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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
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open infrastructure
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peer production
open infrastructure
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open access
peer production
open infrastructure
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open access
peer production
open infrastructure
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open licenses
open access
peer production
open infrastructure
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open licensesopen standards
open access
peer production
open infrastructure
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open licensesopen standards
neutral networks
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networks
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networksopen hardware
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networks
rules
open hardware
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networks
participatory maintenance
rules
open hardware
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networks
participatory maintenanceself governance
rules
open hardware
open access
peer production
open infrastructure
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open licensesopen standards
open spectrum
neutral networks
interdependence
participatory maintenanceself governance
rules
open hardware
open access
peer production
open infrastructure
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open educational resources
open licensesopen standards
open spectrum
neutral networks
interdependence
participatory maintenanceself governance
rules
open hardware
open access
peer production
open infrastructure
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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