Mobile-First Strategy

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These are slides for a presentation Feb. 7, 2011 to the Reese Felts Digital Newsroom at the University of North Carolina.

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  • I will make a presentation on mobile-first strategy for Reese Felts Digital Newsroom Feb. 7 at the University of North Carolina.
  • I’ll tell the participants they can read the full Mobile-First Strategy on my blog
  • I’ll note the projected huge growth in local mobile advertising
  • 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 discuss how TBD’s apps were developed to provide useful content to the mobile user.
  • 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 …
  • … and now Facebook
  • I’m just going to give an overview of mobile-first strategy. I’ll reserve most of the time for discussion. This slide or the next one will be the last slide I am planning to show. I left some slides about Twitter and crowdsourcing to follow these slides if the questions take us in one of those directions.
  • 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.
  • I’ll discuss how TBD’s Mandy Jenkins is developing Crowdmaps to gather information from our mobile community.
  • 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/
  • Mobile-First Strategy

    1. 1. Mobile-First Strategy Steve Buttry Reese Felts Digital Newsroom University of North Carolina Feb. 7, 2011 [email_address] , @stevebuttry, tbd.com
    2. 2. Read more <ul><li>Mobile strategy blog posts at stevebuttry.wordpress.com </li></ul><ul><li>A Blueprint for the Complete Community Connection </li></ul><ul><li>tbd.com </li></ul><ul><li>TBD app for iPhone or Android </li></ul><ul><li>Slideshare.net/stevebuttry </li></ul>
    3. 4. Upheaval & Opportunity <ul><li>82% of adults use cell phones </li></ul><ul><li>23% of adults live in household w/ cell phone & no landline </li></ul><ul><li>35% of adults have cell phones w/ apps </li></ul><ul><li>Source: Pew Internet & American Life Project </li></ul>
    4. 7. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
    5. 8. 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
    6. 9. 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>
    7. 10. Mobile news-gathering <ul><li>Reporters with smartphones (shooting photos & videos, tweeting & texting from events, disaster & crime scenes) </li></ul><ul><li>Easy submission tools for the public </li></ul><ul><li>Curation of tweets, check-ins, tips, twitpics </li></ul>
    8. 11. Driving <ul><li>How often do you buy a car? </li></ul>
    9. 12. 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>
    10. 13. 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>
    11. 26. Mobile: Everyone’s job <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>
    12. 27. Mobile-first newsroom <ul><li>Top leaders stress & show 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>
    13. 28. Questions? <ul><li>Ask questions now, </li></ul><ul><li>by email ( [email_address] ) </li></ul><ul><li>or DM (@ stevebuttry ) </li></ul>
    14. 29. Read more <ul><li>Mobile strategy blog posts at stevebuttry.wordpress.com </li></ul><ul><li>A Blueprint for the Complete Community Connection </li></ul><ul><li>tbd.com </li></ul><ul><li>TBD app for iPhone or Android </li></ul><ul><li>Slideshare.net/stevebuttry </li></ul>
    15. 30. @statesman case study
    16. 31. Crowdsource
    17. 32. Crowdsource
    18. 33. Say what you don’t know
    19. 34. Converse w/ public
    20. 35. Link to fresh content
    21. 36. Link to fresh content
    22. 37. Use hashtags
    23. 41. 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>Crowdmap </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>

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