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These are the slides for a Sept. 30 workshop for the National Newspaper Association and the American Press Institute.
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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
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)
How you use mobile devices
• iPhone • Android • BlackBerry • Other smartphone
• dumbphone
• Game device
• iPod Touch • iPod • Other music
• Kindle • iPad • Other tablet
How you use mobile devices
• Phone • Camera
• Photo album
• Text messages
• Calendar • Maps
• Tweet • 4sq (other loca-on) • Other social media
• News on web • Other web use • News apps • Other apps
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
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
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
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 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
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)
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
Driving • How ohen do you buy a car?
Driving • How ohen do you buy a car? • How ohen do you drive, gas up, service car, park?
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
@statesman case study
Crowdsource
Crowdsource
Say what you don’t know
Converse w/ public
Link to fresh content
Link to fresh content
Use hashtags
A mobile-‐first project
• Twi(er hashtag • Photo contests • Text alerts • Liveblog • Crowdmap
• Short code
Community going to distant event • User photos • Foursquare • Local ad sales • Mobile coupons • Collaborate w/ media in host city • Advance promo-on
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
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
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
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.
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.
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)
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)
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
In mobile-‐first strategy …
Don’t let obstacles become excuses
