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

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

• 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