City University London13 May 2011
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
City University London13 May 2011
we are
(dichtbij = close to me)
The Hyperlocal Highway
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
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
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
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
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
What’s really shaping
journalism’s future:
attitudeattitude
Think Niche
Get Personal
© Rikkert Walbeek
Be Social, Act Social
© Bullmarketing
Publish Real-Time
Be Easy-to-Use
Be Transparant
Mistakes are no #Fail
Outside knowledge…
& your own skills
Be Involved
Collaborate, don’t Invent
Mutualize
Act Entrepreneurial
Pile up Small Change
Break down the Castle
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
Journalist Sales
Traditional roles in media
Uitgever
Journalist Sales
UitgeverPublisher
Traditional roles in media
Plus a new role
Enable conversations
Activate knowledge
Connect (to) groupsConnect (to) groups
Facilitate contact
Manage the community
In short:
communitymanager
Journalist Sales
Old
Journalist Sales
+ new
Journalist Sales
Old + New
Journalist Sales
Old + New
Publisher
Communitymanager
Journalist Sales
Publisher
Communitymanager
Journalist
Entrepreneurial
Journalist
Sales
Publisher
Communitymanager
Journalist Sales
Publisher
Entrepreneurial
Journalist
Niche journalist
Communitymanager
Journalist Sales
Publisher
Entrepreneurial
Journalist
Marketeer,
SEO-managerNiche journalist
Communitymanager
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
http://youtu.be/ZxoOhfD0aVI
Related Documents
