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Engaging Your Community

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These are slides for a Feb. 12 presentation for the Conference on the Newspaper Business at Yale.

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Engaging Your Community

  1. 1. Engaging Your Community<br />Steve Buttry<br />CONBY<br />Yale University<br />Feb. 12, 2011<br />sbuttry@tbd.com<br />
  2. 2. Resources for further reading<br />Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com<br />tbd.com<br />@stevebuttry on Twitter<br />Slideshare.net/stevebuttry<br />
  3. 3. It was the worst of times<br />Newspapers’ print ad revenues have fallen 18 straight quarters Q3 2010 less than half of Q3 2006<br />Newspapers’ daily circulation as % of population: 36% in 1950, <15% today<br />Sources: ASNE, NAA, Reflections of a Newsosaur, “State of the Media,” Project for Excellence in Journalism<br />
  4. 4. It was the best of times<br />Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”<br />
  5. 5. Read more in C3 blueprint<br />
  6. 6. 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 />
  7. 7. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
  8. 8. 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 />
  9. 9. 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 />Daily deals<br />
  10. 10. 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 />
  11. 11. Read Mobile-First Strategy<br />
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  14. 14. Mobile opportunity<br />Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”<br />
  15. 15. 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 />
  16. 16. 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
  17. 17. Local ad sales
  18. 18. Mobile coupons to restaurants, bars
  19. 19. 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 />
  20. 20. 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 />
  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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  39. 39. Questions?<br />Ask questions now, by email (sbuttry@tbd.com) or <br />DM (@stevebuttry)<br />
  40. 40. Resources for further reading<br />Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com<br />tbd.com<br />@stevebuttry on Twitter<br />Slideshare.net/stevebuttry<br />

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