CKP2011 mobile

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  • Definition of Mobile – anything away from desk, disconnected, wireless.
  • The biggest growth in this is market is Android. About 40% smartphones are Androids, trending up. iPhone about 30%. About 56% of new acquirers are choosing Android. (Nielsen August and September 2011.)
  • It’s not only the 1 st Screen of the Day, it’s also the second screen and the last screen. I’ll show you stats in just a moment to back this up.
  • March stats, certainly higher numbers now. Bullet 2: This will drive news seekers. QUESTION: Are you tracking your mobile news analytics? Do you know what percentage of all your traffic is now coming from mobile? Ours is now over 30%. A year ago, it was 10%. And we’re growing on both web and mobile platforms. Web is growing, but slower.
  • This is our traffic, a pageview snapshot of one week in September 2011, compared to September 2010. Note the traditional bell top of traffic in the midday hour. The noon curve appears to be flattening. In this snapshot, relative increases are evident from 7p to 10a, with the exception of 7a and 8a (customer switching to mobile). QUESTION: What do you think this hour-by-hour looks like on a mobile device?
  • STUNNING. By 7am, we’re already near peak audience. Remember that stat on smartphones and alarms? If mobile screens are rapidly becoming the 1 st screen people are turning to, what does that mean for the content you’re producing on TV? What are expectations for your best customers – the ones who consume your content on multiple platforms? This is a snapshot from my stations. You need to pull this report for your own property, or put this data together. ** THINK ABOUT IMPLICATIONS FOR PRODUCING ***
  • ** Trends. Mobile redefines local. Not just where I live, where I work, but where I am. I don’t care as much about the shooting in the bad part of town if I never go there. But if I’m there, I care more. The GPS will help us geotarget news one of these days. Mobile is powerful when we’re out and about. But it’s also powerful as a second screen. Note the PM usage from the earlier stats. You’re using a mobile device or a tablet while you’re consuming media (TV). Real-time conversation around the first screen. Or just multi-tasking. It’s omnipresent. I was waiting on a friend in a hotel lobby Tuesday morning, and I had my phone out checking Facebook. And I realized, I’m never ALONE any more. 4) Because I’m so connected, I expect “if news is important, it will find me.” What does that mean in terms of implications for us as news providers? Three-screen is here. Reliance on media platforms is shifting New platforms are being layered onto existing sources. Platforms mutually reinforce each other. Digital momentum is outpacing local presence. Social media is a news destination Customerr expectation: If news is important enough, it will find me. Mornings are dynamic. The pace is accelerating, mobile is driving the velocity. Local TV news still matters  what’s next.
  • I’m going to show you a video clip from a mobile futurist Tomi Ahonen. Leading up to the clip, Tomi makes 3 big statements, listed here: mobile is the 7 th mass medium (print, sound recordings, cinema, radio, TV, internet, mobile). Every medium still stands. Mobile is not the DUMB PC. This video is from 2009, two years old. Last year, 2010, it was an eye-opener in this room, it turned a lot of heads. This year, some of you will be up on all this, but others won’t. The speaker’s a character, the message is still true. http://fora.tv/2009/09/24/Mobile_Phones_The_Next_4_Billion_with_Tomi_Ahonen START VIDEO AT 8:50.
  • Pretty important slide here. We could (should?) have a conversation built on all these attributes, laid out in a matrix.
  • Pretty important slide here. We could (should?) have a conversation built on all these attributes, laid out in a matrix. (flip slide for a Mobile First Strategy question)
  • What are the real-time tools on a mobile device? Camera Facebook Twitter Instagram Mobile live-streaming. **DEMO ON IPAD.** Andy Carvin -- http://twitter.com/#!/acarvin - (Tweets from Tuesday – asks “anyone?”) He’ll tell you he’s a writer, not a reporter, but watch his stream. He sees himself as a point-guard, passing information around. Not all of it is verified, but Andy begins with established trusted contacts. He watches who *they* follow and retweets, builds a bigger network of trusted sources. When he’s unsure of a fact that’s being tweeted, he’ll pass out the fact and ask for someone else to verify. And he’s doing it in a REVOLUTION where people’s lives are endangered, and where many of the people on Twitter are using false identities just to protect themselves. Best practices – workflow – getting information from the field to our customers. Sharing news.
  • Photography, videography iPhoneography – have a still photographer teach your staff how to use their cameras for best photos. Good photography is good photography, even with a limited feature set.
  • Who here produces any news or content specificallly for a mobile device? Phone or tablet? Use a smartphone to remind people to watch TV. This also includes producing for the time period (7am-9am, then again in the PM). Writing for mobile – Jakob Nielsen http://www.useit.com/alertbox/mobile-writing.html Showcase different content. What’s the mobile phone user want? Utility, speed, Twitter, Facebook, weather, videos. What’s the tablet customer expect? Quality reading and video viewing experience. Netflex, Hulu, iPad – longreads, instapaper, DEMO iPhone or iPad apps.
  • Some of the most interesting development in all of technology is taking place on mobile and with apps. My favorite iPHone apps that are worth your exploration: What are your favorites? Instagram – frankly there are hundreds of camera apps – I’ll list some of them in my notes. There’s a new app called Vlix social video sharing via mobile. Of course, there’s also YouTube, a pretty good social and mobile site and app. QR Code - Foursquare – geofencing
  • Be pushy on mobile. Remember, your customers are saying “If news is important, it will find me.” Breaking news e-mails, tweets, Facebook. *NEXT SLIDE FOR IOS NOTIFICATIONS.**
  • BIG CHANGE TODAY: Customers don’t mind the push, when it’s relevant. This will change TODAY. New notification center. Wish Android will do these.
  • WHAT DID I LEAVE OUT? YOUR BEST IDEAS. DO AN EXERCISE? SPLIT INTO FOUR TEAMS. TWO WILL DO A NEW NEWSROOM, BUILT AROUND MOBILE. TWO WILL CREATE A SHORT-TERM ACTION PLAN FOR AN EXISTING NEWSROOM.
  • This session is built on #3 Challenge the Process.
  • CKP2011 mobile

