engaging your community
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Engaging Your Community
Steve ButtryCONBY
Yale UniversityFeb. 12, 2011
sbuttry@tbd.com
Resources for further reading
• Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com
• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry
It was the worst of times• Newspapers’ print ad revenues have
fallen 18 straight quarters Q3 2010 less than half of Q3 2006
• Newspapers’ daily circulation as % of population: 36% in 1950, <15% today
Sources: ASNE, NAA, Reflections of a Newsosaur, “State of the Media,” Project for Excellence in Journalism
It was the best of times
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
Read more in C3 blueprint
C3’s new relationshipsFor 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.
C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.
Our current relationshipwith business customers
• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition
C3’s revenue approach• Move beyond advertising• Direct sales (tickets, reservations, gift
registries, gift certificates)• Lead generation & targeted ads• Sponsorships, memberships & events• Mobile ads & applications• Handle multiple needs (yes, competing ads)• Daily deals
The C3 relationshipwith business partners
• Revenue line in budget (expense line, too)
• Delivering high value, tailored to needs• One-stop shop for connecting with
customers
Read Mobile-First Strategy
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
Mobile-first strategy• Text messages• Email• Applications• Tweets, check-ins, other social media• Location-based news, info & commerce• Easy-to-use mobile web sites• Device-flexible (not device-agnostic)
A mobile-first project
• Twitter hashtag• Photo contests• Text alerts• Liveblog• Map• Short code
Community going to distant event• Video of synchronized photos• Local ad sales• Mobile coupons to restaurants, bars• Collaborate w/ media in host city
Mobile-first strategy• Executives emphasize mobile priority• Journalists focus on mobile news & info
delivery & presentation• Tech staff focuses on mobile apps• Designers focus on mobile design• Sales staff meets business customers’
mobile needs
Driving• How often do you buy a car?• How often do you drive, gas up, service
car?• Databases, conversations, services
focused on drivers’ everyday needs
Driving• How often do you buy a car?• How often do you drive, gas up, service
car?• Databases, conversations, services
focused on drivers’ everyday needs• Connect auto services with drivers
(emergency repair services)
Questions?
Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry)
Resources for further reading
• Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com
• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry
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