Nearhood (Slush-version)

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Hyperlocal social media for each neighbourhood and village

Hyperlocal social media for each neighbourhood and village

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  • 1. nearhood Hyperlocal social media for each neighbourhood and village !" $ ♥ % Lari Lohikoski & Miemo Penttinen &' BORNLOCAL
  • 2. Photos: placeit.net Nearhood is a hyperlocal social media and news aggregator for each neighbourhood and village.
  • 3. We live in a globalized world. Yes, but...
  • 4. 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 ”
  • 5. A SOCIAL MEDIA PLATFORM for the last underserved social factor FAMILIARITY Our social relations are based on three different factors INTEREST LOCATION
  • 6. A SOCIAL MEDIA PLATFORM for the last underserved social factor FAMILIARITY Our social relations are based on three different factors Social media platforms serve our needs based on these factors INTEREST LOCATION
  • 7. A SOCIAL MEDIA PLATFORM for the last underserved social factor FAMILIARITY Our social relations are based on three different factors Social media platforms serve our needs based on these factors INTEREST nearhood LOCATION We want to be the definitive social hyperlocal service, serving all location-based social & informational needs.
  • 8. 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/8127077547/
  • 9. 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?
  • 10. 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.
  • 11. 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, many are still using old-fashioned print and direct marketing.
  • 12. Our solution
  • 13. All locally relevant information in one place. municipality news sources associations nearhood other online services residents local businesses
  • 14. nearhood A hyperlocal social media for each neighbourhood and village. Photos: placeit.net
  • 15. nearhood A hyperlocal social media for each neighbourhood and village.
  • 16. nearhood A hyperlocal social media for each neighbourhood and village.
  • 17. nearhood A hyperlocal social media for each neighbourhood and village.
  • 18. nearhood A hyperlocal social media for each neighbourhood and village.
  • 19. nearhood A hyperlocal social media for each neighbourhood and village.
  • 20. Business case
  • 21. ” 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.” Marian Salzman CEO, Euro RSCG Worldwide PR, North America
  • 22. ” 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
  • 23. 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
  • 24. 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 € per resident all marketing products are very few, and do not fulfill per year marketing needs. 5–50
  • 25. We want to be the best channel for a firm to reach their local audience through: Hyperlocal targeting Daily deals Realtime mobile marketing
  • 26. Hyperlocal platforms globally Hyperlocal content still largely unorganised, in individual local blogs and Facebook groups – but everyone agrees on huge potential. In USA there are (was) three large hyperlocal platforms: Patch.com, EveryBlock (RIP) ja Nextdoor - however, none of them have made a real breakthrough. Especially Europe is still mostly fairly uncontested market for social hyperlocal platforms.
  • 27. What makes Nearhood stand out from the rest of the hyperlocal platforms? 1 Nearhood functions on a geographic scale of everyday human life: your neighbourhood 2 Nearhood is a multifaceted media with multiple content sources – not just “a local Facebook” 3 Nearhood generates valuable content with low cost structure
  • 28. Where are we?
  • 29. We've just recently gone live in first 6 neighbourhoods in the Helsinki area under Finnish brand Sanom.at. Pilot marketing efforts in these areas currently going on. We're aiming for wider Finnish launches in early 2014.
  • 30. We’re mostly self-funded. We’ve also received grant from Helsingin Sanomat Foundation and project funding from Tekes (Tempo). No external investors yet.
  • 31. 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.”
  • 32. Team
  • 33. We have a highly skilled & experienced team Lari Lohikoski Miemo Penttinen ❙ Digital experience since mid-1990’s, experienced ❙ 15 years of digital agency background has built a in all aspects of creating and leading a successful digital consumer business. ❙ Founder of leading Finnish online auction Huuto.net (1999-2008) ❙ Has worked also in media and telecom companies and leading digital cluster development in Helsinki region. ❙ MA (Helsinki), MBA (Bradford). 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 service backend Miemo is responsible of design of the service and front-end programming
  • 34. See it live at sanom.at Be in touch: @laril ❙ lari@bornlocal.fi ❙ miemo@bornlocal.fi @miemo @born_local ❙ www.bornlocal.fi BORNLOCAL