Developing a Mobile-First Strategy

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These are slides for a webinar Sept. 2 for the Online Media Campus.

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  • I will make a presentation on mobile-first strategy for the American Society of News Editors on Tuesday, April 13, in Washington.
  • I’ll tell the editors they can read the full Mobile-First Strategy on my blog
  • I’ll note the projected huge growth in local mobile advertising
  • These points are elaborated on in today’s blog post at stevebuttry.wordpress.com
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • … Gowalla
  • The next several slides will illustrate points from my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin, using material from people in the community on mobile devices.
  • I’ll mention Ushahidi as a new tool with great possibilities for mobile engagement.
  • This slide is based on this blog post: http://stevebuttry.wordpress.com/2010/04/13/a-mobile-first-project-for-your-community-on-the-go/
  • I’ll encourage questions during the webinar, but will also field them, time-permitting, at the end.
  • I’ll end with a discussion of how the culture of news organizations is one to get the job done on the big story (this photo is from the Cedar Rapids flood of 2008). We need to take the same no-excuses approach to mobile-first strategy.
  • Developing a Mobile-First Strategy

    1. 1. Developing a Mobile-First Strategy Steve Buttry Online Media Campus Sept. 2, 2010 [email_address] , @stevebuttry, tbd.com
    2. 2. Read more <ul><li>Blog posts at stevebuttry.wordpress.com </li></ul><ul><li>tbd.com </li></ul><ul><li>@ stevebuttry on Twitter </li></ul><ul><li>Slideshare.net/stevebuttry </li></ul><ul><li>Tomi T. Ahonen’s blog, Communities Dominate Brands (linked from my blog) </li></ul>
    3. 6. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
    4. 7. Mobile opportunity <ul><li>Local mobile ad opportunity is bigger than: </li></ul>Sources: Borrell Associates & Newspaper Association of America
    5. 8. Mobile opportunity <ul><li>Local mobile ad opportunity is bigger than: </li></ul><ul><li>Newspapers’ 2009 ad revenue drop </li></ul>Sources: Borrell Associates & Newspaper Association of America
    6. 9. Mobile opportunity <ul><li>Local mobile ad opportunity is bigger than: </li></ul><ul><li>Newspapers’ 2009 ad revenue drop </li></ul><ul><li>Newspapers’ retail ad drop 2005-2009 </li></ul>Sources: Borrell Associates & Newspaper Association of America
    7. 10. Mobile opportunity <ul><li>Local mobile ad opportunity is bigger than: </li></ul><ul><li>Newspapers’ 2009 ad revenue drop </li></ul><ul><li>Newspapers’ retail ad drop 2005-2009 </li></ul><ul><li>Total 2008 newspaper classified revenue </li></ul>Sources: Borrell Associates & Newspaper Association of America
    8. 11. Mobile opportunity <ul><li>Local mobile ad opportunity is bigger than: </li></ul><ul><li>Newspapers’ 2009 ad revenue drop </li></ul><ul><li>Newspapers’ retail ad drop 2005-2009 </li></ul><ul><li>Total 2008 newspaper classified revenue </li></ul><ul><li>Any newspaper classified vertical at peak </li></ul>Sources: Borrell Associates & Newspaper Association of America Details: stevebuttry.wordpress.com
    9. 12. Mobile disrupts <ul><li>Newspapers </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Music </li></ul><ul><li>Web </li></ul><ul><li>Photography </li></ul><ul><li>Video </li></ul><ul><li>Books </li></ul><ul><li>Games </li></ul><ul><li>Mail </li></ul><ul><li>Phones </li></ul><ul><li>Wrist watches </li></ul><ul><li>Alarm clocks </li></ul><ul><li>Maps </li></ul><ul><li>Movies </li></ul><ul><li>Toys </li></ul>
    10. 13. Mobile disrupts <ul><li>Even community newspapers </li></ul>
    11. 14. College class’ media use
    12. 15. Mobile is unique … <ul><li>Only personal mass medium </li></ul><ul><li>Permanently carried </li></ul><ul><li>Always connected </li></ul><ul><li>Built-in payment channel </li></ul><ul><li>Available at point of creative inspiration </li></ul><ul><li>Best audience information </li></ul><ul><li>Captures social context of consumption </li></ul><ul><li>Augmented reality to mass markets </li></ul>Source: Tomi T. Ahonen, Communities Dominate Brands
