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					Digital storytelling
& mobile strategy
              Steve Buttry
         Pioneer Editors Meeting
              Salt Lake City
              May 18, 2011, @stevebuttry
             Read more
• Mobile strategy blog posts at
• Posts coming soon on digital storytelling
  and community engagement
• Will post examples used here (& more)
• Send me your best examples
       Tweet all about it
1. Play-by-play
2. Commentary
3. Links (my examples & yours)
4. Photos (Flickr, Twitpic, Instagram,
5. Facebook updates
     Ask about each story
• Can you cover the story live?
• What are the multimedia elements of your
• How can a map help tell your story?
• How can you engage the community?
• What links will provide greater depth?
• Can data provide depth, personal info?
• Should you tell this story in an alternate form?
• What social media content should you curate?
           Live coverage
• Liveblog as the story happens (CoverItLive,
  ScribbleLive, update story/blog)
• Live-tweet (feed into liveblog)
• Livestream with webcasts, webcams,
  dashboard cam
• Feed tweets from community into blog/story
• Live data
• Text alerts
     Multimedia elements
• Photos (individual photos, galleries, time
  lapse, audio slide shows, submitted, social,
  media, panoramic)
• Videos (raw, edited, in story, webcam,
  webcast, security cameras, user-submitted,
  social media, link to video)
• Animation (Flash, HTML5)
• Maps
• Bring it all together
•   Invite users to tell their stories
•   Story unfolds live on the map
•   Map as database
•   Map in motion
•   Crowdmap
     Engage the community
•   Crowdsource (investigations, features, events)
•   Blogs
•   Polls
•   Maps
•   Contests
•   Hashtags
•   Sharing tools, ratings
•   Ask for photos, videos
Editorial reason: Context
Ethical reason: Attribution
Business benefits:
• Generate traffic
• Boost SEO
Sending users away works for Google; it will
  work for you, too.
        Alternate story form
•   List
•   Graphic novel
•   Timeline
•   Map
•   Graphic
•   Self-directed, not linear
Why you need to connect
  with community on
 Curate social conversation
Twitter: Hashtags, live twitter feeds, selected
   tweets (Blackbird Pie, Quoteurl)
Facebook: Pose question to group or fans,
   curate answers for story
Flickr: Invite contributions to your channel
YouTube: Embed videos in blogs, stories
Quora: Questions about your community
Storify, Storyful: Choose from multiple tools
@statesman case study
Say what you don’t know
Converse w/ public
Link to fresh content
Link to fresh content
Use hashtags
      Mobile tools you use?
•   iPhone             •   iPod Touch
•   Android            •   iPod
•   BlackBerry         •   Other music
•   Other smartphone   •   Kindle
•   dumbphone          •   iPad
•   Game device        •   Other tablet
       How we use mobile
•   Phone           •   Tweet
•   Camera          •   Location (4sq, etc.)
•   Photo album     •   Other social media
•   Email           •   News on web
•   Text messages   •   Other web use
•   Calendar        •   News apps
•   Maps            •   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
Source: 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 info
Source: 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, discounts
Source: 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
Source: 2011 State of the News Media Report
   Tablet use growing fast
• Penetration grew from 4% to 7% in just 4
• Higher penetration with upper incomes
• Projected use by 2012: 41 million
  Americans (13%)
Sources: 2011 State of the News Media Report,
                Mobile opportunity

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
              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 vertical at peak

Sources: Borrell Associates & Newspaper Association of America
           Mobile disrupts
•   Newspapers     •   Games
•   TV             •   Mail
•   Radio          •   Phones
•   Music          •   Wrist watches
•   Web            •   Alarm clocks
•   Photography    •   Maps
•   Video          •   Movies
•   Books          •   Toys
                Mobile is unique …
    1.   Only personal mass medium
    2.   Permanently carried
    3.   Always connected
    4.   Built-in payment channel
    5.   Available at point of creative inspiration
    6.   Best audience information
    7.   Captures social context of consumption
    8.   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
• How often do you buy a car?
• How often do you buy a car?
• How often do you drive, gas up, service
  car, park?
• 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
Community going to distant event
• Twitter hashtag   • User photos
• Photo contests    • Foursquare
• Text alerts       • Local ad sales
                    • Mobile coupons
• Liveblog          • Collaborate w/
• Crowdmap          media in host city
• Short code        • Advance promotion
   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 associations to help w/ apps
• Share resources on Pioneer apps
• Partner with local college or university
  (mobile internships?)
• Revenue share w/ developer and/or
   Mobile-first newsroom
• Top editor stresses & shows mobile
• 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
• Lead company planning of mobile-first
• Appoint & empower mobile leader.
 In meetings next week …
• Plan mobile-first coverage of an event.
• In routine planning meetings, ask about
  hashtags, maps, live coverage, curation,
  community engagement, multimedia.
• Change front-page meeting or weekly
  publisher’s meeting to a mobile planning
  meeting or digital-first meeting
 Ask questions now,
   or later by email
or DM (@stevebuttry)
            Read more
• @stevebuttry on Twitter
In digital storytelling and
 mobile-first strategy …
 Don’t let obstacles
  become excuses
Turn them into war
 stories of success

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