How Mobile Can Transform Local Media

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This is a high-level summary of some early research we did into mobile trends for small, local, independent and alternative media in Canada. Looking to get feedback from Canadian-based broadcasters and publishers to expand this deck into a full-fledged report to be shared with anyone who wants to give input.

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How Mobile Can Transform Local Media

  1. 1. How Mobile Can Transform Local Mediahttp://www.flickr.com/photos/noppyfoto/5267871160/sizes/l/in/photostream/Tuesday, January 10, 2012
  2. 2. mobile is hot...Tuesday, January 10, 2012
  3. 3. “By the end of 2012 we expect the install base of smart phones to be equal to portable PCs.”[1] - Lars Goransson, Group VP/GM at IDC Canada http://www.flickr.com/photos/caribb/5259734742/sizes/l/in/photostream/ [1] Mobile still vital to Canada’s 2012 growth: IDCTuesday, January 10, 2012
  4. 4. “... [the iPad] has already become the fastest adopted electronic device in history” (http://gigaom.com/2012/01/07/dunlap-paypal-payment-predictions)Tuesday, January 10, 2012
  5. 5. Why hasn’t local media joined the party?http://www.flickr.com/photos/_sml/97519096/sizes/o/in/photostream/Tuesday, January 10, 2012
  6. 6. 1 high costs of ownership Sourcing, designing, building and supporting multiple mobile devices and form factors can cost up to $150K an app per smartphone device.Tuesday, January 10, 2012
  7. 7. 2 loss of editorial freedom Local media are more likely to present alternative viewpoints whose content may violate guidelines or policies of a platform vendor.Tuesday, January 10, 2012
  8. 8. 3 low ROI on mobile ads Almost half of all mobile ads are viewed by mistake. With local media unable to produce content as often as mass media, traditional advertising strategies have produced poor results.Tuesday, January 10, 2012
  9. 9. How can local media win on mobile?http://www.flickr.com/photos/hi-phi/54828371/sizes/l/in/photostream/Tuesday, January 10, 2012
  10. 10. 1 embrace the ‘local’ webTuesday, January 10, 2012
  11. 11. “...there’s better long-term potential in a huge audience through a browser than a limited audience through an app.” -Khoi Vinh, former design director, New York TimesTuesday, January 10, 2012
  12. 12. Web internet on mobile is growing 3X faster than desktop ever did.Tuesday, January 10, 2012
  13. 13. 33% of Facebook and 50% of Twitter users access content from a mobile device...Tuesday, January 10, 2012
  14. 14. ..yet only 12% of local Canadian media has a mobile-optimized website.http://www.flickr.com/photos/johanl/4375773612/sizes/l/in/photostream/Tuesday, January 10, 2012
  15. 15. And remember... [1] Mobile still vital to Canada’s 2012 growth: IDC [2] CWTA Industry FactsTuesday, January 10, 2012
  16. 16. ...app content platforms are not a mobile strategy.http://www.flickr.com/photos/blakespot/4773693893/sizes/l/in/photostream/Tuesday, January 10, 2012
  17. 17. App platforms don’t contribute to organizational learning, don’t provide in- house support and won’t provide any competitive differentiation. [1] Mobile still vital to Canada’s 2012 growth: IDC [2] CWTA Industry FactsTuesday, January 10, 2012
  18. 18. treat local businesses as 2 partners, not advertisersTuesday, January 10, 2012
  19. 19. Context-specific content allows local media to insert itself between the buyer and the seller, converting intent (offering discounts) to purchase (collecting payments).http://www.flickr.com/photos/drh/2102396938/sizes/l/in/photostream/Tuesday, January 10, 2012
  20. 20. Shopcatch aggregates location-specific, time- limited discounts and special offers. Consumers can follow specific retailers or offers.Tuesday, January 10, 2012
  21. 21. The next evolution of the relationship between media and retailers will be marked by the widespread adoption of mobile payments.http://www.flickr.com/photos/feuilllu/6350917633/sizes/l/in/photostream/Tuesday, January 10, 2012
