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