    13. 16. Mobile-first strategy <ul><li>Text alerts </li></ul><ul><li>Email </li></ul><ul><li>Applications (phones & tablets) </li></ul><ul><li>Social media (tweets, check-ins, tips) </li></ul><ul><li>Location-based news, info & commerce </li></ul><ul><li>Easy-to-use mobile websites </li></ul><ul><li>Device-flexible (not device-agnostic) </li></ul><ul><li>Games (phones, iPads great for games) </li></ul>
    14. 17. Mobile news-gathering <ul><li>Reporters with smartphones (shooting photos & videos, tweeting & texting from the scene) </li></ul><ul><li>Easy submission tools for the public </li></ul><ul><li>Curation of tweets, check-ins, tips, twitpics </li></ul>
    15. 18. Driving <ul><li>How often do you buy a car? </li></ul>
    16. 19. Driving <ul><li>How often do you buy a car? </li></ul><ul><li>How often do you drive, gas up, service car, park? </li></ul>
    17. 20. Driving <ul><li>How often do you buy a car? </li></ul><ul><li>How often do you drive, gas up, service car, park? </li></ul><ul><li>Connect drivers with information they need daily </li></ul><ul><li>Connect auto services with drivers </li></ul>
    18. 33. @statesman case study
    19. 34. Crowdsource
    20. 35. Crowdsource
    21. 36. Say what you don’t know
    22. 37. Converse w/ public
    23. 38. Link to fresh content
    24. 39. Link to fresh content
    25. 42. A mobile-first project <ul><li>Twitter hashtag </li></ul><ul><li>Photo contests </li></ul><ul><li>Text alerts </li></ul><ul><li>Liveblog </li></ul><ul><li>Map </li></ul><ul><li>Short code </li></ul>Community going to distant event <ul><li>User photos </li></ul><ul><li>Foursquare </li></ul><ul><li>Local ad sales </li></ul><ul><li>Mobile coupons </li></ul><ul><li>Collaborate w/ media in host city </li></ul><ul><li>Advance promotion </li></ul>
    26. 48. Mobile-first strategy <ul><li>Executives emphasize mobile priority </li></ul><ul><li>Journalists focus on mobile news & info delivery & presentation </li></ul><ul><li>Tech staff focuses on mobile apps </li></ul><ul><li>Designers focus on mobile design </li></ul><ul><li>Sales staff meets business customers’ mobile needs </li></ul>
    27. 49. Mobile-first strategy <ul><li>For smaller staff: </li></ul><ul><li>Consume news on smartphone (including editor & publisher) </li></ul><ul><li>Push press association to help w/ apps </li></ul><ul><li>Partner with local college or university (mobile internships?) </li></ul><ul><li>Revenue share w/ developer and/or advertiser </li></ul>
    28. 50. Mobile-first newsroom <ul><li>Top editor stresses & shows mobile priority </li></ul><ul><li>Every staffer with smart phone </li></ul><ul><li>Mobile planning, emphasis in meetings </li></ul><ul><li>Designated mobile leader </li></ul><ul><li>Work closely w/ tech & sales staffs to pursue mobile opportunities </li></ul>
    29. 51. What can top leaders do? <ul><li>Use Twitter on your phone. A lot. </li></ul><ul><li>Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor). </li></ul><ul><li>Use several apps (including yours) on your phone. </li></ul><ul><li>Lead company planning of mobile-first strategy. </li></ul><ul><li>Appoint & empower mobile leader. </li></ul>
    30. 52. In meetings this week … <ul><li>Plan mobile-first coverage of an event. </li></ul><ul><li>In routine planning meetings, ask about hashtags, maps, short codes, Foursquare, Ushahidi. </li></ul><ul><li>Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting. </li></ul>
    31. 53. Questions? <ul><li>Ask questions now, </li></ul><ul><li>by email ( [email_address] ) </li></ul><ul><li>or DM (@ stevebuttry ) </li></ul>
    32. 54. Read more <ul><li>Blog posts at stevebuttry.wordpress.com </li></ul><ul><li>tbd.com </li></ul><ul><li>@ stevebuttry on Twitter </li></ul><ul><li>Slideshare.net/stevebuttry </li></ul><ul><li>Tomi T. Ahonen’s blog, Communities Dominate Brands (linked from mine) </li></ul>
    33. 56. In mobile-first strategy … <ul><li>Don’t let obstacles become excuses </li></ul>

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