Opportunities in upheaval
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These are slides for a presentation June 26 for the Alliance of Area Business Publications.
Transcript of Opportunities in upheaval
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
Media are facing tectonic change
Graphic from Reflections of a Newsosaur by Alan Mutter
Graphic by Alan Mutter, Reflections of a Newsosaur
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
What are your tectonic changes?
Disruptive innovation• Redefine competition (“Blue Ocean”)• “Good enough” opens doors to new
possibilities of excellence• Identify jobs to be done• Do what you do best & link to rest• Promise, tool, bargain
Read more in C3 blueprint
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, the 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.
Newspapers’ relationshipwith business customers
• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition
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)
C3 relationshipwith business partners
• Revenue line in budget (expense line, too)
• Delivering high value, tailored to needs• One-stop shop for connecting with
customers
You need to answer:What should your new
relationship(s) be?Jobs to do for community?
Jobs to do for biz customers?What’s your Blue Ocean?
C3’s Community Connection
• Community content• Personal content• Business services• Entertainment• Enhanced news
C3’s Community Connection
• Community content• Personal content (something else?)• Business services• Entertainment (something else?)• Enriched news
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)
Business servicesAdvertising, yes, but also:• Direct sales• Local search• Communication & marketing services• What else?
Enriched news content• What’s happening now (Twitter,
liveblogging, real-time video, live-streaming)
• Community engagement (conversation, social media)
• Storytelling (narrative, multimedia, interactive, games)
• Aggregation, curation
What’s your social media strategy?
Mobile-First Strategy
Mobile-first strategy• Text alerts• Email • Applications (phones & tablets)• Social media (tweets, check-ins, tips)• Location-based news, info & commerce• Easy-to-use mobile web sites• Device-flexible (not device-agnostic)• Games (phones, iPads great for games)
Mobile-first commerce• Ads in apps• App fees• Email newsletters (w/ ads)• Sponsored social media• Location-based commerce• Your imagination
Coming this summer
Web, mobile, TV …
blogger network
• Links to blogger members on their sites• We’ll feature their content, drive traffic
to their blogs• We’ll sell ads on their sites, share
revenue• Staff also provides content• Workshops, events for bloggers
content approach
• Top 10%, bottom 10%• Heavy geotagging• Staff content on most useful topics• Blogger network• Aggregate content from anywhere• Heavy social media use• Cover stories as they unfold
community engagement• Content from community (blogs,
comments, chats, one-time submissions)• Converse with community• Use social media for gathering content,
crowdsourcing, conversation, linking• Engage with mobile community
Quick brainstormingGround rules:• Everything is possible• Identify job to be done (consumer or biz)• What’s your “blue ocean”?• What’s a good-enough solution?• Community engagement strategy?
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
