developing a mobile-first strategy
DESCRIPTION
These are slides for a webinar Sept. 2 for the Online Media Campus.TRANSCRIPT
Developing a Mobile-First Strategy
Steve ButtryOnline Media Campus
Sept. 2, [email protected], @stevebuttry, tbd.com
Read more• Blog posts at stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry• Tomi T. Ahonen’s blog, Communities
Dominate Brands (linked from my blog)
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
Mobile opportunityLocal mobile ad opportunity is bigger than:
Sources: Borrell Associates & Newspaper Association of America
Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop
Sources: Borrell Associates & Newspaper Association of America
Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009
Sources: Borrell Associates & Newspaper Association of America
Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009• Total 2008 newspaper classified revenue
Sources: Borrell Associates & Newspaper Association of America
Mobile opportunityLocal 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 vertical at peak
Sources: Borrell Associates & Newspaper Association of AmericaDetails: stevebuttry.wordpress.com
Mobile disrupts• Newspapers• TV• Radio• Music• Web• Photography• Video• Books
• Games• Mail• Phones• Wrist watches• Alarm clocks• Maps• Movies• Toys
Mobile disrupts
Even community newspapers
College class’ media use
Mobile is unique …1. Only personal mass medium2. Permanently carried3. Always connected4. Built-in payment channel5. Available at point of creative inspiration6. Best audience information7. Captures social context of consumption8. Augmented reality to mass markets
Source: Tomi T. Ahonen, Communities Dominate Brands
Mobile-first strategy• Text alerts• Email • Applications (phones & tablets)• Social media (tweets, check-ins, tips)• Location-based news, info & commerce• Easy-to-use mobile websites• Device-flexible (not device-agnostic)• Games (phones, iPads great for games)
Mobile news-gathering• Reporters with smartphones (shooting photos
& videos, tweeting & texting from the scene)• Easy submission tools for the public• Curation of tweets, check-ins, tips, twitpics
Driving• How often do you buy a car?
Driving• How often do you buy a car?• How often do you drive, gas up, service
car, park?
Driving• How often do you buy a car?• How often do you drive, gas up, service
car, park?• Connect drivers with information they
need daily• Connect auto services with drivers
@statesman case study
Crowdsource
Crowdsource
Say what you don’t know
Converse w/ public
Link to fresh content
Link to fresh content
A mobile-first project
• Twitter hashtag• Photo contests• Text alerts• Liveblog• Map• Short code
Community going to distant event• User photos• Foursquare• Local ad sales• Mobile coupons• Collaborate w/ media in host city• Advance promotion
Mobile-first strategy• Executives emphasize mobile priority• Journalists focus on mobile news & info
delivery & presentation• Tech staff focuses on mobile apps• Designers focus on mobile design• Sales staff meets business customers’
mobile needs
Mobile-first strategyFor smaller staff:• Consume news on smartphone (including
editor & publisher)• Push press association to help w/ apps• Partner with local college or university
(mobile internships?)• Revenue share w/ developer and/or
advertiser
Mobile-first newsroom• Top editor stresses & shows mobile
priority• Every staffer with smart phone• Mobile planning, emphasis in meetings• Designated mobile leader• Work closely w/ tech & sales staffs to
pursue mobile opportunities
What can top leaders do?• Use Twitter on your phone. A lot.• Use Foursquare (don’t sync w/ Twitter) &
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.
In meetings this week …• Plan mobile-first coverage of an event.• In routine planning meetings, ask about
hashtags, maps, short codes, Foursquare, Ushahidi.
• Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting.
Read more• Blog posts at stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry• Tomi T. Ahonen’s blog, Communities
Dominate Brands (linked from mine)
In mobile-first strategy …
Don’t let obstacles become excuses