Developing a Mobile-First Strategy

Developing a Mobile-First Strategy Steve Buttry Online Media Campus Sept. 2, 2010 [email_address] , @stevebuttry, tbd.com

Read more
Blog posts at stevebuttry.wordpress.com
tbd.com
@ stevebuttry on Twitter
Slideshare.net/stevebuttry
Tomi T. Ahonen’s blog, Communities Dominate Brands (linked from my blog)

Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

Mobile opportunity
Local mobile ad opportunity is bigger than:
Sources: Borrell Associates & Newspaper Association of America

Mobile opportunity
Newspapers’ 2009 ad revenue drop

Mobile opportunity
Newspapers’ retail ad drop 2005-2009

Mobile opportunity
Total 2008 newspaper classified revenue

Mobile opportunity
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 disrupts
Even community newspapers

College class’ media use

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 the scene)
Easy submission tools for the public
Curation of tweets, check-ins, tips, twitpics

Driving
How often do you buy a car?

Driving
How often do you drive, gas up, service car, park?

Driving
How often do you drive, gas up, service car, park?
Connect drivers with information they need daily
Connect auto services with drivers

@statesman case study

Crowdsource

Say what you don’t know

Converse w/ public

Link to fresh content

A mobile-first project
Twitter hashtag
Photo contests
Text alerts
Liveblog
Map
Short code
Community going to distant event
User photos
Foursquare
Local ad sales
Mobile coupons
Collaborate w/ media in host city
Advance promotion

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

For smaller staff:
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, Ushahidi.
Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting.

Questions?
Ask questions now,
by email ( [email_address] )
or DM (@ stevebuttry )

Read more
Blog posts at stevebuttry.wordpress.com
tbd.com
@ stevebuttry on Twitter
Slideshare.net/stevebuttry
Tomi T. Ahonen’s blog, Communities Dominate Brands (linked from mine)

In mobile-first strategy …
Don’t let obstacles become excuses

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Developing a Mobile-First Strategy

by Steve Buttry on Sep 02, 2010

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