Opportunities in upheaval


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These are slides for a presentation June 26 for the Alliance of Area Business Publications.

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  • These are my slides for a presentation to the Alliance of Area Business Publications, June 26, 2010 in Indianapolis
  • I’ll explain the origins of Bryce Canyon (not erosion, but tectonic upheaval), and explain the tectonic shifts going on in the media business.
  • Newspaper advertising revenues are plunging so severely that a double-digit decline from historically devastating year is considered improvement
  • I’ll note the projected huge growth in local mobile advertising
  • We’ll discuss some of the tectonic changes facing regional biz pubs.
  • I’ll note that my views and experiences in innovation have been shaped by these writers.
  • I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • I’ll explain that C3 isn’t a perfect fit for business publications. For instance, personal content and entertainment might not be appropriate for them. But they might have some other opportunities to serve the business community.
  • I’ll use the driving example from C3, showing how we need to change how we view traditional jobs. The driving example from C3 probably isn’t appropriate for the biz pubs. But if they take the same approach to business needs such as travel, technology or purchasing, might they find some new opportunities?
  • 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 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 mention that some of the opportunities for business publications might rest with social tools that are useful for business.
  • 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.
  • Opportunities in upheaval

    1. 1. Opportunitiesin Upheaval<br />Steve Buttry<br />AABP, Indianapolis<br />June 26, 2010<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. Media are facing tectonic change<br />
    4. 4. Graphic from Reflections of a Newsosaur by Alan Mutter<br />
    5. 5. Graphic by Alan Mutter, Reflections of a Newsosaur<br />
    6. 6.
    7. 7.
    8. 8. Mobile opportunity<br />Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”<br />
    9. 9. What are your tectonic changes?<br />
    10. 10.
    11. 11. Disruptive innovation<br />Redefine competition (“Blue Ocean”)<br />“Good enough” opens doors to new possibilities of excellence<br />Identify jobs to be done<br />Do what you do best & link to rest<br />Promise, tool, bargain<br />
    12. 12. Read more in C3 blueprint<br />
    13. 13. 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, the community should turn first to C3, whatever the need. <br />
    14. 14. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
    15. 15. Newspapers’ 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 />
    16. 16. 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 />
    17. 17. 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 />
    18. 18. You need to answer:<br />What should your new <br />relationship(s) be?<br />Jobs to do for community?<br />Jobs to do for biz customers?<br />What’s your Blue Ocean?<br />
    19. 19. C3’s Community Connection<br />Community content<br />Personal content<br />Business services<br />Entertainment<br />Enhanced news<br />
    20. 20. C3’s Community Connection<br />Community content<br />Personal content (something else?)<br />Business services<br />Entertainment (something else?)<br />Enriched news<br />
    21. 21. Community Content<br />Driving<br />Home<br />Conversation<br />Calendar<br />Local knowledge<br />
    22. 22. 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 />
    23. 23.
    24. 24. 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 />
    25. 25.
    26. 26. Business services<br />Advertising, yes, but also:<br />Direct sales<br />Local search<br />Communication & marketing services<br />What else?<br />
    27. 27. Enriched news content<br />What’s happening now (Twitter, liveblogging, real-time video, live-streaming)<br />Community engagement (conversation, social media)<br />Storytelling (narrative, multimedia, interactive, games)<br />Aggregation, curation<br />
    28. 28. What’s your social media strategy?<br />
    29. 29.
    30. 30. Mobile-First Strategy<br />
    31. 31. Mobile-first strategy<br />Text alerts<br />Email <br />Applications (phones & tablets)<br />Social media (tweets, check-ins, tips)<br />Location-based news, info & commerce<br />Easy-to-use mobile web sites<br />Device-flexible (not device-agnostic)<br />Games (phones, iPads great for games)<br />
    32. 32. Mobile-first commerce<br />Ads in apps<br />App fees<br />Email newsletters (w/ ads)<br />Sponsored social media<br />Location-based commerce<br />Your imagination<br />
    33. 33. Coming this summer<br />
    34. 34. Web, mobile, TV …<br />
    35. 35. 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 />
    36. 36. 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 />
    37. 37. 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 />
    38. 38. Quick brainstorming<br />Ground rules:<br />Everything is possible<br />Identify job to be done (consumer or biz)<br />What’s your “blue ocean”?<br />What’s a good-enough solution?<br />Community engagement strategy?<br />
    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 />