Mobile-First Strategy
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Mobile-First Strategy



These are my slides for an April 13 presentation for the American Society of News Editors. Related blog posts: and

These are my slides for an April 13 presentation for the American Society of News Editors. Related blog posts: and



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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
  • 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 discuss how the culture of newsrooms 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.

Mobile-First Strategy Mobile-First Strategy Presentation Transcript

  • Mobile-First Strategy (w/ thanks to Eric Schmidt & Amy Webb for the plugs) Steve Buttry, Allbritton Communications American Society of News Editors #asne10 April 13, 2010 [email_address] @ stevebuttry on Twitter
  • Mobile-first strategy
    • Text messages
    • Email
    • Applications
    • Tweets, check-ins, other social media
    • Location-based news, info & commerce
    • Easy-to-use mobile web sites
    • Device-flexible (not device-agnostic)
  • 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
  • A mobile-first project
    • Twitter hashtag
    • Photo contests
    • Text alerts
    • Liveblog
    • Map
    • Short code
    Community going to distant event
    • Video of synchronized photos
    • Local ad sales
    • Mobile coupons to restaurants, bars
    • Collaborate w/ media in host city
  • Mobile-first strategy
    • 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
  • Mobile-first newsroom
    • Top editors focused on mobile opportunities
    • 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 you 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 editor.
  • In meetings next week …
    • Plan mobile-first coverage of an event.
    • In routine planning meetings, ask about hashtags, maps, short codes, Ushahidi.
    • Change front-page meeting to a mobile planning meeting.
  • In mobile-first strategy …
    • Don’t let obstacles become excuses