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City University London13 May 2011
City university - Hyperlocal Dichtbij 13052011
City university - Hyperlocal Dichtbij 13052011
City university - Hyperlocal Dichtbij 13052011
we are




(dichtbij = close to me)
City university - Hyperlocal Dichtbij 13052011
The Hyperlocal Highway
Goals
• A hyperlocal, hyperpersonal, hypersocial
  platform for every Dutch citizen –
  mobile & web, well timed

• Sustainable businessmodels around the
  offered hyperlocal information

• A way for journalism to reinvent itself
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
Project Team, (6 people)
Platform: Open Source Drupal
Businessplan based upon pilot-learnings
National Roll Out starting June 1
City university - Hyperlocal Dichtbij 13052011
What we learned
Journalism can be a two way business
An 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, make mistakes - but don’t be wrong for long
Tech & Content are pillars, but…
Describe your businessmodels before starting
In Short:
 An attitude that reflects the
needs of the community you are
working for/with
 Closest possible cooperation
between editorial and commercial
activities, people
In Short:
 An attitude that reflects the
needs of the community you are
working for/with
 Closest possible cooperation
between editorial and commercial
activities, people
What’s really shaping
journalism’s future:


    attitude
City university - Hyperlocal Dichtbij 13052011
City university - Hyperlocal Dichtbij 13052011
Think Niche
Get Personal




               © Rikkert Walbeek
Be Social, Act Social




                   © Bullmarketing
Publish Real-Time
Be Easy-to-Use
Be Transparant
Mistakes are no #Fail
Outside knowledge…
& your own skills
Be Involved
Collaborate, don’t Invent
Mutualize
Act Entrepreneurial
Pile up Small Change
Break down the Castle
In Short:
 An attitude that reflects the
needs of the community you are
working for/with
 Closest possible cooperation
between editorial and commercial
activities, people
Traditional roles in media

 Journalist              Sales
              Uitgever
Traditional roles in media

 Journalist                Sales
              Uitgever
               Publisher
Plus a new role
Enable conversations

 Activate knowledge
 Connect (to) groups
  Facilitate contact

Manage the community
In short:


communitymanager
Old

Journalist         Sales
+ new

Journalist           Sales
Old + New

Journalist           Sales
Old + New

Journalist               Sales
             Publisher




        Communitymanager
Journalist               Sales
             Publisher




        Communitymanager
Entrepreneurial
               Journalist
Journalist                     Sales
              Publisher




        Communitymanager
Entrepreneurial
                  Journalist
Journalist                        Sales
                 Publisher

  Niche journalist




          Communitymanager
Entrepreneurial
                  Journalist
Journalist                        Sales
                 Publisher
                              Marketeer,
  Niche journalist            SEO-manager




          Communitymanager
And now…
 TMG is investing in dichtbij
 From 3 pilots to national
 From 10 people to 100+
 Central & local marketing
 Connections with TMG-brands
 We’re making money
http://youtu.be/ZxoOhfD0aVI
we are




bartbrouwers@dichtbij.nl
   twitter: @brewbart

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City university - Hyperlocal Dichtbij 13052011