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Be the Mobile Leader of Your Community

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These are the slides for a Sept. 30 workshop for the National Newspaper Association and the American Press Institute.

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Be the Mobile Leader of Your Community

  1. 1. Be  the  Mobile  Leader   of  Your  Community   Steve  Bu(ry   Na-onal  Newspaper  Associa-on  #NNA2010   American  Press  Ins-tute   Sept.  30,  2010   sbu(ry@tbd.com,  @stevebu(ry,  tbd.com  
  2. 2. Read  more   •  Blog  posts  at  stevebu(ry.wordpress.com   •  tbd.com   •  @stevebu(ry  on  Twi(er   •  Slideshare.net/stevebu(ry   •  Tomi  T.  Ahonen’s  blog,  Communi-es   Dominate  Brands  (linked  from  my  blog)  
  3. 3. How  you  use  mobile  devices   •  iPhone   •  iPod  Touch   •  Android   •  iPod   •  BlackBerry   •  Other  music   •  Other  smartphone   •  Kindle   •  dumbphone   •  iPad   •  Game  device   •  Other  tablet  
  4. 4. How  you  use  mobile  devices   •  Phone   •  Tweet   •  Camera   •  4sq  (other  loca-on)   •  Photo  album   •  Other  social  media   •  Email   •  News  on  web   •  Text  messages   •  Other  web  use   •  Calendar   •  News  apps   •  Maps   •  Other  apps  
  5. 5. Upheaval  &  Opportunity   •  82%  of  adults  use  cell  phones   •  23%  of  adults  live  in  household  w/  cell   phone  &  no  landline   •  35%  of  adults  have  cell  phones  w/  apps   •  Avg.  cell  phone  user  has  18  apps   Source:  Pew  Internet  &  American  Life  Project  
  6. 6. Mobile  opportunity   Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
  7. 7. Mobile  opportunity   Local  mobile  ad  opportunity  is  bigger  than:   •  Newspapers’  2009  ad  revenue  drop   •  Newspapers’  retail  ad  drop  2005-­‐2009   •  Total  2008  newspaper  classified  revenue   •  Any  newspaper  classified  ver-cal  at  peak   Sources: Borrell Associates & Newspaper Association of America Details: stevebuttry.wordpress.com
  8. 8. Mobile  disrupts   •  Newspapers   •  Games   •  TV   •  Mail   •  Radio   •  Phones   •  Music   •  Wrist  watches   •  Web   •  Alarm  clocks   •  Photography   •  Maps   •  Video   •  Movies   •  Books   •  Toys  
  9. 9. Mobile  disrupts   Even  community  newspapers  
  10. 10. College  class’  media  use  
  11. 11. Mobile  is  unique  …   1.  Only  personal  mass  medium   2.  Permanently  carried   3.  Always  connected   4.  Built-­‐in  payment  channel   5.  Available  at  point  of  crea-ve  inspira-on   6.  Best  audience  informa-on   7.  Captures  social  context  of  consump-on   8.  Augmented  reality  to  mass  markets   Source: Tomi T. Ahonen, Communities Dominate Brands
  12. 12. Mobile-­‐first  strategy   •  Text  alerts   •  Email     •  Applica-ons  (phones  &  tablets)   •  Social  media  (tweets,  check-­‐ins,  -ps)   •  Loca-on-­‐based  news,  info  &  commerce   •  Easy-­‐to-­‐use  mobile  websites   •  Device-­‐flexible  (not  device-­‐agnos-c)   •  Games  (phones,  iPads  great  for  games)  
  13. 13. Mobile  news-­‐gathering   •  Reporters  with  smartphones  (shoo-ng  photos   &  videos,  twee-ng  &  tex-ng  from  events,   disaster  &  crime  scenes)   •  Easy  submission  tools  for  the  public   •  Cura-on  of  tweets,  check-­‐ins,  -ps,  twitpics  
  14. 14. Driving   •  How  ohen  do  you  buy  a  car?  
