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  1. 1. Trendables <ul><li>Local is not where you live it. It is where you are: </li></ul><ul><li>63 percent of iPhone owners use location-based services once a week </li></ul><ul><li>25 to 34-year-olds are already labeled as frequent users of location-based services </li></ul><ul><li>-- Mobile Marketing Association </li></ul>
  2. 2. Mobile Phone Ubiquity is Close at Hand Number of mobile users (000) <ul><li>Globally, mobile phone usage will eclipse the desktop by 2014 </li></ul><ul><li>Source: Gannett research, Morgan Stanley </li></ul>
  3. 4. How many mobile phones? <ul><li>What % Americans? </li></ul><ul><li>40% </li></ul><ul><li>15% </li></ul><ul><li>82% </li></ul><ul><li>98% </li></ul><ul><li>62% </li></ul><ul><li>USA Today research </li></ul>246 Million Mobile Phone Owners 60 Million Own a Smartphone
  4. 5. The answer: 82% 292M – 97% penetration 246M – 82% penetration 197M – 66% penetration 300M – US Population 292M – 97% penetration 246M – 82% penetration 197M – 66% penetration
  5. 6. Time spent on mobile is exploding Significant increase in mobile vs. other media (Yankee Group 2009)
  6. 7. Surround the Reader through Cross-Platform How USA TODAY touches readers at every point through the day Morning Afternoon Evening <ul><li>65% of USA TODAY (print) is read in A.M.* </li></ul><ul><li>iPad and iPhone also have traffic peak in the A.M. </li></ul>USATODAY.com traffic peaks during lunch time iPad and iPhone traffic spike in the evening when readers are away from computers. Source: *Mori / USA TODAY Audience Study, April 2008; Omniture, September 2010
  7. 8. Porkappolis: Local is not where you live it is where you are
  8. 9. New “jobs to be done” in media means jobs to be filled that may not have even been invented yet <ul><li>Remember her? </li></ul><ul><li>Maybe she’ll write for Groupon </li></ul>
  9. 10. Seriously… 40% of Groupon’s writers have previous journalism experience <ul><li>70% were creative writers </li></ul><ul><li>20% wrote marketing or business copy </li></ul><ul><li>As of 12/2010, Groupon has: </li></ul><ul><li>59 writers </li></ul><ul><li>16 editors </li></ul><ul><li>15 image designers </li></ul><ul><li>24 fact-checkers </li></ul><ul><li>11 copy editors </li></ul><ul><li>4 editorial recruiters </li></ul><ul><li>Groupon has hired 40 writers in the last six months. </li></ul>
  10. 11. Writing for digital, whether Propublica or Groupon <ul><li>Concise writing </li></ul><ul><li>Links </li></ul><ul><li>Pushing news </li></ul><ul><li>Importance of </li></ul><ul><li>search engine </li></ul><ul><li>optimization (SEO) </li></ul>
  11. 12. Importance of SEO in digital writing <ul><li>The Cincinnati.com digital staff frequently checks Google Trends for trending keywords, and will search to see how their stories are ranking.  John Kiesewetter’s blog post about the ouster of Tribune CEO Randy Michaels (who has ties to Cincinnati) became the #1 result on Google when searching for “Randy Michaels.”  </li></ul><ul><li>The timeliness of his post, combined with well placed keywords like “Randy Michaels” and “Tribune” and the SEO friendly structure of WordPress helped the post generate almost 10,000 views including nearly 700 referrals from Google in just 3 hours. </li></ul>
  12. 13. Omit needless words <ul><li>Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell. </li></ul><ul><li>-- Strunk and White </li></ul>
  13. 14. Surchur.com <ul><li>Real Time Board monitors Google Trends, Twitter Trends, Yahoo Buzz, Bing xRank, CNN, Technorati and more. </li></ul><ul><li>tea party </li></ul><ul><li>sarah palin </li></ul><ul><li>social networking </li></ul><ul><li>supreme court </li></ul><ul><li>tiger woods </li></ul><ul><li>kyi </li></ul><ul><li>self help </li></ul><ul><li>stephen colbert </li></ul><ul><li>amanshouldnot </li></ul><ul><li>blackfriday </li></ul><ul><li>r eality tv </li></ul>
  14. 15. Beyond the 5 W’s Floating pyramids in cyberspace
  15. 16. Eyetracking <ul><li>http://www.useit.com/alertbox/9606.html </li></ul><ul><li>http://www.useit.com/eyetracking/ </li></ul>