c3 for washington newspaper publishers association
DESCRIPTION
These are the slides for my Oct. 2 presentation on the Complete Community Connection to the Washington Newspaper Publishers Association.TRANSCRIPT
The Complete Community Connec0on
Steve Bu(ry Washington Newspaper
Publishers Associa;on
October 2, 2010
Resources for further reading
• Blueprint for the Complete Community Connec;on & Mobile-‐First Strategy on my blog: stevebu(ry.wordpress.com
• tbd.com • @stevebu(ry on Twi(er
• #wnpa on Twi(er • Slideshare.net/stevebu(ry
Graphic from Reflec;ons of a Newsosaur by Alan Mu(er
“Publishers can’t stand being the first to do anything innova;ve. … When confronted with a poten;ally game-‐changing idea, the first ques;on publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”
This change is tectonic, not cyclical
College students’ media use
Newspaper Next
N2 lessons for C3
• Jobs to be done = opportuni;es • “Good enough” opens doors to new avenues of excellence
• Poten;al markets exceed what you can imagine (or what research can project)
• “Beware the sucking sound of the core”
Read more in C3 blueprint
C3’s new rela0onships For the public: We will be their essen;al connec;on to community life — news, informa;on, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.
C3’s new rela0onships For businesses: We will be their essen;al connec;on to customers, oeen making the sale and collec;ng the money.
Our current rela0onship with business customers
• Huge expense line in budget • Lots of inefficiency
• Ad rates dropping • Ad revenues dropping • Lots of digital compe;;on
C3’s revenue approach • Move beyond adver;sing
• Direct sales (;ckets, reserva;ons, gie registries, gie cer;ficates)
• Lead genera;on & targeted ads • Sponsorships, memberships & events
• Mobile ads & applica;ons
• Handle mul;ple needs (yes, compe;ng ads)
The C3 rela0onship with business partners
• Revenue line in budget (expense line, too)
• Delivering high value, tailored to needs • One-‐stop shop for connec;ng with customers
Community Content • Driving • Home
• Conversa;on • Calendar • Local knowledge
Driving • How oeen do you buy a car? • How oeen do you drive, gas up, service car?
• Databases, conversa;ons, services focused on drivers’ everyday needs
Driving • How oeen do you buy a car? • How oeen do you drive, gas up, service car?
• Databases, conversa;ons, services focused on drivers’ everyday needs
• Connect auto services with drivers (emergency repair services)
Personal content • Births • Youth milestones
• School • Gradua;on • College life • Military service
• Weddings
• Parenthood
• Divorce • Jobs, pets, holidays, food, interests, health
• Illness • Empty nesters
• Re;rement
• Reunions • Obituaries
Gradua0on • Many newspapers gather mugs, names anyway for gradua;on sec;on
• Launch page for each graduate • Senior, family fill in stories, photos, videos
• Gie registry • Fill in school, target ads appear • Fill in career, sign up for email, text alerts
Entertainment • Tradi;onal entertainment in digital form
• Entertainment news
• User-‐generated entertainment, events
• Games
Business services • Direct sales • Local search • Communica;on & marke;ng services
Enriched news content • What’s happening now (Twi(er, liveblogging, real-‐;me video, traffic, scanners, live-‐streaming)
• Community engagement in news, enterprise, sports coverage
• Storytelling (narra;ve, mul;media, interac;ve, games)
• Aggrega;on, cura;on
What’s your social media strategy?
Mobile-‐First Strategy
Upheaval & Opportunity • 82% of adults use cell phones • 23% of adults live in household w/ cell phone & no landline
• 35% of adults have cell phones w/ apps • Avg. cell phone user has 18 apps
Source: Pew Internet & American Life Project
Mobile opportunity
Source: Borrell Associates, “Mobile Adver;sing & Promo;ons Forecast”
Mobile opportunity Local mobile ad opportunity is bigger than:
Sources: Borrell Associates & Newspaper Associa;on of America
Mobile opportunity Local mobile ad opportunity is bigger than:
• Newspapers’ 2009 ad revenue drop
Sources: Borrell Associates & Newspaper Associa;on of America
Mobile opportunity Local mobile ad opportunity is bigger than:
• Newspapers’ 2009 ad revenue drop • Newspapers’ retail ad drop 2005-‐2009
Sources: Borrell Associates & Newspaper Associa;on of America
Mobile opportunity Local mobile ad opportunity is bigger than:
• Newspapers’ 2009 ad revenue drop • Newspapers’ retail ad drop 2005-‐2009 • Total 2008 newspaper classified revenue
Sources: Borrell Associates & Newspaper Associa;on of America
Mobile opportunity Local mobile ad opportunity is bigger than:
• Newspapers’ 2009 ad revenue drop • Newspapers’ retail ad drop 2005-‐2009 • Total 2008 newspaper classified revenue • Any newspaper classified ver;cal at peak
Sources: Borrell Associates & Newspaper Associa;on of America Details: stevebu(ry.wordpress.com
Mobile-‐first strategy • Text messages
• Applica;ons • Tweets, check-‐ins, other social media
• Loca;on-‐based news, info & commerce
• Easy-‐to-‐use mobile web sites • Device-‐flexible (not device-‐agnos;c)
A mobile-‐first project
• Twi(er 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 • Execu;ves emphasize mobile priority
• Journalists focus on mobile news & info delivery & presenta;on
• Tech staff focuses on mobile apps
• Designers focus on mobile design
• Sales staff meets business customers’ mobile needs
What can you do? • Use Twi(er on your phone. A lot. • Use Foursquare (don’t sync w/ Twi(er) & check in regularly (yeah, become a mayor).
• Use several apps (including yours) on your phone.
• Lead company planning of mobile-‐first strategy.
• Appoint & empower mobile leader.
In mee0ngs next week … • Plan mobile-‐first coverage of an event.
• Plan mobile-‐first service for business customer.
• In rou;ne planning mee;ngs, ask about hashtags, maps, short codes, Ushahidi.
• Change a weekly or daily planning mee;ng to a mobile planning mee;ng.
Resources for further reading
• Blueprint for the Complete Community Connec;on & Mobile-‐First Strategy on my blog: stevebu(ry.wordpress.com
• tbd.com • @stevebu(ry on Twi(er
• Slideshare.net/stevebu(ry
When did your organiza;on excel in the face of huge
obstacles?
Transforma;on is your big story
Don’t let obstacles become excuses