  15. 15. Driving   •  How  ohen  do  you  buy  a  car?   •  How  ohen  do  you  drive,  gas  up,  service   car,  park?  
  16. 16. Driving   •  How  ohen  do  you  buy  a  car?   •  How  ohen  do  you  drive,  gas  up,  service   car,  park?   •  Connect  drivers  with  informa-on  they   need  daily   •  Connect  auto  services  with  drivers  
  17. 17. @statesman  case  study  
  18. 18. Crowdsource  
  19. 19. Crowdsource  
  20. 20. Say  what  you  don’t  know  
  21. 21. Converse  w/  public  
  22. 22. Link  to  fresh  content  
  23. 23. Link  to  fresh  content  
  24. 24. Use  hashtags  
  25. 25. A  mobile-­‐first  project   Community going to distant event •  Twi(er  hashtag   •   User  photos   •  Photo  contests   •   Foursquare   •  Text  alerts   •   Local  ad  sales   •   Mobile  coupons   •  Liveblog   •   Collaborate  w/   •  Crowdmap   media  in  host  city   •  Short  code   •   Advance  promo-on  
  26. 26. Mobile:  Everyone’s  job   •  Execu-ves  emphasize  mobile  priority   •  Journalists  focus  on  mobile  news  &  info   delivery  &  presenta-on   •  Tech  staff  focuses  on  mobile  apps   •  Designers  focus  on  mobile  design   •  Sales  staff  meets  business  customers’   mobile  needs  
  27. 27. What  can  small  staff  do?   •  Consume  news  on  smartphone  (including   editor  &  publisher)   •  Push  press  associa-on  to  help  w/  apps   •  Partner  with  local  college  or  university   (mobile  internships?)   •  Revenue  share  w/  developer  and/or   adver-ser  
  28. 28. Mobile-­‐first  newsroom   •  Top  editor  stresses  &  shows  mobile   priority   •  Every  staffer  with  smart  phone   •  Mobile  planning,  emphasis  in  mee-ngs   •  Designated  mobile  leader   •  Work  closely  w/  tech  &  sales  staffs  to   pursue  mobile  opportuni-es  
  29. 29. What  can  top  leaders  do?   •  Use  Twi(er  on  your  phone.  A  lot.   •  Use  Foursquare  (don’t  sync  w/  Twi(er)  &   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.  
  30. 30. In  meeSngs  this  week  …   •  Plan  mobile-­‐first  coverage  of  an  event.   •  In  rou-ne  planning  mee-ngs,  ask  about   hashtags,  maps,  short  codes,  Foursquare,   Crowdmap.   •  Change  front-­‐page  mee-ng  or  weekly   publisher’s  mee-ng  to  a  mobile  planning   mee-ng.  
  31. 31. QuesSons?   Ask  ques-ons  now,     by  email  (sbu(ry@tbd.com)     or  DM  (@stevebu(ry)  
  32. 32. Read  more   •  Blog  posts  at  stevebu(ry.wordpress.com   •  tbd.com   •  @stevebu(ry  on  Twi(er   •  Slideshare.net/stevebu(ry   •  Tomi  T.  Ahonen’s  blog,  Communi-es   Dominate  Brands  (linked  from  mine)  
  33. 33. Your  mobile-­‐first  project   •  Come  up  with  a  plan  to  serve  people   and/or  businesses  in  your  community   •  First  30  minutes,  no  obstacles   •  Aher  30  minutes,  discuss  tech  plan  (how   to  do  it,  not  obstacles)   •  Aher  45  minutes,  discuss  revenue  (how   to  generate  it,  not  obstacles)  
  34. 34. Possible  project  topics   •  Event-­‐based  news,  info  &  commerce   •  Personal  content  (gradua-on,  weddings,   babies,     •  Sports   •  Community  content  (driving,  calendar)   •  Community  search,  biz  directory   •  App  for  a  local  business  
  35. 35. In  mobile-­‐first  strategy  …      Don’t  let  obstacles   become  excuses  

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