Be the Mobile Leader of Your Community
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The document discusses the importance of adopting a mobile-first strategy for news organizations and highlights the significant role of mobile devices in daily life, emphasizing that 82% of adults use cell phones. It outlines various mobile opportunities in advertising, communication, and news-gathering, encouraging newsrooms and executives to prioritize mobile strategies and collaboration. It suggests actionable steps for small staffs and top leaders to develop mobile projects tailored to their communities, stressing the need for an empowered mobile leader.
Be the Mobile Leader of Your Community
- 1. Be the Mobile Leader of Your Community Steve Bu(ry Na-onal Newspaper Associa-on #NNA2010 American Press Ins-tute Sept. 30, 2010 sbu([email protected], @stevebu(ry, tbd.com
- 2. Read more • Blog posts at stevebu(ry.wordpress.com • tbd.com • @stevebu(ry on Twi(er • Slideshare.net/stevebu(ry • Tomi T. Ahonen’s blog, Communi-es Dominate Brands (linked from my blog)
- 3. How you use mobile devices • iPhone • iPod Touch • Android • iPod • BlackBerry • Other music • Other smartphone • Kindle • dumbphone • iPad • Game device • Other tablet
- 4. How you use mobile devices • Phone • Tweet • Camera • 4sq (other loca-on) • Photo album • Other social media • Email • News on web • Text messages • Other web use • Calendar • News apps • Maps • Other apps
- 6. Upheaval & Opportunity • 82% of adults use cell phones • 23% of adults live in household w/ cell phone & no landline • 35% of adults have cell phones w/ apps • Avg. cell phone user has 18 apps Source: Pew Internet & American Life Project
- 9. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
- 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 • Any newspaper classified ver-cal at peak Sources: Borrell Associates & Newspaper Association of America Details: stevebuttry.wordpress.com
- 11. Mobile disrupts • Newspapers • Games • TV • Mail • Radio • Phones • Music • Wrist watches • Web • Alarm clocks • Photography • Maps • Video • Movies • Books • Toys
- 12. Mobile disrupts Even community newspapers
- 13. College class’ media use
- 14. Mobile is unique … 1. Only personal mass medium 2. Permanently carried 3. Always connected 4. Built-‐in payment channel 5. Available at point of crea-ve inspira-on 6. Best audience informa-on 7. Captures social context of consump-on 8. Augmented reality to mass markets Source: Tomi T. Ahonen, Communities Dominate Brands
- 15. Mobile-‐first strategy • Text alerts • Email • Applica-ons (phones & tablets) • Social media (tweets, check-‐ins, -ps) • Loca-on-‐based news, info & commerce • Easy-‐to-‐use mobile websites • Device-‐flexible (not device-‐agnos-c) • Games (phones, iPads great for games)
- 16. Mobile news-‐gathering • Reporters with smartphones (shoo-ng photos & videos, twee-ng & tex-ng from events, disaster & crime scenes) • Easy submission tools for the public • Cura-on of tweets, check-‐ins, -ps, twitpics
- 17. Driving • How ohen do you buy a car?
- 18. Driving • How ohen do you buy a car? • How ohen do you drive, gas up, service car, park?
- 19. Driving • How ohen do you buy a car? • How ohen do you drive, gas up, service car, park? • Connect drivers with informa-on they need daily • Connect auto services with drivers
- 31. Crowdsource
- 32. Crowdsource
- 33. Say what you don’t know
- 35. Link to fresh content
- 36. Link to fresh content
- 37. Use hashtags
- 41. A mobile-‐first project Community going to distant event • Twi(er hashtag • User photos • Photo contests • Foursquare • Text alerts • Local ad sales • Mobile coupons • Liveblog • Collaborate w/ • Crowdmap media in host city • Short code • Advance promo-on
- 47. Mobile: Everyone’s job • Execu-ves emphasize mobile priority • Journalists focus on mobile news & info delivery & presenta-on • Tech staff focuses on mobile apps • Designers focus on mobile design • Sales staff meets business customers’ mobile needs
- 48. What can small staff do? • Consume news on smartphone (including editor & publisher) • Push press associa-on to help w/ apps • Partner with local college or university (mobile internships?) • Revenue share w/ developer and/or adver-ser
- 49. Mobile-‐first newsroom • Top editor stresses & shows mobile priority • Every staffer with smart phone • Mobile planning, emphasis in mee-ngs • Designated mobile leader • Work closely w/ tech & sales staffs to pursue mobile opportuni-es
- 50. What can top leaders do? • Use Twi(er on your phone. A lot. • Use Foursquare (don’t sync w/ Twi(er) & 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.
- 51. In meeSngs this week … • Plan mobile-‐first coverage of an event. • In rou-ne planning mee-ngs, ask about hashtags, maps, short codes, Foursquare, Crowdmap. • Change front-‐page mee-ng or weekly publisher’s mee-ng to a mobile planning mee-ng.
- 52. QuesSons? Ask ques-ons now, by email (sbu([email protected]) or DM (@stevebu(ry)
- 53. Read more • Blog posts at stevebu(ry.wordpress.com • tbd.com • @stevebu(ry on Twi(er • Slideshare.net/stevebu(ry • Tomi T. Ahonen’s blog, Communi-es Dominate Brands (linked from mine)
- 54. Your mobile-‐first project • Come up with a plan to serve people and/or businesses in your community • First 30 minutes, no obstacles • Aher 30 minutes, discuss tech plan (how to do it, not obstacles) • Aher 45 minutes, discuss revenue (how to generate it, not obstacles)
- 55. Possible project topics • Event-‐based news, info & commerce • Personal content (gradua-on, weddings, babies, • Sports • Community content (driving, calendar) • Community search, biz directory • App for a local business
- 57. In mobile-‐first strategy … Don’t let obstacles become excuses