Web 2.0 in a 1.0 World Peta Pash Anthony Coles “A MEGA Experience” KM Australia Tuesday 21 st  July, 2008
Overview of Session <ul><li>1. Background </li></ul><ul><ul><li>Presenters </li></ul></ul><ul><ul><li>MEGA </li></ul></ul>...
1. Background - Presenters <ul><li>Anthony Coles </li></ul><ul><ul><li>20 yrs in marketing & communications </li></ul></ul...
1. Background - Presenters <ul><li>Peta Pash </li></ul><ul><ul><li>20 years with SA Government </li></ul></ul><ul><ul><li>...
1. Background - MEGA <ul><li>MEGA (Mobile Enterprise Growth Alliance) </li></ul><ul><li>…  is a workshop lab within which ...
<ul><li>Background – MEGA Participants </li></ul>
1. Background – Program/ Presenters <ul><li>Market Research and Analysis – Paul Daly, mNet Corporation </li></ul><ul><li>I...
1. Background – MEGA 08 Outcomes <ul><li>Mobile/Digital Content and IT Companies </li></ul><ul><ul><li>Development of staf...
1. Background – MEGA Future <ul><li>Pitch Days coming up in Sydney and Melbourne </li></ul><ul><li>2009 – Sydney (+ ACT), ...
2. The NING thing - Background <ul><li>Need a Communications Strategy: </li></ul><ul><li>MEGA SA to become MEGA AU </li></...
2. The NING thing <ul><li>Where we were…(1.0) </li></ul>
2. The NING thing <ul><li>Who we needed to talk to… </li></ul>People in the ‘mobile’ space Telcos  & Device Manufacturers ...
2. The NING thing <ul><li>What we had to work with.. </li></ul><ul><li>No ‘Comms’ budget </li></ul><ul><li>Limited operati...
2. The NING thing <ul><li>“ Build us a website” </li></ul>
2. The NING thing <ul><li>Public Website Content </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Program </li></u...
2. The NING thing <ul><li>Ning.com - Open Social Network Platform </li></ul><ul><li>1 st  developed in 2004 </li></ul><ul>...
2. The NING thing - Implementation blogs Member activity groups
2. The NING thing - Implementation forums badges Calendar
2. The NING thing - Implementation photos swiki
2. The NING thing - Implementation videos
2. The NING thing - Implementation Personal profiles
2. The NING thing network presence
3. Results and Learnings - 1.0 in a 2.0 World <ul><li>Patience </li></ul><ul><ul><li>Don’t expect people to ‘get’ what you...
3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 4,600+ visits <ul><li>mega.ning.com </li></ul><ul><li>3,000+ v...
3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 78 countries
3. Results and Learnings - 1.0 in a 2.0 World mega.ning.com - 10 countries
3. Results and Learnings - 1.0 in a 2.0 World ” No one knows everything,  everyone knows something,  all knowledge resides...
3. Results and Learnings - 1.0 in a 2.0 World Hi Anthony I think all social networking sites are good, and experience with...
3. Results and Learnings - 1.0 in a 2.0 World <ul><li>Individual level </li></ul><ul><ul><li>Improved effectiveness </li><...
3. Results and Learnings - 1.0 in a 2.0 World Teigland,  Knowledge Networking , SSE, 2003 Contribution Reciprocity Accumul...
