getting digital roadshow central (stirling): keynote by ewan mcintosh

Finding theTaking audiences forward with us

balance

Ewan McIntoshDirector, NoTosh Limiteddigital media | educationb: edu.blogs.comw: www.notosh.com

Saturday, 29 May 2010

ToshNo Limited

digital media | education


Come up with great ideasHelp others hone their great ideasMake ideas reality

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Go for thelowest common denominatormedium totell your story

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Mobile: 4.6 billion mobile phone users (versus 2 billion internet users) | 59% in developing countries 436,000 discarded in USA every day


[ Content warning ]


The amateur kingRip, Remix, RepublishParticipation culture

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Social storytelling marketingcrossplatformresearch


Social problem solvingsciencepoliticseducation


Social gamingvirtualreal


ScreenReach.com


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The idea is just the start


Which idea?Which audience?Which space?

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Which idea?

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Ideas born out of the frustration of an individual with first hand understanding of the ‘user pain’.



but lack an understanding of the closeness of the competition and the technology skills to see their idea turn into action. They require a technology person on the team.



but lack an understanding of the closeness of the competition and the technology skills to see their idea turn into action. They require a technology person on the team.

Market pull ideas


[yellow tail]Redefining the market to own it“Blue Ocean” thinking



0

25

50

75

100

VintageHeritage

High Price

Budget Wines Premium Wines


Eliminate Raise

Reduce Create


EliminateWine buff jargonThe wine’s ageMainstream media marketing

RaisePrice, compared to cheap, budget wines

ReduceDifferent grapes: oaky flavour onlyDifferent wines: red, white, roséHeritage of vineyard

CreateEasy drinking image (like beer)Easier choice: red, white, roséSome fun



0

25

50

75

100

Vintage

Wine Jargon

Fun Bottle

[yellow tail] Budget Wines Premium Wines


Where do youcompete?Low PriceCustomer IntimacyProduct Innovation

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Low Price


Low Price

Product Innovation


Low Price

Product Innovation

CustomerIntimacy


Customer Intimate: Zappos

1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and A Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships with Communication7. Build a Positive Team and Family Spirit8. Do More With Less9. Be Passionate and Determined10. Be Humble


Product Innovation (which becameLow Price):Amazon

1. Customer Obsession: We start with the customer and work backwards.

2. Innovation: If you don't listen to your customers you will fail. But if you only listen to your customers you will also fail.

3. Bias for Action: We live in a time of unheralded revolution and insurmountable opportunity-provided we make every minute count.

4. Ownership: Owners think long-term, plead passionately for projects and ideas, are empowered to respectfully challenge decisions.

5. High Hiring Bar: "Will I admire this person? Will I learn from this person? Is this person a superstar?"

6. Frugality: We spend money on things that really matter and believe that frugality breeds resourcefulness, self-sufficiency, and invention!


Cross The ChasmWhat happens when you move from geek to grandma?Geoffrey Moore


Beating On Price Dell, TK Maxx


Which audience?

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Who’s the customer?


Who’s the customer?What do you do that ‘solves their pain’?


Who’s the customer?What do you do that ‘solves their pain’?What qualitative value do you provide?


Who’s the customer?What do you do that ‘solves their pain’?What qualitative value do you provide?What quantitative value?


Who’s the customer?What do you do that ‘solves their pain’?What qualitative value do you provide?What quantitative value?How does it generate revenue?


Who’s the customer?What do you do that ‘solves their pain’?What qualitative value do you provide?What quantitative value?How does it generate revenue?What’s your plan to create more advantage over time?


Who’s the customer?What do you do that ‘solves their pain’?What qualitative value do you provide?What quantitative value?How does it generate revenue?What’s your plan to create more advantage over time?

Essential audience questions


Which space?

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Secret SpacesMobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

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Group SpacesBebo, Facebook, Tagged, Networked Gaming, etc

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Publishing SpacesLivejournal, Blogger, Flickr, Photobucket, Game Shops etc

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Performing SpacesSecond Life, World of Warcraft, Home, etc

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Participation SpacesMarches, Meetings, Markets, Events etc

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Data SpacesSunshine Foundation, data.gov.uk, etc

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Data SpacesSunshine Foundation, data.gov.uk, etc

Watching SpacesTelevision, Gigs, Theatre, Public RSS Readers etc ToshNo Limited



It’s not about being youngIt’s about being youthful- Mike Coulter’s digitalagency.com

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CognitiveAcademicLanguageProficiency



BasicInterpersonal

CommunicationSkill



BasicInterpersonal

CommunicationSkill

Shared languageShared literacy


The challenges ahead

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Do something.


Do something.Learn something: 100 hour challenge.


Do something.Learn something: 100 hour challenge.Go where your audiences are.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.Work out what value you bring them.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.Work out what value you bring them.Work out where you’re bringing them it.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.Work out what value you bring them.Work out where you’re bringing them it.Don’t assume people know why you do what you do.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.Work out what value you bring them.Work out where you’re bringing them it.Don’t assume people know why you do what you do.Eliminate. Raise. Reduce. Create.


Do something.Learn something: 100 hour challenge.Go where your audiences are.Don’t guess. Ask.Work out who they are.Work out what value you bring them.Work out where you’re bringing them it.Don’t assume people know why you do what you do.Eliminate. Raise. Reduce. Create.Don’t stop doing things.


[email protected] media | education

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getting digital roadshow central (stirling): keynote by ewan mcintosh

Technology