Using Social Media to Activate Local Communities
Upcoming SlideShare
Loading in...5
×
 

Using Social Media to Activate Local Communities

on

  • 873 views

Lessons learned from experiments with the WindyCitizen during the past few years, specifically focused on the difficulty of attracting the core contributors necessary to make a news site flourish.

Lessons learned from experiments with the WindyCitizen during the past few years, specifically focused on the difficulty of attracting the core contributors necessary to make a news site flourish.

Statistics

Views

Total Views
873
Views on SlideShare
870
Embed Views
3

Actions

Likes
0
Downloads
5
Comments
0

1 Embed 3

http://www.slideshare.net 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Using Social Media to Activate Local Communities Using Social Media to Activate Local Communities Presentation Transcript

  • Using social media to activate local communities Brad Flora Founder, http://windycitizen.com
  • About Me
    • Founder, WindyCitizen.com
    • Lives in Chicago’s Old Town neighborhood
    • @bradflora on Twitter
    • College Admissions Officer -> Summer Camp Counselor -> Journalist -> Start-up guy
  • What makes something “local”?
    • Anything that appeals to people specifically because they share a connection to a geographic region.
  • How are these communities being reached now?
    • Two approaches
  • How are these communities being reached now?
    • Two approaches
    • Editorial approach
      • Create content that attracts an audience,
      • Vertical
      • Newspaper/Magazine sites, blogs, TV, radio, newsletters
  • How are these communities being reached now?
    • Two approaches
    • Editorial approach
      • Create content that attracts an audience,
      • Vertical
      • Newspaper/Magazine sites, blogs, TV, radio, newsletters
    • Social approach
      • Create a place where people can interact with each other, create their own content,
      • Horizontal/bottom-up
      • Yelp, LikeThis
  • How are these communities being reached now?
    • Two approaches
    • Editorial approach
      • Create content that attracts an audience,
      • Vertical
      • Newspaper/Magazine sites, blogs, TV, radio, newsletters
    • Social approach
      • Create a place where people can interact with each other, create their own content,
      • Horizontal/bottom-up
      • Yelp, LikeThis
    • Trend
      • Editorial businesses looking to go social
        • Huffington Post’s new Facebook page
        • NYTimes letting you track who’s reading what, connect with other NYTimes readers
  • My approach
    • Problem
      • Local media fragmenting
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
        • How do you find what’s hot right now and meet people who also like it?
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
        • How do you find what’s hot right now and meet people who also like it?
    • Windy Citizen
      • Surface the best of Chicago, offer a central place to talk about it
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
        • How do you find what’s hot right now and meet people who also like it?
    • Windy Citizen
      • Surface the best of Chicago, offer a central place to talk about it
      • Crowd-powered city guide
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
        • How do you find what’s hot right now and meet people who also like it?
    • Windy Citizen
      • Surface the best of Chicago, offer a central place to talk about it
      • Crowd-powered city guide
      • Launched proof-of-concept site Jan. 2009
  • My approach
    • Problem
      • Local media fragmenting
        • Chicago has 150+ sources creating local content each day
          • City blogs, TV networks, newspapers, magazines, local guides, flickr, yelp
          • Reverting to situation 100 years ago
        • How do you find what’s hot right now and meet people who also like it?
    • Windy Citizen
      • Surface the best of Chicago, offer a central place to talk about it
      • Crowd-powered city guide
      • Launched proof-of-concept site Jan. 2009
        • 3-5k uniques/day
        • 100-150 comments/day
        • 550-600 votes/day cast on stories and comments
        • Sending ~2k/day visitors away to local sites
        • Ad-supported
        • Just received grant from Chicago Community Trust to develop real deal
  • Why go after local communities?
    • Pros:
      • Passionate users: People who care, care A LOT
      • Can leverage the power of beer to connect with early adopters
      • Creating social capital, making the world better
      • No one’s figured it out yet
      • It just feels awesome
    • Cons:
      • Market deceptively small
      • Getting press coverage works differently, if at all
      • Won’t get you laid (unless it’s a dating site)
  • Deceptive Market Size
    • 3 million people in a region != 3 million audience
  • Deceptive Market Size
    • 3 million people in a region != 3 million audience
      • Local isn’t a niche, it’s a niche inside of a niche
  • Deceptive Market Size
    • 3 million people in a region != 3 million audience
      • Local isn’t a niche, it’s a niche inside of a niche
        • e.g. (sports(Chicago)) or (bars(Chicago)) or (politics(Chicago))
        • RedEye devotes < 4 pages/day to local coverage for a reason
  • Deceptive Market Size
    • 3 million people in a region != 3 million audience
      • Local isn’t a niche, it’s a niche inside of a niche
        • e.g. (sports(Chicago)) or (bars(Chicago)) or (politics(Chicago))
        • RedEye devotes < 4 pages/day to local coverage for a reason
      • Kevin Rose: “There’s not enough content in any one city to require a solution as drastic as crowdsourcing. The local sites do a good enough job already.”
  • Deceptive Market Size
    • 3 million people in a region != 3 million audience
      • Local isn’t a niche, it’s a niche inside of a niche
        • e.g. (sports(Chicago)) or (bars(Chicago)) or (politics(Chicago))
