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These are slides from a webinar on mobile strategy for the Ohio Newspaper Association.
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Be Your Community’sMobile Leader
Steve ButtryOhio Newspaper Association
March 30, [email protected], @stevebuttry, tbd.com
Read more• stevebuttry.wordpress.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry
What do you use?
• iPhone• Android• BlackBerry• Other smartphone• dumbphone• Game device
• iPod Touch• iPod• Other music• Kindle• iPad• Other tablet
How we use mobile devices
• Phone• Camera• Photo album• Email• Text messages• Calendar• Maps
• Tweet• Location (4sq, etc.)• Other social media• News on web• Other web use• News apps• Other apps
“Local news is going mobile”• 84% of U.S. adults have cellphones• 47% of U.S. adults get local news on
phone or tablet• 33% of U.S. adults pay for newspaper
subscriptionSource: 2011 State of the News Media Report
“Local news is going mobile”• 42% of cellphone & tablet owners get
mobile weather updates• 37% get info on restaurants, local biz• 30% get general local news• 24% get sports news• 22% get traffic/transportation infoSource: 2011 State of the News Media Report
Mobile audience is young• 70% of 18-29 (63% of 30-49) get local
news on mobile devices• 55% of 18-29 (47% of 30-49) use mobile
devices to find local restaurants, biz• 28% of 18-29 (23% of 30-49) use local
mobile coupons, discountsSource: 2011 State of the News Media Report
Attractive to advertisers?Audience for mobile local news has:• Income (67% of $75K and up)• Education (58% of college grads)• Families (64% of parents w/ minor
children)Source: 2011 State of the News Media Report
Tablet use growing fast• Penetration grew from 4% to 7% in just 4
months• Higher penetration with upper incomes• Projected use by 2012: 41 million
Americans (13%)Sources: 2011 State of the News Media Report,
eMarketer
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 disrupts• Newspapers• TV• Radio• Music• Web• Photography• Video• Books
• Games• Mail• Phones• Wrist watches• Alarm clocks• Maps• Movies• Toys
Mobile is unique …1. Only personal mass medium2. Permanently carried3. Always connected4. Built-in payment channel5. Available at point of creative inspiration6. Best audience information7. Captures social context of consumption8. Augmented reality to mass markets
Source: Tomi T. Ahonen, Communities Dominate Brands
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
App info• 13% of mobile audience (24% of mobile
audience for local news) get local news through an app
• 89% of those didn’t pay for the app• 1% of adults pay for local news appSource: 2011 State of the News Media Report
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 social use• People who get local news online are
much more likely to use social networks (75%) than those who don’t (42%)
• They are almost 4 times more likely to use Twitter (15% to 4%)
Source: 2011 State of the News Media Report
@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
Tablet issues• Not just the iPad (Kindle, Nook, others)• May be able to charge for content• Is advertising a better opportunity• Beware of replicating newspaper
experience• Mobile, but also used heavily at home
iPad not necessarily mobile“On average, the Telegraph iPad app was
being used only seven times a month, when users – average age 47 – were unable to buy a paper. The devices were being left at home or at work – not being carried everywhere.”
Tim Rowell, Director of Mobile Product Development at the Telegraph, quoted by WAN/IFRA
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
What can small staff do?• 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
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
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.
In meetings this week …• Plan mobile-first coverage of an event.• In routine planning meetings, ask about
hashtags, maps, short codes, Foursquare, Crowdmap.
• Change front-page meeting or weekly publisher’s meeting to a mobile planning meeting.
Read more• stevebuttry.wordpress.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry
In mobile-first strategy …
Don’t let obstacles become excuses
