IP for Innovation and Growth at the RSA London

RSA Entrance - photo John Naughton - http://memex.naughtons.org/archives/2009/03/11/6943Last night was my first event at the Royal Society for the encouragement of Arts, Manufactures and Commerce or RSA for short.

Recently they invited me to become a Fellow of the organisation which is actually a charity which dates back to 1754. So I thought I would pop along after work to one of their events. The topic was right up my street, as it was concerned with reviewing the Independent Review of IP and Growth, which is being led by Professor Ian Hargreaves.

Matthew Taylor, the chief executive of the RSA had assembled a panel of experts to consider the not insignificant challenge of how the UK can develop a technology neutral IP Framework which will drive innovation and growth by serving consumer-led markets, technology companies, and research and education, as well as the creative industries.

The RSA is particularly interested in this topic as in 2005 it published the Adelphi Charter, which called for a new deal on IP for the digital age.

Given the immensely complex nature of copyright (which was the dominant theme of the evening) and the strongly held opposing views of the audience, I was impressed by how Mathew Taylor managed to keep the event in good humour and to time.

Here are my notes from the evening:

Ian Hargreaves, professor of digital economy, the Cardiff School of Journalism

  • ­    The Adelphi Charter calls for a balance between commercial interests and public rights. This should be preserved.
  • ­    The digital market-place is a troubled place, and a single government review will not be able to calm the waters.
  • ­    The Government’s aim is to boost the digital economy, but economics should not be the only consideration.

John Howkins, chairman, BOP Consulting and past director of the Adelphi Charter on Creativity, Innovation and Intellectual Property

  • ­    Historically, the study of copyright has been seen in terms of legal rights rather than commercial ones.
  • ­    6 months is too short a time to undertake an effective enquiry.
  • ­    The emphasis on economic matters is in danger of pushing out social and cultural interest.
  • ­    We require a strong body which can take a view on IP issues.
  • ­    Governments should stop using ‘bungee jump’ approaches to IP policy. Copyright is just too important to be managed in this way.
  • ­    The IPO needs to do more research into IP on a sustained basis.
  • ­    We are in danger of being overtaken by WIPO.
  • ­    We used to be a pioneer, but no longer seem interested in taking an international lead.
  • ­    We are moving to a post platform world in terms of broadcasting. Digital media transcends platforms.

Dame Lynne Brindley DBE, chief executive, The British Library

  • ­    Text and data mining – an important contribution to scientific research, but currently excluded by IP law.
  • ­    Media neutral research exceptions – we need to ensure existing exceptions for analogue content are extended to digital. Many other countries already allow it.
  • ­    Extend fair-dealing exceptions for print, to audio and film – the UK is behind other countries on this.
  • ­    Mass digitisation – The British Library is not able to make copies of technically in copyright material. But in practice most is out of commercial interest, and often orphan works, where the owners can not be traced.
  • ­    A study in the library shows as that for each ten year increment back in time the rate of orphan works increases towards 70%.
  • ­    French and German governments are ahead of the UK on tackling orphan works.
  • ­    The proposed orphan works bill should be re-introduced

Sarah Hunter, head of UK public policy, Google

  • ­    Google thinks copyright law in the UK needs fixing – not just for Google but in the public interest.
  • ­    Fair use law in the USA is relatively transparent, whereas in the UK the situation is much less clear.
  • ­    Google would not have been launched in the UK, because of the copyright complexity we have.

Simon Juden, head of public policy, Pearson Plc

  • ­    How to solve copyright problems?
  • ­    We could introduce fair-use laws from Europe or the US.
  • ­    Suggests a registry for copyright works for both books and music. This idea could be extended to all creative content.
  • ­    Use metadata to mark up digital content with its copyright information. The metadata would travel with the content. So users would not need to negotiate licences with the owners.
  • ­    If we could get this right, market opportunities would open up.
  • ­    Technological solutions are the best approach to technical challenges rather than constantly updating the law.

