-first strategy<br />Text messages<br />Email<br />Applications<br />Tweets, check-ins, other social media<br />Location-based news, info & commerce<br />Easy-to-use mobile web sites<br />Device-flexible (not device-agnostic)<br />
    33. 33. A mobile-first project<br />Community going to distant event<br />Twitter hashtag<br />Photo contests<br />Text alerts<br />Liveblog<br />Map<br />Short code<br /><ul><li> Video of synchronized photos
    34. 34. Local ad sales
    35. 35. Mobile coupons to restaurants, bars
    36. 36. Collaborate w/ media in host city</li></li></ul><li>Mobile-first strategy<br />Executives emphasize mobile priority<br />Journalists focus on mobile news & info delivery & presentation<br />Tech staff focuses on mobile apps<br />Designers focus on mobile design<br />Sales staff meets business customers’ mobile needs<br />
    37. 37. What can you do?<br />Use Twitter on your phone. A lot.<br />Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor).<br />Use several apps (including yours) on your phone.<br />Lead company planning of mobile-first strategy.<br />Appoint & empower mobile leader.<br />
    38. 38. In meetings next week …<br />Plan mobile-first coverage of an event.<br />Plan mobile-first service for business customer.<br />In routine planning meetings, ask about hashtags, maps, short codes, Ushahidi.<br />Change a weekly or daily planning meeting to a mobile planning meeting.<br />
    39. 39. Coming this summer<br />
    40. 40. blogger network<br />Links to blogger members on their sites<br />We’ll feature their content, drive traffic to their blogs<br />We’ll sell ads on their sites, share revenue<br />Staff also provides content<br />Workshops, events for bloggers<br />
    41. 41. content approach<br />Top 10%, bottom 10%<br />Heavy geotagging<br />Staff content on most useful topics<br />Blogger network<br />Aggregate content from anywhere<br />Heavy social media use<br />Cover stories as they unfold<br />
    42. 42. community engagement<br />Content from community (blogs, comments, chats, one-time submissions)<br />Converse with community<br />Use social media for gathering content, crowdsourcing, conversation, linking<br />Engage with mobile community<br />
    43. 43. Questions?<br />Ask questions now, by email ( or <br />DM (@stevebuttry)<br />
    44. 44. Resources for further reading<br />Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog:<br /><br />@stevebuttry on Twitter<br /><br />
    45. 45. When did your organization excel in the face of huge obstacles?<br />
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    56. 56. Transformation is your big story<br />Don’t let obstacles become excuses<br />