edhat online community entrepreneurship & the community web december 6, 2009 usc annenberg...
Post on 21-Dec-2015
218 views
TRANSCRIPT
![Page 1: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/1.jpg)
EDHAT ONLINE COMMUNITYEntrepreneurship & the Community WebDecember 6, 2009USC Annenberg
Presented by: Peter Sklar
![Page 2: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/2.jpg)
Peter Sklar
• MA in Statistics from UC Santa Barbara• 80’s – developed POS software for PCs• dot.com years
– started early Internet mapping company– created and sold web design tools– designed and developed user interfaces– built an online community for web
developers
• 2003 – started Edhat Online Magazine
![Page 3: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/3.jpg)
![Page 4: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/4.jpg)
What is Edhat?
• Santa Barbara community website
• Started in 2003 with fun, original, local content
• A loyal following of people who love Santa Barbara
• In 2006, Santa Barbara News Press imploded
• Today it’s citizen news, public news, aggregated news, and collaborative news
• A place to discuss issues, share photos, ask questions, share expertise, and connect to others in the community
![Page 5: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/5.jpg)
![Page 6: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/6.jpg)
Market Leader
• More hits than any other website in town
– radio stations
– newspapers
– television stations
• We get 1 million hits/month in a market of only 200,000 people
• Local and repeat visitors
• Alexa Rank of 49,703
![Page 7: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/7.jpg)
![Page 8: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/8.jpg)
Keys To Our Success
• Persistence and dedication
• Fresh content all day long
• Always have the scoop
• No story left behind
• Happy and quirky
• Focus on readers, not advertisers
![Page 9: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/9.jpg)
![Page 10: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/10.jpg)
Citizen Ed
• What is up?
• Emergencies
– Zaca Fire, Gap Fire, Tea Fire, Jesusita Fire
– School Lockdowns
• News no one else covers
– Conflict at Botanic Garden
• Sharing & Caring
• Adding elements of traditional journalism
![Page 11: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/11.jpg)
![Page 12: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/12.jpg)
Readers Want To Talk About
• Should people be allowed to take dogs to restaurants?
• Cell phone etiquette at Coffee Shops
• Can the County cut down my Jacaranda tree?
• Should teachers take vacation days before Thanksgiving?
• Best type of space heater to buy
![Page 13: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/13.jpg)
![Page 14: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/14.jpg)
Revenue Model
• Local advertising
• Voluntary paid subscriptions
![Page 15: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/15.jpg)
![Page 16: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/16.jpg)
Advertising
• Traditional advertising
– not our primary goal
– no pay for promotion
– no Google ads
• Social Media Marketing
– We’d rather have businesses be a part of our community than have them be outsiders selling to our readers
![Page 17: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/17.jpg)
![Page 18: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/18.jpg)
Paid Subscriptions
• We sell community, not content
• All content is available to all users no matter what their status
• Benefits of paid subscription:
– No guilt!
– Chance to win tickets to local events
– Identity on the Edhat Comments Board
![Page 19: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/19.jpg)
![Page 20: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/20.jpg)
The Identity Experiment
HYPOTHESIS:
• Identity is an important part of community
• People will pay for it
RESULTS:
• Trolls got mad and left
• Paid subscriptions increased 33%
• Some people didn’t care
![Page 21: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/21.jpg)
![Page 22: EDHAT ONLINE COMMUNITY Entrepreneurship & the Community Web December 6, 2009 USC Annenberg Presented by: Peter Sklar](https://reader030.vdocuments.site/reader030/viewer/2022032704/56649d595503460f94a39eab/html5/thumbnails/22.jpg)
Summary
• Edhat is a major media player in the Santa Barbara market
• Edhat is friendly, accessible, and non-elitist
• Edhat is Community
• Edhat is unique
• Our readers love us - we’re counting on them to support us