C3 for Washington Newspaper Publishers Association

The  Complete  Community  Connec0on  

Steve  Bu(ry  Washington  Newspaper  

Publishers  Associa;on  

October  2,  2010  

sbu(ry@tbd.com  

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  

•  Email  

•  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.  

Ques0ons?  

Ask  ques;ons  now,  by  email  (sbu(ry@tbd.com)  or    

DM  (@stevebu(ry)  

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