Alison Wenham, chairman and chief executive, Association of Independent Music

  • ­    Doesn’t believe IP is the problem. Lack of funding for high-risk ventures in the UK is where the problem lies.
  • ­    IP has never been valued in the UK by the investment world.
  • ­    An imbalance in safe harbours and fair-use in the last 10 years, between the US and the rest of the world.
  • ­    We need a marriage of great content and great innovation.
  • ­    Music industry has been unfairly criticised for lack of innovation.
  • ­    Solution to music pirating: Take down illegal sites, stop pirate sites appearing on search results, stop advertising on illegal sites.

Q&A

  • ­    The British Library should take responsibility for copyright in the UK, as it has experts who understand the issues.
  • ­    We need to experiment with the issues to see which work best – e.g. Ideas Markets
  • ­    Yahoo handed back their music licences because it was not commercially successful.
  • ­    Disparaging the nature of free content on the internet is unhelpful.
  • ­    We need numbers to show the impact of IP on the economy.
  • ­    How do you value IP content?
  • ­    What is the economic and social impact of creative content.
IP for Innovation and Growth at the RSA London  2 March 2011Last night was my first event at the Royal Society for the Arts, Manufactures and Commerce ??? or RSA for short. Link???

Recently they invited me to become a Fellow of the organisation which is actually a charity which dates back to ???. Link??? So I thought I would pop along after work to one of their events. As it turned out the topic was right up my street, as it was concerned with reviewing the Independent Review of IP and Growth, which is being led by Professor Ian Hargreaves.

Matthew Taylor, the chief executive of the RSA had assembled a panel of experts to consider the not insignificant challenge of how the UK can develop a technology neutral IP Framework which will drive innovation and growth by serving consumer-led markets, technology companies, and research and education, as well as the creative industries.

The RSA is particularly interested in this topic as in 2005 it published the Adelphi Charter, which called for a new deal on IP for the digital age. Link???

Given the immensely complex nature of copyright (which was the dominant theme of the evening) and the strongly held opposing views of the audience, I was impressed by how Mathew Taylor managed to keep the event in good humour and to time.

Here are my notes from the evening:

Ian Hargreaves, professor of digital economy, the Cardiff School of Journalism
­    The Adelphi Charter calls for a balance between commercial interests and public rights. This should be preserved.
­    The digital market-place is a troubled place, and a single government review will not be able to calm the waters.
­    The Government’s aim is to boost the digital economy, but economics should not be the only consideration.

John Howkins, chairman, BOP Consulting and past director of the Adelphi Charter on Creativity, Innovation and Intellectual Property
­    Historically, the study of copyright has been seen in terms of legal rights rather than commercial ones.
­    6 months is too short a time to undertake an effective enquiry.
­    The emphasis on economic matters is in danger of pushing out social and cultural interest.
­    We require a strong body which can take a view on IP issues.
­    Governments should stop using ‘bungee jump’ approaches to IP policy. Copyright is just too important to be managed in this way.
­    The IPO needs to do more research into IP on a sustained basis.
­    We are in danger of being overtaken by WIPO.
­    We used to be a pioneer, but no longer seem interested in taking an international lead.
­    We are moving to a post platform world in terms of broadcasting. Digital media transcends platforms.

Dame Lynne Brindley DBE, chief executive, The British Library
­    Text and data mining – an important contribution to scientific research, but currently excluded by IP law.
­    Media neutral research exceptions – we need to ensure existing exceptions for analogue content are extended to digital. Many other countries already allow it.
­    Extend fair-dealing exceptions for print, to audio and film – the UK is behind other countries on this.
­    Mass digitisation – The British Library is not able to make copies of technically in copyright material. But in practice most is out of commercial interest, and often orphan works, where the owners can not be traced.
­    A study in the library shows as that for each ten year increment back in time the rate of orphan works increases towards 70%.
­    French and German governments are ahead of the UK on tackling orphan works.
­    The proposed orphan works bill should be re-introduced

Sarah Hunter, head of UK public policy, Google
­    Google thinks copyright law in the UK needs fixing – not just for Google but in the public interest.
­    Fair use law in the USA is relatively transparent, whereas in the UK the situation is much less clear.
­    Google would not have been launched in the UK, because of the copyright complexity we have.

