Legitimate Business – Marketing/Comms #1: Digital Strategy

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

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What About Us?

• Tech Approach• Self-application• Community & LegBiz Development:– Resources– Easy to Update