Opportunities in upheaval

Opportunitiesin Upheaval

Steve ButtryAABP, Indianapolis

June 26, 2010sbuttry@tbd.com

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?

Questions?

Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry)

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