Simon Juden, head of public policy, Pearson Plc
­    How to solve copyright problems?
­    We could introduce fair-use laws from Europe or the US.
­    Suggests a registry for copyright works for both books and music. This idea could be extended to all creative content.
­    Use metadata to mark up digital content with its copyright information. The metadata would travel with the content. So users would not need to negotiate licences with the owners.
­    If we could get this right, market opportunities would open up.
­    Technological solutions are the best approach to technical challenges rather than constantly updating the law.

Alison Wenham, chairman and chief executive, Association of Independent Music
­    Doesn’t believe IP is the problem. Lack of funding for high-risk ventures in the UK is where the problem lies.
­    IP has never been valued in the UK by the investment world.
­    An imbalance in safe harbours and fair-use in the last 10 years, between the US and the rest of the world.
­    We need a marriage of great content and great innovation.
­    Music industry has been unfairly criticised for lack of innovation.
­    Solution to music pirating: Take down illegal sites, stop pirate sites appearing on search results, stop advertising on illegal sites.

Q&A
­    The British Library should take responsibility for copyright in the UK, as it has experts who understand the issues.
­    We need to experiment with the issues to see which work best – e.g. Ideas Markets
­    Yahoo handed back their music licences because it was not commercially successful.
­    Disparaging the nature of free content on the internet is unhelpful.
­    We need numbers to show the impact of IP on the economy.
­    How do you value IP content?
­    What is the economic and social impact of creative content.

IP for Innovation and Growth at the RSA London  2 March 2011

Last night was my first event at the Royal Society for the Arts, Manufactures and Commerce ??? or RSA for short. Link???

Recently they invited me to become a Fellow of the organisation which is actually a charity which dates back to ???. Link??? So I thought I would pop along after work to one of their events. As it turned out the topic was right up my street, as it was concerned with reviewing the Independent Review of IP and Growth, which is being led by Professor Ian Hargreaves.

Matthew Taylor, the chief executive of the RSA had assembled a panel of experts to consider the not insignificant challenge of how the UK can develop a technology neutral IP Framework which will drive innovation and growth by serving consumer-led markets, technology companies, and research and education, as well as the creative industries.

The RSA is particularly interested in this topic as in 2005 it published the Adelphi Charter, which called for a new deal on IP for the digital age. Link???

Given the immensely complex nature of copyright (which was the dominant theme of the evening) and the strongly held opposing views of the audience, I was impressed by how Mathew Taylor managed to keep the event in good humour and to time.

Here are my notes from the evening:

Ian Hargreaves, professor of digital economy, the Cardiff School of Journalism
­    The Adelphi Charter calls for a balance between commercial interests and public rights. This should be preserved.
­    The digital market-place is a troubled place, and a single government review will not be able to calm the waters.
­    The Government’s aim is to boost the digital economy, but economics should not be the only consideration.

John Howkins, chairman, BOP Consulting and past director of the Adelphi Charter on Creativity, Innovation and Intellectual Property
­    Historically, the study of copyright has been seen in terms of legal rights rather than commercial ones.
­    6 months is too short a time to undertake an effective enquiry.
­    The emphasis on economic matters is in danger of pushing out social and cultural interest.
­    We require a strong body which can take a view on IP issues.
­    Governments should stop using ‘bungee jump’ approaches to IP policy. Copyright is just too important to be managed in this way.
­    The IPO needs to do more research into IP on a sustained basis.
­    We are in danger of being overtaken by WIPO.
­    We used to be a pioneer, but no longer seem interested in taking an international lead.
­    We are moving to a post platform world in terms of broadcasting. Digital media transcends platforms.

Dame Lynne Brindley DBE, chief executive, The British Library
­    Text and data mining – an important contribution to scientific research, but currently excluded by IP law.
­    Media neutral research exceptions – we need to ensure existing exceptions for analogue content are extended to digital. Many other countries already allow it.
­    Extend fair-dealing exceptions for print, to audio and film – the UK is behind other countries on this.
­    Mass digitisation – The British Library is not able to make copies of technically in copyright material. But in practice most is out of commercial interest, and often orphan works, where the owners can not be traced.
­    A study in the library shows as that for each ten year increment back in time the rate of orphan works increases towards 70%.
­    French and German governments are ahead of the UK on tackling orphan works.
­    The proposed orphan works bill should be re-introduced

Sarah Hunter, head of UK public policy, Google
­    Google thinks copyright law in the UK needs fixing – not just for Google but in the public interest.
­    Fair use law in the USA is relatively transparent, whereas in the UK the situation is much less clear.
­    Google would not have been launched in the UK, because of the copyright complexity we have.

