sho-time. a user-centric toolkit for sharing optimisation

SHO-TIME!

by @gerriesmits 17/03/16

A USER-CENTRIC TOOLKIT FOR SHARING OPTIMISATION

• 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

I even worked in government

• 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

Some organisations I worked with/for

First

1

A story about clubbing

Omni-channel, fragmentation,… There’s so much we need to do.

ACTIONS

TOOLS

ADVERT

CONTENT

PURPOSE

We need some Sharing Optimisation

inspired by Faris Yakob

ACTIONS

TOOLS

ADVERT

CONTENT

PURPOSE

inspired by Faris Yakob

Social and the sharing challenge

2

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.

You don’t reach anybody

You earn (a fraction of attention from)

somebody

There’s a tax on irrelevance

Everybody likes a bit of Free distribution

Viral reach is increasingly important

Everybody likes the added value of Social Context

(recommendation, authenticity,…)

Viral reach is increasingly important

From Pageviews to ‘Viral Lift’

“

“

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."

So yet another challenge

Be where people care2.0

Be where people share3.0

Be where people are1.0

>>

User-Centric Thinking

3

The amount of years running that CEOs have pointed at technology as the single most important external force shaping their organisations

4

IBM study

factDigital makes business uncertain about relationship with user

?

Gartner Hype Cycle

Chase technology? Impossible & tiring

fact

Peak of inflated expectations

Through of Disillusionment

Slope of Enlightenment

Plateau of Productivity

The only stable element in this equation of uncertainty are people

!!

Human needs and motivations

remain pretty constant

Technology is volatile and

changes rapidly

+ = ?

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

A toolkit for SHO

4

!! In 1 model

Content WHAT

Channels WHERE

Form HOW

User WHO

Needs WHY

Evaluation DATA

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

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?

Why >> Reasons to Share

4.2

Source: Buzzfeed

Why >> Share Stories

4.2

I share this with…

…in order to achieve…

HELLO, I am …

WHO WHY (DIG DEEP!)

What >> Overlap share needs + our value

4.3

Our Mission Our Value

Why People Share

What can WE do/make/mean/say so our

audience & clients can fulfil their deepest

sharing needs?

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.

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.”

Where >> Fragmentation is reality

'Dark' social 74%

Other SM 7%

Facebook 19%

Sources of inbound web traffic RadiumOne study

4.4

Where >> Be where they (sh)are

4.4

I share this with

…in order to achieve…

…via channel…

WHO WHY WHERE

HELLO, I am …

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?

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 …

How >> Silly example

4.5

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.

!! Impact goes deeper

Content Talent

ProcessCulture

Who

Why

What

Where

How

Data

Build this ‘Why Would They Share’ workflow into your editorial/content processes.

Way of Working 6 days

4.7

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

… …

Number 1 attribute for success in digital world according to business leaders?

Empathy

study University of South California

Skills4.8

Finally

5

Forget Digital

Strategy

It’s about Strategy for a Digital Age

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

“If you have your face towards the CEO,

you have your ass towards the customer.”

- Jack Welch, ex-CEO

General Electric

THANK YOU >>

gerrie@gerriesmits.com +32 491 354 365

@gerriesmits