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

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. Saturday, 29 May 2010 N o Tosh Limited digital media | education

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. Go for the lowest common denominator medium to tell your story Saturday, 29 May 2010 N o Tosh Limited digital media | education

5. Saturday, 29 May 2010

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

10. [ Content warning ] Saturday, 29 May 2010

18. The amateur king Rip, Remix, Republish Participation culture Saturday, 29 May 2010 N o Tosh Limited digital media | education

21. Social storytelling marketing crossplatform research Saturday, 29 May 2010

23. Social problem solving science politics education Saturday, 29 May 2010

25. Social gaming virtual real Saturday, 29 May 2010

26. ScreenReach.com Saturday, 29 May 2010

33. The idea is just the start Saturday, 29 May 2010 N o Tosh Limited digital media | education

34. Which idea? Which audience? Which space? Saturday, 29 May 2010 N o Tosh Limited digital media | education

35. Which idea? Saturday, 29 May 2010 N o Tosh Limited digital media | education

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

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

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. Eliminate Raise Reduce Create Saturday, 29 May 2010

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. [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

49. Where do you compete? Low Price Customer Intimacy Product Innovation Saturday, 29 May 2010 N o Tosh Limited digital media | education

51. Low Price Saturday, 29 May 2010

52. Product Innovation Low Price Saturday, 29 May 2010

53. Product Innovation Customer Intimacy Low Price Saturday, 29 May 2010

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. 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

58. What happens when you move Cross The Chasm from geek to grandma? Geoffrey Moore Saturday, 29 May 2010

59. Beating On Price Dell, TK Maxx Saturday, 29 May 2010

60. Which audience? Saturday, 29 May 2010 N o Tosh Limited digital media | education

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

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

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

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. 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. 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. 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. Which space? Saturday, 29 May 2010 N o Tosh Limited digital media | education

70. Saturday, 29 May 2010 N o Tosh Limited digital media | education

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. 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. 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. 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. 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. 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. 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. 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

80. Cognitive Academic Language Proﬁciency Saturday, 29 May 2010

81. Basic Cognitive Interpersonal Academic Communication Language Skill Proﬁciency Saturday, 29 May 2010

82. Basic Cognitive Interpersonal Academic Communication Language Skill Proﬁciency Saturday, 29 May 2010

83. Basic Cognitive Interpersonal Academic Communication Language Skill Proﬁciency Shared language Shared literacy Saturday, 29 May 2010

84. Basic Cognitive Interpersonal Academic Communication Language Skill Proﬁciency Shared language Shared literacy Saturday, 29 May 2010

88. The challenges ahead Saturday, 29 May 2010 N o Tosh Limited digital media | education

90. Do something. Saturday, 29 May 2010

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

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

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

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. 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. 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. 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. 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. 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. ewan@notosh.com www.notosh.com digital media | education Saturday, 29 May 2010 N o Tosh Limited digital media | education

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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