Waiblingen27012011

Hyperlocal Experiences & Attitudes

Bart Brouwers, Waiblingen, 27. Januar 2011

1. Hyperlocal experiences

2. An attitude that helps

3. Organising journalism

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© voetbalzone

© volkskrant

Part 1:

Hyperlocal Experiences

What did we do?• 4 task forces (feb-june 2010)

•ICT, Content, Business, Marketing

• 4 pilots (started august 2010)

•1 Commercial, 1 Community, 2

Aggregation

• Projectteam, (6 people)

• Platform: Open Source Drupal

• Businessplan based upon pilot-learnings

Goals

• A hyperlocal, hyperpersonal, hypersocial

platform for every Dutch citizen – mobile

& web

• Sustainable businessmodels around the

offered hyperlocal information

• A way for journalism to reinvent itself

What we learned• Journalism can be a two way business

• Active community means returning visitors

• Social Media essential in community building

• Hot news is needed for peaks

• Aggregation offers a safety net for news

• Go fast - but be sure to be “not wrong for long”

• Tech & Content are pillars, but…

• Describe your businessmodels before starting

– Content deals are necessary

48.832266,9.320612

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An der Talaue 4

Waiblingen

Deutschland

48.832266, 9.320612

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page 39

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© worldnewsYoutube

http://www.youtube.com/watch?v=LhBf5MWWbhI

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Amsterdam –

Groningen

183km

Hyperlocal tulips?

Part 2:

The Right Attitude

IT?

Functionality?

Attitude!

Platforms?

Smaller newsrooms?

from:

via:

to:

Yes:

Yes:

but…

© glennsasscer.com

What’s really shaping

journalism’s future:

attitude

also

????

How many golden rules

for behavior do we need?

© soccernews

© wiyono4.blogspot.com

© AD

© wireleft

© HLN, DeMorgen

20 Golden Rules

Golden rules, built upon:

•Research

•Experience

•Success and failure elsewhere

•Some ambition

•And a lot of gut feeling

1. Think Niche

2. Get Personal

© Rikkert Walbeek

3. Be Social, Act Social

© Bullmarketing

4. Publish Real-Time

5. Be Easy-to-Use

6. Be Open

7. Be Serendipitous – Not?

8. Mistakes are no #Fail

9. Outside knowledge

10. & your own skills

11. Avoid Acting “Special”

12: Be Involved

13. Collaborate, don’t Invent

14. Cherish & Curate

15. Mutualize

Meg Pickard, The Guardian

16. Accept lurking

17. Act Entrepreneurial

18. Pile up Small Change

19. Automate

20. Break down the Castle

Part 3:

Organising Journalism

Roles in Media-

organisationsHow it was.

How it might be

How it was

One takes…

and…

One builds…

And one adds

a referee

Result:

Journalist Sales

Traditional roles in media

Uitgever

Journalist Sales

UitgeverPublisher

Traditional roles in media

Always one complaining

to the referee

© Parool

Or getting angree with him

© HBvL

How restructure?

© themanchesterunited.com

Wait for better days?

© AD

One adds…

A new role

in media

Enable conversations

Activate knowledge

Connect (to) groups

Facilitate contact

Manage the community

communitymanager

In short:

A new role in media

Communitymanager

Journalist Sales

Old

Journalist Sales

+ new

Journalist Sales

Old + New

Journalist Sales

Old + New

Communitymanager

Publisher

Journalist Sales

Communitymanager

Oud + Nieuw

Publisher

Journalist

Entrepreneurial

Journalist

Sales

Communitymanager

Publisher

Journalist

Niche journalist

Sales

Communitymanager

Publisher

Entrepreneurial

Journalist

Journalist

Marketeer,

SEO-manager

Sales

Communitymanager

Publisher

Entrepreneurial

Journalist

Niche journalist

Happy ever after?

© Mashnews

No organisation

without innovation

R&D, Innovation

• The triangle Journalist / Sales /

Communitymanager is a substantial addition

to the existing two-legged model

• But to safeguard further steps in the future,

attention is needed for permanent innovation.

• The triangle can be the bottom of a 3D-model

with 4 corners.

• Journalism – Sales – Community – Innovation

1

3

4

2

1.

The bottom

of the model

Journalist

Journalist

Sales

Journalist

Sales

Communitymanager

Journalist

Sales

Communitymanager

Niche-

journalist

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Niche-

journalist

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Entrepreneurial

JournalistNiche-

journalist

2.

Connect the

bottom-triangle

with innovation

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

R&D, innovation

Niche-

journalist

Entrepreneurial

Journalist

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

New business-

models

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Yield

Manager?

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

New business-

models

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Yield

Manager?

Demand

Media?

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

New business-

models

4 leading roles

In short:

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Yield

Manager?

Demand

Media?

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

New business-

models

And 6 fields

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Yield

Manager?

Demand

Media?

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

New business-

models

Journalist

Sales

Communitymanager

Marketeer,

SEO-manager

Yield

Manager?

Demand

Media?

Niche-

journalist

Entrepreneurial

Journalist

R&D, innovation

New business-

models

A Last Request

bartbrouwers@dichtbij.nl

twitter: @brewbart

Stay tuned:

dodebomen.nl

Thank you!

bartbrouwers@dichtbij.nl

twitter: @brewbart

Stay tuned:

dodebomen.nl

Thank you!