Developing a Mobile-First Strategy
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This document discusses developing a mobile-first strategy for media organizations. It notes the large and growing opportunity for mobile advertising and how mobile is disrupting many industries. It recommends that media organizations prioritize mobile across their operations, focusing on mobile-first applications, content delivery, design, and revenue strategies. Key aspects of a mobile-first strategy include emphasizing mobile in planning and meetings, appointing a mobile leader, and ensuring all staff consume news and do their work primarily on their smartphones.
![Developing a Mobile-First Strategy Steve Buttry Online Media Campus Sept. 2, 2010 [email_address] , @stevebuttry, tbd.com](https://image.slidesharecdn.com/mobile-firstina-100902094135-phpapp02/85/Developing-a-Mobile-First-Strategy-1-320.jpg)
![Questions? Ask questions now, by email ( [email_address] ) or DM (@ stevebuttry )](https://image.slidesharecdn.com/mobile-firstina-100902094135-phpapp02/85/Developing-a-Mobile-First-Strategy-53-320.jpg)
Developing a Mobile-First Strategy
- 1. Developing a Mobile-First Strategy Steve Buttry Online Media Campus Sept. 2, 2010 [email_address] , @stevebuttry, tbd.com
- 2. 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)
- 6. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
- 7. Mobile opportunity Local mobile ad opportunity is bigger than: Sources: Borrell Associates & Newspaper Association of America
- 8. Mobile opportunity Local mobile ad opportunity is bigger than: Newspapers’ 2009 ad revenue drop Sources: Borrell Associates & Newspaper Association of America
- 9. Mobile opportunity Local mobile ad opportunity is bigger than: Newspapers’ 2009 ad revenue drop Newspapers’ retail ad drop 2005-2009 Sources: Borrell Associates & Newspaper Association of America
- 10. 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 Sources: Borrell Associates & Newspaper Association of America
- 11. 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 vertical at peak Sources: Borrell Associates & Newspaper Association of America Details: stevebuttry.wordpress.com
- 12. Mobile disrupts Newspapers TV Radio Music Web Photography Video Books Games Mail Phones Wrist watches Alarm clocks Maps Movies Toys
- 13. Mobile disrupts Even community newspapers
- 14. College class’ media use
- 15. Mobile is unique … Only personal mass medium Permanently carried Always connected Built-in payment channel Available at point of creative inspiration Best audience information Captures social context of consumption Augmented reality to mass markets Source: Tomi T. Ahonen, Communities Dominate Brands
- 16. 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)
- 17. 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
- 18. Driving How often do you buy a car?
- 19. Driving How often do you buy a car? How often do you drive, gas up, service car, park?
- 20. 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
- 34. Crowdsource
- 35. Crowdsource
- 36. Say what you don’t know
- 38. Link to fresh content
- 39. Link to fresh content
- 42. 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
- 48. 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
- 49. Mobile-first strategy For 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
- 50. 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
- 51. 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.
- 52. 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.
- 53. Questions? Ask questions now, by email ( [email_address] ) or DM (@ stevebuttry )
- 54. 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)
- 56. In mobile-first strategy … Don’t let obstacles become excuses
Editor's Notes
- #2: I will make a presentation on mobile-first strategy for the American Society of News Editors on Tuesday, April 13, in Washington.
- #4: I’ll tell the editors they can read the full Mobile-First Strategy on my blog
- #7: I’ll note the projected huge growth in local mobile advertising
- #8: These points are elaborated on in today’s blog post at stevebuttry.wordpress.com
- #19: We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
- #20: We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
- #21: We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
- #22: I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
- #23: I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
- #24: I’ll note that the driving service presents great opportunities to help drivers and businesses that serve drivers. But national players are already moving into this space.
- #29: We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
- #30: We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
- #31: We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
- #32: … Gowalla
- #34: The next several slides will illustrate points from my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin, using material from people in the community on mobile devices.
- #41: I’ll mention Ushahidi as a new tool with great possibilities for mobile engagement.
- #43: This slide is based on this blog post: http://stevebuttry.wordpress.com/2010/04/13/a-mobile-first-project-for-your-community-on-the-go/
- #54: I’ll encourage questions during the webinar, but will also field them, time-permitting, at the end.
- #56: I’ll end with a discussion of how the culture of news organizations is one to get the job done on the big story (this photo is from the Cedar Rapids flood of 2008). We need to take the same no-excuses approach to mobile-first strategy.