  22. 22. 3 create a user-supported platformTuesday, January 10, 2012
  23. 23. For mass media, the overheads of researching, creating, editing, producing and approving content are unsuitable for real-time, crowd- sourced citizen journalism. http://www.flickr.com/photos/faceme/1457252072/sizes/o/in/photostream/Tuesday, January 10, 2012
  24. 24. For individuals, local media outlets are an ideal platform to create, update and support content.http://www.flickr.com/photos/sea-turtle/3799047293/sizes/l/in/photostream/Tuesday, January 10, 2012
  25. 25. “Why should I let some young kid with a phone write restaurant reviews on our reputable, trusted platform?” -- media executives everywherehttp://www.flickr.com/photos/fhashemi/145402545/sizes/o/in/photostream/Tuesday, January 10, 2012
  26. 26. Because she’s already creating content on her phone...http://www.flickr.com/photos/sekihan/3963055349/sizes/l/in/photostream/Tuesday, January 10, 2012
  27. 27. ... and uploading to curated platforms that make local media irrelevant.Tuesday, January 10, 2012
  28. 28. Local media no longer owns the means of content production. They are no longer solely content creators. But local media can still be relevant in digital if they act as content curators. [1] Mobile still vital to Canada’s 2012 growth: IDC [2] CWTA Industry FactsTuesday, January 10, 2012
  29. 29. Which leads us to the last point... [1] Mobile still vital to Canada’s 2012 growth: IDC [2] CWTA Industry FactsTuesday, January 10, 2012
  30. 30. 4 embrace the mobile mediumTuesday, January 10, 2012
  31. 31. Print is a visual medium...http://www.flickr.com/photos/stephangeyer/3501272881/sizes/o/in/photostream/Tuesday, January 10, 2012
  32. 32. ... whereas mobile is a tactile medium.http://www.flickr.com/photos/stephangeyer/3501272881/sizes/o/in/photostream/Tuesday, January 10, 2012
  33. 33. The methods of monetizing print content translate poorly on mobile devices.Tuesday, January 10, 2012
  34. 34. Consider other features of the medium as part of a complete mobile strategy. Contacts: Sharing and connecting Camera: Photos and videos GPS: Location-aware Notifications: Always-onTuesday, January 10, 2012
  35. 35. Summary 1 embrace ‘local’ web 2 treat local businesses as partners 3 let citizens contribute to platform 4 embrace the mobile mediumTuesday, January 10, 2012
  36. 36. Milan Gokhale milan@zeusriver.com @milang Zeus RiverTuesday, January 10, 2012
  37. 37. Resources • Meeker Says Majority Of Pandora’s And Twitter’s Traffic Is Mobile; Square Transactions Grew 20,000% (http:// techcrunch.com/2011/10/18/meeker-mobile-pandora-twitter-square) • The New Yorker uses mobile app as tour guide (http://www.mobilemarketer.com/cms/news/media/ 10658.html) • Altimeter Analyst Rebecca Lieb Riffs on Digital Marketing Today and What’s Ahead (http:// www.pulsepoint.com/2011/12/altimeter-analyst-rebecca-lieb-riffs-on-digital-marketing-today-and-what %E2%80%99s-ahead) • Citizen Journalism, Live From Disney World (http://blogs.wsj.com/buzzwatch/2008/05/08/citizen- journalism-live-from-disney-world) • An Excellent Example of Citizen Journalism: Twisney (http://www.scottmonty.com/2008/05/excellent- example-of-citizen-journalism.html) • Khoi Vinh: Publishers Should Be Developing for the Mobile Web Instead of Making Replica Apps (http:// www.betabeat.com/2011/07/22/khoi-vinh-publishers-should-be-developing-for-the-mobile-web-instead- of-making-replica-apps/) • On Twitter People Want to Follow Personal Versus Official Accounts of Journalists (http://thenextweb.com/ twitter/2011/12/20/on-twitter-people-want-to-follow-personal-versus-official-accounts-of-journalists/) • Goings On About Town App (http://www.newyorker.com/online/blogs/goingson/2011/08/goings-on-about- town-app.html) • Half Of Mobile Ads Clicked By Mistake (http://www.informationweek.com/news/software/bi/229200047) • New Data: 33% of Facebook Posting is Mobile (danzarrella.com/new-data-on-mobile-facebook- posting.html)Tuesday, January 10, 2012

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