legitimate business – marketing/comms #1: digital strategy
Post on 21-Oct-2014
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DESCRIPTION
Legitimate Business is an event series at Farset Labs in Belfast. Farset is a technically skilled community but there is a desire or opportunity for greater commercial skills. So Legitimate Business is our name for an event series aimed at developing these skills, to empower the community to launch their own ventures... successfully. Please forgive the crappy formatting – I was editing this until the last minute.TRANSCRIPT
Legitimate Business#1
Legitimate Business
• Business Skills• Resource Library• Commercialisation of Tinkering
Agenda
• Legitimate Business• Your Host• Subject Matter• Workshop
Sectors
• Marketing & Communications• Legal & Accounting• Financing• Career Development
Your Host
• Past• Present• Future
Subject Evolution
Marketing & Comms
• Subject Overlap• Traditional Methods:– One way– Broadcast– Iterative
Digital Marketing & Comms
• Self-published• Direct• Targeted
Social Media• Two way• Transparent
Digital Stategy
• Strategic– Large-scale– Objective-focused
• Covers All Digital–Media–Marketing– Technology
Digital Context
Strategic Levels
Grand Strategy
Digital Strategy - Definition
Strategy Tactics
Corp. Strategy Digital Strategy Digital Tactics
Strategy Tactics ExecutionResearch
Measurement & Optimisation
Strategic Process for Projects
Stage 1: Context (Research)
• Story• Objective(s)• Market• Audience
One ideaProduct/
Organisation
Context/Environment
Objectives
A Structured Approach to Strategy
Stage 2: Strategy Formation
. . . microblogging e-books microsites IM VoIP social networking podcasting websites
e-mail tagging blogging commenting crowdsourcing networked
computing apps gaming
e--commerce cloud computing audio meta data adverts file
sharing search aggregating . . .
Digital Tactical Universe
Stage 3: Tactics
Strategy:Explore Strange
New Worlds
Digital Tactics – 2: Examples
Strategy:Spread Ideas
Strategy:Digitise world’s
books
Tactic(s): Video cloud, user
categorisation
Tactic: Networked Computing
Tactic: CAPTCHA
Digital StrategyCase Studies
ObjectiveEliminate poverty
StrategyEmpower the education of the poorest people
TacticProvide internet-ready laptops for all poor children
One Laptop Per Child
IdeaMany poor people are honest and entrepreneurial
StrategyConnect kind Westerners with those in need
TacticOnline micro-lending community
Kiva
ObjectiveGet funding for new sci/tech/eco projects
StrategyMake funding a game for all to play
Tactic99¢ donations and points for actions
Armchair Revolutionary
ChallengeUnstick a rigid old master
StrategyShare the love
TacticBuild a community of adult Lego lovers
Lego
Trends
Content Curators
Trends
Clean Tech
Trends
Biofeedback WearablesArduino
Trends
The Game Layer
Mobile
?
What About Us?
• Tech Approach• Self-application• Community & LegBiz Development:– Resources– Easy to Update