NAA Media X Change

Media X Change

Chuck PetersCEO, The Gazette Company

March 10, 2009

“THE PHYSICS OF MEDIA ARE CHANGING”*

Limited distribution channels

Abundant attention

Unlimited distribution

Attention scarcity

*http://www.fistfulayen.com/blog/?p=147

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a conversation

Adapting the message/ beta

Focused on the consumer / Adding value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIASOCIAL MEDIA

So this requires

a different mindset

different approaches

different ways of working

http://www.flickr.com/photos/adviceposters/sets/72157602720078403/

COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC

Higher repeat visits

More Loyal Users

Higher levels of interactionMore useful site

More content

More traffic

More links

More authority

ONLINE COMMUNITIES CAN BE A PUZZLE

UNTIL YOU REMEMBER THEY ARE ALL HUMAN

AND STOP TRYING TO CONTROL THEM

www.spy.org.es/upload/actuacion/imagen-35.jpg

UNDERSTAND HOW THEY WORK

91 90

Every community has super-users – high authority, highly active

Know who they are

• Our mission is to be the information provider of choice through a dynamic mix of innovative products and services. We will create and maintain mutually beneficial, long-term relationships with our customers, employees, and the communities we serve.

• Strengthening communities by engaging and informing participants through interactive processes.

Company Confidential 8

Mission Statement & Vision

Business Model

• Vision = Strengthen our Communities

• Success = Attention x Trust x Convenience

• = Assets

• Revenue = From numerous smaller sources

• Costs Company Confidential 9

Culture• Franchise Start up

• Baseball Hockey

• Intrude Relationship

• Authority Transparency

• Product Network

Trust, Fairness, and Accuracy


Change in the way we do business….From a “Franchise”


• Traditional network of products and services: assuming one size fits all.

• Push of information and content.

Newspaper BroadcastCommercial

Printing

Change in the way we do business….To a “Start Up”


• Network of products and services: not trying to be everything to all people.

• Strategic products developed to reach and interact with untapped audiences.

Re-Envisioned Newspaper

Hoopla

Sports

Iowa .com

Gazetteonline.com

Broadcast – 9.1

9.2

KCRG.comCommercial

Printing

Production Services

Change in the way we do business….


• Independent Actors• Relate to all products and services on various levels.

Shared Services – Feeding or Supporting the Network

Un-packaged Content -ICE

AD&M

Customer Care

Tech SvcsDistribution

Production Svcs

Sales

Content W /Agenda

TP Sources


Superblog structure

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was

about technology, but it's not.“

Seth Godin

AND IT’S NOT ABOUT THE TECHNOLOGY

Image: http://www.gapingvoid.com/

Employee Expectations Each employee will move the Culture:

Permission Seeking

Awaits DirectionFocused Job Responsibilities

Agree; Avoid Conflict

Do things perfectly; Takes few chancesMakes "popular" decisionsMediocre performance is acceptable/standard

Preserves the status quo

Independent Actors - Works Freely within Established BoundariesSelf-Learner, Seeks Information

Wear Multiple HatsBuilds Constructive and Effective Relationships

Willingness to try new things and fail

Makes timely, necessary decisionsRaising the bar; high achievement becomes the standardResults driven - can be counted on to achieve/exceed goals



WHAT’S NEXT IN MEDIA

Neil Perkin

Only Dead Fish

http://neilperkin.typepad.com/

HOW SOCIAL MEDIA CHANGES THE RULES FOR GOOD

Special Thanks to Neil Perkin for use of his slides from:

Technology

NAA Media X Change