Digital storytelling& mobile strategy<br />Steve
Buttry<br />Pioneer Editors Meeting<br />Salt Lake City <br />May 18, 2011<br />stephenbuttry@gmail.com,@stevebuttry<br />

Read more<br />Mobile strategy blog
posts at stevebuttry.wordpress.com<br />Posts coming soon on digital storytelling and community engagement<br />Will post examples used here (& more)<br />Send me your best examples<br />Slideshare.net/stevebuttry<br />

Tweet all about it<br />#digitalstory<br
/>Play-by-play<br />Commentary<br />Links (my examples & yours)<br />Photos (Flickr, Twitpic, Instagram, yfrog)<br />Facebook updates<br />

Ask about each story<br />Can
you cover the story live?<br />What are the multimedia elements of your story?<br />How can a map help tell your story?<br />How can you engage the community? <br />What links will provide greater depth?<br />Can data provide depth, personal info?<br />Should you tell this story in an alternate form?<br />What social media content should you curate?<br />

Live coverage<br />Liveblog as the
story happens (CoverItLive, ScribbleLive, update story/blog)<br />Live-tweet (feed into liveblog)<br />Livestream with webcasts, webcams, dashboard cam<br />Feed tweets from community into blog/story<br />Live data<br />Text alerts<br />

Multimedia elements<br />Photos (individual photos,
galleries, time lapse, audio slide shows, submitted, social, media, panoramic)<br />Videos (raw, edited, in story, webcam, webcast, security cameras, user-submitted, social media, link to video)<br />Animation (Flash, HTML5)<br />Maps<br />Bring it all together<br />

Maps<br />Invite users to tell
their stories<br />Story unfolds live on the map<br />Map as database<br />Map in motion<br />Crowdmap<br />

Engage the community<br />Crowdsource (investigations,
features, events)<br />Blogs<br />Polls<br />Maps<br />Contests<br />Hashtags<br />Sharing tools, ratings<br />Ask for photos, videos<br />

Links<br />Editorial reason: Context<br />Ethical
reason: Attribution<br />Business benefits:<br />Generate traffic<br />Boost SEO<br />Sending users away works for Google; it will work for you, too.<br />

Databases<br />

Alternate story form<br />List<br />Graphic
novel<br />Timeline<br />Map<br />Graphic<br />Self-directed, not linear<br />

Why you need to connect
with community on Twitter<br />

Curate social conversation<br />Twitter: Hashtags,
live twitter feeds, selected tweets (Blackbird Pie, Quoteurl)<br />Facebook: Pose question to group or fans, curate answers for story<br />Flickr: Invite contributions to your channel<br />YouTube: Embed videos in blogs, stories<br />Quora: Questions about your community<br />Storify, Storyful: Choose from multiple tools<br />

@statesman case study<br />

Crowdsource<br />

Crowdsource<br />

Say what you don’t know<br
/>

Converse w/ public<br />

Link to fresh content<br />

Link to fresh content<br />

Use hashtags<br />

Mobile tools you use?<br />iPhone<br
/>Android<br />BlackBerry<br />Other smartphone<br />dumbphone<br />Game device<br />iPod Touch<br />iPod<br />Other music<br />Kindle<br />iPad<br />Other tablet<br />

How we use mobile<br />Phone<br
/>Camera<br />Photo album<br />Email<br />Text messages<br />Calendar<br />Maps<br />Tweet<br />Location (4sq, etc.)<br />Other social media<br />News on web<br />Other web use<br />News apps<br />Other apps<br />

“Local news is going mobile”<br
/>84% of U.S. adults have cellphones<br />47% of U.S. adults get local news on phone or tablet<br />33% of U.S. adults pay for newspaper subscription<br />Source: 2011 State of the News Media Report<br />

“Local news is going mobile”<br
/>42% of cellphone & tablet owners get mobile weather updates<br />37% get info on restaurants, local biz<br />30% get general local news<br />24% get sports news<br />22% get traffic/transportation info<br />Source: 2011 State of the News Media Report<br />

Mobile audience is young<br />70%
of 18-29 (63% of 30-49) get local news on mobile devices<br />55% of 18-29 (47% of 30-49) use mobile devices to find local restaurants, biz<br />28% of 18-29 (23% of 30-49) use local mobile coupons, discounts<br />Source: 2011 State of the News Media Report<br />

