5 Great Examples of CEO Thought leadership Through Social Media

KEY INSIGHTS- SOLVE DISSATISFACTION

Online Conversation

1. Richard Branson (Virgin)

Social Media Profiles

2053 Positive Interactions. (retweet/fave)

3496 Positive Interactions. (retweet/fave)

105,130 Positive Interactions. (retweet/fave)

70 Positive Interactions. (retweet/fave)

• Followers: 6.58m • Reach: 149m impressions• Posts: 4k mentions

Retweets: 65% Regular Tweet: 18% Reply: 17%

• Users: 19k users• Gender: 55% male : 45% female

@TurnbullMalcom

#IstandforMercy

Revolution (Film on Oceans)

@Thankyou_Group

#leadership#startup

#likeadyslexic#wrd#fifa

#quote#business

#virgindisruptors#emptythetanks#dolphinsmarts

#nac15#marriageequality

#blackfish#indonesia

#neckerisland#entrepreneur

#challengerichard#bali9

#istandformercy#readbyrichard

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@RichardBranson- Popular Hashtags- Last 12 months, Sep-15

Total Social Followers: 18.1m

Recent online conversations are skewed to non Virgin business related causes; • #IstandforMercy (death row in Indonesia); • @Thankyou_Group (water, food, bodycare)

• #Revolution film (saving the oceans) Other trending topics include politics (congratulating @TurnbullMalcom)

• Followers: 8.3m

• Followers: 457k

• Followers: 2.8m

Richard Branson’s personal brand, for a non American, non entertainer, is one of the world’s most successful in terms of number of followers. His social focus on

humanity’s big issues in modern society creates a unique social juggernaut.

KEY INSIGHTS- SOLVE DISSATISFACTION 1. Richard Branson (Virgin)

Richard Branson tweeted regularly and posted on Virgin blog that “the death penalty has no place in the world” re execution of Australian drug smugglers in Indonesia.

Social Media Content- that works

Social Media Content- that doesn’t

There is a very low level of ineffective content on Richard Branson’s social pages that reach millions of people. On occasion there are

product posts for Virgin business which are less effective.

WEAKNESSES

THREATSOPPORTUNITIES

STRENGTHS

SVP

1. Posts social content about high interest, not for profit causes, and associated organisations and individuals. e.g. hunger, malnutrition, ocean, entrepreneurship.

2. Fantastic pictures and links to fascinating media; Each post is visual, exciting, clickable to read or watch more.

3. Uses correct social syntax; Short, snappy, non corporate speak. Properly applied hashtags, usernames, infographics, lists, selfies, url shorteners.

1. Richard Branson (Virgin)

1. Too casual; Denim jacket in Linkedin profile may be casual for an airline executive. However, he is Richard Branson, but could be more formal in semi-formal channels such as Linkedin while remaining fun in Twitter.

2. Spread too thin; By being involved in so many causes and businesses in so many regions, hard to understand the focus; Is it Virgin airlines or a new ocean film or stopping world hunger ?

3. Non inventive; To go to next level Branson could create a social network around the causes, as well as invest in (e.g. Bill Gates) Instead he focuses on selfies & links to other people’s efforts.

1. Over leveraged personal brand; By being so exposed in so many areas, Richard Branson’s business can become secondary to the founder. He needs to ensure the business brand doesn’t suffer against the personal one.

2. Questionable brand associations; By being involved however casually (e.g. retweeting) in so many causes, there is for brand fallout if an association or individual goes viral for wrong reason.

3. Missing new social channels; There are constantly evolving new often mobile channels. Currently these range from Snapchat, Periscope, Dark Web & many other Gen-Y friendly apps. Not being involved in the new channels as they emerge is a threat if competitors use these to build future scale in competitive businesses (money, travel) but also for personal exposure.

1. Create new type of cause based social network; Richard Branson posts content within largely for profit advertising driven social networks owned by others. To go next level he could build a social network around his causes & help fund/solve world problems

2. Create distinct social network profiles; While Branson distinguishes between Twitter, Linkedin, Facebook and Instagram, there could be further de-duplication and profile enhancement; More organisational behavior for Linkedin and a serious photo investment for Instagram. Mobile short form video is key.

