media140 april2012 972003

Talk to me.Don't shout at me.Mobilising influencers and stories for a social business

Joanne JacobsChief Operating Officer, 1000headsPh: (02) 9809 8966 | Mob: 0419 131 077Email: [email protected]: @joannejacobs

Image source: http://www.flickr.com/photos/notsogoodphotography/2934778774/

I’d like to acknowledge the traditional owners of the land we are meeting

on today, the Whadjuk people as well as the Amangu, Yued, Binjareb,

Wardandi, Ganeang and Wilmen people of the Noongar region.

2Image source: http://www.flickr.com/photos/29005492@N07/2710231058/

Session promise

To articulate the value proposition of a social businessTo show how influencers and stories act as the focal point for a social business strategyTo show how mobile is a crucial element of a social business strategy.

Media140: DigitalBusiness, Perth 2012

3Image source: http://www.flickr.com/photos/83346641@N00/3472771038

Controlling the message


4Image sources: http://www.flickr.com/photos/9751325@N02/3975233940, http://www.flickr.com/photos/65032901@N00/262171851

Most organisations consider social in terms of marketing


5

Social = optimisation


6Image source:

Optimisation opportunities of social business not just for selling, but for


7Image source: http://www.flickr.com/photos/brewbooks/2315860173/

increasing understanding

Changing consumer behaviour…


8Image sources: http://www.flickr.com/photos/15194510@N03/2500097744, http://www.flickr.com/photos/12261156@N00/6268948127, http://www.flickr.com/photos/51035743246@N01/15899841

Trust

As belief in corporate messages declines, an economy of trust rises in its place…


9Image source: http://www.flickr.com/photos/smerikal/6062308195/in/photostream/

Trust arises from social interaction

A history of successful interactions forms the basis of loyalty and trust.


10Image source: http://www.flickr.com/photos/notsogoodphotography/3434414425/

Social interactions…


11Image source: http://www.flickr.com/photos/yourdon/3863997453/, http://www.flickr.com/photos/jurvetson/20272234/

…based on stories and advice

Value of stories

Stories help to illustrate complex ideas, deepen understanding.


12Image source: http://www.flickr.com/photos/319/2564483960/

Story telling is a skill.

Stories don’t ‘finish’

Stories evolve over time from shared experiences or direct comparisons of experiences.


13Image source: http://www.flickr.com/photos/gadl/269616251/

Influencers

Not celebrities touting products.


14Image sources: http://www.flickr.com/photos/classicchanelhandbags/4989253504/, http://www.flickr.com/photos/betsyweber/6291039522/

Influencers are facilitators of organisational learning.

Learning from influencers


15Image source: http://www.flickr.com/photos/torley/4521838238/

External: from audiences Internal: business process improvement

Locating stories around influencers

Influencers can:-tell stories-be the focus of others’ stories


16Image source: http://www.flickr.com/photos/virtualsugar/4549853594/

Influencers can become the focus of social interactions – telling stories and giving advice

CASE STUDY: Nokia Tron


17

Nokia & TRON

Fans were expertsThe collective experience was sharedCommunity helped and taught each other


18

CRM shouldn’t exist19

Image source: http://www.flickr.com/photos/jurvetson/2948824154/

You don’t own the evolving story


20Image source: http://www.flickr.com/photos/shavejonathan/3441511374/

How technology affects conversations


21Image source: http://www.flickr.com/photos/whatleydude/4157699238/, http://www.flickr.com/photos/clanlife/6369791755/

CASE STUDY: SAY IT WITH SKYPE


22

Say it with Skype

86 million social impressions across bought, owned and earned channels ($6.9 million equivalent media value)

604,000+ visits to campaign landing page

Over 50,000 user generated videos – 500% higher than campaign KPI of 10,000

Average time spent with brand on site increased 400% to over two minutes


23

• Technology permits interaction, but reduces message duration

• Message personalisation still critical for maximum participation

• Interest in brand drawn from experience


24

Say it with Skype

The impact of mobile

Messages are shorter, more succinctSharing is dependent on message complexity and lengthMore participants in conversations due to ‘level playing field’



Story styles

Blogs: long style stories, complete publication, subject to commentsVisual (eg: Pinterest): evolving stories but easily consumedMobile: short stories, short-lived or evolving.


26Image source: http://www.flickr.com/photos/estadaocombr/4907696425/

Brevity and complexity go together

Level playing field of participationSpace/time to replyMutual friends create context for conversations


27Image source: http://www.flickr.com/photos/jdhancock/3420540107/

All create vibrancy of communications

Mobiles as instruments for change in business

28Image source: http://www.flickr.com/photos/eioua/2603571143/

The consumer is dead. Passive consumption is no longer relevant.Buying not the basis of a relationship.People and communities shape ideas.


29Image source: http://www.flickr.com/photos/mbg_photos/2768320831/

Conversations create advocacy

Community advocacy embedded in their shared experiences.

Conversations can positively affect sentiment, choices


30Image source: http://www.flickr.com/photos/smemon/5684115572/

Social isn’t optional

Social surpassing all traditional messaging channels – including emailHigher return on engagement than impressionsMore hours on social than almost any other media


31Image source: http://www.businessinsider.com/why-your-company-is-screwed-if-you-dont-go-social-2012-3#we-arent-just-dealing-with-deskto

Mobile isn’t optional

There will be 788 million mobile-only Internet users by 2015.

Global mobile data traffic will increase by a factor of 26 by 2015.

Source: CISCO Data Traffic Forecast


32Image source: http://www.flickr.com/photos/estan/116093927/

Promise deliveryValue proposition in social business is in business optimisationInfluencers tell stories and facilitate story telling among audiences. Stories and conversations generate trust. Mobile devices facilitate vibrancy and volume of individual participation in conversations. As such, mobile a pivotal tool in social business transformation.



Joanne JacobsChief Operating Officer, 1000headsp: +61 2 9809 8966 m: +61 2 419 131 077e: [email protected]: @joannejacobs


34

Questions

media140 april2012 972003

Business

advice16image source

place9image source

conversations21image

joannejacobsimage source

stories influencers

value of stories stories

stories dontfinish stories

influencers influencers