Being local in a mobile first world


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This presentation looked at what being local means in a mobile context. As well as setting the scene it looks at two specifica projects we've been working on at Talk About Local - a prototype AR app for local publishers (codenamed Apollo) and the ongoing development of the n0tice suite of tools which includes a whitelabel VIP service for publishers.

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  • Slide one: Hello, I’m Sarah Hartley from talk about local best known for our work with the hyperlocal publishers - which is still very important to us - but going to talk today about a couple of 'mobile first' local publishing initiatives we've been working on over the past year or so.
  • Slide 2 - first a couple of stats to set the scene on where mobile is at in a local news context. There won't be anyone in this room who hasn't looked at the levels of mobile use and of course the advertising revenue opportunities from getting your products out to mobile devices but I should say that we're coming at this from a slightly different angle - what does being local mean if you're mobile first? If you have no legacy products? What does local look like then?
  • Slide 3 - and what about the impact video is having now that everyone can be a broadcaster ? Making and watching film isn’t expensive and deskbound any more. It’s mobile and social in part thanks to phones but also better 3 and 4 G provision and nothing tells you about that local place better than video.
  • Slide 4 - so this is where we've been fishing if you like. That space where the social (Facebook, twitter, blogs) local ( that geo geography YOU consider to be local) and finally the mobile element of what platforms that sits on.
  • Slide 5 - and the first example I’ll share with you is our initiative to share useful local information in augmented reality platforms to create a prototype for publishers that we refer to internally as apollo. But if you don't know much about AR is works like this.
  • Two: Augmented reality really isn’t as wacky as it sounds. We’re not talking about artificial intelligence or something, it’s simply a way of using mobile devices to display extra information about something in its location. To augment the reality with something extra if you like.
  • Three: So far we’ve seen very commercial use of the technology. You can try before you buy with a sofa, get a lasagne recipe for your tomato sauce, zoom the entire olympic experience into your house via a poster on the wall or have a fashion model step off the pages of a glossy magazine.
  • But at Talk About Local we wondered whether it could also be used to bring you truly useful information about your locality to your phone or ipad? Could it help you connect with your local neighbourhood.
  • So we’ve been developing a prototype give local community sites the power to deliver their content into augmented reality layers. What if you could walk down a street and discover the latest news or events happening in that street.
  • Six: Or how about discovering what planning might be about to impact on your neighbourhood? Instead of hoping that you’ll catch the old planning notice tied to a lamppost, the application for planning permission on that building over the road can now be seen by pointing your mobile phone in its direction.
  • And it’s not something that’s in the future. Our prototype is about to be launched for general use and here’s a glimpse of what it looks like. The blobs you can see in the screen are the way to navigate to the content.
  • Blobs that are bigger are nearer , smaller and they are geographically further away from where you are standing. And in this way, you can augment the reality of your local experience with things more important than sofas and ketchup.
  • Slide 13 - the second example goes back to that geotagging capability I mentioned for AR. in order to get that content into a locality it needs to be assigned to a location or locations. That can be done after the event as we did with some of the hyperlocal bloggers using a WordPress plug-in OR the content can be created with the appropriate tags as the very first piece of story data - and that’s what we've been helping the Guardian Media Group develop and use with n0tice. the video
  • n0tice is an app first with a mapping website that helps publishers of all sizes produce content assigned with location at its very heart. Stories, information, events all attached to a location and ready to be explored by the virtue of simply being there - no need to search for those pieces of the web that often never surface because Google doesn't yet expose the geotag to the algorithm. YET. Given the regular changes search engines make to the exact equation, just  hoe long do you want to gamble  on that being the case?
  • so far - as well as The Guardian - we've worked with smaller publishers and bloggers who've been using n0tice but I can exclusively reveal here that all the n0tice technology I’ve just shown you is now being released as a whitelable solution for publishers who want to take the technology but have it branded as themselves with their own name, their look and feel.
  • we've already started work with the first whitelabel client - and, because as we've already discussed, anyone can be a publisher now and video is coming into it's own, that project will see a 100 year organisation with no previous publishing experience having its own video app and maps - all built using the n0tice platform but branded as something entirely different.
  • slide  18 - and a 2nd is in a very imminent pipeline and all I can say is watch this space for announcements on that and other opportunities that will be coming up over the next few days and weeks.
  • Being local in a mobile first world

    1. 1. Being local in a mobile first worldSociety of Editors, April 2013Sarah Hartley@foodiesarah
    2. 2. 2“Mobile local ad revenues will grow to54% of overall U.S. mobile advertising -up from 38% in 2012”media consultant BIA/Kelsey.
    3. 3. 3“Local mobile video will also climbquickly -- reaching $515 million in 2017,from $38 million in 2012”media consultantBIA/Kelsey
    4. 4. 4Image: TeropongSkopImage:
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    10. 10. 10Picture: Ell Brown on Flickr
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    13. 13. 13Video courtesy: Mentally Friendly•QuickTime™ and aAVC Coding decompressorare needed to see this picture.URL:
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    16. 16. 16Picture: Willem Van Bergen
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    18. 18. 18• Thank you! Any Questions?If you want to find out more about Augmented Realityor geo-tagging, Talk About Local provides consulting,training, content and business services so pleasecontact