3. Use social networks to create new employees/partner not just followers; Richard Branson has close to 20m followers, however these could be converted into partners, employees, crowdsourced contributors to causes. To do this he needs CRM & marketing funnel to enhance social relationships.

KEY INSIGHTS- SOLVE DISSATISFACTION

Online Conversation

2. Sheryl Sandberg (Facebook) Social Media Profiles

45 Positive Interactions. (retweet/fave)

369 Positive Interactions. (retweet/fave)

747 Positive Interactions. (retweet/fave)

15 Positive Interactions. (retweet/fave)

• Followers: 181k (Inactive since 12/03/13)

• Reach: 12.2m impressions• Posts: 3k mentions

Retweets: 58% Regular Tweet: 37% Reply: 4%

• Users: 1.8k users• Gender: 33% male : 67% female

Bootcamp for Women

Husband Passed

#LeanIn Book/Mov

ement

Total Social Followers: 1.9m

Recent online conversations for Sheryl Sandberg include; • Bootcamp for Women- in conjunction with major tech visionary/founder/VC

• Husband Passed – unexpectedly & tragic, huge amount of coverage.• #Lean In – based on Sheryl’s highly successful book.

Other trending topics include hashtags such as #Confidence for women.

• Followers: 156

• Followers: 62k

• Followers: 1.7m

#quotes#wef15#dp15

#domopalooza#deal

#davos#books

#powerwomen#tech

#business#australia

#news#confidence

#quote#daily

#sherylsandberg#www

#leanintogether#women

#fresh#leadership

#davegoldberg#facebook

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#Confidence Women

Sheryl Sandberg being a Facebook executive has her most active account at Facebook.com/Sheryl. Her focus is female entrepreneurship and equality of

business opportunity. Focused on tactics that help women make it in business.

KEY INSIGHTS- SOLVE DISSATISFACTION 2. Sheryl Sandberg (Facebook)

Like Richard Branson, Sheryl Sandberg has barely in content which isn’t at a great to excellent level, both in terms of content quality and audience engagement. Slightly lower ranked are her

Facebook business related posts.

The Sheryl Sandberg #LeanIn book has become a movement. Sheryl regularly posts on Facebook various #LeanIn stories and plans that can be achieved through

group effort.

Social Media Content- that works

Social Media Content- that doesn’t

WEAKNESSES

THREATSOPPORTUNITIES

STRENGTHS

SVP

1. Women Leadership; Encourages women and provides practical tips via web posts and #LeanIn book on how to start new businesses and be heard in existing ones.

2. Facebook dominant; Being an exec at Facebook it is not surprising she concentrates on updating her Facebook, as well as her Instagram profile. High quality and inspirational

3. Focuses on Major Business Relevant Issues: Posts about important topics that while not sales driven, help support overall industry she operates in; Such as Internet access & Virtual reality (Facebook bought Occulus, a virtual reality gaming company recently)

2. Sheryl Sandberg (Facebook)

1. Facebook centric; Has not updated or deleted Twitter for multiple years, showing a lack of care.

2. Major content #LeanIn was a book not digital; While having written a female empowerment for business book, she does not have a similar online offer to help people translate book.

3. Cross channel marketing not working; There is a vibrancy to Sheryl’s Instagram account that showcases latest from Facebook, incl 3D Oculus, that is not shown on her Linkedin. A clearer demarcation between professional Linkedin, fun Twitter & Facebook in the middle would be an improvement.

1. Husband passing; Receives high degree of sympathy which while not a threat can position her as a widower.

2. Snapchat succession; Analysts suggest a new social network such as disposable video private app such as Snapchat could challenge Facebook. In same way, Sheryl’s association/dependence on Facebook could be challenged if Facebook’s leadership is deposed.

