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Finding the balance
          Taking audiences forward with us




      Ewan McIntosh
      Director, NoTosh Limited
    ...
Saturday, 29 May 2010
                        N   o Tosh       Limited

                        digital media | education
Come up with great ideas
       Help others hone their great ideas
       Make ideas reality




Saturday, 29 May 2010
   ...
Go for the
       lowest common
       denominator
       medium to
       tell your story




Saturday, 29 May 2010
     ...
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Mobile: 4.6 billion mobile phone users (versus 2 billion internet users) | 59% in developing countries
             436,00...
Saturday, 29 May 2010
[ Content warning ]




Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
The amateur
       king
       Rip, Remix, Republish
       Participation culture




Saturday, 29 May 2010
              ...
Saturday, 29 May 2010
Social
       storytelling
       marketing
       crossplatform
       research
Saturday, 29 May 2010
Social
       problem
       solving
       science
       politics
       education
Saturday, 29 May 2010
Saturday, 29 May 2010
Social gaming
       virtual
       real
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
The idea is
       just the start


Saturday, 29 May 2010
                        N   o Tosh       Limited

              ...
Which idea?




Saturday, 29 May 2010
                        N   o Tosh       Limited

                        digital me...
Saturday, 29 May 2010
Ideas born out of the frustration of an
   individual with first hand
   understanding of the ‘user pain’.




Saturday, 29...
Ideas born out of the frustration of an
   individual with first hand
   understanding of the ‘user pain’.

   but lack an ...
Market pull ideas
   Ideas born out of the frustration of an
   individual with first hand
   understanding of the ‘user pa...
Redefining the market to own it
                        [yellow tail]   “Blue Ocean” thinking


Saturday, 29 May 2010
100

                          Budget Wines            Premium Wines
                                                     ...
Eliminate   Raise




                        Reduce      Create




Saturday, 29 May 2010
Eliminate                        Raise
                  Wine buff jargon               Price, compared to cheap,
        ...
[yellow tail]            Budget Wines            Premium Wines




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


Saturday, 29 May 2010
Redefining the market to own it
                        [yellow tail]   “Blue Ocean” thinking


Saturday, 29 May 2010
Redefining the market to own it
                        [yellow tail]   “Blue Ocean” thinking


Saturday, 29 May 2010
Redefining the market to own it
                        [yellow tail]   “Blue Ocean” thinking


Saturday, 29 May 2010
Where do you
       compete?
       Low Price
       Customer Intimacy
       Product Innovation




Saturday, 29 May 2010...
Saturday, 29 May 2010
Low Price


Saturday, 29 May 2010
Product Innovation




                    Low Price


Saturday, 29 May 2010
Customer Intimate:
       Zappos
       1.	  Deliver WOW Through Service
       2.	  Embrace and Drive Change
       3.	  ...
Product Innovation
       (which became
       Low Price):
       Amazon
       1.   Customer Obsession: We start with the...
Saturday, 29 May 2010
Saturday, 29 May 2010
What happens when you move
                        Cross The Chasm   from geek to grandma?
                               ...
Beating On Price   Dell, TK Maxx


Saturday, 29 May 2010
Which audience?



Saturday, 29 May 2010
                        N   o Tosh       Limited

                        digital...
Saturday, 29 May 2010
Who’s the customer?




Saturday, 29 May 2010
Who’s the customer?
   What do you do that ‘solves their pain’?




Saturday, 29 May 2010
Who’s the customer?
   What do you do that ‘solves their pain’?
   What qualitative value do you provide?




