In this guest post, Damian Radcliffe highlights some recent developments in the intersection between hyper-local SoLoMo (social, location, mobile). His more detailed slides looking at 20 developments across the sector during the last two months of 2011 are cross-posted at the bottom of this article.

Facebook’s recent purchase of location-based service Gowalla (Slide 19 below,) suggests that the social network still thinks there is a future for this type of “check in” service. Touted as “the next big thing” ever since Foursquare launched at SXSW in 2009, to date Location Based Services (LBS) haven’t quite lived up to the hype.

Certainly there’s plenty of data to suggest that the public don’t quite share the enthusiasm of many Silicon Valley investors. Yet.

Part of their challenge is that not only is awareness of services relatively low – just 30% of respondents in a survey of 37,000 people by Forrester (Slide 27) – but their benefits are also not necessarily clearly understood.

In 2011, a study by youth marketing agency Dubit found about half of UK teenagers are not aware of location-based social networking services such as Foursquare and Facebook Places, with 58% of those who had heard of them saying they “do not see the point” of sharing geographic information.

Safety concerns may not be the primary concern of Dubit’s respondents, but as the “Please Rob Me” website says: “….on one end we’re leaving lights on when we’re going on a holiday, and on the other we’re telling everybody on the internet we’re not home… The danger is publicly telling people where you are. This is because it leaves one place you’re definitely not… home.”

Reinforcing this concern are several stories from both the UK and the US of insurers refusing to pay out after a domestic burglary, where victims have announced via social networks that they were away on holiday – or having a beer downtown.

For LBS to go truly mass market – and Forrester (see Slide 27) found that only 5% of mobile users were monthly LBS users – smartphone growth will be a key part of the puzzle. Recent Ofcom data reported that:

• Ownership nearly doubled in the UK between February 2010 and August 2011 (from 24% to 46%).
• 46% of UK internet users also used their phones to go online in October 2011.

For now at least, most of our location based activity would seem to be based on previous online behaviours. So, search continues to dominate.

Google in a recent blog post described local search ads as “so hot right now” (Slide 22, Sept-Oct 2011 update). The search giant launched hyper-local search ads a year ago, along with a “News Near You” feature in May 2011. (See: April-May 2011 update, Slide 27.)

Meanwhile, BIA/Kelsey forecast that local search advertising revenues in the US will increase from $5.1 billion in 2010 to $8.2 billion in 2015. Their figures suggest by 2015, 30% of search will be local.

The other notable growth area, location based mobile advertising, also offers a different slant on the typical “check in” service which Gowalla et al tend to specialise in. Borrell forerecasts this space will increase 66% in the US during 2012 (Slide 22).

The most high profile example of this service in the UK is O2 More, which triggers advertising or deals when a user passes through certain locations – offering a clear financial incentive for sharing your location.

Perhaps this – along with tailored news and information manifest in services such as News Near You, Postcode Gazette and India’s Taazza – is the way forward.

Jiepang, China’s leading Location-Based Social Mobile App, offered a recent example of how to do this. Late last year they partnered with Starbucks, offering users a virtual Starbucks badge if they “checked-in” at a Starbucks store in the Shanghai, Jiangsu and Zhejiang provinces. When the number of badges issued hit 20,000, all badge holders got a free festive upgrade to a larger cup size. When coupled with the ease of NFC technology deployed to allow users to “check in” then it’s easy to understand the consumer benefit of such a service.

Mine’s a venti gingerbread latte. No cream. Xièxiè.

Last year I was commissioned to write a report on ‘Social Media and News’ for the Open Society Media Program, as part of the ‘Mapping Digital Media’ series. The report is now available here (PDF).

As I say in the introduction, I focused on “the areas that are most strongly contested and hold the most importance for the development of news reporting”, namely:

• competition over copyright between individuals, news organisations, and social media platforms;
• the move to hyperlocal and international-scope publishing;
• the tensions between privacy and freedom of speech; and
• attempts by governments and corporations to control what happens online.