3. Traditional Male Skewed Hierarchies in Technology; Sheryl’s book #LeanIn has struck a chord with women in white collar and technology positions. However, with females a far lower percentage of senior management positions and criteria such as speakers at conference.

1. Women in Business Social Network; Facilitating and encouraging networking between women could be enabled by Sheryl.

2. Make active & post content to non Facebook social channels; Posting to Twitter, Pinterest, Youtube, Linkedin will not make Facebook suffer : It will increase Sheryl’s influence & reach.

3. Regular mobile video #LeanIn Ted like talks; Sheryl’s TED TALKS are well considered but less regular recently. More video would keep currency with target market of female achievement orientated workers.

KEY INSIGHTS- SOLVE DISSATISFACTION Online Conversation

3.Tara Moss (UNICEF) Social Media Profiles

828 Positive Interactions. (retweet/fave)

290 Positive Interactions. (retweet/fave)

190 Positive Interactions. (retweet/fave)

258 Positive Interactions. (retweet/fave)

• Followers: 69.5k• Reach: 52.4m impressions• Posts: 16.7k mentions Retweets: 73% Regular Tweet: 8% Reply: 20%• Users: 6.9k users• Gender: 39% male : 61% female

Immigration Detention

Centres #Transfield

#DomesticViolence

34th Women Murdered in Australia by

Partner in 2015

Advice on how “Women can try not to

get killed”

Total Social Followers: 28k

Recent Tara Moss online conversations around women, refugees & tips include;• #Transfield (immigration detention centres)

• Domestic Violence (every 3 hours an Australian women is hospitalised)• Male Partners that murder females (34th murdered in 2015 at time of post)

Other topics include advice for women on how they “can try not get killed” .

• Followers: 4

• Followers: 7k

• Followers: 21k

Tara Moss, model, now crime author, recent feminist and Unicef ambassador making stong online buzz on #domesticviolence #refugees #allaboutwomen

#thefictionalwoman#brisbane

#manus#sosblakaustralia

#syria#iwd2015

#endviolence#libspill

#martinplace#womenleadingchange

#domesticviolence#refugees

#transfield#allaboutwomen

#childrights#businesschicks#childrenofsyria

#vaw#fullstop

#dv#auspol

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KEY INSIGHTS- SOLVE DISSATISFACTION 3.Tara Moss (UNICEF)

Tara Moss as a model can also veer into practical fashion tips, which can take away from her activist agenda. This post

on piercing for example had no comments.

Tara Moss can be confrontational, but picks issues and delivers them in unexpected but impactful ways. This newspaper pic of a lawyer had over

800 positive interactions.

Social Media Content- that works

Social Media Content- that doesn’t

WEAKNESSES

THREATSOPPORTUNITIES

STRENGTHS

SVP

1. Using personal experience to share message; Against women violence, sharing from personal experience.

2. Endorsements; By being a Unicef ambassador, Tara is not just a model or mother. She is using all her strengths to get message out.

3. Multi-Channel Assault; Uses Twitter, Instagram, Facebook and her website to get latest posts, pictures, videos, tweets and messages.

3.Tara Moss (UNICEF)

1. Marginalised; As an attractive blonde model, who is a mother and author, Tara’s viewpoints can be marginalised online. However Unicef did not share this concern when making her an ambassador.

2. Linkedin Account is not public; Could use Linkedin to get message out via this channel to business audience.

3. Too Many Selfies; Sometimes even if photo is of a child or self, to promote a professional message, not too many photos of self.

1. The Token Female; Being attractive model, published author, major brand ambassador can lead to trolls and backlash from trash element.

2. Getting Involved in Online Conversations; While Tara has Unicef ambassadorships and her own website, facebook etc – She needs to get involved in other people’s online conversations around topics such as Domestic Violence.

3. Mobile First; Today’s generation of mobile first Gen-Y who may be receptive to Tara Moss message about domestic violence are best reached on mobile apps like Snapchat. Tara will need to adapt for new apps like these.

1. Proactive Women, Mothers, Business people network; Tara connects to professional proactive women who could receive advice from, and connect with peers of Tara’s.

