Embed Size (px)
DESCRIPTION
History and positioning of dichtbij.nl
Citation preview
DichtbijBorrel
Frankfurt, 19 Juni 2013
Growing dichtbij.nl:
Continuous Crossroads
The Hyperlocal Highway
Let’s take
a look at
DICHTBIJ.NL’s
crossroads
What is dichtbij.nl?
History & positioning
Editorial concept
Crowds & communities
Funding & Finance
Active in the whole country, with editorial and commercial teams in the dark green areas (the rest to follow)
THE NETHERLANDS DICHTBIJ
PART OF TMG
CONCEPT DICHTBIJ Interactive Local News & Relevant Information Combine the Skills of the Professional Journalist & Wisdom of the Amateur Self sufficiant & Collaborative outside/inside TMG No editorial freedom without focus on business
ACTIVITIES DICHTBIJ Local Journalism Community management Local Sales Content Production for TMG Services for Local Business
PRODUCTS DICHTBIJ Free Local news on desktop, mobile, app, paper User Generated Content on all platforms 12 different themes, commercially and editorially Local services like jobs, real estate, local agenda
FACTS & FIGURES (1) Founded in 2011 80 regions, 45 of which with editorial & sales staff 2,5 million unique visitors pm, 20 million pageviews, 1/3 of visits is mobile 120,000 newsletter subscriptions 75,000 followers on social media 140 employees 135,000 registered contributors (“meeschrijvers”) 250,000 articles (photos/videos included) per year
20 MILLION PAGEVIEWS Pageviews
Incidents
Pictures
Regional News
Sports
cars
Going Out
Rest
FACTS & FIGURES (2) 20 million pageviews per month;
5 million on articles about accidents & incidents
4 million on other regional and local news
6 million on pictures
The rest on various themes (cars, agenda, going out, sports, etc)
Only about 10% of the pageviews go to UGC (25% of the content)
HISTORY OF DICHTBIJ
Dichtbij (2010)
HISTORY OF DICHTBIJ
Webregio.nl (2001)
Dichtbij (2010)
HISTORY OF DICHTBIJ
Webregio.nl (2001)
Weekly dtd’s (20th century)
Dichtbij (2010)
HISTORY OF DICHTBIJ
Webregio.nl (2001)
Weekly dtd’s (20th century)
Dichtbij (2010)
+ ???
45 FULL LIVE PLATFORMS + 100’s SUBs
35 AGGREGATION PLATFORMS
“FIRST STAGE”
(2% of visits)
SNEAK PREVIEW
APP &
MOBILE:
2468
PLACES 34% Mobile
desktop
mobile
APP &
MOBILE:
LOCAL
DEALS
85 DICHTBIJ NEWSPAPERS
85 DICHTBIJ NEWSPAPERS
85 DICHTBIJ NEWSPAPERS
85 DICHTBIJ NEWSPAPERS
85 DICHTBIJ NEWSPAPERS
85 DICHTBIJ NEWSPAPERS
“MEESCHRIJVERS” ON DICHTBIJ Meeschrijvers (contributors) can upload content without barriers
The only thing you have to do is fill in an account, log in and off you go.
The community manager will check & curate all UGC
EXAMPLE: ARTICLE OF A MEESCHRIJVER 1.833 Local Pageviews
28 Comments
Keys to success:
Relevant topic
Video / picture
Links to more information
Written in an activist way
EXAMPLE: ARTICLE OF A MEESCHRIJVER 68 comments
8,328 local pageviews
Keys to success:
Relevant local content
Animals always click
Written in an authentic way
Call to action
EXAMPLE: ARTICLES OF A LOCAL ADVOCATE 6 articles 10,000+ pageviews Direct action from
municipality Keys to success:
Relevant local content Powerful call to action Real, authentic anger Simple solution offered
EXAMPLE: ARTICLE OF A MEESCHRIJVER 6,450 pageviews 23 comments
Key to success: “Popular demand” Well documented Recognizable Involved writing
EXAMPLE: PICTURES BY MEESCHRIJVERS 2,623 pageviews Big hit on Facebook
Key to success: Call to action: “send us
your rainbow pictures” Everyone saw this Everybody likes to be
published Competition!
EXAMPLE: CROWD SOURCED NEWS The Garbage Map:
Hundreds of tips & articles Map received 20,000 clicks in first two weeks Municipality reacts and takes action
EXAMPLE: SERIES OF A MEESCHRIJVER “Tijger” in the city forrest:
Every week one article 25 articles in total We might publish a book
EXAMPLE: SERIES OF A MEESCHRIJVER No journalists allowed in refugee camp (Groningen)
20 Stories from within the camp
Biased, non-journalistic, but authentic
Scoops day after day
EXAMPLE: COMMENTS THAT SOLVE
Museum exposed as visitor-unfriendly Museum takes action
EXAMPLE: PRAISE FROM THE COMMUNITY
Communitymanager is part of the community 4 articles by meeschrijvers at her birthday
ONLINE & OFFLINE MEETINGS
Community managers organise events, drinks, library meetings, etc
FUNDING DICHTBIJ
Lots of experiments, and lots of plans, but…
…up to now only one thing works really well:
display advertising
(+/- 80% of revenue is from buttons & banners)
DICHTBIJ ON TELEGRAAF.NL
The brilliant move: 40% of all visits come from Telegraaf.nl
The Hyperlocal Highway
THE MANY CROSSROADS
IS DICHTBIJ A SUCCESS?
IS DICHTBIJ A SUCCESS?
BUT IS DICHTBIJ A STABLE SUCCESS?
COMPARED TO 1 YEAR AGO: YES!
HARDLY. . .
GARANTEES FOR THE FUTURE? Only if we succeed for ourselves:
Break even in 2013 New business models as an add-on to display New (related?) local activities Useful for other parts of TMG Fitting in the company’s (and shareholders’) strategy
www.dichtbij.nl http://dodebomen.nl
Facebook.com/dodebomen Frankfurt, 19 Juni 2013
Bart Brouwers @brewbart slideshare.net/brewbart [email protected]
Thank you for your time!
