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Nearhood - Hyperlocal social media for each neighbourhood and village
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Nearhood - Hyperlocal social media for each neighbourhood and village

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Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.

Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.

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Nearhood - Hyperlocal social media for each neighbourhood and village Nearhood - Hyperlocal social media for each neighbourhood and village Presentation Transcript

  • BORNLOCAL nearhood Hyperlocal social media for each neighbourhood and village    
  • Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.
  • A SOCIAL MEDIA PLATFORM for the last underserved social factor Our social relations are based on three different factors INTEREST FAMILIARITY LOCATION
  • A SOCIAL MEDIA PLATFORM for the last underserved social factor Our social relations are based on three different factors FAMILIARITY Social media services exploit these factors INTEREST LOCATION
  • A SOCIAL MEDIA PLATFORM for the last underserved social factor Our social relations are based on three different factors FAMILIARITY We want to be the definitive social hyperlocal service, serving all locationbased social needs. Social media services exploit these factors nearhood INTEREST LOCATION
  • All locally relevant information in one place municipality news sources associations nearhood other online services residents local businesses
  • Weekly news: Automatically created and/or locally curated aggregate of the ost important nesws of the week and events of the next week. Delivered weekly to email and accessible also online
  • Local businesses and nonprofits play important role in neighbourhoods: for them we offer a service directory and a real-time marketing channel
  • Why?
  • We spend a major part of our time around the place where we live. We offer an efficient we to keep up with our surroundings – and to discuss local topics.  50%
  • You’ve found an abandoned bike in your yard: how do you reach out to your neighborhood to check if it belongs to someone nearby? Photo: (cc) owenfinn16 http://www.flickr.com/photos/yokohamarides/
  • Your hairdressing salon in the local mall is out of bookings for the whole afternoon: how do you send out a message to people nearby that you have half-price special starting now?
  • City planning, police and other public authorities generate lots of information about local issues – but to keep up with that information flow as residents, we would need to follow dozens of different channels.
  • For companies there’s a huge variety of digital channels in general and ways of segmenting customers based on age, profession, gender, etc. But for a local business to reach out to local residents, the only real means today are still the old-fashioned print and direct marketing.
  • Business case?
  • Our daily surroundings still play a major role. In our lives – and in the economy. —Schuman, Michael H. "The Competitiveness of Local Living Economies". Post Carbon Institute 2010  € “ 60% Nearly of the economy is rooted in place ”
  • Major business potential in local comms 170 M€ Total revenue of local printed newspapers in Finland in 2010 Ad sales for local newspapers in Finland 5–50 € per resident per year
  • Major business potential in local comms 170 M€ Total revenue of local printed newspapers in Finland in 2010 Ad sales for local newspapers in Finland Despite large potential, hyperlocally targeting digital marketing resident € per products are per all marketing very few, and do not fulfillyear needs. 5–50
  • Potential for marketing innovations for locally operating companies Hyperlocal targeting Daily deals Realtime mobile marketing
  • Hyperlocal platforms globally Hyperlocal content still largely unorganised, in individual local blogs and Facebook groups. Everyone agrees on huge potential, no-one has yet made any definitive breakthroughs. In USA there are (was) three large hyperlocal platforms: Patch.com, EveryBlock (RIP) ja Nextdoor however, none of them have yet made their real breakthrough, and they are unlikely to expand to Europe any time Especially Europe is still mostly fairly uncontested market for social hyperlocal platforms.
  • ” I’ve come to believe, in fact, that ‘hyperlocal is the new global’ and am now more convinced than ever of the local movement’s momentum online. (…)  Going local is also a fantastic way for businesses to show not just consumers but also employees, friends and neighbors that they are invested in the community in which they live.” http://www.ipra.org/itl/03/2012/why-em-hyperlocal-em-is-the-new-global Marian Salzman CEO, Euro RSCG Worldwide PR, North America
  • ” Combining social and community features from sites such as Reddit and Twitter with open government really has potential.” http://streetfightmag.com/2013/06/04/what-investors-look-for-in-a-hyperlocal-startup/ Alex Ferrara Bessemer Venture Partners
  • Where we are?
  • Where are we? ▋ Core platform up and running since November 2012 under Finnish brand Sanom.at ▋ User research & development based done on July in Lauttasaari, Helsinki. ▋ Pilot marketing efforts in six city districts starting in October 2013 ▋ Wider Finnish launches in early 2014 ▋ International 2014 launches with partners during
  • Partnerships & negotiations ▋ Local launches are based on co-operation with active local individuals: ensuring local relevance while keeping costs low. ▋ Experimenting different licensing and partnering models, eg. co-operation with local development project in Kivistö, Vantaa ▋ Negotiations companies on co-operation with media
  • Current funding ▋ Company ▋ Mostly founded in July 2012 self-funded and bootstrapped. ▋ Received grant from Helsingin Sanomat Foundation and project funding from Tekes (Tempo). ▋ No external investors yet.
  • Feedback from our test users: “Really useful & exactly what I’ve been looking for!” “I think it could replace the local newspapers.” “I’d love to have a service where I could see all the local services in one place. So few small business have their own websites.” “Even the smallest news are interesting when they are from my neighborhood” “This is much more clear than FB groups! And contents are much more varied, coming from many places – that’s a big plus.”
  • Team
  • We have a highly skilled & experienced team Lari Lohikoski Miemo Penttinen ❙ Digital experience since mid-1990’s, ❙ 15 years of digital agency background experienced in all aspects of creating and leading a successful digital consumer business. ❙ Founder of leading Finnish online auction Huuto.net (1999-2008) ❙ More recently Program Director of Helsinki Digibusiness Cluster has built a skill set ranging from strategic thinking to comprehensive design skills and excellent technological understanding ❙ Most recently worked as Design Director at one of the oldest & largest digital agencies in Finland, Frantic (2007-2012) ❙ Worked as design lead in major projects for eg. MTV3, Nokia, Helsingin Sanomat Lari is CEO of the company, and is developing the technical back-end Miemo is responsible of design of the service and front-end programming
  • Advisory board Pekka Pekkala JOURNALISM HYPERLOCAL “I have been writing and doing radio since the ’80s, mostly in Finland. My CV looks pretty decent: two journalism master’s degrees from two continents and cool jobs in newsrooms big and small – including a stint at the almighty BBC. Currently I am an entrepreneur, running Pekkala Media, making my money from freelance writing, consulting and talking about technology. Half of my time is dedicated to writing a book, on a grant from Finland. For the last four years I’ve split my time between Los Angeles and Helsinki” Christian Bergström MARKETING START-UPS Strategically thinking creative with over 15 years of experience in online strategy, design and marketing. Christian spent the last few years as VP Marketing & Communications at Foodie.fm - one of Scandinavia's top startups. Prior to Foodie.fm Christian has worked in marketing strategy consulting, brand building and sales. Christian has held various positions in the creative agency field ranging from VP Marketing and Key Account Director to Creative Director. Christian has been part of tens of successful consulting cases, campaigns, online services & inititatives with leading brands
  • See it live! ❙ sanom.at Be in touch: ❙ lari@bornlocal.fi ❙ miemo@bornlocal.fi ❙ www.bornlocal.fi BORNLOCAL