2. Domestic Violence against Women Movement; Tara from self experience and social media expertise is pushing the issues in this area. She could be figurehead for this space.

3. Linkedin and Professional Opportunities; Through her experience with Unicef and being a published author, Tara could cultivate business forums, communities and events that focus on how creative people incl women can get ahead.

KEY INSIGHTS- SOLVE DISSATISFACTION Online Conversation

4. Ariana Huffington (Huff Post)Social Media Profiles

1136 Positive Interactions.

(retweet/fave)

1418 Positive Interactions.

(retweet/fave)

206 Positive Interactions.

(retweet/fave)

119 Positive Interactions.

(retweet/fave)

• Followers: 2.1m • Reach: 20.4m impressions• Posts: 4.3k mentions

Retweets: 71% Regular Tweet: 15% Reply: 14%

• Users: 2.6k users• Gender: 40% male : 60% female

Angela MerkelGreece

Debt

#NelsonMandela 97th

Birthday

@HuffPostAU downunder

@AriannaHuff & Fairfax Australia

Total Social Followers: 7.1m

• Recent Ariana Huffington online conversations are around issues such as global debt with Greece and security with NSA phone tapping by USA. Trending topics;

• NSA Phone Tap (Unsustainable Greece debt); • Nelson Mandela (Would have been 97th birthday)

Other trending topics include @AriannaHuff (Launching in Australia with Fairfax)

• Followers: 3.53m

• Followers: 93k

• Followers: 1.3m

• Ariana Huffington running as a female a major new media enterprise, part of AOL, has been considered the most powerful women in current media.

#media#trump

#gopdebate#mlk

#sdgs#mindfulnesssummit

#next10#equalpayday

#success#scotusmarriage

#mandeladay#lovewins

#sleep#selfie

#whatsworking#ihrsa2015

#globalgoals#nelsonmandela

#whcd#df14

#thriveocourse#futurework

#businesschicks#lateline

#thrive

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KEY INSIGHTS- SOLVE DISSATISFACTION 4. Ariana Huffington (Huff Post)

Ariana Huffington has been regularly called out for not paying writers enough/any money, replying that promotion

they receive is payment enough.

Historical photos and quotes receive strong traction on social networks when originated from a known CEO.

Social Media Content- that works

Social Media Content- that doesn’t

WEAKNESSES

THREATSOPPORTUNITIES

STRENGTHS

SVP

1. Global Juggernaut democratiseing media; Ariana Huffington has built one of the new breed of media businesses which is a natural successor to the newspaper. She is able to make her voice known online in a range of topics, causes and businesses.

2. Links to globally innovative content; Ariana’s social pages have a range of stories from different locations. She is a popular account to follow, like a modern news editor.

3. Up to date Social Channels; Ariana has been able to keep Twitter, Linkedin and Facebook up to date with active and appropriate content with publishing frequency high enough to keep millions of followers happy.

4. Ariana Huffington (Huff Post)

1. Low Video Capability; Ariana’s posts and own content has a low degree of video. She will need to have motion and sound increasingly to distribute on Facebook and Twitter to maintain popularity.

2. Linking to other’s content; Majority of content linked to is by her employees which creates an obvious class structure for her followers. Authoring her own pieces would help show she can roll her sleeves up.

3. Deal Overload; Ariana’s Twitter buzz can often be related to latest deal she involved in, such as Fairfax deal in Australia.

1. Unionisation of Content Creators; As more content makes demand payment, along with new payment mechanisms become available, HuffPro may find a continued backlash if it maintains the neglible amount paid for posts.

2. Tall Poppy Syndrome; @AriannaHuff is already considered to be in a rarefied new media vanguard. A neo-elite who is considered many class levels above the everyday content consumer. Being involved in utilitarian online initiatives would help assuage this.

3. New mobile, video, private media formats & businesses; HuffPro’s business is traditional text editorial while new formats and businesses such as Vice.com are strong in mobile video and new private networks such as Snapchat. Arianna will need to adapt.