Saturday, 29...
Who’s the customer?
   What do you do that ‘solves their pain’?
   What qualitative value do you provide?
   What quantita...
Who’s the customer?
   What do you do that ‘solves their pain’?
   What qualitative value do you provide?
   What quantita...
Who’s the customer?
   What do you do that ‘solves their pain’?
   What qualitative value do you provide?
   What quantita...
Essential audience questions

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


Saturday, 29 May 2010
                        N   o Tosh       Limited

                        digital med...
Saturday, 29 May 2010
                        N   o Tosh       Limited

                        digital media | education
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers




Saturday, 29 May 20...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

                      ...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

                      ...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

                      ...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

                      ...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

                      ...
Secret Spaces
                 Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers

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




S...
Saturday, 29 May 2010
Cognitive
                        Academic
                        Language
                        Proficiency




Saturda...
Basic        Cognitive
                         Interpersonal   Academic
                        Communication    Language...
Basic        Cognitive
                         Interpersonal   Academic
                        Communication    Language...
Basic        Cognitive
                             Interpersonal   Academic
                            Communication    ...
Basic        Cognitive
                             Interpersonal   Academic
                            Communication    ...
Saturday, 29 May 2010
Saturday, 29 May 2010
Saturday, 29 May 2010
The challenges ahead




Saturday, 29 May 2010
                          N  o Tosh       Limited

                        ...
Saturday, 29 May 2010
Do something.




Saturday, 29 May 2010
Do something.
   Learn something: 100 hour challenge.




Saturday, 29 May 2010
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.




Saturday, 29 May 2010
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.




Saturday, 2...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
Do something.
   Learn something: 100 hour challenge.
   Go where your audiences are.
   Don’t guess. Ask.
   Work out who...
ewan@notosh.com
       www.notosh.com
       digital media | education




Saturday, 29 May 2010
                         ...
Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh
Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh
Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh
Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh
Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh
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Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh

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Transcript of "Getting Digital Roadshow Central (Stirling): Keynote by Ewan McIntosh"

