sho-time. a user-centric toolkit for sharing optimisation
TRANSCRIPT
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SHO-TIME!
by @gerriesmits 17/03/16
A USER-CENTRIC TOOLKIT FOR SHARING OPTIMISATION
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• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
20 years experience in industries that got disrupted by internet
Music Industry
TV
Print Media
Marketing
Govern-ment
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I even worked in government
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• Ik help organisaties om meer uit het internet te halen.
• Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,…
• Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften.
Now, I help organisations get more out of the internet
+
Comms
Marketing
Business/Product
Organi-sation
Culture
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Some organisations I worked with/for
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First
1
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A story about clubbing
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Omni-channel, fragmentation,… There’s so much we need to do.
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
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We need some Sharing Optimisation
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
inspired by Faris Yakob
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Social and the sharing challenge
2
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Create ForLimitedAttention! Create for the Thumb Swipe!
Your competitors on social are not just your industry competitors. They are friends, media companies, brands from other industries.
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You don’t reach anybody
You earn (a fraction of attention from)
somebody
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There’s a tax on irrelevance
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Everybody likes a bit of Free distribution
Viral reach is increasingly important
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Everybody likes the added value of Social Context
(recommendation, authenticity,…)
Viral reach is increasingly important
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From Pageviews to ‘Viral Lift’
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“
“
Matt Stopera,Sr Editor Buzzfeed
If something has a 1.5 viral lift and 100,000 views and above, that was worth doing.
It’s a failure if you have 400,000 views and a 1.1 or 1.2 lift. That’s a flop."
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So yet another challenge
Be where people care2.0
Be where people share3.0
Be where people are1.0
>>
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User-Centric Thinking
3
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The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations
4
IBM study
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factDigital makes business uncertain about relationship with user
?
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Gartner Hype Cycle
Chase technology? Impossible & tiring
fact
Peak of inflated expectations
Through of Disillusionment
Slope of Enlightenment
Plateau of Productivity
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The only stable element in this equation of uncertainty are people
!!
Human needs and motivations
remain pretty constant
Technology is volatile and
changes rapidly
+ = ?
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flip
Customer Experience
HR/Talent
New Products
Tech/IT
Process
Marketing / Comms
By putting people in the middle, it becomes easier to identify the impact of ‘digital’ on all aspects of the business.
My user-centric framework
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A toolkit for SHO
4
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!! In 1 model
Content WHAT
Channels WHERE
Form HOW
User WHO
Needs WHY
Evaluation DATA
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Who >> Personas + network
4.1
Let’s not just think about personas/characters in our story.
Let’s also look at their network, so we understand the person in a networked context.
Strong ties
Weak ties
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Why >> Share Needs
4.2
Find out why people would share or pass on a piece of content.
What’s in it for them?
If people use your product, ie. your content, what job do they want it to fulfil?
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Why >> Reasons to Share
4.2
Source: Buzzfeed
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Why >> Share Stories
4.2
I share this with…
…in order to achieve…
HELLO, I am …
WHO WHY (DIG DEEP!)
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What >> Overlap share needs + our value
4.3
Our Mission Our Value
Why People Share
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What can WE do/make/mean/say so our
audience & clients can fulfil their deepest
sharing needs?
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What >> Silly example
4.3
CONTENT v01 A list of training sessions relevant for teachers
WHO Headmaster / school directors
WHY / SHARING NEED I want to be seen as someone who cares about my teachers. I want to be seen as someone knowledgeable.
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What >> Silly example
4.3
CONTENT v02 A printable list of training sessions, with tickboxes for the director to curate and select.
“I think this might be something for you.”
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Where >> Fragmentation is reality
'Dark' social 74%
Other SM 7%
Facebook 19%
Sources of inbound web traffic RadiumOne study
4.4
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Where >> Be where they (sh)are
4.4
I share this with
…in order to achieve…
…via channel…
WHO WHY WHERE
HELLO, I am …
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How >> Nudge for the share
4.5
1. Think about Share statements. What would people say if they forwarded/shared/talked about this?
2. Are there phrases/words/images which can trigger the sharing need?
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How >> Be where they (sh)are
4.5
I share this with
…in order to achieve…
…via channel…
WHO WHY WHERE
… by saying these words.
HOW
HELLO, I am …
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How >> Silly example
4.5
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Data >> Understand sharing behaviour
4.6
Focus less on Reach and more on Share ratio.
Use your data to understand the Why better.
A/B test.
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!! Impact goes deeper
Content Talent
ProcessCulture
Who
Why
What
Where
How
Data
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Build this ‘Why Would They Share’ workflow into your editorial/content processes.
Way of Working 6 days
4.7
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My audience shares because…
Way of Working 6 weeks >> Library of Share Needs
4.7
… I want to express pride about my city
… I want to be the friend who entertains
… I want to be seen as generous
… I want my colleagues to do a better job
… …
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Number 1 attribute for success in digital world according to business leaders?
Empathy
study University of South California
Skills4.8
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Finally
5
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Forget Digital
Strategy
It’s about Strategy for a Digital Age
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Companies and organisations that reallyreallyreally
understand their users, their motivations & this needs
have a competitive advantage in solving today’s complex problems.
It’s really not that much about technology. It’s about people, living in an increasingly
digital world.
My belief
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“If you have your face towards the CEO,
you have your ass towards the customer.”
- Jack Welch, ex-CEO
General Electric