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Mobile-First Strategy (w/ thanks to Eric Schmidt & Amy Webb for the plugs) Steve Buttry, Allbritton Communications American Society of News Editors #asne10 April 13, 2010 [email_address] @ stevebuttry on Twitter Slideshare.net/stevebuttry

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Mobile-first strategy <ul><li>Text messages </li></ul><ul><li>Email </li></ul><ul><li>Applications </li></ul><ul><li>Tweets, check-ins, other social media </li></ul><ul><li>Location-based news, info & commerce </li></ul><ul><li>Easy-to-use mobile web sites </li></ul><ul><li>Device-flexible (not device-agnostic) </li></ul>

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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>

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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>Map </li></ul><ul><li>Short code </li></ul>Community going to distant event <ul><li>Video of synchronized photos </li></ul><ul><li>Local ad sales </li></ul><ul><li>Mobile coupons to restaurants, bars </li></ul><ul><li>Collaborate w/ media in host city </li></ul>

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Mobile-first strategy <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>

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Mobile-first newsroom <ul><li>Top editors focused on mobile opportunities </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>

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What can you 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 editor. </li></ul>

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In meetings next week … <ul><li>Plan mobile-first coverage of an event. </li></ul><ul><li>In routine planning meetings, ask about hashtags, maps, short codes, Ushahidi. </li></ul><ul><li>Change front-page meeting to a mobile planning meeting. </li></ul>

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In mobile-first strategy … <ul><li>Don’t let obstacles become excuses </li></ul>