Simon Juden, head of public policy, Pearson Plc
­    How to solve copyright problems?
­    We could introduce fair-use laws from Europe or the US.
­    Suggests a registry for copyright works for both books and music. This idea could be extended to all creative content.
­    Use metadata to mark up digital content with its copyright information. The metadata would travel with the content. So users would not need to negotiate licences with the owners.
­    If we could get this right, market opportunities would open up.
­    Technological solutions are the best approach to technical challenges rather than constantly updating the law.

Alison Wenham, chairman and chief executive, Association of Independent Music
­    Doesn’t believe IP is the problem. Lack of funding for high-risk ventures in the UK is where the problem lies.
­    IP has never been valued in the UK by the investment world.
­    An imbalance in safe harbours and fair-use in the last 10 years, between the US and the rest of the world.
­    We need a marriage of great content and great innovation.
­    Music industry has been unfairly criticised for lack of innovation.
­    Solution to music pirating: Take down illegal sites, stop pirate sites appearing on search results, stop advertising on illegal sites.

Q&A
­    The British Library should take responsibility for copyright in the UK, as it has experts who understand the issues.
­    We need to experiment with the issues to see which work best – e.g. Ideas Markets
­    Yahoo handed back their music licences because it was not commercially successful.
­    Disparaging the nature of free content on the internet is unhelpful.
­    We need numbers to show the impact of IP on the economy.
­    How do you value IP content?
­    What is the economic and social impact of creative content.

Logos with customer appeal – Apples and Marmite

A recent post on the Graphic Design Blog showed the results of their readers top five logos of all time.

I guess I really wasn’t that surprised to see the Apple logo sitting at number one.

Apple Logo

Although I am old enough to remember the original Apple Corps logo used by the Beatles pop group. Apple and the Beatles: The End of a Long and Winding Road?

Apple_Corps_logo

This talk of logos got me thinking about the power of brands and trademarks in protecting products and services.

The harsh truth about business, is that if you are successful you will have competition, even if you have an invention protected by a patent.

An example would be the Dyson vacuum cleaner, whose Dual Cyclone technology is protected by patents, and yet the courts have allowed a somewhat similar looking cleaner from rival firm VAX to compete – Dyson loses design case.

dyson cleanerVax cleaner

My favourite brand of all time would have to be Marmite yeast extract spread.

(Marmite jar - 250g size Photo by User:Malcolm Farmer, 28 June 2003 Category:Spreads)

This is not because the logo or image are particularly strong, but because since the creation of its secret recipe in 1902, it has managed to maintain a virtual monopoly, with the only rivals being Australian Vegemite and Swiss Cenovis. With sales of 60 million jars a year at over £5 each, one would assume this a market to attract heavy competition.

However, the Marmite brand is so strong that no-one seems to be trying, or certainly succeeding in competing.

As with many products not everyone is a fan, and Marmite have very cleverly used the strong reactions to the flavour of the spread in their recent marketing campaigns.

Marmite - Love it or hate it

Luxury foods in terribly bad taste

One of the key pieces of advice I give to aspiring entrepreneurs is to ensure they have a recognisable unique selling point (USP to use the jargon).

Often this involves finding a niche which has yet to be explored commercially. Sometimes this can be a niche within a niche. If the topic is truly unique and even better controversial, this will help to generate interest from potential customers and the press.

Wild_Kopi_LuwakAn example would be the coffee my brother kindly bought me back from Indonesia. Wild Kopi Luwak is apparently the world’s most expensive and low-production coffee. It is made from the beans of coffee berries eaten by the Asian Palm Civet.

According to Wikipedia, in its stomach, proteolytic enzymes seep into the beans, making shorter peptides and more free amino acids. Passing through a civet’s intestines the beans are then defecated, keeping their shape. After gathering, thorough washing, sun drying, light roasting and brewing, these beans yield an aromatic coffee with much less bitterness.

Not every coffee drinker will aspire to drink something which has been source from animal excreta. However, I can confirm that this coffee is definitely not ‘shit’, and has one of the smoothest tastes I have ever sampled.