1. Global Partnership and Expansion; Just as partnered with Fairfax in Australia, there are many regions and mastheads HuffPro could partner in.

2. Not for Profit Involvements Increased; For profit media partnerships could be offset with more not for profit relationships and causes Huffpro are involved in being profiled.

3. Proof that HuffPro contributors Win from Relationship; If HuffPro could demonstrate through facts, calculations, case studies and reinforcement that working for them is a positive career move, that help offset negative online murmurs.

KEY INSIGHTS- SOLVE DISSATISFACTION

Online Conversation

5. Marc Benioff (Salesforce)Social Media Profiles

3,764 Positive Interactions.

(retweet/fave)

1,792 Positive Interactions.

(retweet/fave)

2,271 Positive Interactions.

(retweet/fave)

390 Positive Interactions.

(retweet/fave)

• Followers: 186k • Gender: 76% male : 24% female

Religious Freedom

Bill

Co-opting other CEO’s

Religious Freedom Bill

Ashton Kutcher

Congratulates Benioff on

Indianna

Apple Watch & Business

Apps

Total Social Followers: 187K

• Recent online conversations are focused on Religious Freedom Bill; • Salesforce (Reducing their investment in Indiana); • CEO’s (Encourages other CEO’s to boycott Indiana)

• @Aplusk Ashton Kutcher (congratulates on position) Other trending topics include posts about Apple Watch and business related.

• Followers: 500+

• Followers: 971

• Followers: N/A

• Marc Benioff relies almost solely on Twitter. With a minor Linkedin presence. He uses Twitter to promote activist causes his company are making such as boycott of Indiana due to reduction of employee rights from Religious Freedom Bill.

#indiana#apacontour

#cloud#salesforcetour

#dreamjob#tech#ceo

#salesforcelive#crunchies

#dfgives#df15womenlead

#nvmdelivers#dreamforce

#salesforce#wef15

#df15

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KEY INSIGHTS- SOLVE DISSATISFACTION 5. Marc Benioff (Salesforce)

Social Media Content- that works

Social Media Content- that doesn’t

Humour, pictures and quotes are still successful content on the internet. This points destruction of the planet to self-

interest of business.

Conference photos don’t create much online buzz or sharing.

WEAKNESSES

THREATSOPPORTUNITIES

STRENGTHS

SVP

1. Business Takes Positions on Issues and Shares on Social; When Salesforce take a stance such as Indiana discrimination bill, Benioff promotes this on Twitter.

2. Intra-Daily Updating; Benioff is an authentic Twitter user positing many times a day. This builds trust when he does pick an issue to promote.

3. Promotes positive consumer experiences of his business: Retweeting of customers who tweeted their satisfaction with his company’s product is done regularly. This reinforces to existing customers the good experience which helps covert new ones.

5. Marc Benioff (Salesforce)

1. Business/Activist balance off; Benioff occasionally will focus on an issue such as Religious Freedom Bill but then return to business/product tweeting.

2. Twitter dependent; By not having a Facebook page or active Instagram account he is missing large user bases, as well as use distribution channels suited for photos/videos.

3. Selfie centric; Business and activist posting is placed between regular selfie photos incl with world famous leaders. The photos are generally of low quality and bordering on vain.

1. Slowing Twitter Growth; Twitter’s user numbers have been flat to down this year while networks like Instagram has passed it. By being over dependent on Twitter, chance to be heard less than CEO’s on more popular networks.

2. Bigot Backlash; By using a business to target causes such as Discrimination/Rights of Gays, he can get involved in boycotts and backlashes in his own business. Negative sentiment to his postings need to be monitored for signs of breakout.

3. No-Frills Competition; As Benioff’s cloud based business matures and receives more competition, there will be competitors with highly focused product centric offerings on social networks.. These simple customer centric no frills competition could trump Benioff’s more narcisstic, occasional activist based approach.

1. Activist content planning calendar; While Benioff can plan what issues will occur in future, planning for the publishing of this content would help provide more balance on Twitter.

