C3 For Siberia
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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
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C3 For Siberia
- 1. The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute-Siberia 3December 2009 steve.buttry@gazcomm.com @stevebuttry on Twitter Slideshare.net/stevebuttry
- 2. Iowa & Siberia Iowa Area: 145,744 square kilometers Population: 3 million Temperature: 9o Terrain: rolling plains Resources: corn, soybeans, hogs Siberia Area: 13.1 million square kilometers Population: 38 million Temperature: -10o Terrain: varied: plains & mountains Resources: oil, gas, minerals
- 8. 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
- 9. 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
- 10. 2009: 12.9% of population buys newspaper Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy
- 11. Graphic from Reflections of a Newsosaur, Alan Mutter
- 12. “We intend to charge for our news web sites. … to increase our revenues from all our content.”
- 14. Newspaper Next
- 17. 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
- 19. C3’s new relationships For 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.
- 20. C3’s new relationships For businesses: We will be their essential connection to customers, often making the sale and collecting the money.
- 21. Our current relationshipwith business customers Huge expense line in budget Lots of inefficiency Ad rates dropping Ad revenues dropping Lots of digital competition
- 22. 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)
- 23. 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
- 24. Community Content Driving Home Conversation Calendar Local knowledge
- 25. 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
- 28. 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)
- 31. 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
- 33. Personal news Big news in small circles Some we do as formula, some we ignore Great opportunities
- 34. Entertainment Traditional entertainment in digital form Entertainment news User-generated entertainment, events Games
- 35. Business services Direct sales Local search Mobile applications Communication & marketing services
- 36. 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
- 37. 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
- 40. 7.4 million iPhones sold last quarter (+7%)
- 41. More than 90,000 iPhone apps available
- 42. News orgs need mobile-first strategySources: GB Guide blog, Apple
- 43. 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
- 44. Mobile-first strategy Text messages Email Applications Tweets Easy-to-use mobile web sites Podcasts Location-based news & commercial info
- 45. Do we want to be the monks or Gutenberg?
Editor's Notes
- I’ll talk briefly about the Cedar Rapids flood and how our organization succeeded in the face of amazing obstacles. I’ll end by noting that we need to take the same no-excuses approach to innovation that we take to big news stories.
- I will note how newspapers’ audience is dwindling (to 13% of population in 2009)
- And newspapers’ advertising is falling even faster than audience
- I’ll talk about why paid content isn’t the solution for newspaper companies, why it’s a symbol of our continuing failure and refusal to innovate and how it sucks up energy and money we should be investing in innovation.
- I’ll discuss how Twitter and other social media are helping meet people’s needs for news and business and news companies need to catch up quickly.
- We’ll talk about separating content from product, using the example of NPR’s Create Once, Publish Everywhere model. Also will discuss efforts at GazComm to separate content from product.
- I’ll tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
- I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
- I’ll discuss my own experience with CaringBridge during my nephew’s illness and discuss how the concept of big news in small circles can open important opportunities in personal news.
- I’ll discuss the mobile-first strategy I encouraged this month.
- More and more people are getting information and connecting with their world on cell phones. Media companies need to think of phones as our primary publishing platform.
- After the exercises and discussion, we will wrap up with a discussion of how printing and digital communication have changed and are changing the world, and the opportunities if we see them right.