Peter Dominiczak tasting the £14 ice cream in Covent Garden
Peter Dominiczak from the Evening Standard tasting Baby Gaga

A more extreme example would be Baby Gaga ice cream at a mind-bending £14 a go.

The Icecreamists have been at it again (Sex sells – but call it Maturialism for now), and this time they have scored a hat-trick, with extreme high price, and combining amazing taste and amazingly bad taste in one product.

Their unique selling point? The ice cream is made from fresh human breast milk. The contributors of the milk are paid £15 for every 10 ounces they provide, and apparently are queuing up to meet the demand.

The Evening Standard sent intrepid reporter Peter Dominczak along to try out the controversial new ice cream.

‘I have never been less excited by the thought of ice cream on a sunny day. I am served by a woman imitating Lady Gaga who pours the breast milk into a metal top hat before pouring liquid nitrogen over it. I am provided with a shot of Calpol – apparently to assist with any brain freezes – and some Bonjela for any issues with sensitive teeth. Even with two biscuits, I’m not sure it warrants the £14 price tag. But it tastes fantastic. Light and creamy with just enough of a vanilla tinge. I am told breast milk tastes like overly-sweet skimmed milk, but this ice cream tastes better than almost any I’ve had before. Despite the issues I have with drinking the contents of a stranger’s breast this might catch on.’

The Daily Mail also got excited about the story, One from the chest freezer: Restaurant sells breast milk ice cream

Bizarre: Company founder Matt O'Connor, 44, and the Lady Gaga waitress in the central London store
Company founder Matt O'Connor, 44, and the Lady Gaga waitress in the central London store - Source - Daily Mail - http://www.dailymail.co.uk

Update – 1 March 2011

Perhaps I shouldn’t be surprised that this story is set to run and run. Today’s update in the Evening Standard was, Breast milk ice cream seized for safety tests. Westminster Council staff took the Baby Gaga flavour at and sent it away to test for viral infections, after complaints.

The original story in the Standard has attracted quite a few comments, some positive, some negative, and some just silly.

My favourite so far is from MS in London who says;
Not very good marketing for the company. Next time I go to Covent Garden, I’ll make sure I don’t buy any icecream from this business (breastmilk or not).

Review of who’s got your back

whosgotyourback_coverOnce again I am indebted to Pervin Shaikh for another generous donation to our Business Help book collection.

Last time it was the amazing What Would Google Do? This time I am reviewing who’s got your back (yes, it seems lower case titles are still trendy). Keith Ferrazzi, the ‘best selling author of NEVER EAT ALONE’, supplies ‘The Secret to Finding the 3 People Who Will Change Your Life’. I think I’m all case confused at this point.

By the way, what a great surname for an author, or in fact, anyone intent on becoming a personal brand.

If the title and pre-title (see cover shot) don’t get the message across, then how about the sur-title? ‘The breakthrough program to build deep, trusting relationships that create success – and won’t let you fail’.

It is at this point that I have to confess to breaking a long standing policy on this blog of avoiding negativity. I don’t really see the point of writing about something unless it has something positive to contribute.

However, I’m afraid this is going to be an exception, and this is really an appeal to you, to help me understand where I am going wrong with this very popular book.

Unfortunately the author gets my goat right from the first chapter, by using the example of Jean Nidetch, ‘a plus-sized housewife who enlisted her friends to help her stay on a diet’. This was the 1961 beginnings of what was to become Weight Watchers, a $4 billion turnover business by 2007.

The author explains that Nidetch, ‘just wanted to get skinny, but through an inner circle of friends offering expertise, wisdom, honesty and support she achieved far more than she ever imagined possible.’

However, to me Weight Watchers is an organisation that exploits people’s desire to lose weight by persuading them to adopt a calorie counting diet, when so much evidence indicates that no diets work in the long run.

Why diets don’t work and The Problem with Weight Watchers and other Calorie Counting Diets

To quote the book’s blurb; Keith Ferrazzi, the internationally renowned thought leader, consultant, and bestselling author of Never Eat Alone, shows us that becoming a winner in any field of endeavour requires a trusted team of advisors who can offer guidance and help to hold us accountable to achieving our goals. It is the reason Ph.D. candidates have advisor teams, top executives  have boards, world-class athletes have fitness coaches, and presidents have cabinets.

