Hyperlocal Experiences & AttitudesBart Brouwers, Waiblingen, 27. Januar 2011
1. Hyperlocal experiences2. An attitude that helps3. Organising journalism
GA
© voetbalzone
© volkskrant
Part 1:Hyperlocal Experiences
What did we do?• 4 task forces (feb-june 2010)     •ICT, Content, Business, Marketing• 4 pilots (started august 2010)     ...
Goals• A hyperlocal, hyperpersonal, hypersocial  platform for every Dutch citizen – mobile  & web• Sustainable businessmod...
What we learned•   Journalism can be a two way business•   Active community means returning visitors•   Social Media essen...
48.832266,9.320612       ????
48.832266, 9.320612        =  An der Talaue 4   Waiblingen   Deutschland
page 39
GA
http://www.youtube.com/watch?v=LhBf5MWWbhIYoutube                                      © worldnews
GA
Amsterdam –Groningen183km
Hyperlocal tulips?
Part 2:The Right Attitude
Smaller newsrooms?    Functionality?           IT?        Platforms?         Attitude!
from:
via:
to:
Yes:
Yes:
but…
© glennsasscer.com
What’s really shaping journalism’s future:    attitude
also       ????
How many golden rulesfor behavior do we need?
© soccernews
© wiyono4.blogspot.com
© AD
© wireleft
© HLN, DeMorgen
20 Golden Rules
Golden rules, built upon: • Research • Experience • Success and failure elsewhere • Some ambition • And a lot of gut feeling
1. Think Niche
2. Get Personal                  © Rikkert Walbeek
3. Be Social, Act Social                     © Bullmarketing
4. Publish Real-Time
5. Be Easy-to-Use
6. Be Open
7. Be Serendipitous – Not?
8. Mistakes are no #Fail
9. Outside knowledge
10. & your own skills
11. Avoid Acting “Special”
12: Be Involved
13. Collaborate, don’t Invent
14. Cherish & Curate
15. Mutualize
Meg Pickard, The Guardian
16. Accept lurking
17. Act Entrepreneurial
18. Pile up Small Change
19. Automate
20. Break down the Castle
Part 3:Organising Journalism
Roles in Media- organisations    How it was.   How it might be
How it was
One takes…
and…
One builds…
And one adds  a referee
Result:
Traditional roles in mediaJournalist              Sales             Uitgever
Traditional roles in mediaJournalist                Sales             Uitgever              Publisher
Always one complaining     to the referee                     © Parool
Or getting angree with him                       © HBvL
How restructure?           © themanchesterunited.com
Wait for better days?                    © AD
One adds…
A new role in media
Enable conversations Activate knowledge Connect (to) groups  Facilitate contactManage the community
In short:communitymanager
A new role in media   Communitymanager
OldJournalist         Sales
+ newJournalist           Sales
Old + NewJournalist               Sales
Old + NewJournalist                Sales              Publisher        Communitymanager
Oud + NieuwJournalist               Sales             Publisher        Communitymanager
Entrepreneurial               JournalistJournalist                     Sales              Publisher        Communitymanager
Entrepreneurial                  JournalistJournalist                        Sales                 Publisher  Niche journa...
Entrepreneurial                  JournalistJournalist                        Sales                 Publisher              ...
Happy ever after?              © Mashnews
No organisationwithout innovation
R&D, Innovation• The triangle Journalist / Sales /  Communitymanager is a substantial addition  to the existing two-legged...
4    1        23
1.The bottomof the model
Journalist
Journalist             Sales
Journalist                      SalesCommunitymanager
Journalist       Niche-       journalist                        SalesCommunitymanager
Journalist       Niche-       journalist                Marketeer,                SEO-manager   SalesCommunitymanager
Journalist                    Entrepreneurial       Niche-         Journalist       journalist                Marketeer,  ...
2. Connect thebottom-trianglewith innovation
R&D, innovation           Journalist                    Entrepreneurial       Niche-         Journalist       journalist  ...
R&D, innovation                        New business-                           models           Journalist                ...
R&D, innovation                              New business-                                 models   Yield         Journali...
R&D, innovation                   Demand                   Media?                              New business-              ...
In short:4 leading roles
R&D, innovation                   Demand                   Media?                              New business-              ...
And 6 fields
R&D, innovation                   Demand                   Media?                              New business-              ...
R&D, innovation                   Demand                   Media?                              New business-              ...
A Last Request
bartbrouwers@dichtbij.nltwitter: @brewbartStay tuned:dodebomen.nlThank you!
bartbrouwers@dichtbij.nltwitter: @brewbartStay tuned:dodebomen.nlThank you!
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Forum für Lokaljournalismus, Waiblingen, Deutschland. Hyperlocal experiences, an attitude that helps, Organising Journalism

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Waiblingen27012011

  1. 1. Hyperlocal Experiences & AttitudesBart Brouwers, Waiblingen, 27. Januar 2011
  2. 2. 1. Hyperlocal experiences2. An attitude that helps3. Organising journalism
  3. 3. GA
  4. 4. © voetbalzone
  5. 5. © volkskrant
  6. 6. Part 1:Hyperlocal Experiences
  7. 7. What did we do?• 4 task forces (feb-june 2010) •ICT, Content, Business, Marketing• 4 pilots (started august 2010) •1 Commercial, 1 Community, 2 Aggregation• Projectteam, (6 people)• Platform: Open Source Drupal• Businessplan based upon pilot-learnings
  8. 8. Goals• A hyperlocal, hyperpersonal, hypersocial platform for every Dutch citizen – mobile & web• Sustainable businessmodels around the offered hyperlocal information• A way for journalism to reinvent itself
  9. 9. What we learned• Journalism can be a two way business• Active community means returning visitors• Social Media essential in community building• Hot news is needed for peaks• Aggregation offers a safety net for news• Go fast - but be sure to be “not wrong for long”• Tech & Content are pillars, but…• Describe your businessmodels before starting – Content deals are necessary
  10. 10. 48.832266,9.320612 ????
