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
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Legitimate Business#1
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Legitimate Business
• Business Skills• Resource Library• Commercialisation of Tinkering
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Agenda
• Legitimate Business• Your Host• Subject Matter• Workshop
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Sectors
• Marketing & Communications• Legal & Accounting• Financing• Career Development
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Your Host
• Past• Present• Future
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Subject Evolution
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Marketing & Comms
• Subject Overlap• Traditional Methods:– One way– Broadcast– Iterative
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Digital Marketing & Comms
• Self-published• Direct• Targeted
Social Media• Two way• Transparent
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Digital Stategy
• Strategic– Large-scale– Objective-focused
• Covers All Digital–Media–Marketing– Technology
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Digital Context
Strategic Levels
Grand Strategy
Digital Strategy - Definition
Strategy Tactics
Corp. Strategy Digital Strategy Digital Tactics
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Strategy Tactics ExecutionResearch
Measurement & Optimisation
Strategic Process for Projects
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Stage 1: Context (Research)
• Story• Objective(s)• Market• Audience
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One ideaProduct/
Organisation
Context/Environment
Objectives
A Structured Approach to Strategy
Stage 2: Strategy Formation
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. . . 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
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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
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Digital StrategyCase Studies
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ObjectiveEliminate poverty
StrategyEmpower the education of the poorest people
TacticProvide internet-ready laptops for all poor children
One Laptop Per Child
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IdeaMany poor people are honest and entrepreneurial
StrategyConnect kind Westerners with those in need
TacticOnline micro-lending community
Kiva
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ObjectiveGet funding for new sci/tech/eco projects
StrategyMake funding a game for all to play
Tactic99¢ donations and points for actions
Armchair Revolutionary
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ChallengeUnstick a rigid old master
StrategyShare the love
TacticBuild a community of adult Lego lovers
Lego
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Trends
Content Curators
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Trends
Clean Tech
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Trends
Biofeedback WearablesArduino
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Trends
The Game Layer
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Mobile
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?
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What About Us?
• Tech Approach• Self-application• Community & LegBiz Development:– Resources– Easy to Update