In conclusion, I am left wondering if this the management book equivalent of the Emperor’s New Clothes. So please let me know why I am wrong.

Teenagers teaching Silver Surfers the web way

http://www.sxc.hu/photo/1204276Once again my local paper has its finger on the pulse of social and business change. Although, once again their headline writer hasn’t exactly hit the jackpot – ‘Youngsters take Infernal Trouble out of IT for mature students.’

According to the Middy ‘For many people IT stands only for Infernal Trouble and The Web is somewhere unsuspecting technophobes get trapped.’

I would be more inclined to say that for many older people, Windows are something they prefer to open in order to let in fresh air, and the Web is something they get tangled up in all to easily.

The article is actually about a group of teenagers at Oakmeeds Community College in Burgess Hill, who run a weekly class for that growing population over Silver Surfers (The growing grey market in the UK). Interestingly the club is funded by the local Business Enterprise, so it will be interesting to see how many of these mature students are aspiring Grey Entrepreneurs.

I love the way this story goes against the usual media stereotyping of teenagers as rude and lazy, by showing them in such a positive light, using their skills and knowledge by empowering older generations to take advantage of this revolutionary technology.

It’s not all one way traffic either. According to 15 year old Lloyd Passingham, ‘I really enjoy helping at the club. It feels really good to know that something I’ve learnt, I’m passing on to someone else’.

Enterprising women entrepreneurs

I have to admit that I am not a big fan of the way our lovely language so often gets mangled to create handy marketing terms. The latest to come to my attention in the business start-up world is ‘mumpreneurs’.

However, putting those misgivings aside, these enterprising women are particularly impressive in the way they are able to combine the demands of looking after their  children, as well as what can be a much more demanding dependant – their business.

Just recently they have been getting a lot of attention in the media, with a whole week of coverage on BBC Radio 4’s Woman’s Hour.

mumsnet logoAlso we had Justine Roberts the co-founder of Mumsnet, speaking at our Power of Social Media evening.

Even my local paper The Mid-Susssex Times had a feature article with one of their traditionally feeble headlines – ‘After the school run we network!’

The article is about the one year old Brighton based Mumpreneurs Networking Club, founded by Nicky Chisholm and Sarah Guiel. According to Debbie Mann who now organises the Burgess Hill and Crawley areas, sharing the experience of being mums is important.

‘It doesn’t matter if little Jack is running around screaming for a biscuit because everyone is in the same situation.’

It was nice to read that the club is not exclusive and allows non-mums and ‘even the odd man’, to go along.

As Debbie points out, ‘networking is an important part of any small or medium enterprises, but especially to sole traders who are often the head of sales, PR, marketing, accounts, admin, IT, social media, manufacturing and so on.’

I’m not sure they have necessarily picked the best web address for the group if they are wanting to reverse some of the stereotypes of women networking. However, it certainly is memorable, which is important from a marketing perspective – www.agoodgossip.co.uk

Mumpreneurs Club

The Power of Social Media – an Inspiring Entrepreneurs evening

The Power of Social Media – an Inspiring Entrepreneurs evening

Web in Feb logoAs part of the Inspiring Entrepreneurs series and in conjunction with Social Media Week, the British Library hosted The Power of Social Media last night, to show how small businesses can enhance social media to engage with their customers and reach new markets.

I am grateful to my colleague Michael Pattinson for writing this report on the evening:

The event was sold out and also streamed live at Southampton University and New York Public Library.  As befitting an event about social media, there was also a live blog at www.businesszone.co.uk as well as a live Twitter feed.

The guest speakers included Fraser Docherty, founder of Superjam, Ian Hogarth, CEO and co-founder of Songkick.com, Rory Cellan-Jones, the BBC technology correspondent and Justine Roberts, co-founder of Mumsnet.

The event was hosted by Matthew Rock of Real Business magazine.  He began by telling the audience how useful social media has been for his own business, Caspian Publishing.