    1. 1. Mobilizing Your Journalism Chip Mahaney, E.W. Scripps Company
    2. 2. Definition <ul><li>Mobile = Away From Desk </li></ul>
    3. 3. Smartphone as Game Changer
    4. 4. The 3 rd Screen is now the 1 st Screen <ul><li>Current AM routine: </li></ul><ul><ul><li>Check mobile device </li></ul></ul><ul><ul><ul><li>alerts, e-mail, social, weather </li></ul></ul></ul><ul><ul><li>Turn on TV </li></ul></ul><ul><ul><li>Check traffic on TV, online, radio, Twitter </li></ul></ul><ul><ul><li>Plug in, reconnect at work via computer </li></ul></ul>
    5. 5. Fast Facts <ul><li>About half of all adults get local news or information on a cell phone or tablet. </li></ul><ul><li>51% of mobile local news consumers use 6 or more sources/month (2x non-mobile users) </li></ul><ul><li>Consumption increases with education and income. </li></ul><ul><li>Tablet penetration 4-7%. iPad is king. </li></ul>(Pew Mobile Devices, March 2011)
    6. 6. The Web Bell Curve Web pageviews, hour by hour (by pct) (Omniture data, Sep 13-17, 2010 and Sep 12-16, 2011)
    7. 7. Mobile Morning Rush Mobile pageviews, hour by hour (by pct) (News Over Wireless data, Sep 13-17, 2010 and Sep 12-16, 2011)
    8. 8. More key trends <ul><li>Mobile redefines local. </li></ul><ul><li>Mobile is being layered on top of other media. </li></ul><ul><li>We are never alone, never bored, never out of touch. </li></ul><ul><li>We’re so connected, we assume “if news is important, it will find me”. </li></ul>
    9. 9. Mobile Evangelists <ul><li>Tomi Ahonen – a “mobilist” </li></ul><ul><ul><li>Mobile is the 7 th mass medium </li></ul></ul><ul><ul><li>No medium replaces the one before it </li></ul></ul><ul><ul><li>Mobile is NOT the dumb PC!!! </li></ul></ul>
    10. 10. Mobile’s unique attributes for news <ul><li>Cameras </li></ul><ul><li>Voice </li></ul><ul><li>GPS chip </li></ul><ul><li>Motion sensor </li></ul><ul><li>Touch screen </li></ul><ul><li>Keypad </li></ul><ul><li>Video </li></ul><ul><li>Wireless internet </li></ul><ul><li>News-gathering </li></ul><ul><li>Content distribution & consumption </li></ul><ul><li>Data </li></ul><ul><li>A social audience – community always there. </li></ul>
    11. 11. Mobile’s unique attributes for news <ul><li>Cameras </li></ul><ul><li>Voice </li></ul><ul><li>GPS chip </li></ul><ul><li>Motion sensor </li></ul><ul><li>Touch screen </li></ul><ul><li>Keypad </li></ul><ul><li>Video </li></ul><ul><li>Wireless internet </li></ul><ul><li>News-gathering </li></ul><ul><li>Content distribution & consumption </li></ul><ul><li>Data </li></ul><ul><li>A social audience – community always there. </li></ul>Are we ready for a Mobile First Strategy?
    12. 12. Mobile Leadership <ul><li>Use the tools to produce real-time </li></ul>
    13. 13. Mobile Leadership <ul><li>Prize photography </li></ul><ul><li>(and train for it, too) </li></ul>
    14. 14. Mobile Leadership <ul><li>Produce for the platform </li></ul>
    15. 15. Mobile Leadership <ul><li>Play with apps. </li></ul>
    16. 16. Mobile Leadership <ul><li>Push. </li></ul>
    17. 17. iOS Breaking News Push Alerts
    18. 18. Mobile Leadership <ul><li>Use the tools to produce real-time. </li></ul><ul><li>Prize photography. </li></ul><ul><li>Produce for the platform. </li></ul><ul><li>Push. </li></ul>
    19. 19. The Leadership Challenge <ul><li>Challenge the process </li></ul><ul><li>Seek opportunities </li></ul><ul><li>Experiment </li></ul><ul><li>Take risks </li></ul><ul><li>Create small wins </li></ul><ul><li>Learn from the experience </li></ul>
    20. 20. Mobilizing Your Journalism Chip Mahaney, E.W. Scripps Company

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