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


Part 1: Brand X


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, 21 september 2010, Telegraaf Media Expo

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


Challenges

• Ambition in balance with timing

• Keep Focus

• Balance with running business

• Balance with running strategy


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


Part 2: The Hyperlocal Attitude


Local First, how to act?

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

20 Golden Rules


1. Collaborate, don’t Invent


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


5. Be Easy-to-Use


6. Be Open


7. Be Serendipitous – Not?


8. Mistakes are no #Fail


9. Use outside knowledge


10. Offer your skills


11. Avoid Acting “Special”


12: Be Involved


13. Help users participate


14. Cherish & Curate


15. Mutualize


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

16. Accept lurking


17. Act Entrepreneurial


18. Pile up Small Change


19. Automate


20. Break down the Castle


Follow hyperlocal TMG• OverEindhoven.nl

• OverWoerden.nl

• OverZwolle.nl

• OverHeino.nl

• Blog: dodebomen.nl

• Twitter: @brewbart

• [email protected]


hyperlocal experience & attitude

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