FraserFirst up was Fraser Docherty of Superjam.  Fraser proved to be a very engaging and funny speaker.  He told us how he started making jam, based on his grandmother’s recipes when he was fourteen, selling it door to door and at farmers markets before securing a deal with Waitrose.  Social media and blogging provided him with a cheap and easy way to publicise his brand and communicate with his customers.

According to Fraser, one of his proudest achievements has been setting up a charity which runs tea parties for the elderly.  So far, there have been tea parties so far but he believes social media can help him create thousands of similar events around the country.

IanThe next speaker was Ian Hogarth who set up the website Songkick.com, which allows members of the public to match their music interests to the site and then receive alerts when their favourite bands are playing.  The site uses a “robot” which scours the Internet for concert and gig information.

Ian made the point that everything on the web is media and everything good on the web is social.  He said: “Good ideas spread faster than ever before – that’s an amazing thing for entrepreneurs, how the barriers of entry are changing.”

Ian talked of the importance of motivating and exciting your audience by emphasising the value of your product or service.  He also talked about how the internet had blurred the lines between product and marketing and how his product manager is effectively his marketing manager thanks to social media.

Ian had recently returned from a trip to LA and recommended that any start-ups using social media needed to spend some time in Silicon Valley because their ideas about social media were so advanced.

RoryNext up was the BBC’s technology correspondent Rory Cellan-Jones.  Rory has witnessed first hand how social media, especially Twitter, has revolutionised news reporting.  He used an example of the earthquake in Qinghai province in China last year which was reported on Twitter before it appeared on any other news media.

Rory had some amusing anecdotes of the pitfalls of using social media – his advice:  don’t say anything on Twitter you wouldn’t say in normal conversation!  However, he brushed aside criticisms that social media is killing the art of conversation and social interaction saying that these same criticisms were made about the telephone and email.

Justine RobertsThe last speaker was Justine Roberts from Mumsnet, the massively popular website for mums (and the occasional dad) with a phenomenal 1.2 million visitors each month.

She emphasised how social media was so effective in providing a discussion forum which can be so much more effective in selling a product than traditional advertising.  She also talked of the potential dangers of going viral with silly publicity stunts which have a habit of backfiring but her main message was listen and engage, don’t stifle debate.  She also said that you should relinquish control and let yourself go!

A Q&A session followed and some interesting issues were raised by members of the audience such as online privacy and how do you protect your intellectual property.  The speakers all agreed that you can’t expect privacy as social media is a public space.  As far as Intellectual Property is concerned, you can’t stop people from copying your ideas, you just have to provide the best forum and the most recognisable brand.  As Justine Roberts said: “this is the internet, you can’t put up walls. We don’t stop our users recommending competitor websites.”

Other issues raised by questions included how social media can be used to help B2B companies and where social media is going in the future.  Rory Cellan-Jones felt that despite the dominance of Facebook, there was still room for vertical specialist social networks and that social media was blurring the lines between B2C and B2B.

You can read the live blog replay at http://www.businesszone.co.uk/topic/marketing-pr/live-blog-power-social-media/32776

The event was also filmed and highlights will be appearing on the BIPCTV YouTube channel shortly.

Real practical market research the MOMA way

moma1Despite having probably the largest collection of freely available market research reports in the UK, we always emphasise the importance of field research.

In fact I am part of an excellent workshop run by Victor Higgs on  Practical Market Research.

So I was fascinated to read the story of Tom Mercer, the founder of MOMA foods in yesterday’s Evening Standard.

To test his idea, Mercer spent a night in the kitchen of his Waterloo home pouring his fruit, yoghurt and oats concoction into Tesco water bottles, on which he had Pritt Sticked his own labels. After a long night that killed off several blenders, he set up a trestle table in Waterloo and handed out his shakes to commuters for free, in exchange for their email addresses.

Later that day, he sent out surveys asking for feedback. “The positive responses gave me the impetus to quit my job,” Mercer says. That decision led to four months experimenting with recipes, and biking around London train stations looking at sites. “I would stand there for hours, counting the number of people who walked by and the proportion who stopped in coffee shops. On one occasion I was chucked out by police for loitering.”

Mercer worked out that he needed a footfall of about 10,000 people between 6.30 and 10am to make the business viable. Eventually he secured a first site – at Waterloo station – and spent £10,000 of savings on a van, stall and cooking premises under a Deptford railway arch.