These and other developments (such as the growth of APIs which “connect the information that we consume with the information we increasingly embody”) are then explored with specific reference to issues of editorial independence, public interest and public service, pluralism and diversity, accountability, and freedom of expression.

That’s quite a lot to cover in 4,000 words. So for those who want to explore some of the issues or cases in more detail – or follow recent updates (and a lot has happened even since finishing the report) – I’ve been collecting related links at this Delicious ‘stack’, and on an ongoing basis at this tag.

In this guest post, Damian Radcliffe highlights some topline developments in the hyper-local space during 2011. He also asks for your suggestions of great hyper-local content from 2011. His more detailed slides looking at the previous year are cross-posted at the bottom of this article.

2011 was a busy year across the hyper-local sphere, with a flurry of activity online as well as more traditional platforms such as TV, Radio and newspapers.

The Government’s plans for Local TV have been considerably developed, following the Shott Review just over a year ago. We now have a clearer indication of the areas which will be first on the list for these new services and how Ofcom might award these licences. What we don’t know is who will apply for these licences, or what their business models will be. But, this should become clear in the second half of the year.

Whilst the Leveson Inquiry hasn’t directly been looking at local media, it has been a part of the debate. Claire Enders outlined some of the challenges facing the regional and local press in a presentation showing declining revenue, jobs and advertising over the past five years. Her research suggests that the impact of “the move to digital” has been greater at a local level than at the nationals.

Across the board, funding remains a challenge for many. But new models are emerging, with Daily Deals starting to form part of the revenue mix alongside money from foundations and franchising.

And on the content front, we saw Jeremy Hunt cite a number of hyper-local examples at the Oxford Media Convention, as well as record coverage for regional press and many hyper-local outlets as a result of the summer riots.

I’ve included more on all of these stories in my personal retrospective for the past year.

One area where I’d really welcome feedback is examples of hyper-local content you produced – or read – in 2011. I’m conscious that a lot of great material may not necessarily reach a wider audience, so do post your suggestions below and hopefully we can begin to redress that.

In this guest post Ofcom’s Damian Radcliffe cross-publishes his latest presentation on developments in hyperlocal publishing for September-October, and highlights how partnerships are increasingly important for hyper-local, regional and national media in terms of “making it pay”.

When producing my latest bi-monthly update on hyper-local media, I was struck by the fact that media sales partnerships suddenly seem to be all the rage.

In a challenging economic climate, a number of media providers – both big and small – have recently come together to announce initiatives aimed at maximising economies of scale and potentially reducing overheads.

At a hyperlocal level, the launch on 1^st November of the Chicago Independent Advertising Network (CIAN), saw 15 Chicago community news sites coming together to offer a single point of contact for advertisers. These sites “collectively serve more than 1 million page views each month.”

This initiative follows in the footsteps of other small scale advertising alliances including the Seattle Indie Ad Network and Boston Blogs.

These moves – bringing together a range of small scale location based websites – can help address concerns that hyper-local sites are not big enough (on their own) to unlock funding from large advertisers.

CIAN also aims to address a further hyper-local concern: that of sales skills. Rather than having a hyperlocal practitioner add media sales to an ever expanding list of duties, funding from the Chicago Community Trust and the Knight Community Information Challenge allows for a full-time salesperson.

Big Media is also getting in on this act.

In early November Microsoft, Yahoo! and AOL agreed to sell each other’s unsold display ads. The move is a response to Google and Facebook’s increasing clout in this space.

Reuters reported that both Facebook and Google are expected to increase their share of online display advertising in the United States in 2011 by 9.3% and 16.3%.

In contrast, AOL, Microsoft and Yahoo are forecast to lose share, with Facebook expected to surpass Yahoo for the first time.

Similarly in the UK, DMGT’s Northcliffe Media, home to 113 regional newspapers, recently announced it was forging a joint partnership with Trinity Mirror’s regional sales house, AMRA.

