prx ima webinar: mobile may be public media's chance to lead
Post on 27-May-2015
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DESCRIPTIONMy slides from the talk.
- 1. Leapfrogthoughts about public radio content, services and mobileMatt MacDonaldDirector, Project Management@PRX@neocMatt
2. Are we digitalstepchildren? maybe, sort of, I guess it depends on who we is 3. A few get there ~earlybut often treat the technology as a new distribution platform for existing content 4. A quick review of history from satellites to apps 5. Satellites1979 the Public Radio Satellite System came online its in space, thats high tech 6. WWW August 6th, 1991 the first-ever website is publishedIn 1994 http://www.wsiu.org comes online - thanks @Tom_Godell 7. PodcastsIn September 2003 Dave Winer andChristopher Lydon started podcasting 8. Mobile AppsIn July 10, 2008 the Apple App Store opens and in December2008 the Public Radio Tuner Player is available 9. Opportunities in mobile A quick overview of options 10. High CostCustom & NewMusic Mine, Radiolab by PRX Turnkey / Platform PRX, jacAPPS, Listener InteractiveLow Effort High Effort Mobile Web Wordpress, Drupal, Twitter Bootstrap Aggregators Public Radio Player, TuneIn, NPR, WunderRadio Low CostApp options @PRXMatt MacDonald @neocMatt 11. AggregatorsPublic Radio Player, TuneIn, NPR News, WunderRadioLarge install base and millions of active users, minimal control and insight intohow people are interacting.Mobile websitesDrupal, Wordpress, Core Publisher, Twitter Bootstrap, InitializerHigh degree of customization and control. Great for sideways traffic. No store/market presence.Turnkey appsPRX, Listener Interactive, jacApps, RedFoundry, MobileRoadieApp store visibility, better listening experience, faster time to market, revenue potential(ads/paid), analytics. 12. A case for new products or why you should think beyond the app version of your website 13. January 2012234 million Americans age 13 and older used mobile deviceshttp://www.comscore.com/Press_Events/Press_Releases/2012/3/comScore_Reports_January_2012_U.S._Mobile_Subscriber_Market_ShareWe need to think clearly about the impediments toaudience growth and how we might break throughthem. We need both the big picture and a microfocus. Every station, every state.Mark VogelzangFormer President, Vermont Public RadioPublic radio listenersPublic radio on mobile 14. Grow the audiencehow many more hours of listening and reading should we expect? 15. Apps are more than just a new way to deliver your existing programs and news contentThe fundamental purpose of publicservice media is to provide programs andservices that inform, enlighten, and enrichthe public.http://cpb.org/aboutcpb/goals/goalsandobjectives/ 16. What if stations built products like this? Save money and resources by sharing stuff with your friends Choose the best financial advisor from the largest financial advisor directory.Dont rely on bus schedules! "Catch Buy Know What and get immediateThe Bus" makes use of GPS trackersaccess to 200 favorite places and beston each bus to give you an accurate kept secrets in each city were in prediction for when the next bus will currently greater LA and SF, with Newarrive at your stop.York, Chicago, Boston. 17. Apps are products that can solve new problems by solving new problems we can grow audience and deepen engagement with existing consumers 18. Apps can be expensivehttp://stackoverflow.com/questions/209170/how-much-does-it-cost-to-develop-an-iphone-application 19. But can be profitableEach day TAL sells 300 iPhone apps, 50 iPad apps a day :: profit: $2.09 and $3.49 20. Many competitors 21. Some practical advicebefore you consider a new mobile app make sure youve done the basics 22. Make sure your streamsare in the aggregator appsapp companies have highly skilled staff and spend tons of money to create the best experience, take advantage of that 23. TuneInPublic Radio PlayerNPRWunderRadioothers... 24. Make your site work better on mobile devicesReview your website analytics, how many people are coming from mobiledevices? Are they getting the best experience possible? 25. Wordpress theme Drupal themeCore Publisher Twitter BootstrapTake advantage of platforms/code that provide a great mobile experience 26. HTML5 audio Dont use flash for audio playback 27. APIs are bestRSS is betterHTML is worthlessYou cant build anything interesting without an API. Every app that wevebuilt uses APIs. Many were created just for the app. 28. Apps for thisHTML5 for thatApps currently provide the best listening experience, offline/downloading,scrubbing, bookmarking. HTML5 features are closing the gap but features like cameras, video and audio recording are still best done natively for now. 29. So you want an appYoure in the aggregators, have a great mobile website, using HTML5 audio tags, and are using a turnkey app. Whats next? 30. Apps are productsThey exist in marketplaces, with competitors, they are not just a newdistribution platform 31. Building something newLook at what you do now, are there parts of your station that can be teased out and grown into a new product? 32. Talk with your listeners Talk with small groups, perform surveys, look at popular web content 33. Look at your community examples: KPBS military, WBUR healthcare, WNYC fashion/finance 34. Use existing expertiseStations are great at curating, look at what you focus on now. do you coverfinancial issues? health care? farming? education? 35. Identify a problem thatblends with your expertiseWhich emergency room should I go to? where is the nearest food bank?what is for school lunch today? 36. Before starting, does thesolution require an app?If youve identified a need or problem to be solved can a mobile site do thejob? How will having an app benefit the product? 37. Scalable problemsYou are not bound to your location, solve a problem for hundreds ofthousands or millions 38. Test ideasDont build the app right away, test the idea first 39. You already have audienceCross-promote and use the microphone to announce new products 40. Find partnersLook to people you have existing relationships with 41. Summary 42. 1. Apps are a way to grownew audience 43. 2. Treat your app as a product 44. Mobile is an opportunity for stations togrow audience in non-traditional ways.Its a new playground and a laboratory,one where public media should be tryingnew things, new products, new models. Ihope I see your new products on theshelf.