Digital storytelling and mobile strategy
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Digital storytelling& mobile strategy
Steve ButtryPioneer Editors Meeting
Salt Lake City May 18, 2011
[email protected], @stevebuttry
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Read more• Mobile strategy blog posts at
stevebuttry.wordpress.com • Posts coming soon on digital storytelling
and community engagement• Will post examples used here (& more)• Send me your best examples• Slideshare.net/stevebuttry
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Tweet all about it#digitalstory1. Play-by-play2. Commentary3. Links (my examples & yours)4. Photos (Flickr, Twitpic, Instagram,
yfrog)5. Facebook updates
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Ask about each story• Can you cover the story live?• What are the multimedia elements of your
story?• 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?
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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
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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
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Maps• Invite users to tell their stories• Story unfolds live on the map• Map as database• Map in motion• Crowdmap
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Engage the community• Crowdsource (investigations, features, events)• Blogs• Polls• Maps• Contests• Hashtags• Sharing tools, ratings• Ask for photos, videos
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LinksEditorial reason: ContextEthical reason: AttributionBusiness benefits:• Generate traffic• Boost SEOSending users away works for Google; it will
work for you, too.
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Databases
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Alternate story form• List• Graphic novel• Timeline• Map• Graphic• Self-directed, not linear
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Why you need to connect with community on
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Curate social conversationTwitter: Hashtags, live twitter feeds, selected
tweets (Blackbird Pie, Quoteurl)Facebook: Pose question to group or fans,
curate answers for storyFlickr: Invite contributions to your channelYouTube: Embed videos in blogs, storiesQuora: Questions about your communityStorify, Storyful: Choose from multiple tools
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@statesman case study
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Crowdsource
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Crowdsource
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Say what you don’t know
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Converse w/ public
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Link to fresh content
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Link to fresh content
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Use hashtags
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Mobile tools you use?• iPhone• Android• BlackBerry• Other smartphone• dumbphone• Game device
• iPod Touch• iPod• Other music• Kindle• iPad• Other tablet
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How we use mobile• 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
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“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
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“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
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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
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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
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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
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Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
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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
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Mobile disrupts• Newspapers• TV• Radio• Music• Web• Photography• Video• Books
• Games• Mail• Phones• Wrist watches• Alarm clocks• Maps• Movies• Toys
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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
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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)
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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
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Driving• How often do you buy a car?
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Driving• How often do you buy a car?• How often do you drive, gas up, service
car, park?
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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
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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
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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
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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
advertiser
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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
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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.
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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
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Read more• stevebuttry.wordpress.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry
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In digital storytelling and mobile-first strategy …
Don’t let obstacles become excuses
Turn them into war stories of success