engaging your community
DESCRIPTION
These are slides for a Feb. 12 presentation for the Conference on the Newspaper Business at Yale.TRANSCRIPT
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Engaging Your Community
Steve ButtryCONBY
Yale UniversityFeb. 12, 2011
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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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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
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It was the best of times
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
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Read more in C3 blueprint
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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.
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C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.
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Our current relationshipwith business customers
• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition
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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
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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
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Read Mobile-First Strategy
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Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
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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)
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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
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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
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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
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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)
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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