2. Broaden social channels to Facebook, Instagram and Snapchat; Establishing profiles on other major social channels will improve reach. Facebook can be use for specific causes and Instagram for world travel pics; Snapchat could be used for selfies with famous people.

3. Business Networking & Empowerment; Benioff could help provide a roadmap, tools and networks for his followers to emulate his success and become involved in his causes.

Our Approach Learnings

• Richard Branson incl corporate blog posts are impressive in that they can have a high percentage that are cause based that then reflects positively on the business.

o Not surprisingly, there is a very low level of ineffective content on Richard Branson’s social pages that reach millions of people. On occasion there are product posts for Virgin business which are less effective.

• Similarly, the Sheryl Sandberg #LeanIn book has become a movement. Sheryl regularly posts on Facebook various #LeanIn stories and plans that can be achieved through group effort.

o Like Richard Branson, Sheryl Sandberg has barely in content which isn’t at a great to excellent level, both in terms of content quality and audience engagement. Slightly lower ranked are her Facebook business related posts.

• Very impressive has been Tara Moss, once model, now crime author, recent feminist and Unicef ambassador making strong online buzz on :

o #domesticviolence #refugees #allaboutwomen• Recent Ariana Huffington online conversations are around issues such as global debt with

Greece and security with NSA phone tapping by USA. Trending topics; o NSA Phone Tap (Unsustainable Greece debt); o Nelson Mandela (Would have been 97th birthday)o Launching in Australia with Fairfax

• Marc Benioff relies almost solely on Twitter. o With a minor Linkedin presence. o He uses Twitter to promote activist causes his company are making such as boycott of

Indiana due to reduction of employee rights from Religious Freedom Bill.

Bonus feature 6 Innovative Social Media

Channel Case Studies

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: TwitterCase Study: Julie Bishop

• Emoji: What is text-based phone communication these days without emoji? Those cute little icons, which evolved from the emoticons you

used on MSN, make everything more fun, and in some cases you don't even need to use words — you know what they say about pictures and all

that. • Emoji has become such a huge part of the way we communicate that

it seems like everything is being recreated by those round faces, colourful, cartoon animals and random items, from Miley Cyrus' biography

to a recap of the first three seasons of Game of Thrones.

• Deputy Leader and Foreign Minister Julie Bishop has a busy schedule flying around world but that doesn’t stop her from emoji'ing up a storm; She has provided light relief to the usual vanilla answers politicians give, instead answering in symbols which billions of mobile phone users tap out rather than write full words in a text message.

• Becoming the Ëmoji Queen has worked in Julie’s favour; "The late-night social media spree began when one of the Foreign Minister's 'followers' claimed he'd been "blocked" by her. "Blocking" is tantamount to a twitter brush-off. "Legitimately sorry - certainly not intentional," she wrote, including an emoji tiger cub by way of an apology. Within seconds Bishop was inundated with 'follow' requests from a curious twitter-verse. She began granting them with gusto. Every single one. The Huffington Post Australia counts more than fifty in total."

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: FacebookCase Study: Mike Baird

• Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send

messages and keep in touch with friends, family and colleagues. • Facebook, available on mobile & desktop has approximately 13m active

Australians users and includes public features such as: Pages – that allows members to create and promote a public page built around a specific topic.

(such as Mike Baird has done, creating a Politician’s Facebook page)

• While there has been some controversy recently about Mike Baird’s social media costings, his multi-channel profile have been high quality; From tweeting about the Batchelor TV show to updating Sydney Facebook community on the “Shark Summit” he is communicating with and engaging directly with his constituents.

• Mike’s Facebook page https://www.facebook.com/mikebairdMP önly has 61k followers, but growing rapidly. The Shark Summit post for example, only 24 hours old has over 2,500 likes and close to 200 shares. Further his header photo with Sydney Opera House in background has Prince Harry with The Premier Mike Baird in it, obviously sharing a joke.

