We looked at social media’s role in digital services. You won’t believe what 5 things happened...
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WE LOOKED AT SOCIAL MEDIA’S ROLE IN DIGITAL SERVICES. YOU WON’T BELIEVE WHAT 5 THINGS HAPPENED NEXT!
@andywhitlock cobbled this together for Social Media Week Barcelona, Feb 2014
I’ve added comments like this
To help explain things in my absence
But the whole thing slaloms around a bit anyway…
N.b.
Andy Whitlock
I work here…
Things people use repeatedly
Digital products & services
And we’re focussed on making:
THE RIGHT SERVICE CAN TRANSFORM A MARKET
We believe…
Don’t really *do* social media
Aren’t a marketing company
Important to mention at a social media conference.
But I should say that we…
DIGITAL MARKETING
DIGITAL PRODUCTS/
SERVICES
I do come from a marketing background though
DIGITAL MARKETING
DIGITAL PRODUCTS/
SERVICES
X SOCIAL MEDIA
So I’m going to look at social
media with this transition in mind
First, some things we’ve made recently…
Pouch: a new way to pay
Hackaball: A new way to play
ITV: A new way to consume news
Skype in the Classroom: A new way to teach
All this has been quite a change for me
DIGITAL MARKETING
DIGITAL PRODUCTS/
SERVICES
Me, 2012
“I’m… bleeding”
PRODUCT MINDSET = MARKETING MINDSET
In a nutshell…
An observation that I’ve reduced to a single graph…
But, this one important difference changes everything
Different risks surface different needs
And different needs require new processes
INTUITION EVIDENCE SUPPLIERS PARTNERS COMMITTING ADAPTING
DIFFERENT METHODOLOGY
SHARABLE USABLE ATTENTION HABIT FAME LONGEVITY
DIFFERENT GOALS
MARKETING LOVES NOISE
And here’s one reason why…
We know that…
POTENTIALWe get super-excited by
POTENTIAL
THINK BIGWhich makes us
POTENTIAL
THINK BIG
MORE IS BETTER
And we start believing
http://2absg.org.uk/wp-content/uploads/2013/11/firework1.jpgMORE
http://2absg.org.uk/wp-content/uploads/2013/11/firework1.jpg
MORE SHARING
WITH MORE PEOPLE
MORE OFTEN
MORE EASILY
When I think of ‘social media’ I usually think of this
http://www.tokeofthetown.com/
Not cannabis. This is a reference to the
legalisation of cannabis in Colorado, which led
to the following tweet…
When I think of ‘social media’ I usually think of this
http://www.tokeofthetown.com/
Here’s another..
Being talked about is awesome
And we know ‘engagement’ is valuable…
Achieving fame with 140 ch is intoxicating
WHAT’S THE VALUE OF A ‘LIKE’??PLEASE TELL ME!!
Although we don’t always know *how* valuable…
ONE RULE DOES NOT FIT ALL
I.e. Don’t let the temptation of noise make you lazy
More noise isn’t always better
Basically,
Automatic ‘activity posts’ remind
us how unnatural this can be
Which results in. Well, this.
image credit:
“I just ran 5.22km with Nike +”
A bit robotic isn’t it.
Whose voice is this?
And does everyone need to know?
Maybe just your running mates?
USERS DON’T ALWAYS WANT TO SHARE
Also…
At MxM we do loads of user testing
And we hear this a LOT…
We created an app for Swisscom and got told…
“I don’t want everyone to see my pictures”
We created a <secret music thing> for <secret company> and got told…
“I don’t want people to know what I’m listening to”
We developed a mobile wallet for Weve…
Who wants to go where?
Lunch Club
Bryon Stuart Eccles
Join
Chilango’s Mike Shaw, Julian James + 4 others
Join
Send a reminder text to your friends
Subway Andy Whitlock, Adam Morris
Join
…we toyed with a feature to agree where to go for lunch
and we got told…
“I don’t like my colleagues”
“I don’t like my colleagues”
“I don’t want people to know where I’m going for lunch”
NOISE = SALES
And here’s another thing:
This is a side project of mine: $1 stories
about worse ways to spend a dollar…
For fun, I mapped the stories onto popular
subway routes, based on reading time…
It got sent around a LOT…
…and even got onto:
3m peopleIt reached approximately…
So, guess how much I made in book sales?
£0.00
£0.00I’ll share my theory in a moment, but first…
A different kind of example:
An egg-timer we made at Poke that finds a Youtube
video to match the cooking time of your egg
People are still talking about it, four years after we made it.
But that’s not the weirdest part…….
It stopped working 3 years ago!
It stopped working 3 years ago!
But people talk about it anyway.
Why?…
THE SOCIAL VALUE IS DETACHED FROM THE PRODUCT VALUE
THE SOCIAL VALUE IS DETACHED FROM THE PRODUCT VALUE
Its social currency is not reliant on the product being useful
And this loose tie makes social ‘noise’ almost useless for sales
So the social currency here had nothing to do
with whether these were good stories
Noise is more useful if it’s connected to product value
A much-shared diagram…
That became a product:
EXHAUST VS VEHICLES
(because I haven’t used enough metaphors yet…)
Let’s talk…
Digital trails/footprints are sometimes referred to as ‘digital exhaust’
But exhaust is the unpleasant experience for those left behindhttp
://w
ww.
juno
andj
ove.
com
/
http://theflyingtortoise.blogspot.co.uk/
Much more fun if everyone gets a lift
http://dragonlaffs.com/2013/01/26/dragon-laffs-1309/
Even more fun if you have to improvise.
Platforms are ‘vehicles’. And the
possibilities are exciting and more inclusive.
PRODUCT STORY
Stories are often wrapped around products
Mostly by separate teams/companies
PRODUCT STORY
But when this is your only responsibility…
it naturally becomes detached.
PRODUCT STORY
Similarly, if this is your focus…
Noise is still important, product people
VEHICLE/ PLATFORM
PRODUCT
Platforms for endless new products…
That’s what excites me
STORYPRODUCTVEHICLE/ PLATFORM
And it’s from those products that
more relevant stories can emerge
Kickstarter is just one example
OK, one last (relevant) side project of mine…
I respect things like this…
But they’re not very inclusive.
Guilty Pledgers is a fundraising Spotify app
Guests can sign into fundraising parties at
guiltypledgers.com…
And pledge to charity to add to the playlist
We considered the sharable
moments carefully
Something with a story in it
And we reserved some moments to be
shared at the party host’s discretion…
Rather than try to automate it
MY SONG!MY PARTYFUNDRAISING APP
But really the point is this:
A vehicle that makes products which generate stories
I said this at the start…
So I should at wrap up with five things…
1. SERVICES REQUIRE A LONG-TERM VIEW
What I learned…
1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
What I learned…
1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
What I learned…
1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
What I learned…
1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
5. PLAN HOLISTICALLY (PLATFORM + STORIES)
What I learned…
1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
5. PLAN HOLISTICALLY (PLATFORM + STORIES)
What I learned…
This deserves more explanation, but
there’s only so much you’ll read ;)
@ANDYWHITLOCK
MADEBYMANY.COM