10th March 2011Manifesting

Digital Business Britainwww.ecademy.com/manifesto

Thank you to Bob Barker VP of Corporate marketing 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, Innovation and Skills

Our experience and learning over 13 yrs

• The shift online is a migration to a new world• The culture of the online world is different• Destructive communication has lasting 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 Marketing and Digital Engagement for Alterian plc

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

• Authored a manifesto in 1999 for Ecommerce

What is the shift?

We used to live on farms

We ‘manufactured’ food

Then we moved to the cities

We ‘manufactured products’

Now we live on the Internet

We ‘manufacture’ DATA

What Digital Assets and Data are we creating in the UK, what are you creating for your future?

Going Globalreport by Boston Consulting Group on behalf of Google

• Internet contributed £100bn to the UK economy– 2009 - 7.2% of GDP– 2015? - 10% of GDP?

• Internet exports– exporting £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 times 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 solutions to these challenges

I have got by so far without Social Media

and Digital Media

I have got by so far without Social Media

and Digital Media

Estimated 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 - NEETSNot 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 solution provider for all your value added down the

line………….”

Mark Zuckerberg said…

Playing the game of Risk in your niche

The shift is happening

Social Landscape – what does this mean?

• From Transactional to Supportive• 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 creation of actions• A Task force, some research and a plan

The Manifesto 8 Points1. Adopt a Digital Mindset and philosophy2. Improve Britain’s trading future3. Ensure national inclusion4. Provide Digital Skills for all, offering individuals choice and

a future they can control5. Embrace ethical online behaviour6. Value the social capital created by individuals7. Ensure Business leaders, Advisors, mentors and Coaches

understand Digital Business8. Recognise the value of home-based, digitally connected

business in the economy

Congratulations to our NEW Ecademy Digital Coaches – our Digital Champions

• Mick Say• Demos Flouri• Jude Germain• Diana Marsland• Karen Winterhalter• Jonnie Jensen• Helen Williamson• Loran Northey

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 interaction• 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