1. Web 2.0 in a 1.0 World Peta Pash Anthony Coles A MEGA Experience KM Australia Tuesday 21 st July, 2008

2. Overview of Session

• 1. Background

• • Presenters

• • MEGA

• 2. The NING thing

• • Challenge

• • Recommendations

• • Implementation

• • Results

• 3. Summary of Key Learnings

3. 1. Background - Presenters

• Anthony Coles

• • 20 yrs in marketing & communications

• • • Leo Burnett, Hero Communications, Starcom

• • 15 in digital marketing

• • • Empire Ridge (SA), Via Media

• • Industry Involvement

• • • Past President Australian Marketing Institute (SA) (AFAMI, CPM)

• • • Vice President Australian Interactive Media Industry Association

• • • Lecturer, Digital Media, (AFA, ADMA, MFA, AICD, Internet Uni)

• • Connect

• • • LinkedIn, Facebook,

4. 1. Background - Presenters

• Peta Pash

• • 20 years with SA Government

• • Department of Employment, Further Education, Science & Technology

• • Currently National Project Manager, MEGA

• • • Mobile Enterprise Growth Alliance

• • Previously Education Manager, Creative & IT industries

• • • TAFESA

5. 1. Background - MEGA

• MEGA (Mobile Enterprise Growth Alliance)

• 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.

• With the support of private enterprise, education and government, the program is running in SA, Vic & NSW.

• Our simple goal is to grow the capacity and capabilities of the Australian mobile industry.

• www.mega.org.au

6.

• Background MEGA Participants

7. 1. Background Program/ Presenters

• Market Research and Analysis Paul Daly, mNet Corporation

• Idea Generation & Evaluation Graham Kennelly, Kee Technology

• Business Case Noel Lyndsay, Prof Innovation, Adelaide University

• Feasibility Testing - panel

• Business Proposal Christine Chromarty, ICT Council

• Pitch Skills Leila Henderson, Times8 & David Griggs, Speakers Studio

• Pitch Day x6 (Sydney, Melbourne, Brisbane)

8. 1. Background MEGA 08 Outcomes

• Mobile/Digital Content and IT Companies

• • Development of staff in innovation and commercialization

• • New products

• • Meet potential new employees with appropriate skill sets

• • Pitch to potential investors

• Individuals (professionals, graduates and students)

• • Collaborate with people with complementary skills to create start- ups

• • Increase skills for employment

• • Meet potential employees

• • Pitch to potential investors

9. 1. Background MEGA Future

• Pitch Days coming up in Sydney and Melbourne

• 2009 Sydney (+ ACT), Melbourne (+ Tas), Brisbane, Adelaide

• Customised support for participants

• Online collaboration

10. 2. The NING thing - Background

• Need a Communications Strategy:

• MEGA SA to become MEGA AU

• Needed to present a professional face to National sponsors, participants and media

• The brand needed to be more clearly defined and represented

• Online support required for participants

11. 2. The NING thing

• Where we were(1.0)

12. 2. The NING thing

• Who we needed to talk to

People in the mobile space Telcos & Device Manufacturers Applications Developers Government/ Business Services Content Producers SPONSORS - Govt. - Commercial

13. 2. The NING thing

• What we had to work with..

• No Comms budget

• Limited operational resources (Project/ Event Managers)

• A dispersed national Stakeholder group

• • With restricted internet access

• A demanding, AWOL, audience (launched 20th Dec 07)

• Recommendation

• • Leverage passion and networks of participants

• • Leverage social networking tools to drive communications

• Response from Stakeholders

14. 2. The NING thing

• Build us a website

15. 2. The NING thing

• Public Website Content

• • History

• • Program

• • Alumni

• • Registration forms

• • Sponsors listings

• • Sponsorship proposals

• +

• • RSS newsfeeds

• • Mobile news alerts (SMS)

• Email

• +

16. 2. The NING thing

• Ning.com - Open Social Network Platform

• 1 st developed in 2004

• Invested in by Marc Andreessen* in 2007 ($15M)

• 2008 2 nd round funding ($100M)

• 230,000+ networks

• • 1,000 new per day

• Delivering the expected functionality of a web-savvy audience

(* - Sold Netscape to AOL for $4B)

17. 2. The NING thing - Implementation blogs Member activity groups

18. 2. The NING thing - Implementation forums badges Calendar

19. 2. The NING thing - Implementation photos swiki

20. 2. The NING thing - Implementation videos

21. 2. The NING thing - Implementation Personal profiles

22. 2. The NING thing network presence

23. 3. Results and Learnings - 1.0 in a 2.0 World

• Patience

• • Dont expect people to get what youre on about

• • Value builds over time, content will come

• Passion

• • You need passionate people to drive the content

• • Passionate people to facilitate the participation

• People

• • Cumulative, exponential, network-effect growth

• • Be surprised

• Push

• • By all means possible

• • Networks, Email, PR, Presentations, Pitching

24. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 4,600+ visits

• mega.ning.com

• 3,000+ visits

• 21,000 page views

• ave 8min per session

25. 3. Results and Learnings - 1.0 in a 2.0 World mega.org.au - 78 countries

26. 3. Results and Learnings - 1.0 in a 2.0 World mega.ning.com - 10 countries

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 Lvy, Collective Intelligence: Mankind's Emerging World in Cyberspace , 1997

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. 3. Results and Learnings - 1.0 in a 2.0 World

• Individual level

• • Improved effectiveness

• • Improved job opportunities

• • Increased influence & power

• Organisational level

• • Organisational learning

• • Improved innovation

• • Increased uptake (registrations)

• • Decreased dropout

• Industry/ Community Level

• • Industry will contribute, (some freely), if they see some return

• • Learners can access industry knowledge

• • Together, creates a community

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. Thank You www.mega.org.au viamedia.com.au