comms cymru13
DESCRIPTION
Presentation delivered to the Spring CommsCymru Conference at the ONS, Newport. Eric Schmidt's Three Pillars of Wisdom and how we might look to build a ubiquitous ad and content platform for the nation of Wales... right down to a No27 bus-stop.TRANSCRIPT
Rick Waghorn, CEO Addiply,
April, 2013
The three pillars of Eric Schmidt’s wisdom
Upon which you go build…
Two heroes of our time….
Christopher Hill…‘The World Turned
Upside Down’ (1972) Radical Ideas During The English Revolution.
‘This book deals with… the attempts of various groups of the common people to impose their own solutions to the problems of their time, in opposition to the wishes of their betters…’
Eric SchmidtDreamForce, 2011…Keynote conversation
with Marc Benioff of SalesForce…
‘What I do know is that the next generation of these leaders will be something involving mobile, local and social. Which are the terms we use today for the way that people live and work…
Mobile…If it doesn’t work on
mobile, it doesn’t work…‘By 2016, Portio
Research expects that roughly three-quarters of UK mobile devices will be smartphones, creating a mobile advertising environment in which smartphones are the rule, not the exception…
Smartphone penetration to hit 50% this year…
Social…Facebook… 33,000,000 FB
users UK (RoseMcGrory, 2013)
53% of population62.49% of online
population. Higher than the US.
Twitter…34,000,000 live
accounts in UKLinkedIn…
11,000,000.
Local… Bus No27. Runs to
the Prince Charles Hospital… via Gurnos Estate, Merthyr.
StatsWales… Indicator data by
‘Lower Layer Super Output Areas’
Data-driven decisions
But a challenged community…
Local, local…Bus No27…TSB: ‘Convergence In A
Digital Landscape’Addiply: A Public API.Placr: Open Transport API.Map ‘real-time’ bus data.362,000 bus-stops across
UK.Including every one
around the Gurnos Estate.Layer 1: Hyper-local
content…
Local, local, local…Whither the weather?Tinopolis’ weather
widget is to be open; available…
Drill weather down to 1km; to a single bus stop.
Layer 2: Weather API.Building new models of
engagement and interaction around useful, *local* content.
On mobile…
AboutMyArea… CF47Addiply ‘wired’ into
AboutMyArea, 2012.Content portal for every
major postcode district in the UK.
Including CF47… Gurnos.Empty aggregator.No fresh, relevant, local
content with which to build an audience…
Who has content? You do…
Addiply: A Public APIAddiply API to be public
by end of Q2 2013.Believe in open,
collaborative working…Recruit Inc, part of JV
investment in Addiply run Mash09. 500 developers.
GitHub 3,000,000 ‘social coders’. Developer and distribution resource.
Building again. From scratch.
Build an audience…And rewards will follow.Proximity advertising
into mobile-local space is the place to play in…
BIA/Kelsey see a $5.8bn business by 2016 in US.
Growing at 54% a year.You lead and Co-Op,
Tesco, MiniCooper (Merthyr) follow…
Then local businesses…
Finally… The three Cs. And one UContent…Collaboration…And *Connection*.Mobile wifi/4G versus
BDUK/BT ‘vision’.#21VC – 21st Century
Village Correspondent.Broadband back-haul
via church; build a rural wifi ‘cloud’ over the village.
ie be USEFUL…
Rick Waghorn
@rickjwaghorn
https://live.addiply.com/cy
http://rickwaghorn.co.uk
http://21vc.co.uk
Thank you…
One we made earlier…Start with something
USEFULCollaboration…Between Addiply/PlacrReal-time bus dataWhere are you?362,000 bus-stops to
choose from. Open APIs; mashed
together.Data delivered down to
1km.To one bus stop…
One we made earlier…Prince Charles HospitalRoute 27.Now add a new layer…Weather app from
TinopolisWeather down to 1km.To a bus stop…Now deliver offers,
messages, campaigns, adverts… that is of relevance/use to that community.
Simple, but specific targetting.
One we made earlier…
One we made earlier…‘If content is king, then
collaboration is queen… and as in chess, we all know which piece is the more powerful. David Cohn, aka @digidave
S4c: Sport, News, Drama…
Tinopolis: Weather, Drama..
‘Top down’ content drivers…
Bottom up?Centre for Community
Journalism…