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Forum für Lokaljournalismus, Waiblingen, Deutschland. Hyperlocal experiences, an attitude that helps, Organising Journalism
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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
????
An der Talaue 4
Waiblingen
Deutschland
48.832266, 9.320612
=
page 39
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© worldnewsYoutube
http://www.youtube.com/watch?v=LhBf5MWWbhI
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G
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
