10th  March  2011  a  new  Bri0sh  cause  was  launched…  

Manifes0ng  Digital  Business  Britain  

#DBBM  

Thank  you  to  Bob  Barker      VP  of  Corporate  marke0ng  and  Digital  Engagement  –  Co-­‐Creator  of  the  Manifesto    

Ecademy  -­‐  ‘learning,  networking  and  business  development  

Caring  for  Small  Business  for  13  years  

•  1998 - E-commerce •  2002 - Social Networking •  2007 - Social Media •  2010 - Digital

Welcome  Katherine  Hathaway  

Deputy  Director  in  the  Department  for  Business,  Innova0on  and  Skills  

Our  experience  and  learning  over  13  yrs  

•  The  shiR  online  is  a  migra0on  to  a  new  world  •  The  culture  of  the  online  world  is  different  •  Destruc0ve  communica0on  has  las0ng  damage  •  Social  Capital  is  a  fundamental  asset  for  all  •  Learning  social  media  is  not  just  a  ‘How  to’  challenge  •  Social  Media  is  a  ‘social  challenge’  •  The  next  ‘perfect  storm’  is  digital  

Why  did  I  write  this  Manifesto?  

•  The  opportunity  within  SME’s  for  increasing  their  businesses  through  the  online  world  is  huge  

•  Not  enough  SME’s  are  doing  it  

•  Not  enough  SME’s  understand  the  new  ‘social’  landscape  

•  Skills  gap  is  widening  –  I  see  it  everywhere  

Bob  Barker  –  co-­‐creator  of  the  Manifesto  

•  VP  of  Marke0ng  and  Digital  Engagement  for  Alterian  plc  

•  Chaired  the  Government’s  Informa0on  Age  Partnership  working  party  on  UK  ICT  

•  Authored  a  manifesto  in  1999  for  Ecommerce    

What  is  the  shiR?  

We  used  to  live  on  farms  

We ‘manufactured’ food

Then  we  moved  to  the  ci0es  

We ‘manufactured products’

Now  we  live  on  the  Internet  

We ‘manufacture’ DATA

Going  Global  

•  Internet  contributed  £100bn  to  the  UK  economy  –   2009  -­‐  7.2%  of  GDP  

–       2015?  -­‐  10%  of  GDP?  •  Internet  exports  

– expor0ng  £2.80    for  every  £1  imported  • Offline  economy  

– 90p  for  every  £1  imported.  

•  UK  Trade  Deficit  –  Rose  to  £9.2bn  from  £8.5bn  in  December  2010  

“Small  businesses  that  heavily  use  the  internet  to  do  business  

grow  four  *mes  faster  than  those  that  do  not  “  

Boston Consulting Group Report 2010

But  e-­‐commerce  is  not  social  

This  is  social  (commerce)  

Challenges  that  we  face  

Don’t  worry  there  are  always  solu0ons  to  these  challenges  

I  have  got  by  so  far  without  Social  Media  and  Digital  Media  

Es0mated  10  million  people  in  the  UK  who  have  never  been  online  

“Many of these are

small business”

There  is  a  new  type  of  Capital  

Social  Capital  

Encourage ethical behaviour

Finally  a  legal  precedent!  

Reduce  unemployment  -­‐  NEETS  Not in Education, Employment or Training

20% of our unemployed are under 24 – our Generation Y

Reduce the NEETS

A  changing  business  landscape  

Someone  is  playing  a  game  of  risk  –  do  we  all  understand  what  is  happening  

“we  are  a  solu0on  provider  for  all  your  value  added  down  the  

line………….”  

Mark  Zuckerberg  said…  

Playing  the  game  of  Risk  in  your  niche  

The  shiR  is  happening  

Social  Landscape  –  what  does  this  mean?  

•  From  Transac0onal  to  Suppor0ve  

•  From  Broadcast  to  Engagement  

•  From  Customer  to  Follower  

•  From  Contact  to  ‘Friend’  

•  From  Local  to  Global  

Introducing  the  Manifesto  

•  A  stake  in  the  ground  •  A  pledge  •  A  belief  •  A  movement  

•  A  crea0on  of  ac0ons  •  A  Task  force,  some  research  and  a  plan  

The  Manifesto  8  Points  1.   Adopt  a  Digital  Mindset  and  philosophy  

2.   Improve  Britain’s  trading  future  3.   Ensure  na*onal  inclusion  4.   Provide  Digital  Skills  for  all,  offering    individuals  choice  and  

a  future  they  can  control  

5.   Embrace  ethical  online  behaviour  

6.   Value  the  social  capital  created  by  individuals  7.   Ensure  Business  leaders,  Advisors,  mentors  and  Coaches  

understand  Digital  Business  

8.   Recognise  the  value  of  home-­‐based,  digitally  connected  business  in  the  economy  

I  call  on  you  if..  

•  You  believe  in  the  manifesto  •  Want  to  increase  the  skills  of  SME’s  to  enable  them  to  grow  digitally  

•  Reduce  unemployment  

•  Believe  in  ethical  interac0on  •  Want  to  grow  your  own  social  capital  

•  Care  about  UK  plc  and  its  economic  future  

www.ecademy.com/manifesto  

•  Become  an  associate  •  Display  your  support  •  Please  leave  your  thoughts  with  us  on  the  postcard