mgl hogeschool zuyd 13032014
DESCRIPTION
innovation in media session for Hogeschool Zuyd at MGL SittardTRANSCRIPT
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Going Local in Limburg:
building communities & entrepreneurship
- Sittard, 13 maart 2014
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Pleased to Meet You!
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The Hyperlocal Highway
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The Hyperlocal Highway
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Goals dichtbij.nl (dd 2010)
• A hyperlocal, hyperpersonal, hypersocial platform for every Dutch citizen – device independent, well timed Interactive, community-oriented
• Sustainable businessmodels around the
offered hyperlocal information No editorial freedom without business
• A way for journalism to reinvent itself Professional skills + amateur wisdom
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How did we start? • 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 started June 1, 2011
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And now… • Dichtbij is integrated in HMC (regional and local
newspapers)
• 45 active platforms, 100’s of subs, 400 “light”
• 140 employees, 150,000 active users (“co-writers”)
• 2.5M uv’s, 5M visitors, 20M pv’s
• Making good mone, but sustainable in this form?
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(from: TMG 2013, presented on March 12, 2014)
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What we learned • Journalism can be a two way business
• An active community means returning visitors & content
• Social Media essential in community building
• “Urgent” news (accidents etc) is needed for peaks, pv’s
• Aggregation offers a safety net for news
• Go fast, make mistakes - but don’t be wrong for long
• Independence from traditional structures is key, as long as you keep looking for company-opportunities
• Development, content and sales in ONE team
• Tech & Content are pillars, but…
• …describe your businessmodels before starting
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In Short: • An attitude that reflects the needs &
opportunities of the community you
are working with
• Closest possible cooperation
between editorial and commercial
activities, people
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In Short: • An attitude that reflects the needs &
opportunities of the community you
are working with
• Closest possible cooperation
between editorial and commercial
activities, people
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The fields of Journalism are turned upside down
From a walled garden…
…to an open greenfield
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…a very crowded greenfield
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And if everything moves…
•An ambitious, entrepreneurial journalist will have to move along (and be flexible on the way)
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Find your own answers
• It’s up to every individual new journalist to show how relevant or (in)dispensable he is
• There are many ways to do so. Choose the way the fits you best.
• Always be aware of the changed & changing circumstances
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Core Values
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Finding the truth
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Accurate
Finding the truth
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Accurate
Explaining
Finding the truth
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Curious
Accurate
Explaining
Finding the truth
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Curious
Complete
Accurate
Explaining
Finding the truth
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Those were the core values
for ages in Journalism
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Those were the core values
for ages in Journalism
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© glennsasscer.com
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New needs for the professional and his Castle
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Break down the castle
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Break down the castle
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Think niche
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Think niche
Where is the (local) relevance?
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Be personal
© Rikkert Walbeek
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No deadlines: publish timely
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Be Easy-to-Use
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Be transparant
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Mistakes are no #Fail
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…outside knowledge
Combine…
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…outside knowledge
Combine…
…with your own skills
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Be involved
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Cooperate…
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…with your audience too
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Curate (the web is a gold mine)
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Be entrepreneurial
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Collect small change
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Embrace the community
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Embrace the community
…and be embraced
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(you’re not in the charity business…)
And somewhere, find a business…
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The Old Business Model
© PJ Cook
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Old Media Power #1
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Old Media Power #1
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Old Media Power #2
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Old Media Power #2
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Old Media Power #3
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Old Media Power #3
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The business Model has been Broken
…and whatever we try, we don’t succeed in fixing it
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The Business Model is Gone
• Consumers think that information should be free
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
• Dinosaur complex
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The Business Model is Gone
• Consumers think that information should be free
• Consumers will get their news anyway
• Target groups are fragmenting
• Unlimited competition, abundance of sources
• Copying the old model in a new setting appears to be complex or unfitting
• Production, distribution, and IT: not a USP anymore
• Monopoly on information was an illusion
• Dinosaur complex + Pax Brittanica complex
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The Business Model is Gone
• Consumers think that information should be free • Consumers will get their news anyway • Target groups are fragmenting • Unlimited competition, abundance of sources • Copying the old model in a new setting appears
to be complex or unfitting • Production, distribution, and IT: not a USP
anymore • Monopoly on information was an illusion • Dinosaur complex + Pax Brittanica complex • Second best is good enough
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But it’s not all misery
There are Opportunities too
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Examples? How about 33?
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Sponsoring
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Service
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Expertise
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Marketing vehicle
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Supply & Demand (C2C)
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E-commerce
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Utilize your Community
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Events
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Republish
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Intelligent ads
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Shared content, shared ads
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Groupdeals
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Affiliate marketing
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White label
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Subsidies
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Angels
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Crowdfunding
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Memberships
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Reader Funded Journalism
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Community management à la carte
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Non profit
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Micropayments
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After Content Payments
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Native Advertising
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Journalist-for-sale
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Incubator / Shareholdership
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Journalist as a platform
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Paywalls
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Social
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Freemium
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Gaming
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Bars
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Going Local in Limburg:
building communities & entrepreneurship
Bart Brouwers [email protected]
Twitter: @brewbart
Blogs: dodebomen.nl
nadedeadline.nl