Bluffton Today

Ken RickardStrategy & InnovationMorris Digital Works

Augusta, Georgia

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Bluffton Today • Built from scratch • Free daily tabloid• Home delivered• Hyperlocal• Modern design• Process heavily informed by research

“A community in conversation with itself”

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BlufftonToday.com

• Interactive• Community• Web-to-Print

“It’s what people are talking about”

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What are people trying to do?

• Maintain a community identity• Retain the “Bluffton state of mind”• Get newcomers to local businesses

• Navigate a new community• Find people who share my passions• Get relevant local information

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“The last daily newspaper reader will disappear in September 2043”

– Philip Meyer

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1964 - 80%2004 - 53%

What people do on the Net• Interpersonal communication

– E-mail

– Instant messaging

– Chats and forums

• 44 percent of U.S. Internet users have created content and shared it online

• 21 percent have posted their photos to Web sites

» Source: Pew Internet & American Life project

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GLOBAL

LOCAL

SOCIAL

PERSONAL

Newspapers live in the outer rims.

The audience lives in the center.

The Internet connects the two.

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News delivered by people for people

• Stories• Photos• Blogs• Comments

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A place to connect

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Types of blogs

• General membership blogs– Everybody has one

• Community leader blogs– School officials– Veterinarian, psychologist

• Staff blogs

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• More than 3,750 registered contributors since launching April 1

• More than 10,000 photos uploaded by community members

• More than 4,000 blog items and more than 18,000 comments submitted

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•18 news-editorial

•2 web staff

Bluffton Today has a staff of professional journalists ... this is not about replacing journalists with free labor, it's about helping a community connect with itself

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Process not Product

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• Transparency• Humility • Patience• Resources• Interactions• Personalities• Participation• Accountability

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Winning Elements

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Leadership

• Set clear goals

• Tell your users about your goals

• Invite them to participate

• Ask for their help

• Lead conversation

• Intervene when necessary

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• Morris.com• MorrisDigitalWorks.com• BlufftonToday.com

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Ken RickardMorris Digital Works

Augusta, Georgia

ken.therickards.com