hyperlocal experience & attitude

HYPERLOCALBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Part 2: The Hyperlocal Attitude

Part 1: Developing Brand X

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Part 1: Brand X

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Local Relevance– Editorial– Commercial– Marketing– Gaming– Utility– Etc etc

No local relevance, no valueBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

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 fte, one of them full time)

• Platform: Open Source Drupal

• Mobile: still in development (timing!)

• Businessplan based upon pilot-learningsBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, 21 september 2010, Telegraaf Media Expo

Bart Brouwers, 21 september 2010, Telegraaf Media Expo

Bart Brouwers, 21 september 2010, Telegraaf Media Expo

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

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

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Challenges

• Ambition in balance with timing

• Keep Focus

• Balance with running business

• Balance with running strategy

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

STRATEGIC QUESTIONS• Closed Castle vs Open marketplace

• Print vs Online

• Advertising & subscription driven vs Business Model XY

• Cashcow vs Opportunity

• Old Journalism vs New Journalism

• Old Competition vs New Alliances

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Part 2: The Hyperlocal Attitude

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Local First, how to act?

© Lara KingBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

20 Golden Rules

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

1. Collaborate, don’t Invent

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

2. Get Personal

© Rikkert WalbeekBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

3. Be Social

© BullmarketingBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

4. Publish Real-Time

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

5. Be Easy-to-Use

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

6. Be Open

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

7. Be Serendipitous – Not?

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

8. Mistakes are no #Fail

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

9. Use outside knowledge

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

10. Offer your skills

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

11. Avoid Acting “Special”

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

12: Be Involved

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

13. Help users participate

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

14. Cherish & Curate

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

15. Mutualize

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Meg Pickard, The GuardianBart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

16. Accept lurking

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

17. Act Entrepreneurial

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

18. Pile up Small Change

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

19. Automate

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

20. Break down the Castle

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA

Follow hyperlocal TMG• OverEindhoven.nl

• OverWoerden.nl

• OverZwolle.nl

• OverHeino.nl

• Blog: dodebomen.nl

• Twitter: @brewbart

• b.brouwers@telegraafmedia.nl

Bart Brouwers, @brewbart, 08 october 2010, Hamburg WAN/IFRA