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Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
Be Your Community's Mobile Leader
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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  • 1. Be Your Community’s Mobile Leader Steve Buttry Ohio Newspaper Association March 30, 2011 [email_address] , @stevebuttry, tbd.com
  • 2. Read more
    • stevebuttry.wordpress.com
    • @ stevebuttry on Twitter
    • Slideshare.net/stevebuttry
  • 3. What do you use?
    • iPhone
    • Android
    • BlackBerry
    • Other smartphone
    • dumbphone
    • Game device
    • iPod Touch
    • iPod
    • Other music
    • Kindle
    • iPad
    • Other tablet
  • 4. 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
  • 5. “ 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
  • 6. “ 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10.  
  • 11.  
  • 12. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
  • 13. 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
  • 14. Mobile disrupts
    • Newspapers
    • TV
    • Radio
    • Music
    • Web
    • Photography
    • Video
    • Books
    • Games
    • Mail
    • Phones
    • Wrist watches
    • Alarm clocks
    • Maps
    • Movies
    • Toys
  • 15. 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
  • 16. 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)
  • 17. 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
  • 18. 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
  • 19. Driving
    • How often do you buy a car?
  • 20. Driving
    • How often do you buy a car?
    • How often do you drive, gas up, service car, park?
  • 21. 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
  • 22.  
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  • 27.  
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  • 29. 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
  • 30.  
  • 31.  
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  • 33.  
  • 34.  
  • 35. @statesman case study
  • 36. Crowdsource
  • 37. Crowdsource
  • 38. Say what you don’t know
  • 39. Converse w/ public
  • 40. Link to fresh content
  • 41. Link to fresh content
  • 42. Use hashtags
  • 43.  
  • 44.  
  • 45.  
  • 46. 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
  • 47.  
  • 48.  
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  • 51.  
  • 52. 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
  • 53. 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
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. 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.
  • 58. 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.
  • 59. Questions?
    • Ask questions now,
    • or later by email ( [email_address] )
    • or DM (@ stevebuttry )
  • 60. Read more
    • stevebuttry.wordpress.com
    • @ stevebuttry on Twitter
    • Slideshare.net/stevebuttry
  • 61.  
  • 62. In mobile-first strategy …
    • Don’t let obstacles become excuses

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