This document discusses the importance of adopting a mobile-first strategy for news organizations. It notes that 82% of adults use cell phones and over 20% only have a cell phone and no landline. The local mobile advertising opportunity is larger than newspaper ad declines in recent years. A mobile-first strategy focuses on text alerts, apps, social media, location-based services, and easy mobile websites. Reporters can gather news using smartphones, and submissions from the public are important. All staff must make mobile a priority.
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This document discusses the importance of adopting a mobile-first strategy for news organizations. It notes that 82% of adults use cell phones and over 20% only have a cell phone and no landline. The local mobile advertising opportunity is larger than newspaper ad declines in recent years. A mobile-first strategy focuses on text alerts, apps, social media, location-based services, and easy mobile websites. Reporters can gather news using smartphones, and submissions from the public are important. All staff must make mobile a priority.
This document discusses the importance of adopting a mobile-first strategy for news organizations. It notes that 82% of adults use cell phones and over 20% only have a cell phone and no landline. The local mobile advertising opportunity is larger than newspaper ad declines in recent years. A mobile-first strategy focuses on text alerts, apps, social media, location-based services, and easy mobile websites. Reporters can gather news using smartphones, and submissions from the public are important. All staff must make mobile a priority.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This document discusses the importance of adopting a mobile-first strategy for news organizations. It notes that 82% of adults use cell phones and over 20% only have a cell phone and no landline. The local mobile advertising opportunity is larger than newspaper ad declines in recent years. A mobile-first strategy focuses on text alerts, apps, social media, location-based services, and easy mobile websites. Reporters can gather news using smartphones, and submissions from the public are important. All staff must make mobile a priority.
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Mobile-First Strategy
Steve Buttry Reese Felts Digital Newsroom University of North Carolina Feb. 7, 2011 sbuttry@tbd.com, @stevebuttry, tbd.com Read more • Mobile strategy blog posts at stevebuttry.wordpress.com • A Blueprint for the Complete Community Connection • tbd.com • TBD app for iPhone or Android • Slideshare.net/stevebuttry 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
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 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 events, disaster & crime scenes) • 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 Mobile: Everyone’s job • 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 newsroom • Top leaders stress & show 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 Questions? Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry) Read more • Mobile strategy blog posts at stevebuttry.wordpress.com • A Blueprint for the Complete Community Connection • tbd.com • TBD app for iPhone or Android • Slideshare.net/stevebuttry @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 Community going to distant event • Twitter hashtag • User photos • Photo contests • Foursquare • Text alerts • Local ad sales • Mobile coupons • Liveblog • Collaborate w/ • Crowdmap media in host city • Short code • Advance promotion
