engaging your community

Engaging Your Community

Steve ButtryCONBY

Yale UniversityFeb. 12, 2011

sbuttry@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

It was the worst of times• Newspapers’ print ad revenues have

fallen 18 straight quarters Q3 2010 less than half of Q3 2006

• Newspapers’ daily circulation as % of population: 36% in 1950, <15% today

Sources: ASNE, NAA, Reflections of a Newsosaur, “State of the Media,” Project for Excellence in Journalism

It was the best of times

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

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, your 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.

Our current 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)• Daily deals

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

Read Mobile-First Strategy

Mobile opportunity

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

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)

A mobile-first project

• Twitter hashtag• Photo contests• Text alerts• Liveblog• Map• Short code

Community going to distant event• Video of synchronized photos• Local ad sales• Mobile coupons to restaurants, bars• Collaborate w/ media in host city

Mobile-first strategy• Executives emphasize mobile priority• Journalists focus on mobile news & info

delivery & presentation• Tech staff focuses on mobile apps• Designers focus on mobile design• Sales staff meets business customers’

mobile 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

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)

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