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These are the slides for a workshop on C3 scheduled for Dec. 3 in Barnaul, Siberia. For more on this topic, read my Blueprint for the Complete Community Connection: http://bit.ly/qzsKx
The Complete Community Connection
Steve Buttry, Gazette CommunicationsPress Development Institute-Siberia
3 December [email protected]
@stevebuttry on TwitterSlideshare.net/stevebuttry
Iowa & SiberiaIowa
Area: 145,744 square kilometers
Population: 3 millionTemperature: 9o
Terrain: rolling plainsResources: corn,
soybeans, hogs
SiberiaArea: 13.1 million
square kilometersPopulation: 38 millionTemperature: -10o
Terrain: varied: plains & mountains
Resources: oil, gas, minerals
Gazette Communications• Community recovering from disaster• Gazette is 127 years old• 54,000 daily circulation, 67,000 Sunday• KCRG, #1 TV station in market• kcrg.com, gazetteonline.com• Several print, digital niche products
U.S. newspapers• Most revenue from advertising• Home delivery & street sales• Consolidation to one daily in most metro
area• National papers: NY Times, USA Today,
Wall Street Journal• Consolidation of ownership
Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
2009: 12.9% of population buys newspaper
Graphic from Reflections of a Newsosaur, Alan Mutter
“We intend to charge for our news web sites. … to increase our revenues from all our content.”
Newspaper Next
Disruption in telecommunications
Create Once Publish Everywhere• NPR.org• NPR.org Player• NPR News iPhone app• Mobile web site• NPR Addict iPhone app• Public Radio Player• WBUR.org• Minnesota Public Radio• iTunes• NPR on iGoogle
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
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
Entertainment• Traditional entertainment in digital form• Entertainment news• User-generated entertainment, events• Games
Business services• Direct sales• Local search• Mobile applications• 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
Our mobile future – and present Projected 2009 worldwide cell-phone sales: 1 billion 7.4 million iPhones sold last quarter (+7%) More than 90,000 iPhone apps available News orgs need mobile-first strategy
Sources: GB Guide blog, Apple
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
Do we want to be the monks or Gutenberg?
