Download Marketing Your Knowledge

Marketing
Your Knowledge
Based on a David and Lucile
Packard Foundation project
The situation
philanthropy
rich in learning, poor in sharing
“ We’re doing a horrible job as a field
sharing what we know. We’re simply
not reaching enough of the market.”
The causes
•
What incentives?
•
Norms and culture
•
Not invented here
•
Amnesia
•
Puff stuff
The dissemination malaise
“We throw stuff on the water and see
what floats.”
“There’s a lot of push, but not much pull.”
“An information dump isn’t knowledge sharing.”
A flood of isolated monologues—
and a trickle of conversations.
The marketing cure
Information
The marketing cure
Informed action
What’s your model?
Dissemination Model
Marketing Model
Seeks information access
Seeks informed action
Focuses on knowledge supply
Focuses on knowledge demand
Uses one-time products
Uses long-term, ongoing process
Ten practices that work
one
Solve problems or address needs
faced by practitioners
Ten practices that work
two
Begin with user segmentation
Ten practices that work
three
Build a market research base
Ten practices that work
four
Tap peer-to-peer networks
as distribution channels
Ten practices that work
five
Target opinion leaders
Ten practices that work
six
Start with small conversations
and move outward
Ten practices that work
seven
Create and capitalize on learning moments
Peer interaction
Transitions
Timely issues
Doing
Ten practices that work
eight
Shape knowledge products using
three techniques
Clear messages
Provocative arguments
Memorable stories
Ten practices that work
nine
Keep it short and simple, “push”
and “pull”
Ten practices that work
ten
Use multiple means
A six-step framework
1. Define the problem or need
2. Identify, segment and research your market
3. Develop use objectives
4. Develop a process through which your
knowledge will be used
5. Develop your knowledge products
6. Implement and assess your progress
Marketing
Your Knowledge
Based on a David and Lucile
Packard Foundation project
Where are you in the chain?
Producers
Retailers
Users