The Complete Community Connection Steve Buttry, Gazette Communications Press Development Institute-Siberia 3 December 2009 [email protected] @stevebuttry on Twitter Slideshare.net/stevebuttry

C3 For Siberia

Embed Size (px)


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

Citation preview

Page 1: C3 For Siberia

The Complete Community Connection

Steve Buttry, Gazette CommunicationsPress Development Institute-Siberia

3 December [email protected]

@stevebuttry on TwitterSlideshare.net/stevebuttry

Page 2: C3 For Siberia

Iowa & SiberiaIowa

Area: 145,744 square kilometers

Population: 3 millionTemperature: 9o

Terrain: rolling plainsResources: corn,

soybeans, hogs

SiberiaArea: 13.1 million

square kilometersPopulation: 38 millionTemperature: -10o

Terrain: varied: plains & mountains

Resources: oil, gas, minerals

Page 3: C3 For Siberia
Page 4: C3 For Siberia
Page 5: C3 For Siberia
Page 6: C3 For Siberia
Page 7: C3 For Siberia
Page 8: C3 For Siberia

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

Page 9: C3 For Siberia

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

Page 10: C3 For Siberia

Graphic from The Digital Journalist, “Circling the Drain,” by Mark Loundy

2009: 12.9% of population buys newspaper

Page 11: C3 For Siberia

Graphic from Reflections of a Newsosaur, Alan Mutter

Page 12: C3 For Siberia

“We intend to charge for our news web sites. … to increase our revenues from all our content.”

Page 13: C3 For Siberia
Page 14: C3 For Siberia

Newspaper Next

Page 15: C3 For Siberia

Disruption in telecommunications

Page 16: C3 For Siberia
Page 17: C3 For Siberia

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

Page 18: C3 For Siberia
Page 19: C3 For Siberia

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, your community should turn first to C3, whatever the need.

Page 20: C3 For Siberia

C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.

Page 21: C3 For Siberia

Our current relationshipwith business customers

• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition

Page 22: C3 For Siberia

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)

Page 23: C3 For Siberia

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


Page 24: C3 For Siberia

Community Content• Driving• Home• Conversation• Calendar• Local knowledge

Page 25: C3 For Siberia

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

Page 26: C3 For Siberia
Page 27: C3 For Siberia
Page 28: C3 For Siberia

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)

Page 29: C3 For Siberia
Page 30: C3 For Siberia
Page 31: C3 For Siberia

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

Page 32: C3 For Siberia
Page 33: C3 For Siberia

Personal news• Big news in small circles• Some we do as formula, some we ignore• Great opportunities

Page 34: C3 For Siberia

Entertainment• Traditional entertainment in digital form• Entertainment news• User-generated entertainment, events• Games

Page 35: C3 For Siberia

Business services• Direct sales• Local search• Mobile applications• Communication & marketing services

Page 36: C3 For Siberia

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

Page 37: C3 For Siberia

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

Page 38: C3 For Siberia
Page 39: C3 For Siberia

Our mobile future – and present Projected 2009 worldwide cell-phone sales: 1 billion 7.4 million iPhones sold last quarter (+7%) More than 90,000 iPhone apps available News orgs need mobile-first strategy

Sources: GB Guide blog, Apple

Page 40: C3 For Siberia

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

Page 41: C3 For Siberia

Mobile-first strategy• Text messages• Email• Applications• Tweets• Easy-to-use mobile web sites• Podcasts• Location-based news & commercial info

Page 42: C3 For Siberia

Do we want to be the monks or Gutenberg?