Vega presentation

iSummit ’09Sharing Digital Knowledge and

Culture for a better world

The Internet has great potential as a global platform for the sharing of culture and

knowledge

By sharing knowledge and culture on the internet we

have the potential to start to solve some of the world’s

great challenges

The iSummit is an annual exploration of the emerging

opportunities for co-ownership, co-creation and widespread distribution and sharing of

knowledge, ideas and creativity in the digital age

The iSummit is an annual exploration of the emerging

opportunities for co-ownership, co-creation and widespread distribution and sharing of

knowledge, ideas and creativity in the digital age

Sharing intellectual property rights with those who create

together with you

The iSummit is an annual exploration of the emerging

opportunities for co-ownership, co-creation and widespread distribution and sharing of

knowledge, ideas and creativity in the digital age

Developing platforms for others to create with you

The iSummit is an annual exploration of the emerging

opportunities for co-ownership, co-creation and widespread distribution and sharing of

knowledge, ideas and creativity in the digital age

distribution = sharing

alexa.com

Globally SA

The industry

Development Creative Technology

EVENTS

Input

Input

Process

Input

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open infrastructure

Input

Process

Output

peer production

open infrastructure

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Process

Output

open access

peer production

open infrastructure

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Process

Output

open access

peer production

open infrastructure

Input

Process

Output

open licenses

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

neutral networks

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networks

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networksopen hardware

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networks

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networks

participatory maintenance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networks

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open licensesopen standards

open spectrum

neutral networks

interdependence

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open educational resources

open licensesopen standards

open spectrum

neutral networks

interdependence

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open educational resourcesopen maps

open licensesopen standards

open spectrum

neutral networks

interdependence

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open educational resourcesopen maps

open licensesopen standards

open spectrum

neutral networks

open architecture

interdependence

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open educational resourcesopen maps

open licensesopen standards

open spectrum

neutral networks

open architecture

open science

interdependence

participatory maintenanceself governance

rules

open hardware

open access

peer production

open infrastructure

Input

Process

Output

open educational resourcesopen maps

open licensesopen standards

open spectrum

neutral networks

open architecture

open science

interdependence

participatory maintenanceself governance

rules

open music

open hardware

The trends: tech. events globally

• Bottom up organisation (volunteers, community governance), flat hierarchy but closed to invitees;

• New learning methodologies (unconference);

• Multidisciplinary;

• Open/free broadcast and distribution outside the event.

The challenges

• SA Internet community is small;

• How to ensure an SA-flavor event without compromising on quality of speakers etc.;

• How to start from a radical place and appeal to the change-makers (CEOs, venture capitalists etc).

Product

• learn: keynotes, Academy, workshops

• connect: conversation breaks, evening events

• showcase: speedgeeking, displays, case studies

• collaborate: sprints, closed meetings

Product

• Pricing: $500 average for three days (student and non-profit discounts);

• Participants: 50% local 50% international;

• Service strategy: non-profit run, so focus on community developed service, serve the community by providing real-time broadcast, communicate results etc.

iSummit ’09 audiences• Participants are drawn from established commons

organisations and open-minded communities the world over

• The event also provides a platform for reaching and inspiring new audiences within the host country

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Primary target audience

Young South Africans who are inspired by the global power of the Internet for entrepreneurship, innovation and citizen-driven development.

Primary target audience• ‘Open-minded’

• Immersed in the digital world

• Highly attuned to new developments in this space

• Excited on a personal level by the opportunities presented by the Net

• An ‘always on’ mentality and extremely well connected

• A passion for the self expression, connectivity and a sense of community in the digital landscape

• He/she and his/her computer are inseparable

Primary target audience• Demographic segmentation may be less predictive• Age bracket ~ 20 to 30 years of age • Tertiary education• A significant proportion are students, some are

working - mostly in creative, media / business sectors

Primary target audienceMedia and brands • Media consumption ‘on demand’• The value of content increases when it can be

shared• Consumers / prosumers in an environment where

there is growing overlap between media and brand communications

• Object to the control held by irresponsible commercial interests -brands are challenged to match consumers sophistication, aspirations and ethics

Secondary audiences• South Africans engaged in the development of new

approaches to social development and / or commercial projects who are excited by the new possibilities presented by the Internet

Secondary audiences

• More established • Involved in the NGO/ development/ academic

sector • Entrepreneurs or executives working in a

commercial environment - with a careful eye on our digital future and the opportunities presented

• These groups are interested in social features/trends/future of the Internet and the potential application and leverage of new digital technologies in their own working environment

Not necessarily directly steeped in Internet culture …

Secondary audiences• Jack Black: Green Bank, Digital Media Director• Career-focused, wants to know global trends to get

the edge on competitors;• Wants to tap into the spirit of online innovation,

creativity and community in order to reach an engaged new audience (and give back at the same time).

‘So I arrived home on Wednesday afternoon, and of course my drive from the airport wasn't there. Thursday and Friday was our annual planning conference and I had to get up at 2am to do more prep., and eventually only ended up presenting at around quarter to six in the evening. I was really buggered and spaced, but for some reason turned out an Oscar performance - not that I remember a bloody thing. After the dust had settled on Friday I walked away with almost a 100% increase in Digital spend in a very tight market. At least a quarter of the presentation material came directly from the iSummit interactions. So there you go...’

Secondary audience• Supports brands that reinforce his identity as a

creative, entrepreneurial business person;• Patriotic and well-travelled (a global citizen);• Media consumption: traditional business media +

growing online consumption + festivals and events where he’ll meet like-minded people;

Marketing objectives• To increase national participation levels and

generate local interest in the event• To attract 300+ South African participants to

register to attend the iSummit ‘09

Brand Communication Objectives

• To generate an awareness of the iSummit ’09 in South Africa amongst the target audience/s

• To communicate the theme/s of the iSummit and its relevance to the target audience/s

• Themes:– Co-ownership/copyright/left; – Co-creation/peer production;– Distribution and sharing.

Brand contact experience• Our efforts were focused on reaching participants

from established commons organisations and aligned open-minded communities the world over

• Reliance on direct personal or electronic communications with existing contacts

• Used the ‘beacon value’ of the brand to encourage others to associate themselves with the event, become a ‘friend’, blog and spread the word

• The Website played a vital role in the development and communication of all aspects of the event www.icommonssummit.org

• An introductory iSummit ’08 video featured on the home page & on YouTube, Blip.tv, Vimeo, DotSub and various other video sharing platforms

• Global media partners actively promoted the event through their channels

• Interactive competitions were used to engage potential participants and highlight iSummit themes e.g. a DIY video competition

Brand contact experience

Brand contact iSummit ‘09• International PR and press management

internationally and locally• One of our challenges remains reaching and

engaging disparate pockets of like-minded individuals around the world. This campaign however should focus on SA audiences

• We have an existing email database of past participants and communities involved in previous iSummits, some of whom are SA based, but to a large extent we are starting from scratch in terms of building awareness in this region

Tone of brand communications

The brand is global citizen, creative, innovative, intelligent, bold and courageous, unafraid to go against the grain, a unique individual that appreciates the regional cultural aspects and unique attributes in others, one who celebrates both diversity and the power of sharing and collaboration

Mandatory requirements

• A new iSummit logo should be developed– Treatment from one year to the next?– Incorporation of the year?– Use of city name and destination country?

• Corporate identity guidelines• A four-colour and black & white logo

Budget and timing • Campaign budget: $30,000• The campaign should launch in the first half of 2009• Campaign length and timings to be advised• The campaign should run up to and including the

month of Oct ‘09

Presentation deadline • Friday, 19 September 2008