How Mobile Can Transform Local Media http://www.flickr.com/photos/noppyfoto/5267871160/sizes/l/in/photostream/ Tuesday, January 10, 2012
How Mobile Can Transform Local Media
Jan 20, 2015
This is a high-level summary of some early research we did into mobile trends for small, local, independent and alternative media in Canada. Looking to get feedback from Canadian-based broadcasters and publishers to expand this deck into a full-fledged report to be shared with anyone who wants to give input.
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Feel free to share and download as you see fit.
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How Mobile Can Transform Local Media
http://www.flickr.com/photos/noppyfoto/5267871160/sizes/l/in/photostream/
Tuesday, January 10, 2012
mobile is hot...
Tuesday, January 10, 2012
“By the end of 2012 we expect the install base of smart phones to be equal to portable PCs.”[1]
- Lars Goransson, Group VP/GM at IDC Canada
[1] Mobile still vital to Canada’s 2012 growth: IDC
http://www.flickr.com/photos/caribb/5259734742/sizes/l/in/photostream/
Tuesday, January 10, 2012
“... [the iPad] has already become the fastest adopted electronic device in history”
(http://gigaom.com/2012/01/07/dunlap-paypal-payment-predictions)
Tuesday, January 10, 2012
Why hasn’t local media joined the party?
http://www.flickr.com/photos/_sml/97519096/sizes/o/in/photostream/Tuesday, January 10, 2012
1 high costs of ownership
Sourcing, designing, building and supporting multiple mobile devices and form factors can cost up to $150K an app per smartphone device.
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2 loss of editorial freedom
Local media are more likely to present alternative viewpoints whose content may violate guidelines or policies of a platform vendor.
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3 low ROI on mobile adsAlmost half of all mobile ads are viewed by mistake. With local media unable to produce content as often as mass media, traditional advertising strategies have produced poor results.
Tuesday, January 10, 2012
How can local media win on mobile?
http://www.flickr.com/photos/hi-phi/54828371/sizes/l/in/photostream/Tuesday, January 10, 2012
1 embrace the ‘local’ web
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“...there’s better long-term potential in a huge audience through a browser than a limited audience through an app.”
-Khoi Vinh, former design director, New York Times
Tuesday, January 10, 2012
Web internet on mobile is growing 3X faster than desktop ever did.
Tuesday, January 10, 2012
33% of Facebook and 50% of Twitter users access content from a mobile device...
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..yet only 12% of local Canadian media has a mobile-optimized website.
http://www.flickr.com/photos/johanl/4375773612/sizes/l/in/photostream/
Tuesday, January 10, 2012
And remember...
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
Tuesday, January 10, 2012
...app content platforms are not a mobile strategy.
http://www.flickr.com/photos/blakespot/4773693893/sizes/l/in/photostream/
Tuesday, January 10, 2012
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
App platforms don’t contribute to organizational learning, don’t provide in-house support and won’t provide any competitive differentiation.
Tuesday, January 10, 2012
2 treat local businesses as partners, not advertisers
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Context-specific content allows local media to insert itself between the buyer and the seller, converting intent (offering discounts) to purchase (collecting payments).
http://www.flickr.com/photos/drh/2102396938/sizes/l/in/photostream/Tuesday, January 10, 2012
Shopcatch aggregates location-specific, time-limited discounts and special offers. Consumers can follow specific retailers or offers.
Tuesday, January 10, 2012
The next evolution of the relationship between media and retailers will be marked by the widespread adoption of mobile payments.
http://www.flickr.com/photos/feuilllu/6350917633/sizes/l/in/photostream/Tuesday, January 10, 2012
3 create a user-supported platform
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For mass media, the overheads of researching, creating, editing, producing and approving content are unsuitable for real-time, crowd-sourced citizen journalism.
http://www.flickr.com/photos/faceme/1457252072/sizes/o/in/photostream/
Tuesday, January 10, 2012
http://www.flickr.com/photos/sea-turtle/3799047293/sizes/l/in/photostream/
For individuals, local media outlets are an ideal platform to create, update and support content.
Tuesday, January 10, 2012
“Why should I let some young kid with a phone write restaurant reviews on our reputable, trusted platform?” -- media executives everywhere
http://www.flickr.com/photos/fhashemi/145402545/sizes/o/in/photostream/Tuesday, January 10, 2012
Because she’s already creating content on her phone...
http://www.flickr.com/photos/sekihan/3963055349/sizes/l/in/photostream/Tuesday, January 10, 2012
... and uploading to curated platforms that make local media irrelevant.
Tuesday, January 10, 2012
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
Local media no longer owns the means of content production. They are no longer solely content creators.
But local media can still be relevant in digital if they act as content curators.
Tuesday, January 10, 2012
[1] Mobile still vital to Canada’s 2012 growth: IDC
[2] CWTA Industry Facts
Which leads us to the last point...
Tuesday, January 10, 2012
4 embrace the mobile medium
Tuesday, January 10, 2012
Print is a visual medium...
http://www.flickr.com/photos/stephangeyer/3501272881/sizes/o/in/photostream/
Tuesday, January 10, 2012
... whereas mobile is a tactile medium.
http://www.flickr.com/photos/stephangeyer/3501272881/sizes/o/in/photostream/
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The methods of monetizing print content translate poorly on mobile devices.
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Consider other features of the medium as part of a complete mobile strategy.
Contacts: Sharing and connecting
Camera: Photos and videos
GPS: Location-aware
Notifications: Always-on
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1 embrace ‘local’ web
2
3
Summary
treat local businesses as partners
let citizens contribute to platform
4 embrace the mobile medium
Tuesday, January 10, 2012
Resources
• Meeker Says Majority Of Pandora’s And Twitter’s Traffic Is Mobile; Square Transactions Grew 20,000% (http://techcrunch.com/2011/10/18/meeker-mobile-pandora-twitter-square)
• The New Yorker uses mobile app as tour guide (http://www.mobilemarketer.com/cms/news/media/10658.html)
• Altimeter Analyst Rebecca Lieb Riffs on Digital Marketing Today and What’s Ahead (http://www.pulsepoint.com/2011/12/altimeter-analyst-rebecca-lieb-riffs-on-digital-marketing-today-and-what%E2%80%99s-ahead)
• Citizen Journalism, Live From Disney World (http://blogs.wsj.com/buzzwatch/2008/05/08/citizen-journalism-live-from-disney-world)
• An Excellent Example of Citizen Journalism: Twisney (http://www.scottmonty.com/2008/05/excellent-example-of-citizen-journalism.html)
• Khoi Vinh: Publishers Should Be Developing for the Mobile Web Instead of Making Replica Apps (http://www.betabeat.com/2011/07/22/khoi-vinh-publishers-should-be-developing-for-the-mobile-web-instead-of-making-replica-apps/)
• On Twitter People Want to Follow Personal Versus Official Accounts of Journalists (http://thenextweb.com/twitter/2011/12/20/on-twitter-people-want-to-follow-personal-versus-official-accounts-of-journalists/)
• Goings On About Town App (http://www.newyorker.com/online/blogs/goingson/2011/08/goings-on-about-town-app.html)
• Half Of Mobile Ads Clicked By Mistake (http://www.informationweek.com/news/software/bi/229200047)
• New Data: 33% of Facebook Posting is Mobile (danzarrella.com/new-data-on-mobile-facebook-posting.html)
Tuesday, January 10, 2012
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