city university - hyperlocal dichtbij 13052011
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City University London13 May 2011
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we are
(dichtbij = close to me)
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The Hyperlocal Highway
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Goals• A hyperlocal, hyperpersonal, hypersocial
platform for every Dutch citizen –
mobile & web, well timed
• Sustainable businessmodels around the
offered hyperlocal information
• A way for journalism to reinvent itself
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What did we do?4 task forces (feb-june 2010)
• ICT, Content, Business, Marketing
4 pilots (started august 2010)
• 1 Commercial, 1 Community, 2 • 1 Commercial, 1 Community, 2 Aggregation
Project Team, (6 people)
Platform: Open Source Drupal
Businessplan based upon pilot-learnings
National Roll Out starting June 1
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What we learnedJournalism can be a two way business
An active community means returning visitors
Social Media essential in community building
Hot news is needed for peaksHot news is needed for peaks
Aggregation offers a safety net for news
Go fast, make mistakes - but don’t be wrong for long
Tech & Content are pillars, but…
Describe your businessmodels before starting
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In Short:
An attitude that reflects the
needs of the community you are
working for/withworking for/with
Closest possible cooperation
between editorial and commercial
activities, people
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In Short:
An attitude that reflects the
needs of the community you are
working for/withworking for/with
Closest possible cooperation
between editorial and commercial
activities, people
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What’s really shaping
journalism’s future:
attitudeattitude
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Think Niche
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Get Personal
© Rikkert Walbeek
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Be Social, Act Social
© Bullmarketing
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Publish Real-Time
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Be Easy-to-Use
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Be Transparant
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Mistakes are no #Fail
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Outside knowledge…
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& your own skills
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Be Involved
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Collaborate, don’t Invent
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Mutualize
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Act Entrepreneurial
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Pile up Small Change
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Break down the Castle
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In Short:
An attitude that reflects the
needs of the community you are
working for/withworking for/with
Closest possible cooperation
between editorial and commercial
activities, people
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Journalist Sales
Traditional roles in media
Uitgever
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Journalist Sales
UitgeverPublisher
Traditional roles in media
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Plus a new role
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Enable conversations
Activate knowledge
Connect (to) groupsConnect (to) groups
Facilitate contact
Manage the community
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In short:
communitymanager
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Journalist Sales
Old
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Journalist Sales
+ new
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Journalist Sales
Old + New
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Journalist Sales
Old + New
Publisher
Communitymanager
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Journalist Sales
Publisher
Communitymanager
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Journalist
Entrepreneurial
Journalist
Sales
Publisher
Communitymanager
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Journalist Sales
Publisher
Entrepreneurial
Journalist
Niche journalist
Communitymanager
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Journalist Sales
Publisher
Entrepreneurial
Journalist
Marketeer,
SEO-managerNiche journalist
Communitymanager
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And now…
TMG is investing in dichtbij
From 3 pilots to national
From 10 people to 100+From 10 people to 100+
Central & local marketing
Connections with TMG-brands
We’re making money
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http://youtu.be/ZxoOhfD0aVI