Be Your Community's Mobile Leader
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Be Your Community's Mobile Leader

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These are slides from a webinar on mobile strategy for the Ohio Newspaper Association.

These are slides from a webinar on mobile strategy for the Ohio Newspaper Association.

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Be Your Community's Mobile Leader Be Your Community's Mobile Leader Presentation Transcript

  • Be Your Community’s Mobile Leader Steve Buttry Ohio Newspaper Association March 30, 2011 [email_address] , @stevebuttry, tbd.com
  • Read more
    • stevebuttry.wordpress.com
    • @ stevebuttry on Twitter
    • Slideshare.net/stevebuttry
  • What do you use?
    • iPhone
    • Android
    • BlackBerry
    • Other smartphone
    • dumbphone
    • Game device
    • iPod Touch
    • iPod
    • Other music
    • Kindle
    • iPad
    • Other tablet
  • How we use mobile devices
    • Phone
    • Camera
    • Photo album
    • Email
    • Text messages
    • Calendar
    • Maps
    • Tweet
    • Location (4sq, etc.)
    • Other social media
    • News on web
    • Other web use
    • News apps
    • Other apps
  • “ Local news is going mobile”
    • 84% of U.S. adults have cellphones
    • 47% of U.S. adults get local news on phone or tablet
    • 33% of U.S. adults pay for newspaper subscription
    • Source: 2011 State of the News Media Report
  • “ Local news is going mobile”
    • 42% of cellphone & tablet owners get mobile weather updates
    • 37% get info on restaurants, local biz
    • 30% get general local news
    • 24% get sports news
    • 22% get traffic/transportation info
    • Source: 2011 State of the News Media Report
  • Mobile audience is young
    • 70% of 18-29 (63% of 30-49) get local news on mobile devices
    • 55% of 18-29 (47% of 30-49) use mobile devices to find local restaurants, biz
    • 28% of 18-29 (23% of 30-49) use local mobile coupons, discounts
    • Source: 2011 State of the News Media Report
  • Attractive to advertisers?
    • Audience for mobile local news has:
    • Income (67% of $75K and up)
    • Education (58% of college grads)
    • Families (64% of parents w/ minor children)
    • Source: 2011 State of the News Media Report
  • Tablet use growing fast
    • Penetration grew from 4% to 7% in just 4 months
    • Higher penetration with upper incomes
    • Projected use by 2012: 41 million Americans (13%)
    • Sources: 2011 State of the News Media Report, eMarketer
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  • Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
  • Mobile opportunity
    • Local mobile ad opportunity is bigger than:
    • Newspapers’ 2009 ad revenue drop
    • Newspapers’ retail ad drop 2005-2009
    • Total 2008 newspaper classified revenue
    • Any newspaper classified vertical at peak
    Sources: Borrell Associates & Newspaper Association of America Details: stevebuttry.wordpress.com
  • Mobile disrupts
    • Newspapers
    • TV
    • Radio
    • Music
    • Web
    • Photography
    • Video
    • Books
    • Games
    • Mail
    • Phones
    • Wrist watches
    • Alarm clocks
    • Maps
    • Movies
    • Toys
  • Mobile is unique …
    • Only personal mass medium
    • Permanently carried
    • Always connected
    • Built-in payment channel
    • Available at point of creative inspiration
    • Best audience information
    • Captures social context of consumption
    • Augmented reality to mass markets
    Source: Tomi T. Ahonen, Communities Dominate Brands
  • Mobile-first strategy
    • Text alerts
    • Email
    • Applications (phones & tablets)
    • Social media (tweets, check-ins, tips)
    • Location-based news, info & commerce
    • Easy-to-use mobile websites
    • Device-flexible (not device-agnostic)
    • Games (phones, iPads great for games)
  • Mobile news-gathering
    • Reporters with smartphones (shooting photos & videos, tweeting & texting from events, disaster & crime scenes)
    • Easy submission tools for the public
    • Curation of tweets, check-ins, tips, twitpics
  • App info
    • 13% of mobile audience (24% of mobile audience for local news) get local news through an app
    • 89% of those didn’t pay for the app
    • 1% of adults pay for local news app
    • Source: 2011 State of the News Media Report
  • Driving
    • How often do you buy a car?
  • Driving
    • How often do you buy a car?
    • How often do you drive, gas up, service car, park?
  • Driving
    • How often do you buy a car?
    • How often do you drive, gas up, service car, park?
    • Connect drivers with information they need daily
    • Connect auto services with drivers
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  • Mobile social use
    • People who get local news online are much more likely to use social networks (75%) than those who don’t (42%)
    • They are almost 4 times more likely to use Twitter (15% to 4%)
    • Source: 2011 State of the News Media Report
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  • @statesman case study
  • Crowdsource
  • Crowdsource
  • Say what you don’t know
  • Converse w/ public
  • Link to fresh content
  • Link to fresh content
  • Use hashtags
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  • A mobile-first project
    • Twitter hashtag
    • Photo contests
    • Text alerts
    • Liveblog
    • Crowdmap
    • Short code
    Community going to distant event
    • User photos
    • Foursquare
    • Local ad sales
    • Mobile coupons
    • Collaborate w/ media in host city
    • Advance promotion
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  • Tablet issues
    • Not just the iPad (Kindle, Nook, others)
    • May be able to charge for content
    • Is advertising a better opportunity
    • Beware of replicating newspaper experience
    • Mobile, but also used heavily at home
  • iPad not necessarily mobile
    • “ On average, the Telegraph iPad app was being used only seven times a month, when users – average age 47 – were unable to buy a paper. The devices were being left at home or at work – not being carried everywhere.”
    • Tim Rowell, Director of Mobile Product Development at the Telegraph, quoted by WAN/IFRA
  • Mobile: Everyone’s job
    • 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
  • What can small staff do?
    • Consume news on smartphone (including editor & publisher)
    • Push press association to help w/ apps
    • Partner with local college or university (mobile internships?)
    • Revenue share w/ developer and/or advertiser
  • Mobile-first newsroom
    • Top editor stresses & shows mobile priority
    • Every staffer with smart phone
    • Mobile planning, emphasis in meetings
    • Designated mobile leader
    • Work closely w/ tech & sales staffs to pursue mobile opportunities
  • What can top leaders 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.
  • In meetings this week …
    • Plan mobile-first coverage of an event.
    • In routine planning meetings, ask about hashtags, maps, short codes, Foursquare, Crowdmap.
    • Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting.
  • Questions?
    • Ask questions now,
    • or later by email ( [email_address] )
    • or DM (@ stevebuttry )
  • Read more
    • stevebuttry.wordpress.com
    • @ stevebuttry on Twitter
    • Slideshare.net/stevebuttry
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  • In mobile-first strategy …
    • Don’t let obstacles become excuses