Mobile-First Strategy(w/ thanks to Eric Schmidt & Amy Webb for the plugs)

Steve Buttry, Allbritton CommunicationsAmerican Society of News Editors #asne10

April 13, 2010sbuttry@allbrittontv.com@stevebuttry on Twitter

Slideshare.net/stevebuttry

Mobile-first strategy• Text messages• Email• Applications• Tweets, check-ins, other social media• Location-based news, info & commerce• Easy-to-use mobile web sites• Device-flexible (not device-agnostic)

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

A mobile-first project

• Twitter hashtag• Photo contests• Text alerts• Liveblog• Map• Short code

Community going to distant event• Video of synchronized photos• Local ad sales• Mobile coupons to restaurants, bars• Collaborate w/ media in host city

Mobile-first strategy• 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 editors focused on mobile

opportunities• 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 you 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 editor.

In meetings next week …• Plan mobile-first coverage of an event.• In routine planning meetings, ask about

hashtags, maps, short codes, Ushahidi.• Change front-page meeting to a mobile

planning meeting.

In mobile-first strategy …

Don’t let obstacles become excuses