Mobile-First Strategy

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 Slideshare.net/stevebuttry

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

Mobile-First Strategy

by Steve Buttry

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