  1. 1. Finding the balance Taking audiences forward with us Ewan McIntosh Director, NoTosh Limited digital media | education b: edu.blogs.com w: www.notosh.com Saturday, 29 May 2010
  2. 2. Saturday, 29 May 2010 N o Tosh Limited digital media | education
  3. 3. Come up with great ideas Help others hone their great ideas Make ideas reality Saturday, 29 May 2010 N o Tosh Limited digital media | education
  4. 4. Go for the lowest common denominator medium to tell your story Saturday, 29 May 2010 N o Tosh Limited digital media | education
  5. 5. Saturday, 29 May 2010
  6. 6. Saturday, 29 May 2010
  7. 7. Saturday, 29 May 2010
  8. 8. Mobile: 4.6 billion mobile phone users (versus 2 billion internet users) | 59% in developing countries 436,000 discarded in USA every day Saturday, 29 May 2010
  9. 9. Saturday, 29 May 2010
  10. 10. [ Content warning ] Saturday, 29 May 2010
  11. 11. Saturday, 29 May 2010
  12. 12. Saturday, 29 May 2010
  13. 13. Saturday, 29 May 2010
  14. 14. Saturday, 29 May 2010
  15. 15. Saturday, 29 May 2010
  16. 16. Saturday, 29 May 2010
  17. 17. Saturday, 29 May 2010
  18. 18. The amateur king Rip, Remix, Republish Participation culture Saturday, 29 May 2010 N o Tosh Limited digital media | education
  19. 19. Saturday, 29 May 2010
  20. 20. Saturday, 29 May 2010
  21. 21. Social storytelling marketing crossplatform research Saturday, 29 May 2010
  22. 22. Saturday, 29 May 2010
  23. 23. Social problem solving science politics education Saturday, 29 May 2010
  24. 24. Saturday, 29 May 2010
  25. 25. Social gaming virtual real Saturday, 29 May 2010
  26. 26. ScreenReach.com Saturday, 29 May 2010
  27. 27. Saturday, 29 May 2010
  28. 28. Saturday, 29 May 2010
  29. 29. Saturday, 29 May 2010
  30. 30. Saturday, 29 May 2010
  31. 31. Saturday, 29 May 2010
  32. 32. Saturday, 29 May 2010
  33. 33. The idea is just the start Saturday, 29 May 2010 N o Tosh Limited digital media | education
  34. 34. Which idea? Which audience? Which space? Saturday, 29 May 2010 N o Tosh Limited digital media | education
  35. 35. Which idea? Saturday, 29 May 2010 N o Tosh Limited digital media | education
  36. 36. Saturday, 29 May 2010
  37. 37. Ideas born out of the frustration of an individual with first hand understanding of the ‘user pain’. Saturday, 29 May 2010
  38. 38. 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. Saturday, 29 May 2010
  39. 39. Market pull ideas 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. Saturday, 29 May 2010
  40. 40. Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  41. 41. 100 Budget Wines Premium Wines 75 50 25 Vintage Heritage 0 High Price Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  42. 42. Eliminate Raise Reduce Create Saturday, 29 May 2010
  43. 43. Eliminate Raise Wine buff jargon Price, compared to cheap, The wine’s age budget wines Mainstream media marketing Reduce Create Different grapes: oaky Easy drinking image (like flavour only beer) Different wines: red, white, Easier choice: red, white, rosé rosé Heritage of vineyard Some fun Saturday, 29 May 2010
  44. 44. [yellow tail] Budget Wines Premium Wines 100 75 50 25 Vintage Wine Jargon 0 Fun Bottle Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  45. 45. Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  46. 46. Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  47. 47. Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  48. 48. Redefining the market to own it [yellow tail] “Blue Ocean” thinking Saturday, 29 May 2010
  49. 49. Where do you compete? Low Price Customer Intimacy Product Innovation Saturday, 29 May 2010 N o Tosh Limited digital media | education
  50. 50. Saturday, 29 May 2010
  51. 51. Low Price Saturday, 29 May 2010
  52. 52. Product Innovation Low Price Saturday, 29 May 2010
  53. 53. Product Innovation Customer Intimacy Low Price Saturday, 29 May 2010
  54. 54. Customer Intimate: Zappos 1. Deliver WOW Through Service 2. Embrace and Drive Change 3. Create Fun and A Little Weirdness 4. Be Adventurous, Creative, and Open-Minded 5. Pursue Growth and Learning 6. Build Open and Honest Relationships with Communication 7. Build a Positive Team and Family Spirit 8. Do More With Less 9. Be Passionate and Determined 10. Be Humble Saturday, 29 May 2010
  55. 55. Product Innovation (which became Low 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! Saturday, 29 May 2010
  56. 56. Saturday, 29 May 2010
  57. 57. Saturday, 29 May 2010
  58. 58. What happens when you move Cross The Chasm from geek to grandma? Geoffrey Moore Saturday, 29 May 2010
  59. 59. Beating On Price Dell, TK Maxx Saturday, 29 May 2010
  60. 60. Which audience? Saturday, 29 May 2010 N o Tosh Limited digital media | education
  61. 61. Saturday, 29 May 2010
  62. 62. Who’s the customer? Saturday, 29 May 2010
  63. 63. Who’s the customer? What do you do that ‘solves their pain’? Saturday, 29 May 2010