To the moon and back on a bike made for Londoners

Boris-BikeHaving tried My first ride on a ‘Boris Bike’ last October, I am now a confirmed fan of the Barclays Cycle Hire service from Transport for London, and have purchased an annual subscription.

According to yesterday’s Evening Standard, cyclists using the Mayor’s “Boris bikes” have travelled the equivalent of 13 times to the moon and back in the scheme’s first six months.

Apparently more than 2.5 million trips had been undertaken on the hire bikes since they were introduced on 30 July last year. Transport for London has calculated that cyclists would have ridden 6.2 million miles on the bikes – assuming they travelled at an average speed of 10mph. On the busiest day, the 4,800 bikes were used a total of 27,500 times.

It is good to hear that the scheme will be expanding to reach 6,000 bikes and 400 docking stations by the Spring of 2011.

However, it is still some way behind the Vélib scheme in Paris introduced in 2007,  which has grown to 17,000 bicycles and docking 1,202 stations.

My first ride on a ‘Boris Bike’

What is the Business & IP Centre doing with social media?

WebinFeb logoWe are just one day away from our Web in Feb month of Social Media activities, where you can;

* Navigate the world of social media and make it work for you
* Get your site noticed by Google
* Write a blog, record a podcast, set up a website
* Avoid the legal pitfalls of doing business online
* Translate the jargon and gain the confidence to use the web effectively.

Frances Taylor who manages our Social Media activities here in the Business & IP Centre has kindly agreed to be interviewed about what we have been up to.

What is the Business & IP Centre doing with social media?
We have a presence on Facebook, LinkedIn, YouTube, Flickr and Twitter as well as more niche social network sites like UnLtdWorld (for social enterprises) and Smarta (for entrepreneurs).

Over the last few years we have also had fun experimenting with video, podcasts, webcasts and wikis, to find new ways of helping our customers find business information and advice.  This week we’re looking into Quora, a new Q&A social network.

We have a full list of the sites we have a presence on.

How do you decide which social media channels to use?
Our target audience for the Business & IP Centre includes entrepreneurs and small businesses; we researched which social media channels they use and focused on these.  Entrepreneurs are increasingly using social media to network, promote their products and engage with their customers. To gain the most impact, we also focused on the bigger, more popular social networking sites, due to their potential reach.

To be honest, it has also been a case of experimenting and seeing what works. All the social media sites have proved useful to us in different ways:

–    Facebook has helped us to spread the word about our events programme and provides a group space for entrepreneurs to network. One of our proudest social media moments was when we advertised an event via Facebook and it filled within three hours.

–    LinkedIn is a place for quality business discussions and networking with other professionals.

–    YouTube has helped us to raise awareness of our ‘Inspiring Entrepreneurs’ events and take advantage of all the Library’s high-profile speakers, from Stelios to Lord Sugar.

–    Twitter has become one of the most important sites to the Centre.  As well as helping us to spread the word about our services, it helps us to stay in touch with our partners, case studies and customers and find out about all the latest issues. It’s the place to go for small business news.

How do you measure the effectiveness of your social media activity?
Social media is notoriously difficult to evaluate, however these are the things we aim to measure:

–    Number of followers/ people engaged with our brand
–    Number of quality conversations/ interactions
–    Qualitative examples of how we have engaged with customers via social media
–    Referrals to our website
–    Number of people that use our service as a result of social media sites
–    Time and resource spent to implement.

It’s important to constantly evaluate the effectiveness of your social media activity, particularly since it can be quite time consuming.

Do you have any tips for entrepreneurs looking to use social media for their business?
Definitely. I’d recommend the following:
–    Think carefully about who your target audience is, and then work out what social media sites they use, and what for.
–    You don’t have to be everywhere – it’s better to have a strong presence on one social network than to spread yourself too thinly.
–    A lot of social media sites revolve around sharing content and information.  Think about what content and expertise you have that you can share with others, from tips to video content and ‘behind the scenes’ photos.
–    Social media is all about interacting with others. Make sure that you spend time listening and engaging with everyone online, rather than just promoting yourself.
–    You can stay informed of the latest trends in social media and digital marketing through sites like Mashable and econsultancy.