Download - Connecting Your Community
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Connecting Your Community
Steve ButtryAudience Development
ConferenceMay 21, 2010
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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
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Graphic from Reflections of a Newsosaur by Alan Mutter
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Read more in C3 blueprint
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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.
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C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.
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Our current relationshipwith business customers
• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition
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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)
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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
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Community Content• Driving• Home• Conversation• Calendar• Local knowledge
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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
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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)
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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
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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
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Entertainment• Traditional entertainment in digital form• Entertainment news• User-generated entertainment, events• Games
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Business services• Direct sales• Local search• Communication & marketing services
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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
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What’s your social media strategy?
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Read Mobile-First Strategy
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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)
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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
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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
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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.
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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.
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Coming this summer
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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
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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
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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
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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
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When did your organization excel in
the face of huge obstacles?
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Transformation is your big story
Don’t let obstacles become excuses