Via Media CEO, Anthony Coles, presenting at the KM (Knowledge Management) Australia Conference in Melbourne in July on the challenges of using social networking sites on Government projects. (but the punters love them)
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Transcript
1. Web 2.0 in a 1.0 World Peta Pash Anthony Coles A MEGA
Experience KM Australia Tuesday 21 st July, 2008
2. Overview of Session
1. Background
Presenters
MEGA
2. The NING thing
Challenge
Recommendations
Implementation
Results
3. Summary of Key Learnings
3. 1. Background - Presenters
Anthony Coles
20 yrs in marketing & communications
Leo Burnett, Hero Communications, Starcom
15 in digital marketing
Empire Ridge (SA), Via Media
Industry Involvement
Past President Australian Marketing Institute (SA) (AFAMI,
CPM)
Vice President Australian Interactive Media Industry
Association
Lecturer, Digital Media, (AFA, ADMA, MFA, AICD, Internet
Uni)
Connect
LinkedIn, Facebook,
4. 1. Background - Presenters
Peta Pash
20 years with SA Government
Department of Employment, Further Education, Science &
Technology
Currently National Project Manager, MEGA
Mobile Enterprise Growth Alliance
Previously Education Manager, Creative & IT industries
TAFESA
5. 1. Background - MEGA
MEGA (Mobile Enterprise Growth Alliance)
is a workshop lab within which ideas for mobile content and
applications are developed with the direct supervision of
Australia's leading industry experts, before being pitched to a
panel of investors.
With the support of private enterprise, education and
government, the program is running in SA, Vic & NSW.
Our simple goal is to grow the capacity and capabilities of the
Australian mobile industry.
www.mega.org.au
6.
Background MEGA Participants
7. 1. Background Program/ Presenters
Market Research and Analysis Paul Daly, mNet Corporation
Idea Generation & Evaluation Graham Kennelly, Kee
Technology
Business Case Noel Lyndsay, Prof Innovation, Adelaide
University
Feasibility Testing - panel
Business Proposal Christine Chromarty, ICT Council
Pitch Skills Leila Henderson, Times8 & David Griggs,
Speakers Studio
Pitch Day x6 (Sydney, Melbourne, Brisbane)
8. 1. Background MEGA 08 Outcomes
Mobile/Digital Content and IT Companies
Development of staff in innovation and commercialization
New products
Meet potential new employees with appropriate skill sets
Pitch to potential investors
Individuals (professionals, graduates and students)
Collaborate with people with complementary skills to create
start- ups
Increase skills for employment
Meet potential employees
Pitch to potential investors
9. 1. Background MEGA Future
Pitch Days coming up in Sydney and Melbourne
2009 Sydney (+ ACT), Melbourne (+ Tas), Brisbane, Adelaide
Customised support for participants
Online collaboration
10. 2. The NING thing - Background
Need a Communications Strategy:
MEGA SA to become MEGA AU
Needed to present a professional face to National sponsors,
participants and media
The brand needed to be more clearly defined and
represented
Online support required for participants
11. 2. The NING thing
Where we were(1.0)
12. 2. The NING thing
Who we needed to talk to
People in the mobile space Telcos & Device Manufacturers
Applications Developers Government/ Business Services Content
Producers SPONSORS - Govt. - Commercial
A demanding, AWOL, audience (launched 20th Dec 07)
Recommendation
Leverage passion and networks of participants
Leverage social networking tools to drive communications
Response from Stakeholders
14. 2. The NING thing
Build us a website
15. 2. The NING thing
Public Website Content
History
Program
Alumni
Registration forms
Sponsors listings
Sponsorship proposals
+
RSS newsfeeds
Mobile news alerts (SMS)
Email
+
16. 2. The NING thing
Ning.com - Open Social Network Platform
1 st developed in 2004
Invested in by Marc Andreessen* in 2007 ($15M)
2008 2 nd round funding ($100M)
230,000+ networks
1,000 new per day
Delivering the expected functionality of a web-savvy
audience
(* - Sold Netscape to AOL for $4B)
17. 2. The NING thing - Implementation blogs Member activity
groups
18. 2. The NING thing - Implementation forums badges
Calendar
19. 2. The NING thing - Implementation photos swiki
20. 2. The NING thing - Implementation videos
21. 2. The NING thing - Implementation Personal profiles
22. 2. The NING thing network presence
23. 3. Results and Learnings - 1.0 in a 2.0 World
Patience
Dont expect people to get what youre on about
Value builds over time, content will come
Passion
You need passionate people to drive the content
Passionate people to facilitate the participation
People
Cumulative, exponential, network-effect growth
Be surprised
Push
By all means possible
Networks, Email, PR, Presentations, Pitching
24. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au -
4,600+ visits
mega.ning.com
3,000+ visits
21,000 page views
ave 8min per session
25. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au -
78 countries
26. 3. Results and Learnings - 1.0 in a 2.0 World mega.ning.com
- 10 countries
27. 3. Results and Learnings - 1.0 in a 2.0 World No one knows
everything, everyone knows something, all knowledge resides in
humanity. Pierre Lvy, Collective Intelligence: Mankind's Emerging
World in Cyberspace , 1997
28. 3. Results and Learnings - 1.0 in a 2.0 World Hi Anthony I
think all social networking sites are good, and experience with
Ning was useful. It was a good place to learn what other groups are
up to. Most of the people have shared a lot of information, news
and events. One of the direct result is you feel motivated all the
time. When you log-in you feel that you are not the only one in the
world working on such projects but there are others around you
doing and trying the same thing. Also if you are after any
information, you feel more confident as at the back of your mind
you know you can contact someone. Overall it was a useful
experience. Cheers, Tapan Dave
29. 3. Results and Learnings - 1.0 in a 2.0 World
Individual level
Improved effectiveness
Improved job opportunities
Increased influence & power
Organisational level
Organisational learning
Improved innovation
Increased uptake (registrations)
Decreased dropout
Industry/ Community Level
Industry will contribute, (some freely), if they see some
return
Learners can access industry knowledge
Together, creates a community
30. 3. Results and Learnings - 1.0 in a 2.0 World Teigland,
Knowledge Networking , SSE, 2003 Contribution Reciprocity
Accumulation Value The positive spiral of social networks