Presentation to the #Media140 Digital Business event in Perth on 26 April.

1. Talk to me.
Don't shout at me.
Mobilising influencers and
stories for a social business
Joanne Jacobs
Chief Operating Officer, 1000heads
Ph: (02) 9809 8966 | Mob: 0419 131 077
Email: joanne.jacobs@1000heads.com
Twitter: @joannejacobs
Image source: http://www.flickr.com/photos/notsogoodphotography/2934778774/

2. 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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Image source: http://www.flickr.com/photos/29005492@N07/2710231058/

3. Media140: DigitalBusiness, Perth 2012
Session promise
To articulate the value proposition of a social
business
To show how influencers and stories act as
the focal point for a social business strategy
To show how mobile is a crucial element of a
social business strategy.
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Image source: http://www.flickr.com/photos/83346641@N00/3472771038

4. Media140: DigitalBusiness, Perth 2012
Controlling the
message
Image sources: http://www.flickr.com/photos/9751325@N02/3975233940, 4
http://www.flickr.com/photos/65032901@N00/262171851

5. Media140: DigitalBusiness, Perth 2012
Most organisations consider social
in terms of marketing
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6. Media140: DigitalBusiness, Perth 2012
Social = optimisation
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Image source:

7. Media140: DigitalBusiness, Perth 2012
Optimisation
opportunities
of social
business not
just for selling,
but for
increasing
understanding
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Image source: http://www.flickr.com/photos/brewbooks/2315860173/

8. Media140: DigitalBusiness, Perth 2012
Changing
consumer
behaviour…
Image sources: http://www.flickr.com/photos/15194510@N03/2500097744, http://www.flickr.com/photos/12261156@N00/6268948127, 8
http://www.flickr.com/photos/51035743246@N01/15899841

9. Media140: DigitalBusiness, Perth 2012
Trust
As belief in
corporate
messages declines,
an economy of
trust rises in its
place…
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Image source: http://www.flickr.com/photos/smerikal/6062308195/in/photostream/

10. Media140: DigitalBusiness, Perth 2012
Trust arises from
social interaction
A history of successful
interactions forms the
basis of loyalty and trust.
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Image source: http://www.flickr.com/photos/notsogoodphotography/3434414425/

11. Media140: DigitalBusiness, Perth 2012
Social interactions…
…based on stories and advice
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Image source: http://www.flickr.com/photos/yourdon/3863997453/, http://www.flickr.com/photos/jurvetson/20272234/

12. Media140: DigitalBusiness, Perth 2012
Value of stories
Stories help to
illustrate complex
ideas, deepen
understanding.
Story telling is a skill.
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Image source: http://www.flickr.com/photos/319/2564483960/

13. Media140: DigitalBusiness, Perth 2012
Stories don’t
‘finish’
Stories evolve over
time from shared
experiences or
direct comparisons
of experiences.
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Image source: http://www.flickr.com/photos/gadl/269616251/

14. Media140: DigitalBusiness, Perth 2012
Influencers
Not celebrities
touting products.
Influencers are
facilitators of
organisational learning.
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Image sources: http://www.flickr.com/photos/classicchanelhandbags/4989253504/, http://www.flickr.com/photos/betsyweber/6291039522/

15. Media140: DigitalBusiness, Perth 2012
Learning from influencers
External: from audiences
Internal: business process improvement
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Image source: http://www.flickr.com/photos/torley/4521838238/

16. Media140: DigitalBusiness, Perth 2012
Locating stories around influencers
Influencers can:
-tell stories
-be the focus of others’
stories
Influencers can become
the focus of social
interactions – telling
stories and giving advice
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Image source: http://www.flickr.com/photos/virtualsugar/4549853594/

17. Media140: DigitalBusiness, Perth 2012
CASE STUDY: Nokia Tron
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18. Media140: DigitalBusiness, Perth 2012
Nokia & TRON
Fans were
experts
The collective
experience was
shared
Community
helped and
taught each
other
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19. CRM shouldn’t exist
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Image source: http://www.flickr.com/photos/jurvetson/2948824154/

20. Media140: DigitalBusiness, Perth 2012
You don’t own the evolving story
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Image source: http://www.flickr.com/photos/shavejonathan/3441511374/

21. Media140: DigitalBusiness, Perth 2012
How technology affects conversations
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Image source: http://www.flickr.com/photos/whatleydude/4157699238/, http://www.flickr.com/photos/clanlife/6369791755/

22. Media140: DigitalBusiness, Perth 2012
CASE STUDY: SAY IT WITH SKYPE
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23. Media140: DigitalBusiness, Perth 2012
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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24. Media140: DigitalBusiness, Perth 2012
Say it with Skype
• Technology permits interaction, but reduces
message duration
• Message personalisation still critical for
maximum participation
• Interest in brand drawn from experience
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25. Media140: DigitalBusiness, Perth 2012
The impact of mobile
Messages are shorter,
more succinct
Sharing is dependent on
message complexity and
length
More participants in
conversations due to ‘level
playing field’
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Image source: http://www.flickr.com/photos/12803689@N02/4397152402

26. Media140: DigitalBusiness, Perth 2012
Story styles
Blogs: long style
stories, complete
publication, subject
to comments
Visual (eg: Pinterest):
evolving stories but
easily consumed
Mobile: short stories,
short-lived or
evolving.
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Image source: http://www.flickr.com/photos/estadaocombr/4907696425/

27. Media140: DigitalBusiness, Perth 2012
Brevity and complexity go together
Level playing field of
participation
Space/time to reply
Mutual friends
create context for
conversations
All create vibrancy of communications
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Image source: http://www.flickr.com/photos/jdhancock/3420540107/

28. Mobiles as
instruments for
change in business
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Image source: http://www.flickr.com/photos/eioua/2603571143/

29. Media140: DigitalBusiness, Perth 2012
The consumer is dead.
Passive
consumption is no
longer relevant.
Buying not the
basis of a
relationship.
People and
communities
shape ideas. 29
Image source: http://www.flickr.com/photos/mbg_photos/2768320831/

30. Media140: DigitalBusiness, Perth 2012
Conversations create advocacy
Community advocacy
embedded in their
shared experiences.
Conversations can
positively affect
sentiment, choices
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Image source: http://www.flickr.com/photos/smemon/5684115572/

31. Media140: DigitalBusiness, Perth 2012
Social isn’t optional
Social surpassing all
traditional messaging
channels – including email
Higher return on
engagement than
impressions
More hours on social than
almost any other media
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Image source: http

32. Media140: DigitalBusiness, Perth 2012
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
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Image source: http://www.flickr.com/photos/estan/116093927/

33. Media140: DigitalBusiness, Perth 2012
Promise delivery
Value proposition in social business is in
business optimisation
Influencers 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.
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Image source: http://www.flickr.com/photos/34120957@N04/3546381370

34. Media140: DigitalBusiness, Perth 2012
Questions Joanne Jacobs
Chief Operating Officer, 1000heads
p: +61 2 9809 8966
m: +61 2 419 131 077
e: joanne.jacobs@1000heads.com
t: @joannejacobs
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