Thank You www.mega.org.au viamedia.com.au
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The MEGA Experience - Social Networks in Government

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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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The MEGA Experience - Social Networks in Government

  1. 1. Web 2.0 in a 1.0 World Peta Pash Anthony Coles “A MEGA Experience” KM Australia Tuesday 21 st July, 2008
  2. 2. Overview of Session <ul><li>1. Background </li></ul><ul><ul><li>Presenters </li></ul></ul><ul><ul><li>MEGA </li></ul></ul><ul><li>2. The ‘NING’ thing </li></ul><ul><ul><li>Challenge </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><li>3. Summary of Key Learnings </li></ul>
  3. 3. 1. Background - Presenters <ul><li>Anthony Coles </li></ul><ul><ul><li>20 yrs in marketing & communications </li></ul></ul><ul><ul><ul><li>Leo Burnett, Hero Communications, Starcom </li></ul></ul></ul><ul><ul><li>15 in digital marketing </li></ul></ul><ul><ul><ul><li>Empire Ridge (SA), Via Media </li></ul></ul></ul><ul><ul><li>Industry Involvement </li></ul></ul><ul><ul><ul><li>Past President Australian Marketing Institute (SA) (AFAMI, CPM) </li></ul></ul></ul><ul><ul><ul><li>Vice President Australian Interactive Media Industry Association </li></ul></ul></ul><ul><ul><ul><li>Lecturer, Digital Media, (AFA, ADMA, MFA, AICD, Internet Uni) </li></ul></ul></ul><ul><ul><li>Connect </li></ul></ul><ul><ul><ul><li>LinkedIn, Facebook, </li></ul></ul></ul>
  4. 4. 1. Background - Presenters <ul><li>Peta Pash </li></ul><ul><ul><li>20 years with SA Government </li></ul></ul><ul><ul><li>Department of Employment, Further Education, Science & Technology </li></ul></ul><ul><ul><li>Currently National Project Manager, MEGA </li></ul></ul><ul><ul><ul><li>Mobile Enterprise Growth Alliance </li></ul></ul></ul><ul><ul><li>Previously Education Manager, Creative & IT industries </li></ul></ul><ul><ul><ul><li>TAFESA </li></ul></ul></ul>
  5. 5. 1. Background - MEGA <ul><li>MEGA (Mobile Enterprise Growth Alliance) </li></ul><ul><li>… 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. </li></ul><ul><li>With the support of private enterprise, education and government, the program is running in SA, Vic & NSW. </li></ul><ul><li>Our simple goal is to grow the capacity and capabilities of the Australian mobile industry. </li></ul><ul><li>www.mega.org.au </li></ul>
  6. 6. <ul><li>Background – MEGA Participants </li></ul>
  7. 7. 1. Background – Program/ Presenters <ul><li>Market Research and Analysis – Paul Daly, mNet Corporation </li></ul><ul><li>Idea Generation & Evaluation – Graham Kennelly, Kee Technology </li></ul><ul><li>Business Case – Noel Lyndsay, Prof Innovation, Adelaide University </li></ul><ul><li>Feasibility Testing - panel </li></ul><ul><li>Business Proposal – Christine Chromarty, ICT Council </li></ul><ul><li>Pitch Skills – Leila Henderson, Times8 & David Griggs, Speakers Studio </li></ul><ul><li>Pitch Day – x6 (Sydney, Melbourne, Brisbane) </li></ul>
  8. 8. 1. Background – MEGA 08 Outcomes <ul><li>Mobile/Digital Content and IT Companies </li></ul><ul><ul><li>Development of staff in innovation and commercialization </li></ul></ul><ul><ul><li>New products </li></ul></ul><ul><ul><li>Meet potential new employees with appropriate skill sets </li></ul></ul><ul><ul><li>Pitch to potential investors </li></ul></ul><ul><li>Individuals (professionals, graduates and students) </li></ul><ul><ul><li>Collaborate with people with complementary skills to create start- ups </li></ul></ul><ul><ul><li>Increase skills for employment </li></ul></ul><ul><ul><li>Meet potential employees </li></ul></ul><ul><ul><li>Pitch to potential investors </li></ul></ul>
  9. 9. 1. Background – MEGA Future <ul><li>Pitch Days coming up in Sydney and Melbourne </li></ul><ul><li>2009 – Sydney (+ ACT), Melbourne (+ Tas), Brisbane, Adelaide </li></ul><ul><li>Customised support for participants </li></ul><ul><li>Online collaboration </li></ul>
  10. 10. 2. The NING thing - Background <ul><li>Need a Communications Strategy: </li></ul><ul><li>MEGA SA to become MEGA AU </li></ul><ul><li>Needed to present a professional ‘face’ to National sponsors, participants and media </li></ul><ul><li>The brand needed to be more clearly defined and represented </li></ul><ul><li>Online support required for participants </li></ul>
