Post on 22-Jan-2015
description
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: joanne.jacobs@1000heads.comTwitter: @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.
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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
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Controlling the message
Media140: DigitalBusiness, Perth 2012
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Most organisations consider social in terms of marketing
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Social = optimisation
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Optimisation opportunities of social business not just for selling, but for
Media140: DigitalBusiness, Perth 2012
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increasing understanding
Changing consumer behaviour…
Media140: DigitalBusiness, Perth 2012
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Trust
As belief in corporate messages declines, an economy of trust rises in its place…
Media140: DigitalBusiness, Perth 2012
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Trust arises from social interaction
A history of successful interactions forms the basis of loyalty and trust.
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Social interactions…
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…based on stories and advice
Value of stories
Stories help to illustrate complex ideas, deepen understanding.
Media140: DigitalBusiness, Perth 2012
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Story telling is a skill.
Stories don’t ‘finish’
Stories evolve over time from shared experiences or direct comparisons of experiences.
Media140: DigitalBusiness, Perth 2012
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Influencers
Not celebrities touting products.
Media140: DigitalBusiness, Perth 2012
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Influencers are facilitators of organisational learning.
Learning from influencers
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External: from audiences Internal: business process improvement
Locating stories around influencers
Influencers can:-tell stories-be the focus of others’ stories
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Influencers can become the focus of social interactions – telling stories and giving advice
CASE STUDY: Nokia Tron
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Nokia & TRON
Fans were expertsThe collective experience was sharedCommunity helped and taught each other
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CRM shouldn’t exist19
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You don’t own the evolving story
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How technology affects conversations
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CASE STUDY: SAY IT WITH SKYPE
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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
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• Technology permits interaction, but reduces message duration
• Message personalisation still critical for maximum participation
• Interest in brand drawn from experience
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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’
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Story styles
Blogs: long style stories, complete publication, subject to commentsVisual (eg: Pinterest): evolving stories but easily consumedMobile: short stories, short-lived or evolving.
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Brevity and complexity go together
Level playing field of participationSpace/time to replyMutual friends create context for conversations
Media140: DigitalBusiness, Perth 2012
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All create vibrancy of communications
Mobiles as instruments for change in business
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The consumer is dead. Passive consumption is no longer relevant.Buying not the basis of a relationship.People and communities shape ideas.
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Conversations create advocacy
Community advocacy embedded in their shared experiences.
Conversations can positively affect sentiment, choices
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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
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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
Media140: DigitalBusiness, Perth 2012
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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.
Media140: DigitalBusiness, Perth 2012
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Joanne JacobsChief Operating Officer, 1000headsp: +61 2 9809 8966 m: +61 2 419 131 077e: joanne.jacobs@1000heads.comt: @joannejacobs
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Questions