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The Complete Community Connection
Steve Buttry, Gazette CommunicationsCarleton UniversityJanuary 18, 2010
[email protected]@stevebuttry on Twitter #CarletonC3
Slideshare.net/stevebuttry
“Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”
“We intend to charge for our news web sites. … to increase our revenues from all our content.”
Newspaper Next
N2 results• New process for innovation• New strategic framework • New metrics• New vision (local information &
connection utility)• Lots of niche products• No fundamental change in newspaper
companies
N2 lessons for C3
• Jobs to be done = opportunities• “Good enough” opens doors to new
avenues of excellence• Potential markets exceed what you can
imagine (or what research can project)• “Beware the sucking sound of the core”
Disruption in telecommunications
Our mobile future – and present 2009 worldwide cell-phone sales: 1 billion More than 100,000 iPhone apps available 2 billion iPhone apps downloaded Droid, Nexus One, BlackBerry, Pre …
Sources: GB Guide blog, Apple, NY Times
Mobile-first strategy• Executives must emphasize mobile
priority• Journalists focus on mobile news & info
delivery & presentation• Tech staff focuses on mobile apps• Sales staff meets business customers’
mobile needs
Mobile-first strategy• Text messages• Email• Applications• Tweets• Easy-to-use mobile web sites• Podcasts• Location-based news & commercial info
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 digital marketplace• Move beyond advertising• Direct sales (tickets, reservations, gift
registries, sports paraphernalia)• Lead generation & targeted ads• Sponsorships, memberships & events• Mobile ads & applications• Handle multiple needs (yes, competing ads)
The new relationshipwith business partners
• Revenue line in budget (maybe still expense line, too)
• Delivering high value, tailored to needs• One-stop shop for connecting with
customers
Community Content• Driving• Home• Conversation• Calendar• Local knowledge
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)
Personal content• Births• Youth milestones• School• Graduation• College life• Military service• Weddings• Parenthood
• Divorce• Jobs, pets, holidays,
food, interests, health• Illness• Empty nesters• Retirement• Reunions• Obituaries
Personal news• Big news in small circles• Some we do as formula, some we ignore• Great opportunities• National players are moving fast
Graduation• Many newspapers gather mugs, names
anyway for graduation section• Launch page for each graduate• Senior, family fill in stories, photos, videos• Gift registry• Fill in school, target ads appear• Fill in career, sign up for email, text alerts
Entertainment• Traditional entertainment in digital form• Entertainment news• User-generated entertainment, events• Games
Business services• Direct sales• Local search• Communication & marketing services
Enriched news content• What’s happening now (Twitter,
liveblogging, real-time video, traffic, scanners, live-streaming)
• Community engagement in news, enterprise, sports coverage
• Storytelling (narrative, multimedia)• Aggregation, curation
C3 at Gazette Communications• Reorganized to separate content, product• Developing new processes, tools to
develop content independently from products
• Hoping to launch C3 projects in 2010• Long way to go• Hoping to learn from your efforts
Do we want to be the monks or Gutenberg?