        • RedEye devotes < 4 pages/day to local coverage for a reason
      • Kevin Rose: “There’s not enough content in any one city to require a solution as drastic as crowdsourcing. The local sites do a good enough job already.”
    • Metafilter guy: Critical mass for a community= 100 active users
      • When your potential audience is 100,000, getting those 100 people is a lot harder than when it’s 5 million
  • Media can only help so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
        • The “pipes” are owned by 1-2 players
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
        • The “pipes” are owned by 1-2 players
        • They’re finally realizing that every web site on the web is competition
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
        • The “pipes” are owned by 1-2 players
        • They’re finally realizing that every web site on the web is competition
        • They’re backwards about linking out
          • Chicago Tribune wrote story about launch, no backlink in online article
          • Reporters have told me they won’t cover WC since it hits too close to home
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
        • The “pipes” are owned by 1-2 players
        • They’re finally realizing that every web site on the web is competition
        • They’re backwards about linking out
          • Chicago Tribune wrote story about launch, no backlink in online article
          • Reporters have told me they won’t cover WC since it hits too close to home
        • Limited news budget for techie stuff
  • Media can’t help you so much
    • When you go local…
      • Bye-bye tech blogs, reddit, Digg, other apps that announce new things
      • Leaves you with local media
        • The “pipes” are owned by 1-2 players
        • They’re finally realizing that every web site on the web is competition
        • They’re backwards about linking out
          • Chicago Tribune wrote story about launch, no backlink in online article
          • Reporters have told me they won’t cover WC since it hits too close to home
        • Limited news budget for techie stuff
        • Local blogs
          • Still too small for any 1-2 to be able to help you much
  • What’s worked
    • Giving users ways to connect with each other
  • What’s worked
    • Giving users ways to connect with each other
      • Monthly meetups
      • Focusing on making social activity easy
        • More important to improve commenting system than our posting process
  • What’s worked
    • Giving users ways to connect with each other
      • Monthly meetups
      • Focusing on making social activity easy
        • More important to improve commenting system than our posting process
    • Partnerships with fish too small for big fishermen
      • CBS2 Widget
      • Buttons on prominent local blogs, news org sites
  • What’s worked
    • Giving users ways to connect with each other
      • Monthly meetups
      • Focusing on making social activity easy
        • More important to improve commenting system than our posting process
    • Partnerships with fish too small for big fishermen
      • CBS2 Widget
      • Buttons on prominent local blogs, news org sites
    • Face to face meetings with users
      • Easier to sell a vision over beer and burgers
  • What’s worked
    • Giving users ways to connect with each other
      • Monthly meetups
      • Focusing on making social activity easy
        • More important to improve commenting system than our posting process
    • Partnerships with fish too small for big fishermen
      • CBS2 Widget
      • Buttons on prominent local blogs, news org sites
    • Face to face meetings with users
      • Easier to sell a vision over beer and burgers
    • Syncing into social media
      • Mainstream media “owns” Digg, trying to do same with Twitter, not there yet
      • Successes:
        • Twitter/Facebook alerts for stories that get voted up/down
        • Publish once on WC, push to Facebook/Twitter
  • What’s worked
    • Giving users ways to connect with each other
      • Monthly meetups
      • Focusing on making social activity easy
        • More important to improve commenting system than our posting process
    • Partnerships with fish too small for big fishermen
      • CBS2 Widget
      • Buttons on prominent local blogs, news org sites
    • Face to face meetings with users
      • Easier to sell a vision over beer and burgers
    • Syncing into social media
      • Mainstream media “owns” Digg, trying to do same with Twitter, not there yet
      • Successes:
        • Twitter/Facebook alerts for stories that get voted up/down
        • Publish once on WC, push to Facebook/Twitter
    • E-mail strategy
      • Newspapers don’t own inboxes, product can get a fair shake
      • Thrillist, Daily Candy, Groupon have build large business just on e-mail products
  • Fin.
    • The local web is virgin territory still waiting to be claimed
  • Fin.
    • The local web is virgin territory still waiting to be claimed
    • Though substantial, the territory is smaller than it looks
  • Fin.
    • The local web is virgin territory still waiting to be claimed
    • Though substantial, the territory is smaller than it looks
    • Current media conditions make it harder to get known
  • Fin.
    • The local web is virgin territory still waiting to be claimed
    • Though substantial, the territory is smaller than it looks
    • Existing media conditions make it difficult to get a foothold
    • If your product has a local focus or angle, events, social media, and e-mail will do more for you than mainstream local media coverage
  • Fin.
    • The local web is virgin territory still waiting to be claimed
    • Though substantial, the territory is smaller than it looks
    • Existing media conditions make it difficult to get a foothold
    • If your product has a local focus or angle, events, social media, and e-mail will do more for you than mainstream local media coverage
    • Questions?