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: InstagramCase Study: Ellen

• Ellen is famous for both acting, comedy and especially her talk show; The Ellen show Instagram account has 17m followers. It has become famous in itself for photos such as the selfie at the Oscars with all that year’s winners.

• While the Ellen show is a reflection of pop culture there is also some proactive agendas communicated around gender, race, and sexuality.

• Instagram is an online mobile photo-sharing, video-sharing and social networking app that enables its users to take pictures and videos (15 secs) & share them on social networking platforms, such as Facebook, Twitter, Tumblr

and Flickr. It allows users to filter their photographs before publishing. • Bought by Facebook for $1b when only 1.5 years old it is now more popular

than Twitter. Advertisers can now buy ads on Instagram at same time as buying Facebook ads. It is the next major social network platform after Facebook in

popularity. Approx 5m Australians use Instagram regularly.

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: SnapchatCase Study: Los Angeles Museum of Art

• Discover thousands of works of art spanning time and the world at the Los Angeles County Museum of Art; Over half a million Twitter users and are now pushing Snapchat, to make art relevant to younger generation.

• "We're now on @Snapchat! Add "lacma_museum" for art snapchats, exhibition sneak peeks, and more."

• Snapchat is about NOW. It’s a fun messaging application for sharing moments. You can take a photo or a video, add a caption or doodle, and send

it to a friend or add it to your story to share with some or all of your friends. Friends can view snaps for up to 10 seconds, and then it disappears.

• Media companies are using Snapchat Stories string Snaps together to create a narrative that lasts for 24 hours. To create a Story, a user choose to

add their Snaps to their Story. Depending on their privacy settings, the photos and videos added to a Story can be viewed by either all Snapchatters, just the

user’s friends, or a customized group. Currently 100m daily active users.

Avg number of photos shared on Snapchat every second- 8,796

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: Medium.comCase Study: Julia Cheiffetz

• Medium is a blog-publishing platform. It was founded by Twitter co-founder Evan Williams in August 2012. The platform has evolved into a hybrid of non-professional contributions and professional, paid contributions, an example of social journalism. Williams created Medium from the ground up, with the idea

of encouraging users to create longer posts than the 140-character standard of that service. Williams stated, "There's been less progress toward raising the

quality of what's produced."• The ethos of Medium is inherently democratic; it seeks to give a voice to

people who have something interesting to say, even if they don’t have thousands of Twitter followers, an active blog or friends in the right places.

Medium is built to reward content for its quality, not for the pedigree or popularity of the author.

• Medium.com which was setup by the founder of Blogger and Twitter is made for long-form essays; Rather than Twitter or Facebook which have optimal length of under 100 characters (less than a text message) Medium posts optimal length take 7min:25secs to read.

• Medium has become home for serious journalism and personal stories. Julia Cheiffetz was a low level Amazon employee/contractor who had a powerful story after she asked; '“So, who’s our Sheryl Sandberg?” I asked a VP. He cited General Counsel Michelle Wilson, the sole woman on Jeff Bezos’s executive team. The next year, in 2012, Wilson left the company to take maternity leave. She never returned.'

KEY INSIGHTS- SOLVE DISSATISFACTION Hot Platform: PeriscopeCase Study: Herald Sun– Kim Wilson & James Blunt

• Rather than repeating the Channel 7 coverage of James Blunt singing at the AFL Brownlow medla, you get front row coverage of James Blunt’s performance via 4k video filming phone of Exec Fashion Editor of Herald Sun, Kim Wilson.

• Newscorp journalists are bringing the newspaper to life by filming behind the scenes of major fashion events. It is also infiltrating Silicon Valley and Canberra corridors. Financial media will be next.

• Periscope is a mobile app “live video streaming platform”, which basically means you can transmit a live recording of yourself to your

Persicope and Twitter followers. • Imagine Skyping someone, but instead of video calling a single

person, you’re instead linked up to the whole community. Not only that, whoever’s watching you can comment and ask questions. These show

up on your screen whilst broadcasting making it easy to answer and interact. The platform is connected to and owned by Twitter.