This will create a commercial proposition encompassing over 260 titles, including nine of the UK’s 10 biggest regional paid-for titles. Like The Microsoft, Yahoo! and AOL arrangement, this new partnership comes into effect in 2012.

These examples all offer opportunities for economies of scale for media outlets and potentially larger potential reach and impact for advertisers.  Given these benefits, I wouldn’t be surprised if we didn’t see more of these types of partnership in the coming months and years.

Damian Radcliffe is writing in a personal capacity.

Other topics in his current hyperlocal slides  include Sky’s local pilot in NE England and research into the links between tablet useand local news consumption. As ever, feedback and suggestions for future editions are welcome.

A research paper I’ve contributed to, with Jean-Christophe Pascal and Neil Thurman, on a regional publisher’s experiment with hyperlocal publishing, has now been published on City University’s website. You can download the full PDF from here.

Hold The Front Page (which is part-owned by Northcliffe, the subject of the research), reported on the research here, which includes a response from Northcliffe.

Ofcom’s Damian Radcliffe produces a regular round-up of developments in hyperlocal publishing. In this guest post he cross-publishes his latest presentation for this summer, as well as the background to the reports.

Ofcom’s 2009 report on Local and Regional Media in the UK identified the increasing role that online hyperlocal media is playing in the local and regional media ecology.

New research in the report identified that

“One in five consumers claimed to use community websites at least monthly, and a third of these said they had increased their use of such websites over the past two years.”

That was two years ago, and since then, this nascent sector has continued to evolve, with the web continuing to offer a space and platform for community expression, engagement and empowerment.

The diversity of these offerings is manifest in the Hyperlocal Voices series found on this website, as well as Talk About Local’s Ten Questions feature, both of which speak to hyperlocal practitioners about their work.

For a wider view of developments in this sector, you may want to look at the bi-monthly series of slides I publish on SlideShare every two months.

Each set of slides typically outlines 20 recent hyperlocal developments; usually 10 from the UK and 10 from the US.

Topics in the current edition include Local TV, hyperlocal coverage of the recent England riots, the rise of location based deals and marketing, as well as the FCC’s report on The Information Needs of Communities.

Feedback and suggestions for future editions – including omissions from current slides – are actively welcomed.

Yessi Bello continues the Hyperlocal Voices series with an interview with JesmondLocal‘s Ian Wylie, who decided to dabble in local journalism after taking voluntary redundancy from a national newspaper. Still viewed as a “pro-bono”, ” good thing to do” Jesmond Local has now become an integral part of the Jesmond Community.

1)Who were the people behind the blog, and what where their backgrounds?

After 15 years working for The Guardian as a reporter, features writer and finally section editor, I took voluntary redundancy in 2009, and began thinking about what I would do with the next chapter of my career. I’d been involved mostly in national newspaper and magazine journalism, so local journalism was something I hadn’t dabbled in before.

The concept of “hyperlocal” fascinated me as an area for me to explore and an opportunity for me also to “give something back”. I discovered that Newcastle University lecturer David Baines had a research interest in the subject. We met to discuss and he suggested I offer some of his students the chance to launch a hyperlocal website, which we did almost exactly a year ago.

I view Jesmond Local, at the moment, as a “pro-bono” “good thing to do”. I don’t make any money from it (yet) and have to juggle the time I spend on it with my freelance writing for the Financial Times, Guardian, easyJet, Monocle and Management Today.

2) When did you set up the blog and how did you go about it?

My background is newspapers, so I approached it from the viewpoint of, if I was one of the local newspaper pioneers transported into the future to 2010, what would I do? How would I best serve the interests of a small community like Jesmond (population 10,000). And since my background is news, I felt that news had to be at the core of what we do. That “news” would provide the “stickiness” that kept readers coming back.

I found a relevant WordPress theme called “The Local” and starting by posting straightforward 200-word news stories. As time has gone on we’ve expanded our news story-telling into slideshows, video, podcasts, live blogs etc. We’ve added a local events diary, a discussion forum and, of course, a Facebook fan page and Twitter service.

