Forum für Lokaljournalismus, Waiblingen, Deutschland. Hyperlocal experiences, an attitude that helps, Organising Journalism

1. Hyperlocal Experiences & Attitudes
Bart Brouwers, Waiblingen, 27. Januar 2011

2. 1. Hyperlocal experiences
2. An attitude that helps
3. Organising journalism

14. G
A

16. © voetbalzone

17. © volkskrant

18. Part 1:
Hyperlocal Experiences

19. 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

29. 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

30. 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

32. 48.832266,9.320612
????

38. 48.832266, 9.320612
=
An der Talaue 4
Waiblingen
Deutschland

39. page 39

40. G
A

41. http://www.youtube.com/watch?v=LhBf5MWWbhI
Youtube © worldnews

42. G
A

43. Amsterdam –
Groningen
183km

44. Hyperlocal tulips?

45. Part 2:
The Right Attitude

46. Smaller newsrooms?
Functionality?
IT?
Platforms?
Attitude!

47. from:

48. via:

49. to:

50. Yes:

52. Yes:

53. but…

54. © glennsasscer.com

55. What’s really shaping
journalism’s future:
attitude

58. also
????

59. How many golden rules
for behavior do we need?

60. © soccernews

61. © wiyono4.blogspot.com

62. © AD

63. © wireleft

64. © HLN, DeMorgen

65. 20 Golden Rules

66. Golden rules, built upon:
• Research
• Experience
• Success and failure elsewhere
• Some ambition
• And a lot of gut feeling

67. 1. Think Niche

68. 2. Get Personal
© Rikkert Walbeek

69. 3. Be Social, Act Social
© Bullmarketing

70. 4. Publish Real-Time

71. 5. Be Easy-to-Use

72. 6. Be Open

73. 7. Be Serendipitous – Not?

74. 8. Mistakes are no #Fail

75. 9. Outside knowledge

76. 10. & your own skills

77. 11. Avoid Acting “Special”

78. 12: Be Involved

79. 13. Collaborate, don’t Invent

80. 14. Cherish & Curate

81. 15. Mutualize

82. Meg Pickard, The Guardian

83. 16. Accept lurking

84. 17. Act Entrepreneurial

85. 18. Pile up Small Change

86. 19. Automate

87. 20. Break down the Castle

88. Part 3:
Organising Journalism

89. Roles in Media-
organisations
How it was.
How it might be

90. How it was

91. One takes…

93. and…

95. One builds…

97. And one adds
a referee

99. Result:

101. Traditional roles in media
Journalist Sales
Uitgever

102. Traditional roles in media
Journalist Sales
Uitgever
Publisher

103. Always one complaining
to the referee
© Parool

104. Or getting angree with him
© HBvL

107. How restructure?
© themanchesterunited.com

108. Wait for better days?
© AD

109. One adds…

110. A new role
in media

113. Enable conversations
Activate knowledge
Connect (to) groups
Facilitate contact
Manage the community

114. In short:
communitymanager

115. A new role in media
Communitymanager

116. Old
Journalist Sales

117. + new
Journalist Sales

118. Old + New
Journalist Sales

119. Old + New
Journalist Sales
Publisher
Communitymanager

120. Oud + Nieuw
Journalist Sales
Publisher
Communitymanager

121. Entrepreneurial
Journalist
Journalist Sales
Publisher
Communitymanager

122. Entrepreneurial
Journalist
Journalist Sales
Publisher
Niche journalist
Communitymanager

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

124. Happy ever after?
© Mashnews

125. No organisation
without innovation

126. 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

127. 4
1
2
3

128. 1.
The bottom
of the model

129. Journalist

130. Journalist
Sales

131. Journalist
Sales
Communitymanager

132. Journalist
Niche-
journalist
Sales
Communitymanager

133. Journalist
Niche-
journalist
Marketeer,
SEO-manager Sales
Communitymanager

134. Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

135. 2.
Connect the
bottom-triangle
with innovation

136. R&D, innovation
Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

137. R&D, innovation
New business-
models
Journalist
Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

138. R&D, innovation
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

139. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

140. In short:
4 leading roles

141. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

142. And 6 fields

143. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

144. R&D, innovation
Demand
Media?
New business-
models
Yield Journalist
Manager? Entrepreneurial
Niche- Journalist
journalist
Marketeer,
SEO-manager Sales
Communitymanager

145. A Last Request

146. bartbrouwers@dichtbij.nl
twitter: @brewbart
Stay tuned:
dodebomen.nl
Thank you!

147. bartbrouwers@dichtbij.nl
twitter: @brewbart
Stay tuned:
dodebomen.nl
Thank you!