Connecting Your Community
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These are my slides for a presentation for the Audience Development Conference today (May 21, 2010) in Atlanta. I'll be discussing my Complete Community Connection business plan, mobile-first strategy and a preview of TBD.
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Connecting Your Community
- 1. Connecting Your Community Steve Buttry Audience Development Conference May 21, 2010 sbuttry@tbd.com
- 2. 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
- 6. Graphic from Reflections of a Newsosaur by Alan Mutter
- 7. Read more in C3 blueprint
- 8. 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.
- 9. C3’s new relationships For businesses: We will be their essential connection to customers, often making the sale and collecting the money.
- 10. Our current relationshipwith business customers Huge expense line in budget Lots of inefficiency Ad rates dropping Ad revenues dropping Lots of digital competition
- 11. 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)
- 12. The C3 relationshipwith business partners Revenue line in budget (expense line, too) Delivering high value, tailored to needs One-stop shop for connecting with customers
- 13. Community Content Driving Home Conversation Calendar Local knowledge
- 14. 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
- 17. 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)
- 20. 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
- 22. 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
- 23. Entertainment Traditional entertainment in digital form Entertainment news User-generated entertainment, events Games
- 24. Business services Direct sales Local search Communication & marketing services
- 25. 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, interactive, games) Aggregation, curation
- 29. What’s your social media strategy?
- 32. Mobile-first strategy Text messages Email Applications Tweets, check-ins, other social media Location-based news, info & commerce Easy-to-use mobile web sites Device-flexible (not device-agnostic)
- 34. Local ad sales
- 35. Mobile coupons to restaurants, bars
- 37. What can you do? Use Twitter on your phone. A lot. Use Foursquare (don’t sync w/ Twitter) & 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.
- 38. In meetings next week … Plan mobile-first coverage of an event. Plan mobile-first service for business customer. In routine planning meetings, ask about hashtags, maps, short codes, Ushahidi. Change a weekly or daily planning meeting to a mobile planning meeting.
- 40. 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
- 41. 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
- 42. 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
- 43. Questions? Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry)
- 44. 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
- 45. When did your organization excel in the face of huge obstacles?
- 56. Transformation is your big story Don’t let obstacles become excuses
Notes de l'éditeur
- I’ll start out by talking about how the big news in my life in recent years – a new granddaughter, a nephew’s illness and death, a son’s wedding – are the kinds of events that newspapers either ignore or cover in a formulaic fashion that doesn’t reflect the meaning or magnitude of the situation to the people involved.
- 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 tell participants they can read the full C3 blueprint (38 pages as a pdf) on my blog
- We’ll discuss the C3 approach to a driving service, noting that some news organizations are starting, but still thinking like newspapers.
- 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 how Twitter and other social media are helping meet people’s needs for news and business and news companies need to catch up quickly.
- I’ll make the point that as people spend more time with social media, news organizations need to learn how to use social media in a variety of ways to cover the news and to serve business customers.
- I’ll tell the editors they can read the full Mobile-First Strategy on my blog
- I’ll encourage questions during the webinar, but will also field them, time-permitting, at the end.
- We’ll close with a discussion of how news organizations excel in the face of obstacles, sharing briefly the story of how the Gazette staff responded to the 2008 flood in Cedar Rapids, iowa.
- 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’ll close by making the point that our response to innovation needs to be as resourceful, persistent and determined as our response to a big story.