  11. 11. 48.832266, 9.320612 = An der Talaue 4 Waiblingen Deutschland
  12. 12. page 39
  13. 13. GA
  14. 14. http://www.youtube.com/watch?v=LhBf5MWWbhIYoutube © worldnews
  15. 15. GA
  16. 16. Amsterdam –Groningen183km
  17. 17. Hyperlocal tulips?
  18. 18. Part 2:The Right Attitude
  19. 19. Smaller newsrooms? Functionality? IT? Platforms? Attitude!
  20. 20. from:
  21. 21. via:
  22. 22. to:
  23. 23. Yes:
  24. 24. Yes:
  25. 25. but…
  26. 26. © glennsasscer.com
  27. 27. What’s really shaping journalism’s future: attitude
  28. 28. also ????
  29. 29. How many golden rulesfor behavior do we need?
  30. 30. © soccernews
  31. 31. © wiyono4.blogspot.com
  32. 32. © AD
  33. 33. © wireleft
  34. 34. © HLN, DeMorgen
  35. 35. 20 Golden Rules
  36. 36. Golden rules, built upon: • Research • Experience • Success and failure elsewhere • Some ambition • And a lot of gut feeling
  37. 37. 1. Think Niche
  38. 38. 2. Get Personal © Rikkert Walbeek
  39. 39. 3. Be Social, Act Social © Bullmarketing
  40. 40. 4. Publish Real-Time
  41. 41. 5. Be Easy-to-Use
  42. 42. 6. Be Open
  43. 43. 7. Be Serendipitous – Not?
  44. 44. 8. Mistakes are no #Fail
  45. 45. 9. Outside knowledge
  46. 46. 10. & your own skills
  47. 47. 11. Avoid Acting “Special”
  48. 48. 12: Be Involved
  49. 49. 13. Collaborate, don’t Invent
  50. 50. 14. Cherish & Curate
  51. 51. 15. Mutualize
  52. 52. Meg Pickard, The Guardian
  53. 53. 16. Accept lurking
  54. 54. 17. Act Entrepreneurial
  55. 55. 18. Pile up Small Change
  56. 56. 19. Automate
  57. 57. 20. Break down the Castle
  58. 58. Part 3:Organising Journalism
  59. 59. Roles in Media- organisations How it was. How it might be
  60. 60. How it was
  61. 61. One takes…
  62. 62. and…
  63. 63. One builds…
  64. 64. And one adds a referee
  65. 65. Result:
  66. 66. Traditional roles in mediaJournalist Sales Uitgever
  67. 67. Traditional roles in mediaJournalist Sales Uitgever Publisher
  68. 68. Always one complaining to the referee © Parool
  69. 69. Or getting angree with him © HBvL
  70. 70. How restructure? © themanchesterunited.com
  71. 71. Wait for better days? © AD
  72. 72. One adds…
  73. 73. A new role in media
  74. 74. Enable conversations Activate knowledge Connect (to) groups Facilitate contactManage the community
  75. 75. In short:communitymanager
  76. 76. A new role in media Communitymanager
  77. 77. OldJournalist Sales
  78. 78. + newJournalist Sales
  79. 79. Old + NewJournalist Sales
  80. 80. Old + NewJournalist Sales Publisher Communitymanager
  81. 81. Oud + NieuwJournalist Sales Publisher Communitymanager
  82. 82. Entrepreneurial JournalistJournalist Sales Publisher Communitymanager
  83. 83. Entrepreneurial JournalistJournalist Sales Publisher Niche journalist Communitymanager
  84. 84. Entrepreneurial JournalistJournalist Sales Publisher Marketeer, Niche journalist SEO-manager Communitymanager
  85. 85. Happy ever after? © Mashnews
  86. 86. No organisationwithout innovation
  87. 87. R&D, Innovation• The triangle Journalist / Sales / Communitymanager is a substantial addition to the existing two-legged model• But to safeguard further steps in the future, attention is needed for permanent innovation.• The triangle can be the bottom of a 3D-model with 4 corners.• Journalism – Sales – Community – Innovation
  88. 88. 4 1 23
  89. 89. 1.The bottomof the model
  90. 90. Journalist
  91. 91. Journalist Sales
  92. 92. Journalist SalesCommunitymanager
  93. 93. Journalist Niche- journalist SalesCommunitymanager
  94. 94. Journalist Niche- journalist Marketeer, SEO-manager SalesCommunitymanager
  95. 95. Journalist Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  96. 96. 2. Connect thebottom-trianglewith innovation
  97. 97. R&D, innovation Journalist Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  98. 98. R&D, innovation New business- models Journalist Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  99. 99. R&D, innovation New business- models Yield Journalist Manager? Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  100. 100. R&D, innovation Demand Media? New business- models Yield Journalist Manager? Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  101. 101. In short:4 leading roles
  102. 102. R&D, innovation Demand Media? New business- models Yield Journalist Manager? Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  103. 103. And 6 fields
  104. 104. R&D, innovation Demand Media? New business- models Yield Journalist Manager? Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  105. 105. R&D, innovation Demand Media? New business- models Yield Journalist Manager? Entrepreneurial Niche- Journalist journalist Marketeer, SEO-manager SalesCommunitymanager
  106. 106. A Last Request
  107. 107. bartbrouwers@dichtbij.nltwitter: @brewbartStay tuned:dodebomen.nlThank you!
  108. 108. bartbrouwers@dichtbij.nltwitter: @brewbartStay tuned:dodebomen.nlThank you!
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