  11. 11. 2. The NING thing <ul><li>Where we were…(1.0) </li></ul>
  12. 12. 2. The NING thing <ul><li>Who we needed to talk to… </li></ul>People in the ‘mobile’ space Telcos & Device Manufacturers Applications Developers Government/ Business Services Content Producers SPONSORS - Govt. - Commercial
  13. 13. 2. The NING thing <ul><li>What we had to work with.. </li></ul><ul><li>No ‘Comms’ budget </li></ul><ul><li>Limited operational resources (Project/ Event Managers) </li></ul><ul><li>A dispersed national ‘Stakeholder’ group </li></ul><ul><ul><li>With restricted internet access </li></ul></ul><ul><li>A demanding, AWOL, audience (launched 20th Dec ’07) </li></ul><ul><li>Recommendation </li></ul><ul><ul><li>Leverage passion and networks of participants </li></ul></ul><ul><ul><li>Leverage social networking tools to drive communications </li></ul></ul><ul><li>Response from Stakeholders… </li></ul>
  14. 14. 2. The NING thing <ul><li>“ Build us a website” </li></ul>
  15. 15. 2. The NING thing <ul><li>Public Website Content </li></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Program </li></ul></ul><ul><ul><li>Alumni </li></ul></ul><ul><ul><li>Registration forms </li></ul></ul><ul><ul><li>Sponsors listings </li></ul></ul><ul><ul><li>Sponsorship proposals </li></ul></ul><ul><li>+ </li></ul><ul><ul><li>RSS newsfeeds </li></ul></ul><ul><ul><li>Mobile news alerts (SMS) </li></ul></ul><ul><li>Email </li></ul><ul><li>+… </li></ul>
  16. 16. 2. The NING thing <ul><li>Ning.com - Open Social Network Platform </li></ul><ul><li>1 st developed in 2004 </li></ul><ul><li>Invested in by Marc Andreessen* in 2007 ($15M) </li></ul><ul><li>2008 2 nd round funding ($100M) </li></ul><ul><li>230,000+ networks </li></ul><ul><ul><li>1,000 new per day </li></ul></ul><ul><li>Delivering the ‘expected’ functionality of a web-savvy audience </li></ul>(* - Sold Netscape to AOL for $4B)
  17. 17. 2. The NING thing - Implementation blogs Member activity groups
  18. 18. 2. The NING thing - Implementation forums badges Calendar
  19. 19. 2. The NING thing - Implementation photos swiki
  20. 20. 2. The NING thing - Implementation videos
  21. 21. 2. The NING thing - Implementation Personal profiles
  22. 22. 2. The NING thing network presence
  23. 23. 3. Results and Learnings - 1.0 in a 2.0 World <ul><li>Patience </li></ul><ul><ul><li>Don’t expect people to ‘get’ what you’re on about </li></ul></ul><ul><ul><li>Value builds over time, content will come </li></ul></ul><ul><li>Passion </li></ul><ul><ul><li>You need passionate people to drive the content </li></ul></ul><ul><ul><li>Passionate people to facilitate the participation </li></ul></ul><ul><li>People </li></ul><ul><ul><li>Cumulative, exponential, network-effect growth </li></ul></ul><ul><ul><li>Be surprised </li></ul></ul><ul><li>Push </li></ul><ul><ul><li>By all means possible </li></ul></ul><ul><ul><li>Networks, Email, PR, Presentations, Pitching </li></ul></ul>
  24. 24. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 4,600+ visits <ul><li>mega.ning.com </li></ul><ul><li>3,000+ visits </li></ul><ul><li>21,000 page views </li></ul><ul><li>ave 8min per session </li></ul>
  25. 25. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 78 countries
  26. 26. 3. Results and Learnings - 1.0 in a 2.0 World mega.ning.com - 10 countries
  27. 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 Lévy, Collective Intelligence: Mankind's Emerging World in Cyberspace , 1997
  28. 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. 29. 3. Results and Learnings - 1.0 in a 2.0 World <ul><li>Individual level </li></ul><ul><ul><li>Improved effectiveness </li></ul></ul><ul><ul><li>Improved job opportunities </li></ul></ul><ul><ul><li>Increased influence & power </li></ul></ul><ul><li>Organisational level </li></ul><ul><ul><li>Organisational learning </li></ul></ul><ul><ul><li>Improved innovation </li></ul></ul><ul><ul><li>Increased uptake (registrations) </li></ul></ul><ul><ul><li>Decreased dropout </li></ul></ul><ul><li>Industry/ Community Level </li></ul><ul><ul><li>Industry will contribute, (some freely), if they see some return </li></ul></ul><ul><ul><li>Learners can access industry knowledge </li></ul></ul><ul><ul><li>Together, creates a community </li></ul></ul>
  30. 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
  31. 31. Thank You www.mega.org.au viamedia.com.au

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