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,
“Oakland Local is a
nonpartisan, nonprofit
media and capacity-
building organization
that promotes civic
engagement and
discourse on local
issues that matter.”
Established Oct 2009
Non-profit
Mission-driven
Hyperlocal
Supported by
• Grants
• Contributions
• Ad revenue
• Training/consulting
dollars

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6. Things media entrepreneurs think about
• Defining your community
• Defining your team
• Managing the project
• Setting goals for success
• Product requirements & product development
• Setting milestones & keeping a schedule
• Reaching out to community
• Measuring your work via metrics
—and learning from the data

7. If you can’t measure the results,
you haven’t thought it through
Setting metrics for success is the best focusing exercise you can do—
and the best way to set expectations.
Things you can measure:
• Impact: Number of users, change in real world, engaged partners
• Engagement: Unique visitors, time spent on site, comments posted,
number of partners & posters
• Web impact: Page views, unique visitors, downloads
• Real world impact: What changed?

8. PARTNERSHIPS BREED SUCESS
Oakland Local case study: Local site launched with 29 partners—42
by end of year
How did we make that happen?
1. Conducted non-profit audit—Oakbase.com
2. Identified key partners
3. Met for discussions, input
4. Adjusted Oakland Local idea based on partner input
5. Defined partner role & recruited core partner group for launch

9. Measure your work; learn from the data
The best friends you can have:
• Google analytics
• Facebook insite
• Google search
• Twitter search
Check stats daily, weekly, monthly
• Compile & discuss
• Use to fine tune, refine approach,
focus

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