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These are slides for a presentation Feb. 7, 2011 to the Reese Felts Digital Newsroom at the University of North Carolina.
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Mobile-First Strategy
Steve ButtryReese Felts Digital NewsroomUniversity of North Carolina
Feb. 7, 2011sbuttry@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
Source: Pew Internet & American Life Project
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
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-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
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
• Twitter 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 promotion
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