Attractive to advertisers?<br />Audience for
mobile local news has:<br />Income (67% of $75K and up)<br />Education (58% of college grads)<br />Families (64% of parents w/ minor children)<br />Source: 2011 State of the News Media Report<br />

Tablet use growing fast<br />Penetration
grew from 4% to 7% in just 4 months<br />Higher penetration with upper incomes<br />Projected use by 2012: 41 million Americans (13%)<br />Sources: 2011 State of the News Media Report, eMarketer<br />

Mobile opportunity<br />Source: Borrell Associates,
“Mobile Advertising & Promotions Forecast”<br />

Mobile opportunity<br />Local mobile ad
opportunity is bigger than:<br />Newspapers’ 2009 ad revenue drop<br />Newspapers’ retail ad drop 2005-2009<br />Total 2008 newspaper classified revenue<br />Any newspaper classified vertical at peak<br />Sources: Borrell Associates & Newspaper Association of America<br />Details: stevebuttry.wordpress.com<br />

Mobile disrupts<br />Newspapers<br />TV<br />Radio<br
/>Music<br />Web<br />Photography<br />Video<br />Books<br />Games<br />Mail<br />Phones<br />Wrist watches<br />Alarm clocks<br />Maps<br />Movies<br />Toys<br />

Mobile is unique …<br />Only
personal mass medium<br />Permanently carried<br />Always connected<br />Built-in payment channel<br />Available at point of creative inspiration<br />Best audience information<br />Captures social context of consumption<br />Augmented reality to mass markets<br />Source: Tomi T. Ahonen, Communities Dominate Brands<br />

Mobile-first strategy<br />Text alerts<br />Email
<br />Applications (phones & tablets)<br />Social media (tweets, check-ins, tips)<br />Location-based news, info & commerce<br />Easy-to-use mobile websites<br />Device-flexible (not device-agnostic)<br />Games (phones, iPads great for games)<br />

Mobile news-gathering<br />Reporters with smartphones
(shooting photos & videos, tweeting & texting from events, disaster & crime scenes)<br />Easy submission tools for the public<br />Curation of tweets, check-ins, tips, twitpics<br />

Driving<br />How often do you
buy a car?<br />

Driving<br />How often do you
buy a car?<br />How often do you drive, gas up, service car, park?<br />

Driving<br />How often do you
buy a car?<br />How often do you drive, gas up, service car, park?<br />Connect drivers with information they need daily<br />Connect auto services with drivers<br />

A mobile-first project<br />Community going
to distant event<br />Twitter hashtag<br />Photo contests<br />Text alerts<br />Liveblog<br />Crowdmap<br />Short code<br /><ul><li> User photos

Foursquare

Local ad sales

Mobile coupons

Collaborate w/ media in host
city

Advance promotion</li></li></ul><li>

Mobile: Everyone’s job<br />Executives emphasize
mobile priority<br />Journalists focus on mobile news & info delivery & presentation<br />Tech staff focuses on mobile apps<br />Designers focus on mobile design<br />Sales staff meets business customers’ mobile needs<br />

What can small staff do?<br
/>Consume news on smartphone (including editor & publisher)<br />Push press associations to help w/ apps<br />Share resources on Pioneer apps<br />Partner with local college or university (mobile internships?)<br />Revenue share w/ developer and/or advertiser<br />

Mobile-first newsroom<br />Top editor stresses
& shows mobile priority<br />Every staffer with smart phone<br />Mobile planning, emphasis in meetings<br />Designated mobile leader<br />Work closely w/ tech & sales staffs to pursue mobile opportunities<br />

What can top leaders do?<br
/>Use Twitter on your phone. A lot.<br />Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor).<br />Use several apps (including yours) on your phone.<br />Lead company planning of mobile-first strategy.<br />Appoint & empower mobile leader.<br />

In meetings next week …<br
/>Plan mobile-first coverage of an event.<br />In routine planning meetings, ask about hashtags, maps, live coverage, curation, community engagement, multimedia.<br />Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting or digital-first meeting<br />

Questions?<br />Ask questions now, <br
/>or later by email (sbuttry@tbd.com) <br />or DM (@stevebuttry)<br />

Read more<br />stevebuttry.wordpress.com<br />@stevebuttry on
Twitter<br />Slideshare.net/stevebuttry<br />

In digital storytelling and mobile-first
strategy …<br /> Don’t let obstacles become excuses<br />Turn them into war stories of success<br />