  64. 64. Who’s the customer? What do you do that ‘solves their pain’? What qualitative value do you provide? Saturday, 29 May 2010
  65. 65. Who’s the customer? What do you do that ‘solves their pain’? What qualitative value do you provide? What quantitative value? Saturday, 29 May 2010
  66. 66. 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? Saturday, 29 May 2010
  67. 67. 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? Saturday, 29 May 2010
  68. 68. Essential audience questions 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? Saturday, 29 May 2010
  69. 69. Which space? Saturday, 29 May 2010 N o Tosh Limited digital media | education
  70. 70. Saturday, 29 May 2010 N o Tosh Limited digital media | education
  71. 71. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Saturday, 29 May 2010 N o Tosh Limited digital media | education
  72. 72. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Saturday, 29 May 2010 N o Tosh Limited digital media | education
  73. 73. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Publishing Spaces Livejournal, Blogger, Flickr, Photobucket, Game Shops etc Saturday, 29 May 2010 N o Tosh Limited digital media | education
  74. 74. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Publishing Spaces Livejournal, Blogger, Flickr, Photobucket, Game Shops etc Performing Spaces Second Life, World of Warcraft, Home, etc Saturday, 29 May 2010 N o Tosh Limited digital media | education
  75. 75. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Publishing Spaces Livejournal, Blogger, Flickr, Photobucket, Game Shops etc Performing Spaces Second Life, World of Warcraft, Home, etc Participation Spaces Marches, Meetings, Markets, Events etc Saturday, 29 May 2010 N o Tosh Limited digital media | education
  76. 76. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Publishing Spaces Livejournal, Blogger, Flickr, Photobucket, Game Shops etc Performing Spaces Second Life, World of Warcraft, Home, etc Participation Spaces Marches, Meetings, Markets, Events etc Data Spaces o Tosh Sunshine Foundation, data.gov.uk, etc N Limited digital media | education Saturday, 29 May 2010
  77. 77. Secret Spaces Mobile, SMS, IM, Some Handheld Console Gaming , Private RSS Readers Group Spaces Bebo, Facebook, Tagged, Networked Gaming, etc Publishing Spaces Livejournal, Blogger, Flickr, Photobucket, Game Shops etc Performing Spaces Second Life, World of Warcraft, Home, etc Participation Spaces Marches, Meetings, Markets, Events etc Data Spaces o Tosh Sunshine Foundation, data.gov.uk, etc Watching Spaces Television, Gigs, Theatre, Public RSS Readers etc N Limited digital media | education Saturday, 29 May 2010
  78. 78. It’s not about being young It’s about being youthful - Mike Coulter’s digitalagency.com Saturday, 29 May 2010 N o Tosh Limited digital media | education
  79. 79. Saturday, 29 May 2010
  80. 80. Cognitive Academic Language Proficiency Saturday, 29 May 2010
  81. 81. Basic Cognitive Interpersonal Academic Communication Language Skill Proficiency Saturday, 29 May 2010
  82. 82. Basic Cognitive Interpersonal Academic Communication Language Skill Proficiency Saturday, 29 May 2010
  83. 83. Basic Cognitive Interpersonal Academic Communication Language Skill Proficiency Shared language Shared literacy Saturday, 29 May 2010
  84. 84. Basic Cognitive Interpersonal Academic Communication Language Skill Proficiency Shared language Shared literacy Saturday, 29 May 2010
  85. 85. Saturday, 29 May 2010
  86. 86. Saturday, 29 May 2010
  87. 87. Saturday, 29 May 2010
  88. 88. The challenges ahead Saturday, 29 May 2010 N o Tosh Limited digital media | education
  89. 89. Saturday, 29 May 2010
  90. 90. Do something. Saturday, 29 May 2010
  91. 91. Do something. Learn something: 100 hour challenge. Saturday, 29 May 2010
  92. 92. Do something. Learn something: 100 hour challenge. Go where your audiences are. Saturday, 29 May 2010
  93. 93. Do something. Learn something: 100 hour challenge. Go where your audiences are. Don’t guess. Ask. Saturday, 29 May 2010
  94. 94. Do something. Learn something: 100 hour challenge. Go where your audiences are. Don’t guess. Ask. Work out who they are. Saturday, 29 May 2010
  95. 95. 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. Saturday, 29 May 2010
  96. 96. 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. Saturday, 29 May 2010
  97. 97. 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. Saturday, 29 May 2010
  98. 98. 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. Saturday, 29 May 2010
  99. 99. 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. Saturday, 29 May 2010
  100. 100. ewan@notosh.com www.notosh.com digital media | education Saturday, 29 May 2010 N o Tosh Limited digital media | education

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