The Crossroads of dichtbij.nl

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History and positioning of dichtbij.nl

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The Crossroads of dichtbij.nl

  1. 1. DichtbijBorrelFrankfurt, 19 Juni 2013Growing dichtbij.nl:Continuous Crossroads
  2. 2. The Hyperlocal Highway
  3. 3. Let’s takea look atDICHTBIJ.NL’scrossroads What is dichtbij.nl? History & positioning Editorial concept Crowds & communities Funding & Finance
  4. 4. Active in the whole country, witheditorial and commercial teamsin the dark green areas (the restto follow)THE NETHERLANDS DICHTBIJ
  5. 5. PART OF TMG
  6. 6. CONCEPT DICHTBIJInteractive Local News & Relevant InformationCombine the Skills of the Professional Journalist &Wisdom of the AmateurSelf sufficiant & Collaborative outside/inside TMGNo editorial freedom without focus on business
  7. 7. ACTIVITIES DICHTBIJLocal JournalismCommunity managementLocal SalesContent Production for TMGServices for Local Business
  8. 8. PRODUCTS DICHTBIJFree Local news on desktop, mobile, app, paperUser Generated Content on all platforms12 different themes, commercially and editoriallyLocal services like jobs, real estate, local agenda
  9. 9. FACTS & FIGURES (1)Founded in 201180 regions, 45 of which with editorial & sales staff2,5 million unique visitors pm, 20 million pageviews,1/3 of visits is mobile120,000 newsletter subscriptions75,000 followers on social media140 employees135,000 registered contributors (“meeschrijvers”)250,000 articles (photos/videos included) per year
  10. 10. 20 MILLION PAGEVIEWSPageviewsIncidentsPicturesRegional NewsSportscarsGoing OutRest
  11. 11. FACTS & FIGURES (2)20 million pageviews per month;5 million on articles about accidents & incidents4 million on other regional and local news6 million on picturesThe rest on various themes (cars, agenda, going out,sports, etc)Only about 10% of the pageviews go to UGC (25% of thecontent)
  12. 12. HISTORY OF DICHTBIJDichtbij (2010)
  13. 13. HISTORY OF DICHTBIJWebregio.nl (2001)Dichtbij (2010)
  14. 14. HISTORY OF DICHTBIJWebregio.nl (2001)Weekly dtd’s (20th century)Dichtbij (2010)
  15. 15. HISTORY OF DICHTBIJWebregio.nl (2001)Weekly dtd’s (20th century)Dichtbij (2010)+ ???
  16. 16. 45 FULL LIVE PLATFORMS + 100’s SUBs
  17. 17. 35 AGGREGATION PLATFORMS“FIRST STAGE”(2% of visits)
  18. 18. SNEAK PREVIEW
  19. 19. APP &MOBILE:2468PLACES34% Mobiledesktopmobile
  20. 20. APP &MOBILE:LOCALDEALS
  21. 21. 85 DICHTBIJ NEWSPAPERS
  22. 22. 85 DICHTBIJ NEWSPAPERS
  23. 23. 85 DICHTBIJ NEWSPAPERS
  24. 24. 85 DICHTBIJ NEWSPAPERS
  25. 25. 85 DICHTBIJ NEWSPAPERS
  26. 26. 85 DICHTBIJ NEWSPAPERS
  27. 27. “MEESCHRIJVERS” ON DICHTBIJMeeschrijvers (contributors) can upload content withoutbarriersThe only thing you have to do is fill in an account, log inand off you go.The community manager will check & curate all UGC
  28. 28. EXAMPLE: ARTICLE OF A MEESCHRIJVER1.833 Local Pageviews28 CommentsKeys to success:Relevant topicVideo / pictureLinks to more informationWritten in an activist way
  29. 29. EXAMPLE: ARTICLE OF A MEESCHRIJVER68 comments8,328 local pageviewsKeys to success:Relevant local contentAnimals always clickWritten in an authenticwayCall to action
  30. 30. EXAMPLE: ARTICLES OF A LOCAL ADVOCATE6 articles10,000+ pageviewsDirect action frommunicipalityKeys to success:Relevant local contentPowerful call to actionReal, authentic angerSimple solution offered
  31. 31. EXAMPLE: ARTICLE OF A MEESCHRIJVER6,450 pageviews23 commentsKey to success:“Popular demand”Well documentedRecognizableInvolved writing
  32. 32. EXAMPLE: PICTURES BY MEESCHRIJVERS2,623 pageviewsBig hit on FacebookKey to success:Call to action: “send usyour rainbow pictures”Everyone saw thisEverybody likes to bepublishedCompetition!
  33. 33. EXAMPLE: CROWD SOURCED NEWSThe Garbage Map:Hundreds of tips &articlesMap received20,000 clicks in firsttwo weeksMunicipality reactsand takes action
  34. 34. EXAMPLE: SERIES OF A MEESCHRIJVER“Tijger” in the city forrest:Every week one article25 articles in totalWe might publish a book
  35. 35. EXAMPLE: SERIES OF A MEESCHRIJVERNo journalists allowed inrefugee camp(Groningen)20 Stories from withinthe campBiased, non-journalistic,but authenticScoops day after day
  36. 36. EXAMPLE: COMMENTS THAT SOLVEMuseum exposed asvisitor-unfriendlyMuseum takes action
  37. 37. EXAMPLE: PRAISE FROM THE COMMUNITYCommunitymanageris part of thecommunity4 articles bymeeschrijvers at herbirthday
  38. 38. ONLINE & OFFLINE MEETINGSCommunity managersorganise events, drinks,library meetings, etc
  39. 39. FUNDING DICHTBIJLots of experiments, and lots of plans, but……up to now only one thing works really well:display advertising(+/- 80% of revenue is from buttons & banners)
  40. 40. DICHTBIJ ON TELEGRAAF.NLThe brilliant move: 40% of allvisits come from Telegraaf.nl
  41. 41. The Hyperlocal Highway
  42. 42. THE MANY CROSSROADS
  43. 43. IS DICHTBIJ A SUCCESS?
  44. 44. IS DICHTBIJ A SUCCESS?BUT IS DICHTBIJ A STABLE SUCCESS?COMPARED TO1 YEAR AGO: YES!HARDLY. . .
  45. 45. GARANTEES FOR THE FUTURE?Only if we succeed for ourselves:Break even in 2013New business models as an add-on to displayNew (related?) local activitiesUseful for other parts of TMGFitting in the company’s (and shareholders’) strategy
  46. 46. www.dichtbij.nlhttp://dodebomen.nlFacebook.com/dodebomenFrankfurt, 19 Juni 2013Bart Brouwers@brewbartslideshare.net/brewbartbart.brouwers@dichtbij.nlThank you for yourtime!

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