These are the slides for a Sept. 30 workshop for the National Newspaper Association and the American Press Institute.

1. Be
the
Mobile
Leader
of
Your
Community
Steve
Bu(ry
Na-onal
Newspaper
Associa-on
#NNA2010
American
Press
Ins-tute
Sept.
30,
2010
sbu(ry@tbd.com,
@stevebu(ry,
tbd.com

2. Read
more
• Blog
posts
at
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• Slideshare.net/stevebu(ry
• Tomi
T.
Ahonen’s
blog,
Communi-es
Dominate
Brands
(linked
from
my
blog)

3. How
you
use
mobile
devices
• iPhone
• iPod
Touch
• Android
• iPod
• BlackBerry
• Other
music
• Other
smartphone
• Kindle
• dumbphone
• iPad
• Game
device
• Other
tablet

4. How
you
use
mobile
devices
• Phone
• Tweet
• Camera
• 4sq
(other
loca-on)
• Photo
album
• Other
social
media
• Email
• News
on
web
• Text
messages
• Other
web
use
• Calendar
• News
apps
• Maps
• Other
apps

6. 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
• Avg.
cell
phone
user
has
18
apps
Source:
Pew
Internet
&
American
Life
Project

9. Mobile
opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

10. 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
ver-cal
at
peak
Sources: Borrell Associates & Newspaper Association of America
Details: stevebuttry.wordpress.com

11. Mobile
disrupts
• Newspapers
• Games
• TV
• Mail
• Radio
• Phones
• Music
• Wrist
watches
• Web
• Alarm
clocks
• Photography
• Maps
• Video
• Movies
• Books
• Toys

12. Mobile
disrupts
Even
community
newspapers

13. College
class’
media
use

14. Mobile
is
unique
…
1. Only
personal
mass
medium
2. Permanently
carried
3. Always
connected
4. Built-­‐in
payment
channel
5. Available
at
point
of
crea-ve
inspira-on
6. Best
audience
informa-on
7. Captures
social
context
of
consump-on
8. Augmented
reality
to
mass
markets
Source: Tomi T. Ahonen, Communities Dominate Brands

15. Mobile-­‐first
strategy
• Text
alerts
• Email
• Applica-ons
(phones
&
tablets)
• Social
media
(tweets,
check-­‐ins,
-ps)
• Loca-on-­‐based
news,
info
&
commerce
• Easy-­‐to-­‐use
mobile
websites
• Device-­‐flexible
(not
device-­‐agnos-c)
• Games
(phones,
iPads
great
for
games)

16. Mobile
news-­‐gathering
• Reporters
with
smartphones
(shoo-ng
photos
&
videos,
twee-ng
&
tex-ng
from
events,
disaster
&
crime
scenes)
• Easy
submission
tools
for
the
public
• Cura-on
of
tweets,
check-­‐ins,
-ps,
twitpics

17. Driving
• How
ohen
do
you
buy
a
car?

18. Driving
• How
ohen
do
you
buy
a
car?
• How
ohen
do
you
drive,
gas
up,
service
car,
park?

19. Driving
• How
ohen
do
you
buy
a
car?
• How
ohen
do
you
drive,
gas
up,
service
car,
park?
• Connect
drivers
with
informa-on
they
need
daily
• Connect
auto
services
with
drivers

30. @statesman
case
study

31. Crowdsource

32. Crowdsource

33. Say
what
you
don’t
know

34. Converse
w/
public

35. Link
to
fresh
content

36. Link
to
fresh
content

37. Use
hashtags

41. A
mobile-­‐first
project
Community going to distant event
• Twi(er
hashtag
•
User
photos
• Photo
contests
•
Foursquare
• Text
alerts
•
Local
ad
sales
•
Mobile
coupons
• Liveblog
•
Collaborate
w/
• Crowdmap
media
in
host
city
• Short
code
•
Advance
promo-on

47. Mobile:
Everyone’s
job
• Execu-ves
emphasize
mobile
priority
• Journalists
focus
on
mobile
news
&
info
delivery
&
presenta-on
• Tech
staff
focuses
on
mobile
apps
• Designers
focus
on
mobile
design
• Sales
staff
meets
business
customers’
mobile
needs

48. What
can
small
staff
do?
• Consume
news
on
smartphone
(including
editor
&
publisher)
• Push
press
associa-on
to
help
w/
apps
• Partner
with
local
college
or
university
(mobile
internships?)
• Revenue
share
w/
developer
and/or
adver-ser

49. Mobile-­‐first
newsroom
• Top
editor
stresses
&
shows
mobile
priority
• Every
staffer
with
smart
phone
• Mobile
planning,
emphasis
in
mee-ngs
• Designated
mobile
leader
• Work
closely
w/
tech
&
sales
staffs
to
pursue
mobile
opportuni-es

50. What
can
top
leaders
do?
• Use
Twi(er
on
your
phone.
A
lot.
• Use
Foursquare
(don’t
sync
w/
Twi(er)
&
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.

51. In
meeSngs
this
week
…
• Plan
mobile-­‐first
coverage
of
an
event.
• In
rou-ne
planning
mee-ngs,
ask
about
hashtags,
maps,
short
codes,
Foursquare,
Crowdmap.
• Change
front-­‐page
mee-ng
or
weekly
publisher’s
mee-ng
to
a
mobile
planning
mee-ng.

52. QuesSons?
Ask
ques-ons
now,
by
email
(sbu(ry@tbd.com)
or
DM
(@stevebu(ry)

53. Read
more
• Blog
posts
at
stevebu(ry.wordpress.com
• tbd.com
• @stevebu(ry
on
Twi(er
• Slideshare.net/stevebu(ry
• Tomi
T.
Ahonen’s
blog,
Communi-es
Dominate
Brands
(linked
from
mine)

54. Your
mobile-­‐first
project
• Come
up
with
a
plan
to
serve
people
and/or
businesses
in
your
community
• First
30
minutes,
no
obstacles
• Aher
30
minutes,
discuss
tech
plan
(how
to
do
it,
not
obstacles)
• Aher
45
minutes,
discuss
revenue
(how
to
generate
it,
not
obstacles)

55. Possible
project
topics
• Event-­‐based
news,
info
&
commerce
• Personal
content
(gradua-on,
weddings,
babies,
• Sports
• Community
content
(driving,
calendar)
• Community
search,
biz
directory
• App
for
a
local
business

57. In
mobile-­‐first
strategy
…
Don’t
let
obstacles
become
excuses