3) What other blogs, bloggers or websites influenced you?

I had a look at all the usual UK hyperlocal sites that get a lot of press, and also at some in the US and Europe (I liked the idea of the cafe-newsroom approach at Nasa Adresa… before it shut).

But to be honest I haven’t taken too much notice of what other people have done because a) hyperlocals tend to be made in the likeness of their creators and b) the reasons a hyperlocal succeeds or fails depend to a large degree on the nature of the community they serve. No two journalists and no two communities are alike!

4) How did – and do – you see yourself in relation to a traditional news operation?

I don’t see JesmondLocal as running in competition with the local, traditional news outlets. It serves as an accompaniment. If I thought we were giving Jesmond people something they could already get elsewhere then, believe me, I wouldn’t be doing this!

I think we’re the same in the sense that (I hope) we have the same commitment to good, principled news values. But whereas I think traditional news organisations see hyperlocal as a sticking plaster for their commercial woes, I hope hyperlocal sites like JesmondLocal are about creating and strengthening community in places like Jesmond. There’s lots going on already in Jesmond, but the community needs to know about it if those events, clubs and activities are going to flourish and succeed.

A steady flow of information about what’s going on/available in the community might also encourage and inspire other people to get involved and/or create their own community projects. So it’s about sustaining communities.

And I think we’re also different in the way we aim to sustain local journalism. I’m acutely aware that young, aspiring journalists don’t have the same opportunities for on-the-job training that I did 20 years ago. So by taking on 20 or so student volunteers each academic year, JesmondLocal tries to help would-be journalists learn and refine their skills at a local level.

I’m also excited about helping other people in the Jesmond community do the same thing – and pass on to them the important skills of news-gathering, reporting, writing, producing etc.

My next challenges are two-fold: I need to make it financially sustainable, which means getting local businesses to pay for advertising and other services, and explore possible funding options.

And secondly, I want to get the community more involved in generating and creating the content. I feel the balance is a little too “top down” at the moment, rather than coming from the local people for whom the site has been created.

5) What have been the key moments in the blog’s development editorially?

So far the key developments editorially have been our media sponsorship of the local community festival, which introduced us to the people who run all the different community groups in Jesmond; the May local elections, during which we ran our own live-blogged hustings, which introduced us to the political movers and shakers of Jesmond; an ongoing “local heroes” project which is helping us become more confident in our film-making skills; and our breaking of small, but locally significant stories, such as the arrival of a new Waitrose in Jesmond.

From my traditional, newspaper background I’m also beginning to understand how news can be communicated in many different ways. For example, some days our news-reporting is all done in tweets.

6) What sort of traffic do you get and how has that changed over time?

To be honest, I don’t look at our Google Analytics too often, but daily uniques range from 50 to 300. We tend to get the biggest spike when I send out an email newsletter. I’ve discovered (to my cost) that offline advertising is very ineffective.

While I’ve been blogging my series of interviews with hyperlocal bloggers I’ve come across a few more elsewhere that may be of interest – and thought it worth linking to them here.

Talk About Local is running a ‘Ten Questions’ series of interviews along the same lines.

Nick Booth of Podnosh (which I work for) is writing a blog about hyperlocal bloggers on the BBC website. He has also  interviewed Steph Jennings and James Clark of WV11 – audio embedded below:

[audio:http://audioboo.fm/boos/194465-steph-jennings-and-james-clark-of-wv11.mp3]

I recently had Ventnor Blog founder Simon Perry talk to students on the MA in Online Journalism that I teach at Birmingham City University. Samuel Negredo filmed part of his visit, which can be seen on his blog post about the visit and is also embedded below:

Also interviewed elsewhere – by Philip John – is Brownhills Bob.

Lara O’Reilly interviews Dave Lee about Olympic Borough.

And in the US, Bob Yoder of the Redmond Neighborhood Blog is interviewed by Outside.in, which also gets some tips from Elllie Ashford in Annandale.

