Be Your Community's Mobile Leader


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These are slides from a webinar on mobile strategy for the Ohio Newspaper Association.

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Be Your Community's Mobile Leader

  1. 1. Be Your Community’s Mobile Leader Steve Buttry Ohio Newspaper Association March 30, 2011 [email_address] , @stevebuttry,
  2. 2. Read more <ul><li> </li></ul><ul><li>@ stevebuttry on Twitter </li></ul><ul><li> </li></ul>
  3. 3. What do you use? <ul><li>iPhone </li></ul><ul><li>Android </li></ul><ul><li>BlackBerry </li></ul><ul><li>Other smartphone </li></ul><ul><li>dumbphone </li></ul><ul><li>Game device </li></ul><ul><li>iPod Touch </li></ul><ul><li>iPod </li></ul><ul><li>Other music </li></ul><ul><li>Kindle </li></ul><ul><li>iPad </li></ul><ul><li>Other tablet </li></ul>
  4. 4. How we use mobile devices <ul><li>Phone </li></ul><ul><li>Camera </li></ul><ul><li>Photo album </li></ul><ul><li>Email </li></ul><ul><li>Text messages </li></ul><ul><li>Calendar </li></ul><ul><li>Maps </li></ul><ul><li>Tweet </li></ul><ul><li>Location (4sq, etc.) </li></ul><ul><li>Other social media </li></ul><ul><li>News on web </li></ul><ul><li>Other web use </li></ul><ul><li>News apps </li></ul><ul><li>Other apps </li></ul>
  5. 5. “ Local news is going mobile” <ul><li>84% of U.S. adults have cellphones </li></ul><ul><li>47% of U.S. adults get local news on phone or tablet </li></ul><ul><li>33% of U.S. adults pay for newspaper subscription </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  6. 6. “ Local news is going mobile” <ul><li>42% of cellphone & tablet owners get mobile weather updates </li></ul><ul><li>37% get info on restaurants, local biz </li></ul><ul><li>30% get general local news </li></ul><ul><li>24% get sports news </li></ul><ul><li>22% get traffic/transportation info </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  7. 7. Mobile audience is young <ul><li>70% of 18-29 (63% of 30-49) get local news on mobile devices </li></ul><ul><li>55% of 18-29 (47% of 30-49) use mobile devices to find local restaurants, biz </li></ul><ul><li>28% of 18-29 (23% of 30-49) use local mobile coupons, discounts </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  8. 8. Attractive to advertisers? <ul><li>Audience for mobile local news has: </li></ul><ul><li>Income (67% of $75K and up) </li></ul><ul><li>Education (58% of college grads) </li></ul><ul><li>Families (64% of parents w/ minor children) </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  9. 9. Tablet use growing fast <ul><li>Penetration grew from 4% to 7% in just 4 months </li></ul><ul><li>Higher penetration with upper incomes </li></ul><ul><li>Projected use by 2012: 41 million Americans (13%) </li></ul><ul><li>Sources: 2011 State of the News Media Report, eMarketer </li></ul>
  10. 12. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
  11. 13. 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:
  12. 14. Mobile disrupts <ul><li>Newspapers </li></ul><ul><li>TV </li></ul><ul><li>Radio </li></ul><ul><li>Music </li></ul><ul><li>Web </li></ul><ul><li>Photography </li></ul><ul><li>Video </li></ul><ul><li>Books </li></ul><ul><li>Games </li></ul><ul><li>Mail </li></ul><ul><li>Phones </li></ul><ul><li>Wrist watches </li></ul><ul><li>Alarm clocks </li></ul><ul><li>Maps </li></ul><ul><li>Movies </li></ul><ul><li>Toys </li></ul>
  13. 15. Mobile is unique … <ul><li>Only personal mass medium </li></ul><ul><li>Permanently carried </li></ul><ul><li>Always connected </li></ul><ul><li>Built-in payment channel </li></ul><ul><li>Available at point of creative inspiration </li></ul><ul><li>Best audience information </li></ul><ul><li>Captures social context of consumption </li></ul><ul><li>Augmented reality to mass markets </li></ul>Source: Tomi T. Ahonen, Communities Dominate Brands
  14. 16. 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>
  15. 17. 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>
  16. 18. App info <ul><li>13% of mobile audience (24% of mobile audience for local news) get local news through an app </li></ul><ul><li>89% of those didn’t pay for the app </li></ul><ul><li>1% of adults pay for local news app </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  17. 19. Driving <ul><li>How often do you buy a car? </li></ul>
  18. 20. 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>
  19. 21. 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>
  20. 29. Mobile social use <ul><li>People who get local news online are much more likely to use social networks (75%) than those who don’t (42%) </li></ul><ul><li>They are almost 4 times more likely to use Twitter (15% to 4%) </li></ul><ul><li>Source: 2011 State of the News Media Report </li></ul>
  21. 35. @statesman case study
  22. 36. Crowdsource
  23. 37. Crowdsource
  24. 38. Say what you don’t know
  25. 39. Converse w/ public
  26. 40. Link to fresh content
  27. 41. Link to fresh content
  28. 42. Use hashtags
  29. 46. 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>
  30. 52. Tablet issues <ul><li>Not just the iPad (Kindle, Nook, others) </li></ul><ul><li>May be able to charge for content </li></ul><ul><li>Is advertising a better opportunity </li></ul><ul><li>Beware of replicating newspaper experience </li></ul><ul><li>Mobile, but also used heavily at home </li></ul>
  31. 53. iPad not necessarily mobile <ul><li>“ On average, the Telegraph iPad app was being used only seven times a month, when users – average age 47 – were unable to buy a paper. The devices were being left at home or at work – not being carried everywhere.” </li></ul><ul><li>Tim Rowell, Director of Mobile Product Development at the Telegraph, quoted by WAN/IFRA </li></ul>
  32. 54. 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>
  33. 55. What can small staff do? <ul><li>Consume news on smartphone (including editor & publisher) </li></ul><ul><li>Push press association to help w/ apps </li></ul><ul><li>Partner with local college or university (mobile internships?) </li></ul><ul><li>Revenue share w/ developer and/or advertiser </li></ul>
  34. 56. Mobile-first newsroom <ul><li>Top editor stresses & shows 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>
  35. 57. What can top leaders do? <ul><li>Use Twitter on your phone. A lot. </li></ul><ul><li>Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor). </li></ul><ul><li>Use several apps (including yours) on your phone. </li></ul><ul><li>Lead company planning of mobile-first strategy. </li></ul><ul><li>Appoint & empower mobile leader. </li></ul>
  36. 58. In meetings this week … <ul><li>Plan mobile-first coverage of an event. </li></ul><ul><li>In routine planning meetings, ask about hashtags, maps, short codes, Foursquare, Crowdmap. </li></ul><ul><li>Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting. </li></ul>
  37. 59. Questions? <ul><li>Ask questions now, </li></ul><ul><li>or later by email ( [email_address] ) </li></ul><ul><li>or DM (@ stevebuttry ) </li></ul>
  38. 60. Read more <ul><li> </li></ul><ul><li>@ stevebuttry on Twitter </li></ul><ul><li> </li></ul>
  39. 62. In mobile-first strategy … <ul><li>Don’t let obstacles become excuses </li></ul>