This post forms part of the Carnival of Journalism, whose theme this month is universities’ roles in their local community.

In traditional journalism the concept of community is a broad one, typically used when the speaker really means ‘audience’, or ‘market’.

In a networked age, however, a community is an asset: it is a much more significant source of information than in other media; an active producer of content; and, perhaps most importantly, at the heart of any online distribution system.

You can see this at work in some of the most successful content startups of the internet era – Boing Boing, The Huffington Post, Slashdot – and even in mainstream outlets such as The Guardian, with, for example, its productive community around the Data Blog.

Any fledgling online journalism operation which is not based on a distinct community is, to my thinking, simply inefficient – and any journalism course that features an online element should be built on communities – should be linking in to the communities that surround it.

Teaching community-driven journalism

My own experience is that leaving the walls of academia behind and hosting classes wherever the community meets can make an enormous difference. In my MA in Online Journalism at Birmingham City University, for example, the very first week is not about newsgathering or blogging or anything to do with content: it’s about community, and identifying which one the students are going to serve.

To that end students spend their induction week attending the local Social Media Cafe, meeting local bloggers and understanding that particular community (one of whom this year suggested the idea that led to Birmingham Budget Cuts). We hold open classes in a city centre coffee shop so that people from Birmingham can drop in: when we talked about online journalism and the law, there were bloggers, former newspaper editors, and a photographer whose contributions turned the event into something unlike anything you’d see in a classroom.

And students are sent out to explore the community as part of learning about blogging, or encouraged to base themselves physically in the communities they serve. Andy Brightwell and Jon Hickman’s hyperlocal Grounds blog is a good example, run out of another city centre coffee shop in their patch.

In my online journalism classes at City University in London, meanwhile (which are sadly too big to fit in a coffee shop) I ask students to put together a community strategy as one of their two assignments. The idea is to get them to think about how they can produce better journalism – that is also more widely read – by thinking explicitly about how to involve a community in its production.

Community isn’t a postcode

But I’ve also come to believe that we should be as flexible as possible about what we mean by community. The traditional approach has been to assign students to geographical patches – a relic of the commercial imperatives behind print production. Some courses are adapting this to smaller, hyperlocal, patches for their online assessment to keep up with contemporary developments. This is great – but I think it risks missing something else.

One moment that brought this home to me was when – in that very first week – I asked the students what they thought made a community. The response that stuck in my mind most was Alex Gamela‘s: “An enemy”. It illustrates how communities are created by so many things other than location (You could also add “a cause”, “a shared experience”, “a profession”, “a hobby” and others which are listed and explored in the Community part of the BASIC Principles of Online Journalism).

As journalism departments we are particularly weak in seeing community in those terms. One of the reasons Birmingham Budget Cuts is such a great example of community-driven journalism is that it addresses a community of various types: one of location, of profession, and of shared experience and – for the thousands facing redundancy – cause too. It is not your typical hyperlocal blog, but who would argue it does not have a strong proposition at its core?

There’s a further step, too, which requires particular boldness on the part of journalism schools, and innovativeness in assessment methods: we need to be prepared for students to create sites where they don’t create any journalism themselves at all. Instead, they facilitate its production, and host the platform that enables it to happen. In online journalism we might call this a community manager role – which will raise the inevitable questions of ‘Is It Journalism?’ But in traditional journalism, with the journalism being produced by reporters, a very similar role would simply be called being an editor.

PS: I spoke about this theme in Amsterdam last September as part of a presentation on ‘A Journalism Curriculum for the 21st Century’ at the PICNIC festival, organised by the European Journalism Centre. This is embedded below:

Slides can be found below:

Thanks to the massive interest in hyperlocal blogs a lot of journalism courses are either asking their students to create hyperlocal websites, or finding their students are creating them anyway. This post is to ask what your own experiences are on these lines?

PS: I’ve also created a Google Group on the topic should you want to exchange tips with others.